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Jay Baer
      Convince & Convert
      www.convinceandconvert.com
      www.nowrevolutionbook.com
      @jaybaer


Sign me
at
4:15pm!
@jaybaer




SelleckWaterfallSandwich.tumblr.com
@jaybaer




HungoverOwls.tumblr.com
@jaybaer




AwkwardStockPhotos.tumblr.com
@jaybaer




Your blog plays a serious role in your business.
You make money from your blog (directly, or
indirectly).
You want to improve your blogging results and
break through to the next level of success.
@jaybaer



ConvinceAndConvert.com
@jaybaer



                     ConvinceAndConvert.com


Blog began July 1,
2008
4 themes
Design by
Copyblogger
Media/Studiopress
Genesis platform
660 posts
75 authors (~500
posts from me)
~50,000
visitors/month
@jaybaer



                     ConvinceAndConvert.com


#1 content
marketing blog
(Junta42)
Top 10 social
media blog (Social
Media Examiner)
Top 20 marketing
blog (AdAge)
@jaybaer




Social and Content Accelerators
Corporate and Agency Clients
Involved in Dozens of Blog and Content
Marketing Scenarios Each Week
@jaybaer




                   Social




            Blog     Sponsorship Revenue




                Speaking
Speaking       Engagements
Revenue



                      Consulting Revenue
           Clients
We’re in This
Together




          Flickr: pitel
1
@jaybaer




My Mom Read it First
@jaybaer




                                                             Exactly 3 years before I
      2008                                                    made my first nickel



      2009


      2010
                                  Direct Revenue
      2011


2012 (proj)


              $-   $20,000   $40,000   $60,000     $80,000
2
@jaybaer




Blogging is an information meritocracy
Blogging is the most competitive form of
communication other than word of mouth
For whom are you writing?
Better to be the favorite blog of fewer people than
to be the “meh” blog of a larger group of people
@jaybaer
Key Question:




    “Because of this
    blog, <specific audience or
    persona> will <specific
    benefit>.”
@jaybaer




Better understand what you’re creating, and for
whom
Especially useful exercise for group blogs
Write 50 headlines of posts you could (and would
want to create)
Identify the questions you’ve answered and the
topical scatter pattern
Who needs those answers? That’s your audience
@jaybaer




1.   Digital Marketing for
     Agencies
2.   Email and Social
     Confluence for Marketers
3.   Social Media for Marketing
     Directors and Owners
4.   Social and Content
     Acceleration for Social
     Media and Content
     Managers
                        SocialPros.com
3
@jaybaer
@jaybaer




Don’t value inspiration over perspiration
You always have “something to say”
Every post has value to your audience, and to   your
business
@jaybaer




               6,883
7000
6000
5000
4000   2,959
3000
2000
1000   14      25
   0
                       Posts
                       Visits
@jaybaer




Before 2/5/12:
   3 posts per week, 2
   (or 3) by me
After 2/5/12:
   4 posts per week, 1
   by me
      Guest post
      Staff post
      Podcast transcript
4
@jaybaer




Move beyond the word
   Interviews
   Videos
   Podcasts
   Presentations
   Surveys
Publish at least one non-standard post
each week
@jaybaer




Kikolani.com
@jaybaer




BusinessesGrow.com/blog
@jaybaer




ConvinceAndConvert.com
@jaybaer




TheRiseToTheTop.com
@jaybaer




SocialMediaExaminer.com
@jaybaer




TomReadsHisSpam.tumblr.com
5
@jaybaer




TheSalesLion.com
@jaybaer




Give away knowledge snacks to sell
information meals
How far will you open the kimono?
@jaybaer




OpenviewPartners.com
@jaybaer




TheSalesLion.com
Quote to Remember:




    “Giving someone a list of
    ingredients doesn’t make
    them a chef.”
6
@jaybaer




Something special you can put in your editorial
calendar every week
Your ONE Thing
Makes content planning much easier
@jaybaer




SpinSucks.com
@jaybaer




TwistImage.com/blog
@jaybaer




Twitter20.com
7
@jaybaer




Unless you’re selling ads, traffic has very little
inherent value
It’s about behavior, not page views
Your blog must have an overall Call-to-Action and
each post should have one too
@jaybaer
Key Question:




    “After visiting this blog, I want
    readers to do <action>.
    Second best is <action>. At a
    minimum, <action>.”
8
@jaybaer




Community drives repeat visits and sharing behaviors
“The difference between an audience and a
community is the direction the chairs are facing.”
             -- Chris Brogan
@jaybaer




Welcome
Facilitate
Answer       ConversationAgent.com

Connect
Thank
@jaybaer
@jaybaer




Your community isn’t your validation, you are (and
the numbers are)
You want community, but you don’t need it
Blog comments are not a business model – nor even
a particularly sound metric
9
@jaybaer
@jaybaer




   4 Years Blogging.
New Visitor % is still 70%.
@jaybaer




Home page is landing
page for 14% of visits.
@jaybaer




InboundWriter.com
Key Question:




    “What search term will people
    use to find this post in
    Google, realistically?”
10
@jaybaer




What is your REAL goal?
Your REAL goal is something that sustains you
   Blog comments isn’t a real goal
   Blog traffic isn’t a real goal
   Retweets isn’t a real goal
      Each of these is a link in the chain toward your real
      goal (maybe)
@jaybaer




Number that count up from zero are usually inferior
to ratios and percentages
Set up Goals, Funnels, and Events tracking in Google
Analytics to measure behaviors that drive
sustainability and financial meaning
Even if you don’t sell online, there are behaviors
that matter to your business
@jaybaer




 % visits to newsletter
page, and conversions
   (subscriptions)
@jaybaer




% visits to podcast page
@jaybaer




% visits to speaking page
@jaybaer




% visits to consulting pages
@jaybaer




After looking at top-level goal completions and
ratios, examine where those conversions are coming
from
   Search? Which keywords? Which posts?
   Social? Which venues? Which tweets/updates?
   Use Google’s new Assisted Conversions to credit appropriately
11
@jaybaer
@jaybaer




Slideshare!! (connect to Linkedin, too)
Scribd
Comments on other blogs (huge, especially at first)
YouTube
Pinterest
Instagram
Podcasts
Etc. etc.
Quote to Remember:




    “Think small. You need to be a
    digital dandelion.”
12
@jaybaer




Do More Icons = More Shares?
Scrolling or non-scrolling?
Do you support the new kids on the block?
   Pinterest
   Buffer
Industry-specific sharing buttons?
@jaybaer




Build a well of good will
Shine the light on others, and the light will shine
back on you
It’s not quid pro quo, but if you want your content
to be shared, be a great sharer
Share down, not just up
@jaybaer




It matters. A lot.
Lists still work
Unexpected words
Incorporate keywords
Download these
slides:
slideshare.net/jaybaer




     Convince & Convert
     www.convinceandconvert.com
     www.nowrevolutionbook.com
     @jaybaer
Jay Baer
      Convince & Convert
      www.convinceandconvert.com
      www.nowrevolutionbook.com
      @jaybaer


Sign me
at
4:15pm!

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12 Imperative Must Dos for the Serious Blogger

Editor's Notes

  1. Everything rides on content. Without it, the program is nearly non-existent, invisible.Content is fuel for the marketing engine.
  2. Match what the audience wants with what your business has to offer
  3. Match what the audience wants with what your business has to offer