Blog/Social Media Workshop - Part I: Blog marketing basics. Blog content.
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  • 1. DMA Pre-Conference Intensive Everyones a Publisher: Blogs at the Heart of Social Media MarketingPART 1: Blog Marketing Basics Developed & Presented by Heidi Cohen President Riverside Marketing Strategies
  • 2. Everyones a Publisher: Blogs at the Heart of Social Media Marketing•  Part 1- Blog Marketing Basics – Getting Started•  Part 2 – Blog Extras – Static Pages & Content•  Part 3 – Blogs Socialize – Build Your Audience•  Part 4 – Blogs Metrics – How Am I Doing•  Bonus – WordPress Quick Start Bring your questions!
  • 3. What are your goals for this course?
  • 4. Blog  Course  Goals  •  Understand power of blogs as publishing platform for variety of business categories.•  Write business case to add blogs to marketing & business plans.•  Integrate major components into your blog before launch.•  Create editorial plan to drive social media marketing.•  Develop blog marketing strategy.•  Measure blog results.
  • 5. Welcome to the world of blogging!Photo credit:
  • 6. What ISa blog?
  • 7. Blog Defined•  Is website composed of various content formats including text, photographs, video, audio & presentations.•  Consists of content management system (CMS) formatted for articles with single or multiple authors.•  Supports search optimization via keyword rich content, blog architecture & links.•  Distributes content via social media, RSS &/or email.•  Allows engagement, real time & asynchronously via comments.
  • 8. A BLOG Is …1.  Marketing2.  Media / Publishing3.  Social media4.  Search optimization5.  Marcom6.  Product support7.  Personal journalOther (Fill in the blank)
  • 9. Blogs = Media New & Old
  • 10. IBM Blogs-Not just on company site Note: Not on IBM Site=>
  • 11. Attract Customers
  • 12. Support Sales Body of post with linksLink on website with links to products
  • 13. Executive Platform
  • 14. Personal Journal
  • 15. Why    Blogging  is  at    Heart  of   Social  Media   •  Social Media is the platforms enabling interactive web by engaging users to participate in, comment on & create content as means of communicating with peers & the public. Defini&on  Source:  ©Heidi  Cohen  –SES  Chicago  2009  
  • 16. BloggingSocial Media Characteristics  Encompasses variety of formats.  Allows interactions to cross platforms.  Involves different levels of engagement-create, comment or lurk.  Facilitates speed & breadth of information dissemination.  Provides one-to-one, one-to-many & many-to-many communications.  Enables real time or asynchronous communication.  Is device indifferent.  Extends online & offline engagement. Photo: Source: Definition Source: © Heidi Cohen – SES Chicago 2009
  • 17. Blogging  Begins:  Cluetrain  Manifesto  ”A powerful global conversation has begun.Through the Internet, people are discovering andinventing new ways to share relevant knowledgewith blinding speed.As a direct result, markets are getting smarter—and getting smarter faster than mostcompanies.” Source: Cluetrain Manifesto
  • 18. Theory Behind Social Media •  The Law of the Few –  Connectors-People who link people to others –  Mavens-Information specialists –  Salesmen-Persuaders •  The Stickiness Factor- Message context increases impact & memorability. •  The Power of Context – Human behavior is sensitive to &influenced by environment. Source: The Tipping Point-Malcom Gladwell
  • 19. Blogs @ Heart of Social Media 1.  Are owned media 2.  Give brand life 3.  Control social media context 4.  Provide 24/7 platform 5.  Use variety of media formats 6.  Fuel social media interactions 7.  Engage public 8.  Are search-friendly 9.  Deliver content 10.  Easily modified Source: © 2011-Heidi Cohen - – All rights reserved
  • 20. Who Blogs? •  Average blogger spends 10+ hours/ week on blog •  Has 3.5 blogs •  80% of bloggers blogging for 2+ years •  40% of respondents blog via smart phone or iPadData Source:
  • 21. Who visits blogs?•  48% of blogs have less than 1,000 unique visitors/ month•  2% of blogs have 100,000+ unique visitors/ month•  Social media drives blog traffic. –  87% of bloggers have Facebook page for blog –  56% of bloggers use Twitter to promote postsSource: credit:
  • 22. Problem!
