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Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
Blog Marketing
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Blog Marketing

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Transcript

  • 1. MUST DO ITEMSFOR YOUR BLOG
  • 2. Seth GodinEveryone is an expert…on something.
  • 3. eMarketer Reports
  • 4. HubSpot Reports Copyright © 2010 InfoTrust, LLC 4
  • 5. HubSpot Reports Copyright © 2010 InfoTrust, LLC 5
  • 6. Marketing Sherpa Reports
  • 7. Marketing Sherpa Reports
  • 8. Establish YourREASON FOR BEING
  • 9. Sales QuestionSo, if I am your ideal prospect, why should I buy from you rather than any of your competitors?
  • 10. BLOG QuestionSo, if I am your ideal blog reader, why should I read your blog rather than any of your competitors?
  • 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. Identify Stakeholders1. Who is writing your blog?2. What are the expectations?3. Are the policies in place?4. What are the rewards?
  • 13. Manage Expectations1. Promise what you can deliver2. Deliver more than you promise
  • 14. Research YourCOMPETITION
  • 15. Competitive Dashboard PageRank Keywords Inbound Retweets Social Multimedia Traffic Links Mentions EstimatorBlog 1Blog 2Blog 3
  • 16. Competitive Research
  • 17. Keyword Density
  • 18. Keyword Density
  • 19. Know yourREADER
  • 20. Know Your AudienceHow can I group my blog readers into three different categories?
  • 21. Homework• Define three distinct user personas.• Specific needs and pain points.• Areas of interest.• What makes them unique?
  • 22. Address Pains WithCONTENT
  • 23. People Always Ask1. Will it save me money?2. Will it save me time?3. Will it improve my life?4. How?
  • 24. Google Statistics70% of Americans now say they look at product or company reviews before making a purchase.
  • 25. Curate Best Content• Find the best content• Package it• Add value• Create a diverse portfolio• Share findings and analysis
  • 26. What to curate? What to Curate• Expert tips• Presentations/Webinars• Quotations• Case studies• Industry blog sites• Infographics• Statistics• Industry examples
  • 27. ResearchWhat to Curate
  • 28. ResearchWhat to Curate
  • 29. Dazzle withPRESENTATION
  • 30. Presentation What to CurateFrom HEADER To SUBHEADER To SUMMARY To SECTION TITLES To CONCLUSION To NEXT BLOG POST
  • 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. 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. Formatting Curate What to Checklist Headers and Subheaders Screenshots & Relevant Images Multimedia Summary and Conclusion Embedded Videos Bullets Bold Text Useful Links
  • 34. Remember yourZMOT
  • 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. 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. WhatPage SEO On to Curate
  • 38. On Page SEO Steps What to Curate• Audience• Primary Keyword• Post Keywords• Content• Images• Promotion• Social Sharing• Measurement
  • 39. Market withPASSION
  • 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. Social SharingWhat to Curate
  • 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. What do we share?
  • 44. What toEmails Collect Curate
  • 45. Provoke to Curate What Discussions
  • 46. Analyze yourPROGRESS
  • 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. Traffic SourcesWhat to Curate Traffic Sources
  • 49. Referring TrafficWhat to Curate Traffic Sources
  • 50. Depth Sources Traffic of VisitWhat to Curate
  • 51. Best & Worst Posts What to Curate Traffic Sources
  • 52. Social Actions What to Curate Traffic Sources• Facebook likes• Retweets• LinkedIn and other shares• Links back• Comments• Followers• @mentions
  • 53. TestEVERYTHING
  • 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. ExampleWhat to Curate Traffic Sources
  • 56. ExampleWhat to Curate Traffic Sources
  • 57. Items to Test What to Curate Traffic Sources• Images• Titles• Number of Paragraphs• Amount of Links• Offers
  • 58. ImproveINCREMENTALLY
  • 59. Measurement
  • 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. What HaveWe Learned? Copyright © 2010 InfoTrust, LLC 61
  • 62. Company InfoTrust, LLCEmail: mloban@infotrustllc.comTwitter: @iwanttobesocialWebsite: www.infotrustllc.com 62

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