Blogging for Business Spring 2014

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The "Why" "What" Where" of blogging for business. Originally presented at Pacific New Media, University of Hawaii on 3/12/14. #Blog4BizHI

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Blogging for Business Spring 2014

  1. 1. Welcome to Blogging For Business with Tara Coomans @taracoomans Chief Brainstormer, Akamai Marketing Social Media Club Hawaii (SMCHI) #Blog4BizHi why what how where !
  2. 2. Blogging Dictionary Hosted: Generally free. Doesn’t require you to have your own domain or pay for hosting. Semi- customized domain. Self-Hosted: You own the domain, pay for hosting. Completely customized domain. Fees vary. CMS: Content Management System. Can be used for more than just blogging. Full control of content without knowing complex HTML. RSS: Really Simple Syndication-subscription via RSS readers.
  3. 3. 3 Steps to Blogging • Install • Create content • Share content
  4. 4. What's The Difference Between a Blog and a Website? A blog can be a website, but a website isn’t necessarily a blog
  5. 5. • Most blogs require little or no programming knowledge • Themes are readily available, many for free • Posting is generally possible through email, text or web-based interface Blogging is technically
  6. 6. WHY? Blogging Myths It’s easy to get rich blogging There are too many blogs already We have nothing to say If we don’t have millions of readers, its a waste of time
  7. 7. Blogging Stats To Remember 55% of Small Businesses Have A Blog 34%of Fortune 500 Companies Have a Blog Blogs are the 3rdMost Popular Online Source 86% of Influencers Have a Blog
  8. 8. The Legal Landscape • FCC on Sponsored Blogs • Where Are Images Born? (Hint: Not Google).
  9. 9. Free Image Sources • Creative Commons • Getty Images Embeds
  10. 10. WHY?
  11. 11. Small Companies Stand to Benefit the Most 48% more web traffic data: Hubspot Marketing Benchmarking Report 2012 2.5X more leads 5X more traffic Companies who blog have more webpages
  12. 12. Authority Building = Increased Trust
  13. 13. Authority Building = Increased Trust
  14. 14. Authority Building = Increased Trust
  15. 15. Authority Building = Increased Trust
  16. 16. Google Authorship
  17. 17. Guest Blogging in 2014 Do It: ! Build Authority Don’t Do It: ! Link Bait
  18. 18. Tell Your Story Tell YOUR Story! (Don’t wait for someone else to tell it)
  19. 19. Tell Your Story
  20. 20. Tell Your Story
  21. 21. Message Control •Important Messaging •Messaging that needs repeating or reference •Company position or stance on issues/ topics •Quick & Easy •Direct to Consumer
  22. 22. Message Control •Important Messaging •Messaging that needs repeating or reference •Company position or stance on issues/ topics •Quick & Easy •Direct to Consumer
  23. 23. Message Control •Important Messaging •Messaging that needs repeating or reference •Company position or stance on issues/ topics •Quick & Easy •Direct to Consumer
  24. 24. Message Control •Important Messaging •Messaging that needs repeating or reference •Company position or stance on issues/ topics •Quick & Easy •Direct to Consumer
  25. 25. Customer Service or Community
  26. 26. Customer Service or Community
  27. 27. Create/Support Community Invite Comments Highlight readers Enable, Empower Participation Invite Reader Content Be THE Resource Polls, Quizzes, Etc.
  28. 28. Sales, Anyone? “I used to see my company as a pool company. Toda I see my company as a content marketing company [We] provide more valuable, helpful, remarkable content to than anyone else in my field.” Inbound Marketing Your blog is a 24/7 lead system. Seriously. Think like your readers. It’s OK to mix up content Free downloads = email list. How are you helping? Nuture the Relationship Email. Social.
  29. 29. Keyword Considerations
  30. 30. Content that Matches the Buying
  31. 31. Companies that increase blogging from 3-5X per month to 6-8X per month almost double their leads data: Hubspot Marketing Benchmarking Report 2012
  32. 32. Increase Digital Footprint & SEO Link to own posts Use Keywords in Titles & Blog Fresh Content Participate in other Blogs Use Photos, Videos & Name with Keywords Social Media
  33. 33. Humanize the Brand Give writers handle, voice, personality Let the critics talk, be patient with negative feedback Minimize the “corporate speak” Set expectations Business As People? ! People Trust People. ! People Trust Businesses “A Great Deal” 17% of the Time* !
  34. 34. Humanize the Brand Give writers handle, voice, personality Let the critics talk, be patient with negative feedback Minimize the “corporate speak” Set expectations
  35. 35. Humanize the Brand Give writers handle, voice, personality Let the critics talk, be patient with negative feedback Minimize the “corporate speak” Set expectations
  36. 36. Takeaway • Decide your “WHY” First • Consider Audience Wants & Needs • Provide Value • Speak to “people” #Blog4BizHi
  37. 37. HOW? I know you said its easy....but........
  38. 38. Wait! I HATE Writing!
  39. 39. 5 Tips To Get Started Find Your “Time Zone” ! ! When Do You Do Your Best Writing?
  40. 40. Divide and Conquer ! ! Do What You Do Best First
  41. 41. Get Inspired. ! ! Check Social Media Ask Customers For Ideas.
  42. 42. Don’t Stat Obsess. Yet. ! ! Build Your Audience. Then. Check Stats. Once a Week. Or. Once a Month.
