CIM Digital PR Bootcamp, 5th Nov 2015 [Blogging]

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The slides from my presentation to the CIM Digital PR Bootcamp held at MMU in Manchester on 5/11/15 discussing business blogging best practice, blog writing & managing the process.

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  • Technology has facilitated a significant shift in how people in business interact with the companies they buy from.

    Until the early 2000s, businesses supplying other businesses could still (just about) get away with broadcast marketing, using relatively untargeted, unsophisticated advertising to promote important product or service features.

    Not anymore! Just as the procurement function became more professional, your customers got smarter. They now rely on the Internet to research, shortlist and select suppliers. And as Generation Y – 20- and 30-something digital natives enter the workplace – it will be the companies that use the Internet to project beyond their own website to draw Generation Y buyers to them that will win online.
  • Technology has facilitated a significant shift in how people in business interact with the companies they buy from.

    Until the early 2000s, businesses supplying other businesses could still (just about) get away with broadcast marketing, using relatively untargeted, unsophisticated advertising to promote important product or service features.

    Not anymore! Just as the procurement function became more professional, your customers got smarter. They now rely on the Internet to research, shortlist and select suppliers. And as Generation Y – 20- and 30-something digital natives enter the workplace – it will be the companies that use the Internet to project beyond their own website to draw Generation Y buyers to them that will win online.
  • CIM Digital PR Bootcamp, 5th Nov 2015 [Blogging]

    1. 1. www.visionb2b.co.uk @visionb2b @renepower Blogging for business René Power Founder, Vision B2B
    2. 2. www.visionb2b.co.uk @visionb2b @renepower Session objectives • Understanding the power of a company blog • Blog writing tips • Being creative with your blog • Blogging to achieve greater visibility and engagement
    3. 3. www.visionb2b.co.uk @visionb2b @renepower Is everyone producing a blog – or some kind of frequently updated web content?
    4. 4. www.visionb2b.co.uk @visionb2b @renepower Blogging tops content tactics
    5. 5. www.visionb2b.co.uk @visionb2b @renepower Good for business
    6. 6. www.visionb2b.co.uk @visionb2b @renepower 7 reasons to blog for business 7. Draws in prospects 6. It stimulates community 5. Blog content fuels an entire marketing programme 4. It creates experts 3. It gives a company a face, voice and personality 2. Frequent relevant content is great for search engines 1. Frequent relevant content is great for customers
    7. 7. www.visionb2b.co.uk @visionb2b @renepower Blog writing tips • Walk before you can run • Select keywords and known industry problems • Create a calendar • Create a template • Set criteria for tone, titles, topics, images • Create a team to write, edit & post new blog content • Play up subject experts • Consider options/alternatives to written posts (variety) • Mix up topical with evergreen
    8. 8. www.visionb2b.co.uk @visionb2b @renepower Starting (or breathing new life into) your business blog • Repurpose existing material • Comment on industry news • Comment on new research or data • Write an industry round up • Provide an industry resource list • Write up an event, conference, seminar, trade show • Create customer case studies • Identify and solve industry problems • Interview an industry leader • Make a case for change
    9. 9. www.visionb2b.co.uk @visionb2b @renepower Driving traffic by getting off your blog • Sharing strategy • Commenting strategy • Posting on Linkedin • Posting on trade media • Business media • Business portals – Guardian Small Business Network – Huffington Post • Business associations (membership) • Reciprocal blogging • Independent publishers
    10. 10. www.visionb2b.co.uk @visionb2b @renepower Using a blog for lead generation • Compelling Call to Action – Offer exclusive content – Offer recommended reading – Provide email subscription – Provide RSS subscription – Offer downloads – Offer social sharing – Ask for feedback – Build community
    11. 11. www.visionb2b.co.uk @visionb2b @renepower Acting as editor in chief • Job role – Briefing – Interviewing – Editing – Handling feedback – Posting – Promotional plans for each piece
    12. 12. www.visionb2b.co.uk @visionb2b @renepower Management • Content calendar vs. boards vs. mindmaps
    13. 13. www.visionb2b.co.uk @visionb2b @renepower Analytics led content • Use analytics to improve focus and quality of content • 10 standard metrics that you need to monitor & impact  SALES  Conversion to sales  New vs. returning visits  Behaviour (content)  Dwell  Bounce  Social referral  Exit path  Device  Geography
    14. 14. www.visionb2b.co.uk @visionb2b @renepower Summary • Blogging works if it is on topic and relevant • Think about different types and format when it comes to blogging • Consider the logistical management required • Use analytics to sense-check blog content
    15. 15. www.visionb2b.co.uk @visionb2b @renepower Blogging action plan breakout • Create your own action plan to create a high impact and engaging blog – What problems can you solve; what topics can you advise on? – Who can produce the content? – How will you manage getting it delivered?

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