Blogging For Business - Pacific New Media Spring 2013
•Transferir como PPT, PDF•
1 gostou•644 visualizações
Introduction to blogging for business, covering reason's to blog, content development, popular blogging platforms and attracting traffic to the blog.
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Blogging For Business - Pacific New Media Spring 2013
Semelhante a Blogging For Business - Pacific New Media Spring 2013 (20)
Mais de Tara Coomans
Mais de Tara Coomans (13)
Último
Último (20)
Blogging For Business - Pacific New Media Spring 2013
- 1. Welcome to Blogging For Business why what how wherewith Tara Coomans @taracoomans Chief Brainstormer, Akamai Marketing Social Media Club Hawaii (SMCHI) #Blog4BizHi
- 2. QuickTime™ and a h264 decompressor are needed to see this picture. What IS a Blog?
- 3. Blogging Dictionary Hosted: Generally free. Doesn’t require you to have your own domain or pay for hosting Self-Hosted: You own the domain, pay for hosting. Fees vary. RSS: Really Simple Syndication-subscription via RSS readers. CMS: Content Management System. Can be used for more than just blogging. Full control of content without knowing complex HTML.
- 4. 3 Steps to Blogging • Install • Create content • Share content
- 5. • Most blogs require little or no programming knowledge • Themes are readily available, many for free • Posting is generally possible through email, text or web-based interface Blogging is technically technically
- 6. WHY? Blogging MythsBlogging Myths It’s easy to getIt’s easy to get rich bloggingrich blogging There are tooThere are too many blogsmany blogs alreadyalready We have nothingWe have nothing to sayto say If we don’t haveIf we don’t have millions of readers,millions of readers, its a waste of timeits a waste of time
- 7. WHY?
- 8. Authority Building 8% of bloggers are corporate13% of bloggers are entrepreneurs
- 10. Tell Your Story
- 11. Small Companies Stand to Benefit the MostMost 48%48% more web traffic data: Hubspot Marketing Benchmarking Report 2012 2.5X2.5X more leads 5X5X more traffic Companies who blog have more webpages
- 12. Message Control •Important Messaging •Messaging that needs repeating or reference •Company position or stance on issues/topics •Quick & Easy •Direct to Consumer
- 13. Sales, Anyone? •How-To-Articles •Long-Tail Keywords=Qualified Leads •Accessibility •Increased Trust •Direct to Consumer •Create your sales funnel •Inquiries •Nurture your leads “I used to see my company as a pool company. Today, I see my company as a content marketing company. [We] provide more valuable, helpful, remarkable content to than anyone else in my field.”
- 14. Companies that increaseCompanies that increase blogging from 3-5X per monthblogging from 3-5X per month toto 6-8X per month6-8X per month almostalmost doubledouble their leadstheir leads data: Hubspot Marketing Benchmarking Report 2012
- 15. Increase Digital Footprint & SEO Link to own posts Use Keywords in Titles & Blog Fresh Content Participate in other Blogs Use Photos, Videos & Name with Keywords Social Media
- 16. Humanize the Brand Give writers handle, voice, personality Let the critics talk, be patient with negative feedback Minimize the “corporate speak” Set expectations Business As People? People Trust People. People Trust Businesses “A Great Deal” 17% of the Time*
- 17. Create/Support Community Invite Comments Highlight readers Enable, Empower Participation Invite Reader Content Be THE Resource Polls, Quizzes, Etc.
- 18. Takeaway • Decide your “WHY” First • Consider Audience Wants & Needs • Provide Value • Speak to “people” #Blog4BizHi
- 19. HOW? I know you said its easy....but........
- 20. 5 Tips To Get Started Tips To Get Started Find Your “Time Zone” When Do You Do Your Best Writing? Divide and Conquer Do What You Do Best First Get Inspired. Check Social Media Ask Customers For Ideas. Don’t Stat Obsess. Yet. Build Your Audience. Then. Check Stats. Once a Week. Or. Once a Month. Two Words: Editorial Calendar.
- 21. Developing Content Date Holiday/Even ts Topic Day Keywords Call to Action Content Type 3/26/2012 Empanada Day Chicken & Raisin Empanada Mon Recipe, Cooking, Easy to Cook Download Cookbook Blog Entry+Ph oto 3/27/2012 Easter Chile Pork & Manchego Empanada Tues Easter, Recipe, Family Dinner, How-to-Video Email Signup Video
- 22. Remember: Titles Matter • Keyword Placement • Create Benefit, Curiosity, Reward • Make It Personal
- 23. Takeaway • Find What Works for You & Audience • Get Back on The Horse • Don’t Over Complicate • Have FUN
- 24. WHERE? I know you said its easy....but........
