This document outlines the benefits of blogging as part of a social marketing strategy. It argues that companies that blog get more website visitors, inbound links, and indexed pages than those that don't. The document provides tips for starting a business blog, including choosing a blogging platform, content types, sharing strategies, and metrics for measuring results. Regular blogging is presented as a way to establish expertise, attract leads and business, and engage customers.

1. Why Blogging Should Be An Integral
Part Of Your
Social Marketing Strategy!
Presented by … Craig M. Jamieson

2. Jen Told Me That …
I needed to do four things …
• Get on Twitter
• Get on Facebook
• Get on LinkedIn
• Start a Blog
“Sounds good, Jen! I only have one question.”

3. “What’s A Blog!?”

4. My Unexpected Journey

5. Before You Get Started

6. Why Do You Want To Do This?
• Establish your expertise?
• Meet new people?
• Attract new business?
• Drive people to your site?
• Become a trusted resource for
your existing customers and build
valuable relationships?
All Are Good Answers!

7. Companies Who Blog Get …
• 55% more website visitors
• 97% more inbound links
• 434% more indexed pages
Than companies who do not blog!
(source – HubSpot)

8. Do You Need More Carrots?
Nearly 40% of US companies use blogs
for marketing purposes.
B2C companies that blog get 88% more
leads/mo than those that don’t.
B2B companies that blog get 67% more
leads/mo than those that don’t.
(source – HubSpot)

9. Work The Math & Focus On
Your Potential Returns!

10. Who Is Going To Be In Charge?
• Who’s in charge & in charge
of what?
• Who will manage your blog?
• Who will write the articles?
• Who will you go to when
you need help?
Do-It-Yourself = (Xtra Time + Likes Challenge + Limited $) - Results

11. How About Some “What's”
• What audience are you trying
to reach and where are they?
• What will you write about?
• What frequency will you
publish?
• What do you have for content
and where else can you find it?

12. Frequency
Businesses that blog at least 20X per month
generate over 5X more traffic than those that
blog fewer than 4 times per month.
Businesses that blog at least 20X per month
generate nearly 4X more leads than those
that don’t blog.(source – HubSpot)
Starting out … shoot for 1-2 articles per week
(500 -700 words) but … JUST GET STARTED!!!

13. The Eco-System Feeds Itself!
(And It’s Really Really Hungry!)

14. Your Blog Is Your Horn Of Plenty!
• It is where you tell your story
• It provides the content for
social sharing which directs
folks back to your site
• It attracts followers &
connections
• Being dynamic, it is good for
search engines
• It supports your site’s landing
pages, ecommerce areas, etc.

15. Good Content + Proper Context Is King
Because the right quality content will
attract your desired readers & followers!

16. Content That Works!
• How-To Articles
• Contests
• Special Offers
• Images & Video
• Audio (podcasts)
• Slides
• Infographics
• Advice
• Reviews
• Analysis
• Helpful tips
• Content curation
• Master your niche!

17. Now We Get Started!

18. Blog vs. Website
• A blog may be a standalone site that
can be used to drive traffic to your
website or …
• A blog may be an integrated part of
your website that can drive traffic to
other pages
• WordPress, for example, can be
used as either a standalone blog or it
can actually function as a complete
website with an integrated blog

21. Choosing A Platform

22. WordPress.com vs. WordPress.org
WordPress.com WordPress.org
• Free software • Free software
• Hosted by WordPress • Hosted by “you” ($5/mo)
• Use your domain for extra $ • Your own domain ($10/yr)
• Choose from WP approved • You can choose any theme
selection • You can do about anything
• Site customization is limited to your site including using
• WordPress/member 3rd party applications
support • You support your site

23. Terminology

24. Basic Building Blocks
• Themes – The skin that gives your site it’s
look
• Post vs. Page – Posts are articles. Pages are
typically a static info page
• Widgets – Allows you to add custom boxes
to your sidebar
• Plugins – Are only available on
WordPress.org. These are 3rd party
applications that enhance your functionality
• Mobile Ready – Display site on mobile
device – design, plugins, or responsive

25. Sharing & Engaging
• Comments System – Allows readers to leave
comments on articles
• Sharing Buttons – Readers share your article
with others via social media
• Contact Forms – Request additional info or
sign up for newsletter
• Subscribe to articles – Allows for readers to
have articles sent via email or to their reader
• Your social network connections
(everywhere!)

26. SEO (Search Engine Optimization)
Goal Is To Move Your Pages To The First Page In Search Results!
• Activity
• Social Sharing
• Quality Content
• Keywords
• Back-links
• Built-in theme functions
• Plugins
• Tools (Google Keywords)

27. Converting Writing To Revenues
• Calls to Action should be placed on
many pages and will ask you to
perform a specific task
• Landing Pages should be uncluttered,
might offer something of value in
return for joining our mailing list
(eBooks, white papers, chance to win),
and will have a Call to Action
• Email Subscriptions – Some
companies report that as high as 95%
of sales can be tied back to these!
Subscribers have willingly opted-in to
your messages!!

28. Putting It All Together

29. Blogging Check List
 Write the articles and be sure to include good
keywords and back-links
 Share via social media (*not just your blog)
 Consider using some automated article sharing
(Twitterfeed, HootSuite, Networked Blogs, dlvr.it)
 Use articles to drive folks to your landing page/offer
 Have a “call to action” and/or request comments
 Offer to write for other quality sites and vice versa

30. Get Your Whole Team Involved!
Sharing the writing duties has a
number of advantages …
• Reduce the load & increase the
frequency
• Provide fresh new ideas
• Different writing styles attract
different readers
• Team members likely bring different
areas of expertise
• The editorial calendar and other
tools can make it easy to manage!

31. Sample Editorial Calendar

32. Everybody Shares!
• Have team members share your
blog articles via social media
• Consider using tools like Buffer
or HootSuite to preprogram a
sharing schedule
• Applications like GaggleAmp
will automatically alert team
members to new posts and will
also allow scheduling

33. Measure Your Results & Then Adjust!
• Google Analytics
• URL Shorteners with reporting
• Social Activity – Tweets/Retweets,
Likes, Comments, Shares, +1’s, etc.
• Visits to specific pages
• Conversions from visitor to
somebody who requests info to
somebody who buys!

34. Moving Forward
• Make the commitment. This does
take time! GET STARTED!
• Watch what others do, see what
works, and then emulate what
you see!
• Connect with thought leaders
• Read up! Good Sources: HubSpot,
Social Media Examiner, Content
Marketing Institute, & Windmill
Networking

35. Connect With Me!
Craig M. Jamieson
Adaptive Business Services / NetWorks! Boise
208.340.9546
craig@adaptive-business.com
@craigmjamieson
www.adaptive-business.com
www.networksboise.com