The Ins and Outs and Ups and Downs
of Blogging

Where Does a Blog Fit
Into Your Marketing
Strategy?
Presented by

Tom Cies...
Why
a
blog?
#5 According to EBiz |MBA
Content marketing is the discipline of creating
quality branded editorial content across all
media channels and platforms ...
Why? Intuitive
•
•
•
•

It gives your business a “personality”
Shares your expertise in your “voice”
Gives readers the “wh...
Why? Statistically
• 43% of marketers generated a customer from their blog this year.
Hubspot 2013 State of Inbound Market...
Website Copy Cat?
Cool Cat
Three Must-Answer Questions
• How can you determine if a blog really is a
missing piece of your marketing puzzle?
• What b...
Source: Google Zero Moment of Truth 2011
Blogging.org

Ignite Spot
Measuring a Blog’s ROI
ROI Expressed as a Percentage =

Revenue - Investment
Investment
__________________________________...
Stand Alone or Integrate?
Difference Between Fun and Foolish
Fun with a Purpose
Semi-fun
Three Step Planning

Mission

Editorial
Calendar

Technology
Clear Mission
Tactics
• Frequency (?) – As often as there is
something worth writing
• Blog publicity plan
• Blogrolls = alliances
• Lin...
Writing Strategy
• What’s the point?
• Do your posts connect need to marketing
objective?
• Headlines not thesis statement...
Filling the Blank Blog
• Editorial calendar guidelines:
– Features
– Trends
– News
– Surprises
Owned Media Measuring
Page Views and Twitter Followers
Transition Point?
“Arguably, more satisfaction is derived from writing an
in-depth blog, but Twitter allows us to get righ...
How might your “baby” grow up?
• Discussion and questions
Now what?
• It’s where the “right brain” meets the “left
brain” with content marketing
• Started a blog? You’ve done about...
Thank You

Tom Ciesielka
TC Public Relations
312-422-1333
tc@tcpr.net
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Presentation about blogging to the Association of Consultants to Nonprofits

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The Ins and Outs and Ups and Downs of Blogging

  1. 1. The Ins and Outs and Ups and Downs of Blogging Where Does a Blog Fit Into Your Marketing Strategy? Presented by Tom Ciesielka TC Public Relations www.tcpr.net
  2. 2. Why a blog?
  3. 3. #5 According to EBiz |MBA
  4. 4. Content marketing is the discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands. - Content Marketing Association
  5. 5. Why? Intuitive • • • • It gives your business a “personality” Shares your expertise in your “voice” Gives readers the “why” behind your business Has duel marketing purpose with “content” and public relations • Encourages your “continuing education”
  6. 6. Why? Statistically • 43% of marketers generated a customer from their blog this year. Hubspot 2013 State of Inbound Marketing Report • 82% of marketers who blog on a daily basis acquired a customer using their blog, as opposed to 57% of marketers who just blog monthly. Hubspot 2013 State of Inbound Marketing Report • 86% of B2B small business marketers favor blogs as their most effective content marketing tactic. B2B Small Business Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America Excerpts from Real Lawyers Have Blogs http://kevin.lexblog.com/
  7. 7. Website Copy Cat?
  8. 8. Cool Cat
  9. 9. Three Must-Answer Questions • How can you determine if a blog really is a missing piece of your marketing puzzle? • What business result do you desire? • Who will write, manage, and promote the posts?
  10. 10. Source: Google Zero Moment of Truth 2011
  11. 11. Blogging.org Ignite Spot
  12. 12. Measuring a Blog’s ROI ROI Expressed as a Percentage = Revenue - Investment Investment ______________________________________ • • • • Time spent per post Measure revenue-related activities Compare to other business development tactics Fun factor
  13. 13. Stand Alone or Integrate?
  14. 14. Difference Between Fun and Foolish
  15. 15. Fun with a Purpose
  16. 16. Semi-fun
  17. 17. Three Step Planning Mission Editorial Calendar Technology
  18. 18. Clear Mission
  19. 19. Tactics • Frequency (?) – As often as there is something worth writing • Blog publicity plan • Blogrolls = alliances • Link strategically • When you invest in images, pursue a return • Guest blogging’s double payback
  20. 20. Writing Strategy • What’s the point? • Do your posts connect need to marketing objective? • Headlines not thesis statements • Think “living room” not “boardroom” • Editorial, informational, time-sensitive, trending topic (pick one, maybe two)
  21. 21. Filling the Blank Blog • Editorial calendar guidelines: – Features – Trends – News – Surprises
  22. 22. Owned Media Measuring
  23. 23. Page Views and Twitter Followers
  24. 24. Transition Point? “Arguably, more satisfaction is derived from writing an in-depth blog, but Twitter allows us to get right to the point. Is there room for both to co-exist online? … it's worth taking a look at ... and what [it] means to a media sphere that's becoming more about headlines than context.” Daniel Sieberg CBSNews.com
  25. 25. How might your “baby” grow up? • Discussion and questions
  26. 26. Now what? • It’s where the “right brain” meets the “left brain” with content marketing • Started a blog? You’ve done about 20% of the work to make it successful • “What do we want? Patience. When do we want it? NOW!” – Al Franken • “Small” can be the new “big”
  27. 27. Thank You Tom Ciesielka TC Public Relations 312-422-1333 tc@tcpr.net

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