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Rock Your Business Blog

Creative yet inexpensive Internet marketing techniques such as blogging can build a company’s online presence, spawn brand loyalty, and generate leads/results. Through comprehensive SEO techniques and other inbound marketing methodologies, companies can increase website traffic and be top-of-mind for those discussing similar topics.

Because a corporate blog is a place for customers, prospects and like-minded individuals to share ideas, it reinforces a company’s image and brand as a thought-leader. This session will discuss what kind of content you can create to attract your customers, how to bring people to your blog and how to keep the momentum going. We’ll also cover how you can measure your success so you know what works and what doesn’t.

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Rock Your Business Blog

  1. 1. Rock My Business Blog<br /> Slides:<br /> Twitter: @KarenRubin<br />Karen Rubin<br />HubSpot Product Owner<br />
  2. 2. Agenda<br />About HubSpot & Inbound Marketing<br />Five Keys to a Successful Blog<br />Identify Target Personas<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />How to Measure Your Blog<br />
  3. 3. What’s HubSpot?<br /><ul><li>Founded in July 2006 from research at MIT</li></ul>Cambridge, MA<br /><ul><li>2,500 customers, 100+ employees</li></ul>3<br />
  4. 4. Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. Inbound Marketing<br />
  6. 6. Rethinking Marketing<br />Outbound Marketing<br />Telemarketing<br />Trade shows<br />Direct mail<br />Email blasts<br />Print ads<br />TV/radio ads<br />Inbound Marketing<br />SEO / SEM<br />Blogging<br />Social Media<br />RSS<br />Free tools/trials<br />Viral videos<br />Interruption<br />Permission<br />
  7. 7. Exponential Effects<br />
  8. 8. Agenda<br />About HubSpot & Inbound Marketing<br />Five Keys to a Successful Blog<br />Identify Target Personas<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />How to Measure Your Blog<br />
  9. 9. Key #1: Identify Target Personas<br />Kadient photo by: David Meerman Scott<br />
  10. 10. Your Content Pulls in Your Personas<br />“Create the kind of online content that your buyers naturally gravitate to.” <br /><ul><li>David Meerman Scott</li></ul>Author of The New Rules of Marketing & PR<br /><br />
  11. 11. What Keywords Will Attract Your Personas?<br />Fill posts with them<br />Build an archive of content full of them<br />
  12. 12. How We Pick Keywords: Keyword Grader<br />
  13. 13. A Word of Caution<br />Writing for your personas DOES NOT mean writing about the products and services you sell them<br />Write about the things they want to learn about <br />
  14. 14. Key #2: Create a Mix of Posts<br />Flickr Photo: jek-a-go-go<br />
  15. 15. Plan a Mix of Posts<br />News<br />Opinion<br />Feature<br />Photos<br />Video<br />
  16. 16. Many Types of Posts Get Traffic<br />
  17. 17. Raisin Bran – Basic, Everyday Posts<br />How to posts<br />Rich in keywords<br />Get good at whipping them out<br />Make sure they’re useful<br />Flickr Photo: greeneyesmilw<br />
  18. 18. Spinach – Healthy, Thoughtful Posts<br />Should establish your site as a thought leader in the industry<br />Put time into them<br />Don’t do too many<br />Flickr Photo: ulteriorepicture<br />
  19. 19. Roasts – Big Blog Projects<br />Lots of work<br />Lots of links, discussion and attention<br />Pick them well<br />
  20. 20. Tabasco – Posts That Start Fires<br />Make a bold statement<br />Be prepared to defend yourself<br />Lots of comments and links<br />Too many of these posts could lose trust<br />Flickr Photo: ANOXLOU <br />
  21. 21. Chocolate Cake – The Sweet Stuff<br />These posts make your blog fun<br />A chance to poke fun at yourself<br />Lots of traffic/links <br />Often video, images<br />Flickr Photo: scubadive67 <br />
  22. 22. Key #3: Write Great Posts<br />Flickr Photo: Olivander <br />
  23. 23. No Need to Be Hemingway<br />Just follow a few simple rules.<br />Photo: Wikipedia<br />
