General assembly blogging for business - final

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  • Suzanne, what ’s your title?
  • I ’ll buy a stock image to flesh out the layout
  • Mistake #1 of blogging = not prioritizing your goals
  • Mistake #1 of blogging = not prioritizing your goals
  • Maybe this is the right place for you to share your engagement map visual? Either here or on a separate slide… Make sure that the connection back to AT&T here is strong.
  • Mistake #1 of blogging = not prioritizing your goals
  • I am going to replace this slide with a better visual, which I will re-do when I ’m on the plane.
  • Mistake #1 of blogging = not prioritizing your goals
  • You flesh out the last few slides with the visuals & examples that you mentioned. Maybe Celebuzz will work here? We could also mention Celebuzz right after slide 19 in reference to B2B partnerships. Let me know what you think. >Celebuzz is B2C, don’t think it fits after slide 19.
  • What’s a message architecture? Hierarchy of communication goals that reflect a common vocab. THE QUALITIES YOU WANT TO CONVEY, not the POINTS YOU WANT TO MAKE
  • What’s a message architecture? Hierarchy of communication goals that reflect a common vocab. THE QUALITIES YOU WANT TO CONVEY, not the POINTS YOU WANT TO MAKE
  • Card sorting Engage in tangible hands on way Encourage debate and conversation Identify points of disagreement Force prioritzation Encourage ownership 7 investment
  • What’s a message architecture? Hierarchy of communication goals that reflect a common vocab. THE QUALITIES YOU WANT TO CONVEY, not the POINTS YOU WANT TO MAKE Attributes are pillars
  • Plan Ahead Look ahead and decide what you want to promote in the upcoming months. Break your subjects down into your weekly post topics. Do this on a quarterly basis when possible, and you’ll have the first step for your posts mapped out ahead of time — the idea.   Marathon content The secret to stress-free content production — is batching. Crank out a month or two of posts, video, or audio. Then sit back and promote posts when you publish them. Keyword worksheet Google keyword tool is not an editorial dictator! Use it as a guide. Search engines reward you for building brands, not for using keywords Good links are important, but good experiences are essential. Marry the keyword research tool data into the editorial calendar by topic, leave a field for SEO and create a general guide for freelancers. Need to build links? Start by building great content
  • Give SEO lots of lead time Incentivize partnerships between SEO and social media in content campaigns Include touchpoints for measurement and reporting Create your own themed features and choose days of the week to run themed content – ie: roundups, week in review, kitchy names to apply to your brand – not news items Create news / trending items and use upcoming films, product releases, books, etc to tie in messages with popular culture to rank higher and create interest – ie: Content Marketing Lessons from “The Lorax” Know how many posts, day parting grid, keywords, writers, topics, etc. tie in with initiatives, newsletter, social. Have distribution plan in motion. Have a schedule for morning and evening posts; pre-package posts and set for live date. Hire writers or a service such as scripted for repurposing content
  • General assembly blogging for business - final