  43. 43. Two Words: ! ! Editorial Calendar.
  44. 44. Developing Content Date Holiday/ Events Topic Day Keywords Call to Action Content Type 3/26/2012 Empanada Day Chicken & Raisin Empanada Mon Recipe, Cooking, Easy to Cook Download Cookbook Blog Entry +Photo 3/27/2012 Easter Chile Pork & Manchego Empanada Tues Easter, Recipe, Family Dinner, How-to-Video Email Signup Video
  45. 45. Remember: Titles Matter • Keyword Placement • Create Benefit, Curiosity, Reward • Make It Personal
  46. 46. Takeaway • Find What Works for You & Audience • Get Back on The Horse • Don’t Over Complicate • Have FUN
  47. 47. WHERE?
  48. 48. Popular Blog Platforms • Blogger • Tumblr • WordPress • Moveable Type • Typepad
  49. 49. Tumblr • Hosted • Customizable HTML • Community4 • Built in community • Google Analytics for Self Hosted https://www.tumblr.com/
  50. 50. Tumblr • Hosted • Customizable HTML • Community4 • Built in community • Google Analytics for Self Hosted https://www.tumblr.com/
  51. 51. TypePad • Hosted • Customizable Design • Customer Service • Starting at $8.95/ month • Google Analytics www.typepad.com/
  52. 52. TypePad • Hosted • Customizable Design • Customer Service • Starting at $8.95/ month • Google Analytics www.typepad.com/
  53. 53. TypePad • Hosted • Customizable Design • Customer Service • Starting at $8.95/ month • Google Analytics www.typepad.com/
  54. 54. Moveable Type • Price based on users starting at $595 • Active developer community • Super scaleable www.moveabletype.com
  55. 55. Moveable Type • Price based on users starting at $595 • Active developer community • Super scaleable www.moveabletype.com
  56. 56. Moveable Type • Price based on users starting at $595 • Active developer community • Super scaleable www.moveabletype.com
  57. 57. Blogger • Hosted • Self Hosted • Google’s blogging platform http://www.blogger.com
  58. 58. WordPress Wordpress.comWordpress.org Features • Self Hosted! • Full Control ! • Plugins ! Features • Hosted! • Free! Developer Community! Common! Stable ! Can be used as a Website Also
  59. 59. Wordpress.com • Hosted • 100’s of templates • Stable server • Great community
  60. 60. Wordpress.com • Hosted • 100’s of templates • Stable server • Great community
  61. 61. Wordpress.org •Self Hosted •Flexible •Developer Community •Help Community •1,000‘s Inexpensive or Free Templates •SEO ready •Plugins •Widgets
  62. 62. Wordpress.org •Flexible •Developer Community •Help Community •1,000‘s Inexpensive or Free Templates •SEO ready •Plugins •Widgets
  63. 63. Wordpress.org •Flexible •Developer Community •Help Community •1,000‘s Inexpensive or Free Templates •SEO ready •Plugins •Widgets
  64. 64. Takeaway • Choose platform based on needs, audience, topic • Think carefully about depending on free platforms • Consider costs and benefits to hosted/ self hosted blogs • Consider content type #Blog4BizHi
  65. 65. WHAT? the heck am I going to do with a blog?
  66. 66. Content Strategy • Why • Who • What • How & When
  67. 67. Content Challenges
  68. 68. Content Ideas • “How To’s” • Trends, Issues, Events • Company News • Entertainment • Case Studies • Solve a Problem • Make a Prediction • Give Opinion • Be a Cheerleader • Reviews
  69. 69. Story Telling LustAnticipation of pleasure Mystique Unanswered Questions Alarm Threat of Immediate Consequence Prestige Symbols of Rank & Respect Power Command Over Others Vice Rebellion Against Rules Trust Certainty & Reliability 7 Triggers of Fascination by Sally Hogshead
  70. 70. Keywords 2-4% Keywords Titles, Photos Keep focused
  71. 71. Google Keyword Tool
  72. 72. AWARENESS! Blog Posts, Press Releases, Testimonials, Ads INTEREST! Case Studies, Infographics, Promotions, Visual Persuasions LEARN! Blog Posts, E-Book, Webinar SHOP! Testimonials, Case Studies, Social Feedback, Price Comparison BUY!
  73. 73. Google Analytics • Visits • Unique Visitors • Page Views/Pages per Visit • Bounce Rate • Sources • Average Time on Page
  74. 74. Why Content Matters Case Study ]
  75. 75. Why Content Matters 1,000% traffic growth (50,000 unique visits) ! 80% from organic search ! almost no comments ! calls to action
  76. 76. Goal Setting for Content ! • Generating 100 new mentions of our product online • Receiving more than 1000 views of our video on cross platforms • Number of shares in social media • Getting 100 subscribers to our RSS feed
  77. 77. • Be strategic in content development • Plan, plan, plan • Keyword inclusion (2-4%) • Source content appropriate to audience • Tell a story. Be fascinating. Takeaway #Blog4BizHi
  78. 78. Build it. Share it. • Social Media • Link Shorteners • RSS Feeds • Incorporate into Email Marketing • Social Book Marking
  79. 79. Social Media Resist the urge to over self promote Provide value Support others Don’t over automate Choose platforms that suit your topic Engage. Not promote.
  80. 80. RSS Feeds “Really Simple Syndication” Email or Reader Subscriber Data Helps Build Email List
  81. 81. Visit & Comment on other blogs Respond to your comments Conversation may not always happen on your blog Blogging is Not A Spectator Sport Find your voice
  82. 82. Want More? For Further Reading: • Content Rules by 
 CC Chapman & Ann Handley • ProBlogger.com • Akamai-Marketing.com Blogs WordPress.org • WordPress.com • Blogger.com/ • Tumblr.com/ #Blog4BizHI

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