The document outlines an agenda for a class on blogging that includes introductions, a lecture on blogging, a review of blog platforms, and a discussion of why blogging is important for content marketing and search engine optimization. It provides information on choosing a blog platform based on purpose, technology, ease of use, costs and other factors. The document also discusses best practices for creating great blog content, including knowing your audience, resources, voice and focusing on creating timely, significant content of human interest.

1. COCC Blogging
by Suzanne Bell
http://www.linkedin.com/pub/suzanne-bell/6/939/296
@BellMarketing
http://coccblogging.wordpress.com

2. Agenda
• Introductions
• Class expectations
• Blogging lecture
• Break
• Blog platform
review
Retrieved online at stocksnap.io

3. Introductions
• Name
• Company
• Why are you taking
this class?
Retrieved online at stocksnap.io

4. What is a blog?
4
source: https://codex.wordpress.org/Introduction_to_Blogging

5. Blog platforms
5

6. Choosing
• Purpose
• Technology
• East of use
• SEO
• Costs
• comparison
6

7. Blog Platforms Cont.
7

8. Why Blog?
• Blog =
– original content
– thought leadership
– shareable information that promotes company as a “go-to”
resource
– dialogue with your audience
– better ROI for sales.
• What is Content Marketing?
– content marketing is the art of communicating with your customers and prospects without selling (via
contentmarketinginstitute.com)

9. 9
Our Market
Text
Retrieved online at dr4ward.com

10. Digital Shift in Media Consumption
10

11. The (Digital) Sales Funnel
11

12. Purchase Decision Influence
12

13. Smart Marketing: Inbound vs.
Interrupt
13

14. Smart Marketing: Inbound vs.
Interrupt
14

15. The 3Cs of SEO
15
Content
Code
Credibility

16. Slicing The Pie
16

17. SERP Real Estate Breakdown
17

18. Digital Ad Spend Breakdown
18

19. Mobile Search
19
– Search is still the core discovery tool with
mobile users (54%)
– Google mobile search offers different icons,
results & ad formats
– Mobile search surpassing desktop
– Mobile search shifting to apps
– Non-responsive sites will be penalized

20. 20

21. 21

22. 22
Greatest Challenge

23. Great Content = Mastering The Basics
• Know your audience
• Know your resources
• Know your voice
• Dialog
– it’s not about pushing content.
Retrieved online at marketingthink.com

24. Know your audience.
• Who is your target audience?
• What matters to them?
• How can your company matter
to your audience?
• What unique perspective can
your company offer?
• Why do you want to begin?
Retrieved online at marketingthink.com

25. Examine your resources.
• Is there a champion at
executive level?
• Who will write, edit, review, post
blog?
• What resources do you have for
writing?
• How often will you post?
• What will you post?
• What department owns
content?
• How do you measure success?
Retrieved online at prdaily.com

26. 26
Great Content Recipe = News
• Timely
• Significance
• Proximity
• Prominence
• Human Interest
– source:
http://www.mediacollege.com/journalis
m/news/newsworthy.html
Retrieved online at dr4ward.com

27. Example format and voice.
• Video
– http://www.youtube.com/user
/charlestrippy
– http://www.willitblend.com
• Photo
– http://twistedsifter.com
• Article-focused
– http://www.theverge.com