  • 23. Corporate Bloggingby the numbersSource: University of Massachusetts Dartmouth
  • 24. How do you make the case for a business blog?Photo credit:
  • 25. Blogging Business Case1.  Blogs provide owned 24/7 publishing platform. Can respond to PR crises & third party media.2.  Blogs provide content regarding brand, products & company.3.  Blogs provide food for social media & social sharing.4.  Blogs provide information for variety of target audiences.5.  Blogs provide content & linking that support search optimization.
  • 26. Photo:
  • 27. TopBusiness Goals DriveBlogging
  • 28. Blogs Support Purchase ProcessSource:
  • 29. © 2011 Heidi Cohen – Riverside Marketing Strategies - All rights reserved 15 Blog Goal Options B2C B2B NFP Solo Build brand X X X X Provide/share information X X X X Support product usage X X Answer customer questions X X X Improve search optimization X X X X Extend media reach X X Build social media outpost X X X X Distribute content X X X X Build community X X X Distribute promotions X X Spotlight employees X X X Supply executive platform X X X X Generate revenue X Offer entertainment X X Add personal perspective X
  • 30. What are your blog goals? Write them down to make them actionable!1]2]3]4]5]
  • 31. Who IS Your Blog’s Audience? 1.  Who is your target reader or segments? 2.  What information do they want from you? 3.  How do they participate on blogs & social media?© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission Photo:
  • 32. Develop Marketing Personas
  • 33. 10 Marketing Persona Questions1.  What are their demographics?2.  What is their lifestyle?3.  What are their interests?4.  Who influences their product choices?5.  What are their personal goals?6.  What are they like emotionally?7.  What are their past behaviors?8.  What do they want from your company & products?9.  What do they think of your competitors?10. What information do they want related to product decisions? Where are they when they need it Source:
  • 34. Who is your blog audience? Create basic marketing personasSegment name:Description- Demographic- Psychographic- Past behaviorWhat want from blogSegment name:Description- Demographic- Psychographic- Past behaviorWhat want from blogSegment name:Description- Demographic- Psychographic- Past behaviorWhat want from blog
  • 35. With over 150 million blogs including 74,583 blogs started in last 24 hours, who needs yours?Data source: according to Nielsen’s BlogPulse,Photo credit:
  • 36. What will your blog cover? 1.  General news 2.  Product related content – news, how-tos, recipes, etc. 3.  Customers 4.  Related human interest 5.  Internal company information 6.  Opinions 7.  Distribute other forms of content Other ideas? …
  • 37. 1.  Is name readable, memorable, spellable &/or prouncable? 2.  Is name unique? Is it part of your existing website? Can people find it? 3.  Is name short as possible? 4.  Is it self hosted versus free? 1. 2. 5.  Is it integrated with rest of your site? Photo credit:© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 38. How Should I Host My Blog?Photo source:
  • 39. Unbranded Blog – Free Service Yes this is Seth Godin’s Blog! Yes he doesn’t accept comments!
  • 40. Branded Blog – Self Hosted
  • 41. Blog- WebsiteIntegration 42
  • 42. Blog as Media Entity
  • 43. How Will You Distinguish Your Blog? Think blog USP (aka: Unique Selling Proposition)
  • 44. Examples of Blog USPs
  • 45. Blog IdentityTopics covered1]2]3]Blog name:Rationale:Unique Selling Proposition (USP): Note: This is part of blog branding! © 2011 Heidi Cohen – All rights reserved
  • 46. Why Your Blog Needs BrandingPhoto source:
  • 47. Branding is...•  Is shorthand marketing messages that create emotional bonds with consumers.•  Composed of intangible elements (promise, personality, & positioning) & tangible elements (including logos, graphics, colors & sounds).•  Has personality that creates perceived value that stand out since larger than sum of elements.•  Tells story intricately intertwined with public perception•  Is consistent. Are always the same & this gives customers warm fuzzy feeling Source: Http:// - All rights reserved
  • 48. 5 Questions to Build Blog Brand•  If your blog was a car, what would it be & why?•  If your blog was an animal, what would it be & why?•  If your blog was a famous person, who would it be & why?•  If your blog was a food, what would it be & why?•  If your blog was a movie or television show, what would it be & why? Source: Http:// - All rights reserved
