Overview: Blogging Your Brand

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This month we'll explore the topic of Blogging Your Brand. Join us for this webinar as we get an overview of how important blogging is for your organization.

Definition - Blog
“A regularly updated website or web page, written in
an informal or conversational style”
Elements:
• Multiple authors
• Comment threads per post
• Categorization that can align to your taxonomy
• Multi-media

Attracting Visitors
• Search Play
• New, recent content
• Ranking on search engines
• Shareable via social media

Converting Visitors
• Content Play
• Promote offers (CTAs!)
• Position as Thought Leadership
• Build relationship

Know Your Audience
• Content
• Personality
• Offers
• Taxonomy
Personas!

Positioning
• Relevant Topics
• Industry Expertise
• Recognizable authors
• Taxonomy
• Tone of Voice
• Formal vs Informal
• Imagery – Playful or Stock Photography?
• Language – Industry speak or “tell it like it is”?
• Call to Actions
• Offers – Hard or Soft Sell?

Framework & Approach
• Get working on those personas
• Identify your goals
• Lead with Attracting or Converting?
• One blog or two?
• Find those authors
• Plan and integrate into your digital content
editorial calendar
• Repurpose content
• Cross promote via other social channels

Gotchas
• “Set it and forget it” – no measurement
• Diversity of Topics
• Diversity of Authors
• No Consistent Keyword Strategy
• Scheduling

Everyone has an opinion about their website, but the bottom line is that it’s either performing or it’s not. Many times the problem is far bigger than red versus blue or how you choose stock photos. The problem with an under-performing website is its inability to: • Clearly start the sales conversation • Provide a clear path to conversion • Lead visitors through content that matters to them This presentation provides direction on important metrics you need to consider before you agree to change anything on your website.

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Overview: Blogging Your Brand

1. Overview: Blogging Your Brand

2. Powerful Tools at Your Fingertips

3. Definition - Blog “A regularly updated website or web page, written in an informal or conversational style” Elements: • Multiple authors • Comment threads per post • Categorization that can align to your taxonomy • Multi-media

5. Attracting Visitors • Search Play • New, recent content • Ranking on search engines • Shareable via social media

6. Converting Visitors • Content Play • Promote offers (CTAs!) • Position as Thought Leadership • Build relationship

7. Your Brand

8. Know Your Audience • Content • Personality • Offers • Taxonomy Personas!

9. Positioning • Relevant Topics • Industry Expertise • Recognizable authors • Taxonomy • Tone of Voice • Formal vs Informal • Imagery – Playful or Stock Photography? • Language – Industry speak or “tell it like it is”? • Call to Actions • Offers – Hard or Soft Sell?

10. Why is it Important? • What are your goals – why do this? • Think Inbound – Attract Visitors & Convert to Leads • Reports say that 25% of your list will go bad each year • Blogging will attract visitors • Lead with brand to get the IDEAL visitor

11. Part of Social Strategy Do: • Fold blog into your social media strategy • Map out your personas • Align on voice / content / keywords • Follow consistent structure & schedule Don’t: • Don’t go rogue • Don’t stray too far from your brand • Don’t post blogs that negate your thought leadership (no sales!) • Don’t be scared of comments

12. Framework & Approach • Get working on those personas • Identify your goals • Lead with Attracting or Converting? • One blog or two? • Find those authors • Plan and integrate into your digital content editorial calendar • Repurpose content • Cross promote via other social channels

13. Gotchas • “Set it and forget it” – no measurement • Diversity of Topics • Diversity of Authors • No Consistent Keyword Strategy • Scheduling

14. Recap – Blogging Your Brand • Valuable tool to attract visitors (and convert them) • Incorporate into your digital content calendar & promotions • Align to your brand • Be authentic • Be strategic More in March: • Best Practices & Who’s Doing it Well: March 11th • Measure for Success: March 25th

Overview: Blogging Your Brand

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