12 Imperative Must Dos for the Serious Blogger
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If you're serious about blogging for business, this is the presentation for you. Filled with real-world examples, data, experiments, and lessons from social media and content strategist Jay Baer, this 12 Imperative Must Dos for the Serious Blogger presentation is from Blogworld Expo 2012.
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12 Imperative Must Dos for the Serious Blogger
- 2. Jay Baer Convince & Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer Sign me at 4:15pm!
- 6. @jaybaer Your blog plays a serious role in your business. You make money from your blog (directly, or indirectly). You want to improve your blogging results and break through to the next level of success.
- 8. @jaybaer ConvinceAndConvert.com Blog began July 1, 2008 4 themes Design by Copyblogger Media/Studiopress Genesis platform 660 posts 75 authors (~500 posts from me) ~50,000 visitors/month
- 9. @jaybaer ConvinceAndConvert.com #1 content marketing blog (Junta42) Top 10 social media blog (Social Media Examiner) Top 20 marketing blog (AdAge)
- 10. @jaybaer Social and Content Accelerators Corporate and Agency Clients Involved in Dozens of Blog and Content Marketing Scenarios Each Week
- 11. @jaybaer Social Blog Sponsorship Revenue Speaking Speaking Engagements Revenue Consulting Revenue Clients
- 12. We’re in This Together Flickr: pitel
- 14. 1
- 15. @jaybaer My Mom Read it First
- 17. @jaybaer Exactly 3 years before I 2008 made my first nickel 2009 2010 Direct Revenue 2011 2012 (proj) $- $20,000 $40,000 $60,000 $80,000
- 18. 2
- 19. @jaybaer Blogging is an information meritocracy Blogging is the most competitive form of communication other than word of mouth For whom are you writing? Better to be the favorite blog of fewer people than to be the “meh” blog of a larger group of people
- 20. @jaybaer
- 21. Key Question: “Because of this blog, <specific audience or persona> will <specific benefit>.”
- 22. @jaybaer Better understand what you’re creating, and for whom Especially useful exercise for group blogs Write 50 headlines of posts you could (and would want to create) Identify the questions you’ve answered and the topical scatter pattern Who needs those answers? That’s your audience
- 23. @jaybaer 1. Digital Marketing for Agencies 2. Email and Social Confluence for Marketers 3. Social Media for Marketing Directors and Owners 4. Social and Content Acceleration for Social Media and Content Managers SocialPros.com
- 24. 3
- 25. @jaybaer
- 26. @jaybaer Don’t value inspiration over perspiration You always have “something to say” Every post has value to your audience, and to your business
- 27. @jaybaer 6,883 7000 6000 5000 4000 2,959 3000 2000 1000 14 25 0 Posts Visits
- 28. @jaybaer Before 2/5/12: 3 posts per week, 2 (or 3) by me After 2/5/12: 4 posts per week, 1 by me Guest post Staff post Podcast transcript
- 29. 4
- 30. @jaybaer Move beyond the word Interviews Videos Podcasts Presentations Surveys Publish at least one non-standard post each week
- 37. 5
- 39. @jaybaer Give away knowledge snacks to sell information meals How far will you open the kimono?
- 42. Quote to Remember: “Giving someone a list of ingredients doesn’t make them a chef.”
- 43. 6
- 44. @jaybaer Something special you can put in your editorial calendar every week Your ONE Thing Makes content planning much easier
- 48. 7
- 49. @jaybaer Unless you’re selling ads, traffic has very little inherent value It’s about behavior, not page views Your blog must have an overall Call-to-Action and each post should have one too
- 50. @jaybaer
- 51. Key Question: “After visiting this blog, I want readers to do <action>. Second best is <action>. At a minimum, <action>.”
- 52. 8
- 53. @jaybaer Community drives repeat visits and sharing behaviors “The difference between an audience and a community is the direction the chairs are facing.” -- Chris Brogan
- 54. @jaybaer Welcome Facilitate Answer ConversationAgent.com Connect Thank
- 55. @jaybaer
- 56. @jaybaer Your community isn’t your validation, you are (and the numbers are) You want community, but you don’t need it Blog comments are not a business model – nor even a particularly sound metric
- 57. 9
- 58. @jaybaer
- 59. @jaybaer 4 Years Blogging. New Visitor % is still 70%.
- 60. @jaybaer Home page is landing page for 14% of visits.
- 62. Key Question: “What search term will people use to find this post in Google, realistically?”
- 63. 10
- 64. @jaybaer What is your REAL goal? Your REAL goal is something that sustains you Blog comments isn’t a real goal Blog traffic isn’t a real goal Retweets isn’t a real goal Each of these is a link in the chain toward your real goal (maybe)
- 65. @jaybaer Number that count up from zero are usually inferior to ratios and percentages Set up Goals, Funnels, and Events tracking in Google Analytics to measure behaviors that drive sustainability and financial meaning Even if you don’t sell online, there are behaviors that matter to your business
- 66. @jaybaer % visits to newsletter page, and conversions (subscriptions)
- 67. @jaybaer % visits to podcast page
- 68. @jaybaer % visits to speaking page
- 69. @jaybaer % visits to consulting pages
- 70. @jaybaer After looking at top-level goal completions and ratios, examine where those conversions are coming from Search? Which keywords? Which posts? Social? Which venues? Which tweets/updates? Use Google’s new Assisted Conversions to credit appropriately
- 71. 11
- 72. @jaybaer
- 73. @jaybaer Slideshare!! (connect to Linkedin, too) Scribd Comments on other blogs (huge, especially at first) YouTube Pinterest Instagram Podcasts Etc. etc.
- 74. Quote to Remember: “Think small. You need to be a digital dandelion.”
- 75. 12
- 76. @jaybaer Do More Icons = More Shares? Scrolling or non-scrolling? Do you support the new kids on the block? Pinterest Buffer Industry-specific sharing buttons?
- 77. @jaybaer Build a well of good will Shine the light on others, and the light will shine back on you It’s not quid pro quo, but if you want your content to be shared, be a great sharer Share down, not just up
- 78. @jaybaer It matters. A lot. Lists still work Unexpected words Incorporate keywords
- 79. Download these slides: slideshare.net/jaybaer Convince & Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer
- 80. Jay Baer Convince & Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer Sign me at 4:15pm!
Editor's Notes
- Everything rides on content. Without it, the program is nearly non-existent, invisible.Content is fuel for the marketing engine.
- Match what the audience wants with what your business has to offer
- Match what the audience wants with what your business has to offer