  • 49. How Will You Brand Your Blog? (Or did you think you could skip this step?)Photo source:
  • 50. 13 Blog Branding Points (1)1.  Blog theme Enhance visual layout & usability. Can be template, custom developed or combination.2.  Color scheme. Are they associated with your brand?3.  Typography. Should be consistent with brand image, & comfortable for target audience to read.4.  Type size. Can readers see text?5.  Type colors. Use color highlighting to liven up page & keep it easy-on-the-eyes.6.  Backgrounds. Is site’s stage dressing. Don’t distract from content.7.  Content presentation. How will text be laid out? Many readers just scan for information. Photo credit: Content source: All rights reserved 51
  • 51. 13 Blog Branding Points (2)8.  Post metadata. Includes information about author, publication date, categories, tags & post excerpts.9.  List & block quote style. Numbered/bulleted lists organize content. Block quotes identify other sources.10. Easy-to-understand navigation (aka UX or User Experience Design). Does it make sense to visitors?11. Static (Non-Post) page layout. Include about, content & policy pages. How should content look to readers?12. Mobile presentation. Doe syour blog render in a readable fashion on mobile devices?13. Internationalization Needed? Do you need to support other languages? Photo credit: Content source:
  • 52. No Branding
  • 53. Strong Visual Branding
  • 54. Company Branding
  • 55. Blog Layout: 1 or 2Columns
  • 56. Columns on Both Sides
  • 57. Blog Navigation / Menu Bar: What are you serving?
  • 58. Two Levels of Navigation
  • 59. Must Have Widgets•  Search bar•  Social media follow me•  Email sign up•  RSS subscription•  Recent posts•  Recent comments•  Categories•  Archive•  Tag cloud•  BONUS – Twitter feed &/or Blogroll
  • 60. Sidebar Widgets
  • 61. Blog Widgets
  • 62. Blog Rolls
  • 63. Company Blog Widgets Includes contact! Authors in lieu of blogroll
  • 64. Must Have Plug-ins•  Spam filter – To keep spam comments out•  Database back up•  SEO Plug-in•  Add this / Share this•  Google integration –  Analytics –  AdSense –  Webmaster Tools•  XML Sitemap – important for SEO•  Editorial calendar
  • 65. Strut Your Stuff -Post Your Badges
  • 66. ThinkAbove the Fold
  • 67. Don’t Forget the Small Print! (You want to protect your IP!)•  Terms of Use. Include information that defines your copyright and licensing. Use Creative Commons to define your rules.•  Disclaimers. Include information about how you’ll disclose endorsements, affiliates, etc.•  Privacy policy. Important if you have an email list. Note: Make sure these three elements are on your blog!
  • 68. Is You Blog Secure? •  Keep software up- to-date. •  Don’t use obvious usernames (such as Admin or Editor) •  Create strong passwords use combination of letters, numbers & symbols.Photo credit:
  • 69. Potential Blog Problems1.  Wrong address2.  Content’s wrong3.  Too many holiday decorations4.  Don’t get past entryway5.  Poorly designed website6.  No one home Photo:
  • 70. Thank you for listening: Heidi @HeidiCohen Any questions?
  • 71. DMA Pre-Conference IntensiveEveryones a Publisher: Blogs at the Heart ofSocial Media Marketing PART 2: Blog Extras Developed & Presented by Heidi Cohen PresidentRiverside Marketing Strategies
  • 72. Where’s the Beef?(Hint: On a blog it’s called Content)Photo:
  • 73. Blog Voice: 6 Points 1.  Have personality 2.  Tell a story No 3.  Be contextually Corporate relevant -speak! 4.  Sound like real person 5.  Have point of view 6.  Avoid corporate speakPhoto credit: © 2010 Heidi Cohen (http:// – All rights reserved - No use in any format without permission
  • 74. Static Pages = FixedPhoto:
  • 75. Why Bother With About Pages?•  People like to deal with people.•  Readers like to know that someone’s home BTWChris Brogan has 47 disclosures on his About page
  • 76. 10 About Page Must-Haves  Show your face. ________________________  Who are you? _________________________  What do you do? ________________________  Show me the proof. ______________________  In the spotlight. _________________________  Give them something special. ______________  Tell me a secret. ________________________  Reach me now. ________________________  Include the fine print. ____________________  What are your house rules. ________________ Source:
  • 77. Can You Contact Me? How do you want the public to get in touch with you?•  Contact form•  Phone number•  Physical address•  Social media•  Hours – if needed•  Map – if needed•  Other resources – Customer service, PR, sales, etc.
