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@offordscott
Creating & Promoting
Compelling Content
Through Blogging
Scott Offord
Twitter: @offordscott
@offordscott
Tweet This?
http://offord.me/retweet
Scott Offord
Twitter: @offordscott
@offordscott
Download Slides
http://offord.me/slides
Scott Offord
Twitter: @offordscott
@offordscott
Why Add Content?
● Gain authority & visibility in search engines
● Get noticed by key influencers
● Get in fr...
@offordscott
Considerations in Creating
Compelling Content
● Time
● Talent
● Team
● Topic
@offordscott
Create Compelling
Content
What makes content compelling?
@offordscott
What Makes Content Compelling?
● Aligned with the marketing goals of the
company
● Created with a target audi...
@offordscott
Benefits of Content
Compelling
● Has a greater potential to be found by search
engines
● It is valuable infor...
@offordscott
Before Getting Started...
● Define your goals
● Understand your audience
● Get your team members’ buy-in
@offordscott
Define Goals
What is the purpose of the website?
What action should a website visitor take?
@offordscott
Define ‘S.M.A.R.T.’ Goals
● Specific
● Measurable
● Attainable
● Relevant
● Time-bound
@offordscott
Determine Success Metrics
What will count as a ‘conversion’?
● Subscribe to newsletter
● Download a PDF
● Vie...
@offordscott
Example Goals
● Position the
company as the
experts in the
industry in
Wisconsin through
blogging within six
...
@offordscott
Develop Buyer
Personas
Personas represent the different customer types
within a targeted demographic, attitud...
@offordscott
Creating a Buyer Persona
● What Does a Buyer Persona Do?It
ensures content will be more focused on answering
...
@offordscott
Creating a Buyer Persona
● Why Create a Buyer Persona?It’s easier to
come up with content ideas when you have...
@offordscott
Creating a Buyer Persona
● How Do I Get Started? Ask yourself “What
would a prospect or customer type into a ...
@offordscott
A Brainstorming Activity
Buyer Personas
Personas represent the different customer types within a
targeted dem...
@offordscott
A Brainstorming Activity
● Example 1:
o Early Buyer Persona may be clueless as to what you
do, looking for a ...
@offordscott
Team Member
Involvement
There is a high correlation between
management’s involvement to the rate of a blog’s
...
@offordscott
● Educate the company’s key influencers
about blogging
● Get executives and staff
members to buy in
● Encoura...
@offordscott
● Bring your team together in a collaborative
setting to learn about the company blog
● Discuss:
o What is bl...
@offordscott
● There is a high correlation between
management buy-in and involvement to the
rate of a blog’s success
● It ...
@offordscott
Types of Content
● Case Studies
● Contests / Games
● eBooks
● Podcasts
● How-To Guides
● White Papers
● Blogs...
@offordscott
Generate Ideas
for Content
Come up with ideas for content that
could be included on the website
@offordscott
First, divide the team into groups
Sample Task: In the next 10 minutes, come up with
as many customer questio...
@offordscott
● Each question asked has an answer and each
answer can be a blog post
● Topics can be easily organized, assi...
@offordscott
● Interview an employee every week or month
as a “get to know us” type of post
● When a team member attends a...
@offordscott
Create and Publish
Content
Come up with ideas for content that
could be included on the website
@offordscott
● Who will plan, assign, edit and upload
content to the website?
● Who will review and have the final say
bef...
@offordscott
Take a Content Inventory
● Create a spreadsheet to track what has
already been created
o Breakdown content by...
@offordscott
● Create a detailed editorial calendar with
dates and assignments
● Share the calendar with the participating...
@offordscott
Create an Editorial Calendar
● Who will be responsible for writing content?
● Who’s responsible for editing &...
@offordscott
Editorial Calendar
@offordscott
Editorial Calendar
@offordscott
Considerations
● What are we going to do to keep everyone on
track and accountable?
● What are we going to do...
