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Advanced Blogging For Business Tips - HubSpot

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You've launched a business blog and you're ready to take the next step. How do you promote your blog to increase subscribers? What do you write about and how do you brainstorm new blog post ideas? This webinar will cover tips on how to turn your blog into a powerful tool for your business, helping you engage customers in a conversation while also improving your search engine rankings.

Topics include:
* How to create top-notch, keyword-rich content
* How to use your blog to generate leads and sales for your business
* How to build your blog's subscription base
* How to strengthen your blog's community of readers
* What and how to measure the performance of your blog

View the video presentation at http://www.hubspot.com/marketing-webinars/b2b-business-blogging/

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Advanced Blogging For Business Tips - HubSpot

  1. Slides: SlideShare.net/HubSpot Twitter: @rickburnesTwitter: @rickburnes Advanced Business Blogging Rick Burnes HubSpot InboundHubSpot Inbound Marketing Manager
  2. Agenda I. Why Blog? II. Five Keys to a Successful Blog 1. Pick Your Target Personas1. Pick Your Target Personas 2. Create a Mix of Posts 3 Write Great Posts3. Write Great Posts 4. Sustain It 5 Spread It5. Spread It III. How to measure your blog
  3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. Inbound Marketing Content SEO Social Media
  5. Rethinking Marketing Outbound Marketing • Telemarketing Inbound Marketing • SEO / SEM • Trade shows • Direct mail • Email blasts • Blogging • Social Media • RSS• Email blasts • Print ads • TV/radio ads • RSS • Free tools/trials • Viral videos Interruption Permission
  6. Budget vs. Brains Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
  7. Exponential Effects S i l M di SEO Social Media • Even More Traffic Blog • More Traffic • More Links • Even More Traffic • Even More Links • More Contentg More Links
  8. More Content Drives More Visitors & Power 10,000,000 Average Pages per Website by Page Rank 1,000,000 pages 100,000 # of Webp 10,000 Average  1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  9. More Content Drives More Visitors & Power 1,000,000  Average Pages per Website by Alexa Traffic Rank 100,000  bpages , ge # of Web 10,000  Averag 1,000  > 10,000,000  (Extremely Low  Traffic) 5,000,001 to  10,000,000  (Very Low  1,000,001 to  5,000,000 (Low  Traffic) 500,001 to  1,000,000  (Medium  100,001 to  500,000 (High  Traffic) < 100,000 (Very  High Traffic) Traffic) Traffic) Alexa Traffic Rank
  10. Earlier Webinar Covered the Basics This webinar will not cover: • Why you should blog• Why you should blog • How to setup a blog • How to follow other bloggers• How to follow other bloggers • How to join blogging conversations Blogging software you can use• Blogging software you can use All th t’ i “Bl i f B i ”All that’s in “Blogging for Business” http://www.hubspot.com/marketing-webinars/blogging-for-business-webinar-archive/
  11. Agenda I. Why Blog? II. Five Keys to a Successful Blog 1. Pick Your Target Personas1. Pick Your Target Personas 2. Create a Mix of Posts 3 Write Great Posts3. Write Great Posts 4. Sustain It 5 Spread It5. Spread It III. How to measure your blog
  12. Key #1: Identify Target Personas Kadient photo by: David Meerman Scott
  13. Your Content Pulls in Your Personas “Create the kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PRMarketing & PR www.webinknow.com
  14. What Keywords Will Attract Your Personas? • Fill posts with them• Fill posts with them • Build an archive of content full of them
  15. How We Pick Keywords: Keyword Grader
  16. A Word of Caution • Writing for your personas DOES NOT mean writingDOES NOT mean writing about the products and services you sell themservices you sell them • Write about the things they want to learn aboutwant to learn about
  17. Key #2: Create a Mix of Posts Flickr Photo: jek-a-go-go
  18. Plan a Mix of Posts News Opinion Feature hPhotos Video
  19. Many Types of Posts Get Traffic Post Page Views Post Did You Graduate From Link Building High School Yet 11,270 State of the Twittersphere ‐ Q4 2008 Report 8,768 You Oughta Know Inbound Marketing 7 498You Oughta Know Inbound Marketing 7,498 6 Tips for Making a Business Marketing Video 4,211 Twitter in Real Life: The Follow Back [cartoon] 4,137
  20. Raisin Bran – Basic, Everyday Posts • How to postsp • Rich in keywords • Get good at• Get good at whipping them outout • Make sure they’re sef luseful Flickr Photo: greeneyesmilw
  21. Spinach – Healthy, Thoughtful Posts • Should establish ityour site as a thought leader in th i d tthe industry • Put time into them • Don’t do too many Flickr Photo: ulteriorepicture
