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Content.                       Blogging for Business (and a little SEO that works)                                      @r...
What to expect today:                •      Explore Fundamentals of Content Creation                •      Explore Fundame...
Who are We?       Why we’re ok...Sunday, 24 March, 13
EveryoneCommunicates...                       Few                       Connect.Sunday, 24 March, 13
“90% of everythingis CRAP”                       •   (Theodore) Sturgeon’s Law,1958                       •   Written in d...
What is Content?                       What is content to you?Sunday, 24 March, 13
Content is Story.                       Brand     Client       Staff                       Story     Stories     Stories  ...
Content Types.Sunday, 24 March, 13
Content Types.                       •   Articles               •   Comments                       •   Photos             ...
Content Credibility.Sunday, 24 March, 13
Define Audience.Sunday, 24 March, 13
Define Your Focus.Sunday, 24 March, 13
Your Focus.                       • What do you want to see in the world?                       • Where do you want your b...
Your Blog ContentFocus.                We help ________ [your audience] to                _________________ [what you want...
The Story ofLayout                       • Placement                       • Navigation                       • Audience E...
The Story ofLayoutSunday, 24 March, 13
A Word AboutSEO...                       SEO is   HUGE   .Sunday, 24 March, 13
A Word AboutSEO...                          Later today.        Social                       Not really.         Link Buil...
Keywords.                       There were 587,000,000 results...Sunday, 24 March, 13
Keywords.              High Competition =              Lower Conversions                                   Lower Competiti...
Keywords.Sunday, 24 March, 13
Keywords.Sunday, 24 March, 13
Keywords.                           Long-tail Keywords are the                          means to better local results.    ...
Google’s KeywordTool.Sunday, 24 March, 13
How to BuildKeyword Lists.                       Executives   Front Line Staff   CustomersSunday, 24 March, 13
Title Tags.Sunday, 24 March, 13
Title Tags.Sunday, 24 March, 13
Meta Tags. People read this  No one cares...Sunday, 24 March, 13
DescriptionLengths.Sunday, 24 March, 13
Anchor Text.Sunday, 24 March, 13
Image TextAttributes.Sunday, 24 March, 13
On-Page Copy.                Keywords Matter Here!                •      Headlines/Subheadings (H1, H2 Tags)              ...
On-Page Copy.Sunday, 24 March, 13
AudienceLanguage & Tone.Sunday, 24 March, 13
Types of Posts.                       •   Breaking News/Briefs/Reportage                       •   Personal Stories/Essays...
Make ContentActionable.                       Ask Yourself:                       •   Are there takeaways or points of act...
Headlines.                       Most important content EVER!                       • Inform                       • Enter...
Headlines Reveal                       • Lust       • Power                       • Mystique   • Vice                     ...
Fascinators!                       Demure Princess.   Ugly Duckling?Sunday, 24 March, 13
Adjectives RevealStory.                       TOP POLITICOS LINKED TO                       SOCCER MOM SEX RING!Sunday, 24...
My Sexy SecretSauce.                              Keywords                                  +                       Fascin...
Your Community.Sunday, 24 March, 13
Your Community.                       •   What do you know of them?                       •   What do you know you can ask...
“People First.”                       •   Who are your people?                       •   What are you offering them? How w...
Writing Content:The Truth.                       “Nothing is original.” Jim JarmuschSunday, 24 March, 13
Cooking withContent: MarinadeSunday, 24 March, 13
Marinade?                       • Complexity and simplicity                       • It “cures” whatever sits in it        ...
“Blend YourIngredients.”Sunday, 24 March, 13
“Work It In.”                       • Talk to other departments, a mentor, or                         trusted source outsi...
“Seal in Flavour.Sear in Flavour.”Sunday, 24 March, 13
“Plate it.”Sunday, 24 March, 13
“Tasting!”Sunday, 24 March, 13
Leftovers!Sunday, 24 March, 13
Rewrite, Reuse,Repurpose.                       • Refer back to your focus and determine                         “evergree...
Questions?Sunday, 24 March, 13
Thanks!                       @redpaperclipSunday, 24 March, 13
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Blogging for Business and SEO that Works

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This is a slide presentation from the iMedia Conference held in Edmonton, Alberta March 24, 2013.

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Transcript of "Blogging for Business and SEO that Works"

