The slides from my presentation to the CIM Digital PR Bootcamp held at MMU in Manchester on 5/11/15 discussing business blogging best practice, blog writing & managing the process.
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Session objectives
• Understanding the power of a company
blog
• Blog writing tips
• Being creative with your blog
• Blogging to achieve greater visibility and
engagement
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7 reasons to blog for business
7. Draws in prospects
6. It stimulates community
5. Blog content fuels an entire marketing programme
4. It creates experts
3. It gives a company a face, voice and personality
2. Frequent relevant content is great for search engines
1. Frequent relevant content is great for customers
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Blog writing tips
• Walk before you can run
• Select keywords and known
industry problems
• Create a calendar
• Create a template
• Set criteria for tone, titles, topics,
images
• Create a team to write, edit &
post new blog content
• Play up subject experts
• Consider options/alternatives to
written posts (variety)
• Mix up topical with evergreen
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Starting (or breathing new life
into) your business blog
• Repurpose existing material
• Comment on industry news
• Comment on new research or
data
• Write an industry round up
• Provide an industry resource list
• Write up an event, conference,
seminar, trade show
• Create customer case studies
• Identify and solve industry
problems
• Interview an industry leader
• Make a case for change
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Driving traffic by getting off your
blog
• Sharing strategy
• Commenting strategy
• Posting on Linkedin
• Posting on trade media
• Business media
• Business portals
– Guardian Small Business
Network
– Huffington Post
• Business associations
(membership)
• Reciprocal blogging
• Independent publishers
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Using a blog for lead generation
• Compelling Call to Action
– Offer exclusive content
– Offer recommended
reading
– Provide email subscription
– Provide RSS subscription
– Offer downloads
– Offer social sharing
– Ask for feedback
– Build community
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Analytics led content
• Use analytics to improve focus
and quality of content
• 10 standard metrics that you
need to monitor & impact
SALES
Conversion to sales
New vs. returning visits
Behaviour (content)
Dwell
Bounce
Social referral
Exit path
Device
Geography
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Summary
• Blogging works if it is on topic and relevant
• Think about different types and format
when it comes to blogging
• Consider the logistical management
required
• Use analytics to sense-check blog content
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Blogging action plan breakout
• Create your own action plan to create a
high impact and engaging blog
– What problems can you solve; what topics
can you advise on?
– Who can produce the content?
– How will you manage getting it delivered?
Notas do Editor
Technology has facilitated a significant shift in how people in business interact with the companies they buy from.
Until the early 2000s, businesses supplying other businesses could still (just about) get away with broadcast marketing, using relatively untargeted, unsophisticated advertising to promote important product or service features.
Not anymore! Just as the procurement function became more professional, your customers got smarter. They now rely on the Internet to research, shortlist and select suppliers. And as Generation Y – 20- and 30-something digital natives enter the workplace – it will be the companies that use the Internet to project beyond their own website to draw Generation Y buyers to them that will win online.
Technology has facilitated a significant shift in how people in business interact with the companies they buy from.
Until the early 2000s, businesses supplying other businesses could still (just about) get away with broadcast marketing, using relatively untargeted, unsophisticated advertising to promote important product or service features.
Not anymore! Just as the procurement function became more professional, your customers got smarter. They now rely on the Internet to research, shortlist and select suppliers. And as Generation Y – 20- and 30-something digital natives enter the workplace – it will be the companies that use the Internet to project beyond their own website to draw Generation Y buyers to them that will win online.