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How to blog in 2013


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Learn how to blog in 2013 - get rid of the "noise" of "should do this" and "should do that" and focus on the ONLY web property that you own: you website/blog. Get your blog working well first, and …

Learn how to blog in 2013 - get rid of the "noise" of "should do this" and "should do that" and focus on the ONLY web property that you own: you website/blog. Get your blog working well first, and then use social media to draw people to various blog posts and offers. The works really well for senior living communities that are looking for a way to generate new leads from their website.

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  • 1. How to Blog in 2013 Does it have to be this complicated?
  • 2. @SigmaWebMktg How to Blog in 2013 Larry Levenson Chief Inbound Officer Co-founder
  • 3. Bring Order to the Noise Print Press advertising releases, PR Pay per Social click media Othercommunity Email marketing Company Website & Blog Local Search/Local Marketing Testimonials & reviews SEO is tied into every marketing effort!
  • 4. AgendaI. Five Keys to a Successful Blog 1. Identify Target Personas 2. Create a Mix of Posts 3. Write Great Posts 4. Sustain It 5. Spread ItII. How to Measure Your Blog
  • 5. Exponential Effects Social SEO Media • More Traffic • Even More TrafficBlog • More Links • Even More Links • More Content
  • 6. Key #1: Identify Target PersonasKadient photo by: David Meerman Scott
  • 7. Your Content Pulls in Your Personas “Create the kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR
  • 8. What Keywords Will Attract Your Personas?• Fill posts with them• Build an archive of content full of them
  • 9. How We Pick Keywords: Keyword Grader
  • 10. A Word of Caution• Writing for your personas DOES NOT mean writing about the products and services you sell them• Write about the things they want to learn about
  • 11. Key #2: Create a Mix of PostsFlickr Photo: jek-a-go-go
  • 12. Plan a Mix of PostsNews OpinionFeature Photos Video Different people are interested in different things!
  • 13. Raisin Bran – Basic, Everyday Posts • How to posts • Rich in keywords • Get good at whipping them out • Make sure they’re useful or entertainingFlickr Photo: greeneyesmilw
  • 14. Spinach – Healthy, Thoughtful Posts • Should establish your site as a thought leader in the industry • Put time into them • Don’t do too manyFlickr Photo: ulteriorepicture
  • 15. Roasts – Big Blog Projects • Lots of work • Lots of links, discussion and attention • Pick them well
  • 16. Tabasco – Posts That Start Fires • Make a bold statement • Be prepared to defend yourself • Lots of comments and links • Too many of these posts could lose trustFlickr Photo: ANOXLOU
  • 17. Chocolate Cake – The Sweet Stuff • These posts make your blog fun • A chance to poke fun at yourself • Lots of traffic/links • Often video, imagesFlickr Photo: scubadive67
  • 18. Key #3: Write Great PostsFlickr Photo: Olivander
  • 19. No Need to Be Hemingway Just follow a few simple rules.Photo: Wikipedia
  • 20. Tips for Post Structure• Use Headings• 400-600 words• Lists are OK (just not too many)• 1 idea per post
  • 21. Blog Topic Ideas• List of 5 ideas, trends or thoughts• Publish a list of links• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articles• Turn a press release into a blog article• Check your email outbox
  • 22. Always Add a Photo• Flickr• iStockphoto• Shoot your own
  • 23. How to Search for a Flickr Photo Go to Advanced Search Then search for CC licensed photos
  • 24. Where Do You Get Ideas?• Everywhere• Keep a list• When you learn something, flesh it out• Ask your readers Keep a list of blog ideas – you’ll find them everywhere.
  • 25. Write Great Headlines
  • 26. How to Write Great Headlines• Write the headline before the article• Imagine the reader won’t see the article• Surprise people• No spelling errors!• Use your keywords
  • 27. Blog Article Titles• Funny: “GoDaddys 16-Step Checkout: Brainless Marketing At Its Finest?” 2-3• Enticing: “107 Ideas for Content downloads every day Marketing” Still on• SEO: “Creating Your Long Tail Keyword page 1 after 13 Strategy” months!
  • 28. Key #4: Sustain ItFlickr Photo: michalo
  • 29. Pick a Publishing Schedule• Once a week? Every Monday and Wednesday?• Stick to it• The goal is to build up a body of keyword-rich content (create an asset)
  • 30. Different Ways of Doing Posts• Email interviews• Video interviews (conferences, office visitors, clients)• Guest posts from people with similar blogs• “Best of” lists• “How we do it” posts
  • 31. Should I Hire People to Blog for Me?It depends.Pros: – You don’t have to do the work – You hire a “professional writer”Cons: – Nobody knows your business like you do – You don’t build your personal reputation – You don’t participate in the conversation
  • 32. Key #5: Spread ItFlickr Photo: felipearte
  • 33. Think of Blogging Like a Job SearchWould you sit at home and wait for a call?
  • 34. Take Comments Seriously• Make sure you comment back• Find out who the people are – Follow their links – Subscribe to their blog, follow them on Twitter Use these links
  • 35. Why Leave Comments?• Karma• Get noticed by other bloggers• Get noticed by other blog readers• Get links back to your blog• Thought leadership
  • 36. Tips on CommentsIncrease the value of the article:• Share an example• Add a point• Add a useful link• Disagree• Ask a question• Use your real name (not company)
  • 37. Publish on Social Media• Post directly• Post via automatically• Post to your status• Post automatically via a feed to your fan or profile pageAlso consider LinkedIn, other sites.
  • 38. Where Do You Link to Your Blog?• Your homepage• Press releases• Business cards• Email signatures
  • 39. AgendaI. Five Keys to a Successful Blog 1. Identify Target Personas 2. Create a Mix of Posts 3. Write Great Posts 4. Sustain It 5. Spread ItII. How to Measure Your Blog Success
  • 40. Metric #1: Subscriptions• A measure of you blog’s total reach• A “sticky” number
  • 41. Metric #2: Pageviews• Great for media sites selling display advertising• Potential problems for your business: – Doesn’t measure RSS – Weak measure of engagement – What’s the business value of a “view”?
  • 42. Metric #3: Comments• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market
  • 43. Metric #4: Inbound Links• Measure the SEO impact of your blog• An indicator of your blog’s role in outside conversations
  • 44. Metric #5: Conversions
  • 45. Thank You! Any Questions? Free tools: http://marketing.grader.com Larry Levenson Chief Inbound Officer Sigma Web Marketing 480 359.5501