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Advanced B2B Blogging - Galen de Young
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Advanced B2B Blogging

Blogging offers B2B marketers one of the easiest and most effective ways to drive substantial traffic, generate leads, increase search visibility, and leverage social media. Yet most B2B blogs miss substantial opportunities and have critical problems limiting success. In this advanced, how-to session we'll dive into benefits, strategies, tactics, optimization, promotion, and meaningful metrics of corporate blogging.

* Galen De Young, Managing Director, Proteus B2B

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  • 1. Online Marketing Summit
    MINNEAPOLIS | JUNE 25, 2010
    Advanced B2B Blogging
    Galen De Young
    Managing DirectorProteus B2B
    1
  • 2. Today
    • Benefits of B2B blogging
    • 3. Keyword strategy
    • 4. Optimizing the blog & posts
    • 5. Content
    • 6. Driving engagement
    • 7. Leveraging blog for lead gen
    • 8. Promoting blog & posts
    • 9. Managing the corporate blogging process
    • 10. Meaningful metrics
    2
  • 11. Why B2B Marketers Should be Blogging
    • Demonstrate thought leadership, expertise
    • 12. Platform with personal voice
    • 13. Glimpse of what it would be like working with you
    • 14. Reduces prospective buyers’ risk perceptions
    • 15. One of the best ways to build organic links to your corporate domain
    • 16. Drives relevant traffic
    • 17. Builds trust authority of corporate domain—better search visibility
    3
  • 18. Results of Targeted, Once-a-Week Blogging
    4
  • 19. Effective Keyword Strategy
    5
  • 20.
    • Challenges in B2B
    • 21. No agreed-upon lexicon in most industries
    • 22. Internal lingo doesn’t match market use
    • 23. Implication
    • 24. Diverse set of keywords and variants requires substantially more organic landing page
    • 25. Paradigm
    • 26. You need to view your site and the blog within it as a series of landing pages, each built for a specific keyword target
    6
  • 27. 7
  • 28. Keyword Research & Content
    • Head terms
    • 29. 1-2 word phrases
    • 30. Long tail
    • 31. Other likely words/phrases searches will use or add to refine search
    • 32. Variants, singular/plural, word order
    • 33. Branded and non-branded keywords
    • 34. Targeted is better than popular
    • 35. Remember the buying cycle
    • 36. Members of the buying team + influencers (personas)
    • 37. Review your analytics
    8
  • 38. 9
    By Problem
    Component of Solution
    Product/Solution
    Their Industry
    How Will They Form Queries?
    Place in Buying Cycle
    Your Industry
    People or Professionals
    Geography
  • 39. Keyword Research
    • Keyword Discovery
    • 40. Wordtracker
    • 41. WordStream
    • 42. Google AdWords Keyword Tool
    • 43. Read (RSS)
    • 44. Social media monitoring
    • 45. Listen
    • 46. Customers & prospects, competitors, social media, sales staff, media, conversations, industry consultants, seminars…
    10
  • 47. Map Keywords to Site Architecture
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    11
    Verify via Analytics
  • 48. Use Blog to Fill Holes in Keyword Strategy
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    Keyword
    12
    Blog
  • 49. Optimizing BlogPlatform & Posts
    13
  • 50. Where to Place the Corporate Blog
    Blog.wordpress.com(hosted)
    Blog.YourDomain.com(sub-domain)
    YourDomain.com/blog (folder level)
    YourDomain.com/healthcare-consulting-blog
    At folder level
    Includes primary keywords
    14
  • 51. Optimizing Blog Platform
    • Make sure you have the ability to:
    • 52. Specify title tags different than blog post title
    • 53. Keyword-rich URLs
    • 54. blog/?p=23
    • 55. blog/materials-handling-sortation-induction
    • 56. Spec alt tags, captions, file names of images
    • 57. Spec keyword-rich meta description
    • 58. Control what gets indexed
    • 59. Date archives, author archives, etc.
    • 60. Individual posts, category archives
    15
  • 61. Optimizing Individual Posts
    • Specify keyword-rich title tags different from post title
    • 62. For search; for click-through
    • 63. Include primary keyword in post URLs
    • 64. For search; for click-through
    • 65. Specify keyword-rich alt tags, captions, file names of images
    • 66. Specify keyword-rich meta description
    • 67. Not always in search results; depends on query
    • 68. Focus on what will cause click-through
    • 69. Keyword-rich headings
    16
  • 70. Content
    17
  • 71. Content Best Practices
    • Stop selling. Start telling
    • 72. Keep focus on your reader, not your company
    • 73. Start with great headlines for posts
    • 74. Provocative, interesting, shareable
    • 75. Keep posts focused
    • 76. 200-400 words minimum
    • 77. Use engaging images
    • 78. Draws readers’ eyes to post; keep people engaged with content
    18
  • 79. Content Strategies for Traffic & Links
    • Guiding Questions:
    • 80. What content is of great value to your readers?
    • 81. What content will people share and point to?
    • 82. What will media in your industry find interesting and valuable?
