Build a legion of followers by having a kick ass blog that's the envy of your...
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How to Create Engaging Content for Marketers - #WCPHX
- How to Create Engaging Content for Marketers @joemanna | #wcphx
- About me Love my '98 Camaro almost more than life itself Community Manager at Infusionsoft Generates hundreds of quality leads from blogging (Getting paid to) blog since '06
- The problem with most business’ blogs?
- They suck. (Or, they are boring, uninteresting, pitchy, unhelpful, or waste the visitor's time.)
- They lack a purpose.
- Generate Leads & Sales Gain Brand Awareness Build Thought Leadership Provide Customer Service Share Company Culture Attract Business Development Acquire Top Talent Respond to Criticism Every business blog should have a purpose.
- Blog Metrics Conversions Conversion Rate Inbound Mentions & Comments
- Pace yourself, then race yourself.
- What is engaging content?
- MOAR CONTENT? No.
- Better content. Happy visitors. Less work; more play.
- Goals for your content Establish Trust Build Confidence Drive Action Deliver on Expectations
- Content for the Buying Process
- Awareness • Blog about topics in the industry • Outline a problem and a solution • The solution is not always you • Address real concerns from buyers – Not sure? Ask your sales team.
- Interest • Make it easy to learn about you. – Opt-in for email or text from company – Make the opt-in valuable. Put a real campaign behind it. • Let great content stand out with a relevant lead-generation offer.
- Research • Provide data, stats and product comparisons. • Craft content that targets “alternative” search intent. • Seek out damaging content and address it thoughtfully.
- Social Validation • People look for content that is proven from others • Testimonials à Customer Highlights • Use real photos of people
- Purchase • Provide consistent and clear pricing • Address concerns over service – Discuss guarantees/warranties – Share use-case examples – Show off rockstar customer service
- Don’t just talk about yourself.
- Six #Winning Blog Post Tips
- Use a Powerful Headline • Numbers perform better • Aim for search intent – not search terms • Being direct works well Examples: – 25 Ways to do … – 7 Proven Techniques to […] – How to do […] with […]! – 6 Mistakes Every […] Makes and How to Avoid Them – The Ultimate Guide to […]
- Have a Point of View • Blog audiences tend to form around a personable voice. • Express emotion. Get pissed. Get happy. Examples: – We say NO to #SOPA! (Namecheap) – A Secret No More: Eloqua on Salesforce’s Acqusition of Radian6 (Eloqua)
- Use Multimedia • Text won’t always satisfy visitor’s needs • Use original images, graphs, charts, etc. Examples: – MintLife uses infographics frequently – SEOMoz uses whiteboard videos to demystify SEO – Kikolani uses lists to aggregate tons of content
- Make Content Skimmable • Assume people will skim your content • Make it easy to read with a clean design. Examples: – Use lists, bullets and bold for emphasis. – Use images that support content intent – Break lengthy blog topics into a series
- Have a Call to Action • If you don’t ask, they won’t buy • Doesn’t have to always be about you. Examples: – Consider asking for reader input – Ask the reader to take action by doing something – Encourage readers to share your content
- Establish A Rhythm • Aim for a couple great blog posts weekly • Stick to a few key topics (beats) Examples: – Utilize an Editorial calendar to stay focused – Mind-map your top 4 ideas and 4 posts on each – Get help from a peer to contribute
- 6 must-have content creation tools
- Topsy • Ability to search live & trending topics • Useful to get blog ideas and see conversations around a topic • topsy.com
- Pinterest • Ability to visualize recommended content • Offers more than just cupcakes and dresses • Most images are linked to their sources • pinterest.com
- InboundWriter • Suggests tips to make well-rounded articles. • Intended for SEO- friendly content, but it has good advice packed in it. • inboundwriter.com
- Google Suggest • Suggest feature based on queries and clicks (user demand) • Great tool for creating competitive content • google.com
- Buffer • Scheduling updates for Twitter and Facebook. • Vary blog headlines to see the impact • Makes it effortless with browser addons to use • bufferapp.com
- Embedded Tweets • Useful for inserting Tweets into posts • Allows users to engage with the Tweet. • twitter.com
- Put this into Context Educate your industry, market, prospects and customers Drive business value with your blog What isn’t measured, can’t be improved Write for people - not search engines
- Thank you! Questions? @joemanna joemanna@gmail.com
- Photo Credits http://www.flickr.com/photos/nirak/4030158041 http://www.flickr.com/photos/mik2/1388666338 http://www.flickr.com/photos/cajie/3134305491 http://www.flickr.com/photos/petergorges/4061480793 http://www.flickr.com/photos/shriekingtree/5225613954 http://www.flickr.com/photos/differentview/3732017901 http://www.flickr.com/photos/kylemay/2078979917 http://topsy.com http://pinterest.com http://www.inboundwriter.com http://google.com http://bufferapp.com https://dev.twitter.com/docs/embedded-tweets