  22. Roasts – Big Blog Projects • Lots of work • Lots of links, discussion and attention • Pick them well
  23. Tabasco – Posts That Start Fires • Make a bold statementstatement • Be prepared to defend yourselfdefend yourself • Lots of comments and links • Too many of these posts could lose trust Flickr Photo: ANOXLOU
  24. Chocolate Cake – The Sweet Stuff • These posts make your blog funyour blog fun • A chance to poke fun at yourselffun at yourself • Lots of traffic/links • Often video, images Flickr Photo: scubadive67
  25. Key #3: Write Great Posts Flickr Photo: Olivander
  26. No Need to Be Hemingway Just follow a few simple rules. Photo: Wikipedia
  27. Tips for Post Structure • Use Headings 500 800 ords (or• 500-800 words (or shorter!) • Lists are OK (just not too many) • 1 idea per post
  28. Always Add a Photo • Flickr • iStockphoto • Shoot your owny
  29. How to Search for a Flickr Photo Go to Advanced SearchGo to Advanced Search Then search for CC licensed photosThen search for CC licensed photos
  30. Where Do You Get Ideas? • Everywhere Keep a list• Keep a list • When you learn something, flesh it out • Check your email outbox! • Ask your readers
  31. Write Great Headlines
  32. How to Write Great Headlines • Write the headline before the article Imagine the reader on’t see the article• Imagine the reader won’t see the article • Surprise people • No spelling errors! • Use your keywordsUse your keywords
  33. Key #4: Sustain It Flickr Photo: michalo
  34. Pick a Publishing Schedule • Once a week? Every Monday and Wednesday?and Wednesday? • Stick to it • The goal is to build up a body of keyword-rich content (create an asset)
  35. Different Ways of Doing Posts • Email interviews Video inter ie s (conferences office isitors• Video interviews (conferences, office visitors, clients) • Guest posts from people with similar blogs • “Best of” lists • “How we do it” posts
  36. Should I Hire People? It depends. ProsPros: • You don’t have to do the work • You hire a “professional writer” Cons: • Nobody knows your business like you do • You don’t build your personal reputation • You don’t participate in the conversation
  37. Key #5: Spread It Flickr Photo: felipearte
  38. Think of Blogging Like a Job Search Would you sit at home and wait for a call?
  39. Take Comments Seriously • Make sure you comment back Find o t ho the people are• Find out who the people are • Follow their links • Subscribe to their blog follow them on Twitter• Subscribe to their blog, follow them on Twitter Use these links
  40. Publish on Social Media • Post directly• Post directly • Post via twitterfeed.com automatically • Post to your status • Post automatically via a feed to your fan or profile page Also consider LinkedIn, other sites.so co s de ed , o e s es
  41. Where Do You Link to Your Blog? • Your homepage • Press releases • Business cards • Email signatures• Email signatures
  42. Engage People; Stay on Their Radar • Write posts that link to or follow up on biggerfollow up on bigger bloggers’ radar screens • Most people do Google or Technorati searches for their name, so they’ll see your post
  43. Agenda I. Why Blog? II. Five Keys to a Successful Blog 1. Pick Your Target Personas1. Pick Your Target Personas 2. Create a Mix of Posts 3 Write Great Posts3. Write Great Posts 4. Sustain It 5 Spread It5. Spread It III. How to measure your blog
  44. Metric #1: Subscriptions • A measure of you blog’s total reach • A “sticky” number
  45. Metric #2: Pageviews Great for media sites selling display advertising• Great for media sites selling display advertising • Potential problems for your business: • Doesn’t measure RSS • Weak measure of engagement • What’s the business value of a “view”?
  46. Metric #3: Comments Q tit ti l d i di t f t• Quantitatively, a good indicator of engagement • Qualitatively, a great way to listen to market
  47. Metric #4: Inbound Links • Measure the SEO impact of your blog • An indicator of your blog’s role in outside conversations
  48. Metric #5: Conversions
  49. What Does HubSpot Do? It’s a software system that helps you get found by more visitors, generate more leads online, and, g , measure all your inbound marketing efforts. Search Marketing Tools Social Media Tools Tools Blogging & CMS Tools
  50. Thank You! Learn more about HubSpot: htt // H bS t /Dhttp://www.HubSpot.com/Demo Free tools: htt //G d Rick Burnes http://Grader.com Inbound Marketing Manger HubSpot Facebook: http://www.facebook.com/people/Rick-Burnes/512433884 LinkedIn: http://www.linkedin.com/in/rickburnesed p // ed co / / c bu es Twitter: http://twitter.com/rickburnes

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