Intro to Blogging for Small Business

Catherine Morgan
Catherine MorganCareer Transition Expert | Business Consultant | TEDx and Event Speaker | Writer at Point A to Point B Transitions Inc.
Intro to Blogging
for
Small Business
Catherine Morgan
Business Consultant | Career Transition Expert
Point A to Point B Transitions Inc.
Starting your blog
Why have a blog?
• Thought leadership
• Differentiation
• SEO
Tell your story
• Manage your message
• Attract ideal clients
Differentiate your business
• Why are you different?
• Why are you better?
Answer FAQs
• What questions are you always answering
during the sales process?
– Create content around these topics
Your team, the face of your business
• When possible, use the real faces of
your team – not stock photos
• Showcase individual team members
• Add pictures to executive bios
Rank for specific terms
• What do people type into search?
– Example: job search vs. career transition
Maintaining your blog
Anatomy of a blog post
• Short form – 450-750 words
• Long form – more than 1,500
• Posts should always have a great picture
– Posts with pictures get shared more
– Some experts suggest multiple pictures
• Think about your key word(s) and incorporate
into text several times
– But not so many that the reader can tell!
Compelling headlines lead to clicks
• Lists
– Top 10 Tips for Staying Productive at Work
– 3 Reasons to Quit Your Job Right Now
• Don’t do this
– How to Irritate a Podcast Host
– “Didn’t Get the Gig? Maybe It’s ‘Cause Ur
Illiterate.”(By Catherine Morgan)
• X things not to do
– Don’t Do These 3 Things If You Want to Be Rich
Include hyperlinks
• Are you referencing someone else’s content?
Make sure you link to it!
– You can include links to your own content as well
Online writing best practices
• Enable visual scanning
– Pictures
– Subheads
– Bullet lists
– Short paragraphs
• 1-4 lines – no more
Are you stuck for topics?
• AnswerthePublic.com
• Hubspot’s blog topic generator
• Chris Brogan’s 100 blog topics
• Your inbox
– What questions are your customers asking?
Content calendar
• Commit to publishing dates
• Spread out different kinds of content
– Small business content example:
• Marketing
• Selling
• Customer service
• Social media
• Mindset
• Productivity
Switch it up – embed media
• Embed podcasts or videos
– Google owns YouTube and may rank
posts with videos higher
Guest blogging – sharing the wealth
• Andy Crestodina of Orbit Media always says
you shouldn’t blog alone
– “Guest Blogging: The Right Way to Pitch a Blog
Editor” (by Catherine Morgan)
Posting your content elsewhere
• Can you syndicate your content?
– Related websites? Article databases?
Getting the word out
Promote more than you think
• Derek Halpern of Social Triggers says:
– Create 20%
– Promote 80%
One possible promotion schedule
• Twitter
– Tweet 2-3 times the first day 8-12 hours apart
(says Guy Kawasaki)
– Continue to promote periodically going forward
(if evergreen content)
• Facebook
– If you have a business page, pay $5 (or more)
to promote FB post so people actually see it
• Organic reach is ~ 10% (!)
– Share it on your timeline from your page
Reposting on LinkedIn
• If you’re a thought leader:
– Post first on your blog
– Wait 3 days (so it gets indexed by search engines)
THEN post on LinkedIn Pulse
– Promote it both times (and promote again
periodically, if evergreen)
– Include a short bio at the end of your post on
LinkedIn for people who aren’t connected to you
Promotion pro tips
• Reach out to people who create similar
content and target a similar audience
– Ask them if they would share your post
– Remember to return the favor with their stuff 
• Team up with others and support each other
on an ongoing basis!
– That’s a big win-win
• Tag people if you have
a relationship
Repurposing content
• Social media posts
• Memes
• Short videos
• Podcasts
• Interviews
Questions?
Catherine Morgan
Business Consultant | Career Transition Expert
Point A to Point B Transitions Inc.