@offordscott
Tips for Writing and
Editing
6 Tips to Help You Get Started
@offordscott
● Tip 1: Check that the story provides the true
value of the topic covered
● Tip 2: Use, but don’t abuse, you...
@offordscott
● Tip 4: Craft compelling, meaningful
headlines
o “10 Critical Reasons to _________________”
o “You’ll Learn ...
@offordscott
Tip 6: Remember the ‘Call to Action’
● If you want people to comment, did you invite them
to do so?
● If you ...
@offordscott
And, Remember...
● Think “Sharable”
● Create content that really deserves its place
at the top of the search ...
@offordscott
Promote the Content
Taking steps to get your valuable content noticed by
search engines, key influencers and ...
@offordscott
Your content might be great, but the search engines
and your prospects might need help finding it.
@offordscott
Promote the Content
● Social Media Status Updates
o Create a status update for each topic and share new
blog ...
@offordscott
Promote the Content
● Comment on Blogs
o Helpful, valuable comments on other blogs of similar
topics can gene...
@offordscott
Be encouraging from the top, down
Maintain a Culture of
Participation
@offordscott
● Promote Within & Outside
o Sales people could add links to content that might
help the sales process to mov...
@offordscott
Adding Compelling Content
● Increases the authority of your website in the
search engines
● Gets your content...
@offordscott
Compelling Content is...
● Aligned with your marketing goals
● Created with a target audience in mind
● Relev...
@offordscott
@offordscott
Twitter: @offordscott
linkedin.com/in/scottofford
Scott Offord
@offordscott
Download Slides
http://offord.me/slides
Scott Offord
Twitter: @offordscott
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Creating and Promoting Compelling Content Through Blogging

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There are many ways to add content to your WordPress website. You can add webinars, ebooks, case studies and even white papers. However, these can sometimes be very time intensive to create. One of the easiest ways I’ve found to get additional content into your website that both your visitors and the search engines will like is through blogging. But there are a few things to keep in mind when starting this kind of content creation endeavor.

In this presentation, I will discuss how to define your website marketing goals, understand your audience and how to get your executives and your team members involved in the content creation, publication and promotion process through blogging. I will touch on what makes content compelling, how to generate topic ideas and how to taking action by executing an editorial and engagement calendar.

Of course, creating content is only the first step. Your content might be groundbreaking, but the search engines & prospective buyers might need help finding it. To wrap up this presentation, I will share methods for distributing & promoting your compelling content. An outcome of this presentation is that you have an understanding of the steps required to produce and then get your valuable content noticed by search engines, key influencers and your ideal customers!

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Transcript of "Creating and Promoting Compelling Content Through Blogging"

  1. 1. @offordscott Creating & Promoting Compelling Content Through Blogging Scott Offord Twitter: @offordscott
  2. 2. @offordscott Tweet This? http://offord.me/retweet Scott Offord Twitter: @offordscott
  3. 3. @offordscott Download Slides http://offord.me/slides Scott Offord Twitter: @offordscott
  4. 4. @offordscott Why Add Content? ● Gain authority & visibility in search engines ● Get noticed by key influencers ● Get in front of your ideal prospects
  5. 5. @offordscott Considerations in Creating Compelling Content ● Time ● Talent ● Team ● Topic
  6. 6. @offordscott Create Compelling Content What makes content compelling?
  7. 7. @offordscott What Makes Content Compelling? ● Aligned with the marketing goals of the company ● Created with a target audience in mind ● Relevant, inspiring or influential, desirable, timely and sharable ● Marketed and distributed through appropriate channels
  8. 8. @offordscott Benefits of Content Compelling ● Has a greater potential to be found by search engines ● It is valuable information for sales prospects ● It answers questions that potential customers might have ● It makes the company look like an expert in their niche
  9. 9. @offordscott Before Getting Started... ● Define your goals ● Understand your audience ● Get your team members’ buy-in
  10. 10. @offordscott Define Goals What is the purpose of the website? What action should a website visitor take?
