How to blog in 2013
-
Upload
sigma-web-marketing -
Category
Business
-
view
300 -
download
1
description
Transcript of How to blog in 2013
![Page 1: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/1.jpg)
How to Blog in 2013
Does it haveto be this complicated?
![Page 2: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/2.jpg)
How to Blog in 2013
Larry LevensonChief Inbound Officer
Co-founder
@SigmaWebMktg
![Page 3: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/3.jpg)
![Page 4: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/4.jpg)
Pay per click
Print advertising
Press releases, PR
Social media
Other community marketing
EmailCompany Website
& BlogLocal Search/
Local Marketing Testimonials & reviews
SEO is tied into everymarketing effort!
Bring Order to the Noise
![Page 5: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/5.jpg)
AgendaI. Five Keys to a Successful Blog
1. Identify Target Personas2. Create a Mix of Posts3. Write Great Posts4. Sustain It5. Spread It
II. How to Measure Your Blog
![Page 6: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/6.jpg)
Exponential Effects
Blog
SEO• More Traffic• More Links
Social Media• Even More
Traffic• Even More Links• More Content
![Page 7: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/7.jpg)
Key #1: Identify Target Personas
Kadient photo by: David Meerman Scott
![Page 8: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/8.jpg)
Your Content Pulls in Your Personas
“Create the kind of online content that your buyers naturally gravitate to.”
- David Meerman ScottAuthor of The New Rules
of Marketing & PRwww.webinknow.com
![Page 9: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/9.jpg)
What Keywords Will Attract Your Personas?
• Fill posts with them• Build an archive of content full of them
![Page 10: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/10.jpg)
How We Pick Keywords: Keyword Grader
![Page 11: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/11.jpg)
A Word of Caution
• Writing for your personas DOES NOT mean writing about the products and services you sell them
• Write about the things they want to learn about
![Page 12: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/12.jpg)
Key #2: Create a Mix of Posts
Flickr Photo: jek-a-go-go
![Page 13: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/13.jpg)
Plan a Mix of Posts
News
Feature
Video
Photos
Opinion
Different people are interested in different things!
![Page 14: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/14.jpg)
Raisin Bran – Basic, Everyday Posts
• How to posts• Rich in
keywords• Get good at
whipping them out
• Make sure they’re useful or entertaining
Flickr Photo: greeneyesmilw
![Page 15: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/15.jpg)
Spinach – Healthy, Thoughtful Posts
• Should establish your site as a thought leader in the industry
• Put time into them
• Don’t do too many
Flickr Photo: ulteriorepicture
![Page 16: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/16.jpg)
Roasts – Big Blog Projects
• Lots of work• Lots of links,
discussion and attention
• Pick them well
![Page 17: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/17.jpg)
Tabasco – Posts That Start Fires• Make a bold
statement• Be prepared to
defend yourself• Lots of comments
and links• Too many of
these posts could lose trust
Flickr Photo: ANOXLOU
![Page 18: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/18.jpg)
Chocolate Cake – The Sweet Stuff• These posts make
your blog fun• A chance to poke
fun at yourself• Lots of
traffic/links • Often video,
images
Flickr Photo: scubadive67
![Page 19: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/19.jpg)
Key #3: Write Great Posts
Flickr Photo: Olivander
![Page 20: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/20.jpg)
No Need to Be Hemingway
Just follow a few simple rules.
Photo: Wikipedia
![Page 21: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/21.jpg)
Tips for Post Structure
• Use Headings• 400-600 words• Lists are OK (just
not too many)• 1 idea per post
![Page 22: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/22.jpg)
Blog Topic Ideas
• List of 5 ideas, trends or thoughts• Publish a list of links• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articles• Turn a press release into a blog article• Check your email outbox
![Page 23: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/23.jpg)
Always Add a Photo
• Flickr• iStockphoto• Shoot your own
![Page 24: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/24.jpg)
How to Search for a Flickr Photo
Go to Advanced Search
Then search for CC licensed photos
![Page 25: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/25.jpg)
Where Do You Get Ideas?
