12 imperative must dos for the serious blogger
TRANSCRIPT
Jay BaerConvince & Convert
www.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer
Sign me at 4:15pm!
This is NOT the Session for you if…
SelleckWaterfallSandwich.tumblr.com
@jaybaer
This is NOT the Session for you if…
HungoverOwls.tumblr.com
@jaybaer
This is NOT the Session for you if…
AwkwardStockPhotos.tumblr.com
@jaybaer
This IS the Session for you if…
Your blog plays a serious role in your business.You make money from your blog (directly, or indirectly).You want to improve your blogging results and break through to the next level of success.
@jaybaer
My BlogConvinceAndConvert.com
@jaybaer
My Blog
Blog began July 1, 20084 themesDesign by Copyblogger Media/StudiopressGenesis platform660 posts75 authors (~500 posts from me)~50,000 visitors/month
ConvinceAndConvert.com
@jaybaer
My Blog
#1 content marketing blog (Junta42)Top 10 social media blog (Social Media Examiner)Top 20 marketing blog (AdAge)
ConvinceAndConvert.com
@jaybaer
My Company
Social and Content AcceleratorsCorporate and Agency ClientsInvolved in Dozens of Blog and Content Marketing Scenarios Each Week
@jaybaer
My Business ModelSocial
Blog
Speaking Engagements
Clients
Sponsorship Revenue
Speaking Revenue
Consulting Revenue
@jaybaer
We’re in This Together
Flickr: pitel
12 Imperative Must-Dos…
1Be Patient
Give it Some Time
My Mom Read it First
@jaybaer
Don’t Get Frustrated
2012 (proj)
2011
2010
2009
2008
$- $20,000 $40,000 $60,000 $80,000
Direct Revenue
Exactly 3 years before I made my first nickel
@jaybaer
2Be Specific
Be Somebody’s Favorite
Blogging is an information meritocracyBlogging is the most competitive form of communication other than word of mouthFor whom are you writing?Better to be the favorite blog of fewer people than to be the “meh” blog of a larger group of people
@jaybaer
Make Fake Real People@jaybaer
Key Question:
“Because of this blog, <specific audience or persona> will <specific benefit>.”
Sharpen Your Focus@jaybaer
Better understand what you’re creating, and for whomEspecially useful exercise for group blogsWrite 50 headlines of posts you could (and would want to create)Identify the questions you’ve answered and the topical scatter patternWho needs those answers? That’s your audience
Audiences Aren’t Static
1. Digital Marketing for Agencies
2. Email and Social Confluence for Marketers
3. Social Media for Marketing Directors and Owners
4. Social and Content Acceleration for Social Media and Content Managers
SocialPros.com
@jaybaer
3Be Consistent
Is This It?@jaybaer
You are a Publisher@jaybaer
Don’t value inspiration over perspirationYou always have “something to say”Every post has value to your audience, and to your business
More = More@jaybaer
0
1000
2000
3000
4000
5000
6000
7000
14 25
2,959
6,883
Posts
Visits
Share the Burden@jaybaer
Before 2/5/12:3 posts per week, 2 (or 3) by me
After 2/5/12:4 posts per week, 1 by me
Guest postStaff postPodcast transcript
4Embrace Variety
Keep it Fresh@jaybaer
Move beyond the wordInterviewsVideosPodcastsPresentationsSurveys
Publish at least one non-standard post each week
Weekly Wrap-Up@jaybaer
Kikolani.com
Cartoons@jaybaer
BusinessesGrow.com/blog
Quiz@jaybaer
ConvinceAndConvert.com
Interviews@jaybaer
TheRiseToTheTop.com
Awards/Rankings@jaybaer
SocialMediaExaminer.com
5Be a YOUtility
Q&A@jaybaer
TheSalesLion.com
Helping is the new Selling@jaybaer
Give away knowledge snacks to sell information mealsHow far will you open the kimono?
