Sales QuestionSo, if I am your ideal prospect, why should I buy from you rather than any of your competitors?
BLOG QuestionSo, if I am your ideal blog reader, why should I read your blog rather than any of your competitors?
BLOG QuestionSo, if I am your ideal blog reader, why should I read your blog rather than any of your competitors? 1. Who is the ideal blog reader? 2. What is your value proposition? 3. Who are the competitors? 4. BONUS – prove it.
Identify Stakeholders1. Who is writing your blog?2. What are the expectations?3. Are the policies in place?4. What are the rewards?
Manage Expectations1. Promise what you can deliver2. Deliver more than you promise
Presentation What to CurateFrom HEADER To SUBHEADER To SUMMARY To SECTION TITLES To CONCLUSION To NEXT BLOG POST
Presentation What to CurateBreak up the article into short sections. This not only makes it easier to read, it’s also good for search engines.Headers and sub-headers are great places to include keywords and related keyword phrases.
Formatting What to Curate• Short paragraphs• Bulleted or numbered lists (where relevant)• Relevant headers and sub-headers throughout (to make scanning easier)• Conversion-focused links within the content area of the page• Text, text and text
Formatting Curate What to Checklist Headers and Subheaders Screenshots & Relevant Images Multimedia Summary and Conclusion Embedded Videos Bullets Bold Text Useful Links
ZMOT What to CurateThe best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn’t. - A.G. Lafley CEO Procter & Gamble
ZMOT What to CurateWhether were shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy.Today were all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase.
Promotion What to Curate• Create high-quality, educational or entertaining content.• Submit your blog to online directories.• Write guest posts for other blogs.• Research link building opportunities with other websites.• Don’t borrow, beg, barter, bribe or buy links.
Calculating ROIHours a Hourly Rate Monthly Other TotalMonth to per Blogger Design Fees MonthlyCreate a FeesBlog40 $30 $300 $200 $1,700Leads per Conversion Average Life Profit BloggingMonth Rate Time Margin Revenue Customer Value10 15% $5,000 30% $2,250 ROI = (Revenue – Investment)/Investment = 32%