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.

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

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  • 1. Content. Blogging for Business (and a little SEO that works) @redpaperclipSunday, 24 March, 13
  • 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. Who are We? Why we’re ok...Sunday, 24 March, 13
  • 4. EveryoneCommunicates... Few Connect.Sunday, 24 March, 13
  • 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. What is Content? What is content to you?Sunday, 24 March, 13
  • 7. Content is Story. Brand Client Staff Story Stories Stories Product Product Community Launch Creation StoriesSunday, 24 March, 13
  • 8. Content Types.Sunday, 24 March, 13
  • 9. Content Types. • Articles • Comments • Photos • Shares • Videos • Podcasts • Video Blogs/Podcasts • Slides/PresentationsSunday, 24 March, 13
  • 10. Content Credibility.Sunday, 24 March, 13
  • 11. Define Audience.Sunday, 24 March, 13
  • 12. Define Your Focus.Sunday, 24 March, 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. 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. The Story ofLayout • Placement • Navigation • Audience Expectations • Your Content FocusSunday, 24 March, 13
  • 16. The Story ofLayoutSunday, 24 March, 13
  • 17. A Word AboutSEO... SEO is HUGE .Sunday, 24 March, 13
  • 18. A Word AboutSEO... Later today. Social Not really. Link Building TODAY! Keyword Research Not today. Content Access. & Web StructureSunday, 24 March, 13
  • 19. Keywords. There were 587,000,000 results...Sunday, 24 March, 13
  • 20. Keywords. High Competition = Lower Conversions Lower Competition = Higher ConversionsSunday, 24 March, 13
  • 21. Keywords.Sunday, 24 March, 13
  • 22. Keywords.Sunday, 24 March, 13
  • 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. Google’s KeywordTool.Sunday, 24 March, 13
  • 25. How to BuildKeyword Lists. Executives Front Line Staff CustomersSunday, 24 March, 13
  • 26. Title Tags.Sunday, 24 March, 13
  • 27. Title Tags.Sunday, 24 March, 13
  • 28. Meta Tags. People read this No one cares...Sunday, 24 March, 13
  • 29. DescriptionLengths.Sunday, 24 March, 13
  • 30. Anchor Text.Sunday, 24 March, 13
  • 31. Image TextAttributes.Sunday, 24 March, 13
  • 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. On-Page Copy.Sunday, 24 March, 13
  • 34. AudienceLanguage & Tone.Sunday, 24 March, 13
  • 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. 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. Headlines. Most important content EVER! • Inform • Entertain • Contradict • “EXPRESSES POWER” (so say men)Sunday, 24 March, 13
  • 38. Headlines Reveal • Lust • Power • Mystique • Vice • Alarm • Trust • PrestigeSunday, 24 March, 13
  • 39. Fascinators! Demure Princess. Ugly Duckling?Sunday, 24 March, 13
  • 40. Adjectives RevealStory. TOP POLITICOS LINKED TO SOCCER MOM SEX RING!Sunday, 24 March, 13
  • 41. My Sexy SecretSauce. Keywords + Fascinators (Adjectives) = KILLER HEADLINESunday, 24 March, 13
  • 42. Your Community.Sunday, 24 March, 13
  • 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. “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. Writing Content:The Truth. “Nothing is original.” Jim JarmuschSunday, 24 March, 13
  • 46. Cooking withContent: MarinadeSunday, 24 March, 13
  • 47. Marinade? • Complexity and simplicity • It “cures” whatever sits in it • Marinades take time to taste greatSunday, 24 March, 13
  • 48. “Blend YourIngredients.”Sunday, 24 March, 13
  • 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. “Seal in Flavour.Sear in Flavour.”Sunday, 24 March, 13
  • 51. “Plate it.”Sunday, 24 March, 13
  • 52. “Tasting!”Sunday, 24 March, 13
  • 53. Leftovers!Sunday, 24 March, 13
  • 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. Questions?Sunday, 24 March, 13
  • 56. Thanks! @redpaperclipSunday, 24 March, 13