1.
A Social Media Presentation by
KolbeCo
Blogging

2.
Who are we?
How can you find us?
Scott Kolbe, KolbeCo
Cory Sielfleisch, KolbeCo
Twitter: @skolbe @corysielfleisch
Facebook: facebook.com/kolbeco

3.
What is blogging
A blog is…
• A place to collaborate
• A place to share ideas
• A space for thoughts

4.
Why blog?
• 57% of companies with a blog have
acquired a customer from their blog
• 77% of internet users read blogs
• Blogging creates connections
between people and companies.
Connections bring more website
traffic.
•

5.
Blogging for B2B:
• Best way to keep content on your website fresh
• Positions yourself as a thought leader
• Added value for your prospects (informative posts)
• Easier to be found on niche topics/products

6.
Blogging for B2C:
• Highlight promotions
• Engage with your target
• B2C companies that blog generate 88% more leads per month
• Have fun! Don’t be boring!

7.
SEO benefits:
• Keywords in blogs drive traffic from search engines
• Blog title is key
• On average, companies that blog receive 434% more indexed pages
• It updates your site with fresh content
• SEO tools make it easy

8.
WordPress:
• 49% of top blogs
• Design options
- Standard template
- Modify templates
- Pure custom
• Customization
• Used by large entities

9.
How do you drive engagement?
• Interesting content
• Contest
• Teach people how to do things themselves
• Respond to comments
• Participate in social media, forums & blogs

10.
B2B
• Show your know!
• Case studies
• Don’t sell—tell!
• Answer FAQ’s

11.
B2C
• Reviews
• Industry news
• Top tips
• Answer: W do I care?
hy
• How to tips

12.
Sharing posts
• Share on social platforms
- Facebook
- Twitter
- LinkedIn
• Reddit
• Posterous (Bought by Twitter)
• StumbleUpon

13.
Designing a theme
• Modify template headers/
images
• Custom design in Photoshop
• Design for the web
• W need a Developer
ill

14.
More features: Plugins/Licensing
• Many tools (eCommerce, rotating images, contact forms,
SPAM)
• Free Plugins
• Paid Plugins

15.
Include images
• Permission based
• Labeling
• Increase engagement
• Blogs with images get 94% total views

16.
Title bars
• Explain what the page is about
• Shows up in the top left corner of the browser
• 70 character maximum
• Good keywords mixed in

17.
Meta tags
• Like the Title Bar only geared to search engines.
• Be honest with keywords.

18.
Writing style
• Choose a voice and stick with it!
• Keep it casual
• 1st person
• Style should reflect the brand voice
• Consistency is key (Once a week minimum)

19.
Content is king
• Don’t create a keyword farm
• All original content, do not copy and paste
• Again… don’t be boring!
• Have fun and be passionate – be inspired

20.
Don’t just promote yourself
• Content should be informative
• Not a sales pitch—give the readers what they want!
• Think of it as a conversation, not shouting from the mountain
top.

21.
Paying for Posts
• W do it?
hy
• Code of Ethics, Disclosing Payment
• W are you having to pay (Brand or Product Issues)
hy

22.
Handling comments
• Take a negative and turn it into a positive
• Determine the misbehavior
• Acknowledge mistakes—don’t hide

23.
Video blogging
• Video drives traffic
• Embed on page
• More interactive
• Show your personality

24.
Dealing with spam
• Monitor regularly
• Tools - Akismet
• When to delete
• When to respond

25.
Google Alerts
• Keep up with competitors
• Find inspiration
• Find out what people are saying
• Market research

26.
Google Analytics
• See what people are doing on your site
• How long they are staying
• How they find your site
• Free and powerful tool

27.
Strategy (Where to Start)
• What is your goal?
• W is your target?
ho
• Don’t be afraid
• How are you going to do it (time commitment)

28.
How to engage a blogger?
• Social platforms: Twitter, LinkedIn, Facebook (promote
posts)
• Do your research on the writer (read their stuff!)
• Contact them directly

29.
How to get a blogger to review a
product?
• Offer a sample product
• Share an industry trend
• Develop a relationship
• Comment on their post

30.
Journalism: Code of Ethics
• Disclose free samples
• Disclose if you got paid to write something
• Don’t use intellectual property without permission

31.
Bill of Rights in an interview
• Know what they plan to cover
• Know who they have already interviewed
• You most likely will NOT be able to read the story prior

32.
Questions?