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98togo roam lunch__learn_-_final

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98togo roam lunch__learn_-_final

  1. 1. How To Use Your Blog To Grow Your Business
  2. 2. 98toGo presented by
  3. 3. Today We’ll Speak About: 1. Blog Strategy 2. Blogging Must-haves 3. Content Campaign Essentials
  4. 4. Why Blog?
  5. 5. Step 1: Know Your Audience Step 2: Create Editorial Calendar Step 3: Keyword Research Step 4: Promotion Blog Strategy
  6. 6. Step 1: Know Your Audience
  7. 7. Interview: Current customers Prospects that didn’t choose you Your sales people
  8. 8. Audience Insights ● What is their title/role in the company? o Influencer o Decision Maker ● What caused them to look for a solution? ● What did they want to change? ● What was the goal of their search?
  9. 9. Audience Insights Cont... ● Where did they look for information? ● What questions do they ask? ● What keywords do they use? ● What social media channels do they frequent? ● How do they use social media?
  10. 10. Step 2: Create an Editorial Calendar Failing To Plan Is Planning To Fail
  11. 11. Key Dates For Your Audience ● Holidays ● Industry Events ● Seasonal Events ● Films, Music ● News Events
  12. 12. Create Monthly Themes ● Customer Pain Points ● Find Posts That Work ● Industry Trends
  13. 13. Step 3: Keyword Research Does It Still Matter?
  14. 14. Google Hummingbird Update
  15. 15. Keyword Research Tools ● Google Keyword Planner ● Google Suggest and Related Search ● Ubersuggest.org ● Google Trends ● Social Media o Topsy and Social Mention o LinkedIn Groups http://hub.am/1k8sDpM
  16. 16. Using Keywords In Your Blog ● Post URL ● Post Title ● Meta Description ● Image “alt” tag ● H1 tag (subheader)
  17. 17. Using Keywords Cont... ● First paragraph ● Keyword variations throughout the post body ● Anchor text of links pointing to the post
  18. 18. Promotion If You Build It They Might Not Come
  19. 19. Promoting your blog ● Determine Channels ● Create a distribution plan ● Build relationships with influencers ● Find guest blogging opportunities
  20. 20. 3 critical items Blogging Must-Haves
  21. 21. 1. Clever Titles Weally Weally Work
  22. 22. 2. Eye Catching Images
  23. 23. 3. Include a Call-To-Action
  24. 24. Call-To-Action examples
  25. 25. Writing Titles That Get Noticed
  26. 26. Experimentation Is Key
  27. 27. Types Of Titles Normal - Ways to make tea drinking more delightful Question - What are ways to make tea drinking more delightful? How-to - How to make tea drinking more delightful? Number - 30 ways to make tea drinking more delightful Reader-addressing - Ways YOU need to make tea drinking more delightful source: http://www.quicksprout.com/2014/04/02/latest-trends-in-headline-creation-and-their-success
  28. 28. Marketer’s Title The Ultimate Content Marketer’s Guide To Writing Blog Titles That Don’t Suck!
  29. 29. Rule Breaking Title You Might Have Thought You Knew How To Write Titles Before, But The Results Of Our Research Are Going To Blow Your Socks Off! Breaking rules isn’t always a bad thing! (but best practice says 70 characters or less)
  30. 30. The Point Is Experimentation Is Key
  31. 31. Let’s Look At Some Studies
  32. 32. source: https://blogpros.com/blog/2014/05/makes-perfect-blog-post-infographic
  33. 33. Here’s What Works Graphic language: “Google kills feature” vs. “Google shuts down feature” Use the negative form: “Without” vs. “With” Go big with #s: “50 ways…” vs. “5 ways…” A promise to teach: “The Beginners Guide…” or “DIY…” or “Step-by-Step…” Piggyback brand names and topics: name drop Twitter, Facebook, others source: http://www.startupmoon.com/the-dark-science-of-naming-your-post-based-on-studying-100-blogs/
  34. 34. A HubSpot A/B Test Demonstrated Pose a question Use broader topics Unique adjectives “you-focused” titles Exclusive info State your offer at the front of your title Begin with a # Unique description of your content Fun toneEmphasize the content Make it clear source: http://blog.hubspot.com/marketing/how-to-attract-more-clicks-blog-posts-title-tests-list
  35. 35. Using The Right Tools (and make your life easier)
  36. 36. My Favorites! Title & Content Topic Generator Tools Portent’s Content Title Generator Tweak Your Biz Title Generator Link Bait Title Generator Ubersuggest
  37. 37. Takeaways ● Experiment with different types of titles ● Pay attention to best practices from studies ● Use title tools to help get you started
  38. 38. Ideal Length & Frequency
  39. 39. What is your opinion?
  40. 40. It’s About…
  41. 41. Think About These Things ● Why are you blogging? ● What value do you want to provide to your reader? ● What are YOU looking to gain? The goal of your blogging should dictate everything else
  42. 42. Different Goals In My Writing ● To educate ● To entertain ● To provoke ● To stimulate ● To rank Each goal has an ideal length and frequency!
  43. 43. Let’s Look At A Few Studies
  44. 44. Longer Is Usually Better
  45. 45. source: http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/
  46. 46. source: https://blogpros.com/blog/2014/05/makes-perfect-blog-post-infographic
  47. 47. source: http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/?hvid=41eiUq
  48. 48. The Data Says 1000+ … 2000+ … 3000+
  49. 49. Longer Is Usually Better (We recommend shooting for 1500 words)
  50. 50. A Smart Person Said [The study] is a perfect example of high quality content rising to the top. Now, it doesn’t always take thousands of words to create value for your readers, but that’s the case more often than not. source: commenter on http://www.quicksprout.com/2014/03/31/how-long-should-each-blog-post-be-a-data-driven-answer/
  51. 51. How Often Should You Post?
  52. 52. Just like it does with length, frequency depends...
  53. 53. Depends On… ● Why are you blogging? ● What value do you want to provide to someone? ● What are you looking to gain? The goal of your blogging should dictate everything else
  54. 54. No One Size Fits All Find what works for you, and stick to it!
  55. 55. Takeaways ● Goals and value first ● Longer articles usually perform better ● 1500 words if you must ● Post when you can regularly share value
  56. 56. Content Campaign Essentials
  57. 57. Tactic 1: Create a Campaign 1. Blogging 2. Premium offer 3. Calls-To-Action buttons 4. Landing page 5. Segmented leads 6. Drip emails
  58. 58. Tactic 1: Create a Campaign Premium Offer Action button
  59. 59. Tactic 1: Create a Campaign
  60. 60. Tactic 2: Measure & Improve
  61. 61. What Blog Measurements? exercise…
  62. 62. Measure Blog Activity: 1. Top-viewed 2. Conversions 3. Shares, Comments 4. Attracted links Tactic 2: Measure & Improve
  63. 63. What To Do Next? To access presentation deck: 98togo.com/resources ROAM help hours: Monday June 9 at 11am Tuesday June 17 at 10am *Blogging questions, inbound marketing help, what the heck is HubSpot?? Ready to explore a content strategy, grab Ron after the session (Ron@98toGo.com)
  64. 64. Take A Leap And Start Blogging It can be exhilarating!

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