Marketo blogging basics
 

Marketo blogging basics

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Marketo blogging basics Marketo blogging basics Presentation Transcript

  • Go On, Get Your Blog OnBlogging 101
  • Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Executive Overview • B2B companies that blog generate 67% more leads per month than those who do not. • 2/3 of marketers say their company blog is “critical” or “important” to their business. • B2C Companies that blog generate 88% more leads per month than those who do not. • 77% of Internet users read blogsPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEOPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEOPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results What are the key objectives? • Branding • Public Relations • SEO • Customer Service • SalesPage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results How will you track progress? • Number of posts • Comments • SEO Improvement • Lead GenerationPage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Measure Who are they? What problems do you solve? • Prospects • Clients • Employees • Industry InfluencersPage 8© 2012 Marketo, Inc. • Media Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Quality Content • Focus your blog topic • Write for your target audience • Recruit guest writers in your industry • Create categories & use Proprietary and ConfidentialPage 9© 2012 Marketo, Inc. Marketo
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Consistent Content • Create a blog content calendar • Set blog posting goals; ie: 2x/wk • Create posts in advance & schedulePage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Promoting your blog is key. •Read & Comment on other blogs •Link to other blogs •Promote/mention other bloggers •Respond to blog commentsPage 11 •Make it easy to subscribe & share© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Blog results should be weighed against blog objectives. • Web Analytics • RSS Feed subscriptions • Social Media Engagement; ie: shares, likes, RT’sPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Progress should be weighed against the metrics you choose. • Weekly/Monthly posts • Number & Quality of Comments • Calls to action to drive leadsPage 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEOPage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 Create Blog Posts For Your Audience • Focus Your Topic • Title • Image • Outline The Problem • Provide The Solution • Strong Call To ActionPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 Focus Your Topic • What point do you want to make? • What action do you want your reader to take? • Are you trying to convince, persuade, lead, inform, etc?Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 Title • Provide A Solution • Be Interesting, Relevant, Surprising • Consider Keywords Example: “5 Myths About Marketing Automation” “Lead Nurturing Through Social Media” “6 Ways to Shorten Your Sales Cycle”Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 Images • Catch the reader’s eye • Draw visually motivated readers into the content • May also improve SEOPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 Outline The Problem What problem does your audience likely have and how you can help solve that solve in the post? Potential Problems • Increase quality followers on Twitter • Engage with media on Facebook • Social media implementation & time managementPage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 Provide The Solution Once the problem is identified, offer your solution in a way the reader can fully understand. Possible formats: • Step by step • List • ResourcesPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101Strong Call To ActionAsk readers to take a clear action.Possible actions:• Share tips, feedback, insights• Direct them to a landing page• Download another form of content; ie: white paper, ebook, case studyPage 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEOPage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blog as a Marketing Tool Blogs with great content can be effective marketing tools. Blog Blogs with great content that are optimized AND promoted create overwhelming competitive advantages. Blog keywords keywords keywordsPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 SEO For Blogging Keyword in Title Keyword in post Develop a post concept with a keyword in mind to ensure that the post naturally speaks to that term. EnsureKeyword links the keyword is present into relevant key areas that help thewebpage reader and the search engine understand the them of the post.Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Blogging 101 SEO For Blogging Keyword rankingPage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Thank You! For more tips, download the B2B Blogging Cheat Sheet, part of the Marketo Social Media Success Kit. www.Marketo.comPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential