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Business Blogging 101 
by Erin Gagnon 
Account Manager & Director of Strategy 
the Bradford Group
Agenda 
• Why Blog? 
• Content 
- The basics 
- Headlines 
- Visuals 
• Keywords 
• Optimize 
• Promote
Why Blog? 
• Blogging helps you attract new 
visitors to your website and 
convert those visitors into leads 
• Companies ...
Why Blog? 
• 8 out of 10 people identify themselves as blog 
readers 
• Blogs give websites 434% more indexed pages and 
9...
Content – the Basics 
• Use an editorial calendar to organize contributors, deadlines 
and post topics 
- Your blog posts ...
Content – the Basics 
• Write like you talk 
• Don’t plagiarize 
• Edit x2 
• Use calls-to-action 
• Use bullets and numbe...
Content – Headlines 
• The only part of a blog post your reader is guaranteed to see is the 
headline 
• Give your readers...
Content – 
Headlines
Content – Visuals 
• Include a relevant image (picture, screenshot, embedded video or slideshow) with 
every post 
• Pay a...
Keywords 
• Focus on long-tail keywords instead of broad keywords 
- Specific to your firm 
- Lower search volume 
- Less ...
Optimize for Search Engines 
• Focus on 1 or 2 keywords for each post (long-tail keywords) 
- Headline 
- First/second sen...
Promote Through Social Media 
• Share your post on all your company and personal social channels 
• Email posts directly t...
Thank You!
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The Bradford Group Business Blogging 101

Back in July, we had a client that was looking to get into business blogging, and asked the Bradford Group to lead a lunch-n-learn that covered the basics of BtoB blogs. We covered a lot of important stuff in that presentation that I thought would be useful to share here.

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The Bradford Group Business Blogging 101

  1. 1. Business Blogging 101 by Erin Gagnon Account Manager & Director of Strategy the Bradford Group
  2. 2. Agenda • Why Blog? • Content - The basics - Headlines - Visuals • Keywords • Optimize • Promote
  3. 3. Why Blog? • Blogging helps you attract new visitors to your website and convert those visitors into leads • Companies that blog get 55% more website visitors than those who don’t • BtoB companies that blog generate 67% more leads per month than those that don’t
  4. 4. Why Blog? • 8 out of 10 people identify themselves as blog readers • Blogs give websites 434% more indexed pages and 97% more indexed links • 92% of companies that blogged multiple times a day acquired a customer through their blog
  5. 5. Content – the Basics • Use an editorial calendar to organize contributors, deadlines and post topics - Your blog posts should all serve larger company goals • Brainstorm a quarter’s worth of post topics as a team - Answer frequently asked questions – from prospects, networking, etc. - Create lists - How to guides - Pose questions to your social media networks - Focus on negative phrases heard from clients and respond - Create infographics - Create short videos, webinars or SlideShare presentations - Comment on trends or news - Bundle existing content (blog, website page, emails, etc.) - Transform internal presentations into external blogs - Tailor existing content to different target clients or verticals
  6. 6. Content – the Basics • Write like you talk • Don’t plagiarize • Edit x2 • Use calls-to-action • Use bullets and numbered lists - Make your posts easy to scan • Insert links (internal and external) • Blog posts should be as long as they need to be (search engines prioritize longer content)
  7. 7. Content – Headlines • The only part of a blog post your reader is guaranteed to see is the headline • Give your readers an idea of what you will cover without giving too much away - Titles containing 60 characters received the most social shares - Titles that included a single question mark have 46.30% social shares, nearly double that for titles without question marks
  8. 8. Content – Headlines
  9. 9. Content – Visuals • Include a relevant image (picture, screenshot, embedded video or slideshow) with every post • Pay attention to image copyrights - http://photopin.com/ - http://www.freeimages.com/
  10. 10. Keywords • Focus on long-tail keywords instead of broad keywords - Specific to your firm - Lower search volume - Less competition
  11. 11. Optimize for Search Engines • Focus on 1 or 2 keywords for each post (long-tail keywords) - Headline - First/second sentence - Sprinkle a few times in the post body - Meta description - Image alt-tags
  12. 12. Promote Through Social Media • Share your post on all your company and personal social channels • Email posts directly to personal, relevant connections
  13. 13. Thank You!

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Back in July, we had a client that was looking to get into business blogging, and asked the Bradford Group to lead a lunch-n-learn that covered the basics of BtoB blogs. We covered a lot of important stuff in that presentation that I thought would be useful to share here.

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