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Keys to Successful Corporate Blogging


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Keys to Successful Corporate Blogging

  1. 1. If you build it, they will come...not quite. Keys to successful corporate blogging<br />Ethan Yarbrough<br />Allyis<br />
  2. 2. Ethan Yarbrough<br />President<br />Allyis, Inc<br />twitter: @ethany<br />blog:<br />Email:<br />What We Do<br /><ul><li>Collaboration
  3. 3. Knowledge Management
  4. 4. Business Process
  5. 5. Business Insights</li></ul>twitter: @allyis<br /><br />
  6. 6. To Blog or Not to Blog<br />That is the question?<br />Why blog?<br />How did I get started?<br />Struggles and pitfalls?<br />Is it worth it?<br />….those are also the questions.<br />
  7. 7. Once Upon a Time…<br />$15,000<br />
  8. 8. Once Upon a Time…Part 2<br />
  9. 9. Still Upon a Time<br />3 minute interview:<br />$11,956<br />$3,985.33 per minute<br />
  10. 10. Get Framed<br />
  11. 11. What is the ROI?<br />My ROI may not be your ROI <br /><ul><li>Know what you’re trying to achieve
  12. 12. Know the right measurement for your kind of business</li></ul> - Measure difference in awareness<br /> - Measure engagement<br /> - Measure savings<br />
  13. 13. 5 Steps of the Buying Process<br />Step One - Need/Want RecognitionDeciding there is, in fact, a need or a want to be filled.<br /> <br />Step Two - Information SearchTrying to determine what's available.<br /> <br />Step Three - EvaluationEliminating products/services/companies and deciding who's best. <br /> <br />Step Four - PurchaseActually buying your product/service.<br /> <br />Step Five – Post Sales SupportNow that you own it, do you need help using it, troubleshooting problems, etc.<br />
  14. 14. Let’s Talk About SEO<br />This is where you get your ROI:<br />Successful SEO comes from successful<br /><ul><li>Content Creation Strategy
  15. 15. Link Building Strategy</li></ul>Not either/or, but in combination.<br />
  16. 16.
  17. 17. Content Creation:You have no captives…<br />Content: <br />How long? How often? What?<br />You have to deliver value.<br />Give if you want to get.<br />They’ll stay if there’s something in it for them.<br />Comments:<br /><ul><li>Make comments on other blogs
  18. 18. Acknowledge every comment on your blog</li></li></ul><li>Content Creation:Be somebody<br />The Air Traffic Controller<br />The Professor<br />The Reporter<br />The Wonderer<br />
  19. 19. Link Building<br />“Inbound links are 75% of the SEO equation” – HubSpot<br /><ul><li>Every inbound link is a vote of confidence – and the search engines notice
  20. 20. Use keywords intelligently and liberally
  21. 21. Internal links count (and don’t forget to link to yourself)
  22. 22. Create content that is WORTH SHARING – people have to want to link to you</li></li></ul><li>Remember:<br />Most people won’t be superstars.<br /><ul><li>KNOW YOUR PURPOSE
  23. 23. BE HELPFUL
  25. 25. YOU OWN IT!</li></ul>A small engaged audience is better than a huge disengaged audience.<br />
  26. 26. If You Build It, They Will Come?<br />In “Field of Dreams” those people had a need to come, they came because the field fulfilled something for them. <br />What are you fulfilling? <br />
  27. 27. Thank You<br />Now what else you wanna know?<br />Where you can find me:<br /><ul><li>Blog:
  28. 28. Twitter: @ethany</li>