  • 78. Other Static Pages•  Business description•  Resource lists•  Book shelf•  Press•  Other
  • 79. Static Pages Basics ABOUT PAGE 1] Who? 2] Why? 3] Proof?© 2011 Heidi Cohen – All rights reserved 4] Highlights? 5] Little known fact? CONTACT PAGE 1] Who? Blogger, Tech, Customer service, PR 2] How? Phone, Email, Social Media, Physical address Business / Service / Products Other
  • 80. Blog Editorial Calendar – 5 Steps1.  Determine categories of interest to readers2.  Select regular topics or columns (& keywords)3.  Incorporate additional content4.  Map out publishing schedule5.  Integrate other marketing to maximize impact© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 81. Overarching Content StrategyEvery post has12 points!
  • 82. Overarching Content Strategy Every posthas photos of cakes gone wrong
  • 83. Extends Old Media
  • 84. Categories- What will your blog cover?•  Search keywords as guide•  Areas of interest•  Departments –think company or magazine•  Product lines•  Authors•  Content formats – Such news, columns, interviews
  • 85. What are your blog’s categories? Category Rationale – How are you determining your blog sections?© 2011 Heidi Cohen – All rights reserved Major Categories/Departments – Think magazine organization
  • 86. Categories-Think Magazine Departments
  • 87. Develop Annual Calendar•  Determine appropriate calendar cycle –  January - December –  School year –  Other•  Incorporate seasonality –  Events –  Merchandise•  Plan promotions –  Full price versus discount –  Seasonal offerings Photo credit
  • 88. Events Help Create Promotions & ContentPhoto credit:
  • 89. Offer Seasonal Articles1.  Coordinate with holidays2.  Provide related product information3.  Use graphic / design elements4.  Create evergreen content5.  Develop content used once per year every year
  • 90. Content Shelf Life OR Perishable EvergreenPhoto sources: © Heidi Cohen 92
  • 91. Promotional Calendar ExampleDoggie Delights – Etailer of products for dogs and their ownersincluding dog clothes, accessories, vitamins and medicine. Also sellst-shirts, jewelry and other accessories for owners. Month/ Event/ Promotion Social Media Date Holiday Description Activity/Content Jan Winter 20% winter 20 days of indoor activities for blues outerwear pets and their owners Feb Valentine’s Buy one, get 1 14 Days of Doggie Love – Day Dog and owner Different entry Feb 1-14 jewelry Mar Spring Free S&H on 100 things to do to get ready Forward spring wear for spring
  • 92. Promotional Calendar Mon/ Event/ Promotion Social Media Date Holiday Description Activity/Content Jan© 2011 Heidi Cohen – All rights reserved Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  • 93. How often will you publish? DEPENDS•  Your schedule•  Your topic•  Your audience What matters is: Consistency &Showing up regularly
  • 94. Create Regular Features 1.  News roundup 2.  How tos 3.  Columnists 4.  Interviews 5.  Product reviews 6.  Product usage – recipes, patterns 7.  Entertainment
  • 95. What are your regular features? News How to Columnists© 2011 Heidi Cohen – All rights reserved Interview Product review Product usage Entertainment Other
  • 96. Special Categories
  • 97. Interview Area Expert
  • 98. WeeklyRoundup – Share the Love
  • 99. On-going Content Monthly Layout Example Doggie Delights – Etailer of products for dogs and their owners Sun Mon Tue Wed Thurs Fri SatWeek 1 It’s a Dog Fashion dog’s life Health FridaysWeek 2 Travels Dog Foto with my Training Fridays owner VideoWeek 3 It’s a Dog Fashion dog’s life Health FridaysWeek 4 Travels Dog Foto with my Training Fridays owner Video (c) 2007-10 Heidi Cohen- Riverside Marketing Strategies All rights reserved;
  • 100. What’s your monthly content? * Consider timing of on-going content across 4 week period * When does your target market need your information? Sun Mon Tue Wed Thurs Fri SatWk 1Wk 2Wk 3Wk 4 (c) 2007-11 Heidi Cohen- Riverside Marketing Strategies All rights reserved;
  • 101. How long is long enough? HOW MANY WORDS? •  550-1,000 words per post. WHY? •  Content companies (Demand Media) sweet spot is 350 to 500 words of optimized content •  Short attention spansPhoto source:
  • 102. Do you sufferfromBlank PostSyndrome???Photo source:
  • 103. Where Do You Start??? 1.  Current topics 7.  Resource lists 2.  How To’s 8.  Convert presentations 3.  FAQs 9.  Collect insights 4.  Holidays 10.  Customer feedback 5.  History 11.  Interviews 6.  Research 12.  Live blog eventsPhoto credit: source:© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 104. How To’s
  • 105. Research
  • 106. Lists of Love
  • 107. Convert Preso
  • 108. Collect Insights
  • 109. Live Blogging
  • 110. Blog Post BrainstormCurrent news HistoryHow tos ResourcesFAQ ResearchHoliday Interviews © 2011 Heidi Cohen – All rights reserved
  • 111. Republish Other People’s Content WITH THEIR PERMISSION!
