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The Ins and Outs and Ups and Downs of Blogging
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The Ins and Outs and Ups and Downs of Blogging


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Presentation about blogging to the Association of Consultants to Nonprofits

Presentation about blogging to the Association of Consultants to Nonprofits

Published in: Marketing, Business, Technology
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  • 1. The Ins and Outs and Ups and Downs of Blogging Where Does a Blog Fit Into Your Marketing Strategy? Presented by Tom Ciesielka TC Public Relations
  • 2. Why a blog?
  • 3. #5 According to EBiz |MBA
  • 4. Content marketing is the discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands. - Content Marketing Association
  • 5. Why? Intuitive • • • • It gives your business a “personality” Shares your expertise in your “voice” Gives readers the “why” behind your business Has duel marketing purpose with “content” and public relations • Encourages your “continuing education”
  • 6. Why? Statistically • 43% of marketers generated a customer from their blog this year. Hubspot 2013 State of Inbound Marketing Report • 82% of marketers who blog on a daily basis acquired a customer using their blog, as opposed to 57% of marketers who just blog monthly. Hubspot 2013 State of Inbound Marketing Report • 86% of B2B small business marketers favor blogs as their most effective content marketing tactic. B2B Small Business Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America Excerpts from Real Lawyers Have Blogs
  • 7. Website Copy Cat?
  • 8. Cool Cat
  • 9. Three Must-Answer Questions • How can you determine if a blog really is a missing piece of your marketing puzzle? • What business result do you desire? • Who will write, manage, and promote the posts?
  • 10. Source: Google Zero Moment of Truth 2011
  • 11. Ignite Spot
  • 12. Measuring a Blog’s ROI ROI Expressed as a Percentage = Revenue - Investment Investment ______________________________________ • • • • Time spent per post Measure revenue-related activities Compare to other business development tactics Fun factor
  • 13. Stand Alone or Integrate?
  • 14. Difference Between Fun and Foolish
  • 15. Fun with a Purpose
  • 16. Semi-fun
  • 17. Three Step Planning Mission Editorial Calendar Technology
  • 18. Clear Mission
  • 19. Tactics • Frequency (?) – As often as there is something worth writing • Blog publicity plan • Blogrolls = alliances • Link strategically • When you invest in images, pursue a return • Guest blogging’s double payback
  • 20. Writing Strategy • What’s the point? • Do your posts connect need to marketing objective? • Headlines not thesis statements • Think “living room” not “boardroom” • Editorial, informational, time-sensitive, trending topic (pick one, maybe two)
  • 21. Filling the Blank Blog • Editorial calendar guidelines: – Features – Trends – News – Surprises
  • 22. Owned Media Measuring
  • 23. Page Views and Twitter Followers
  • 24. Transition Point? “Arguably, more satisfaction is derived from writing an in-depth blog, but Twitter allows us to get right to the point. Is there room for both to co-exist online? … it's worth taking a look at ... and what [it] means to a media sphere that's becoming more about headlines than context.” Daniel Sieberg
  • 25. How might your “baby” grow up? • Discussion and questions
  • 26. Now what? • It’s where the “right brain” meets the “left brain” with content marketing • Started a blog? You’ve done about 20% of the work to make it successful • “What do we want? Patience. When do we want it? NOW!” – Al Franken • “Small” can be the new “big”
  • 27. Thank You Tom Ciesielka TC Public Relations 312-422-1333