877.672.5333
Catherine@PointAtoPointBTransitions.com
LinkedIn www.linkedin.com/in/pointatopointb
Twitter @PointA_PointB
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Intro to Blogging for Small Business

  • 1. Intro to Blogging for Small Business Catherine Morgan Business Consultant | Career Transition Expert Point A to Point B Transitions Inc.
  • 3. Why have a blog? • Thought leadership • Differentiation • SEO
  • 4. Tell your story • Manage your message • Attract ideal clients
  • 5. Differentiate your business • Why are you different? • Why are you better?
  • 6. Answer FAQs • What questions are you always answering during the sales process? – Create content around these topics
  • 7. Your team, the face of your business • When possible, use the real faces of your team – not stock photos • Showcase individual team members • Add pictures to executive bios
  • 8. Rank for specific terms • What do people type into search? – Example: job search vs. career transition
  • 10. Anatomy of a blog post • Short form – 450-750 words • Long form – more than 1,500 • Posts should always have a great picture – Posts with pictures get shared more – Some experts suggest multiple pictures • Think about your key word(s) and incorporate into text several times – But not so many that the reader can tell!
  • 11. Compelling headlines lead to clicks • Lists – Top 10 Tips for Staying Productive at Work – 3 Reasons to Quit Your Job Right Now • Don’t do this – How to Irritate a Podcast Host – “Didn’t Get the Gig? Maybe It’s ‘Cause Ur Illiterate.”(By Catherine Morgan) • X things not to do – Don’t Do These 3 Things If You Want to Be Rich
  • 12. Include hyperlinks • Are you referencing someone else’s content? Make sure you link to it! – You can include links to your own content as well
  • 13. Online writing best practices • Enable visual scanning – Pictures – Subheads – Bullet lists – Short paragraphs • 1-4 lines – no more
  • 14. Are you stuck for topics? • AnswerthePublic.com • Hubspot’s blog topic generator • Chris Brogan’s 100 blog topics • Your inbox – What questions are your customers asking?
  • 15. Content calendar • Commit to publishing dates • Spread out different kinds of content – Small business content example: • Marketing • Selling • Customer service • Social media • Mindset • Productivity
  • 16. Switch it up – embed media • Embed podcasts or videos – Google owns YouTube and may rank posts with videos higher
  • 17. Guest blogging – sharing the wealth • Andy Crestodina of Orbit Media always says you shouldn’t blog alone – “Guest Blogging: The Right Way to Pitch a Blog Editor” (by Catherine Morgan)
  • 18. Posting your content elsewhere • Can you syndicate your content? – Related websites? Article databases?
  • 20. Promote more than you think • Derek Halpern of Social Triggers says: – Create 20% – Promote 80%
  • 21. One possible promotion schedule • Twitter – Tweet 2-3 times the first day 8-12 hours apart (says Guy Kawasaki) – Continue to promote periodically going forward (if evergreen content) • Facebook – If you have a business page, pay $5 (or more) to promote FB post so people actually see it • Organic reach is ~ 10% (!) – Share it on your timeline from your page
  • 22. Reposting on LinkedIn • If you’re a thought leader: – Post first on your blog – Wait 3 days (so it gets indexed by search engines) THEN post on LinkedIn Pulse – Promote it both times (and promote again periodically, if evergreen) – Include a short bio at the end of your post on LinkedIn for people who aren’t connected to you
  • 23. Promotion pro tips • Reach out to people who create similar content and target a similar audience – Ask them if they would share your post – Remember to return the favor with their stuff  • Team up with others and support each other on an ongoing basis! – That’s a big win-win • Tag people if you have a relationship
  • 24. Repurposing content • Social media posts • Memes • Short videos • Podcasts • Interviews
  • 25. Questions? Catherine Morgan Business Consultant | Career Transition Expert Point A to Point B Transitions Inc. 877.672.5333 Catherine@PointAtoPointBTransitions.com LinkedIn www.linkedin.com/in/pointatopointb Twitter @PointA_PointB