• Everywhere• Keep a list• When you learn something,
flesh it out• Ask your readers
Keep a list of blog ideas – you’ll find them everywhere.
![Page 26: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/26.jpg)
Write Great Headlines
![Page 27: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/27.jpg)
How to Write Great Headlines
• Write the headline before the article• Imagine the reader won’t see the article• Surprise people• No spelling errors!• Use your keywords
![Page 28: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/28.jpg)
Blog Article Titles
• Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?”
• Enticing: “107 Ideas for Content Marketing”
• SEO: “Creating Your Long Tail Keyword Strategy”
Still on page 1 after 13
months!
2-3 downloads every day
![Page 29: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/29.jpg)
Key #4: Sustain It
Flickr Photo: michalo
![Page 30: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/30.jpg)
Pick a Publishing Schedule
• Once a week? Every Monday and Wednesday?
• Stick to it• The goal is to build up a
body of keyword-rich content (create an asset)
![Page 31: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/31.jpg)
Different Ways of Doing Posts
• Email interviews• Video interviews (conferences, office
visitors, clients)• Guest posts from people with similar
blogs• “Best of” lists• “How we do it” posts
![Page 32: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/32.jpg)
Should I Hire People to Blog for Me?It depends.
Pros:– You don’t have to do the work– You hire a “professional writer”
Cons:– Nobody knows your business like you do– You don’t build your personal reputation– You don’t participate in the conversation
![Page 33: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/33.jpg)
Key #5: Spread It
Flickr Photo: felipearte
![Page 34: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/34.jpg)
Think of Blogging Like a Job Search
Would you sit at home and wait for a call?
![Page 35: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/35.jpg)
Take Comments Seriously
• Make sure you comment back• Find out who the people are
– Follow their links– Subscribe to their blog, follow them on Twitter
Use these links
![Page 36: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/36.jpg)
Why Leave Comments?
• Karma
• Get noticed by other bloggers
• Get noticed by other blog readers
• Get links back to your blog
• Thought leadership
![Page 37: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/37.jpg)
Tips on Comments
Increase the value of the article:
• Share an example• Add a point• Add a useful link• Disagree• Ask a question• Use your real name (not company)
![Page 38: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/38.jpg)
Publish on Social Media
• Post directly• Post via twitterfeed.com automatically
• Post to your status• Post automatically via a feed to your fan or
profile page
Also consider LinkedIn, other sites.
![Page 39: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/39.jpg)
Where Do You Link to Your Blog?
• Your homepage• Press releases• Business cards• Email signatures
![Page 40: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/40.jpg)
AgendaI. Five Keys to a Successful Blog
1. Identify Target Personas
2. Create a Mix of Posts
3. Write Great Posts
4. Sustain It
5. Spread It
II. How to Measure Your Blog Success
![Page 41: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/41.jpg)
Metric #1: Subscriptions
• A measure of you blog’s total reach• A “sticky” number
![Page 42: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/42.jpg)
Metric #2: Pageviews
• Great for media sites selling display advertising• Potential problems for your business:
– Doesn’t measure RSS– Weak measure of engagement– What’s the business value of a “view”?
![Page 43: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/43.jpg)
Metric #3: Comments
• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market
![Page 44: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/44.jpg)
Metric #4: Inbound Links
• Measure the SEO impact of your blog• An indicator of your blog’s role in outside
conversations
![Page 45: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/45.jpg)
Metric #5: Conversions
$
![Page 46: How to blog in 2013](https://reader033.fdocuments.in/reader033/viewer/2022061119/54632a09b4af9f6c1c8b49b6/html5/thumbnails/46.jpg)
Thank You! Any Questions?
Larry LevensonChief Inbound OfficerSigma Web [email protected] 359.5501
Free tools:http://marketing.grader.com
http://sigmawebmarketing.com/blog http://www.googlekeywordtool.com