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Blogging success:
Why & how we grew
the 6Q blog to 2.5 million
readers a year
What is 6Q?
Frequent employee surveys
Software-as-a-Service
Recent software category (pulse surveys)
Born from within Bam ...
6Q customer path
Visit our website
Sign up for 25 day trial
Find value ‘Aha! moment’
Upgrade to paid plan
Remain as a cust...
We chose blogging
Tested many traction channels
Costly or time intensive
Blogging can build audience and demand,
but is sl...
Slow, but worth it
Benefits of effective blogging
Very cost effective
Great lead generation
Great for position and brand
Owned media, not sub...
Effective blogging is not
Press releases
Keyword spam articles
Posts every few months
Randomly blurted words
Not a quick growth tactic
Lots of experiments
Consistent effort and work
Medium to long term benefits
Effective blogging
Strategic and planned
Frequent momentum
Measured and analysed
3 P’s of
Effective blogging
Plan
Produce
Promote
Planning
Understand target audience
Create areas of interest
Break these down to topics
Create editorial style guide
Optim...
Determine audience
Who is perfect reader?
Interests and motivations
What they care about
How can your content help them
Subjects & topics
Write for audience
What they care about
Think like a ‘ever expanding book’
Must add unique value
Style & consistency
Tone and personality
Common words/spelling
Language conventions
Visual style
Tech platform
Search engine optimised
Must be fast and reliable
Mobile optimised/responsive
Able to edit page titles/meta ...
Workflow
Plan
Produce
Promote
Produce
Research topic
Develop target keywords
Do interviews/quotes
Write quality at length
Create/license images
Avoid co...
Topic research
What else is written?
Which was popular?
Look for topic gaps
Write from different
perspectives
Research keywords
Search volume
What competition
Long(er) tail
One phrase per article
Keyword rich
Article title
Subtitles
Images
Content
Page URL
Meta data
Find influencers
Stalk and engage them
See what content they share
Approach them for a quote
Possibly a longer interview o...
Length?
Quality over quantity
1,000+ words
Break into sections with
liberal subheadings, images
and visual cues
Images
Quality images improve
Use as visual cues
pexels.com
unsplash.com
stockphoto.com (hi Jon!)
Editing
No to bad grammar
Avoid complexity
Avoid industry terms
Recommend:
Hemingway Editor
Plan
Produce
Promote
Promote
Schedule on social media
Reach out to influencers
Have promotion checklist
Repurpose for other uses
Re-promote lat...
Social media
Test different titles
Write intro copy
Use hashtags sparingly
Schedule across all platforms
buffer.com
Ping mentions
Mention influencers or brands in
articles, and then reach out
and let them know.
Influencers
Reach out by email
No email? Try social media
Compliment and make personal
Follow up (don’t annoy!)
mailshake....
Find influencers
Find people sharing
competitor content
and approach them
ahrefs.com
Mailing list
Blog CTA = subscribe
Send regular emails
Email addresses for
retargeting
mailerlite.com
Guest post
Write elsewhere (inc backlinks)
Introduce new audience
Builds further authority
Improves SEO
startupnews.com.au
Repurpose
Turn into slides
Make an ebook or video
Podcast/audio files
Series of sharable graphics
slideshare.net
Update posts
Add links to latest article
from previous relevant
articles
Remarketing
Use FB pixel on blog
and run ads on FB
Plan
Produce
Promote
Keep in touch
www.milesburke.com.au
www.bam.com.au
inside.6q.io
twitter.com/milesb
Blogging for success - Why & How we grew the 6Q Blog to 2.5 million readers a year
Blogging for success - Why & How we grew the 6Q Blog to 2.5 million readers a year
Blogging for success - Why & How we grew the 6Q Blog to 2.5 million readers a year
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Blogging for success - Why & How we grew the 6Q Blog to 2.5 million readers a year

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Slides from my talk at Edge of the Web 2019, 17 May 2019 on the Gold Coast QLD. I shared why we used blogging to build growth in our tech startup.

