Victoria Edwards provides a guide to making blog content more effective with 5 steps: 1) Don't isolate content from other sites, 2) Optimize the blog through sidebars, calls to action, images and author pages, 3) Focus internal efforts to promote content across departments, 4) Promote content aggressively through social media, and 5) Repurpose content into other formats to extend its reach. The document includes tips for each step and examples of optimizing images, categories, and promoting on platforms like Twitter, Facebook, and Google+.

1. VICTORIA EDWARDS
MARKETING MANAGER
4 Steps to Making
Your Blog Content Work
Better For You
@TallChickVic

2. Who am I?
@TallChickVic

3. Overview
1. Don’t Isolate Your Content
2. Optimize Your Blog
3. Focus Efforts Internally
4. Promote, Promote, Promote
5. Repurpose Content
This is a random picture of my dog, Ozzie
@TallChickVic

4. 1. Don’t Isolate Your Blog Content
@TallChickVic

5. Don’t Isolate Your Content
@TallChickVic

6. 2. Optimize Your Blog!
 Optimize Your Sidebar
 Use Call to Actions
 Use the Right Plugins
 Put Effort into Your Images
 Have an Author Page
 Do Research on Categories
@TallChickVic
This is a random picture of my dog, Louie

7. Have a Sidebar!
@TallChickVic

8. Optimize Sidebar
@TallChickVic

9. Things to Have in Your Sidebar
@TallChickVic
 Social Media Buttons
 Categories
 About the Authors Page
 Calls To Action

10. Types of Call to Actions
 Email Signup
 Feedback Boxes
 Downloadable Forms/eBooks
 Promote Campaigns
@TallChickVic

11. Use the Right Plugins
 Scribe
 Yoast
 WP Touch
@TallChickVic

12. Put Effort into Your Images
 Take the time to create, find, and optimize your
images
@TallChickVic

13. Why Optimize Your Images?
Americans with Disabilities Act (ADA)
Requires that businesses and nonprofit services providers
make accessibility accommodations to enable the disabled
public to access the same services as clients who are not
disabled. This includes electronic media and web sites.
@TallChickVic

14. Google Imagepocalypse
What do I do now?
http://www.definemg.com/how-googles-image-search-update-killed-image-seo/

15. How to Optimize Your Images
 Focus on keywords
 Make image filename keyword friendly
 Use alt parameters (2 to 4 words)
 Make sure your image sizes are not too big!
@TallChickVic
http://bit.ly/test-page-speed

16. Have an Authors Page
 Gives More Human Connection to Your Content/Site
 Gives Your Blog Authority
 Google News Requires It
@TallChickVic

17. Google AuthorRank
"Within search results, information tied to verified
online profiles will be ranked higher than content
without such verification, which will result in most
users naturally clicking on the top (verified) results.”
~Eric Schmidt,
Google Executive Chairman
@TallChickVic

18. REL=AUTHOR TAGS
 “HOW TO USE REL=AUTHOR TAGS FOR SEO” by
Chris Penn
 http://bit.ly/chris-penn-author-seo
 Gets your picture/account under articles you write
 Stands out & more credible
@TallChickVic

19. Do Research on Categories
 What keywords am I trying to target?
 Will it make sense to my customer?
 How much content will be created around this
category?
 http://bit.ly/seo-categories
@TallChickVic

20.  SEO is Part of Everyone’s Job, so Train Everyone!
3. Focus Efforts Internally
@TallChickVichttp://www.flickr.com/photos/askmanny/1205403707/

21. Focus Efforts Internally
 Break Down the Walls of the Departments
@TallChickVic

22. Focus Efforts Internally
 Train Your Editorial Team
 Train Your IT Department
 Train Your Social Media Team
@TallChickVichttp://www.flickr.com/photos/joel_nilsson/5357741691/

23. 4. Promote, Promote, Promote
 Tweet blog throughout the day/week/month, change
up the tweet’s content
 Google+: Use targeted keywords in status update
 Linkedin: Share in Industry Groups or Update Status
@TallChickVic

24. Promote in Social - Twitter
 Title + Blog image + Link + Hashtag

25. Promote in Social – Facebook
 Text + Link + Upload Image

26. Promote in Social – Google+
 Use keywords in status updates
 Google sees it as anchor text
@TallChickVic

27. Promote Internally
 Network Internally - Employees are Your Customers
Too!
 Email Various Departments of Recent Content
 Share on Intranet
@TallChickVichttp://www.flickr.com/photos/heft_still_images/1235645948/

28. 5. Repurpose Content
 Update Older Content - Change the Date & Keep the
URL the same
@TallChickVic

29. Extend Reach of Content
 Reach out to Reporters
@TallChickVic

30. Repurpose Content
 Newsletters -----> Blog
 Blog ------> PPT
 Blog Series -----> eBook
 Slideshare -------> Video
 http://bit.ly/repurpose-content-seo
@TallChickVichttp://www.flickr.com/photos/booleansplit/3354317456/

31. Thanks!
@TallChickVic
Victoria Edwards
@TallChickVic
victoria.edwards@bcbsfl.com
This is Nemo – Yes, he’s on a diet…