How to Blog in 2013                      Does it have                      to be this                      complicated?
@SigmaWebMktg      How to Blog in 2013                      Larry Levenson                Chief Inbound Officer           ...
Bring Order to the Noise                       Print               Press                    advertising        releases, P...
AgendaI. Five Keys to a Successful Blog  1.   Identify Target Personas  2.   Create a Mix of Posts  3.   Write Great Posts...
Exponential Effects                      Social       SEO            Media       • More Traffic • Even More TrafficBlog   ...
Key #1: Identify Target PersonasKadient photo by: David Meerman Scott
Your Content Pulls in Your Personas                     “Create the kind of                       online content that     ...
What Keywords Will Attract Your Personas?• Fill posts with them• Build an archive of content full of them
How We Pick Keywords: Keyword Grader
A Word of Caution• Writing for your personas  DOES NOT mean writing  about the products and  services you sell them• Write...
Key #2: Create a Mix of PostsFlickr Photo: jek-a-go-go
Plan a Mix of PostsNews                                                                 OpinionFeature                    ...
Raisin Bran – Basic, Everyday Posts                              • How to posts                              • Rich in key...
Spinach – Healthy, Thoughtful Posts                                 • Should establish                                   y...
Roasts – Big Blog Projects              • Lots of work              • Lots of                links, discussion            ...
Tabasco – Posts That Start Fires                          • Make a bold                            statement              ...
Chocolate Cake – The Sweet Stuff                            • These posts make                              your blog fun ...
Key #3: Write Great PostsFlickr Photo: Olivander
No Need to Be Hemingway                    Just follow a few simple rules.Photo: Wikipedia
Tips for Post Structure• Use Headings• 400-600 words• Lists are OK (just  not too many)• 1 idea per post
Blog Topic Ideas•   List of 5 ideas, trends or thoughts•   Publish a list of links•   Take a recent experience and share i...
Always Add a Photo• Flickr• iStockphoto• Shoot your own
How to Search for a Flickr Photo                          Go to Advanced Search                   Then search for CC licen...
Where Do You Get Ideas?• Everywhere• Keep a list• When you learn something,  flesh it out• Ask your readers               ...
Write Great Headlines
How to Write Great Headlines•   Write the headline before the article•   Imagine the reader won’t see the article•   Surpr...
Blog Article Titles• Funny: “GoDaddys 16-Step Checkout:  Brainless Marketing At Its Finest?”                              ...
Key #4: Sustain ItFlickr Photo: michalo
Pick a Publishing Schedule• Once a week? Every Monday  and Wednesday?• Stick to it• The goal is to build up a body of  key...
Different Ways of Doing Posts• Email interviews• Video interviews (conferences, office visitors,  clients)• Guest posts fr...
Should I Hire People to Blog for Me?It depends.Pros:  – You don’t have to do the work  – You hire a “professional writer”C...
Key #5: Spread ItFlickr Photo: felipearte
Think of Blogging Like a Job SearchWould you sit at home and wait for a call?
Take Comments Seriously• Make sure you comment back• Find out who the people are  – Follow their links  – Subscribe to the...
Why Leave Comments?• Karma• Get noticed by other bloggers• Get noticed by other blog readers• Get links back to your blog•...
Tips on CommentsIncrease the value of the article:•   Share an example•   Add a point•   Add a useful link•   Disagree•   ...
Publish on Social Media• Post directly• Post via twitterfeed.com automatically• Post to your status• Post automatically vi...
Where Do You Link to Your Blog?•   Your homepage•   Press releases•   Business cards•   Email signatures
AgendaI. Five Keys to a Successful Blog  1.   Identify Target Personas  2.   Create a Mix of Posts  3.   Write Great Posts...
Metric #1: Subscriptions• A measure of you blog’s total reach• A “sticky” number
Metric #2: Pageviews• Great for media sites selling display advertising• Potential problems for your business:   – Doesn’t...
Metric #3: Comments• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market
Metric #4: Inbound Links• Measure the SEO impact of your blog• An indicator of your blog’s role in outside conversations
Metric #5: Conversions
Thank You! Any Questions?            Free tools:    http://marketing.grader.comhttp://sigmawebmarketing.com/bloghttp://www...
How to blog in 2013
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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 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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How to blog in 2013

  1. 1. How to Blog in 2013 Does it have to be this complicated?
  2. 2. @SigmaWebMktg How to Blog in 2013 Larry Levenson Chief Inbound Officer Co-founder
  3. 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. 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. 5. Exponential Effects Social SEO Media • More Traffic • Even More TrafficBlog • More Links • Even More Links • More Content
  6. 6. Key #1: Identify Target PersonasKadient photo by: David Meerman Scott
  7. 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 www.webinknow.com
  8. 8. What Keywords Will Attract Your Personas?• Fill posts with them• Build an archive of content full of them
  9. 9. How We Pick Keywords: Keyword Grader
  10. 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. 11. Key #2: Create a Mix of PostsFlickr Photo: jek-a-go-go
  12. 12. Plan a Mix of PostsNews OpinionFeature Photos Video Different people are interested in different things!
  13. 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. 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. 15. Roasts – Big Blog Projects • Lots of work • Lots of links, discussion and attention • Pick them well
  16. 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. 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. 18. Key #3: Write Great PostsFlickr Photo: Olivander
  19. 19. No Need to Be Hemingway Just follow a few simple rules.Photo: Wikipedia
  20. 20. Tips for Post Structure• Use Headings• 400-600 words• Lists are OK (just not too many)• 1 idea per post
  21. 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. 22. Always Add a Photo• Flickr• iStockphoto• Shoot your own
  23. 23. How to Search for a Flickr Photo Go to Advanced Search Then search for CC licensed photos
  24. 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. 25. Write Great Headlines
  26. 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. 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. 28. Key #4: Sustain ItFlickr Photo: michalo
  29. 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. 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. 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. 32. Key #5: Spread ItFlickr Photo: felipearte
  33. 33. Think of Blogging Like a Job SearchWould you sit at home and wait for a call?
  34. 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. 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. 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. 37. Publish on Social Media• Post directly• Post via twitterfeed.com automatically• Post to your status• Post automatically via a feed to your fan or profile pageAlso consider LinkedIn, other sites.
  38. 38. Where Do You Link to Your Blog?• Your homepage• Press releases• Business cards• Email signatures
  39. 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. 40. Metric #1: Subscriptions• A measure of you blog’s total reach• A “sticky” number
  41. 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. 42. Metric #3: Comments• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market
  43. 43. Metric #4: Inbound Links• Measure the SEO impact of your blog• An indicator of your blog’s role in outside conversations
  44. 44. Metric #5: Conversions
  45. 45. Thank You! Any Questions? Free tools: http://marketing.grader.comhttp://sigmawebmarketing.com/bloghttp://www.googlekeywordtool.com Larry Levenson Chief Inbound Officer Sigma Web Marketing larry@sigmawebmarketing.com 480 359.5501
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