Using Northwoods' step-by-step framework, learn how to develop a robust blog that can boost website traffic and increase leads. Northwoods President and CEO Pat Bieser presented this workshop at the company's (TUG) Titan User Group event on Thursday, June 4.

2. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Mastering the Blog:
A Step-by-Step Plan from Launch to Leads
Presented by: Patrick Bieser, CEO

3. •Success Stories
•How it Works
•Seven Steps
•Good, Better, Great
•Believing
Mastering the Blog: A Step-by-Step Plan from Launch to Leads

4. Your target
audience.

6. Success Stories

7. Digital Photography Equipment
600,000 Visitors / Month
Google Top 5 for 5208 Keywords
Natural Health Advice
1,800,000 Million Visitors / Month
Google Top 5 for 6464 Keywords

8. These Blogs
Are
Authority Websites
(There aren’t very many out there.)

9. Product and Service Authority

10. Website Solutions
960 Visitors / Month
Top 5 for 84 Keywords

11. Queries Clicks Impressions Position
websites for manufacturers 2 19 1
milwaukee software development 1 39 1
creative website wireframe 0 1 1
website design good 0 1 1
website deisgner 0 1 1
manufacturer websites 1 40 1.2
manufacturers websites 2 23 1.3
website manufacturing 1 7 1.4
web design software development 1 24 1.9
manufacturers site 0 9 1.9
orphaned software 2 36 2
manufacture site 0 2 2
manufacture website 0 3 2
manufacturers website 6 117 2.1
orphan software 3 15 2.1
manufacturing web site design 0 34 2.2
manufactures website 2 14 2.3
website manufacturer 2 21 2.4
breakpoints responsive website 0 2 2.5
examples of competitors analysis 0 2 2.5

12. How it works
46,000 USA Manufacturers
(1% looking for new website)
960 searches / month
for 84 targeted phrases. 6% CRT = 54 visitors
4% conversion rate….
…. 2 new leads 1 Customer!

13. Path to new customer
• Traffic: Brand Awareness, SEO
• Content: Useful, Helpful, Quality
Educational
• Repeat Visits, Increasing Engagement
• Lead
• Sale
Traffic
Awareness
Useful Content
Lead
Sale
Repeat
Business
How it works

14. Northwoods Content Marketing Strategy
Blog Portfolio

15. Long-tail keywords
Website Design
Manufacturing Website Design
Manufacturing Website Design Best Practices

16. Getting Started in 7 Steps

17. 0 Commit to Content Marketing

18. • What is your value proposition?
• What are your buyer’s pains and
problems?
• Understand their interests, where they
hang out (social media), what they
read, who they follow.
1 Research

19. • Identify Content Topics
Keyword
Research
Google
Analytics
Data
Interviews
with
customers
& sales
Content Topics
+ + =+Social Data
1 Research

20. Keyword Competitor
1 Ranking
Competitor
2 Ranking
Competitor
3 Ranking
ge healthcare
ultrasound 16 3 5
ultrasound
supplies 6 3 12
ultrasound
probe holder 4 12 8
ge medical
systems
ultrasound 16 1 7
radiation
therapy
products 2 11 1
tee probe
storage 6 19 3
scan ultrasound
gel 6 15 5
ge ultrasound
transducers 18 2 1
ultrasound
accessories 4 1 4
probe covers 6 >20 17
1 Research – Keyword Analysis

21. 1 Research – Competitive Analysis

22. 1 Research – Ideas and Influencers

23. Northwoods Workshop: Tuesday July 14
1 Research

24. Conduct informed brainstorm sessions with team.
2 Produce topics
TIPS:
Don’t overthink it – start with
obvious topics that are the
easiest to write about and grow
from there
Go easy on your team - accept
that you’re going to make
decisions with insufficient
information as you get started

25. 1. Start with writers:
• Interns
• Retain a professional writer
• In-house content marketer
2. Interview Internal Staff
• Designers, SMEs, internal experts
• Sales, engineers, marketing team
3. Time and Budget
• Yes, but don’t panic, you can start small
• Blog content has a long shelf life
3 Define your team

26. Don’t limit to text, include infographics, charts, graphs, images, video
4 Produce Content

27. 4 Produce Content

28. 4 Produce Content

29. 4 Produce Content

30. Expert Trusted Advice In-Depth Information Surveys / Studies
Videos Charts / Infographics Knowledge Base
4 Produce Content

31. EMAIL WEBSITE SOCIAL REACH OUT TO INFLUENCERS
5 Promote

32. BLOG
Campaigns
Email
Marketing
Print
Collateral
Search
Engines
White
Papers
Social
Media
5 Promote

33. Extend the life of content by repurposing in different formats.
• Make an infographic of popular blog post
• Make a video / photo gallery of same
• Publish an update to a post
• Incorporate popular posts into an eBook
5 Promote

34. Blog Post Views (Unique Pageviews) and Time on Page
6 Measure

35. MEASURE
REFINE
REPEAT
7 Believe

36. 7 Believe

37. Questions