This document provides guidance on using blogging to market a business with less effort. It discusses how blogging can attract and engage website visitors to build a customer community through quality content and storytelling. The document recommends choosing a content management system like WordPress, using plugins to enhance functionality, linking to a Google author profile, creating buyer personas and editorial calendars, sharing others' content on social media, and focusing on value over search engine optimization. Hiring a copywriter is also presented as an option for business owners who don't enjoy writing.

1. How to Do Less Marketing
and Find Freedom
Blogging + Your Business

2. (what is it?)

3. Blog (short for web log):
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A place to publish quality content
Attract new website visitors//customers
Keep your existing visitors engaged
Show thought leadership

6. Blog vs. website…
what’s the difference?

7. A blog is a website
(it’s just more dynamic)
• Findability (automatically notifies search
engines)
• Flexibility
• More interaction means more opportunity to
build a bigger community

8. A platform to tell your story

9. Why Tell Stories?

10. Shifting mindset…

11. Evokes emotions
Not just any emotions…but the RIGHT emotions.

12. Set up your blog:
Choose your CMS (content management
system):
1. Tumblr
2. Squarespace
3. WordPress

13. wordpress.org
vs.
wordpress.com

14. WordPress.org Pros:
• Complete control over the look and feel of
your site
• You can install any WordPress plug-in to
extend the functionality of your site
(very powerful and inexpensive way to add
functionality)

15. WordPress.org Cons:
• More technical set-up (FTP access)
• Need a hosting provider (Bluehost charges
around $6.95/month)
• Need to manage your own backups (but free
plugins automate this easily)

16. WordPress.org back-end

17. Must have plug ins:
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Akismet
Google Author Link
Livefyre (real time comments)
W3 Total Cache (improves speed and user
performance of your site)
• Nice to have: Social Metrics

18. Link your Google+ profile with the
content you create

19. What kind of blog do you want to
create?
Do a buyer persona
– An example of a real person buys, or might
buy, your products or services.
– Informs messaging and content marketing
decisions.
Create editorial calendar to create
consistency with your blogging efforts

20. Jab, Jab, Jab, Right Hook
@garyvee

21. Blogging 101
• Add value to your customers.
• Be original + unique (do NOT steal content).
• Create meaningful content (not just content
for SEO purposes)
• Publish content consistently.

22. Natural, human conversation is the true
language of commerce.
- The ClueTrain Manifesto

23. Use Social.Media
• Connect with other like-minded people
• Share their content (don’t just share your
content)
• Build meaningful relationships

24. Quick Review…
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Be yourself
Write for your customers
Be human
Be accessible
Don’t write purely for SEO
Link your Google Authorship
Connect with others
Build your audience

25. What if you’re not a writer?
Many business owners are not bloggers.
It takes tons of time to create high-quality
content.
Work with a copywriter or content strategist.
Find the right people to help you.

26. What you’re doing is bigger than just
Blogging
• Possibility
• Opportunity (finding more time + freedom)
• Creates a community and a sense of belonging

27. You’re creating meaningful change by:
• Starting conversations
• Speaking up
• Having a voice
• Telling your story
• Bringing in revenue for your business

28. Questions?
Visit: www.jessicaannmedia.com
Email: jessica {at} jessica ann media dot com
(no spaces)
Twitter: @itsjessicann
Google+: Jessica Ann

29. Photos courtesy of: