Getting Started in
Let’s give them something to talk
The following is a generic presentation we use as a starting point to teach
clients the importance of content blogging. It’s a starting point. And really,
that’s all you have to do - get started!
Courtney Meznarich, BCA Account Coordinator
“Content marketing is the new black.”
- Jason Grill, Huffington Post
• Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire and
engage a target audience with the objective of driving profitable
customer action. *Content Marketing Institute
• Simply put – give people something to talk about and engage with,
and they’re more likely to find you, more likely to trust you, and
more likely to hire/purchase from you.
It’s not just a buzzword
• Here’s why:
• Drives Google rankings
• Shareable content drives website traffic
• Shareable content increases engagement on social
channels (which also drives Google rankings)
• Illustrates your company’s personality and makes people
want to work with/for you, and purchase from you
And why does this matter?
It’s not just a buzzword
• You’re positioning your company as a thought-leader in the industry
• All of these benefits ultimately put your company in front of new clients
• by offering consistent valuable information and staying in front of your target
• and by boosting your presence in search results so you’re clicked first. Once a
visitor leaves your site to check out the competition, there will be no
Increased visibility + increased traffic = $$$
Just as you give your social media followers a behind-the-scenes look
into the personal side of your company, your content blog will offer a look
into your industry and thought process. Rather than share content that
only drives traffic to competitor’s websites, you’ll be driving traffic to
YOUR website, and in turn, showcasing your own thought leadership.
You’re already an expert in your field, and
that’s the key to producing great content!
Producing useful content is not as difficult as it sounds. People pay you for your ideas,
services and products every day! Now, you’re putting them on paper … er, WordPress.
Topics can include but aren’t limited to:
A project you’ve just completed and specific successes/challenges
Industry news and trends
Tips and tricks
Presentations (i.e. an explanation blurb + link to Slideshare)
Infographics (i.e. an explanation blurb + infographic)
This template is based on one post per week, with a designated
employee assigned to posting duties and a designated employee
assigned to proofing duties
• Monday morning – Toss ideas around the morning meeting/office and decide
what will be covered.
• Tuesday afternoon – Content due for review. WordPress King/Queen-in-Charge
will rework as necessary, then have an additional reviewer proof.
• Wednesday afternoon – WordPress King/Queen-in-Charge posts content to blog
and pushes to social media at height of online consumption (check your Insights
and analytics!). Then, your employees should share, too!
• Thursday & Friday – Repost as needed, and feel free to schedule
Saturday/Sunday posts if you’re a B-to-C.
Things to keep in mind while writing:
• Keep posts between 200-400 words
• Never plagiarize – quotes and attribution are okay, but be sure to properly give credit
where credit is due
• Get client or account manager permission when using specific project examples
• Put yourself in the reader’s shoes – what makes this content valuable to them?
Always try to answer the question: “Why does this matter? Would I read this?” and
include insight that only you could lend. Make it unique!
• Tie back to your business if it’s a broad industry story – how have you used this tip at
work, or how can you?
• Do your best to include a photo, graphic or video
Some sources of inspiration if you’re in a rut:
And finally …
If you ever find something that you think would make an interesting
blog post or social media post, but it’s not your week to write or you
just don’t have the time, pass the idea along to someone else or
make a note! The more content the better. Content is king. Or queen.