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Better Corporate Blogging - Likeable U 2011
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Better Corporate Blogging - Likeable U 2011

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  • Awareness. Sales. Loyalty.
  • “Every post that gets real traction on my blog comes from the mindset of being helpful.” - BroganValue first. Concepts of reciprocation Helping someone with your content puts them on your team. They listen to you. They want more help from you.They want you to be an expert.They invest in you.
  • Set the goal Set the metricsDefine the contentDevelop an editorial calendarCreate your contributor profileDesign the blogDesign the action itemsDefine your promotion plan
  • “Every element of compelling copy has just one purpose… To get the next sentence read.” – Brian Clark
  • And ultimately to your action. Read headline, read intro, read whole article, read call to action. Act. Repeat.Focus on why you are writing. Again a “clear direction” and you are halfway there. You are ahead of 90% of blogs in the world.
  • Opinion = thought leadershipHow To’s = Lists = links, bookmarksResearch = Opinion is the easiest to write and the hardest to produce results. How to’s and lists and research all create in your blog a valuable resources. Helping someone. Lists create links.
  • 250 words + for search engines450 words seems primed for one time consumptionNo length limit when writing for bookmarking ie 100 examples of tweets that will always be retweetedStand out with an opinion. No “me too” contentHelp your target audience and they will want to help youEasy to read = read more - - - PortioningKeywords?Headlines are crucial
  • “The words in your headline are the most powerful words you will write.” - Rowse“When you have written your headline, you have spent eighty cents out of your dollar.” - OgilvyAnd ultimately to your action. Read headline, read intro, read whole article, read call to action. Act. Repeat.Focus on why you are writing. Again a “clear direction” and you are halfway there. You are ahead of 90% of blogs in the world.
  • Useful - Be useful to the reader. A compelling promise to the reader. What are they going to spend their valuable time on? Their life and internet browser and email inbox are cluttered. Inspiring. Funny. Instructional. Thought provoking. Examples.Urgent - Get them to click now. They will never come back. When you bookmark something or move it to a follow up folder, you never go back. You want people to feel like they have to read it now or they will miss out. The impact of the usefulness creates usefulness. A number moves people quickly because the number makes things consumable or it creates value. I have filtered this list for you.Assumption: It has to be useful to your target audience. Are they emotionally involved? Emotion creates urgency. Affirmation. "That's right, they are talking to me.”Unique - Somehow, what you are presenting, has to be new. In it's own way. Creates curiosity. Novel, contradictory, new. We crave novelty. This is why experience makes blogging and headline writing easier. The subject matter expert is the one who understand uniqueness better.Ultra Specific - Specificity makes a promise more real and more credible. It cuts through the language cloud. "We are talking about THIS." List posts are about specificity. Example:
  • 10 Words or less4 U'sGet better with timeDon't worry TOO muchCopyBlogger.com/magnetic-headlines/
  • Above the fold. Ask for what you want. Give a clear benefitAbout pageContact pageArchives, search, 404
  • Above the fold. Ask for what you want. Give a clear benefitAbout pageContact pageArchives, search, 4041. 2. Make a clear ask3. CVI – Center of Visual Impact4. Offer incentives5. Above the fold6. After value is received7. At points of investigation
  • What do we want readers to actually do?Should they read more? Yes, most blogs want readers to keep reading, to come back to read, to stay engaged. This is not served well with archives or tags or categories for the most part (not always). Instead, curate top posts with cornerstone pages or through “Popular Posts” widgets.Do you want Sales Leads? Hubspot and SEOmozShould they subscribe to email, rss, facebook, twitter? Consider how many places you are pointing the reader. Narrow their focus the one metric that really matters most to you.Should they buy a product? EXAMPLE of
  • And ultimately to your action. Read headline, read intro, read whole article, read call to action. Act. Repeat.Focus on why you are writing. Again a “clear direction” and you are halfway there. You are ahead of 90% of blogs in the world.
  • Transcript

    • 1. BetterCorporate
      BLOGGING
      #Likeable
      @JasonKeath
    • 2. ABOUT
      SocialFresh.com /InvestInSocial.com
    • 3. #Likeable
      Share the awesome
    • 4. 1. Why Blog?2. Writing3. Headlines 4. Action ItemsQ&A
    • 5. WHY BLOG?
      1/4
    • 6.
    • 7.
    • 8.
    • 9. #Likeable
      When your content helps someone, it puts them on your team.
      via @JASONKEATH
    • 10.
    • 11.
    • 12. #Likeable
      The longer you keep Fans reading the more likely they will convert.
      via @JASONKEATH
    • 13. WHY BLOG?
      ANSWERS
      CORE QUESTIONS
      1. Who do I want to help?
      2. How can I be helpful?
      3. What do I want the blog to accomplish?
      1. Audience
      2. Content
      3. Action
    • 14. Deciding On The Key Action DrivesEVERYTHING
    • 15. Examples of Goals
      1. Thought leadership
      2. Product sales
      3. Sales leads
      4. New clients
    • 16. Examples of Actions
      1. Subscribe
      2. Buy a product or service
      3. Complete a sales lead form
      4. Return to the site
      5. Continue to the next page
      6. Sign up as a member
    • 17. WRITING
      2/4
    • 18. #Likeable
      Your headline leads to content leads to content leads to ACTION.
      via @JASONKEATH
    • 19. 4 Example Post Types
      Opinion
      How To’s
      Lists
      Research
    • 20. 6 Writing Tips
      Be aware of word count
      Do not waiver
      Be overly useful
      Write with passion
      Make your posts easy to scan
      Spend time on headlines
    • 21. HEADLINES
      3/4
    • 22. #Likeable
      Your headline is your elevator pitch.
      via @JASONKEATH
    • 23. The 4U Headline Approach
      Useful
      Urgent
      Unique
      Ultra Specific
    • 24. I think I get it. But do you have any examples?
    • 25. Rumors that Microsoft May Buy Yahoo, but No Confirmation Yet
      Microsoft Buying Yahoo?
    • 26. Idol Finale Ratings Well Up FromLast Year's Ratings
      Idol Ups Finale Viewership By 5 Million
    • 27. Help Us Help You Write Your A
      Cover Letter For YOUR Job Search
      How To Write A Killer Cover Letter
      That Gets You Hired
    • 28. How To Write Great Headlines
      The Cheater's Guide To Writing
      Great Headlines
      7 Secrets From Headline Writing Experts
    • 29. CALLS TO ACTION
      4/4
    • 30. Your Blog is a
      LANDING PAGE
    • 31. Make a clear ask
      & OFFER VALUE
    • 32. Calls To Action
    • 33. #Likeable
      Your blog exists to make your readers look cool.
      via @JASONKEATH
    • 34. Continued Reading
      BRAND EXAMPLES
      Seomoz
      Kissmetrics
      Hubspot
      Wildfireapp
      TRAINING
    • THANK
      YOU
      SocialFresh.com/Newsletter

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