What a Content Strategy is with a focus on Business Blogging, the benefits content will bring to a business - SEO, Social Marketing, Media Coverage, Sales plus top tips and practical guides to create and promote branded content (specific case study examples from my own consultancy business as well as local eCommerce retailer Utility Bear). And the key evaluation tools to measure return on investment for your business.

1. LEANNE
CONTENT FOR BUSINESS
@aCupOfLee

2. ACUPOFLEE.COM
WHY ME?
▸Chartered Institute of Public Relations
▸A decade in-house and in-agency
▸Multiple award winner
▸Industry blogger
▸Freelance subcontractor
▸Startups, SMEs, Social Enterprises

3. ACUPOFLEE.COM
WHAT YOU’LL LEARN TODAY
▸What a Content Strategy is
▸The benefits content can bring to your business
▸Tips on how to create and promote your branded content
▸Specific examples from my work
▸The key evaluation tools to measure RoI for your business

4. DIGITAL COMMUNICATIONS
SOUNDS COMPLICATED, BUT
IT’S NOT. IT’S WHAT YOU’VE
ALWAYS DONE;
COMMUNICATING WITH THE
PUBLIC. JUST IN A
DIFFERENT PLACE - ONLINE.
Leanne Ross
ACUPOFLEE.COM

5. ACUPOFLEE.COM
NEW BUSINESS
OLD BUSINESS

6. ACUPOFLEE.COM
CONTENT STRATEGY
Content Strategy sounds like jargon.
All it means is that you create enough useful “stuff” online so
you can attract customers and journalists to you, rather than
you having to seek them out (“Inbound Marketing”).
Content Plans sound complicated.
They are merely calendars of content types, messages and
channels to ensure you stay balanced, focus and useful.

7. ACUPOFLEE.COM
“USEFUL STUFF” AKA BRANDED
CONTENT
Brand Blog
Search
Engine
Optimisation
Instagram
LinkedIn

8. ACUPOFLEE.COM
THE PSYCHOLOGY OF CONTENT
▸We know why we like viral videos
▸Being useful as well as the entertaining
▸Useful works equally because of the way the brain reacts when we learn
something new
▸And then the brain wants more so it makes you seek out more useful stuff
▸People who are looking to build their own profile online benefit from
curating and sharing your useful information to grow their own audience
▸That’s why practical advice is the content people love to share the most

9. BLOGGIN
G FOR
ACUPOFLEE.COM

10. “SHOW, DON’T TELL.”
BLOGGING ALLOWS YOU
TO SHOW YOU KNOW
YOUR PRODUCT, YOUR
SERVICE & YOUR
CUSTOMERS INSIDE OUT,
WHILE OFFERING THEM
MUCH MORE THAN JUST
Leanne Ross
ACUPOFLEE.COM

11. ACUPOFLEE.COM
STARTING A BLOG
Ease of Use
Search Engines
Love It
No HTML
Scheduling
Blog Functions
Built In
App
Themes
Multiple Users

12. ACUPOFLEE.COM
DATA MINING
▸Use Google’s goldmine of FREE knowledge
▸AnswerThePublic.com
▸Google Search Operator e.g. “How to * PR”
▸Research articles with “Magazine + PR”
▸Buzzsumo, Buzzfeed, Reddit
▸Google Alerts
▸Remember the customer journey, not just your product

13. ACUPOFLEE.COM
• Lists (“listicles”) especially “hyperlocal” e.g. The Top 10 Places To Eat in Belfast
• Case studies / testimonials from customers, suppliers or partners
• Demo videos, How-To articles, FAQs with answers
• User Generated Content (like encouraging customer photos with a product using a hashtag)
• Interviews with industry leaders or Behind-The-Scenes with staff or offering guest posts from other people/brands
• As with press releases, any kind of company news or general industry news and your opinion on topical issues
• Customer newsletters can also be adapted into blog posts
• Your personal journey or the company back story
• Round up articles of successes, or failures, what you’ve learned, “What Not To-Do” lists, etc.
• Short templates or guides through to longer eBooks
• Podcasts, live chats/Q&As or live streaming - works well at conferences or events
• Infographics with statistics, facts and quotes
• Photographs from events, awards, photo calls, etc.
• Humorous “memes”
• Running polls, surveys or quizzes through Facebook/Twitter or SurveyMonkey
• Repurposing any reports, uploading presentations to Slideshare for social sharing, and then explaining the learning behind it
• Courses, webinars, online training - much more time intensive to produce but if applicable to your business can be lucrative

14. RECENTLY REVIEWED DATA
FROM 5,000 ONLINE
BUSINESSES FOUND THAT
85% HAD INCREASED
WEBSITE TRAFFIC FROM
CONTENT CREATION WITHIN
7 MONTHS OF STARTINGHubspot
ACUPOFLEE.COM

15. ACUPOFLEE.COM
BUSINESS BENEFITS OF BLOGGING

16. ACUPOFLEE.COM
SEARCH ENGINE
OPTIMISATION
▸ Algorithm = useful + popular
(+ technical)
▸ Keywords (long-tail)
▸ Upload ALT-named-images
▸ Metatag each post
▸ Social Media shares
▸ Links back to your articles
▸ Avoiding duplication

17. WHAT BLOGGING DID FOR ME

18. UTILITYBE
CONTENT FOR ECOMMERCE
STARTUP

19. ACUPOFLEE.COM UTILITY BEAR .CO

20. ACUPOFLEE.COM
NEWSJACKING INSPIRATION
▸www.daysoftheyear.com
▸www.wincalendar.com
▸Google!

21. ACUPOFLEE.COM
WHAT ‘NOT’ TO WORRY ABOUT
▸How often you blog
▸What time or day you blog
▸How long or short your blog is
▸What keywords to include
▸Finding imagery to use
▸Finding someone to do it for you

22. ACUPOFLEE.COM
MEASURING SUCCESS
▸Google Analytics - traffic
▸bit.ly - track social shares
▸Moz Toolbar - ranking
▸Survey results
▸Email sign-ups
▸Sales!

23. WITH MOBILE OPTIMISED WEBSITES,
ECOMMERCE PLATFORMS AND SOCIAL
MEDIA CHANNELS MORE PEOPLE CAN
FIND YOU ONLINE AND PURCHASE FROM
YOU THAN EVER BEFORE. MAKE IT
WORTH THEIR TIME IN A TIME-POOR
WORLD. IN THE END, THE SINGLE
GREATEST THING YOU CAN DO TO AID
YOUR SEO AND CONVERT WEBSITE
VISITORS TO SALES IS TO SIMPLY AND
CONSISTENTLY CREATE GOOD ONLINE
CONTENT FOR YOUR CUSTOMERS.
Leanne Ross
ACUPOFLEE.COM

24. ACUPOFLEE.COM
CONNECT
▸Blog: www.aCupOfLee.com
▸Twitter: @aCupOfLee
▸Facebook.com/aCupOfLee
▸Linkedin.com/leannerossbelfast
▸Email: acupoflee@gmail.com
▸eBook Coming Soon!