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Blogging For Business

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Rick Burnes' presentation on blogging at the eMarketing Techniques for Business conference in Austin, TX on Jan 29, 2009.

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Blogging For Business

  1. 1. Slides: SlideShare.net/HubSpot Twitter: @rickburnes How to Blog for Business Rick Burnes HubSpot Inbound Marketing Manager
  2. 2. Agenda I. Five Keys to a Successful Blog 1. Pick Your Target Keywords 2. Create a Mix of Posts 3. Write Great Posts 4. Sustain It 5. Spread It II. How to measure your blog
  3. 3. Key #1: Identify Target Personas Kadient photo by: David Meerman Scott
  4. 4. 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 & PR www.webinknow.com
  5. 5. What Keywords Will Attract Your Personas? • Fill posts with them • Build an archive of content full of them
  6. 6. How We Pick Keywords: Keyword Grader
  7. 7. A Word of Caution • Writing for your personas DOES NOT mean writing about the products and services you sell them • Write about the things they want to learn about
  8. 8. Key #2 Create a Mix of Posts Flickr Photo: jek-a-go-go
  9. 9. Step 2: Plan a Mix of Posts News Opinion Feature Photos Video
  10. 10. Many Types of Posts Get Traffic 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 7,498 6 Tips for Making a Business Marketing Video 4,211 Twitter in Real Life: The Follow Back [cartoon] 4,137
  11. 11. Raisin Bran – Basic, Everyday Posts • How to posts • Rich in keywords • Get good at whipping them out • Make sure they’re useful Flickr Photo: greeneyesmilw
  12. 12. Spinach – Healthy, Thoughtful Posts • Should establish your site a thought leader in the industry • Put time into them • Don’t do too many Flickr Photo: ulteriorepicture
  13. 13. Roasts – Big Blog Projects • Lots of work • Lots of links, discussion and attention • Pick them well
  14. 14. Chocolate Cake – The Sweet Stuff • These posts make your blog fun • A chance to poke fun at yourself • Lots of traffic/links • Often video, images Flickr Photo: scubadive67
  15. 15. Tabasco – Posts That Start Fires • Make a bold statement • Be prepared to defend yourself • Lots of comments and links • Too many of these post could lose trust Flickr Photo: ANOXLOU
  16. 16. Key #3 Write Great Posts Flickr Photo: Olivander
  17. 17. No Need to Be Hemingway Just follow a few simple rules. Photo: Wikipedia
  18. 18. Tips for Post Structure • Use Headings • 500-800 words (or shorter!) • Lists are OK (just not too many) • 1 idea per post
  19. 19. Always Add a Photo • Flickr • iStockphoto • Shoot your own
  20. 20. How to Search for a Flickr Photo Go to Advanced Search Then search for CC licensed photos
  21. 21. Where Do You Get Ideas? • Everywhere • Keep a list • When you learn something, flesh it out • Check your email outbox! • Ask your readers
  22. 22. Write Great Headlines
  23. 23. How to Write Great Headlines • Write the headline before the article • Imagine the reader won’t see the article • Surprise people • No spelling errors! • Use your keywords
  24. 24. Key #4: Sustain It Flickr Photo: michalo
  25. 25. Pick a Publishing Schedule • Once a week? Every Monday and Wednesday? • Stick to it • The goal is to build up a body of keyword-rich content (create an asset)
  26. 26. Different Ways of Doing Posts • Email interviews • Video interviews (conferences, office visitors, clients) • Guest posts from people with similar blogs • “Best of” lists • “How we do it” posts
  27. 27. Should I Hire People? It depends. Pros: • 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
  28. 28. Key #5: Spread It Flickr Photo: felipearte
  29. 29. Think of Blogging Like a Job Search Would you sit at home and wait for a call?
  30. 30. Take Comments Seriously • Make sure you comment back • Find out who the people are • Follow their links • Subscribe to their blog, follow them on Twitter Use these links
  31. 31. Publish on Social Media • 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.
  32. 32. Where Do You Link to Your Blog? • Your homepage • Press releases • Business cards • Email signatures
  33. 33. Engage People; Stay on Their Radar • Write posts that link to or follow up on bigger bloggers’ radar screens • Most people do Google or Technorati searches for their name, so they’ll see your post
  34. 34. Agenda I. Five Keys to a Successful Blog 1. Pick Your Target Keywords 2. Create a Mix of Posts 3. Write Great Posts 4. Sustain It 5. Spread It II. How to measure your blog
  35. 35. Metric #1: Subscriptions • A measure of you blog’s total reach • A “sticky” number
  36. 36. Metric #2: Pageviews • 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”?
  37. 37. Metric #3: Comments • Quantitatively, a good indicator of engagement • Qualitatively, a great way to listen to market
  38. 38. Metric #4: Inbound Links • Measure the SEO impact of your blog • An indicator of your blog’s role in outside conversations
  39. 39. Metric #5: Conversions
  40. 40. What Does HubSpot Do? It’s a software system that helps you get found Social Media Tools Search Marketing Tools Blogging & CMS Tools
  41. 41. Thank You! Free Tools: http://Website.Grader.com http://PressRelease.Grader.com http://Twitter.Grader.com Rick Burnes Inbound Marketing Manger HubSpot LinkedIn: http://www.linkedin.com/in/rickburnes Twitter: http://twitter.com/rickburnes