  1. 1. Content. Blogging for Business (and a little SEO that works) @redpaperclipSunday, 24 March, 13
  2. 2. What to expect today: • Explore Fundamentals of Content Creation • Explore Fundamentals of SEO • We will fly through this • Don’t kill yourselves taking notes, this is already on my blog.Sunday, 24 March, 13
  3. 3. Who are We? Why we’re ok...Sunday, 24 March, 13
  4. 4. EveryoneCommunicates... Few Connect.Sunday, 24 March, 13
  5. 5. “90% of everythingis CRAP” • (Theodore) Sturgeon’s Law,1958 • Written in defense of Science Fiction against attacks by people who selected the worst work to make an example of. • Even more applicable in business blogging because what makes great content has been ignored by so many. • This is why there are still so many success stories among blogs, and why they will remain a successful medium.Sunday, 24 March, 13
  6. 6. What is Content? What is content to you?Sunday, 24 March, 13
  7. 7. Content is Story. Brand Client Staff Story Stories Stories Product Product Community Launch Creation StoriesSunday, 24 March, 13
  8. 8. Content Types.Sunday, 24 March, 13
  9. 9. Content Types. • Articles • Comments • Photos • Shares • Videos • Podcasts • Video Blogs/Podcasts • Slides/PresentationsSunday, 24 March, 13
  10. 10. Content Credibility.Sunday, 24 March, 13
  11. 11. Define Audience.Sunday, 24 March, 13
  12. 12. Define Your Focus.Sunday, 24 March, 13
  13. 13. Your Focus. • What do you want to see in the world? • Where do you want your blog to to be in the marketplace?Sunday, 24 March, 13
  14. 14. Your Blog ContentFocus. We help ________ [your audience] to _________________ [what you want them to do] so that _______ [your blog focus]. Every decision you make needs to justify this mantra.Sunday, 24 March, 13
  15. 15. The Story ofLayout • Placement • Navigation • Audience Expectations • Your Content FocusSunday, 24 March, 13
  16. 16. The Story ofLayoutSunday, 24 March, 13
  17. 17. A Word AboutSEO... SEO is HUGE .Sunday, 24 March, 13
  18. 18. A Word AboutSEO... Later today. Social Not really. Link Building TODAY! Keyword Research Not today. Content Access. & Web StructureSunday, 24 March, 13
  19. 19. Keywords. There were 587,000,000 results...Sunday, 24 March, 13
  20. 20. Keywords. High Competition = Lower Conversions Lower Competition = Higher ConversionsSunday, 24 March, 13
  21. 21. Keywords.Sunday, 24 March, 13
  22. 22. Keywords.Sunday, 24 March, 13
  23. 23. Keywords. Long-tail Keywords are the means to better local results. noun description + city + province [mountain climbing Edmonton, AB]Sunday, 24 March, 13
  24. 24. Google’s KeywordTool.Sunday, 24 March, 13
  25. 25. How to BuildKeyword Lists. Executives Front Line Staff CustomersSunday, 24 March, 13
  26. 26. Title Tags.Sunday, 24 March, 13
  27. 27. Title Tags.Sunday, 24 March, 13
  28. 28. Meta Tags. People read this No one cares...Sunday, 24 March, 13
  29. 29. DescriptionLengths.Sunday, 24 March, 13
  30. 30. Anchor Text.Sunday, 24 March, 13
  31. 31. Image TextAttributes.Sunday, 24 March, 13
  32. 32. On-Page Copy. Keywords Matter Here! • Headlines/Subheadings (H1, H2 Tags) • “Top Copy” or LEDE • Bullets • Tag Clouds, Browse Lists, etc. Works for people AND search engines!Sunday, 24 March, 13
  33. 33. On-Page Copy.Sunday, 24 March, 13
  34. 34. AudienceLanguage & Tone.Sunday, 24 March, 13
  35. 35. Types of Posts. • Breaking News/Briefs/Reportage • Personal Stories/Essays • How-tos/DIYs • Opinion/Op-eds/Expert Interviews • Research/Academic Work • Investigative/DocumentarySunday, 24 March, 13
  36. 36. Make ContentActionable. Ask Yourself: • Are there takeaways or points of actions from the content? • Is there any specific calls to action? • Are there steps explaining how to do something or move further? • Does every section add value to the message?Sunday, 24 March, 13
  37. 37. Headlines. Most important content EVER! • Inform • Entertain • Contradict • “EXPRESSES POWER” (so say men)Sunday, 24 March, 13
  38. 38. Headlines Reveal • Lust • Power • Mystique • Vice • Alarm • Trust • PrestigeSunday, 24 March, 13
  39. 39. Fascinators! Demure Princess. Ugly Duckling?Sunday, 24 March, 13
  40. 40. Adjectives RevealStory. TOP POLITICOS LINKED TO SOCCER MOM SEX RING!Sunday, 24 March, 13
  41. 41. My Sexy SecretSauce. Keywords + Fascinators (Adjectives) = KILLER HEADLINESunday, 24 March, 13
  42. 42. Your Community.Sunday, 24 March, 13
  43. 43. Your Community. • What do you know of them? • What do you know you can ask of them? • Share • Contribute • Choose (polls)Sunday, 24 March, 13
  44. 44. “People First.” • Who are your people? • What are you offering them? How will it work? • Where are your people and what are they doing when they get here? • What are you asking them to do? (Share, Contribute, Buy) • What’s working? What’s missing?Sunday, 24 March, 13
  45. 45. Writing Content:The Truth. “Nothing is original.” Jim JarmuschSunday, 24 March, 13
  46. 46. Cooking withContent: MarinadeSunday, 24 March, 13
  47. 47. Marinade? • Complexity and simplicity • It “cures” whatever sits in it • Marinades take time to taste greatSunday, 24 March, 13
  48. 48. “Blend YourIngredients.”Sunday, 24 March, 13
  49. 49. “Work It In.” • Talk to other departments, a mentor, or trusted source outside the company • Post about the topic BEFORE the post publishing date • Use social media as a springboardSunday, 24 March, 13
  50. 50. “Seal in Flavour.Sear in Flavour.”Sunday, 24 March, 13
  51. 51. “Plate it.”Sunday, 24 March, 13
  52. 52. “Tasting!”Sunday, 24 March, 13
  53. 53. Leftovers!Sunday, 24 March, 13
  54. 54. Rewrite, Reuse,Repurpose. • Refer back to your focus and determine “evergreen” content (content that never fades) • Fundamentals are a great place to start (how to’s, “101s,” etc.) • No one will get tired, because no one pours through everythingSunday, 24 March, 13
  55. 55. Questions?Sunday, 24 March, 13
  56. 56. Thanks! @redpaperclipSunday, 24 March, 13
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