Hackerting - how to manage an awesome startup blog

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This presentation is for startups that want to manage and run an awesome blog. Learn how to put together an great blog objective, editorial calendar and content schedule based on your audience.

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Hackerting - how to manage an awesome startup blog

  1. 1. Hackerting sharing series http://blog.hackerting.com Managing a great startup blog May 2012© Copyright 2012 Hackerting Page 1
  2. 2. Who is this presentation for?• Founders of early-stage technology companies• First marketing / business hires at a startup• Marketing hackers (engineers who like marketing) eCommerce SaaS & cloud apps Mobile apps © Copyright 2012 Hackerting Page 2
  3. 3. What is this presentation’s objective?• Share strategies to manage an awesome blog• Provide an outline for a blogging strategy• Share some examples of successful blogs © Copyright 2012 Hackerting Page 3
  4. 4. 3 first steps to an awesome blog• Understand your audience• Define your blog’s objective• Create a blog editorial calendar Write often © Copyright 2012 Hackerting Page 4
  5. 5. Blog Audience© Copyright 2012 Hackerting Page 5
  6. 6. 2 Questions you need to answer about your audience• What kind of information are they looking for? – This will drive your content strategy – are they looking for tips & tricks? Survey data? Market research data? Industry benchmarks?• How do they consume information? – Do they tend to mostly consume info on-the-go (mobile) – short posts? – Are they more visual and video inclined (use Youtube videos & Infographics instead of blog posts) © Copyright 2012 Hackerting Page 6
  7. 7. Audience: things you need to consider• B2B audience – Industry, company size, title of buyer & location• B2C audience – Demographics (age, gender) & content consumption patterns (mobile, time-of-day) © Copyright 2012 Hackerting Page 7
  8. 8. Blog Objective© Copyright 2012 Hackerting Page 8
  9. 9. Blog Objective Examples• Increase awareness among customers• Be an industry thought leader• Use blog as a customer acquisition strategy• Customer education via blogFind 21 other objectives at http://blog.hackerting.com/post/23151983269/list-of-21-blogging-objectives-and-how-to-measure-t © Copyright 2012 Hackerting Page 9
  10. 10. Great startup blog examples• Customer education – Hubspot (http://blog.hubspot.com/)• Tips, tricks & stats for users – Mint (https://www.mint.com/blog/)• Industry thought leader – Kissmetrics (http://blog.kissmetrics.com/) © Copyright 2012 Hackerting Page 10
  11. 11. Editorial Calendar© Copyright 2012 Hackerting Page 11
  12. 12. What is an editorial calendar? An outline of the content that’s important to your audience organized by categories & driven by a schedule© Copyright 2012 Hackerting Page 12
  13. 13. Editorial calendar is driven by audience and your blog objectiveCategories Schedule Outline © Copyright 2012 Hackerting Page 13
  14. 14. Complete as much of an outline as possible© Copyright 2012 Hackerting Page 14
  15. 15. How does one come up with a list of topic outlines?• List of questions your audience asks• List of interesting topics for your audience• Surveys & market research data summarized• Analysis of industry events & news (very useful for B2B)• Customer stories – how are users using your product / service © Copyright 2012 Hackerting Page 15
  16. 16. Write often© Copyright 2012 Hackerting Page 16
  17. 17. Write oftenThe key to a successful & popular blog is consistency and discipline – post often© Copyright 2012 Hackerting Page 17

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