Blogging for business and content marketing training course by Opace

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Blogging is used by many organisations to help them engage with new and existing customers, develop a “voice” to educate and inform visitors and also to boost visibility on search engines and social media. This business-focussed blogging taster seminar from internet marketing specialist Opace will provide a practical approach to blogging for business. Event hosted at Bournville College on 30th May 2013.

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Blogging for business and content marketing training course by Opace

  1. 1. Blogging for BusinessBournville College
  2. 2. What we hope you willachieve today?
  3. 3. Understand the benefitsof business blogging?Identify keywords andcreate blog contentSet up and configure abasic WordPress blog
  4. 4. A brief history of blogs
  5. 5. • Web journals / personal• Techies• Marketers• Politicians• Business
  6. 6. How blogging can helpbusiness
  7. 7. • Support SEO• Improve customer engagement• Build authority and brandawareness• Boost sharing and social mediacontent
  8. 8. Some ‘facts’• Companies that blog have 55% more websitevisitors (source: Hubspot)• B2C companies that blog generate 88% moreleads per month than those who do not, whileB2B companies generate 67% more leads thanthose who don’t blog (source: Hubspot)
  9. 9. Some ‘facts’• Companies with more than 51 blog articlesexperience a 77% lift in median monthly leads(source: Hubspot)• 40% of US companies use blogs for marketingpurposes (source: Hubspot)• The average company that blogs gets 97%more inbound links (source: Hubspot)
  10. 10. Creating a basicblogging strategy
  11. 11. 1. Research – competitors and target audience2. Set objectives and align with business goals- comments / shares / website referrals / Googlerankings / sales / sign ups, etc3. Create a team4. Set guidelines5. Decide on frequency and word count6. Decide on the technology / platforms7. Identify the keywords and develop content8. Set up reviews, analyse and measure8 Key Steps
  12. 12. • For point 8, make sure you have a goodanalytics tool installed on your blog –Google Analytics is free and easy tointegrate - www.google.co.uk/analytics/‎A note about analytics
  13. 13. • 43% of “less than monthly” businessbloggers yielded a customer from theirblog, compared to 92 percent ofbusinesses who blog “multiple times perday.” (source: Hubspot)A note about frequency
  14. 14. Deciding on the righttools
  15. 15. There’s lots of choice
  16. 16. Which blog should I use?• We often get asked which is betterWordPress or Google’s Blogger?• It’s personal preference but welove WordPress and evenGoogle’s most visible SEOspokesman Matt Cuttsuses WordPress over Blogger.
  17. 17. Types of blogs• On-site blogs e.g.www.opace.co.uk/blog• Off-site blogs e.g.www.opace.wordpress.com
  18. 18. On-site Blog Off-site BlogPros• Increases indexing of your website• Helps website SEO• Keeps fans up to date• Draws people to the site domain• Additional exposure• Two domains can rank twice forkeywords• Easy and quick to installCons• Harder to implement• Can’t‎rank‎the‎same keywords twice• Might lower the rank of other pages• May take longer to get traffic• Twice the marketing effort• Less controlWhich is better for yourbusiness?We’ll focus on on-site blogs
  19. 19. Understand your keywords• Why do we need to think about keywords?• For each blog, think about your audience• What would your readers searchfor and different variations?• Brainstorm ideas with your team• Use the Google Keyword Tool –https://adwords.google.com/o/KeywordTool‎
  20. 20. Keywords – example• Lets identify some for todayssession and see how manysearches they get on Google
  21. 21. Setting up a simpleWordPress blog
  22. 22. WordPress glossary….• Theme – design of your website• Plugin – pre-made functionalitythat can be installed• Widget – areas (blocks) on yourwebsite where plugins orcontent can be placed
  23. 23. What we’re going to show…1. Install WordPress2. Install a theme3. Install 3 critical plugins• SEO plugin• Social sharing plugin• MS Word style editor4. Publish the blog5. Show an optimised blog
  24. 24. List of plugins…1. Async Social Sharing2. Ultimate TinyMCE3. All In One SEO Pack4. Google-Maps-GPX-Viewer
  25. 25. We’re filming….So don’t worry if you miss anything,and we’ll publish it to our blogafterwards.
  26. 26. It’s as simple as 1 2 3 – example• Live demo• Alternatively can be downloadedfrom http://wordpress.org• Example blog can be found athttp://businessofblogging.co.uk
  27. 27. Using your blog withsocial media
  28. 28. Why should I care?• Socialising your blogs will help with brandawareness and SEO:22% of all time onlineOver 600m social usersImpacts credibilityImpacts SEO
  29. 29. • The best thing you can do is makeyour blog pages socially sharable –and encourage engagement andsharing by others!
  30. 30. Using your blog forSEO
  31. 31. Why should I care?• Google’s looks for all kinds of signalswhen ranking websites and blogs help:Encourage social engagementKeep your website freshAdd relevant content & interlinkingIncrease the amount of content
  32. 32. • Make sure you include relevant metadata (this is another topic) and writethe content around your keywords,but always with the visitor in mindand not Google.
  33. 33. 20 brilliant ideas forcontent
  34. 34. 1. News2. New products or services3. Topical-themed items4. Editorial blogs5. Thematic blogs (Summer’s here….)6. Top 10s7. Best, worst etc8. Reviews9. Customer care10. Top tips
  35. 35. 11. How To….12. Staff profiles13. 10 things you didn’t know about…14. Testimonials15. Community-based16. Latest sector research17. News or updates18. Useful resources (websites, social media, etc)19. Competitions and giveaways20. Comparison of two or more products/services
  36. 36. • When writing content always goback to the keywords and makesure these are aligned• Consider longer keyword phrases(long tail keywords)A note about keywords
  37. 37. • 40% of people respond better to visualinformation than text. Viewers on averagespend 100% more time on pages with videoson them (source: Hubspot), so vary the type ofmedia used and get creative!• Words• Photographs / infographics• Video (a whole new seminar)A note about media
  38. 38. Next steps
  39. 39. Devise your strategyBrainstorm keyword andcontent ideasChoose your blogging platform
  40. 40. Advanced topics
  41. 41. Google+ and Content AuthorshipSEO and Writing SearchEngine Friendly ContentVideo Blogging and Video SEOSocial Media Marketing
  42. 42. For further support from Opaceplease visitwww.opace.co.uk/blog
  43. 43. Thanks for attending

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