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MUST DO ITEMSFOR YOUR BLOG
Seth GodinEveryone is an expert…on something.
eMarketer Reports
HubSpot Reports     Copyright © 2010 InfoTrust, LLC   4
HubSpot Reports     Copyright © 2010 InfoTrust, LLC   5
Marketing Sherpa Reports
Marketing Sherpa Reports
Establish YourREASON FOR BEING
Sales QuestionSo, if I am your ideal prospect, why  should I buy from you rather  than any of your competitors?
BLOG QuestionSo, if I am your ideal blog reader, why  should I read your blog rather than  any of your competitors?
BLOG QuestionSo, if I am your ideal blog reader, why  should I read your blog rather than  any of your competitors?  1.   ...
Identify Stakeholders1.   Who is writing your blog?2.   What are the expectations?3.   Are the policies in place?4.   What...
Manage Expectations1. Promise what you can deliver2. Deliver more than you promise
Research YourCOMPETITION
Competitive Dashboard         PageRank   Keywords   Inbound   Retweets    Social  Multimedia   Traffic                    ...
Competitive Research
Keyword Density
Keyword Density
Know yourREADER
Know Your AudienceHow can I group my blog   readers into three different   categories?
Homework•   Define three distinct user personas.•   Specific needs and pain points.•   Areas of interest.•   What makes th...
Address Pains WithCONTENT
People Always Ask1. Will it save me money?2. Will it save me time?3. Will it improve my life?4. How?
Google Statistics70% of Americans now say they look at product or company reviews before making a purchase.
Curate Best Content•   Find the best content•   Package it•   Add value•   Create a diverse portfolio•   Share findings an...
What to curate?     What to Curate•   Expert tips•   Presentations/Webinars•   Quotations•   Case studies•   Industry blog...
ResearchWhat to Curate
ResearchWhat to Curate
Dazzle withPRESENTATION
Presentation   What to CurateFrom HEADER To SUBHEADER   To SUMMARY       To SECTION TITLES           To CONCLUSION        ...
Presentation   What to CurateBreak up the article into short sections. This not  only makes it easier to read, it’s also g...
Formatting  What to Curate• Short paragraphs• Bulleted or numbered lists (where  relevant)• Relevant headers and sub-heade...
Formatting Curate  What to Checklist  Headers and Subheaders  Screenshots & Relevant Images  Multimedia  Summary and Concl...
Remember yourZMOT
ZMOT     What to CurateThe best brands consistently win two moments of  truth. The first moment occurs at the store shelf,...
ZMOT      What to CurateWhether were shopping for corn flakes, concert  tickets or a honeymoon in Paris, the Internet has ...
WhatPage SEO On to Curate
On Page SEO Steps     What to Curate•   Audience•   Primary Keyword•   Post Keywords•   Content•   Images•   Promotion•   ...
Market withPASSION
Encourageto Curate  What Conversations•   Keep comments open•   Allow commentators to provide identifying URLs•   Monitor ...
Social SharingWhat to Curate
Promotion     What to Curate• Create high-quality, educational or  entertaining content.• Submit your blog to online direc...
What do we share?
What toEmails Collect Curate
Provoke to Curate What Discussions
Analyze yourPROGRESS
Measure to Curate What Right MetricsFocus on what people doFocus on trendsConsistency wins over accuracyKeep your expe...
Traffic SourcesWhat to Curate   Traffic Sources
Referring TrafficWhat to Curate    Traffic Sources
Depth Sources   Traffic of VisitWhat to Curate
Best & Worst Posts What to Curate     Traffic Sources
Social Actions     What to Curate        Traffic Sources•   Facebook likes•   Retweets•   LinkedIn and other shares•   Lin...
TestEVERYTHING
Example       What to Curate            Traffic SourcesCompany     Online magazine publicationChallenge   Getting people t...
ExampleWhat to Curate   Traffic Sources
ExampleWhat to Curate   Traffic Sources
Items to Test    What to Curate            Traffic Sources•   Images•   Titles•   Number of Paragraphs•   Amount of Links•...
ImproveINCREMENTALLY
Measurement
Calculating ROIHours a      Hourly Rate   Monthly       Other     TotalMonth to     per Blogger   Design Fees   MonthlyCre...
What HaveWe Learned?    Copyright © 2010 InfoTrust, LLC   61
Company    InfoTrust, LLCEmail:     mloban@infotrustllc.comTwitter:   @iwanttobesocialWebsite:   www.infotrustllc.com 62
Blog Marketing
Blog Marketing
Blog Marketing
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Transcript of "Blog Marketing"

  1. 1. MUST DO ITEMSFOR YOUR BLOG
  2. 2. Seth GodinEveryone is an expert…on something.
  3. 3. eMarketer Reports
  4. 4. HubSpot Reports Copyright © 2010 InfoTrust, LLC 4
  5. 5. HubSpot Reports Copyright © 2010 InfoTrust, LLC 5
  6. 6. Marketing Sherpa Reports
  7. 7. Marketing Sherpa Reports
  8. 8. Establish YourREASON FOR BEING
  9. 9. Sales QuestionSo, if I am your ideal prospect, why should I buy from you rather than any of your competitors?
  10. 10. BLOG QuestionSo, if I am your ideal blog reader, why should I read your blog rather than any of your competitors?
