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Business Blogging Fall 2016


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How to use blogging to grow your business and increase your search engine optimization.

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Business Blogging Fall 2016

  1. 1. Bridget Gibbons, Director of Digital, InspiriaMedia Business Blogging October 2016
  2. 2. Topics ❖ What is a blog ❖ Why blogging is important ❖ Target markets for blogging ❖ What to write – content strategies ❖ How long should your blog posts be? ❖ Make a schedule ❖ Tips for increasing blog SEO ❖ Ideas for blog posts ❖ Great headlines ❖ Cross promoting your blog with Social Media ❖ ROI to measure blog success
  3. 3. What is a blog? ❖ Blog = ‘web log’ ❖ A website or part of a website updated with new content periodic basis. ❖ Usually maintained by an individual or individuals with regular entries of commentary, descriptions of events, or other material such as graphics or video. ❖ Can be setup within minutes online using WordPress or other blogging software.
  4. 4. Why blogging is important ❖ Blogging should be an integral part of your online content marketing ❖ Drive traffic to your website ❖ Increase your SEO/SERP ❖ Positing your brand as an industry leader ❖ Develop better customer relations
  5. 5. Drive traffic to your website ❖ Post links to your blog articles (with great images) on all your social sites – Facebook, Twitter, LinkedIn, etc. ❖ LinkedIn Long Form Published Posts ❖ Give your followers a reason to click through to your website. ❖ Include links in your blog articles to other pages on your website.
  6. 6. Long-Form Published Posts
  7. 7. Long-Form Published Posts ❖ LinkedIn members can publish long-form blog posts ❖ Publishing allows you to further establish your professional identity. ❖ When you publish a long-form post on LinkedIn: ❖ Your original content becomes part of your professional profile. It is displayed on the Posts section of your LinkedIn profile. ❖ It's shared with your connections and followers.
  8. 8. Increase your SEO/SERP ❖ Blogs provide you the opportunity to add fresh content to your website. This makes Google happy and you will be rewarded. ❖ Identify the keywords that you want to be found for. Use these keywords and related expressions in your posts. ❖ Blogging regularly about your business, industry, product or customer lifestyle will help increase your search results.
  9. 9. Position your brand as an industry leader ❖ Well written articles demonstrate your company as an industry leader ❖ Post on topics that resonate with your target market and show your knowledge. ❖ You’ll build trust.
  10. 10. Develop better customer relations ❖ Blogs provide another way to deepen your connections with your customers. ❖ Clients will be able to get to know your business / products from your website. ❖ Be sure to respond to comments and interact with your customers.
  11. 11. Target market for blogging ❖ You need to know your target market. ❖ This gives you insight about what your customers want to read. ❖ Ways to determine your target: ❖ Review your customer base ❖ Check out your competition ❖ Analyze your products / services ❖ List out demographics of your target ❖ Define market segments
  12. 12. Review your current customers ❖ Who is currently buying your product or service? Why do they buy from you? Do they have similar interests or characteristics? Are there other potential customers like them? ❖ Analyze who your best customers are – what do they want to know about?
  13. 13. Facebook Insights
  14. 14. LinkedIn Business Page
  15. 15. LinkedIn Follower Demographics
  16. 16. Twitter Analytics
  17. 17. Twitter Analytics
  18. 18. Check out your competition ❖ Look at who your competition is marketing to and what is their approach.
  19. 19. Analyze your products / services ❖ Know your product! How is it used? Who would want and need it? ❖ You can target some of your blog posts to new markets by explaining the value of your product.
  20. 20. List out demographics ❖ Age ❖ Location ❖ Gender ❖ Income level ❖ Education ❖ Marital status ❖ Etc.
  21. 21. Define market segments ❖ Different products/services may have different segments ❖ Segment out by geography, types of businesses
  22. 22. What to write? ❖ Determine themes that will support your goals ❖ Show industry leadership? Drive traffic to your website? Develop better customer relations? ❖ General content themes: ❖ Solutions for common problems ❖ News updates ❖ Ways to make life better ❖ Points of view ❖ Relevant Videos ❖ Integrate these general themes with relevant topics
  23. 23. How long should blogs be? ❖ Typical blog posts are 300 – 800 words. ❖ Depends on how much you have to say. ❖ Typically businesses should blog 1 or 2 times per month. ❖ It’s ok to keep them short but make sure to add value. ❖ Include eye catching images –
