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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10%
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30%
40%
50%
60%
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90%
100%
Marketing Impact
Website SEO PPC Campaigns
0
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