Leverage Content to Meet Business Goals
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This document outlines a webinar on leveraging content to meet business goals through blogging. The webinar covers defining blogging goals and niches, developing high-quality content on a routine schedule, and best practices for building an audience and connecting content to revenue over time. Speakers Dan Berger and Trevor Lynn provide examples of successful blogs and emphasize creating valuable, shareable content to build trust and expertise in order to indirectly generate business leads and sales.
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Leverage Content to Meet Business Goals
- 1. A Hands-On Guide to Leveraging Content to Meet Your Business Goals June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 2. 101,700,000 62,600,000 You’re blog June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 3. Learning Objectives • Explain different types of marketing strategies. • Demonstrate why blogging is crucial for your business. • Understand the goals of blogging. • Describe the qualities of a good blog. • Find your blogging personality. • Know how to create and promote your blog. • Declare yourself a creator. June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 4. Session Agenda • About Us • Marketing Strategy Overview • What is Content Marketing? • The Value of Blogging • Blogging Success Guide • Blogging Best Practices June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 5. About Us Trevor Lynn • Marketing Guru • Former Analyst at LivingSocial • Ohio native • American University Dan Berger • Founder/CEO • Former Congressional Aide • Special Events organizer • New Yorker • Georgetown June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 6. Marketing Strategy Overview Pull Marketing • Direct sales • Trade shows Push Marketing • Advertising • Promotions • Referrals • Content creation vs. June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 7. Consumer vs. Creator June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 8. Content Marketing Blogs Social MediaVideos ArticlesWhite Papers eBooks Webinars Newsletters June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 9. The Value of Blogging: Timeless June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 10. Blogging becomes more valuable over time Time Contentvalue June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 11. The Value of Blogging Acquiring Customers 57% of businesses acquired a customer through their blog Web Traffic 55% increase for companies that blog Advertising Cost 62% less per lead than traditional marketing Source: HubSpot June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 12. BLOGGING SUCCESS GUIDE June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 13. (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 14. Defining Your Blog: Set a Goal Get new business Become subject matter expert Enter a new market June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 15. (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 16. Defining Your Blog: Differentiate June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 17. (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 18. Defining Your Blog: Routine 66 days June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 19. (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 20. Defining Your blog: Niche June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 21. (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 22. Defining Your Blog: Source Topics Answer Questions Write a How-to Guide Case Study from a Client Engagement Review Local Destinations Comment on Industry News Hold Contests Host Guest Bloggers Interview Industry Leaders June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 23. (Re)defining Your Blog • Set a Goal • Differentiate • Schedule • Find a niche • Source topics • Build an audience June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 24. Defining Your Blog: Build an Audience Make Sharing Easy. Nurture a Community. Bring them Back. June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 25. BLOGGING DON’TS June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 26. Blogging Don’ts: Sell June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 27. Blogging Don’ts: Blog Off-Topic June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 28. Blogging Don’ts: Write Unreadable Posts June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 29. Blogging Don’ts: Be Stiff June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 30. BLOG BEST PRACTICES June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 31. Liz King Events: Laser Focus on a Specialty June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 32. Jeff Hurt Blog: Highly Shareable Content June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 33. Conferences That Work: Become an Authority June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 34. Event Manager Blog: Beautiful Design June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 35. Social Tables: Guest Blogger Network June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 36. ONE QUESTION LEFT TO ANSWER June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 37. How do you connect content to revenue? June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 38. It’s not this easy… Content Revenue June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 39. Connecting Content to Revenue Content Revenue Brand Awareness Market Validation Paying it Forward Traffic Expanding Your Network June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
- 40. Earn Trust Provide Value Two-way exchange Be Generous June 12, 2013 #TSEWebinar | @danberger | @TrevorHLynn
Notas do Editor
- By the end of this session you will be able to…
- Content that can't be found anywhere elseunique perspective or insightPeople don't have time to research the topic you know about so your value is providing them valuable research/experience in a concise format
- blogging is like jogging - pays off in the long runMost important part of blogging is consistencyMake a schedule you toFind another friend that blogs and hold each other accountablecan stick66 days to form a habit
- "Dig a well”Blog about what you knowCreates the strongest reader basetake the most important topic in your niche and make it a regular column
- answer questionsHow to guidescase study of YOUR eventreview local(!) venues, products, companiescomment on current events/news in industryengage readers with Q&A sectioninterview industry leadershold contestshost guest bloggers
- Tools for sharing -make it easy for people to share -triberrWhere your readers are -find like minded communities -guest postingKeep them -newsletter signup -respond to comments
- Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
- Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
- Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
- Blog about your company -press releases and occasional updates are OKBlog off topic -building a reader base means staying on the topic they started following you forLong paragraphs of text -shot, concise paragraphs with photosBe too professional -make your content personable and relateable
- Social Tables Blogger NetworkIndustry experts in very specific niches -meetings, hospitality, technology, marketingTrusted resource to continue educationNot a blog for SEO
- Earn trust through qualityProvide value by informing, educating, and entertaining. Helpful is the new viral.Two-way exchange of information. Make your content a conversation and engage your readers.Be generous by providing your insight, thought, guides, tutorials for FREE. You have to give