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Blog Strategy for Business Associations

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A look at the benefits, purpose, and strategy behind business association blogging. This is a slightly updated version of a presentation given to the Blue Ash Business Association in January 2014.

A look at the benefits, purpose, and strategy behind business association blogging. This is a slightly updated version of a presentation given to the Blue Ash Business Association in January 2014.

Published in: Marketing, Technology, Business

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  • 1. Blue Ash New Year A LOOK @ BUSINESS ASSOCIATION BLOGS 2014 Understanding How They Can be Effective & Drive Business Goals Crafting Something Tasty From Many Voices Presented to Blue Ash Business Association (Cincinnati Area) - Jan. 9, 2014 Leveraging Business Association Blogs| BABA| 1/9/2014 1
  • 2. ITEMS TO DISCUSS www.KirstenMeyer.com 01 Why Blog? The Role of Content 02 Similar Blogs: Inventory of Resources, Purpose & Opportunities 03 Writing a Blog Post: Technical Considerations 04 Being Seen: Visibility & Promotion 05 Hidden Dangers: Do’s and Don’ts The presentation will be followed by a brief Q&A Leveraging Business Association Blogs | BABA| 1/9/2014 2
  • 3. ABOUT KM STRATEGIC www.KirstenMeyer.com QUALITY CONTENT GETS RESULTS EMAIL BLOGS DOWNLOADABLE OFFERS ONSITE TEXT SOCIAL MEDIA WHITEPAPERS BRAND AWARENESS CUSTOMER LOYALTY HIGH QUALITY LEADS WEBSITE TRAFFIC THOUGHT LEADERSHIP LEAD NURTURING Leveraging Business Association Blogs | BABA| 1/9/2014 3
  • 4. BENEFITS OF BLOGGING www.KirstenMeyer.com 1. SERVE INFO ON-DEMAND 2. HELP BRAND VISIBILITY 3. THOUGHT LEADERSHIP, EXPERTISE & TRUST 4. SEO BENEFIT Visitors Leads MQL SQL 5. FEEDS THE SALES FUNNEL 6. LOWER COST PER LEAD FOR INBOUND VS. OUTBOUND MARKETING ($346 VS. $135) (HUBSPOT) Leveraging Business Association Blogs | BABA| 1/9/2014 GOAL 4
  • 5. BENEFITS OF BLOGGING www.KirstenMeyer.com HOW DOES BLOGGING DO ALL THAT? • EACH POST IS A NEW PAGE OF CONTENT. • EACH PAGE OF CONTENT IS A NEW OPPORTUNITY TO BE FOUND. THE GREATER YOUR REPERTOIRE OF ONLINE CONTENT, THE GREATER YOUR DIGITAL FOOTPRINT. Leveraging Business Association Blogs | BABA| 1/9/2014 5
  • 6. DELIVERING GOOD CONTENT Quality content increases the likelihood of occurrence at each step towards ranking in organic search results www.KirstenMeyer.com Being Found Being Clicked Social Shares More Time on Page Good Content Return Visits Views Other Pages More Perceived Value Builds Trust Leveraging Business Association Blogs | BABA| 1/9/2014 6
  • 7. DEFINING GOALS www.KirstenMeyer.com In order to deliver quality content, you must define your target. Leveraging Business Association Blogs | BABA| 1/9/2014 7
  • 8. DEFINING QUALITY CONTENT www.KirstenMeyer.com Quality content is: -Created with your target audience in mind. -Interesting enough to make someone want to read it. -Well written and formatted enough to be read. -Findable. -Likeable. -Useful. -Relevant. -Shareable. Leveraging Business Association Blogs | BABA| 1/9/2014 8
  • 9. What is the Purpose of Your Biz. Association Blog? For Example: 1)To drive membership 2)To boost membership participation 3)To gain exposure to members and member businesses 4)To increase organic search ranking for the Biz. Association If you don’t identify goals, you will struggle to get buy-in or consistency. Leveraging Business Association Blogs | BABA| 1/9/2014
