Build a Sustainable Business Blog - Content Strategy for Readers and Google
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Because Google treats each blog post as a new page, a business or organization can get more bites at the apple with a sustainable blogging strategy. Start by shifting your perspective from "business owner" to consumer or prospect. How to do it, with a mix of types of posts, where to find content, planning tips and more. Originally presented on Saturday, May 4, 2013 at PodCamp Nashville.
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Build a Sustainable Business Blog - Content Strategy for Readers and Google
- 1. Copyright 2013, Content that Connects and Pamela Coyle 1
- 2. Each Blog Post=New Page Copyright 2013, Content that Connects and Pamela Coyle 2
- 3. . Improve organic traffic, lead generation, brand awareness, engagement with a blogging strategy that targets both keywords and customers ONE BITE AT A TIME Copyright 2013, Content that Connects and Pamela Coyle 3
- 4. But how? Copyright 2013, Content that Connects and Pamela Coyle 4
- 5. Change your perspective. You see apples close- up but not the orchard. You have “Business Owners’ Disease.” Copyright 2013, Content that Connects and Pamela Coyle 5
- 6. A good blog helps customers find your orchard and their way through it. Copyright 2013, Content that Connects and Pamela Coyle 6
- 7. But what will we blog about? Plenty…….if you stop thinking like a business owner and start thinking like a customer or client. Copyright 2013, Content that Connects and Pamela Coyle 7
- 8. Customer Stories Potential and current customers like to read about people like them. Like grapes, one is never enough and readers will come back for more. Copyright 2013, Content that Connects and Pamela Coyle 8
- 9. Tips and Lists People love them because they are easy and quick to read. They will share them. Like a pineapple, one goes a long way. Copyright 2013, Content that Connects and Pamela Coyle 9
- 10. Company Information Make “announcements” into “stories” about services, products, staff and community involvement. Like bananas, such posts are satisfying. Copyright 2013, Content that Connects and Pamela Coyle 10
- 11. Hot Topics and Trends Leverage news, industry surveys and local events to keep the website fresh. Like pears, such posts are trendy. In a good way. Copyright 2013, Content that Connects and Pamela Coyle 11
- 12. Q & As Q&As with company players, experts and clients showcase company culture. Like oranges, such posts show an organization is healthy. Copyright 2013, Content that Connects and Pamela Coyle 12
- 13. Video Capture some talking fruit – staff, clients, customer submissions Shows willingness to meet people where they are – on YouTube Copyright 2013, Content that Connects and Pamela Coyle 13
- 14. Before you start Invite ideas - don’t dictate Think about voice, tone and goals Think RELATED information A good blog is generous A good blog isn’t pushy Don’t make it all about you 50-50 mix at first, get to 25-75 Bank 4 to 6 posts before you publish Copyright 2013, Content that Connects and Pamela Coyle 14
- 15. PLAN and CALENDAR Think in terms of clients’ decision-making cycles Dovetail with marketing calendar BUT stay ahead of traditional advertising Leverage local events Pick 3 or 4 themes Loose quarterly plan, specific monthly plan Copyright 2013, Content that Connects and Pamela Coyle 15
- 16. Where to look Customer letters Industry white papers, studies, surveys Social media – invite happy clients to contribute How you solved a customer’s problem Product reviews Employees – why the stay, like their jobs Fun facts Company history, annual reports, photos Events in which you or team participate How business is changing Tips on using your product/service Have prospects write Customer videos Personality, character hobbies Copyright 2013, Content that Connects and Pamela Coyle 16
- 17. What Potential Customers Want Copyright 2013, Content that Connects and Pamela Coyle 17
- 18. What Potential Customers See Copyright 2013, Content that Connects and Pamela Coyle 18
- 19. What Google Sees Copyright 2013, Content that Connects and Pamela Coyle 19
- 20. Copyright 2013, Content that Connects and Pamela Coyle 20 http://content-connects.com/pcn13 http://musiccitywebsessions.com/
Editor's Notes
- Google search algorithms treat each blog post AS A SEPARATE WEB PAGE. Cannot stress this enough.
- But the world that you and your competitors inhabit is filled with orchards, each with hundreds or thousands of apple trees, each with hundreds or thousandsof apples. Number of kinds of apples? How can you help potential customers find the ones you have – the ones they are looking for?
- More than a testimonial, with good writing, careful SEO and enough detail so readers can identify with the customer and see themselves in the same place.
- Tips and Lists. People love them. Give people who visit your site some free advice. They will come to think of your company and a trusted resource and may want more - and be willing to pay for it. Pineapple ( one can go a long way)
- Informative posts. About leadership, communication, etc., and how what DC does helps people do what they do better. Brand Journalism is the hot new word but the idea isn’t new - marketing with a subtle sell designed to give potential customers information but also build trust. Banana - Example. (bananas are very satisfying)
- News/industry trends: Jump on something in the news that applies to lack of communication, how new generation is more isolated and doesn’t know how to act in professional setting, whatever, write a few paragraphs and link to the piece. Pear. Example from FranNet. Pears are trendy.