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Blog Basics

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This presentation answers both the why and how of small business blogging If you have been thinking about starting a blog for your business these simple and helpful tips will get you started.

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Blog Basics

  1. 1. 2 At its core, marketing is about getting results.
  2. 2. 3 Clicks / downloads Visits to the store / office Reservations / appointments Calls What kind of results? Revenue / donations
  3. 3. Content is currency. Be the source your readers know, like and trust. Answer your customers’ questions. •Why is your content so important? 4
  4. 4. © Constant Contact 2015 WhyContent? –SEARCH! Content Helps People FindYou
  5. 5. When I am Looking forYour Product or Service • Will I FindYou?
  6. 6. Will I FindYou?
  7. 7. © Constant Contact 2015 Three “R’s” Recency, Relevancy, Related Links
  8. 8. Recency 1.When was your site updated last? 2.How often to you update your site? 3.Why does it matter?
  9. 9. Relevancy
  10. 10. Relevancy • Does content match search strings exactly? • How much content does your site contain with a particular search string? • Do page titles, tags and keywords contain relevant strings?
  11. 11. Blogging Fuels Recency & Relevancy • Easy to update • Vary content by page • Search engines typically count each post as a page • Bonus you have content for social and email
  12. 12. Related Links • On the internet, you are judged by the company you keep • Good links are on pages which have: • Influence,Trust, Relevance, • Inbound, outbound and internal
  13. 13. Agenda 14 1.Create 2.Curate 3.Extend 4.Next steps 1. Create
  14. 14. OFFERINGS Education entertainment 15 1. Create expertise Products LISTS tips industry news sales Reports employees RESOURCES links TESTIMONIALS opinions community news STUDIESDATA research holiday seasonal menus Donations Fundraisers FAQs Events Surveys coupons deals TUTORIALS DISCOUNTS RESULTS Updates
  15. 15. Education entertainment 16 1. Create expertise Products LISTS tips industry news sales Reports employees RESOURCES links TESTIMONIALS opinions community news STUDIESDATA research holiday seasonal menus Donations Fundraisers FAQs Events Surveys coupons deals TUTORIALS DISCOUNTS RESULTS Updates OFFERINGS Updates Education entertainment
  16. 16. Write for your audience, not for you. 17
  17. 17. Write for your audience, not for you. 18 38% Unsubscribe if it’s boring Source: MarketingSherpa 32% Send it to spam if it’s irrelevant
  18. 18. How much is enough? • Blogs: • 400 – 600 words • One call to action • Newsletters: • 250 – 400 words • 15 – 20 lines of text • No more than 3 pictures • No more than 3 calls to action
  19. 19. • Use outlines • Keep a list of topics • Show your expertise • Make it look like you Structure makes it easier 20 1. Create ProTips Visit: blogs.constantcontact.com for more content ideas and great design tips
  20. 20. Picture Paragraph Call to action 21
  21. 21. • Avoid Frozen Pipes thisWinter • No,You can’t deduct that • Red or White? Become a wine expert in 3 easy steps • 10Ways to Sell MoreTickets • How do I ensure my pipes won’t burst this winter? • Do I get to deduct mileage I drive from work to home each day? • What’s a simple way to pick the right wine? • How do I get more people to show up at my events? 22 …Into ContentTurn Questions… 2. Harnessing the power of the inbox: Creating great content
  22. 22. ExpertiseEnvironmentBusiness 23 Theme 1. Create Focus on your….
  23. 23. 24 1. Create Stock photo sitesWorking with photos • Choose the right size • Avoid copyright issues • Use your own photos or stock images BigStock http://www.bigstockphoto.com StockVault.net http://www.stockvault.net FreeImages.com http://www.freeimages.com
  24. 24. Source:Animoto, the 2015Video MarketingCheat Sheet Source:The Power ofVisual Content, Market Domination Media 25 • Mention your video in the email subject line • Consumers 50% more likely to read emails that include video • Keep videos under 90 seconds • Use video for product demos, testimonials, promotions • Create a transcript • Post onYouTube 1. Create Make it engaging with videos
  25. 25. Agenda 26 1.Create 2.Curate 3.Extend 4.Next steps 2. Curate
  26. 26. 27 2. Curate Content curation is sharing content from other sources.
  27. 27. 2. Curate Where do you find it? • Check the news • Read blogs • Follow social media • Google Alerts • Subscribe to email lists • Don’t forget to give credit to the original author or source! 28
  28. 28. 2. Curate Share content created by others... • Employees • Members/volunteers • Partners/supporters • Customer/clients 29
  29. 29. • The power of the Roundup • Internal links • External links
  30. 30. • The Group Post • External links • Compound social reach
  31. 31. 32 2. How to write good ones It is All About the Headline Short & Sweet Entertain Warn Inform Hint of mystery Ask Questions: Create urgency Make them think Literary techniques
  32. 32. 33 2. How to write good ones Headless Body Found inTopless Bar
  33. 33. 2. How to write good ones 34 Top 3 reasons 5 Investment Priorities Top 7 concerns AvoidTop 10 Hiring Mistakes 9 BestTips &Tricks 7 Need-to-know strategies Improve any subject line using “top appeal”
  34. 34. Adapt your subject line using “literary techniques” 2. How to write good ones 35 Basic Subject Line Literary Technique Improved Subject Lines June Promotion Onomatopoeia Joe’s Pet Store Newsletter Allusions Mother’s Day Specials Alliteration Sign up for Summer Camp Chunking New EnglandConcert Update: Numbers Splish! Splash ! Oh, the prices we’ve slashed! Cha-Ching! Who let the dogs out?! Pet ShotsThis Saturday Fido’s Got 99 Problems… But Fleas Ain’t One Make Mom’s Morning Miraculous! Cards, Candy and one Cozy Couch Archery, fencing & sailing. Summer Camp 2015 Kids love it. Parents dream about it. Registration is open. 3 Can’t Miss Summer Festivals 16 Bands but only 1 Miranda Lambert
  35. 35. 2. How to write good ones What would you change? Our monthly tax tips Pay less income tax with 3 overlooked deductions New product arrival You asked for it. It’s here. Get a FREEAppleWatch!!! AppleWatch.Want one? 36
  36. 36. Agenda 37 1.Create 2.Curate 3.Extend 4.Next steps 3. Extend
  37. 37. Start with your blog 38
  38. 38. 3. Extend Share it. Email Social Media Sharing tools 39
  39. 39. 40 3. Extend Reach your customers where they are.
  40. 40. 41 3. Extend
  41. 41. 3. Extend Expand your reach with the Social Share tool. 42
  42. 42. Agenda 43 1.Create 2.Curate 3.Extend 4.Next steps 4. Next steps
  43. 43. Remember... write for your audience, not for you. 44 4. Next steps Use links and keep it relevant, short & focused. Use analytics to measure what works best. See which who opened your email, when and what they clicked. ProTips
  44. 44. Get started today… 60-day free trial www.constantcontact.com 45 Resources Learn more... Local resources www.roundpeg.biz/blog Find help... Constant Contact Marketing Resources blogs.constantcontact.com/library Check out blog posts, guides, videos, infographics, recorded webinars and more!
  45. 45. 46 Questions?

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