  • 10. DEFINING QUALITY CONTENT www.KirstenMeyer.com Why a Business Association Blog? • A unique opportunity to extract benefit from an online “marketing co-op,” where everyone contributes, and everyone reaps a share of the rewards. • To generate online exposure, leads, and business opportunities (for members, member businesses, and the organization). • For smaller biz without resources to maintain their own business blog, a biz association blog can potentially tap into greater online exposure with less investment. Leveraging Business Association Blogs | BABA| 1/9/2014 9
  • 11. DEFINING QUALITY CONTENT www.KirstenMeyer.com Why NOT a Business Association Blog? • If there is not sufficient interest/ bandwidth/ resources to maintain. • If there is no overall driving goal. • If people are going to do it halfway and put forth a poor image. • If the only real audience is each other. • In such cases, email or social media (such as a LinkedIn group) may be a preferable platform (less time required and allows more casual sharing). Leveraging Business Association Blogs | BABA| 1/9/2014 10
  • 12. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com WHAT DO OTHER BUSINESS ASSOCIATION BLOGS LOOK LIKE? LOOKING AT BLOGS OF TOP-RANKING BIZ. ASSOCIATIONS Leveraging Business Association Blogs | BABA| 1/9/2014 11
  • 13. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com Garbage vs. Art? How is the array of different voices presented? Leveraging Business Association Blogs | BABA| 1/9/2014 12
  • 14. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com GENERAL OBSERVATIONS: 1. 2. 3. 4. 5. 6. 7. 8. 9. WRITTEN FOR OTHER MEMBERS. MISSED OPPORTUNITIES. NO BLOG CONTINUITY. UNCLEAR BLOG TITLES. POSTS TOO BRIEF. GRAPHICS = GOOD FREE MARKETING. POSTING 1X/MO. DISCOURAGES VISITORS. FAILURE TO SPOTLIGHT BIZ & PERSONALITY QUESTIONABLE VALUE Leveraging Business Association Blogs | BABA| 1/9/2014 13
  • 15. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com EXAMPLE 1 (BLOG-LEVEL): POST TITLES • THE ART OF HEALTHY LIVING • VOLUNTEERISM ALIVE & WELL IN WESTERN CONNECTICUT • SECRETS FOR HEALTHY LIVING • OMG WHERE HAS THE TIME GONE • HOW DO REPAIR SHOPS COME UP WITH AN ESTIMATE? Leveraging Business Association Blogs | BABA| 1/9/2014 14
  • 16. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com EXAMPLE 2 (BLOG-LEVEL): POST TITLES • 101 REASONS TO LOVE BALTIMORE RIGHT NOW • HELP FEED LOCAL FAMILIES IN NEED • BEST OF BALTIMORE- BALTIMORE CITY PAPER BENEFIT FOR THE ROOSEVELT RECREATION CENTER • SCHOOL OF ROCK BALTIMORE’S “ULTIMATE SUMMER” SHOW Leveraging Business Association Blogs | BABA| 1/9/2014 15
  • 17. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: This is a blog post that wants to be a social media post! Leveraging Business Association Blogs | BABA| 1/9/2014 16
  • 18. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: | Idea is the key ...| My presentation Title will goes here| 15/08/2012 17
  • 19. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: The point of this post is hidden in the third paragraph; you’d never know! Leveraging Business Association Blogs | BABA| 1/9/2014 18
  • 20. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: Kenton: Please let us know when you figure out what else is great about your town. You left us hanging! Leveraging Business Association Blogs | BABA| 1/9/2014 19
  • 21. BLOG LEVEL STRATEGY www.KirstenMeyer.com TO DO: BLOG “GAME PLAN” DEDICATE EDITOR & LEAD PROMOTION CREATE A SCHEDULE Leveraging Business Association Blogs | BABA| 1/9/2014 20