  11. 11. @offordscott Define ‘S.M.A.R.T.’ Goals ● Specific ● Measurable ● Attainable ● Relevant ● Time-bound
  12. 12. @offordscott Determine Success Metrics What will count as a ‘conversion’? ● Subscribe to newsletter ● Download a PDF ● View a case study ● Fill out a contact form ● Request a quote
  13. 13. @offordscott Example Goals ● Position the company as the experts in the industry in Wisconsin through blogging within six months. ● Grow website visitors by 15% in the next year and decrease bounce rate by 10% via landing page optimization.
  14. 14. @offordscott Develop Buyer Personas Personas represent the different customer types within a targeted demographic, attitude or behavior set.
  15. 15. @offordscott Creating a Buyer Persona ● What Does a Buyer Persona Do?It ensures content will be more focused on answering questions that prospects or customers might have.
  16. 16. @offordscott Creating a Buyer Persona ● Why Create a Buyer Persona?It’s easier to come up with content ideas when you have a clearer, defined vision of how your customers might think.
  17. 17. @offordscott Creating a Buyer Persona ● How Do I Get Started? Ask yourself “What would a prospect or customer type into a search engine when looking for a solution to a problem or need?”
  18. 18. @offordscott A Brainstorming Activity Buyer Personas Personas represent the different customer types within a targeted demographic, attitude or behavior set Task: Identify 2 or 3 buyer personas by asking these questions: o What are the buyers’ concerns, drivers or questions? o What are the answers to the buyers’ questions? o In the companies they work, what are the roles of the buyers?
  19. 19. @offordscott A Brainstorming Activity ● Example 1: o Early Buyer Persona may be clueless as to what you do, looking for a solution to a certain problem ● Example 2: o Mid-Late Buyer Persona may be looking for a demonstration of expertise, differences from competitors, validation of your quality and success
  20. 20. @offordscott Team Member Involvement There is a high correlation between management’s involvement to the rate of a blog’s success.
  21. 21. @offordscott ● Educate the company’s key influencers about blogging ● Get executives and staff members to buy in ● Encourage everyone to participate in brainstorming topic ideas Get Team Members Involved
  22. 22. @offordscott ● Bring your team together in a collaborative setting to learn about the company blog ● Discuss: o What is blogging? o How can it be done in a way that gets results? o What is the purpose, from a company perspective? o Set the expectations of participation A ‘Why Blogging?’ Workshop
  23. 23. @offordscott ● There is a high correlation between management buy-in and involvement to the rate of a blog’s success ● It is much easier to come up with content ideas and to gain cooperation when all employees are “content producers” Additional Considerations
  24. 24. @offordscott Types of Content ● Case Studies ● Contests / Games ● eBooks ● Podcasts ● How-To Guides ● White Papers ● Blogs ● Videos ● Interviews ● Infographics ● Curated Content ● Webinars
  25. 25. @offordscott Generate Ideas for Content Come up with ideas for content that could be included on the website
  26. 26. @offordscott First, divide the team into groups Sample Task: In the next 10 minutes, come up with as many customer questions as possible. ● Potential questions from the Buyer Personas as well as outside those groups ● Identify what the answer is or where the answer would come from A Brainstorming Activity
  27. 27. @offordscott ● Each question asked has an answer and each answer can be a blog post ● Topics can be easily organized, assigned to the right people and then put in the editorial calendar ● Those suggesting the question are probably the closest to the subject and could easily write a quick response A Brainstorming Activity
  28. 28. @offordscott ● Interview an employee every week or month as a “get to know us” type of post ● When a team member attends an industry event, take pictures and share a summary or highlights on your blog ● Use a voice recorder at meetings and presentations More Brainstorming
  29. 29. @offordscott Create and Publish Content Come up with ideas for content that could be included on the website
  30. 30. @offordscott ● Who will plan, assign, edit and upload content to the website? ● Who will review and have the final say before an article is published? Assign a Chief Content Officer & Managing Editor
  31. 31. @offordscott Take a Content Inventory ● Create a spreadsheet to track what has already been created o Breakdown content by Menu Item / Navigation, Page Title, Subject Matter, etc o Include a “Last Updated” field and an owner or a go- to person o Also list any downloadable files o Add a “Comments” field for special notes
  32. 32. @offordscott ● Create a detailed editorial calendar with dates and assignments ● Share the calendar with the participating team members Create an Editorial Calendar
  33. 33. @offordscott Create an Editorial Calendar ● Who will be responsible for writing content? ● Who’s responsible for editing & publishing? ● What will the topics be? ● How often will new content get published? ● How we you tell customers and prospects about the new content?
