beyond social: blog marketing tips to reach and engage new audiences

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Page 1: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

WEBINAR

Follow PR Newswire:

@PRNEWSWIRE

Follow CNW:

@CNWGROUP #BLOGTIPS

Page 2: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Speakers:

Rebecca BrownExecutive Directorof StrategyEngagement Labs@BunchFamily

Moderator:

Amanda EldridgeDirector, Strategic ChannelsPR Newswire@PRNSmallBiz

Amanda HickenManager, Audience RelationsPR NewswireBloggerBeyond Bylines@ADHicken

Page 3: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Showcase your expertise

Build your influence

Engage with your audience

Understand their needs

Marketers who blog are 13x more likely to drive positive ROI than those who don't.- HubSpot’s State of Inbound 2014

Page 4: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Identify your goals

Understand the value you bring

Establish a blogging routine

Create craveable content

Step 1:

Page 5: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Step 2: Promote it.

Sounds easy. Right?

Page 6: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Today, we’ll discuss how to:

1. Uncover where your blog’s audience is

2. Make the best use of your time on social media

3. Use other tools to grow your readership

4. Position your content to promote your expertise

Page 7: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

• Blogs are no longer destinations on their own

• Content marketplace is saturated

• Social channels becoming pay-to-play

Multi-Channel: The New Normal

80% of Consumers Research Online Prior to Purchase

Your audience is choosing content based on recommendations & shares

Page 8: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

• Who your audience is

• What topics they’re interested in

• Where they hang out

• Their digital and social habits

Unlock Your Promotion Strategy By Researching

Page 9: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Assign categories to:

• Content published across channels

• Your audience

Research, Categorize & Record

Gather data from Google Analytics, Facebook, Twitter, Pinterest’s free native tools

Capture data in spreadsheet and observe over time

Page 10: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Page 11: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Tailor Strategy by Social Network

Start with a few networks aligned with your business

Adapt according to how users interact with each

Identify and differentiate your voice if needed

Stay organized and stick to a schedule

Page 12: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Don’t Just Broadcast – Build!

Build relationships and influence by:

• Answering questions

• Offering (non-promotional) advice

• Sharing and engaging with other bloggers

Follow ‘Real Life’ Rules: Be nice and be helpful

Page 13: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Use Multimedia

The state of video on :The effect on retweets of:

• > 1 billion video views daily

• 50% of people in US who regularly visit Facebook watch 1+ video daily

• Number of video posts per person increased 75% globally, 94% in US

Source: Twitter Media Blog Source: Facebook Media Blog

Page 14: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Leverage Smaller, Niche Networks

Page 15: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Get Involved in Groups

Page 16: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Page 17: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Page 18: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Email Marketing

Page 19: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Email Marketing

Use site and social analytics to select content

Make it easy to subscribe

Personalize by audience type

Not tech-savvy? No problem!

Page 20: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Press Releases

Page 21: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Press Releases

• Frequency: Once per week

• Select posts that feature original research and focus on consumers

• Coupled with personalized media outreach, syndicated partnerships, social media

Page 22: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Press Releases

Earned media on:

• Yahoo! Finance

• CNN Money

• MarketWatch

• New York Times

• Associated Press

• LA Times

• Boston.com

• TODAY.com/TODAY Show

Page 23: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Press Releases

Page 24: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Partnerships

Use search engines, social and your professional network to identify relevant partners.

Be flexible and find mutual benefit:

• Conferences and webinars• Cross promotion• Guest Posting

Page 25: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Beyond Social: Strategic Guest Posting

Do it for the right reasons:

• To help others and demonstrate expertise • NOT for SEO

Research site’s requirements and published content

Provide original content with new perspective

No link spamming

Page 26: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Monitor

Analyze

Define

Execute / Adjust

Full Circle Promotion

Page 27: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Full Circle Promotion

Look at channels AND content

Identify patterns, but don’t ignore outliers

Get rid of your assumptions

Refine and pivot

Page 28: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

#BLOGTIPS

Questions?

Rebecca BrownEngagement Labs

@BunchFamily

Amanda EldridgePR Newswire

@PRNSmallBiz

Amanda HickenPR Newswire

Beyond Bylines@ADHicken

Follow PR Newswire: Follow CNW: @PRNEWSWIRE @CNWGROUP

Page 29: Beyond Social: Blog Marketing Tips to Reach and Engage New Audiences

FOR MORE INFORMATION:

US: (888) 776-0942CANADA: (877) 269-7890