Blogging 101 for Brands

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Building an Online Content Hub to 
Position Your Brand’s Expertise

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Blogging 101 for Brands

  1. 1. nick westergaard | branddrivendigital.com | 2015 social spotlight BRAND DRIVEN digital Blogging 101 Building an Online Content Hub to 
 Position Your Brand’s Expertise
  2. 2. Your Brand’s Online Hub Photo via Flickr user Velo Steve
  3. 3. Blogging: Social Spotlight ‣ By the Numbers ‣ How Brands Use Blogs ‣ 5 Cs to Building Your Blog ‣ Things to Remember
  4. 4. 1 Blogging by the Numbers
  5. 5. 156 millionpublic blogs in existence Source: Dream Systems Media
  6. 6. 23% of timeonline is spent with blogs 
 — twice as much as gaming Source: Dream Systems Media
  7. 7. 31% morebloggers today than their were three years ago Source: eMarketer
  8. 8. 60%of businesses have a business or company blog
  9. 9. 61%of u.s. online consumers have made a purchase based on recommendations from a blog Source: BlogHer
  10. 10. 81%of u.s. online consumers trust information and advice from blogs Source: BlogHer
  11. 11. 82%of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly — which, by itself, is still an impressive result. Source: Hubspot
  12. 12. B2B Blogsb2b companies with blogs generate 67% more leads per month than non-blogging firms Source: Social B2B
  13. 13. 13xMarketers who have prioritized blogging are 13x more likely to enjoy positive roi Source: Hubspot
  14. 14. Blogs Create Real Customers
  15. 15. Marketers See the Value
  16. 16. Blog Importance Is Increasing
  17. 17. Top Area of Investment
  18. 18. 35 v. 6535% actively update their blog at least once a month where as 65% haven’t updated their blog in a year or more!
  19. 19. Weekly is the most popular blog posting frequency Source: Marketing Charts
  20. 20. 2 How Brands 
 Use Blogs
  21. 21. Types of Bloggers ‣ Hobbyist ‣ Professional/Part-Time/Full-Time ‣ Corporate ‣ Entrepreneurs Source: Technorati
  22. 22. Who Are Business Bloggers?
  23. 23. Blogging Benefits for Businesses ‣ SEO — Google loves new content ‣ Positioning — Your Brand as a thought leader ‣ Customer Focus — Place for engaging, providing feedback, & creating evangelists ‣ Market Research — Inform product development ‣ Sales — Platform for info relevant to the sales process ‣ Public Relations — Trusted resource by news media ‣ BONUS! Puts Faces with Your Business
  24. 24. Positioning: Manpower
  25. 25. Customer Focus: Southwest Airlines
  26. 26. Customer Focus: Citrix
  27. 27. Market Research: Starbucks
  28. 28. Sales Process (B2C): Disney Parks
  29. 29. Sales Process (B2B): Caterpillar
  30. 30. PR/Branding: GE
  31. 31. BONUS! Sweet Leaf Tea
  32. 32. 3 The Five Cs to 
 Building Your Blog
  33. 33. The Five Cs of Building Your Blog ‣ Content ‣ Consistency ‣ Construction ‣ Composition ‣ Connection
  34. 34. CONTENT: Determine Focus Photo via Flickr user Otto Phokus
  35. 35. CONTENT: Define Your Audience Photo via Flickr user DeaPeaJay
  36. 36. CONTENT: Tone & Style Photo via Flickr user nerrisa’s ring
  37. 37. CONTENT: Flexible vs. Focused Photo via Flickr user highlimitzz
  38. 38. Photo via Flickr user cliff1066 CONTENT: Curation Counts
  39. 39. CONTENT: Features Photo via Flickr user Rameshng
  40. 40. CONTENT: Guest Posts Photo via Flickr user ScottieT812
  41. 41. Photo via Flickr user DafneCholet CONSISTENCY: How Often?
  42. 42. Photo via Flickr user Artnow314 CONSISTENCY: When to Post?
  43. 43. Photo via Flickr user jmrodri CONSTRUCTION: Foundation = Platform
  44. 44. Blogging Platforms ‣ Wordpress — .com & .org ‣ Blogger ‣ TypePad ‣ Tumblr ‣ Posterous
  45. 45. Photo via Flickr user Concrete Forms CONSTRUCTION: Trimming Interior
  46. 46. Clean Sidebar
  47. 47. Categories & Tags
  48. 48. Widgets That Engage
  49. 49. Pages That Build the Brand
  50. 50. Photo via Flickr user Dorron COMPOSITION: Identity
  51. 51. Logo & Consistent Avatar
  52. 52. Photo via Flickr user alan_cleaver 2000 COMPOSITION: Colors
  53. 53. Photo via Flickr user DaveFayram COMPOSITION: Fonts
  54. 54. Photo via Flickr user eshipul COMPOSITION: Look for New Ideas
  55. 55. Photo via Flickr user C! CONNECTION: Easy Share & Connect Buttons
  56. 56. 4 Things to Remember
  57. 57. Top Highest Earning Blogs ‣ Huffington Post ($2.3 Million) ‣ Mashable ($560K) ‣ Perez Hilton ($450K) ‣ TechCrunch ($400K) ‣ Smashing Magazine ($190K) ‣ Timothy Sykes ($150K) ‣ Gothamist ($110K) ‣ Tuts Plus ($110K) ‣ Car Advise ($70K) ‣ Venture Beat ($62K)
  58. 58. Responsive Design Photo via Flickr user UXmash
  59. 59. Participate in #Blogchat SUNDAYS AT 8 PM CENTRAL ON TWITTER Photo via Flickr user cogdogblog
  60. 60. Things to Remember ‣ Web Analytics (Google) ‣ Time & Resources ‣ Communicate Value Internally ‣ Blog = Your Brand’s Digital Hub ‣ Think Like a Publisher ‣ “Just Push Publish!”
  61. 61. Get Started Photo via Flickr user Tyler Merbler
  62. 62. Which Blogs Do You Read?
  63. 63. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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