blogging for business
DESCRIPTION
If you're considering starting a blog to promote your business or have tried and struggled with blogging, then this Blogging for Business webinar will be extremely valuable to you. After watching this webinar, you will learn: You'll understand the three ways blogging can benefit any business. You'll learn how to plan and prepare to launch a successful blog by understanding the balance between quantity and consistency and learning tricks for generating a consistent stream of article ideas. You'll discover powerful tips for writing effective blog posts that will attract readers and keep them coming back for more. You'll learn how to promote your blog across the web and build a loyal audience.TRANSCRIPT
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Business Blogging 101(and 102 and 103)
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Jon DiPietro
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Where does blogging fit?
Content
Optimize
Promote
Convert
Measure
InboundMarketing
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What We’ll Cover
GoalsStep 1: PlanStep 2: PublishStep 3: Promote
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GOALS
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Goals:Thought Leadership
Demonstrate Expertise
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Goals:Search Engine Optimization
Link Love
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Goals:Drive Conversions
Reciprocity
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Step One: Plan
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“Tactics without strategy is the noise before defeat”
Art of War by nbarreto on Flickr
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Plan:Set Expectations
J-Curves
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Plan:Content Management System
Instant Website
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Plan:Content Management System
WordPress
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Plan:Bolting On
Don’t split your efforts!
www yourcompany com
This is your “Google ID”
blog.yourcompany.com
www.yourcompany.com/blog
yourcompany.wordpress.com
✔
✔
✗
www.yourcompanyblog.com ✗
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Plan:Outcomes
Start with the end
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Plan:Keywords
Google Keyword Planner
Volume
Competition
Cost
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Plan:Quantity
More is better, but…
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Plan:Consistency
Consistency is more better!
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Plan:The eBook Trick
Instead ofmonolithic
white papers
Break up
the chapters
and sections
Into
Smaller, bit sized
Blog posts
eBook to PostsPosts to eBook
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Plan:The PowerPoint Trick
Turn a Presentation Into a Content Bonanza
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Plan:Balance & Variety
Think healthy diet
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Plan:Editorial Calendar
Spreadsheet
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Preparation
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Plan:ABC
Always Be Collecting
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Plan:Intelligence
RSS, Q&A, Google Alerts
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Plan:Tools
Evernote
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Step 2: Publish
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Publish:Storytelling
Inciting Incident
Conflict
Climax
OpeningValue
Conflict
ClosingValue
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Publish:Titles
CuriositySuspense
Fear
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Publish:Writing
Don’t bury the lead
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Publish:Writing
Readability
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Publish:Writing
Pictures
“The effects of the bush fires could be seen thousands of kilometers away and disrupted businesses across Victoria. At Melbourne Airport, flights schedules were disrupted and normal operation was difficult due to low visibility and choking effects of smoke.”
“The effects of the bush fires were felt far beyond affected areas.”
Photo used under Creative Commons license courtesy of Rusty Stewart (rustystewart) on Flickr
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Publish:Writing
Image Rights
©
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Publish:Writing
search.creativecommons.org
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Publish:Writing
Conversational
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Step 3: Promote
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Promote:Brown-Nosing
Attract attention of influencers
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Promote:Share
Schedulers:Hootsuite, Buffer
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Promote:Leverage
LinkedIn, Quora
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Promote:Reuse
YouTube, Slideshare
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Promote
• Email Signatures• Contests• Blog Directories• YouTube intro video• Website Banners
Additional Tips
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Wrap-Up
Planning:When you fail to plan, you plan to fail!Publishing:Invest evenly in writing, title and images.Promoting:Settle in for a long journey!!
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Questions