  24. 24. Make a schedule ❖ Consistency is key. ❖ Having a schedule increases readership and also keeps you on task. ❖ Establish a routine – reinforces your trustworthiness. ❖ How you schedule will depend on who is doing your writing. Many companies write themselves or outsource.
  25. 25. Increasing blog SEO ❖ Blogging strategically – use your keywords naturally in your writing. ❖ Boost your blog SEO: ❖ Target your content ❖ Google Keyword Planner ❖ Link to other sites ❖ Link to internal pages on your website ❖ Use alt text
  26. 26. Target your content ❖ Using your content themes and knowledge of your target market, you’ll be using the keywords your customers are searching on.
  27. 27. Google Keyword Planner ❖ ❖ Enter a list of keywords and Google will give you the number of local searches per month on that term. Google can also make suggestions of related keywords.
  28. 28. Link to other sites ❖ Referencing other blog posts is great for SEO. ❖ Can also help create networking opportunities and can develop into guest blogging opportunities.
  29. 29. Guest Blogging
  30. 30. Link to internal pages on your site ❖ Link to other landing pages on your site. If you readers are interested in your posts they’ll likely be interested in your products. ❖ Makes it easy to navigate through.
  31. 31. Use alt text ❖ Alt text allows the search engines to read your images. ❖ This can be added in your blog’s media library.
  32. 32. Themes for posts ❖ Be Useful ❖ Be Human ❖ Be Generous ❖ Be Promotional ❖ Be Controversial ❖ Be Entertaining ❖ Be Timely ❖ Be Engaging
  33. 33. Be Useful ❖ List Post ❖ How-To Post ❖ Case Study ❖ Problem / Solution Post ❖ SAQ Post – Questions customers don’t ask but should ● Checklist Post ● Ultimate Guide Post ● Definition Post ● Series Post ● Definition Posts ● FAQ Post
  34. 34. Be Human ❖ Inspirational Post ❖ Holiday Post ❖ Personal Experience Post ❖ Behind the Scenes Post ❖ Off-Topic Post ❖ Rant Post – not for everyone
  35. 35. Be Generous❖ Profile Post ❖ Interview Post ❖ Link Round Up Post – gather links your customers will find useful ❖ Quote Post – gather quotes from influencers across a specific topic ● Best of the Web Post – links to content, tools, and other resources ● Pick of the Week - single piece of content, tool or other resource that you link to and describe ● People to Follow Post
  36. 36. Be Promotional ❖ Comparison Post – you to your competitor ❖ Project Showcase Post ❖ Company Update Post ❖ Presentation Post ❖ Product Update Post ❖ Product Tip Post
  37. 37. Be Controversial – make sure it works for your brand ❖ What If Post – what would happen if… ❖ Debate Post – write about your opinion on an issue, or write with someone to show both sides of an issue ❖ Attack Post – be careful ❖ Prediction Post ❖ Reaction Post – react to content created by someone else ❖ Embed Reactor – embed video, presentation or other content that is already popular and add your reaction
  38. 38. Be Entertaining ❖ Story Post – create content that tells a story ❖ Satire Post – be humorous through irony or extreme exaggeration ❖ Cartoon Post – create weekly or monthly cartoons ❖ Meme Post - create your own meme or pull together a curated set
  39. 39. Be Timely ❖ Review Post – review product, event or anything as long as it’s newsworthy ❖ Survey Post – survey your audience about a trending topic ❖ News Post – create content on events as they are happening ❖ Trends Post – predict a trend ❖ Issue Post – create content about issues that affect your audience
  40. 40. Be Engaging ❖ Question Post – answer questions your audience asks ❖ Answer Post – ask a question and allow your audience to answer ❖ Challenge Post – pose a challenge to your audience ❖ Customer Showcase Post ❖ Feebie Post – allow your audience to get access to a relevant giveaway ❖ Contest Post
  41. 41. How to make successful headlines ❖ Writing a catchy headline is key ❖ Write a headline and then rewrite it a few times – practice makes perfect ❖ Use numbers – people love headlines with number ❖ Keep it short – under 75 characters, easy to skim ❖ Ask a question – pique readers interest ❖ Make it a how-to – readers like to learn
  42. 42. Cross-promote your blog ❖ Leverage your blog posts by promoting them on your social media sites ❖ Facebook – post a link to your blog on your FB page. ❖ Twitter – tweet about you blog post. Keep the title interesting, be sure to use haashtags ❖ LinkedIn – write a short up to your contacts and post your blog, post to groups you belong to also ❖ Email – weekly or monthly e-newsletters consisting of your best posts ❖ Share buttons – make sure to have social sharing buttons
  43. 43. ROI of Blogging ❖ You need to measure your ROI ❖ Numbers of subscribers – easy to track ❖ Number of shares – helps you know what’s of interest to your readers ❖ Number of comments – encourage readers to comment. More comments the better. ❖ Increase traffic to blog or website – set-up google analytics – Referrals, etc. ❖ Increased leads through email
  44. 44. Thank you! 914-318-0348