Blue Ash
New Year

A LOOK @
BUSINESS
ASSOCIATION
BLOGS

2014

Understanding How
They Can be Effective &
Drive Business Goa...
ITEMS TO DISCUSS

www.KirstenMeyer.com

01

Why Blog? The Role of Content

02

Similar Blogs: Inventory of Resources, Purp...
ABOUT KM STRATEGIC

www.KirstenMeyer.com

QUALITY CONTENT

GETS RESULTS

EMAIL
BLOGS
DOWNLOADABLE OFFERS
ONSITE TEXT
SOCIA...
BENEFITS OF BLOGGING

www.KirstenMeyer.com

1. SERVE INFO ON-DEMAND

2. HELP BRAND VISIBILITY
3. THOUGHT LEADERSHIP, EXPER...
BENEFITS OF BLOGGING

www.KirstenMeyer.com

HOW DOES BLOGGING DO ALL THAT?
• EACH POST IS A NEW
PAGE OF CONTENT.
• EACH PA...
DELIVERING GOOD CONTENT

Quality
content
increases the
likelihood of
occurrence
at each step
towards
ranking
in organic
se...
DEFINING GOALS

www.KirstenMeyer.com

In order to
deliver
quality
content,
you must
define your
target.
Leveraging Busines...
DEFINING QUALITY CONTENT

www.KirstenMeyer.com

Quality content is:
-Created with your target audience in mind.
-Interesti...
What is the Purpose of Your Biz.
Association Blog?
For Example:
1)To drive membership
2)To boost membership participation
...
DEFINING QUALITY CONTENT

www.KirstenMeyer.com

Why a Business Association Blog?
• A unique opportunity to extract benefit...
DEFINING QUALITY CONTENT

www.KirstenMeyer.com

Why NOT a Business Association Blog?
• If there is not sufficient interest...
EXAMINING SIMILAR BLOGS

www.KirstenMeyer.com

WHAT DO
OTHER
BUSINESS
ASSOCIATION
BLOGS LOOK
LIKE?
LOOKING AT BLOGS OF TOP...
EXAMINING SIMILAR BLOGS

www.KirstenMeyer.com

Garbage vs. Art?
How is the array of different voices presented?

Leveragin...
EXAMINING SIMILAR BLOGS

www.KirstenMeyer.com

GENERAL OBSERVATIONS:
1.
2.
3.
4.
5.
6.
7.
8.
9.

WRITTEN FOR OTHER MEMBERS...
EXAMINING SIMILAR BLOGS

www.KirstenMeyer.com

EXAMPLE 1 (BLOG-LEVEL):
POST TITLES

• THE ART OF HEALTHY LIVING
• VOLUNTEE...
EXAMINING SIMILAR BLOGS

www.KirstenMeyer.com

EXAMPLE 2 (BLOG-LEVEL):
POST TITLES

• 101 REASONS TO LOVE BALTIMORE RIGHT
...
EXAMINING BLOG POSTS

www.KirstenMeyer.com

EXAMPLE:

This is a blog
post that wants to
be a social media
post!
Leveraging...
EXAMINING BLOG POSTS

www.KirstenMeyer.com

EXAMPLE:

| Idea is the key ...| My presentation Title will goes here| 15/08/2...
EXAMINING BLOG POSTS

www.KirstenMeyer.com

EXAMPLE:

The point of this post
is hidden in the third
paragraph; you’d never...
EXAMINING BLOG POSTS

www.KirstenMeyer.com

EXAMPLE:

Kenton: Please
let us know
when you figure
out what else is
great ab...
BLOG LEVEL STRATEGY

www.KirstenMeyer.com

TO DO:
BLOG “GAME PLAN”
DEDICATE EDITOR & LEAD PROMOTION
CREATE A SCHEDULE

Lev...
BLOG LEVEL STRATEGY

www.KirstenMeyer.com

TO DO:
• LOOK AT OTHER BLOGS- WHAT DO YOU LIKE?
• WHO DO YOU WANT TO ATTRACT?
•...
www.KirstenMeyer.com
BLOG LEVEL STRATEGY
SAMPLE BLOG “GAME PLAN” FOR JANUARY:
• “BILL” WILL BE EDITOR
• “KARY” WILL LEAD P...
SECTION 3: TECHNICAL

www.KirstenMeyer.com

WRITING A BLOG POST:

TECHNICAL
CONSIDERATIONS
Leveraging Business Association...
BLOG TITLE CONSTRUCTION

www.KirstenMeyer.com

A GOOD TITLE:
• IS COMPELLING
• USES A KEYWORD
• HAS A SINGLE TOPIC
• CLEAR...
BLOG FORMAT

www.KirstenMeyer.com

FORMAT FOR CONSUMPTION
•
•
•
•
•
•
•
•
•

Bullets
Length 400-1000 words
Images
Headline...
BLOG FORMAT

www.KirstenMeyer.com

NOT AN
ESSAY
FOR
SCHOOL

A+ paper, wrong
format for blog

Leveraging Business Associati...
www.KirstenMeyer.com

Essentially
same content;
re-formated
for a blog
post

Leveraging Business Association Blogs | BABA|...
www.KirstenMeyer.com

Note page
components:
• shareability
• digestability
• scanability
• whitespace
• offers
• graphics
...
BLOG FORMAT

www.KirstenMeyer.com

Leveraging Business Association Blogs | BABA| 1/9/2014

29
SECTION 4: BEING SEEN

www.KirstenMeyer.com

GET YOUR BLOG SEEN:
VISIBILITY &
PROMOTION

1. KEYWORDS & META DATA
2. LINKS
...
BLOG PROMOTION

www.KirstenMeyer.com

WHAT DO YOU MEAN, ‘META DATA’?

Using a Blog to Serve Business Goals| BABA| 1/9/2014...
BLOG DO’S & DON’TS

www.KirstenMeyer.com

COOKING UP THE WRONG KIND OF FIRE:

HIDDEN DANGERS
•
•
•
•
•
•
•

Subscribe/Unsu...
RECAP: KEY POINTS

www.KirstenMeyer.com

Use Blog-level
and Post-level strategy.
Create quality content
with your user in ...
Blue Ash
New Year

2014

THANK YOU !
FOR COMING
Get in touch
by phone, email, or online at:

(+1) 714.454.6647
www.Kirsten...
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Blog Strategy for Business Associations

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A look at the benefits, purpose, and strategy behind business association blogging. This is a slightly updated version of a presentation given to the Blue Ash Business Association in January 2014.

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Blog Strategy for Business Associations

