Online Marketing Summit<br />MINNEAPOLIS | JUNE 25, 2010<br />Advanced B2B Blogging<br />Galen De Young<br />Managing Dire...
Today<br /><ul><li>Benefits of B2B blogging
Keyword strategy
Optimizing the blog & posts
Content
Driving engagement
Leveraging blog for lead gen
Promoting blog & posts
Managing the corporate blogging process
Meaningful metrics</li></ul>2<br />
Why B2B Marketers Should be Blogging<br /><ul><li>Demonstrate thought leadership, expertise
Platform with personal voice
Glimpse of what it would be like working with you
Reduces prospective buyers’ risk perceptions
One of the best ways to build organic links to your corporate domain
Drives relevant traffic
Builds trust authority of corporate domain—better search visibility</li></ul>3<br />
Results of Targeted, Once-a-Week Blogging<br />4<br />
Effective Keyword Strategy<br />5<br />
<ul><li>Challenges in B2B
No agreed-upon lexicon in most industries
Internal lingo doesn’t match market use
Implication
Diverse set of keywords and variants requires substantially more organic landing page
Paradigm
You need to view your site and the blog within it as a series of landing pages, each built for a specific keyword target</...
7<br />
Keyword Research & Content<br /><ul><li>Head terms
1-2 word phrases
Long tail
Other likely words/phrases searches will use or add to refine search
Variants, singular/plural, word order
Branded and non-branded keywords
Targeted is better than popular
Remember the buying cycle
Members of the buying team + influencers (personas)
Review your analytics</li></ul>8<br />
9<br />By Problem<br />Component of Solution<br />Product/Solution<br />Their Industry<br />How Will They Form Queries?<br...
Keyword Research<br /><ul><li>Keyword Discovery
Wordtracker
WordStream
Google AdWords Keyword Tool
Read (RSS)
Social media monitoring
Listen
Customers & prospects, competitors, social media, sales staff, media, conversations, industry consultants, seminars…</li><...
Map Keywords to Site Architecture<br />Keyword<br />Keyword<br />Keyword<br />Keyword<br />Keyword<br />Keyword<br />Keywo...
Use Blog to Fill Holes in Keyword Strategy<br />Keyword<br />Keyword<br />Keyword<br />Keyword<br />Keyword<br />Keyword<b...
Optimizing BlogPlatform & Posts<br />13<br />
Where to Place the Corporate Blog<br />Blog.wordpress.com(hosted)<br />Blog.YourDomain.com(sub-domain)<br />YourDomain.com...
Optimizing Blog Platform<br /><ul><li>Make sure you have the ability to:
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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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Advanced B2B Blogging - Galen de Young

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

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