  24. 24. Tips for Post Structure<br />Use Headings<br />500-800 words (or shorter!)<br />Lists are OK (just not too many)<br />1 idea per post<br />
  25. 25. Blog Topic Ideas<br />List of 5 ideas, trends or thoughts<br />Publish a list of links<br />Take a recent experience and share it<br />Answer questions you received recently<br />Comment on other blog articles<br />Turn a press release into a blog article<br />Check your email outbox<br />
  26. 26. Always Add a Photo<br />Flickr<br />iStockphoto<br />Shoot your own<br />
  27. 27. How to Search for a Flickr Photo<br />Go to Advanced Search<br />Then search for CC licensed photos<br />
  28. 28. Where Do You Get Ideas?<br />Everywhere<br />Keep a list<br />When you learn something, flesh it out<br />Ask your readers<br />
  29. 29. Write Great Headlines<br />
  30. 30. How to Write Great Headlines<br />Write the headline before the article<br />Imagine the reader won’t see the article<br />Surprise people<br />No spelling errors!<br />Use your keywords<br />
  31. 31. Blog Article Titles<br />Funny: “GoDaddy&apos;s 16-Step Checkout: Brainless Marketing At Its Finest?”<br />Enticing: “12 Quick Tips To Search Google Like An Expert”<br />SEO: “Free Advertising on Google”<br />6th Most Popular HubSpot Blog Article<br />
  32. 32. Key #4: Sustain It<br />Flickr Photo: michalo<br />
  33. 33. Pick a Publishing Schedule<br />Once a week? Every Monday and Wednesday?<br />Stick to it<br />The goal is to build up a body of keyword-rich content (create an asset)<br />
  34. 34. Different Ways of Doing Posts<br />Email interviews<br />Video interviews (conferences, office visitors, clients)<br />Guest posts from people with similar blogs<br />“Best of” lists<br />“How we do it” posts<br />
  35. 35. Should I Hire People?<br />It depends.<br />Pros:<br />You don’t have to do the work<br />You hire a “professional writer”<br />Cons:<br />Nobody knows your business like you do<br />You don’t build your personal reputation<br />You don’t participate in the conversation<br />
  36. 36. Key #5: Spread It<br />Flickr Photo: felipearte<br />
  37. 37. Think of Blogging Like a Job Search<br />Would you sit at home and wait for a call?<br />
  38. 38. Take Comments Seriously<br />Make sure you comment back<br />Find out who the people are<br />Follow their links<br />Subscribe to their blog, follow them on Twitter<br />Use these links<br />
  39. 39. Why Leave Comments?<br />Karma<br />Get noticed by other bloggers<br />Get noticed by other blog readers<br />Get links back to your blog<br />Thought leadership<br />
  40. 40. Tips on Comments<br />Increase the value of the article:<br />Share an example<br />Add a point<br />Add a useful link<br />Disagree<br />Ask a question<br />Use your real name (not company)<br />
  41. 41. Publish on Social Media<br />Post directly<br />Post via automatically<br /><ul><li>Post to your status
  42. 42. Post automatically via a feed to your fan or profile page</li></ul>Also consider LinkedIn, other sites.<br />
  43. 43. Where Do You Link to Your Blog?<br />Your homepage<br />Press releases<br />Business cards<br />Email signatures<br />
  44. 44. Agenda<br />About HubSpot & Inbound Marketing<br />Five Keys to a Successful Blog<br />Identify Target Personas<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />How to Measure Your Blog<br />
  45. 45. Metric #1: Subscriptions<br />A measure of you blog’s total reach<br />A “sticky” number<br />
  46. 46. Metric #2: Pageviews<br />Great for media sites selling display advertising<br />Potential problems for your business:<br />Doesn’t measure RSS<br />Weak measure of engagement<br />What’s the business value of a “view”?<br />
  47. 47. Metric #3: Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to market<br />
  48. 48. Metric #4: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside conversations<br />
  49. 49. Metric #5: Conversions<br />
  50. 50. Thank You! Any Questions? <br />Learn more about HubSpot:<br /><br />Free tools:<br /><br />Karen Rubin<br />Product Owner<br />HubSpot<br />Twitter:<br />LinkedIn:<br />