The document discusses business blogging and content marketing strategies. It recommends defining your audience and their needs, then tailoring content to address problems, challenges, and opportunities from their perspective. Metrics showed that over time, total social media following and content views increased, indicating the success of a content-focused approach. The future of content is predicted to involve more mobile and video interaction, an evolution of social presence, and interactive blogs.

1. Business blogging
Christopher Wellbelove, Senior Digital Brand Manager, BT Group
@wellbelove

2. About me
• 14 years online experience with BT
• Cable TV, Media & Broadcast, Internet
kiosks and networked IT and business
solutions
• Search and Social Media
• Digital Brand
• Elected Labour councillor 2006
• Deputy Cabinet member for housing
• Mayor of the London Borough of Lambeth
2009 - 2010
@wellbelove
© British Telecommunications plc

3. Business blogging
Content is king

4. Content is king
newsletters
Website / event
Virtual invites /
Showcase feedback
search
SEO / PPC
social email
channels
signatures
social media intranet
engagement
@wellbelove
© British Telecommunications plc

5.  Define your audience
 Discover their needs
 Tailor you content to match their
requirements#
@wellbelove
© British Telecommunications plc

6. @wellbelove
© British Telecommunications plc

7. Content
 Show them how to solve their problems.
 Show them how to overcome their
challenges.
 Show them how to benefit from
opportunities.
 Show them where the opportunities are,
if they can’t already see them.
 …and most of all, show them you are
focusing on their world!
@wellbelove
© British Telecommunications plc

8. @wellbelove
© British Telecommunications plc

9. @wellbelove
© British Telecommunications plc

10. @wellbelove
© British Telecommunications plc

11. Bt.com/viewpoint
@wellbelove
© British Telecommunications plc

12. @wellbelove
© British Telecommunications plc

13. Beyond the blog
Socialising your content

14. iTunes
Audioboo
LinkedIn
Blog
Netvibes
Delicious
Reddit
Digg
Scribd
Ecademy
Twitter
Email magazine
Twylah
Facebook
Vodpod
Flickr
Xing
Friendfeed
yfrog
Hunch
YouTube
@wellbelove
© British Telecommunications plc

15. Content funnel
Popular content identified
and additional angles
looked at
location
promoting
@wellbelove
© British Telecommunications plc

16. @wellbelove
© British Telecommunications plc

17. Content anywhere
@wellbelove
© British Telecommunications plc

18. Results
Content for a social age

19. Results
35000
Jul-10
30000 Aug-10
Sep-10
25000 Oct-10
Nov-10
20000 Dec-10
Jan-11
15000 Feb-11
Mar-11
10000 Apr-11
May-11
Jun-11
5000
Jul-11
0
Total Social following
30000 May-10
Jun-10
Jul-10
25000
Aug-10
Sep-10
20000 Oct-10
Nov-10
15000 Dec-10
Jan-11
10000 Feb-11
Mar-11
Apr-11
5000
May-11
Jun-11
0 Jul-11
Total views
@wellbelove
© British Telecommunications plc

20. Looking to the future
Bringing it all together

21. The future
@wellbelove
© British Telecommunications plc

22. The future
@wellbelove
© British Telecommunications plc

23. The Future
 Rise of the trusted voice
 Mobile interaction – instant
 Video
 Evolution of social presence
 Interactive blog
@wellbelove
© British Telecommunications plc

24. about.me/wellbelove
@wellbelove
/in/wellbelove
wellbelove.com
christopher.wellbelove@bt.com
@wellbelove
© British Telecommunications plc

25. Thank you
Christopher Wellbelove, Senior Digital Brand Manager, BT Group
@wellbelove