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9 Things I Wish I Knew About Blogging that Will Accelerate the Growth of Your Blog

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These are the slides from my talk at Social Media Marketing World 2018. They accompany an upcoming podcast episode where you can hear the audio which will go live shortly at https://problogger.com/podcast/246

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9 Things I Wish I Knew About Blogging that Will Accelerate the Growth of Your Blog

  1. 1. Design © Social Media Examiner 9 Things I Wish I Knew About Blogging that Will Accelerate the Growth of Your Blog Presented by: Darren Rowse
  2. 2. 9 THINGS I WISH I’D KNOWN ABOUT BLOGGING THAT WILL ACCELERATE THE GROWTH OF YOUR BLOG
  3. 3. Create an archive of content that is useful to those who find it G R E AT C O N T E N T Find your potential audience, build your profile and drive traffic D R I V I N G T R A F F I C Give your audience a sense of belonging and participation G R O W I N G E N G A G E M E N T Build profit by finding a win/win for you and your audience E F F E C T I V E M O N E T I Z AT I O N 3 PROFITABLE BLOGGING T H E 4 P I L L A R S O F
  4. 4. 9 THINGS I WISH I’D KNOWN ABOUT BLOGGING THAT WILL ACCELERATE THE GROWTH OF YOUR BLOG
  5. 5. 5 UNDERSTAND YOUR AUDIENCE K N O W W H O Y O U S E R V E 1
  6. 6. 6 MY FIRST BLOG SERVED ME 2 0 0 2 F U N H O B B Y S E L F E X P R E S S I O N C R E AT I V E O U T L E T TO P I C S T H AT I N T E R E S T E D M E
  7. 7. 7 KNOWLEDGEOFREADERS BLOG GROWTH
  8. 8. MY FIRST READER AVATARS
  9. 9. MY READER AVATARS INCLUDED Demographics Surfing habits Spending habits Felt needs
  10. 10. DIG DEEPER!
  11. 11. UNDERSTAND YOUR AUDIENCE:
  12. 12. UNDERSTAND YOUR AUDIENCE: REAL Needs Problems Challenges Fears Turn offs PAINS
  13. 13. UNDERSTAND YOUR AUDIENCE: REAL Needs Problems Challenges Fears Turn offs PAINS Dreams Desires Goals Aspirations Passions GAINS
  14. 14. Find out what is MEANINGFUL to them
  15. 15. DOWNLOAD AVATAR WORKSHEET PROBLOGGER.COM/MEMBERS
  16. 16. 14 UNDERSTAND THE TRANSFORMATION YOU BRING H A V E A D R E A M F O R Y O U R R E A D E R S 2
  17. 17. SUCCESSFUL CONTENT LEAVES A MARK ON ITS AUDIENCE
  18. 18. EXERCISE
  19. 19. WHO ARE THEY WHEN THEY ARRIVE? EXERCISE
  20. 20. WHO ARE THEY WHEN THEY ARRIVE? WHO WILL THEY BECOME? EXERCISE
  21. 21. AUTO MODE CREATIVE CONTROL EXERCISE
  22. 22. DOWNLOAD READER TRANSFORMATION WORKSHEET PROBLOGGER.COM/MEMBERS
  23. 23. 19 ENGAGED TRAFFIC = TRAFFIC² S P A R K S F L Y W H E N T H E R E I S L O V E 3
  24. 24. 20 FOCUS LESS UPON GETTING EYEBALLS… AND MORE UPON ENGAGING HEARTS
  25. 25. 21 BENEFITS OF ENGAGEMENT
  26. 26. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth
  27. 27. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy
  28. 28. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof
  29. 29. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof • grows to more page views
  30. 30. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof • grows to more page views • unearths user generated content
  31. 31. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof • grows to more page views • unearths user generated content • leads to more effective monetization
  32. 32. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof • grows to more page views • unearths user generated content • leads to more effective monetization • attractive to advertisers
  33. 33. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof • grows to more page views • unearths user generated content • leads to more effective monetization • attractive to advertisers • easier to sell products (affiliate or owned)
