Slides from Dublin Entrepreneurial Center presentation - Promote your Business by Blogging - by Doug Evans
Program:
Blogging can be an effective tool for promoting your business in this increasingly connected world of social media. New tools are making it easier than ever to join – and even lead – the online conversation in your field of expertise.
This session will provide tips to enhance your brand – both professional and personal – through a well-crafted blogging strategy.
Topics covered will include:
· Incorporating a blog into your marketing strategy
· Finding your voice
· Promoting your content through third parties
· Establishing a ‘Social Contract’ with your audience
Presenter:
Doug Evans
Doug is a versatile marketing and communications professional with experience that spans a wide variety of industries and work environments, including; major national bank, Silicon Valley software company, small private business, and non-profit. In addition to starting the DEC’s blog, he is a frequent contributor to the business-focused blog SuccessfulWorkplace.com.
To connect with Doug, visit http://www.LinkedIn.com/in/dougevans
4. Agenda
Why Blog?
Incorporating a Blog into your Marketing
Strategy
Finding your Voice
Promoting Your Blog
Establishing a Social Contract
Developing Content Ideas - Exercise
5. Why Blog?
Writing Creates Opportunity
Newsletters are dead
Assert your expertise
Promote your business
Improve SEO
Promote your Customers
Promote your Partners
Promote your Employees
Answer commonly asked questions
Provide a destination for prospects to visit
Educate your own team – If I know something,
everybody should know it.
6. Incorporating a Blog into your
Marketing Strategy
Enhance Marketing Campaigns
Product Launches
Customer Spotlights
Company Events
But keep it flexible
8. Finding Your Voice
Who should blog?
YOU choose your expertise
Tone of Voice
Provocative, Catchy Titles
Not a Manifesto
Get a trusted editor
10. Boeing – Randy‘s Blog
Personal Voice
Views / Perspective
‗From the Road‘
Great, Exclusive
Visuals
11. IBM – The IBMblr
Highlight innovation
through video /
infographics
12. Google – The Google Blog
Breaking news for
the organization
13. TheSalesLion.com:
Top Qualities of the Best Blogs
1. They answer the basic consumer questions first and foremost.
2. They don‘t suffer from the curse of knowledge.
3. They don‘t try to impress readers because they know that
happens naturally with great teaching.
4. They don’t brag about themselves, their company, and why
they‘re so awesome.
5. They are willing to have a conversation below the post (in the
comments section) or behind the scenes via email.
6. They don‘t waste words, and if they can state it shorter, they
do.
7. The owner/CEO of the company is involved and also is a blog
contributor.
8. They include at least one image on every post.
9. They make it readable by using short paragraphs, bullets,
headers, etc.
10. They include video as much as possible.
11. They address subjects no one else in their industry is willing to
address.
12. If they see something wrong in their industry, they tactfully
call-out the action, person, or company doing it.
13. They leverage as many employees as they can in the content
curation process, and see every member of their staff as a ―blog
contributor.‖
14. They don‘t have a bunch of frivolous red tape, filters, and
stupid management teams holding up every blog article that‘s
written.
15. They have thick skin and don‘t back down as soon as
someone doesn‘t like what they have to say.
16. They are very consistent in their writing schedule, and most
post at least twice per week.
17. They recognize the importance of great content combined
with solid SEO, and don‘t turn their back on either one of the two.
18. They don‘t like to waste the time of their readers.
19. They never talk about their silly company picnic, employee
retreat, etc.
20. They look to shine light on others ―doing it right‖ in their
industry.
21. They don’t try to make everyone happy.
22. In fact, they push customers out of the sales funnel as much as
they push customers down the sales funnel, all for the pursuit of
building the right tribe and creating the right clients.
23. They don‘t care about their competitors stealing their ―secret
sauce‖ because, well, it’s likely not a secret anyway.
24. Their writing has personality, flair, and passion—the opposite
of a college lecture hall.