  • 112. Killer Blog Titles Why Do You Need Them? Drive readers & social media sharing!Photo credit:
  • 113. Where can you gather input for killer blog titles?
  • 114. NOTE:Themecarriesthroughcontent!
  • 115. 8 Killer Blog Title Formulas Take a number ______________________________________________________ Teach me© 2011 Heidi Cohen http://Heidi All rights reserved ______________________________________________________ Ask a question ______________________________________________________ Are you talking to me? ______________________________________________________ Just say no ______________________________________________________ Take advantage of stars &/or popular trends ______________________________________________________ Make unusual association ______________________________________________________ Be contrarian ___________________________________________________
  • 116. Guests With Benefits•  Reduce content creation.•  Offer different perspective.•  Present information outside your expertise.•  Attract new readers.•  Promote your blog.
  • 117. 1.  Topic 2.  Post length 3.  Timing Blog 4.  Content 5.  Keywords Guest 6.  Links Policy 7.  Presentation 8.  Author bio 9.  Copy editing 10. Compensation 11. Promotion 12. social sharing 13. IP rightsSource ©2011 Heidi Cohen -All rights reserved
  • 118. Blogs Mix Non-text Media •  Photos •  Video •  Audio •  Presentations •  Animation •  Apps •  Feeds (from other sources) This is part of what makes blogging a social media publishing platform.Photo credit:
  • 119. Photos to AttractAttention:Draws Eye In
  • 120. Photography as Content
  • 121. Video –Post orExample
  • 122. Audio
  • 123. Presentations
  • 124. Presentations (2)Source:
  • 125. 10 Blog No-Nos1.  Steal other people’s content or ideas2.  Focus on yourself or company3.  Rant about other people4.  Use foul language5.  Shill for your company6.  Use sanitized marketing-speak7.  Post when the spirit moves you8.  Write about anything that comes to mind9.  Have poor presentation10. Ignore comments Photo: lara604/4689353343/sizes/m/in/photostream/
  • 126. DMA Pre-Conference IntensiveEveryones a Publisher: Blogs at the Heart ofSocial Media Marketing PART 3: Blogs Socialize Developed & Presented by Heidi Cohen PresidentRiverside Marketing Strategies
  • 127. No Blog is an Island:Marketing & Social Media Integration Required Photo credit:
  • 128. Remember: Blog content written forhuman beings & interaction NOT bots!