  1. 1. Blue Ash New Year A LOOK @ BUSINESS ASSOCIATION BLOGS 2014 Understanding How They Can be Effective & Drive Business Goals Crafting Something Tasty From Many Voices Presented to Blue Ash Business Association (Cincinnati Area) - Jan. 9, 2014 Leveraging Business Association Blogs| BABA| 1/9/2014 1
  2. 2. ITEMS TO DISCUSS www.KirstenMeyer.com 01 Why Blog? The Role of Content 02 Similar Blogs: Inventory of Resources, Purpose & Opportunities 03 Writing a Blog Post: Technical Considerations 04 Being Seen: Visibility & Promotion 05 Hidden Dangers: Do’s and Don’ts The presentation will be followed by a brief Q&A Leveraging Business Association Blogs | BABA| 1/9/2014 2
  3. 3. ABOUT KM STRATEGIC www.KirstenMeyer.com QUALITY CONTENT GETS RESULTS EMAIL BLOGS DOWNLOADABLE OFFERS ONSITE TEXT SOCIAL MEDIA WHITEPAPERS BRAND AWARENESS CUSTOMER LOYALTY HIGH QUALITY LEADS WEBSITE TRAFFIC THOUGHT LEADERSHIP LEAD NURTURING Leveraging Business Association Blogs | BABA| 1/9/2014 3
  4. 4. BENEFITS OF BLOGGING www.KirstenMeyer.com 1. SERVE INFO ON-DEMAND 2. HELP BRAND VISIBILITY 3. THOUGHT LEADERSHIP, EXPERTISE & TRUST 4. SEO BENEFIT Visitors Leads MQL SQL 5. FEEDS THE SALES FUNNEL 6. LOWER COST PER LEAD FOR INBOUND VS. OUTBOUND MARKETING ($346 VS. $135) (HUBSPOT) Leveraging Business Association Blogs | BABA| 1/9/2014 GOAL 4
  5. 5. BENEFITS OF BLOGGING www.KirstenMeyer.com HOW DOES BLOGGING DO ALL THAT? • EACH POST IS A NEW PAGE OF CONTENT. • EACH PAGE OF CONTENT IS A NEW OPPORTUNITY TO BE FOUND. THE GREATER YOUR REPERTOIRE OF ONLINE CONTENT, THE GREATER YOUR DIGITAL FOOTPRINT. Leveraging Business Association Blogs | BABA| 1/9/2014 5
  6. 6. DELIVERING GOOD CONTENT Quality content increases the likelihood of occurrence at each step towards ranking in organic search results www.KirstenMeyer.com Being Found Being Clicked Social Shares More Time on Page Good Content Return Visits Views Other Pages More Perceived Value Builds Trust Leveraging Business Association Blogs | BABA| 1/9/2014 6
  7. 7. DEFINING GOALS www.KirstenMeyer.com In order to deliver quality content, you must define your target. Leveraging Business Association Blogs | BABA| 1/9/2014 7
  8. 8. DEFINING QUALITY CONTENT www.KirstenMeyer.com Quality content is: -Created with your target audience in mind. -Interesting enough to make someone want to read it. -Well written and formatted enough to be read. -Findable. -Likeable. -Useful. -Relevant. -Shareable. Leveraging Business Association Blogs | BABA| 1/9/2014 8
  9. 9. What is the Purpose of Your Biz. Association Blog? For Example: 1)To drive membership 2)To boost membership participation 3)To gain exposure to members and member businesses 4)To increase organic search ranking for the Biz. Association If you don’t identify goals, you will struggle to get buy-in or consistency. Leveraging Business Association Blogs | BABA| 1/9/2014
  10. 10. DEFINING QUALITY CONTENT www.KirstenMeyer.com Why a Business Association Blog? • A unique opportunity to extract benefit from an online “marketing co-op,” where everyone contributes, and everyone reaps a share of the rewards. • To generate online exposure, leads, and business opportunities (for members, member businesses, and the organization). • For smaller biz without resources to maintain their own business blog, a biz association blog can potentially tap into greater online exposure with less investment. Leveraging Business Association Blogs | BABA| 1/9/2014 9
