How to Create an Internal Blogging Program that Works
 

How to Create an Internal Blogging Program that Works

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Your blog is a critical channel for inbound marketing efforts, lead generation, brand awareness, and more. But how do you get more content? And how can you get internal subject matter experts to ...

Your blog is a critical channel for inbound marketing efforts, lead generation, brand awareness, and more. But how do you get more content? And how can you get internal subject matter experts to contribute their thought leadership? You need to build an internal blogging program that actually works and gets people excited to contribute.

Dayna Rothman, Sr. Content Marketing Manager at Marketo, will show you:
• How to build a blogging program step-by-step
• How to incentivize your writers and get them to contribute
• How to evangelize your program internally
• How to provide expert resources so your bloggers succeed

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    How to Create an Internal Blogging Program that Works How to Create an Internal Blogging Program that Works Presentation Transcript

    • How to Create an Internal Blogging Program That Works. Dayna Rothman, Sr. Content Marketing Manager, Marketo @dayroth © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Blogging Stats • 61% of US consumers have made a purchase through a blog post • 77% of internet users read blogs • Companies that blog have 97% more inbound links • B2B marketers using blogs generate 67% more leads • 37% of marketers believe blogs are the most important type of marketing Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Blogs Help With… • • • • • • Increasing traffic to your website Generating leads Generating inbound links Showing your industry thought leadership Showing your company personality Developing the personal brands of your internal super stars • Speaking directly to influencers and customers Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Problem: Not Enough Bloggers! © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • But, how do you get enough content?? Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Marketo Blog—Case Study • The Marketo blog brings in over 650,000 unique visitors and almost $2 million dollars in directly attributed revenue • We post at least 1 blog post 5 days per week • Prior to May 2013, we only had 3 regular bloggers! • That is a lot of blogs to think about every week Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Solution: Launch an Internal Blogging Program in 7 steps © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Employee Blog Contributors • • • • • • • • Share expertise Diversify your content Increase your content Position entire company as thought leaders Gain individual professional recognition Attract new customers Great for links Great for SEO Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • But, Everyone is So busy! Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 1: Understand Internal Barriers to Success • Ask: What is holding your employees back from blogging now? • • • • Time? Difficulty writing? Lack of interest? Do they even know you have a blog? • Create an internal blog program that addresses your top barriers Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 2: Create Program Incentives and Milestones • People like to be incentivized! Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Other Incentive Considerations • Team contests • Quarterly contests for: • Most shared post • Most viewed post • Most creative/Best overall post Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 3: Develop Formalized Guidelines • Role assignment • Executive Editor, Managing Editor, Associate Editor • Content guidelines • • • • • Page 14 © 2013 Marketo, Inc. Length requirements Post topic suggestions SEO guidelines Formatting guidelines Social media guidelines Marketo Proprietary and Confidential
    • Submission and Approval Process Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 4: Create Your Program (with a theme!) Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 5: Create a Guidebook • • • • • Outlines program basics—available on microsite Outlines incentive structure Outlines available resources Outlines approval process and submissions Gives tips on how to blog Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 6: Provide Training and Expert Resources • Offer a handful of formalized training sessions for anyone to participate in • Offer 1:1 blogging consultations for interesting participants • Help bloggers with writing • Help bloggers with ideation • Offer copyediting assistance for those who aren’t comfortable writing Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Step 7: Meet with Internal Stakeholders • Evangelize your program! • Choose your top 10-15 “dream bloggers” • Meet with: • Key executives • Key team members with expertise • Key groups with expertise • Determine a meeting cadence Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Marketo Internal Blog Program Launch! May 2013 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Day-of Launch • • • • • • Email sent out from CMO about program Chatter post Posters put up around the office Stickers handed out to everyone 3 group training sessions scheduled Microsite published Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Training Sessions • • • • Program specifics Submission process Incentives Basic blogging training • • • • • How to come up with ideas What topics work for the Marketo blog SEO considerations How to format your post What blogs to follow • Standing monthly trainings for new hires Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Ongoing Blogger Recognition • Announcement on Chatter whenever a blogger hits an incentive • Monthly newsletter announcement with most read post and most shared post Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Blog Promotion on Social • • • Posts on Facebook, Twitter, LinkedIn, and G+ Paid promotion on Facebook behind every blog post Huge increase in the number of shares and engagement on Facebook posts Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Additional Content Wins from Blogs • Blog to ebook repurpose Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • So, What Happened? © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Increase in Amount of Bloggers • • • • • Went from 3 regular bloggers to 30+ regular bloggers 5 people received 3 post milestones 3 people received 7 post milestones Many more bloggers close to reaching milestones Inclusion of Saturday post when needed Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Traffic Increases Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • First-Touch (FT) and Multi-Touch (MT) • Last 12 months to generate prospects • Website + Blog = 38% of all opps Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Huge Blog Share Increases on Facebook • Average likes per post up 86% from May through November • From an average of 434 likes per post to 806 likes per post • Top blog received 2,557 likes Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Other Sources of Content for Your Blog. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Guest Blogging • • • • Reach out to people in your network—influencers, customers, and partners Reach out via Twitter to get guest bloggers Create guest blog guidelines similar to internal guidelines Guest blogs increase reach, help with influencer relations, help you get more content, and get you links! Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Showcasing the Content on Your Blog for Optimal Conversions: 10 Best Practices © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 1: Highly Visual Content • • • • Readers are overwhelmed with words Visual content is a great way to engage Good visuals make the written word stand out Create your blog to emphasize visuals Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 2: Have Clear Conversion Goals • Your blog should achieve measurable goals • Clear conversion paths that don’t get in the way of readership Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 3: Multiple Paths to Social • Encourage social sharing and engagement with your blog • Share blog homepage and category pages • Share individual posts • Follow the company on various social networks Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 4: Give Them Tweetables • Craft ready-to-use tweets • Encourage readers to spread the word • Think about K.I.S.S! Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 5: Social Validation • Help buyers find and trust your content • Adds credibility—a post with 2000 shares is way more trusted than a post with 0 shares • Make it easy to see how many shares each post has Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 6: Great Mobile Experience • Always have responsive design for a great mobile or tablet experience • Offer mobile visitors a way to subscribe Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 7: Merchandise Your Best Content • Guide new visitors to your top posts • Consider placing 3 popular posts in the top section of your blog home page • Have rich, visual menus • Show most shared posts Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 8: Connect Content to Authors • • • • Highlight your blog authors Headshot Bio Social profile links—Twitter, LinkedIn, G+ Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 9: Enable Commenting • Encourage commenting • Ask a question at the end of the blog to engage community • Choose a commenting platform like Disqus Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Best Practice 10: Diversify Your Content • In addition to traditional blogs posts include: • Videos • Infographics • Visual Slide Decks Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 7 Key Takeaways 1. Encourage your employees to blog by creating a formalized program 2. Provide incentives for employee contribution 3. Provide blog training and assistance for employees not comfortable with blogging 4. Create a guidebook/microsite so all of your program information can be found in one place 5. Include guest bloggers for even more content 6. Design your blog to be visual and engaging 7. Include ways to convert leads on your blog Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • Q&A drothman@marketo.com @dayroth © 2013 Marketo, Inc. Marketo Proprietary and Confidential