Bridget Gibbons, Director of Digital, InspiriaMedia
Business Blogging October 2016
❖ 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
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.
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
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
❖ Include links in your blog articles to other pages on
Long-Form Published Posts
❖ LinkedIn members can publish long-form blog posts
❖ Publishing allows you to further establish your
❖ 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.
Increase your SEO/SERP
❖ Blogs provide you the opportunity to add fresh content to
your website. This makes Google happy and you will be
❖ 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
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.
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
Target market for blogging
❖ You need to know your target market.
❖ This gives you insight about what your customers want to
❖ 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
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
❖ Analyze who your best customers are – what do they
want to know about?
Check out your competition
❖ Look at who your competition is marketing to and what
is their approach.
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.
List out demographics
❖ Income level
❖ Marital status
Define market segments
❖ Different products/services may have different
❖ Segment out by geography, types of businesses
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
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
❖ It’s ok to keep them short but make sure to add value.
❖ Include eye catching images – pixabay.com
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
Increasing blog SEO
❖ Blogging strategically – use your keywords naturally in
❖ Boost your blog SEO:
❖ Target your content
❖ Google Keyword Planner
❖ Link to other sites
❖ Link to internal pages on your website
❖ Use alt text
Target your content
❖ Using your content themes and knowledge of your
target market, you’ll be using the keywords your
customers are searching on.
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.
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.
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
❖ Makes it easy to navigate through.
Use alt text
❖ Alt text allows the search engines to read your images.
❖ This can be added in your blog’s media library.
Themes for posts
❖ Be Useful
❖ Be Human
❖ Be Generous
❖ Be Promotional
❖ Be Controversial
❖ Be Entertaining
❖ Be Timely
❖ Be Engaging
❖ 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
❖ Inspirational Post
❖ Holiday Post
❖ Personal Experience Post
❖ Behind the Scenes Post
❖ Off-Topic Post
❖ Rant Post – not for everyone
Be Generous❖ Profile Post
❖ Interview Post
❖ Link Round Up Post – gather links your customers will
❖ Quote Post – gather quotes from influencers across a
● 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
❖ Comparison Post – you to your competitor
❖ Project Showcase Post
❖ Company Update Post
❖ Presentation Post
❖ Product Update Post
❖ Product Tip Post
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
❖ Story Post – create content that tells a story
❖ Satire Post – be humorous through irony or extreme
❖ Cartoon Post – create weekly or monthly cartoons
❖ Meme Post - create your own meme or pull together a
❖ Review Post – review product, event or anything as long as
❖ 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
❖ Question Post – answer questions your audience asks
❖ Answer Post – ask a question and allow your audience to
❖ Challenge Post – pose a challenge to your audience
❖ Customer Showcase Post
❖ Feebie Post – allow your audience to get access to a relevant
❖ Contest Post
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
Cross-promote your blog
❖ Leverage your blog posts by promoting them on your social media
❖ 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
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
❖ Number of comments – encourage readers to comment. More
comments the better.
❖ Increase traffic to blog or website – set-up google analytics –
❖ Increased leads through email