  11. 11. DEFINING QUALITY CONTENT www.KirstenMeyer.com Why NOT a Business Association Blog? • If there is not sufficient interest/ bandwidth/ resources to maintain. • If there is no overall driving goal. • If people are going to do it halfway and put forth a poor image. • If the only real audience is each other. • In such cases, email or social media (such as a LinkedIn group) may be a preferable platform (less time required and allows more casual sharing). Leveraging Business Association Blogs | BABA| 1/9/2014 10
  12. 12. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com WHAT DO OTHER BUSINESS ASSOCIATION BLOGS LOOK LIKE? LOOKING AT BLOGS OF TOP-RANKING BIZ. ASSOCIATIONS Leveraging Business Association Blogs | BABA| 1/9/2014 11
  13. 13. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com Garbage vs. Art? How is the array of different voices presented? Leveraging Business Association Blogs | BABA| 1/9/2014 12
  14. 14. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com GENERAL OBSERVATIONS: 1. 2. 3. 4. 5. 6. 7. 8. 9. WRITTEN FOR OTHER MEMBERS. MISSED OPPORTUNITIES. NO BLOG CONTINUITY. UNCLEAR BLOG TITLES. POSTS TOO BRIEF. GRAPHICS = GOOD FREE MARKETING. POSTING 1X/MO. DISCOURAGES VISITORS. FAILURE TO SPOTLIGHT BIZ & PERSONALITY QUESTIONABLE VALUE Leveraging Business Association Blogs | BABA| 1/9/2014 13
  15. 15. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com EXAMPLE 1 (BLOG-LEVEL): POST TITLES • THE ART OF HEALTHY LIVING • VOLUNTEERISM ALIVE & WELL IN WESTERN CONNECTICUT • SECRETS FOR HEALTHY LIVING • OMG WHERE HAS THE TIME GONE • HOW DO REPAIR SHOPS COME UP WITH AN ESTIMATE? Leveraging Business Association Blogs | BABA| 1/9/2014 14
  16. 16. EXAMINING SIMILAR BLOGS www.KirstenMeyer.com EXAMPLE 2 (BLOG-LEVEL): POST TITLES • 101 REASONS TO LOVE BALTIMORE RIGHT NOW • HELP FEED LOCAL FAMILIES IN NEED • BEST OF BALTIMORE- BALTIMORE CITY PAPER BENEFIT FOR THE ROOSEVELT RECREATION CENTER • SCHOOL OF ROCK BALTIMORE’S “ULTIMATE SUMMER” SHOW Leveraging Business Association Blogs | BABA| 1/9/2014 15
  17. 17. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: This is a blog post that wants to be a social media post! Leveraging Business Association Blogs | BABA| 1/9/2014 16
  18. 18. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: | Idea is the key ...| My presentation Title will goes here| 15/08/2012 17
  19. 19. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: The point of this post is hidden in the third paragraph; you’d never know! Leveraging Business Association Blogs | BABA| 1/9/2014 18
  20. 20. EXAMINING BLOG POSTS www.KirstenMeyer.com EXAMPLE: Kenton: Please let us know when you figure out what else is great about your town. You left us hanging! Leveraging Business Association Blogs | BABA| 1/9/2014 19
  21. 21. BLOG LEVEL STRATEGY www.KirstenMeyer.com TO DO: BLOG “GAME PLAN” DEDICATE EDITOR & LEAD PROMOTION CREATE A SCHEDULE Leveraging Business Association Blogs | BABA| 1/9/2014 20
  22. 22. BLOG LEVEL STRATEGY www.KirstenMeyer.com TO DO: • LOOK AT OTHER BLOGS- WHAT DO YOU LIKE? • WHO DO YOU WANT TO ATTRACT? • WHAT ACTION DO YOU WANT THEM TO TAKE? • WHAT CONTENT WILL THEY BE LOOKING FOR? • HOW CAN YOU CREATE A COHESIVE PICTURE FROM YOUR ARRAY OF VOICES? • WILL ONE PERSON POST, EDIT, FORMAT? • HOW OFTEN WILL BLOGS BE POSTED? • HOW WILL THEY BE DISSEMINATED? Leveraging Business Association Blogs | BABA| 1/9/2014 21