    19
  • 83. Content Strategies for Traffic & Links
    • Examples
    • 84. List of relevant blogs with .opml file for RSS readers
    • 85. List of relevant twitter users in a given industry
    • 86. Collection of relevant posts elsewhere
    • 87. Top 25 posts on…
    • 88. Best practices and how-to information
    • 89. Provocative opinions
    • 90. Create content for non-buyer influencers
    • 91. Content is not just copy
    • 92. Build a cool tool (e.g., Hubspot Website Grader)
    • 93. Video
    • 94. Games, humor, something fun
    20
  • 95. Driving Site and User Engagement
    21
  • 96. Driving Site & User Engagement
    • Make site architecture available within blog
    • 97. Present set of related posts where possible
    • 98. Hand select, don’t rely on automated plugins or engagement metrics to select
    • 99. Intra-site linking in body copy of posts
    • 100. Use good keyword rich anchor text
    • 101. Don’t just link backward. Remember to go back to old post and link forward
    • 102. Effective promotion of great content assets in sidebar
    22
  • 103. Leveraging the Blog for Lead Generation
    23
  • 104. Leveraging the Blog for Lead Generation
    • Make sure you offer ability to subscribe to posts via email
    • 105. Easy sign-ups for “eNewsletters”, etc.
    • 106. Promote lead gen offers in sidebar
    • 107. eBooks, white papers, research, tools, etc.
    • 108. Match lead gen offers to post content
    • 109. Limit barriers to registration
    • 110. Time high-value posts with new lead gen offers
    • 111. Get them to site via other content. Let them find registration assets once there.
    24
  • 112. 25
  • 113. Promoting Blog & Blog Posts
    26
  • 114. Promoting Blog Posts
    27
  • 118. Promoting Blog Posts: Social Media
    • Twitter
    • 119. Determine relevant hashtags and and include them on tweets re new posts
    • 120. Write great tweets (may not match post title)
    • 121. Vary tweets & hashtags on multiple tweets, same post
    • 122. Follow other relevant twitter users; get noticed
    • 123. LinkedIn and other forums/groups
    • 124. Join relevant groups
    • 125. Post new content with short descriptions to groups
    • 126. Make sure you share more than your own stuff
    28
  • 127. Promoting Blog Posts: Reader Promotion
    • Sharing Options—Know Your Audience
    OR
    OR
    29
  • 128. Promoting Blog & Posts
    • Thoughtfully comment on others’ blog posts
    • 129. Industry bloggers
    • 130. Competitors
    • 131. Online articles from industry media
    • 132. Link out to other relevant content and blogs
    • 133. Get on relevant lists of blogs/bloggers
    • 134. Reach out to industry media via email and phone
    30
  • 135. Managing the Process
    31
  • 136. Managing the Corporate Blogging Process
    • Establish simple, understandable guidelines
    • 137. Define an editorial calendar
    • 138. Involve people beyond marketing
    • 139. Create active, cross-functional team
    • 140. Arm them with appropriate knowledge of SEO
    • 141. Get drafts in time to revise, edit, select images, optimize before post date
    • 142. About ½ your time should be on keyword research and above factors; ½ on actual post content
    • 143. Don’t squelch natural diversity of lexicon
    32
  • 144. 33
    Before You Write the Post
    • Head term you’re targeting
    • 145. Long-tail words, phrases to include
    • 146. Draft a good working headline
    • 147. Define value to the reader
  • Leveraging the Blog
    34
  • 148. Leveraging Blog for Email Marketing
    • Use blog posts for regular email nurturing
    • 149. Not everyone will earnestly follow your blog
    • 150. Small subset of visitors will grab RSS feed or sign up for email
    • 151. Continue to nurture leads until sales-ready
    • 152. Don’t ignore leads that aren’t sales ready
    • 153. Most are not ready to buy right away
    • 154. Segment blog content to different channels/buyers
    • 155. Buying team
    • 156. Influencers
    35
  • 157. Meaningful Metrics for B2B
    36
  • 158. Meaningful Metrics?
    37
  • 159. More Meaningful Metrics
    38
  • 160. 39
  • 161. 40
  • 162. 41
  • 163. 42
  • 164. 43
  • 165. 44
  • 166. 45
  • 167. 46
  • 168. Other Metrics
    • Track contact form inquiries by landing page and keyword
    • 169. Track lead generation by landing page and keyword
    • 170. Off-Site Conversion
    • 171. Telephone
    • 172. Emails
    47
  • 173. Key Takeaways
    • Use your blog to build a web of long-term landing pages
    • 174. Consider how people search
    • 175. Create content for all buyers & influencers
    • 176. Use and monitor your analytics
    • 177. Don’t just post, promote
    • 178. Offer multiple ways to engage further
    • 179. Be disciplined
    48
  • 180. Questions?
    49
  • 181. Galen De Young
    Managing Director, Proteus B2B
    • Email: gdeyoung@proteusb2b.com
    • 182. Twitter: @GalenDY
    • 183. Website: ProteusB2B.com
    • 184. Website: SEO.Proteusb2b.com
    • 185. Blog: ProteusB2B.com/b2b-marketing-blog
    • 186. Blog: B2B-SEO.com
    50
    Thank You
  • 187. 51
    Thank You
    Visit
    www.onlinemarketingsummit.com
    for more information
    Follow us @OMSummit