Transcript of "Business Blogging on Fire! - Effective Strategies for Corporate Blogging"
Blogging on Fire! Tin Dizdarevic - Zemanta
Blogging on Fire! BASICS• Setting up and optimizing your blogging platform CONTENT• Content Strategy ENGAGEMENT• Find your audience and engage with them MEASUREMENT• Bare Bones Analytics• Social Media
Blogging on Fire! CONTENTENGAGEMENT MEASUREMENT
Blogging is the MOST effective Content MarketingStrategy for Small Business.
Why would I read your blog?• Thought Leadership• News• Spotlight• Report
1hr Content Marketing• Setup infrastructure in 1hr• Spend 1hr per day/week blogging• Spend 1hr per month analyzing reports
Blogging on Fire!Set up and Optimize your Blogging Platform- WordPress (self-install) or WordPress.com- Other options (Blogger, TypePad, MovableTypeother CMS platforms)- Find a web host that offers excellent support for your bloggingplatform.
Blogging on Fire!Setting up Plugins/Tools- Basic - Setting up WordPress (Theme, Akismet, User Mgmt) - Blog Roll - Dedicated Email Address (GMail, etc.) - Photo Sharing Service (Flickr, Picasa, etc.) - Commenting Platform (Stick with WP/Akismet or consider Disqus, et al)- Analytics - Google Analytics- Social Media - Twitter Tools - AddThis
Blogging on Fire!Creating a Content Strategy - Who’s writing? - Double check, triple check - Split up the responsibilities (by expertise, by availability, etc.) - Outsource? - Style/Voice - Design your blog to match your overall branding. - Create styling/copywriting templates for bloggers to follow. - Aside from guest posts, stick with same voice for the posts.
Blogging on Fire! CEO/Owner Product ManagerProvide overall company vision as well Write about new product updates,as personal thoughts. upcoming features, ask for feedback. Marketing Manager Sales Manager Announce new initiatives. Promote Announce new customers, interviews team members. Write about press with existing customers mentions. Follow overall marketing strategy Dedicated Blogger Fill in the gaps, develop new series. Prod team members for blog ideas
Blogging on Fire!Creating a Publishing Schedule - Create regular series: - Customer Proﬁles - Inﬂuencer guest posts and interviews - Product highlights - News (mentions, product/service changes) - Lists! - Highlight trends in your space: - Respond/Republish relevant stories - News: - Mentions in the media - Product/service changes
Blogging on Fire!Creating a Content Strategy - Outsource - Inﬂuential blogger in the ﬁeld - Content marketing services (Contently) - Go cheaper? Is it really worth it?
Perfect Post• One page of text• Simple language (SEO)
Perfect Post• One page of text• Simple language (SEO)• At least one image
Perfect Post• One page of text• Simple language (SEO)• At least one image• Links to explanations
Perfect Post• One page of text• Simple language (SEO)• At least one image• Links to explanations• Further reading (internal & external)
Perfect Post• One page of text• Simple language (SEO)• At least one image• Links to explanations• Further reading (internal & external)• Easy to share
Perfect Post• One page of text• Simple language (SEO)• At least one image• Links to explanations• Further reading (internal & external)• Easy to share• Call to Action!
Blogging on Fire!Examples of Posts - Inﬂuencer Interviews - Create a set list of questions that you can reuse - Allow for ﬂexibility - Best is in person > skype > phone > email - Record the interview for use as video as well - Take into account resources to transcribe and edit the interview
Blogging on Fire!Examples of Posts - Customer Proﬁle - Highlight your best customers - Show how they are using your organization’s services or products (ideally with a video) - Use direct quotes from the customer - Allow them to write their own post in their own words - Can be reused as case studies or can reuse existing material
Blogging on Fire!Engaging Your AudienceSLOW DOWN! - Potential Audience - Look at your competition - Find users on Twitter and Facebook - Take advantage of resources like Technorati to ID audience and inﬂuencers - Inﬂuencer Outreach - Link to stories by inﬂuencers - Reach out to them to let them know of the link - Comment on the original post
Blogging on Fire!Engaging Your Audience - Encourage Comments - Challenge Them - Finish oﬀ with a concrete question Make sure you have the resources to react to comments when they come in! No crickets, please! - Embed a poll
Blogging on Fire!Engaging Your Audience - Embedding Polls
Blogging on Fire!What if no one is reading?Consider Distribution Services, such as Outbrain, BlogGlue and....Zemanta.
Blogging on Fire!Measurement- Post Retweets/Likes/+1 (total reach)- Comments (holy grail of engagement)- Facebook Likes- General Social Media Sentiment- Social Media Measurement Tools - Crowdbooster, Klout,HootSuite Reporting- Visits/Visitors- Time spent on blog- Traﬃc coming from known sources (own web site, socialmedia, partners, mentions, inﬂuencers)- Organic traﬃc
Blogging on Fire! x t t eMeasurement n- Post Retweets/Likes/+1 (total reach) o- Comments (holy grail of engagement)- Facebook Likes C- General Social Media Sentiment- Social Media Measurement Tools - Crowdbooster, Klout, HootSuite dReporting e e- Visits/Visitors- Time spent on blogN- Trafﬁc coming from known sources (own web site, social media,partners, mentions, inﬂuencers)- Organic trafﬁc
Blogging on Fire!Measurement- Brand Sentiment- Sales?- Conversation?- More Educated Customers?- Drop in Support Requests?
Resources• Zemanta Business • SEO Myths & WP Blogging Series Magic - Casie Gillette• HubSpot - Tremendous • 15 Must Have Tools for resource for online Better Blogging - marketing Contently• Content Marketing • Ultimate Guide to Institute Corporate Blogging- OpenView Partners
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