  23. 23. www.KirstenMeyer.com BLOG LEVEL STRATEGY SAMPLE BLOG “GAME PLAN” FOR JANUARY: • “BILL” WILL BE EDITOR • “KARY” WILL LEAD PROMOTION JAN TOPICS (2X/WEEK): 1. 2. 3. 4. 5. 6. 7. 8. 9. RENTING BUSINESS SPACE IN CINCINNATI: 5 TIPS CINCY SMALL BIZ CORNER: HR FAQS FOR SMALL BUSINESSES BEST BUSINESS SIGNAGE IN BLUE ASH (PHOTO COLLAGE) BUSINESS EVENT PLANNING RESOURCES IN CINCINNATI 5 MINUTES WITH AN URBAN FARMER IN CINCINNATI (VIDEO) CINCY SMALL BIZ CORNER: BANKING TIPS FOR STARTUPS BLUE ASH BUSINESSES TOP CINCINNATI'S “BEST OF” 2013 LIST CINCY SMALL BIZ CORNER: MARKETING TIPS FOR LAWYERS STARTING A BUSINESS IN OHIO? DON’T OVERLOOK THESE 6 TIPS FOR EACH POST, ATTACH A DATE, A WRITER, AN INTERVIEWEE(S) IF APPLICABLE, & A TARGET AUDIENCE Leveraging Business Association Blogs | BABA| 1/9/2014 22
  24. 24. SECTION 3: TECHNICAL www.KirstenMeyer.com WRITING A BLOG POST: TECHNICAL CONSIDERATIONS Leveraging Business Association Blogs | BABA| 1/9/2014 23
  25. 25. BLOG TITLE CONSTRUCTION www.KirstenMeyer.com A GOOD TITLE: • IS COMPELLING • USES A KEYWORD • HAS A SINGLE TOPIC • CLEARLY EXPRESSES THE TOPIC • 8 WORDS / 70 CHARACTERS Leveraging Business Association Blogs | BABA| 1/9/2014 24
  26. 26. BLOG FORMAT www.KirstenMeyer.com FORMAT FOR CONSUMPTION • • • • • • • • • Bullets Length 400-1000 words Images Headline Font types Whitespace Subheaders Numbers Signature blurb Leveraging Business Association Blogs | BABA| 1/9/2014 25
  27. 27. BLOG FORMAT www.KirstenMeyer.com NOT AN ESSAY FOR SCHOOL A+ paper, wrong format for blog Leveraging Business Association Blogs | BABA| 1/9/2014 26
  28. 28. www.KirstenMeyer.com Essentially same content; re-formated for a blog post Leveraging Business Association Blogs | BABA| 1/9/2014 27
  29. 29. www.KirstenMeyer.com Note page components: • shareability • digestability • scanability • whitespace • offers • graphics • subheaders • links • citations Leveraging Business Association Blogs | BABA| 1/9/2014 28
  30. 30. BLOG FORMAT www.KirstenMeyer.com Leveraging Business Association Blogs | BABA| 1/9/2014 29
  31. 31. SECTION 4: BEING SEEN www.KirstenMeyer.com GET YOUR BLOG SEEN: VISIBILITY & PROMOTION 1. KEYWORDS & META DATA 2. LINKS 3. SOCIAL MEDIA 4. EMAIL 5. PROMOTE SUBSCRIPTIONS 6. PROMOTE ON MEMBER WEBSITES Leveraging Business Association Blogs | BABA| 1/9/2014 30
  32. 32. BLOG PROMOTION www.KirstenMeyer.com WHAT DO YOU MEAN, ‘META DATA’? Using a Blog to Serve Business Goals| BABA| 1/9/2014 31
  33. 33. BLOG DO’S & DON’TS www.KirstenMeyer.com COOKING UP THE WRONG KIND OF FIRE: HIDDEN DANGERS • • • • • • • Subscribe/Unsubscribes Duplicate Content Regrettable Content or Tone Attribution FTC Guideline Disclosure Trolling in Comments XML Code in Formatting Leveraging Business Association Blogs | BABA| 1/9/2014 32
  34. 34. RECAP: KEY POINTS www.KirstenMeyer.com Use Blog-level and Post-level strategy. Create quality content with your user in mind, and create it as often as possible. Constantly promote and share. Read others’ blogs & participate in the conversation. Leveraging Business Association Blogs | BABA| 1/9/2014 33
  35. 35. Blue Ash New Year 2014 THANK YOU ! FOR COMING Get in touch by phone, email, or online at: (+1) 714.454.6647 www.KirstenMeyer.com Kirsten.Marie.Meyer@gmail.com Leveraging Business Association Blogs | BABA| 1/9/2014 34

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