Copyright 2013, Content that Connects andPamela Coyle1
Each Blog Post=New PageCopyright 2013, Content that Connects andPamela Coyle2
.Improve organictraffic, lead generation,brand awareness,engagement with ablogging strategy thattargets both keywordsand c...
But how?Copyright 2013, Content that Connects andPamela Coyle4
Change yourperspective.You see apples close-up but not theorchard.You have “BusinessOwners’ Disease.”Copyright 2013, Conte...
A good blog helps customers find yourorchard and their way through it.Copyright 2013, Content that Connects andPamela Coyle6
But what will we blog about?Plenty…….if you stop thinking like abusiness owner and start thinking like acustomer or client...
Customer StoriesPotential and currentcustomers like to readabout people like them.Like grapes, one isnever enough andreade...
Tips and ListsPeople love them becausethey are easy and quick toread. They will sharethem.Like a pineapple,one goes a long...
CompanyInformationMake “announcements”into “stories” aboutservices, products, staffand communityinvolvement.Like bananas, ...
Hot Topics andTrendsLeverage news, industrysurveys and local events tokeep the website fresh.Like pears, suchposts are tre...
Q & AsQ&As with companyplayers, experts and clientsshowcase companyculture.Like oranges, suchposts show anorganization ish...
VideoCapture some talking fruit– staff, clients, customersubmissionsShows willingness tomeet people wherethey are – on You...
Before you start Invite ideas - don’t dictate Think about voice, tone and goals Think RELATED information A good blog ...
PLAN and CALENDAR Think in terms of clients’ decision-making cycles Dovetail with marketing calendar BUT stay ahead of ...
Where to look Customer letters Industry white papers,studies, surveys Social media – invite happyclients to contribute...
What Potential CustomersWantCopyright 2013, Content that Connects andPamela Coyle17
What Potential CustomersSeeCopyright 2013, Content that Connects andPamela Coyle18
What Google SeesCopyright 2013, Content that Connects andPamela Coyle19
Copyright 2013, Content that Connectsand Pamela Coyle20http://content-connects.com/pcn13http://musiccitywebsessions.com/
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Build a Sustainable Business Blog - Content Strategy for Readers and Google

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Because Google treats each blog post as a new page, a business or organization can get more bites at the apple with a sustainable blogging strategy. Start by shifting your perspective from "business owner" to consumer or prospect. How to do it, with a mix of types of posts, where to find content, planning tips and more.

Originally presented on Saturday, May 4, 2013 at PodCamp Nashville.

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  • Google search algorithms treat each blog post AS A SEPARATE WEB PAGE. Cannot stress this enough.
  • But the world that you and your competitors inhabit is filled with orchards, each with hundreds or thousands of apple trees, each with hundreds or thousandsof apples. Number of kinds of apples? How can you help potential customers find the ones you have – the ones they are looking for?
  • More than a testimonial, with good writing, careful SEO and enough detail so readers can identify with the customer and see themselves in the same place.
  • Tips and Lists. People love them. Give people who visit your site some free advice. They will come to think of your company and a trusted resource and may want more - and be willing to pay for it.  Pineapple ( one can go a long way)
  • Informative posts. About leadership, communication, etc., and how what DC does helps people do what they do better. Brand Journalism is the hot new word but the idea isn’t new - marketing with a subtle sell designed to give potential customers information but also build trust. Banana - Example. (bananas are very satisfying)
  • News/industry trends: Jump on something in the news that applies to lack of communication, how new generation is more isolated and doesn’t know how to act in professional setting, whatever, write a few paragraphs and link to the piece. Pear. Example from FranNet. Pears are trendy.
  • Build a Sustainable Business Blog - Content Strategy for Readers and Google

    1. 1. Copyright 2013, Content that Connects andPamela Coyle1
    2. 2. Each Blog Post=New PageCopyright 2013, Content that Connects andPamela Coyle2
    3. 3. .Improve organictraffic, lead generation,brand awareness,engagement with ablogging strategy thattargets both keywordsand customersONE BITE ATA TIMECopyright 2013, Content that Connects andPamela Coyle3
    4. 4. But how?Copyright 2013, Content that Connects andPamela Coyle4
    5. 5. Change yourperspective.You see apples close-up but not theorchard.You have “BusinessOwners’ Disease.”Copyright 2013, Content that Connects andPamela Coyle5
    6. 6. A good blog helps customers find yourorchard and their way through it.Copyright 2013, Content that Connects andPamela Coyle6
    7. 7. But what will we blog about?Plenty…….if you stop thinking like abusiness owner and start thinking like acustomer or client.Copyright 2013, Content that Connects andPamela Coyle7
    8. 8. Customer StoriesPotential and currentcustomers like to readabout people like them.Like grapes, one isnever enough andreaders will comeback for more.Copyright 2013, Content that Connects andPamela Coyle8
    9. 9. Tips and ListsPeople love them becausethey are easy and quick toread. They will sharethem.Like a pineapple,one goes a longway.Copyright 2013, Content that Connects andPamela Coyle9
    10. 10. CompanyInformationMake “announcements”into “stories” aboutservices, products, staffand communityinvolvement.Like bananas, suchposts are satisfying.Copyright 2013, Content that Connects andPamela Coyle10
    11. 11. Hot Topics andTrendsLeverage news, industrysurveys and local events tokeep the website fresh.Like pears, suchposts are trendy. Ina good way.Copyright 2013, Content that Connects andPamela Coyle11
    12. 12. Q & AsQ&As with companyplayers, experts and clientsshowcase companyculture.Like oranges, suchposts show anorganization ishealthy.Copyright 2013, Content that Connects andPamela Coyle12
    13. 13. VideoCapture some talking fruit– staff, clients, customersubmissionsShows willingness tomeet people wherethey are – on YouTubeCopyright 2013, Content that Connects andPamela Coyle13
    14. 14. Before you start Invite ideas - don’t dictate Think about voice, tone and goals Think RELATED information A good blog is generous A good blog isn’t pushy Don’t make it all about you 50-50 mix at first, get to 25-75 Bank 4 to 6 posts before you publishCopyright 2013, Content that Connects andPamela Coyle14
    15. 15. PLAN and CALENDAR Think in terms of clients’ decision-making cycles Dovetail with marketing calendar BUT stay ahead of traditional advertising Leverage local events Pick 3 or 4 themes Loose quarterly plan, specific monthly planCopyright 2013, Content that Connects andPamela Coyle15
    16. 16. Where to look Customer letters Industry white papers,studies, surveys Social media – invite happyclients to contribute How you solved acustomer’s problem Product reviews Employees – why the stay,like their jobs Fun facts Company history, annualreports, photos Events in which you orteam participate How business is changing Tips on using yourproduct/service Have prospects write Customer videos Personality, characterhobbiesCopyright 2013, Content that Connects andPamela Coyle16
    17. 17. What Potential CustomersWantCopyright 2013, Content that Connects andPamela Coyle17
    18. 18. What Potential CustomersSeeCopyright 2013, Content that Connects andPamela Coyle18
    19. 19. What Google SeesCopyright 2013, Content that Connects andPamela Coyle19
    20. 20. Copyright 2013, Content that Connectsand Pamela Coyle20http://content-connects.com/pcn13http://musiccitywebsessions.com/

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