  • 22. BLOG LEVEL STRATEGY www.KirstenMeyer.com TO DO: • LOOK AT OTHER BLOGS- WHAT DO YOU LIKE? • WHO DO YOU WANT TO ATTRACT? • WHAT ACTION DO YOU WANT THEM TO TAKE? • WHAT CONTENT WILL THEY BE LOOKING FOR? • HOW CAN YOU CREATE A COHESIVE PICTURE FROM YOUR ARRAY OF VOICES? • WILL ONE PERSON POST, EDIT, FORMAT? • HOW OFTEN WILL BLOGS BE POSTED? • HOW WILL THEY BE DISSEMINATED? Leveraging Business Association Blogs | BABA| 1/9/2014 21
  • 23. www.KirstenMeyer.com BLOG LEVEL STRATEGY SAMPLE BLOG “GAME PLAN” FOR JANUARY: • “BILL” WILL BE EDITOR • “KARY” WILL LEAD PROMOTION JAN TOPICS (2X/WEEK): 1. 2. 3. 4. 5. 6. 7. 8. 9. RENTING BUSINESS SPACE IN CINCINNATI: 5 TIPS CINCY SMALL BIZ CORNER: HR FAQS FOR SMALL BUSINESSES BEST BUSINESS SIGNAGE IN BLUE ASH (PHOTO COLLAGE) BUSINESS EVENT PLANNING RESOURCES IN CINCINNATI 5 MINUTES WITH AN URBAN FARMER IN CINCINNATI (VIDEO) CINCY SMALL BIZ CORNER: BANKING TIPS FOR STARTUPS BLUE ASH BUSINESSES TOP CINCINNATI'S “BEST OF” 2013 LIST CINCY SMALL BIZ CORNER: MARKETING TIPS FOR LAWYERS STARTING A BUSINESS IN OHIO? DON’T OVERLOOK THESE 6 TIPS FOR EACH POST, ATTACH A DATE, A WRITER, AN INTERVIEWEE(S) IF APPLICABLE, & A TARGET AUDIENCE Leveraging Business Association Blogs | BABA| 1/9/2014 22
  • 24. SECTION 3: TECHNICAL www.KirstenMeyer.com WRITING A BLOG POST: TECHNICAL CONSIDERATIONS Leveraging Business Association Blogs | BABA| 1/9/2014 23
  • 25. BLOG TITLE CONSTRUCTION www.KirstenMeyer.com A GOOD TITLE: • IS COMPELLING • USES A KEYWORD • HAS A SINGLE TOPIC • CLEARLY EXPRESSES THE TOPIC • 8 WORDS / 70 CHARACTERS Leveraging Business Association Blogs | BABA| 1/9/2014 24
  • 26. BLOG FORMAT www.KirstenMeyer.com FORMAT FOR CONSUMPTION • • • • • • • • • Bullets Length 400-1000 words Images Headline Font types Whitespace Subheaders Numbers Signature blurb Leveraging Business Association Blogs | BABA| 1/9/2014 25
  • 27. BLOG FORMAT www.KirstenMeyer.com NOT AN ESSAY FOR SCHOOL A+ paper, wrong format for blog Leveraging Business Association Blogs | BABA| 1/9/2014 26
  • 28. www.KirstenMeyer.com Essentially same content; re-formated for a blog post Leveraging Business Association Blogs | BABA| 1/9/2014 27
  • 29. www.KirstenMeyer.com Note page components: • shareability • digestability • scanability • whitespace • offers • graphics • subheaders • links • citations Leveraging Business Association Blogs | BABA| 1/9/2014 28
  • 30. BLOG FORMAT www.KirstenMeyer.com Leveraging Business Association Blogs | BABA| 1/9/2014 29
  • 31. SECTION 4: BEING SEEN www.KirstenMeyer.com GET YOUR BLOG SEEN: VISIBILITY & PROMOTION 1. KEYWORDS & META DATA 2. LINKS 3. SOCIAL MEDIA 4. EMAIL 5. PROMOTE SUBSCRIPTIONS 6. PROMOTE ON MEMBER WEBSITES Leveraging Business Association Blogs | BABA| 1/9/2014 30
  • 32. BLOG PROMOTION www.KirstenMeyer.com WHAT DO YOU MEAN, ‘META DATA’? Using a Blog to Serve Business Goals| BABA| 1/9/2014 31
  • 33. BLOG DO’S & DON’TS www.KirstenMeyer.com COOKING UP THE WRONG KIND OF FIRE: HIDDEN DANGERS • • • • • • • Subscribe/Unsubscribes Duplicate Content Regrettable Content or Tone Attribution FTC Guideline Disclosure Trolling in Comments XML Code in Formatting Leveraging Business Association Blogs | BABA| 1/9/2014 32
  • 34. RECAP: KEY POINTS www.KirstenMeyer.com Use Blog-level and Post-level strategy. Create quality content with your user in mind, and create it as often as possible. Constantly promote and share. Read others’ blogs & participate in the conversation. Leveraging Business Association Blogs | BABA| 1/9/2014 33
  • 35. Blue Ash New Year 2014 THANK YOU ! FOR COMING Get in touch by phone, email, or online at: (+1) 714.454.6647 www.KirstenMeyer.com Kirsten.Marie.Meyer@gmail.com Leveraging Business Association Blogs | BABA| 1/9/2014 34