Published in: Marketing
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Blogging for success - Why & How we grew the 6Q Blog to 2.5 million readers a year

  1. 1. Blogging success: Why & how we grew the 6Q blog to 2.5 million readers a year
  2. 2. What is 6Q? Frequent employee surveys Software-as-a-Service Recent software category (pulse surveys) Born from within Bam Creative
  3. 3. 6Q customer path Visit our website Sign up for 25 day trial Find value ‘Aha! moment’ Upgrade to paid plan Remain as a customer
  4. 4. We chose blogging Tested many traction channels Costly or time intensive Blogging can build audience and demand, but is slow to take off
  5. 5. Slow, but worth it
  6. 6. Benefits of effective blogging Very cost effective Great lead generation Great for position and brand Owned media, not subject to whim
  7. 7. Effective blogging is not Press releases Keyword spam articles Posts every few months Randomly blurted words
  8. 8. Not a quick growth tactic Lots of experiments Consistent effort and work Medium to long term benefits
  9. 9. Effective blogging Strategic and planned Frequent momentum Measured and analysed
  10. 10. 3 P’s of Effective blogging
  11. 11. Plan Produce Promote
  12. 12. Planning Understand target audience Create areas of interest Break these down to topics Create editorial style guide Optimise your tech platform Develop publishing workflow
  13. 13. Determine audience Who is perfect reader? Interests and motivations What they care about How can your content help them
  14. 14. Subjects & topics Write for audience What they care about Think like a ‘ever expanding book’ Must add unique value
  15. 15. Style & consistency Tone and personality Common words/spelling Language conventions Visual style
  16. 16. Tech platform Search engine optimised Must be fast and reliable Mobile optimised/responsive Able to edit page titles/meta data Fast loading images
  17. 17. Workflow
  18. 18. Plan Produce Promote
  19. 19. Produce Research topic Develop target keywords Do interviews/quotes Write quality at length Create/license images Avoid complex language Always have editing step
  20. 20. Topic research What else is written? Which was popular? Look for topic gaps Write from different perspectives
  21. 21. Research keywords Search volume What competition Long(er) tail One phrase per article
  22. 22. Keyword rich Article title Subtitles Images Content Page URL Meta data
  23. 23. Find influencers Stalk and engage them See what content they share Approach them for a quote Possibly a longer interview or guest post
  24. 24. Length? Quality over quantity 1,000+ words Break into sections with liberal subheadings, images and visual cues
  25. 25. Images Quality images improve Use as visual cues pexels.com unsplash.com stockphoto.com (hi Jon!)
  26. 26. Editing No to bad grammar Avoid complexity Avoid industry terms Recommend: Hemingway Editor
  27. 27. Plan Produce Promote
  28. 28. Promote Schedule on social media Reach out to influencers Have promotion checklist Repurpose for other uses Re-promote later(!)
  29. 29. Social media Test different titles Write intro copy Use hashtags sparingly Schedule across all platforms buffer.com
  30. 30. Ping mentions Mention influencers or brands in articles, and then reach out and let them know.
  31. 31. Influencers Reach out by email No email? Try social media Compliment and make personal Follow up (don’t annoy!) mailshake.com
  32. 32. Find influencers Find people sharing competitor content and approach them ahrefs.com
  33. 33. Mailing list Blog CTA = subscribe Send regular emails Email addresses for retargeting mailerlite.com
  34. 34. Guest post Write elsewhere (inc backlinks) Introduce new audience Builds further authority Improves SEO startupnews.com.au
  35. 35. Repurpose Turn into slides Make an ebook or video Podcast/audio files Series of sharable graphics slideshare.net
  36. 36. Update posts Add links to latest article from previous relevant articles
  37. 37. Remarketing Use FB pixel on blog and run ads on FB
  38. 38. Plan Produce Promote
  39. 39. Keep in touch www.milesburke.com.au www.bam.com.au inside.6q.io twitter.com/milesb

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