    1. 1. Blogging For business Ritika Puri Chief Story Wrangler, UserGrasp Cultivate Your Brand. Grow Your Reach. Suzanne Baran Chief Strategy Officer, Sticks and Stones Agency
    2. 2. your blog = growth engine. WHAT YOU’LL LEARN 2 Between-the- Lines:-Fails & Wins -Learning Curves -Actionable Tactics. ‣ Know Your Goals ‣ Build Connections ‣ Recruit an Audience ‣ Get Started
    3. 3. Why blog? 3 Teach. Learn. Lead. Connect. ‣ Solve your audience’s problems ‣ Connect through compelling stories ‣ Learn something new ‣ Build human interest & trust Stop Selling Your Turn Blogging + Open Dialogue = Win
    4. 4. Know your goals. BLOGGING FOR BUSINESS
    5. 5. Business Type Software Target Audience Marketers (Small Business to Fortune 500) Goals -Customer Acquisition & Loyalty -Visibility -Social Capital 5Know your goals CRAZY EGG’S STORY Source: Public interviews with Russ Henneberry (former editor) & Kathryn Aragon (current editor); conducted via Ritika Puri; 2012-2013
    6. 6. CRAZY EGG’S STORY Know Your Goals 6 ‣ Produce actionable content ‣ Recruit industry leading contributors ‣ Drive conversions (trial sign-ups) “Traffic growth has been on average 10 to 15 percent month over month, and subscriber growth really picked up at the six month mark.” -Russ Henneberry (Former CrazyEgg Editor), January 2013 Source: Public interviews with Russ Henneberry (former editor) & Kathryn Aragon (current editor); conducted via Ritika Puri; 2012-2013
    7. 7. 7Know Your Goals
    8. 8. Key areas & examples Know Your goals 8 Revenue Brand Assets Networking Influence -Leads -Customers -Retention -Community -Pre-launch audience -Customer Feedback -Social Virality -Partnerships -Introductions -SEO -Branding -Social Presence Sales
    9. 9. Build connections. BLOGGING FOR BUSINESS
    10. 10. Build connections 10 Business Type B2B - Advertising solutions Target Audience -Small to medium business owners -Local and national markets Goals - Education and participation - Create & deliver content via multiple channels - Consistent messaging across all platforms AT&T’S STORY Source: AT&T Small Business Solutions Content Marketing Plan; led by Suzanne Baran; 2012
    11. 11. Build connections 11 AT&T’S STORY Source: AT&T Ad Solutions Market Facts, adsolutions.att.com, 2012; Local Insights Report, corporate.yp.com; 2012 ‣ Many products and services ‣ 12 business verticals ‣ Diverse target customers ‣ Fragmented and limited content ‣ No consolidated strategy ‣ YP and AT&T brand identity crisis
    12. 12. Build connections 12 AT&T’S STORY Source: Content Marketing Plan; led by Suzanne Baran; 2012 ‣ Unite customer needs ‣ Specify topics & types ‣ Alleviate pain points ‣ Define outcome
    13. 13. Build connections 13 AT&T’S STORY Source: http://adsolutions.yp.com, 2013;
    14. 14. Customers  Content Build connections 14 ‣ Solve users’ problems ‣ Communicate human-to-human ‣ Be quality driven ‣ Don’t self-promote Source: Scott Brinker (Ion Interactive) for SearchEngineLand
    15. 15. Content  sales Build connections 15 ‣ Understand user psychology ‣ Build relationships ‣ Sell through storytelling Source: Scott Brinker (Ion Interactive) for SearchEngineLand
    16. 16. Recruit an audience. BLOGGING FOR BUSINESS
    17. 17. Business Type Marketing Agency Target Audience Startup Founders Goals -PR -Exposure -Leads 17Recruit an audience ONBOARDLY’S STORY Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
    18. 18. 18Recruit an audience ONBOARDLY’S STORY Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013 ‣ Growth began at four-month mark ‣ As of January 2013, blog has driven 42,000 unique visits ‣ 10-40% month over month growth for 6 consecutive months “Our blog drives approximately 70% of our overall traffic.” -Renee Warren, Onboardly Co-Founder, June 2013
    19. 19. Recruit an audience 19 ONBOARDLY’S STORY ‣ Guest posts through high-traffic channels ‣ Off-site interviews ‣ Dedication to SEO “Choose 3 core keywords for your blog categories. Then, identify a list of secondary keywords that are slightly less competitive to support your high-level effort.” -Heather Anne Carson, Onboardly Co-Founder, June 2013 Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
    20. 20. Core strategies Recruit an audience 20 Guest Posts Social Promotion Answer Existing Questions Paid Channel Acquisition SEOContent Syndication LinkedIn Groups Quora Communitie s Business Partners Media Channels Active Passive
    21. 21. Get started. BLOGGING FOR BUSINESS
    22. 22. Areas to Tackle Get Started 22 Audience Voice Development Business -Personas -Psychology -Interests -Attitude -Tone -Style -Brand Persona -Budget -Tools -Editorial Calendar -Content Types -SEO -Conversions -Sales -Distribution Sales
    23. 23. Voice, Tone & Messaging Get started 23 Source: Margot Bloomstein: Message Matters, Content Strategy Conference Notes; 2011, Kevan Gilbert, blog,contentgather,com; 2012
    24. 24. Voice, Tone & Messaging Get started 24 Source: Margot Bloomstein: Message Matters, Content Strategy Conference Notes; 2011, Kevan Gilbert, blog,contentgather,com; 2012 “If you don’t know why or what you need to communicate, how will you know if you succeed?” -Margot Bloomstein ‣ Keep it consistent ‣ Infuse personality ‣ Have a two-way conversation
    25. 25. Voice, Tone & Messaging Get started 25 Source: Margot Bloomstein: Message Matters Duo Consulting Confab conference; 2011 Card Sorting Step one: -Who we are -Who we are not -Who we’d like to be
    26. 26. Voice, Tone & Messaging Get started 26 Source: AT&T | YP Content Marketing Plan by Suzanne Baran; 2012
    27. 27. EDITORIAL CALENDAR + SEO Get started 27 Source: Kapost.com; 2013, AT&T | YP Content Marketing Plan by Suzanne Baran; 2012
    28. 28. EDITORIAL CALENDAR & SEO Get started 28 Source: YP Content Marketing Plan by Suzanne Baran; 2012

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