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Beyond Blogging: How to Create a Vibrant Thought Leadership Community

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Instructed by Karri Carlson.

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Beyond Blogging: How to Create a Vibrant Thought Leadership Community

  1. 1. Beyond Corporate Blogging How to Create Vibrant Thought Leadership Karri Carlson Founding Marketer Leadtail
  2. 2. Today You Will Learn • What blogging can do for your business • Why most blogs fail to achieve their potential • What thought leadership blogs do differently • How to start building thought leadership
  3. 3. • Founding Marketer at Leadtail • B2B Social Marketing Agency • We also produce social media insights reports for and about B2B decision makers Hi, I’m Karri. Karri Carlson, Founding Marketer www.Leadtail.com Twitter: @heykarri
  4. 4. Agenda • What can blogging do for your business? • Why your corporate blog (probably) sucks • How thought leadership blogs are different • Some examples of thought leadership content • How to start building your thought leadership
  5. 5. IS BUSINESS BLOGGING WORTH IT?
  6. 6. Absolutely… positively… YES! 55% 67% 4x More website traffic More leads generated More pages indexed
  7. 7. SO WHY ISN’T YOUR CORPORATE BLOG GETTING THOSE KINDS OF RESULTS?
  8. 8. 1. Your Corporate Blog is Hard to Find
  9. 9. 2. Your Corporate Blog is All About You
  10. 10. 3. Your Corporate Blog is Anonymous
  11. 11. 4. Your Corporate Blog is Out of Date
  12. 12. 5. Your Corporate Blog is Not Engaging
  13. 13. HOW ARE THOUGHT LEADERSHIP BLOGS DIFFERENT?
  14. 14. 1. Put Thought Leadership Front & Center
  15. 15. 2. Have an Original Point of View
  16. 16. 3. Encourage Audience Participation
  17. 17. 4. Balance Quality & Quantity of Content
  18. 18. 5. Connect Members of the Community
  19. 19. WHO’S DOING A GOOD JOB WITH THOUGHT LEADERSHIP?
  20. 20. PunchTab: Get More Engagement Blog www.GetMoreEngagement.com Topics covered are clear, relevant to the target audience Prominent calls-to-action to connect via email and social Content is engaging and being shared via social media
  21. 21. PunchTab: Get More Engagement Blog Interviews and Q&A sessions with other thought leaders and influencers Dynamic and engaged guest blogger community adds variety and perspective www.GetMoreEngagement.com
  22. 22. Analytics Academy by Segment.io www.Segment.io/academy Link to this special section is prominently displayed in the site’s main navigation Clear and compelling statements about why prospects should care about this info Call to action to connect via email
  23. 23. Analytics Academy by Segment.io www.Segment.io/academy Case studies are told from the customers’ point of view and focus on customer results (not product features) Brand name customers provide “social proof” around thought leadership ideas & practices
  24. 24. Urban Airship: Summer of Push www.UrbanAirship.com/summer-of-push All about context: mobile, mobile, mobile. Explicit focus on best practices, customer stories You guessed it – email opt-in!
  25. 25. Urban Airship: Summer of Push www.UrbanAirship.com/summer-of-push Variety of media types, not just short form text In keeping with the theme and format, posts are short, light, and to the point.
  26. 26. Not Just for Software Companies More examples: http://www.marketingsavant.com/2012/11/5-top-features-of-thought-leadership-marketing-websites/
  27. 27. Move The Needle
  28. 28. Move The Needle Give your corporate blog a tune up:  Link to your blog from main site navigation  Focus posts on customers and prospects  Show the author’s name for each post  Update the blog at least once a week  Share your blog content via social media  Encourage visitors to opt-in via email & social (Re)Start Your Thought Leadership Blog
  29. 29. Key Takeaways 1. Blogging for business is totally worth it! 2. Just having a blog isn’t enough 3. You have to share your unique perspective 4. Start building your community now 5. Have fun (others will want to join in!)
  30. 30. www.Leadtail.com Follow us @Leadtail Thank You! Learn more at

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