  34. 34. 21 BENEFITS OF ENGAGEMENT • helps word-of-mouth growth • gives YOU energy • builds social proof • grows to more page views • unearths user generated content • leads to more effective monetization • attractive to advertisers • easier to sell products (affiliate or owned) • can be monetised directly (masterminds, memberships & events)
  35. 35. 22 5 WAYS TO BUILD ENGAGEMENT I F Y O U W A N T E N G A G E M E N T - B E E N G A G I N G
  36. 36. 22 5 WAYS TO BUILD ENGAGEMENT I F Y O U W A N T E N G A G E M E N T - B E E N G A G I N G LIVE VIDEO
  37. 37. 22 5 WAYS TO BUILD ENGAGEMENT I F Y O U W A N T E N G A G E M E N T - B E E N G A G I N G LIVE VIDEO GROUPS
  38. 38. 22 5 WAYS TO BUILD ENGAGEMENT I F Y O U W A N T E N G A G E M E N T - B E E N G A G I N G LIVE VIDEO PODCASTSGROUPS
  39. 39. 22 5 WAYS TO BUILD ENGAGEMENT I F Y O U W A N T E N G A G E M E N T - B E E N G A G I N G MEETUPS & EVENTSLIVE VIDEO PODCASTSGROUPS
  40. 40. 22 5 WAYS TO BUILD ENGAGEMENT I F Y O U W A N T E N G A G E M E N T - B E E N G A G I N G MEETUPS & EVENTSLIVE VIDEO PODCASTSGROUPS CHALLENGES
  41. 41. 23
  42. 42. 24 ‘KNOW, LIKE AND TRUST’ IS A TWO WAY STREET
  43. 43. 25 DESIGN - MEET READERS WHERE THEY’RE AT 4
  44. 44. 26
  45. 45. PORTALS
  46. 46. PORTALS problogger.com/podcast/114Further Listening:
  47. 47. 29 CHALLENGES G E N E R A T E M O M E N T U M W I T H 5
  48. 48. 30
  49. 49. 31
  50. 50. 32
  51. 51. 33 BENEFITS OF CHALLENGES • drive traffic • generate leads • build engagement • great research tool • builds social proof • grows brand • demonstrates leadership • builds a sense of momentum • monetisation • upsells • sponsorships • affiliate • selling the challenge
  52. 52. 34 COLLABORATIONS C R E A T E W I N / W I N O P P O R T U N I T I E S W I T H O T H E R S 6
  53. 53. 35 • Content • Community • Traffic • Monetization • Design • Tech BLOGGING IS A JUGGLE
  54. 54. 36 IT’S POSSIBLE TO KEEP MORE BALLS IN THE AIR WHEN WE JUGGLE TOGETHER
  55. 55. Guest content, inter-blog series, collaboratively written articles, blog takeovers, interviews, case studies etc G R E A T C O N T E N T Social media sharing, link posts, suggested further reading, featured spots in email etc. D R I V I N G T R A F F I C Inter-blog Facebook and LinkedIn groups, twitter chats, co-running events, workshops and meet ups etc. G R O W I N G E N G A G E M E N T Collaboratively produced products, affiliate partnerships, co-selling sponsorships, bundle promotions etc E F F E C T I V E M O N E T I Z A T I O N 37 AREAS TO COLLABORATE
  56. 56. 1% 4% 5% 7% 8% 31% 44% AFFILIATE COMMISSIONS PRODUCT SALES JOB BOARD PROFIT BREAKDOWN EVENT BOOK ROYALTIES AD NETWORKS DIRECT AD SALES
  57. 57. AFFILIATE COMMISSIONS PRODUCT SALES AD NETWORKS DIRECT AD SALES JOB BOARD EVENT BOOK ROYALTIES PROFIT BREAKDOWN • Affiliate partners • Bundle participants • eBook Authors • Course Creators • Ad Sales Team (outsourced) • Ad network partners • Speakers • Co-author Non-Collaboration Collaboration 1% 4% 5% 7% 8% 31% 44%
  58. 58. problogger.com/podcast/237Further Listening on Collaborations:
  59. 59. 44 EVERGREEN CONTENT C R E A T E C O N T E N T T H A T K E E P S W O R K I N G F O R Y O U 7
  60. 60. 45 “The most labor efficient way to build an audience over time is to write evergreen content” T i m F e r r i s s
  61. 61. 47
  62. 62. 47
  63. 63. 48
  64. 64. 48
  65. 65. 49
  66. 66. 49
  67. 67. 50 problogger.com/podcast/114Further Listening: Why, What and How of Evergreen
  68. 68. 51 MAINTAINING YOUR ARCHIVES G R O W Y O U R B L O G B Y 8
  69. 69. 52 YOUR ARCHIVES ARE AN ASSET
  70. 70. 53 THERE’S GOLD IN YOUR ARCHIVES!