Giving Away What You Know
@jaybaer
OpenviewPartners.com
Free Bricks@jaybaer
TheSalesLion.com
Quote to Remember:
“Giving someone a list of ingredients doesn’t make them a chef.”
6Find an Anchor
The Nucleus of Your Blog@jaybaer
Something special you can put in your editorial calendar every weekYour ONE ThingMakes content planning much easier
Spotlight@jaybaer
SpinSucks.com
Curation@jaybaer
TwistImage.com/blog
Twitter Interviews@jaybaer
Twitter20.com
7Have a CTA
Eyeballs are Overrated@jaybaer
Unless you’re selling ads, traffic has very little inherent valueIt’s about behavior, not page viewsYour blog must have an overall Call-to-Action and each post should have one too
Make it Clean and Clear@jaybaer
Key Question:
“After visiting this blog, I want readers to do <action>. Second best is <action>. At a minimum, <action>.”
8Cultivate
Community
I Love This Place!@jaybaer
Community drives repeat visits and sharing behaviors“The difference between an audience and a community is the direction the chairs are facing.”
-- Chris Brogan
WFACT@jaybaer
WelcomeFacilitateAnswerConnectThank
ConversationAgent.com
Vulnerability Drives Community
@jaybaer
Self-Validate@jaybaer
Your community isn’t your validation, you are (and the numbers are)You want community, but you don’t need itBlog comments are not a business model – nor even a particularly sound metric
9Be Findable
Your Most Important Reader@jaybaer
Always. Be. Optimizing@jaybaer
4 Years Blogging.New Visitor % is still
70%.
Every Page is the Home Page@jaybaer
Home page is landing page for 14% of visits.
Optimize Posts@jaybaer
InboundWriter.com
Key Question:
“What search term will people use to find this post in Google, realistically?”
10
Keep Score
Lots of Metrics, Only Some Matter
@jaybaer
What is your REAL goal?Your REAL goal is something that sustains you
Blog comments isn’t a real goalBlog traffic isn’t a real goalRetweets isn’t a real goal
Each of these is a link in the chain toward your real goal (maybe)
Measure Behavior, not Aggregation
@jaybaer
Number that count up from zero are usually inferior to ratios and percentagesSet up Goals, Funnels, and Events tracking in Google Analytics to measure behaviors that drive sustainability and financial meaningEven if you don’t sell online, there are behaviors that matter to your business
What I Measure@jaybaer
% visits to newsletter page, and conversions
(subscriptions)
What I Measure@jaybaer
% visits to podcast page
What I Measure@jaybaer
% visits to speaking page
What I Measure@jaybaer
% visits to consulting pages
Conversions by Source@jaybaer
After looking at top-level goal completions and ratios, examine where those conversions are coming from
Search? Which keywords? Which posts?
Social? Which venues? Which tweets/updates?
Use Google’s new Assisted Conversions to credit appropriately
11Embrace
Extensibility
Your Blog is a Trampoline@jaybaer
Other Places You Should Live@jaybaer
Slideshare!! (connect to Linkedin, too)ScribdComments on other blogs (huge, especially at first)YouTubePinterestInstagramPodcastsEtc. etc.
Quote to Remember:
“Think small. You need to be a digital dandelion.”
12
Be Shareable
Be Judicious about Icons@jaybaer
Do More Icons = More Shares?Scrolling or non-scrolling?Do you support the new kids on the block?
PinterestBuffer
Industry-specific sharing buttons?
Be Social, Don’t Do Social@jaybaer
Build a well of good willShine the light on others, and the light will shine back on youIt’s not quid pro quo, but if you want your content to be shared, be a great sharerShare down, not just up
Write Great Headlines@jaybaer
It matters. A lot.Lists still work Unexpected wordsIncorporate keywords
Jay BaerConvince & Convert
www.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer
Download these slides: slideshare.net/jaybaer
Jay BaerConvince & Convert
www.convinceandconvert.comwww.nowrevolutionbook.com@jaybaer
Sign me at 4:15pm!