Blogging ROI in Just 10 min/day

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Blogging ROI in just 10 min/day.

Chris Baggott

Co-Founder and CEO

Compendium Blogware

Online journal-like content, organized in reverse chronological order.

What’s a Blog??

As much as 80% of all web interactions begin with search

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Marketing Impact

Website SEO PPC Campaigns

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1,000’s

Keyword

Phrases

Targeted

Coverage

Where Searchers Click

―Most Web surfers don’t even realize they

are reading blogs. The distinction between

blogs and mainstream media is blurring

rapidly.‖ — David L. Sifry, founder and chairman,

Technorati

―-it is not always clear or relevant to the

end user whether a particular

destination is a blog….‖ eMarketer

2008

The Blog Realities

“Organic Search Traffic is the most critical metric I track.”

Kelly Feller Social Media Manager - Intel

What’s Important

Who are my visitors?

82.39% OF ALL BLOG VISITORS ARE BRAND NEW - PROSPECTS

“Relevance means keeping to a topic, helping the search engine understand what your site is about and, ideally, about one thing in particular.”

Vanessa Fox: Search Engine Land

Relevance

“Burn the thesaurus. Think about the words that people use to find you.”

“Then, as a revolutionary new internet marketing strategy, actually write those words in your copy.

You'll get more traffic.

You'll get more sales/leads/whatever. “Ian Lurie: Conversation Marketing

Keywords

• Titles• Keywords • Recent/Frequency• Links• Blog Volume• Relevance

Why Blogging?

“By far the most important piece of writing you’ll do on any given page is your page title. Search engines consider your page title to be very indicative of what can be found on the page.

SEO Expert: Steven Bradley

Title Examples

"Think about what people are going to type...and talk about that"Matt Cutts: Google

3,000,000 Searches/ 200 Terms

Keywords

Google Analytics

Google Keyword Tool

www.seomoz.org/tools

Competition

Compendium

Day to Day Focus

• Keywords

• Content

• Conversion

• Measurement, tracking and adjusting.

Ian Lurie’s rule of thumb: Web Marketing All-in-One Desk Reference For Dummies

<10,000 competing pages: Write once a week.10,001-100,000 competing pages: Write twice a week.100,001-200,000 competing pages: Write three times a week.200,001-2,000,000 competing pages: Write every day.

You can’t have Too Much content!

You can’t be Too Frequent

Winning Search

Compendium’sMarketing Team

Mikey MioduskiCreative DesignerMegan Glover

Marketing Director

Meghan PetersMarketing Coordinator

Mitch BurkIntern

Abby GreenbaumMarketing Coordinator

High Performance

Call To Action: A highly visible navigation element that guides the web page’s visitor to the next level of engagement.

This is Meghan Peters, the Marketing

Coordinator at Compendium. She is in

charge of motivating folks to generate

the content for our blogs.

Meghan spends 15 minutes a day on our content generation strategy.

Meghan Peters

Creating Content

WIN Kings Island Tickets

Compendium Runs on Dunkin

Reminders

1. Everyone blogs

2. Monthly rewards (and anti-wards) for Top Blogger• Nifty Gift• Dunce Caps

3. Weekly Incentives:• Homemade breakfast• Kings Island Tickets• Pizza Party• Gift Cards

Sustaining Content Creation

Writing Your Blog Post

Approval Checklist

Step #1: Check for spelling and grammatical errorsStep #2: Look at the Keyword Strength ToolStep #3: Make sure any links in the post are working properly and that they are on message Step #4: Check for Important Keyword Usage

Volume/Traffic Correlation

Mikey Mioduski

• Mikey Mioduski, Creative Designer

• Main role:

– Conversion performance for site & blogs

Blog Design

Blog vs. Site.

Conversion Flow

“The Circle of Life.”

(Blog feed: indirect)

(Direct cta)

(Direct cta)

(Convert!)

(Site link: indirect)

BLOG

WEBSITE

Form Capture to CRM

Tracking

Measure Success in 3 Steps

• Establish Goals:– Conversion– Click-through– Leads

• Track Weekly

• Adjust Weekly– No Zeros– New Offers Based on Search Terms

Questions & Answers

Chris BaggottCEO/CoFounder

Compendium Blogware

chrisb@compendiumblogware.com