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Blogging for Business - How a Blog Makes Your Phone Ring

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Panel discussion on business blogging by Martha Spelman - Marketing Musings Blog, Jeff Gotro CMC - Polymer Innovation Blog, Jennifer Beever CMC - B2B Marketing Traction Blog. Takeaways include what technology to use for your blog, how much time it will take, what to write about, how to promote your blog, whether or not to create a separate URL or domain for the blog or include it in your website. Sponsored by the Institute of Management Consultants.

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Blogging for Business - How a Blog Makes Your Phone Ring

  1. 1. Blogging For Business Bill Swanson – [Moderator] – CEO Decisions Jeff Gotro – Polymer Innovations Blog Jennifer Beever – B2B Marketing Traction Martha Spelman – Marketing Musings Blog
  2. 2. Consistent branding with my website • Turn 8 blog posts into a White Paper • Free give-away to build your listB l o g g i n g Fo r B u s i n e s s 1
  3. 3. B l o5/8/2012g Fo r B u s i n e s s ggin 2
  4. 4. • Catchy title • Keyword rich • Ask a question • Reinforce with image • Use bold to highlightB l o5/8/2012g Fo r B u s i n e s s ggin 3
  5. 5. Benefits 1. Get more business 2. Enhance your reputation as a subject matter expert 3. Provides value to readers and establish your brand 4. Get traffic (about 800 visitors/ month) 5. Build a list 6. Links to websites – InnoCentrix – PolymerWebinars.comB l o g g i n g Fo r B u s i n e s s 4
  6. 6. B l o g g i n g Fo r B u s i n e s s 5
  7. 7. B2B Marketing Traction Blog 168 169 Top March 904 Landing 2009 Pages 1→3 2 100s →1000s 4 27B l o g g i n g Fo r B u s i n e s s 6
  8. 8. Blog Strategy Find your voice 3 Find a style and tone that fits both Friday your marketing persona and your Marketing audience Soapbox Find your “pace” Have fun with your blog, be 2 Wednesday Strategy 1 engaging and stimulating Monday How-To’sB l o g g i n g Fo r B u s i n e s s 7
  9. 9. B l o g g i n g Fo r B u s i n e s s 8
  10. 10. Key Things to Leverage (accessible-eu.org)B l o g g i n g Fo r B u s i n e s s 9
  11. 11. Building the Blog  Keep it Simple  Structure  Visuals  Skimmable  ShareableB l o g g i n g Fo r B u s i n e s s
  12. 12. Search Engine Optimization (SEO)  Keywords  Anchor Text (Links)  Alt Text (Images)  Tags  Excerpts  VideoB l o g g i n g Fo r B u s i n e s s
  13. 13. Guest Blogging “Get Your Feet Wet”  Research Influential Blogs  Optimize Your Posts  Expand Your Reach  Build Your Audience  Repurpose Existing ContentB l o g g i n g Fo r B u s i n e s s
  14. 14. Marketing Musings BlogB l o g g i n g Fo r B u s i n e s s
  15. 15. Results  Content > Google Search > Pitch  Google Places > Client  Blog > Referral > Client  Newsletter > Subscription WebsiteB l o g g i n g Fo r B u s i n e s s
  16. 16. Bill Swanson, President CEO Decisions www.CEOdecisions.com EM: bill@CEOdecisions.com Jeff Gotro, Innocentrix www.innocentrix.com Blog: PolymerInnovationBlog.com EM: jgotro@innocentrix.com LinkedIn: http://www.linkedin.com/in/jeffgotro Jennifer Beever, New Incite www.newincite.com Blog: http://www.newincite.com/blog/ EM: jenb@newincite.com Martha Spelman, Marketing Consultant www.marthaspelman.com Blog: http://www.marthaspelman.com/blog-2/ EM: martha@marthaspelman.comB l o5/8/2012g Fo r B u s i n e s s ggin 15

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