  34. 34. @offordscott Editorial Calendar
  35. 35. @offordscott Editorial Calendar
  36. 36. @offordscott Considerations ● What are we going to do to keep everyone on track and accountable? ● What are we going to do to ensure that our content is always fresh?
  37. 37. @offordscott Tips for Writing and Editing 6 Tips to Help You Get Started
  38. 38. @offordscott ● Tip 1: Check that the story provides the true value of the topic covered ● Tip 2: Use, but don’t abuse, your important keywords ● Tip 3: Make the content ‘social’ o Don’t depend on Google results alone for traffic Tips for Writing and Editing
  39. 39. @offordscott ● Tip 4: Craft compelling, meaningful headlines o “10 Critical Reasons to _________________” o “You’ll Learn _________ at Next Week’s Webinar” ● Tip 5: Beef up titles, meta descriptions, content and image “alt tags” with popular search phrases and industry keywords Tips for Writing and Editing
  40. 40. @offordscott Tip 6: Remember the ‘Call to Action’ ● If you want people to comment, did you invite them to do so? ● If you want someone to call for more information, did you supply the phone number (same for email address if they want to email for more info) ● If you want someone to return to read the blog, did you encourage them to do so by asking them to bookmark the blog or subscribe to it? Tips for Writing and Editing
  41. 41. @offordscott And, Remember... ● Think “Sharable” ● Create content that really deserves its place at the top of the search engine results page ● You are creating a resource for your prospects that they will find useful and return to as they get closer to making a buying decision.
  42. 42. @offordscott Promote the Content Taking steps to get your valuable content noticed by search engines, key influencers and ideal customers.
  43. 43. @offordscott Your content might be great, but the search engines and your prospects might need help finding it.
  44. 44. @offordscott Promote the Content ● Social Media Status Updates o Create a status update for each topic and share new blog posts. Ask your followers to share too. ● Intro Paragraphs or Content Teasers o Write short teasers to be distributed to Linkedin groups and industry-specific forums
  45. 45. @offordscott Promote the Content ● Comment on Blogs o Helpful, valuable comments on other blogs of similar topics can generate traffic and develop relationships ● Email Signatures ○ add your latest blog post headline to your email signature ● Share with Target Customers ○ Send an email with the URL and a note, “Thought this could really help your business.”
  46. 46. @offordscott Be encouraging from the top, down Maintain a Culture of Participation
  47. 47. @offordscott ● Promote Within & Outside o Sales people could add links to content that might help the sales process to move along o When appropriate, send links internally to staff so they can easily find and share content ● Celebrate Small Victories o An internal company newsletters could include articles and authors, positive comments from readers, leads generated, etc. Maintain a Culture of Participation
  48. 48. @offordscott Adding Compelling Content ● Increases the authority of your website in the search engines ● Gets your content shared by key influencers ● Gets your website in front of your ideal prospects
  49. 49. @offordscott Compelling Content is... ● Aligned with your marketing goals ● Created with a target audience in mind ● Relevant, desirable, timely and sharable ● Distributed through appropriate channels Thanks!Scott Offord Twitter: @offordscott
  50. 50. @offordscott
  51. 51. @offordscott Twitter: @offordscott linkedin.com/in/scottofford Scott Offord
  52. 52. @offordscott Download Slides http://offord.me/slides Scott Offord Twitter: @offordscott
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