The document is a presentation on B2B blogging strategies, emphasizing the importance of keyword optimization, content engagement, and lead generation. It highlights best practices for blog management, including establishing guidelines, leveraging social media promotion, and utilizing analytics for effective marketing. Key takeaways include creating valuable content for diverse audiences and maintaining discipline in posting and promotion.

1. Online Marketing SummitMINNEAPOLIS | JUNE 25, 2010Advanced B2B BloggingGalen De YoungManaging DirectorProteus B2B 1

2. TodayBenefits of B2B blogging

3. Keyword strategy

4. Optimizing the blog & posts

5. Content

6. Driving engagement

7. Leveraging blog for lead gen

8. Promoting blog & posts

9. Managing the corporate blogging process

10. Meaningful metrics2

11. Why B2B Marketers Should be BloggingDemonstrate thought leadership, expertise

12. Platform with personal voice

13. Glimpse of what it would be like working with you

14. Reduces prospective buyers’ risk perceptions

15. One of the best ways to build organic links to your corporate domain

16. Drives relevant traffic

17. Builds trust authority of corporate domain—better search visibility3

18. Results of Targeted, Once-a-Week Blogging4

19. Effective Keyword Strategy5

20. Challenges in B2B

21. No agreed-upon lexicon in most industries

22. Internal lingo doesn’t match market use

23. Implication

24. Diverse set of keywords and variants requires substantially more organic landing page

25. Paradigm

26. You need to view your site and the blog within it as a series of landing pages, each built for a specific keyword target6

27. 7

28. Keyword Research & ContentHead terms

29. 1-2 word phrases

30. Long tail

31. Other likely words/phrases searches will use or add to refine search

32. Variants, singular/plural, word order

33. Branded and non-branded keywords

34. Targeted is better than popular

35. Remember the buying cycle

36. Members of the buying team + influencers (personas)

37. Review your analytics8

38. 9By ProblemComponent of SolutionProduct/SolutionTheir IndustryHow Will They Form Queries?Place in Buying CycleYour IndustryPeople or ProfessionalsGeography

39. Keyword ResearchKeyword Discovery

40. Wordtracker

41. WordStream

42. Google AdWords Keyword Tool

43. Read (RSS)

44. Social media monitoring

45. Listen

46. Customers & prospects, competitors, social media, sales staff, media, conversations, industry consultants, seminars…10

47. Map Keywords to Site ArchitectureKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeyword11Verify via Analytics

48. Use Blog to Fill Holes in Keyword StrategyKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeywordKeyword12Blog

49. Optimizing BlogPlatform & Posts13

50. Where to Place the Corporate BlogBlog.wordpress.com(hosted)Blog.YourDomain.com(sub-domain)YourDomain.com/blog (folder level)YourDomain.com/healthcare-consulting-blogAt folder levelIncludes primary keywords14

51. Optimizing Blog PlatformMake sure you have the ability to: