Beginner's Guide to Creating an Epic Blog

@StoneyDStoney G deGeyter

@polepositionmkg

The STEP-BY-STEP Beginner’s Guide

to creating an

EPICBLOG

38 BLOGGING TACTICS THAT WILL KNOCK THE WORDS OUT OF YOUR MOUTH @StoneyD

• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd

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Part 1: Setting Up Your Blog


What’s In It For You?

Yes, people do read blogsWHAT’S IN IT FOR YOU?

Blogging gets noticed by GoogleWHAT’S IN IT FOR YOU?

Blogs deliver visitorsWHAT’S IN IT FOR YOU?

Blogging generates leadsWHAT’S IN IT FOR YOU?

Blogs create linksWHAT’S IN IT FOR YOU?

Blogs build customer loyalty

64%

Connections via Social Media AFTER Purchase

Likely to FollowUnlikelyUnsure

WHAT’S IN IT FOR YOU?


Exercise:What do YOU want to get out of blogging?


Blog Settings

Free vs hosted optionsFree

Um, it’s free

Easy set up

Easy templates, but similar to others

Generic URL

Fast indexing in engines

You can be censored

Hosted

Not so free

Requires technical set-up

Easy templates, yet highly customizable

Custom URL

Promotion required

You own it

BLOG SETTINGS

BLOG SETTINGS

Set the www.

BLOG SETTINGS

Be found by search engines

BLOG SETTINGS

Set your URL structure

Yoast SEO for WordPress

All-In-One SEO Pack

BLOG SETTINGS

Optimize your blog posts

Akismet Capcha WP-SpamFree

BLOG SETTINGS

Prevent spam comments

BLOG SETTINGS

Database backup manager

XM Backup

WP-DBManager

Backup

BLOG SETTINGS

Comment and/or blog subscription

Subscribe to Comments

WP Subscribe

Subscribe to Comments Now!

BLOG SETTINGS

Install Google Analytics

Sharaholic Social WP Socializer

BLOG SETTINGS

Social sharing


Part 2: Becoming a Successful Blogger


Plan for the Long Haul

Know who you are Go beyond the

labels (B2B, B2C, industry, etc.) and what you sell

Find your story from a human perspective

How does your business make a difference in this world, both for customers and community?

Commit to sharing your story in a human way

PLAN FOR THE LONG HAUL

“Throw away your work persona. Start being who you really are.”

– Heather Meza, Content Marketer for Cisco Systems

Determine your focusPLAN FOR THE LONG HAUL

Your Blog

Your Expertise

Your Products/ Services

Your Customers

Your Story

Set your goalsTell Your Story

Awareness

New Customers

Foster Community,

Sharing



Exercise:Write out 3 blogging goals for your business.

Stick with it

20-50 posts More posts = more leads



Identify Your Target

Know who you want to reach

Priorities

Expectations Obstacles

Decision Process

IDENTIFY YOUR TARGET

Demographics: Gender, Age,

Location

Job Title/Company

Interests Goals/Challenges

Words/PhrasesHow do they

describe themselves?

Gather intelligenceIDENTIFY YOUR TARGET

Interview your customersIDENTIFY YOUR TARGET

Find out what they wantCustomer Contact

Reviews

Social Media

IDENTIFY YOUR TARGET


Exercise:Create a Buyer Persona

Buy

Attend Join

Subscribe

Donate

Inquire

Plan the actions for them to takeIDENTIFY YOUR TARGET


Act Like a Publisher

Collaborate with content owners

Identify information silos

Include owners in your new structure

Create an environment of sharing

ACT LIKE A PUBLISHER

Collaborate with content creators

This isn’t sexy. Find something that is…

And merge it with what you do.


Establish writing guidelines Overall voice Encourage

personality among content contributors that fits within your voice

Style that will govern written content (AP Style is most common)

Principles for building positive online communities

Individual responsibilities



Choose the Right Tools

Set up your listening dashboard

News

Social Networks

Competitors

Google AlertsMention

Google NewsFeedly

Bottlenose.comHootsuite.com

CHOOSE THE RIGHT TOOLS

Have an idea storage bank

Evernote.comSpreadsheet Google Docs

WordPress Editorial CalendarEdit Flow for Wordpress

DivvyHQ.com ($)Kapost.com ($$)

CHOOSE THE RIGHT TOOLS

RSSHootSuite

Buffer Email

Social Oomph

Sprout Social

Bit.ly IFTTT

Set up your distribution toolsCHOOSE THE RIGHT TOOLS


Plan Your Editorial Calendar

Generate content ideas• Talk to customer service sales• Forums and Question sites like Quora• Questions asked on competitor sites• Questions posed online

Answer Customer Questions

• [your industry publications here]Read Industry Publications

• Brochures• FAQs• Presentations• Sales content

Repurpose Existing Content

PLAN YOUR EDITORIAL CALENDAR


Exercise:Brainstorm 5 questions customers or potential customers

frequently ask or comment on.

Create cornerstone content

High Value Content

Content to rank for

Inform & Educate Evergreen

Easy to find, easy to share Attract links


Create connection contentPLAN YOUR EDITORIAL CALENDAR

Create content for the smaller, more impassioned groups

Build a sense of energy and community around shared interests or issues

Make it entertaining and useful

Has the potential to spark disagreement

Create customer content

Content intended to convince ideal customers

that they should do business with you.

ExpertiseThought

Leadership


Publish varied contentHow-to’s Human interest

stories Lists Infographics

Newsjacking Reviews Guest posts Seasonal concepts

Videos Reimagined content Interviews Creative

product uses

Partner/Vendor highlights Case studies Series Contrarian

Photos Core values Podcasts User-generated content



Be Epic

Use attention-getting headlines

8 he

adlin

e st

yles

that

wor

k* Direct Approach: Free Diabetes eBook

Indirect Approach: Cut the Sweet Talk

News Headline: Hospital Opens New Diabetes Clinic

How-to Headline: How to Lower Your Blood Sugar

Question Headline: Is Your Diabetes Out of Control?

Command Headline: Get Help for Your Diabetes Now

Reason Why Headline: Five Reasons Why You Need to Get Your Diabetes Under Control

Testimonial Headline: “I Got My Life Back, Thanks to the New Diabetes Clinic.”

*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.

BE EPIC

Implement worthy content1. Stimulating intro (writing, videos,

podcasts). Get to the point with panache!

2. Images. In a social online environment, pictures are a must. But don’t use too many; it makes mobile viewing difficult.

3. Be organized. Stick to the point and don’t meander. Less is usually more.

4. Speak to your reader and talk human!

5. Links or attribution when you use others’ work or ideas.

6. Soft call to action. Let your readers know what to do next.

It better be in there!

BE EPIC

Include multi-mediaAudio

Video

Images

Hangouts

Transcription

BE EPIC

Think outside the boxBE EPIC


Make Your Content Findable

Content that can’t be Found might as well be invisible.

Balance quality content with SEOMAKE YOUR CONTENT FINDABLE

Keyword rich title tagsMAKE YOUR CONTENT FINDABLE

Compelling meta description tagMAKE YOUR CONTENT FINDABLE

Proper heading tag hierarchy

MAKE YOUR CONTENT FINDABLE


Exercise:Write Titles and Descriptions for three pages

Optimize imagesMAKE YOUR CONTENT FINDABLE


Socialize Your Content

Choose your social networks

The obligatory, overwhelming social

media network slide.

SOCIALIZE YOUR CONTENT

Stay engagedSOCIALIZE YOUR CONTENT

Be greatSOCIALIZE YOUR CONTENT


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Thank You!

Beginner's Guide to Creating an Epic Blog

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Transcript of Beginner's Guide to Creating an Epic Blog