  71. 71. 54 YOUR ARCHIVES ARE DEPRECIATING BUT MAINTENANCE CAN SLOW OR EVEN REVERSE THIS DEPRECIATION
  72. 72. WE MAINTAIN OUR HOMES CARS BUSINESS ASSETS BODIES
  73. 73. 56 TREND: SUCCESSFUL BLOGGERS ARE PUTTING AS MUCH EFFORT INTO THEIR ARCHIVES AS THEY DO TO CREATING NEW CONTENT
  74. 74. 57 BENEFITS OF UPDATING ARCHIVES:
  75. 75. 57 BENEFITS OF UPDATING ARCHIVES: • good for SEO
  76. 76. 57 BENEFITS OF UPDATING ARCHIVES: • good for SEO • good for social sharing
  77. 77. 57 BENEFITS OF UPDATING ARCHIVES: • good for SEO • good for social sharing • good for readers
  78. 78. 57 BENEFITS OF UPDATING ARCHIVES: • good for SEO • good for social sharing • good for readers • lengthens income generation potential
  79. 79. 58 CHALLENGE: ADD ARCHIVE MAINTENANCE INTO YOUR EDITORIAL STRATEGY • Target posts with high traffic • Target posts that have under performed • Target posts that are dated or broken
  80. 80. 59 REFRESH THE POST BY…
  81. 81. 59 REFRESH THE POST BY… • Fixing any errors
  82. 82. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today
  83. 83. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth
  84. 84. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements
  85. 85. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements • Testing and fixing broken links
  86. 86. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements • Testing and fixing broken links • Adding further reading (internal and external)
  87. 87. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements • Testing and fixing broken links • Adding further reading (internal and external) • Making the post more scannable
  88. 88. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements • Testing and fixing broken links • Adding further reading (internal and external) • Making the post more scannable • Optimise for SEO
  89. 89. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements • Testing and fixing broken links • Adding further reading (internal and external) • Making the post more scannable • Optimise for SEO • Optimise for sharing
  90. 90. 59 REFRESH THE POST BY… • Fixing any errors • Updating the content for today • Making it longer/more in depth • Adding or improving visual elements • Testing and fixing broken links • Adding further reading (internal and external) • Making the post more scannable • Optimise for SEO • Optimise for sharing • Update Calls to Action
  91. 91. 60 GIVE IT THE CRINGE TEST
  92. 92. 60 GIVE IT THE CRINGE TEST
  93. 93. 61 BUILD MAINTENANCE INTO YOUR EDITORIAL CALENDAR
  94. 94. 62 BE CAREFUL WHERE YOU GO ‘ALL IN’ F O C U S O N T H E R I G H T T H I N G S 9
  95. 95. 63 source: ethority.de/social-media-prisma/ WHERE SHOULD YOU FOCUS?
  96. 96. 64 90% 10% FOCUS ON WHAT CONVERTS Glidecam HD-2000 Hand-Held Stabilizer
  97. 97. 65 FOCUS ON WHAT YOU HAVE MORE CONTROL OVER
  98. 98. 66 WHERE YOU HAVE LESS CONTROL… LEVERAGE AND BE READY TO PIVOT
  99. 99. DOWNLOAD SLIDES & WORKSHEETS PROBLOGGER.COM/MEMBERS AVATAR TEMPLATE TRANSFORMATION EXERCISE FINDING READERS EXERCISE 180 CONTENT PROMPTS
  100. 100. 68

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