  • 129. Blogs & SearchTaxonomy Folksonomy Source:
  • 130. SEO Hints for Blogs & Articles•  Start post with keyword research. –  Before writing: Google Ad Words, Google Search Wonder Wheel, & Google Insights –  After writing: Check word usage with•  Focus every post on ONE competitive key phase•  Link information to actual words (anchor text).•  Build up back link portfolio. –  Check•  Use post permalinks to communicate with search engines –  Use: –  Instead of: ©2011 Heidi Cohen –All rights reserved
  • 131. SEO Hints for Blogs & Articles (2)•  Do things right way in terms of HTML –  <html> –  <head> –  <title>My Title</title> <meta name=“description” content=”this is my page”/> –  <meta name=”keywords” content=”this, that, other”/ ></head><body> –  BODY CONTENT (header, post content, sidebar & footer) –  </body> –  </html>•  Make post titles sexy.©2011 Heidi Cohen –All rights reserved
  • 132. Support search optimization. Provide context for blog posts Give additional information Show source of ideas & infoPhoto source:
  • 133. Blogs Use Internal & External Links
  • 134. How do you engage readers on your blog? Photo credit: photos/85128884@N00/2650981813/ sizes/m/in/photostream/
  • 135. On Blog Engagement 1.  Comments 2.  Social bookmarking 3.  Email a friend 4.  Print an article 5.  Register for email 6.  Get RSS feeds 7.  Purchase from blogger or advertiserPhoto
  • 136. Most People Don’t Want toParticipate On Social MediaSocialMedia’s90-9-1 Rule
  • 137. Blog Comment Policy:Sets boundaries on what readers can & can’t say or do in your blog’s comment section 1.  No spam 2.  No foul language 3.  No derogatory / inflammatory comments 4.  No bots or anonymous comments 5.  No off-topic rants 6.  No blog posts parading as comments 7.  No inbedded links to another website 8.  No anchor text or keywords in commenter’s name 9.  No sales pitch 10. No affiliates © 2011 Heidi Cohen – All rights reserved -
  • 138. How to 1.  Write alluring content people want. Attract Blog 2.  End posts with a question. Comments 3.  Reference other people’s blog posts without rehashing their ideas. 4.  Build your social media tribe. 5.  Respond to comments. 6.  Read other people’s blogs & leave comments. 7.  Leave enticing hooks on other blogs to lure bloggers to your blog.Source: © 2011 HeidiCohen – 8.  Beware of TIM – No me, me,Photo: me in your comments.
  • 139. Example:Lisa Petrilli’s first twoposts garnered 86 & 97comments respectivelyor 183 comments intotal.She had a social mediatribe who supported herbehind the scenes.She responded to mostof the comments.
  • 140. Blog Comments are a Two Way Street •  Comment on other blogs to build your reputation. •  Leave meaty comments to invite interaction. •  Don’t push your blog or other products.Photo:
  • 141. Get Readers to Take Action
  • 142. Join #BlogChat on Twitter #BlogChat Sunday nights @ 8.00PM CT Become part of blogging community
  • 143. Guest Blogging: Why Write for Someone Else? 1.  Improve search optimization 2.  Expand your blog audience 3.  Augment credibility 4.  Support blogger, cause, business or conference 5.  Promote new book or other productSource: http://HeidiCohen.comPhoto:
  • 144. 7 Guest Blogging Tips•  Do your homework.•  Give your best writing•  Cut out promotional mumbo-jumbo•  Participate in the conversation around guest post•  Play by the host’s rules•  Promote post to your social graph•  Write unique posts for different blogs Source: ©Heidi Cohen – All rights reserved – Photo:
  • 145. What’s your guest blog post?Where? Which blog(s)?What would you write about? Topic / Information / OutlineWhat’s the title?What other media would be included?Why should we let you write for us? (How will you make your case?) Guest blogging is a form of social media marketing! © 2011 Heidi Cohen – All rights reserved
  • 146. How can you promote your blog? •  Name tags •  Business cards •  Email sig files •  Presentation slides •  IntroductionsPhoto:
  • 147. 15 Ways to Market Your Blog1.  Deliver posts via RSS & email2.  Distribute content to social media sites3.  Let others share on social media networks4.  Include Blog URL on social media profiles5.  Build social media tribe6.  Create LinkedIn Group or Facebook Page7.  Participate in relevant Twitter chats8.  Answer questions on Q&A, Twitter & forums9.  Meet people at relevant events (conferences)10.  Include on business cards, email sig file & presos11.  Promote via internal communications12.  Add links on website13.  Advertise in marketing14.  Share via email newsletters15.  Write guest blog posts© 2011 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 148. How will you socialize your blog? (Note: Non-social media marketing included!)Social media optionsOnline marketing optionsOffline marketing optionsOther options © 2011 Heidi Cohen – All rights reserved
  • 149. What’s theMust-Have Element?