- 25. Popular Blog Platforms • Blogger • Tumblr • WordPress • Posterous
- 26. Posterou s • Post by email ( post@posterous.com) • Customizable CSS, HTML • Hosted (free) • Self Hosted • SM Autopost Features http://posterous.com/ Good-Bye Posterous April 30, 2013
- 27. Tumblr • Hosted • Customizable HTML • Text-to-Blog • Built in community • Google Analytics for Self Hosted https://www.tumblr.com/ www.rollingstone.tumblr.com
- 28. Blogger • Hosted • Self Hosted • Google’s blogging platform • Google crawls (SEO) http://www.blogger.com
- 29. WordPress Wordpress.comWordpress.org Features • Self Hosted • Full Control • Plugins Features • Hosted • Free Developer Community Common Stable Can be used as a Website Also
- 30. Wordpress.com • Hosted • 100’s of templates • Stable server • Great community
- 31. Wordpress.org •Flexible •Developer Community •Help Community •1,000‘s Inexpensive or Free Templates •SEO ready •Plugins •Widgets •Google Analytics
- 32. Takeaway • Choose platform based on needs, audience • Think carefully about depending on free platforms • Consider costs and benefits to hosted/self hosted blogs • Consider content type #Blog4BizHi
- 33. WHAT? the heck am I going to do with a blog?
- 34. Content Strategy • Why • Who • What • How & When
- 36. Content IdeasContent Ideas• “How To’s” • Trends, Issues, Events • Company News • Entertainment • Case Studies • Resources • Solve a Problem •Make a Prediction •Give Opinion •Be a Cheerleader •Reviews •Stimulate a Debate
- 37. Story Telling LustAnticipation of pleasure Mystique Unanswered Questions Alarm Threat of Immediate Consequence PrestigeSymbols of Rank & Respect Power Command Over Others Vice Rebellion Against Rules Trust Certainty & Reliability 7 Triggers of Fascination by Sally Hogshead
- 38. Keywords 2-4% Keywords Titles, Photos Keep focused
- 40. AWARENESSAWARENESS Blog Posts, Press Releases, Testimonials, AdsBlog Posts, Press Releases, Testimonials, Ads INTERESTINTEREST Case Studies, Infographics, Promotions, VisualCase Studies, Infographics, Promotions, Visual PersuasionsPersuasions LEARNLEARN Blog Posts, E-Book, WebinarBlog Posts, E-Book, Webinar SHOPSHOP Testimonials, Case Studies, Social Feedback, PriceTestimonials, Case Studies, Social Feedback, Price ComparisonComparison BUYBUY
- 41. Content that Matches the Buying Cycle
- 43. Google Analytics • Visits • Unique Visitors • Page Views/Pages per Visit • Bounce Rate • Sources • Average Time on Page
- 44. Why Content Matters Case Study1,000% traffic growth (50,000 unique visits) 80% from organic search almost no comments calls to action
- 45. Goal Setting for Content • Generating 100 new mentions of our product online • Receiving more than 1000 views of our video on cross platforms • Getting 100 subscribers to our RSS feed
- 46. • Be strategic in content development • Plan, plan, plan • Keyword inclusion (2-4%) • Source content appropriate to audience • Tell a story. Be fascinating. Takeaway #Blog4BizHi
- 47. Build it. Share it.Build it. Share it. • Social MediaSocial Media • Link ShortenersLink Shorteners • RSS FeedsRSS Feeds • Incorporate into Email MarketingIncorporate into Email Marketing • Social Book MarkingSocial Book Marking
- 48. Social Media Resist the urge to over self promote Provide value Support others Don’t over automate Choose platforms that suit your topic Engage. Not promote.
- 49. RSS Feeds “Really Simple Syndication” •Feedblitz Email or Reader Subscriber Data Helps Build Email List Goodbye Feedburner
- 50. Visit & Comment on other blogs Respond to your comments Conversation may not always happen on your blog Blogging is Not A Spectator Sport Find your voice
- 51. Want More? For Further Reading: •Content Rules by CC Chapman & Ann Handley •ProBlogger.com •Akamai-Marketing.com Blogs WordPress.org •WordPress.com •Blogger.com/ •Tumblr.com/ •Posterous.com #Blog4BizHI
Notas do Editor
- I’ve also been blogging for over 5 years, first personally, then for business. I’ve helped others create their blogs both from a technical and content stand point. I’m a big believer in blogging. Before we get started, can I see a show of hands: who is currently blogging? who is committed to blogging, but maybe hasn’t started yet? who is curious about blogging?
- Essentially - a blog is what YOU want it to be. But we’re here today to talk about blogging for business. Did you see how easy that was? It looked like a word document didn’t it? How many of you know how to use Word or Pages? That’s how easy it is to post. But it turns out, there is more to blogging than posting.
- Turns out, the hardest part about blogging isn’t setting up the website, its the time. Blogging isn’t easy, in fact, its quite time consuming. So this question of “why blog” warrants some discussion. Myths: real businesses don’t blog. We’ll open ourselves to criticism. 16% of Fortune 500, 90% have comments enabled. And 43% of all companies blog,according to Vertical Response 55% of small biz have blogs and 45% spend 1-3 hours to create a blog post.
