Turning
Connections
into Content
Stephanie Sammons
@stephsammons
Wired Advisor

Blane Warrene
@blano
RegEd

How guest blog...
Why Blogging Matters
Establish your identity online

Define your
digital hub
Educate
Advocacy

Build a well of expertise

...
From Noise to Strategy
Your expertise

Your
connections

Curation of content

Successful
blog
The Sectors of Social
The Digital Hub

Comments
Social
Profiles

Blog
RSS
Search is Social

49% local searches
without business in
mind
61% smartphone
users use apps to
find places on the go
76% o...
Getting Started
 Your Editorial Calendar
 Guest Blog vs Link Farm
 Institutional Examples:
– Financial-Planning.com
– B...
Goal 1:
What You Seek
to Accomplish
- Communicate to
customers
- Recruit prospective
customers
- Establish credibility
& v...
Goal 2:
Identity & Voice
Your culture
& connections
How to set guidelines
Balancing commercial
with education
Goal 3:
Content Plan
Comment/Response
Integration
- events
- speeches & presentations

Content & Workflow
Goal 4:
Curation
- social properties
- relationships &
sharing
- copyright
Process & Tools
Best Practices w/ Guest
Bloggers
 Bios and Profile Descriptions
 Links (URLs)
 Professional Photos & Logos
 Address an...
Decisions…
 DIY or Outsource
 Tracking analytics
 Comments tools
 Managing content
 Using social “handles”

14
Social Integration

Website

Blog
Social
Profiles

Feedback

RSS

Analytics
Email is Social
 Email Marketing Platforms
 Opt In list
 Customize Sign up, Confirmation, Thank You
& Unsubscribe forms...
Why have an editorial calendar?

Consistency
between platforms

Monitor what
works and doesn’t
work

Helps guest
contribut...
Establishing Patterns and
Deadlines





Establish deadlines & publishing days
Themes
Holidays/Current Events
Mediums
...
Tactics
Relationships in Your Brand
Web - Blog - Email – Social

Presentations - Speeches - Events
Ads - Collateral - Pres...
What’s Next
 Monitoring successful blogs with guests
 Editorial calendar
 Google Search Trends
 Google Author Informat...
"Realize that the social media success
equation isn't big moves on the chess
board, it's little moves made
every day that ...
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BrightTalk Webast - The Power of Guest Blogging w/ Stephanie Sammons and Blane Warrene

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I am joined by financial services blogging expert Stephanie Sammons, of Wired Advisor, to discuss the power and advantages of developing guest blogging in your overall content marketing programs.

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BrightTalk Webast - The Power of Guest Blogging w/ Stephanie Sammons and Blane Warrene

  1. 1. Turning Connections into Content Stephanie Sammons @stephsammons Wired Advisor Blane Warrene @blano RegEd How guest blogging fits into a social media strategy
  2. 2. Why Blogging Matters Establish your identity online Define your digital hub Educate Advocacy Build a well of expertise Drive the narrative Thought Leadership Cultivate connections and fans Articles Audio Video
  3. 3. From Noise to Strategy Your expertise Your connections Curation of content Successful blog
  4. 4. The Sectors of Social
  5. 5. The Digital Hub Comments Social Profiles Blog RSS
  6. 6. Search is Social 49% local searches without business in mind 61% smartphone users use apps to find places on the go 76% of those users also use at least one social platform Google integrates your connections and social into results
  7. 7. Getting Started  Your Editorial Calendar  Guest Blog vs Link Farm  Institutional Examples: – Financial-Planning.com – ByAllAccounts.com/Blog  Recruiting Connections  Promoting & Measuring
  8. 8. Goal 1: What You Seek to Accomplish - Communicate to customers - Recruit prospective customers - Establish credibility & visibility
  9. 9. Goal 2: Identity & Voice Your culture & connections How to set guidelines Balancing commercial with education
  10. 10. Goal 3: Content Plan Comment/Response Integration - events - speeches & presentations Content & Workflow
  11. 11. Goal 4: Curation - social properties - relationships & sharing - copyright
  12. 12. Process & Tools
  13. 13. Best Practices w/ Guest Bloggers  Bios and Profile Descriptions  Links (URLs)  Professional Photos & Logos  Address and Phone  Email or Contact Options  Branding Opportunity 13
  14. 14. Decisions…  DIY or Outsource  Tracking analytics  Comments tools  Managing content  Using social “handles” 14
  15. 15. Social Integration Website Blog Social Profiles Feedback RSS Analytics
  16. 16. Email is Social  Email Marketing Platforms  Opt In list  Customize Sign up, Confirmation, Thank You & Unsubscribe forms  Use Social Sharing tools  Use an archive of previous e-newsletters  Titles, Subject Lines, Links, Copyright 16
  17. 17. Why have an editorial calendar? Consistency between platforms Monitor what works and doesn’t work Helps guest contributors and your team Time Saver Plan with holidays, company events and cultural occasions
  18. 18. Establishing Patterns and Deadlines     Establish deadlines & publishing days Themes Holidays/Current Events Mediums  How To  Audio & Video  Case Studies and Presentations  Talking Points  How will I measure success?
  19. 19. Tactics Relationships in Your Brand Web - Blog - Email – Social Presentations - Speeches - Events Ads - Collateral - Press
  20. 20. What’s Next  Monitoring successful blogs with guests  Editorial calendar  Google Search Trends  Google Author Information  Other Mediums – Audio, Video, Visual
  21. 21. "Realize that the social media success equation isn't big moves on the chess board, it's little moves made every day that eventually add up to a major shift." -Jay Baer

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