The Ins and Outs and Ups and Downs of Blogging
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Transcript of The Ins and Outs and Ups and Downs of Blogging
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The Ins and Outs and Ups and Downs of Blogging
Where Does a Blog Fit Into Your Marketing Strategy?
Presented by
Tom CiesielkaTC Public Relations
www.tcpr.net
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Why a blog?
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#5 According to EBiz |MBA
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Content marketing is the discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.
- Content Marketing Association
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Why? Intuitive
• It gives your business a “personality”• Shares your expertise in your “voice”• Gives readers the “why” behind your business• Has duel marketing purpose with “content”
and public relations • Encourages your “continuing education”
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Why? Statistically
• 43% of marketers generated a customer from their blog this year. Hubspot 2013 State of Inbound Marketing Report
• 82% of marketers who blog on a daily basis acquired a customer using their blog, as opposed to 57% of marketers who just blog monthly. Hubspot 2013 State of Inbound Marketing Report
• 86% of B2B small business marketers favor blogs as their most effective content marketing tactic. B2B Small Business Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America
Excerpts from Real Lawyers Have Blogs http://kevin.lexblog.com/
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Website Copy Cat?
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Cool Cat
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Three Must-Answer Questions
• How can you determine if a blog really is a missing piece of your marketing puzzle?
• What business result do you desire?
• Who will write, manage, and promote the posts?
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Source: Google Zero Moment of Truth 2011
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Blogging.org Ignite Spot
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Measuring a Blog’s ROI
ROI Expressed as a Percentage =
Revenue - Investment Investment
______________________________________• Time spent per post • Measure revenue-related activities• Compare to other business development tactics• Fun factor
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Stand Alone or Integrate?
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Difference Between Fun and Foolish
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Fun with a Purpose
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Semi-fun
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Three Step Planning
Mission
Editorial Calendar
Technology
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Clear Mission
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Tactics
• Frequency (?) – As often as there is something worth writing
• Blog publicity plan • Blogrolls = alliances• Link strategically • When you invest in images, pursue a return • Guest blogging’s double payback
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Writing Strategy
• What’s the point?• Do your posts connect need to marketing
objective?• Headlines not thesis statements • Think “living room” not “boardroom”• Editorial, informational, time-sensitive,
trending topic (pick one, maybe two)
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Filling the Blank Blog
• Editorial calendar guidelines:
– Features– Trends– News– Surprises
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Owned Media Measuring
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Page Views and Twitter Followers
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Transition Point?
“Arguably, more satisfaction is derived from writing an in-depth blog, but Twitter allows us to get right to the point. Is there room for both to co-exist online? … it's worth taking a look at ... and what [it] means to a media sphere that's becoming more about headlines than context.”
Daniel Sieberg CBSNews.com
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How might your “baby” grow up?
• Discussion and questions
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Now what?
• It’s where the “right brain” meets the “left brain” with content marketing
• Started a blog? You’ve done about 20% of the work to make it successful
• “What do we want? Patience. When do we want it? NOW!” – Al Franken
• “Small” can be the new “big”