This presentation examines the Overlooked Overlaps between the blogging and marketing communities. With five ways that marketers can learn from bloggers and five ways that bloggers can learn from marketers, this deck is sure to be enlightening, no matter which camp you call home!

1. Lessons shared between
bloggers and marketers

2. Who is this guy?
christopher
STEMBOROWSKI
@cjstem
Associate Communication Strategist
@ Oxford Communications
(Lambertville, NJ)
Owner of Christopher’s Slightly
Neglected Blog @ cjstem.com

3. Bloggers
this presentation
Marketers

4. Bloggers & Marketers:
•Run in the same circles
•Constantly learn from each other
•Work together on projects
•Share lots of practices

5. The Obvious Overlaps
•Engagement principles & practices
•The benefit of the right frequency
•Using metrics to track activity
•Search Engine Optimization

6. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

7. Series
Bloggers will make a series
out of just about
anything ... marketers
should look for more
opportunities to do the

9. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

10. Relationships
Bloggers don’t need a reason to
make friends ... marketers are still
learning it is best to make friends
before you need them!

11. When it comes to blogger
outreach, the point we always
emphasize is that you have to
build relationships with
bloggers before you need
them, not when you need
them. -Jay Baer

12. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

13. Risky Business
Bloggers are much more likely to
take risks and try something
new ... marketers should seek to
push the boundaries more often.

14. Imagine a brand that would
repeatedly say, “we’ve never
done this, but let’s give this a
try.
And, while we’re at it, let us
video tape this and share it with
you?”

15. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

16. Does that say “Click
on my head?”
(it sure does!)

17. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

18. Syndication is about using the
same content multiple places,
and thereby gaining exposure to
multiple audiences.
It is not RSS feeds or
repurposing content .
(Though each of these are good in their own right,
when used correctly.)

19. Pete Cashmore has his own blog
that attracts more than
50,000,000 pageviews/
month.
Yet, about once a month, he’ll
write for CNN.com.

21. ... and then he syndicates
the content.

22. ... and then he syndicates
the content.

23. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

24. Marketers love a good
campaign. Campaigns get the
juices (and egos) flowing. A
good campaign can make a
beautiful case study and can
even win an award on occasion.
But a series, where is the
glamour in that?

25. Series or campaign?

26. CAMPAIGN

27. Elements that make this a
campaign:
1. Objectives
2. Planned ending
3. Narrative arc
4. Multi-channel

28. Elements that make this a
campaign:
1. Objectives
2. Planned ending
3. Narrative arc
4. Multi-channel
What would a campaign
on your blog look like?

29. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

30. We’re good, maybe even great,
but nobody is perfect.
That’s why agencies have
everything proofed.

31. Typos happen, but take steps
to avoid them, or else ...

32. My suggestion:
Reciprocal proofing. Partner
with another blogger you
know, and be each other’s
proof readers!

33. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

34. Editorial Calendars
Smart agencies use editorial
calendars to plan content
ahead of time. It helps you
organize thoughts, be
prepared, and cover the
right topics ... bloggers
should consider planning
their content out a few
weeks.

35. Editorial Calendars
Smart agencies use editorial
calendars to plan content
ahead of time. It helps you
organize thoughts, be
prepared, and cover the
right topics ... bloggers
should consider planning
their content out a few
weeks.
A nice tool, but not the
be all, end all.

36. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

37. Tracking KPIs
Select metrics that matter, and
track those. Just because you can
measure what countries your
traffic is coming from, does not
mean that is important to you.
These are your KPIs.
KPI = Key Performance Indicator

38. The Overlooked Overlaps
1. Series
2. Relationships
3. Risky Business
4. Being Unique
5. Syndicating Content
6. Campaigns
7. Checks & Balances
8. Editorial Calendars
9. Tracking KPIs
10. Measuring Results

39. What am I getting
for my efforts?

40. What am I getting
for my efforts?

42. What am I getting
for my efforts?
Having metrics is step one.
Deciding what measures
indicate success is step two.
Refining what you’re doing until
you get what you want from
your efforts is step three.

43. Connect with Christopher
@cjstem
cstemborowski@gmail.com
http://www.slideshare.net/
ChristopherStemborowski
http://www.linkedin.com/in/
christopherstemborowski