Welcome to Blogging For Business why what how where with Tara Coomans @taracoomans Chief Brainstormer , Akamai Marketing Social Media Club Hawaii (SMCHI) #Blog4BizHi
Welcome to Blogging For Business
whywhat howwhere
with Tara Coomans@taracoomans Chief Brainstormer, Akamai Marketing Social Media Club Hawaii (SMCHI) #Blog4BizHi
QuickTime™ and ah264 decompressor
are needed to see this picture.What IS a Blog?
Blogging DictionaryHosted: Generally free. Doesn’t require you to have your own domain or pay for hostingSelf-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.
3 Steps to Blogging
• Install• Create content • Share content
• 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
WHY?
Blogging MythsBlogging MythsIt’s easy to get It’s easy to get rich bloggingrich blogging There are too There are too
many blogs many blogs alreadyalready
We have We have nothing to saynothing to say
If we don’t have If we don’t have millions of millions of
readers, its a readers, its a waste of timewaste of time
WHY?
Authority Building
8% of bloggers are corporate 13% of bloggers
are entrepreneurs
Google Authorship
Tell Your Story
Small Companies Stand to Benefit the
MostMost4848
%% more web traffic
data: Hubspot Marketing Benchmarking Report 2012
2.5X2.5Xmore leads
5X5Xmore traffic
Companies who blog have more webpages
Message Control •Important Messaging •Messaging that needs repeating or reference•Company position or stance on issues/topics•Quick & Easy •Direct to Consumer
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.”
Companies that increase Companies that increase blogging from 3-5X per blogging from 3-5X per
month to month to 6-8X per month 6-8X per month
almost almost doubledouble their their leadsleads
data: Hubspot Marketing Benchmarking Report 2012
Increase Digital Footprint & SEO
Link to own postsUse
Keywords in Titles & Blog
Fresh Content Participate
in other Blogs Use Photos, Videos
& Name with Keywords
Social Media
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*Source: 2013 Edelman Trust Barometer
Create/Support Community
Invite CommentsHighlight readers
Enable, Empower Participation
Invite Reader Content
Be THE Resource Polls, Quizzes, Etc.
Takeaway• Decide your “WHY” First • Consider Audience Wants & Needs• Provide Value• Speak to “people”
#Blog4BizHi
HOW?I know you said its easy....but........
5 Tips To Get
StartedFind Your “Time Zone”
When Do You Do Your Best Writing?
Divide and Conquer
Do What You Do Best First
Get Inspired.
Check Social MediaAsk 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.
Developing Content
Date Holiday/Events Topic Day Keywords Call to
Action Content Type
3/26/2012 Empanada Day
Chicken & Raisin
EmpanadaMon
Recipe, Cooking, Easy
to Cook Download Cookbook
Blog Entry+Photo
3/27/2012 EasterChile Pork & Manchego Empanada
Tues
Easter, Recipe, Family
Dinner, How-to-Video
Email Signup Video
Remember: Titles Matter
• Keyword Placement • Create Benefit, Curiosity, Reward• Make It Personal
Takeaway• Find What Works for You &
Audience• Get Back on The Horse• Don’t Over Complicate • Have FUN
WHERE?I know you said its easy....but........
Popular Blog Platforms
• Blogger• Tumblr • WordPress• Posterous
Posterous
• Post by email ([email protected])
• Customizable CSS, HTML
• Hosted (free) • Self Hosted • SM Autopost
Featureshttp://posterous.com/
Good-Bye PosterousApril 30, 2013
Tumblr • Hosted• Customizable
HTML • Text-to-Blog• Built in community • Google Analytics
for Self Hosted
https://www.tumblr.com/
www.rollingstone.tumblr.com
Blogger
• Hosted • Self Hosted • Google’s
blogging platform
• Google crawls (SEO)
http://www.blogger.com
WordPressWordpress.com Wordpress.org
Features• Self Hosted• Full Control • Plugins
Features• Hosted• Free
Developer CommunityCommonStable
Can be used as a Website Also
Wordpress.com• Hosted
• 100’s of templates
• Stable server• Great
community
Wordpress.org•Flexible•Developer Community•Help Community •1,000‘s Inexpensive or Free Templates•SEO ready •Plugins •Widgets •Google Analytics
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
WHAT?the heck am I going to do with a blog?
Content Strategy
• Why • Who• What • How & When
Content Challenges
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
Story Telling LustAnticipation of pleasure
MystiqueUnanswered Questions
AlarmThreat of Immediate Consequence
PrestigeSymbols of Rank & Respect PowerCommand Over Others
Vice Rebellion Against Rules Trust Certainty & Reliability
7 Triggers of Fascination by Sally Hogshead
Keywords2-4% Keywords
Titles, Photos Keep focused
Google Keyword Tool
AWARENESSAWARENESSBlog Posts, Press Releases, Testimonials, Blog Posts, Press Releases, Testimonials,
AdsAdsINTERESTINTEREST
Case Studies, Infographics, Promotions, Case Studies, Infographics, Promotions, Visual PersuasionsVisual Persuasions
LEARNLEARNBlog Posts, E-Book, WebinarBlog Posts, E-Book, Webinar
SHOPSHOPTestimonials, Case Studies, Social Testimonials, Case Studies, Social
Feedback, Price ComparisonFeedback, Price ComparisonBUYBUY
Content that Matches the
Buying Cycle
Keyword Considerations
Google Analytics • Visits• Unique Visitors• Page Views/Pages per Visit• Bounce Rate• Sources • Average Time on Page
Why Content Matters
Case Study1,000% traffic growth (50,000 unique visits) 80% from organic search
almost no comments calls to action
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• Getting 100 new emails per month
• Be strategic in content development
• Plan, plan, plan• Keyword inclusion (2-4%)• Source content appropriate to
audience• Tell a story. Be fascinating.
Takeaway
#Blog4BizHi
Build it. Share Build it. Share it. it.
• Social Media Social Media • Link Shorteners Link Shorteners • RSS FeedsRSS Feeds• Incorporate into Email Marketing Incorporate into Email Marketing • Social Book Marking Social Book Marking
Social Media
Resist the urge to over self promote
Provide value
Support othersDon’t over automate
Choose platforms that suit your topic
Engage. Not promote.
RSS Feeds“Really Simple Syndication”
•Feedblitz
Email or ReaderSubscriber Data
Helps Build Email List
Goodbye Feedburner
Visit & Comment on other blogsRespond to your comments
Conversation may not always happen on your blog
Blogging is Not A Spectator Sport
Find your voice
Want More?For Further Reading: •Content Rules by CC Chapman & Ann Handley •ProBlogger.com •Akamai-Marketing.com
BlogsWordPress.org•WordPress.com •Blogger.com/•Tumblr.com/•Posterous.com
#Blog4BizHI