  • 150. Must have CALL TO ACTIONPhoto credit: 153
  • 151. Build Your Blog Team •  Senior management •  Creative •  Marketing •  Tech support •  Content creators •  Project management •  Editor •  Analytics •  Copy editor •  Human resources© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission Photo credit
  • 152. Corporate Bloggers-12 Options1.  Employees 7.  Trade publication2.  Customers writers3.  Suppliers/ 8.  Conference Distributors speakers4.  Bloggers in your 9.  Social media niche mavens5.  Experts in your field 10. Marketing agencies6.  Members of trade 11. Freelancers association 12. College students Source: © 2011
  • 153. Blog Is Not Just Writing!1.  Have professional copy editor2.  Include non-text formats3.  Check IP rights4.  Incorporate links (internal & external)5.  Incorporate blog responsibilities into job6.  Must have budget. Photo credit:© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 154. Celebrate Your Blog Team = Show Your Appreciation•  Create author blurb with photograph or avatar.•  Develop author page containing blogger’s bio and short blurbs his posts.•  Include bloggers on blog’s About page.•  Give bloggers credit in company social media.•  Mention posts with blogger’s by-line in emailings.•  Highlight bloggers on company intrane.•  Spotlight bloggers on company bulletin board.•  Reward bloggers. © 2011 Heidi Cohen – All rights reserved
  • 155. Author Page – Example
  • 156. Blog Vacation•  Create blog publishing schedule.•  Draft posts in advance.•  Leverage guest bloggers.•  Train a backup administrator.•  Determine how to handle on-going blog issues.•  Schedule blog posts in advance. Source: © 2011 Heidi Cohen – – All rights reserved Photo:
  • 157. How to blog Without a blog of your own 1.  Volunteer to write for your company blog. 2.  Be part of a group blog. 3.  Contribute regularly to a third party blog. 4.  Ghost write for a third party blog. 5.  Write guest posts for a variety of blogs.Photo:
  • 158. DMA Pre-Conference IntensiveEveryones a Publisher: Blogs at the Heart ofSocial Media Marketing PART 4: Blogs Track Developed & Presented by Heidi Cohen PresidentRiverside Marketing Strategies
  • 159. Show Me the Money! Generating $$$ With Blogs1.  Sell merchandise2.  Customer support3.  Affiliate marketing4.  Membership site5.  Subscription6.  Advertising7.  Online paid content8.  Thought leadership Photot: © 2011 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 160. Customer Support
  • 161. PR Crisis Response
  • 162. Membership Site
  • 163. Advertising
  • 164. Products
  • 165. Content / Affiliate Products
  • 166. Thought Leadership => Lead Generation
  • 167. Be Careful What You Measure!How do comments help move your business to the next level?
  • 168. Measuring Blogging Success •  Track metrics to blog goals. Make sure you have a way to track progress. •  Use call-to-action. •  Incorporate promotional codes where appropriate.Photo credit:
  • 169. Don’t Overlook The BasicsSign up & use Google Analytics – It’s FREE!
  • 170. Major Categories of Blog Metrics •  Customers. Track visitors, unique visitors, come from, what sections do they go to. •  Content marketing. Pageviews per day & per month (& versus prior period) specific pages, downloads, click on links, RSS signups, email signups, where exit •  Engagement. Time on site, comments, add to community areas •  Branding. Increase brand recall, favorability & purchase intent •  SEO. Improve keyword ranking, increase inbound links. •  Sales. More sales or leads, reduce time to purchase, earned media, other forms of revenue •  Costs. Blog costs, reduce customer service, reduce returns© 2011 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 171. Which metrics will you associate with each of your blog goals?1]2]3]4]5]
  • 172. Top 12 Blog Take-Aways 1.  Set blog goals 2.  Know your blog audience 3.  Choose your blog name 4.  Brand your blog 5.  Build your blog team 6.  Find your blog voice 7.  Optimize your blog for search 8.  Develop editorial calendar 9.  Plan blog production 10.  Build your blog audience (aka marketing) 11.  Monetize your blog 12.  Measure your blog results against your blog goals© 2010 Heidi Cohen ( – All rights reserved - No use in any format without permission
  • 173. Thank you for listening: Heidi @HeidiCohen Any questions?