1. BLOGGING
FOR WORLD DOMINATION
(OR FOR BEGINNERS)
Judi Huck
Social Media & Community Strategist

2. Why do we produce content - such as blog
posts and email campaigns?

3. Answer:
World domination

4. Overview
In the next 45-60 minutes we’ll cover
• The role of content
• SEO tips for Wordpress
• The “lead”
• SUCCES technique at length
• The most important thing about content
(spoiler: your audience!)

5. Good content
• Provides value
• Relevance indicated by clicks thrus
• Recent, regular, fresh
• Best practice: blog weekly
• Unique v. duplicated
• Diverse with: themes that repeat, special
campaigns, evergreen content

6. Optimizing content for search
• Differentiate with competitors
• For Wordpress,
• Tag every keyword that quickly comes to
mind
• Tag people in the post by first and last name
• Use brand name, add titles/attributes to
images
• Repeat keywords in text and use in post
title, headings, bold, links

7. SUCCES from Made to Stick
Easy to understand, easy to remember
• Simple
• Unexpected
• Credible
• Concrete
• Emotional
• Story

8. SIMPLE
• Don’t bury the lead
• Inverted pyramid
• Simplicity in terms of UX
• Exercise
• High concept pitches – make your case compact
• Hemingway complete stories in 6 words:
“For sale: baby shoes, never used.”
• Tell your brand story as a children’s book to focus on its core message

9. UNEXPECTED
• Element of surprise
• Spark interest
• Test of eyebrows and jaws
• Make people think
• Example
• AIDS training for professional athletes

10. CONCRETE
• Touchable
• Clear
• Example
• Giving tree - donating X dollars produces Y effect
• Other charities seeking donations

11. CREDIBILITY
• Interesting details
• Stats (internal)
• Authorities (external)
• Idea: interview industry leaders
• Caution with stats!
• Active part of brain

12. EMOTIONAL
• 2x as effective
• Makes people care (and give, in the case of nonprofits)
• Argument
“The mere act of calculation reduces people’s charity”
• Case studies

13. STORYTELLING
• Retention
• Visualization and photographic memory
• Example
• Jared of Subway
Easy to identify, easy to take away (simple)
• Exercise
• Examine an article you like and determine the elements that apply
• Share a customer testimonial of a positive product or service experience
Bonus: use all elements of SUCCES from Made to Stick

14. YOUR TURN!
• Use a Style Guide to unify multiple contributors
• Create guidelines for grammar, punctuation, emoticon use
• Define persona of brand/organization
• Eventually – create a Playbook for response and engagement
• Plan your Editorial Calendar for the quarter & tie to strategy
• Review efforts (ex: monthly basis) to prioritize for the future
• Tips on audience, aka the most important thing
Questions? email Judi Huck
@7huck on Twitter
judihuck.com