25. They don‘t give a rip about metrics that don‘t mean a dang
thing…like Klout.
26. They don‘t bury their head in the sand when it comes to
addressing issues (good, bad, and ugly) their readers are thinking
about.
27. They are the best listeners in the world because they
understand that listening to customers is all they really need to do
in order to have unlimited ideas for blog content.
28. They are master storytellers.
29. They talk about their customers way more than they talk
about themselves.
14. TheSalesLion.com:
Top Qualities of the Best Blogs
1. They answer the basic consumer questions first and foremost.
4. They don’t brag about themselves, their company, and why they‘re so awesome.
5. They are willing to have a conversation below the post (in the comments section)
or behind the scenes via email.
7. The owner/CEO of the company is involved and also is a blog contributor.
10. They include video as much as possible.
11. They address subjects no one else in their industry is willing to address.
13. They leverage as many employees as they can in the content curation process,
and see every member of their staff as a ―blog contributor.‖
15. They have thick skin and don‘t back down as soon as someone doesn‘t like
what they have to say.
18. They don‘t like to waste the time of their readers.
19. They never talk about their silly company picnic, employee retreat, etc.
23. They don‘t care about their competitors stealing their ―secret sauce‖ because,
well, it’s likely not a secret anyway.
24. Their writing has personality, flair, and passion—the opposite of a college lecture
hall.
Source:http://www.thesaleslion.com/qualities-best-business-blogs-world/
15. TheSalesLion.com:
Top Qualities of the Best Blogs
25. They don‘t give a rip about metrics that don‘t mean a dang thing…like Klout.
28. They are master storytellers.
30. They write with passion and clarity.
33. They see themselves as ―teachrs‖ and ―educators.‖ This is not just a blog thing, it’s
a cultural shift within the company.
35. They see everything their business does, every service it renders, and ever
product it carries, as a content opportunity.
38. They know by ―giving it away‖ they will receive way more in the long run than
their competitors who hoard information, thought, and industry best-practices.
39. They make the time to blog when there is none.
42. Even though their goal is to educate, they still understand the power of subtle
selling, calls-to-action, etc.
44. They are willing to be imperfect, make mistakes, and learn as they go.
47. They show gratitude, support, and sincere appreciation to those
readers, fans, and other companies that support them.
50. They love what they do. They do it well. And they are relentless in their pursuit of
excellence.
Source:http://www.thesaleslion.com/qualities-best-business-blogs-world/
16. SuccessfulWorkplace.com:
The ―Social Contract‖
Provide something of value
Don‘t over-brand
―Cover Your Friends‖ (and others)
Be a two way street
Source:
SuccessfulWorkplace.comhttp://successfulworkpla
ce.com/2013/01/23/4-reasons-you-are-losing-
followers/
17. Promoting Your Blog
Your Business
Website – Front Page
Email
Social Media – Twitter / Facebook / LinkedIn
Your Professional Network
LinkedIn – Stories & Discussion Groups
Your Personal Network
Facebook
Friends
18. Coming Up with Content
Start thinking like a customer
Anticipate and Negate the Negatives
Topics in the News
Exercise
20. Resources
50 Qualities of the Best Business Blogs in the World
http://www.thesaleslion.com/qualities-best-business-blogs-world/
4 Reasons You’re Losing Followers (The Social Contract)
http://successfulworkplace.com/2013/01/23/4-reasons-you-are-losing-followers/
How to Come Up with 100 Blog Articles for Your Business in 10 Minutes or Less
http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-for-your-
business-in-10-minutes-or-less/
Top 40 Corporate Blogs
http://www.prdaily.com/Main/Articles/40_of_the_best_corporate_blogs_to_inspir
e_you_12645.aspx
Top 50 Corporate Blogs
http://www.invesp.com/blog-rank/Corporate_Blogs
Intro to WordPress Class a The DEC
http://www.meetup.com/WordPressSmallBusiness/events/112288602/