- 55% of small biz have blogs
- Authority building can be used in B2B scenarios and B2B. There are even independent bloggers who have used blogging to build such authority, they’ve turned it into their business. This is an incredibly cost effective method for building authority - consider as opposed to PR agencies or advertising. Helpful content = trust. Trust = leads. Leads=sales. The President of the United States Blogs and he only runs for election every 4 years. When you’re in business - you run for election every single day. People vote with their dollars.
- The press not picking up what you’re putting down? Go straight to the consumer. Tell stories. Amtrak- designed for socially connected people, target market 18-34.
- Companies who blog 15X/month or more get 5X more traffic than those who don’t blog. Companies with 1-10 employees and 1000 or more webpages see 48% more web traffic than companies with 51% or more employees with 1000 or more pages. Companies with 100-200 webpages generate 2.5% leads than those with 50 or fewer pages. In fact, companies that increase blogging from 3-5X per month to 6-8X per month almost DOUBLE their leads
- You’ll often find that at this stage, you’ll begin to incorporate email marketing to nurture those leads.
- Companies that blog only 1-2X month generate 70% more leads than those who don’t.
- INSTALL Google Analytics. Increased backlinks do help SEO, but don’t get obsessed with it. Crawlers also like date/time assignments/comments also increase keyword usage/
- Blogs are less formal, more casual. “Stuffy brands/businesses” can benefit from this. Generally speaking you should respond to comments, but in the case of negativity, let it sit. And DO NOT DELETE. Don’t hide from mistakes. Acknowledge them and move on. Southwest Blog
- Less than 2% of readers will typically comment; also sometimes community occurs outside of blog on SM sites for example. Will they participate: Forester Groundswell
- The advantage of an editorial calendar is: strategy. But creating a schedule and topics in advance, you can take advantage of particular buying cycles, and external tie ins like holidays.
- Posthaven replacement pledge: We'll never be acquired. We'll always keep your URLs online. We'll always keep it the best place to post.
- 1/2 top 100 blogs use WP, 40 self host, 9 use hosted.
- Limitations: external link limitations, no advertising, customization difficult, can’t use plugins, not as SEO friendly.
- There are really very few limitations on Wordpress.org, and it comes with decent SEO built in, but you can get some additional plugins. Customization. Or Template out of the box.
- Why: What are your goals? Authority building? Attract new customers? Create buzz? Be easier to find? Enable others to share info? Who: Customers? What are your customer’s biggest problems? You? What value do you bring? How do you stand out? How do they access content (desktop, mobile, tablets?) What do they crave (entertainment, information, education) What? What action do you want prospects to take? Buy something? Sign up for a newsletter? Join Facebook? Attend a webinar? Hire you as a consultant? How & When? Budget, resources?
- Engaging=shareable, comment-able. Considering that a good healthy blog should be updated at least 1X/week with a 300-500 word post. Importance of pictures.
- Fascinated because: LUST: anticipation of pleasure MYSTIQUE: Makes me want to solve the puzzle ALARM: Demands a response NOW PRESTIGE: Earns Status, Respect, Admiration POWER: Power controls VICE: Tempts with the forbidden fruit TRUST: Comforts because it can be relied on. Filmmaker, story teller. Toy Story, WallE Blogs can host stories, video, images, ideas. Storytelling without dialogue
- Sexy. Essential. Google finds keywords irresistible - Fresh content is to Google what Brains are to zombies. Sharing increases inbound links which increases SEO ranking “its not about getting more traffic, its about getting more traffic that gives a shit.” -Jay Baer Ask yourself, what would people search for? Keep in mind the more specific, the lesser the traffic, but the high quality. Remember Titles Matter?
- Look at the local searches, the competition. Competition considerations - when its low, its easier to attract attention, but there may not be as many searches. Balance out your selections.
- A blog is a content repository. All the digital content you create has a place on your blog. Use your blog to do more than just attract, use it to convert.
- Keywords can be chosen to match the buying cycle. Problem recognition may be “Camera” For example, information search phase has longer tail searches “digital cameras” for example. But as we move through the phase it gets more specific, “Sony Digital Camera” for Evaluation and Comparison.
- “ We’re not a pool company, we’re a content generation company.”
- Bounce rate is # is % of ppl who visit only one page. Links within your site can effect this. But an average bounce rate for a blog would be between 56%-45%, lower than that would be extraordinary! 80% of blog traffic is NEW visitors. This is how you measure engagement - comments aren’t the only way. sales leads, downloads, registrations, time on site, Tweets, RSS subscribers, returning visitors are all KPI’s worth measuring.
- A blog with the goal of keyword organic traffic.
- So many businesses decide they want to be on social media, but very quickly start to ask “what should we say?” a blog gives you a structure and strategy to your social media conversations. All this and it still isn’t a “built it and they will come”. You’ll need to share your content to a broader audience if you truly want to build traffic and community
- 10:1 self promotion rule. You can choose platforms well suited to your content. Linkedin Slideshare great for business. Pinterest great for images, #1 traffic driver for retail. Also good for food. Flickr for photos. G+ is great for photos.
- Commit. Have fun. Enjoy the interaction.