  11. 11. BLOG QuestionSo, if I am your ideal blog reader, why should I read your blog rather than any of your competitors? 1. Who is the ideal blog reader? 2. What is your value proposition? 3. Who are the competitors? 4. BONUS – prove it.
  12. 12. Identify Stakeholders1. Who is writing your blog?2. What are the expectations?3. Are the policies in place?4. What are the rewards?
  13. 13. Manage Expectations1. Promise what you can deliver2. Deliver more than you promise
  14. 14. Research YourCOMPETITION
  15. 15. Competitive Dashboard PageRank Keywords Inbound Retweets Social Multimedia Traffic Links Mentions EstimatorBlog 1Blog 2Blog 3
  16. 16. Competitive Research
  17. 17. Keyword Density
  18. 18. Keyword Density
  19. 19. Know yourREADER
  20. 20. Know Your AudienceHow can I group my blog readers into three different categories?
  21. 21. Homework• Define three distinct user personas.• Specific needs and pain points.• Areas of interest.• What makes them unique?
  22. 22. Address Pains WithCONTENT
  23. 23. People Always Ask1. Will it save me money?2. Will it save me time?3. Will it improve my life?4. How?
  24. 24. Google Statistics70% of Americans now say they look at product or company reviews before making a purchase.
  25. 25. Curate Best Content• Find the best content• Package it• Add value• Create a diverse portfolio• Share findings and analysis
  26. 26. What to curate? What to Curate• Expert tips• Presentations/Webinars• Quotations• Case studies• Industry blog sites• Infographics• Statistics• Industry examples
  27. 27. ResearchWhat to Curate
  28. 28. ResearchWhat to Curate
  29. 29. Dazzle withPRESENTATION
  30. 30. Presentation What to CurateFrom HEADER To SUBHEADER To SUMMARY To SECTION TITLES To CONCLUSION To NEXT BLOG POST
  31. 31. Presentation What to CurateBreak up the article into short sections. This not only makes it easier to read, it’s also good for search engines.Headers and sub-headers are great places to include keywords and related keyword phrases.
  32. 32. Formatting What to Curate• Short paragraphs• Bulleted or numbered lists (where relevant)• Relevant headers and sub-headers throughout (to make scanning easier)• Conversion-focused links within the content area of the page• Text, text and text
  33. 33. Formatting Curate What to Checklist Headers and Subheaders Screenshots & Relevant Images Multimedia Summary and Conclusion Embedded Videos Bullets Bold Text Useful Links
  34. 34. Remember yourZMOT
  35. 35. ZMOT What to CurateThe best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn’t. - A.G. Lafley CEO Procter & Gamble
  36. 36. ZMOT What to CurateWhether were shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy.Today were all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase.
  37. 37. WhatPage SEO On to Curate
  38. 38. On Page SEO Steps What to Curate• Audience• Primary Keyword• Post Keywords• Content• Images• Promotion• Social Sharing• Measurement
  39. 39. Market withPASSION
  40. 40. Encourageto Curate What Conversations• Keep comments open• Allow commentators to provide identifying URLs• Monitor and reply to comments• Listen to feedback and respond• Ask questions
  41. 41. Social SharingWhat to Curate
  42. 42. Promotion What to Curate• Create high-quality, educational or entertaining content.• Submit your blog to online directories.• Write guest posts for other blogs.• Research link building opportunities with other websites.• Don’t borrow, beg, barter, bribe or buy links.
  43. 43. What do we share?
  44. 44. What toEmails Collect Curate
  45. 45. Provoke to Curate What Discussions
  46. 46. Analyze yourPROGRESS
  47. 47. Measure to Curate What Right MetricsFocus on what people doFocus on trendsConsistency wins over accuracyKeep your expectations in order
  48. 48. Traffic SourcesWhat to Curate Traffic Sources
  49. 49. Referring TrafficWhat to Curate Traffic Sources
  50. 50. Depth Sources Traffic of VisitWhat to Curate
  51. 51. Best & Worst Posts What to Curate Traffic Sources
  52. 52. Social Actions What to Curate Traffic Sources• Facebook likes• Retweets• LinkedIn and other shares• Links back• Comments• Followers• @mentions
  53. 53. TestEVERYTHING
  54. 54. Example What to Curate Traffic SourcesCompany Online magazine publicationChallenge Getting people to participateGoal Increase the number of user commentsStrategy Test different calls to action
  55. 55. ExampleWhat to Curate Traffic Sources
  56. 56. ExampleWhat to Curate Traffic Sources
  57. 57. Items to Test What to Curate Traffic Sources• Images• Titles• Number of Paragraphs• Amount of Links• Offers
  58. 58. ImproveINCREMENTALLY
  59. 59. Measurement
  60. 60. Calculating ROIHours a Hourly Rate Monthly Other TotalMonth to per Blogger Design Fees MonthlyCreate a FeesBlog40 $30 $300 $200 $1,700Leads per Conversion Average Life Profit BloggingMonth Rate Time Margin Revenue Customer Value10 15% $5,000 30% $2,250 ROI = (Revenue – Investment)/Investment = 32%
  61. 61. What HaveWe Learned? Copyright © 2010 InfoTrust, LLC 61
  62. 62. Company InfoTrust, LLCEmail: mloban@infotrustllc.comTwitter: @iwanttobesocialWebsite: www.infotrustllc.com 62

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