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Content Strategy - Blogging for Small Business

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What a Content Strategy is with a focus on Business Blogging, the benefits content will bring to a business - SEO, Social Marketing, Media Coverage, Sales plus top tips and practical guides to create and promote branded content (specific case study examples from my own consultancy business as well as local eCommerce retailer Utility Bear). And the key evaluation tools to measure return on investment for your business.

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Content Strategy - Blogging for Small Business

  1. 1. LEANNE CONTENT FOR BUSINESS @aCupOfLee
  2. 2. ACUPOFLEE.COM WHY ME? ▸Chartered Institute of Public Relations ▸A decade in-house and in-agency ▸Multiple award winner ▸Industry blogger ▸Freelance subcontractor ▸Startups, SMEs, Social Enterprises
  3. 3. ACUPOFLEE.COM WHAT YOU’LL LEARN TODAY ▸What a Content Strategy is ▸The benefits content can bring to your business ▸Tips on how to create and promote your branded content ▸Specific examples from my work ▸The key evaluation tools to measure RoI for your business
  4. 4. DIGITAL COMMUNICATIONS SOUNDS COMPLICATED, BUT IT’S NOT. IT’S WHAT YOU’VE ALWAYS DONE; COMMUNICATING WITH THE PUBLIC. JUST IN A DIFFERENT PLACE - ONLINE. Leanne Ross ACUPOFLEE.COM
  5. 5. ACUPOFLEE.COM NEW BUSINESS OLD BUSINESS
  6. 6. ACUPOFLEE.COM CONTENT STRATEGY Content Strategy sounds like jargon. All it means is that you create enough useful “stuff” online so you can attract customers and journalists to you, rather than you having to seek them out (“Inbound Marketing”). Content Plans sound complicated. They are merely calendars of content types, messages and channels to ensure you stay balanced, focus and useful.
  7. 7. ACUPOFLEE.COM “USEFUL STUFF” AKA BRANDED CONTENT Brand Blog Search Engine Optimisation Instagram LinkedIn
  8. 8. ACUPOFLEE.COM THE PSYCHOLOGY OF CONTENT ▸We know why we like viral videos ▸Being useful as well as the entertaining ▸Useful works equally because of the way the brain reacts when we learn something new ▸And then the brain wants more so it makes you seek out more useful stuff ▸People who are looking to build their own profile online benefit from curating and sharing your useful information to grow their own audience ▸That’s why practical advice is the content people love to share the most
  9. 9. BLOGGIN G FOR ACUPOFLEE.COM
  10. 10. “SHOW, DON’T TELL.” BLOGGING ALLOWS YOU TO SHOW YOU KNOW YOUR PRODUCT, YOUR SERVICE & YOUR CUSTOMERS INSIDE OUT, WHILE OFFERING THEM MUCH MORE THAN JUST Leanne Ross ACUPOFLEE.COM
  11. 11. ACUPOFLEE.COM STARTING A BLOG Ease of Use Search Engines Love It No HTML Scheduling Blog Functions Built In App Themes Multiple Users
  12. 12. ACUPOFLEE.COM DATA MINING ▸Use Google’s goldmine of FREE knowledge ▸AnswerThePublic.com ▸Google Search Operator e.g. “How to * PR” ▸Research articles with “Magazine + PR” ▸Buzzsumo, Buzzfeed, Reddit ▸Google Alerts ▸Remember the customer journey, not just your product
  13. 13. ACUPOFLEE.COM • Lists (“listicles”) especially “hyperlocal” e.g. The Top 10 Places To Eat in Belfast • Case studies / testimonials from customers, suppliers or partners • Demo videos, How-To articles, FAQs with answers • User Generated Content (like encouraging customer photos with a product using a hashtag) • Interviews with industry leaders or Behind-The-Scenes with staff or offering guest posts from other people/brands • As with press releases, any kind of company news or general industry news and your opinion on topical issues • Customer newsletters can also be adapted into blog posts • Your personal journey or the company back story • Round up articles of successes, or failures, what you’ve learned, “What Not To-Do” lists, etc. • Short templates or guides through to longer eBooks • Podcasts, live chats/Q&As or live streaming - works well at conferences or events • Infographics with statistics, facts and quotes • Photographs from events, awards, photo calls, etc. • Humorous “memes” • Running polls, surveys or quizzes through Facebook/Twitter or SurveyMonkey • Repurposing any reports, uploading presentations to Slideshare for social sharing, and then explaining the learning behind it • Courses, webinars, online training - much more time intensive to produce but if applicable to your business can be lucrative
  14. 14. RECENTLY REVIEWED DATA FROM 5,000 ONLINE BUSINESSES FOUND THAT 85% HAD INCREASED WEBSITE TRAFFIC FROM CONTENT CREATION WITHIN 7 MONTHS OF STARTINGHubspot ACUPOFLEE.COM
  15. 15. ACUPOFLEE.COM BUSINESS BENEFITS OF BLOGGING
  16. 16. ACUPOFLEE.COM SEARCH ENGINE OPTIMISATION ▸ Algorithm = useful + popular (+ technical) ▸ Keywords (long-tail) ▸ Upload ALT-named-images ▸ Metatag each post ▸ Social Media shares ▸ Links back to your articles ▸ Avoiding duplication
  17. 17. WHAT BLOGGING DID FOR ME
  18. 18. UTILITYBE CONTENT FOR ECOMMERCE STARTUP
  19. 19. ACUPOFLEE.COM UTILITY BEAR .CO
  20. 20. ACUPOFLEE.COM NEWSJACKING INSPIRATION ▸www.daysoftheyear.com ▸www.wincalendar.com ▸Google!
  21. 21. ACUPOFLEE.COM WHAT ‘NOT’ TO WORRY ABOUT ▸How often you blog ▸What time or day you blog ▸How long or short your blog is ▸What keywords to include ▸Finding imagery to use ▸Finding someone to do it for you
  22. 22. ACUPOFLEE.COM MEASURING SUCCESS ▸Google Analytics - traffic ▸bit.ly - track social shares ▸Moz Toolbar - ranking ▸Survey results ▸Email sign-ups ▸Sales!
  23. 23. WITH MOBILE OPTIMISED WEBSITES, ECOMMERCE PLATFORMS AND SOCIAL MEDIA CHANNELS MORE PEOPLE CAN FIND YOU ONLINE AND PURCHASE FROM YOU THAN EVER BEFORE. MAKE IT WORTH THEIR TIME IN A TIME-POOR WORLD. IN THE END, THE SINGLE GREATEST THING YOU CAN DO TO AID YOUR SEO AND CONVERT WEBSITE VISITORS TO SALES IS TO SIMPLY AND CONSISTENTLY CREATE GOOD ONLINE CONTENT FOR YOUR CUSTOMERS. Leanne Ross ACUPOFLEE.COM
  24. 24. ACUPOFLEE.COM CONNECT ▸Blog: www.aCupOfLee.com ▸Twitter: @aCupOfLee ▸Facebook.com/aCupOfLee ▸Linkedin.com/leannerossbelfast ▸Email: acupoflee@gmail.com ▸eBook Coming Soon!

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