cim digital pr bootcamp, 5th nov 2015 [blogging]
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www.visionb2b.co.uk @visionb2b @renepower
Blogging for businessRené PowerFounder, Vision B2B
www.visionb2b.co.uk @visionb2b @renepower
Session objectives• Understanding the power of a
company blog• Blog writing tips• Being creative with your blog• Blogging to achieve greater visibility
and engagement
www.visionb2b.co.uk @visionb2b @renepower
Is everyone producing a blog – or some kind of frequently updated web content?
www.visionb2b.co.uk @visionb2b @renepower
Blogging tops content tactics
www.visionb2b.co.uk @visionb2b @renepower
Good for business
www.visionb2b.co.uk @visionb2b @renepower
7 reasons to blog for business
www.visionb2b.co.uk @visionb2b @renepower
Blog writing tips• Walk before you can run• Select keywords and known
industry problems• Create a calendar• Create a template• Set criteria for tone, titles,
topics, images• Create a team to write, edit
& post new blog content• Play up subject experts• Consider options/alternatives
to written posts (variety)• Mix up topical with evergreen
www.visionb2b.co.uk @visionb2b @renepower
Starting (or breathing new life into) your business blog• Repurpose existing material• Comment on industry news• Comment on new research or
data• Write an industry round up• Provide an industry resource
list• Write up an event, conference,
seminar, trade show• Create customer case studies• Identify and solve industry
problems• Interview an industry leader• Make a case for change
www.visionb2b.co.uk @visionb2b @renepower
Driving traffic by getting off your blog
• Sharing strategy• Commenting strategy• Posting on Linkedin• Posting on trade media• Business media• Business portals
– Guardian Small Business Network
– Huffington Post• Business associations
(membership)• Reciprocal blogging• Independent publishers
www.visionb2b.co.uk @visionb2b @renepower
Using a blog for lead generation• Compelling Call to Action
– Offer exclusive content– Offer recommended
reading– Provide email subscription– Provide RSS subscription– Offer downloads– Offer social sharing– Ask for feedback– Build community
www.visionb2b.co.uk @visionb2b @renepower
Acting as editor in chief• Job role
– Briefing– Interviewing– Editing– Handling
feedback– Posting– Promotional plans
for each piece
www.visionb2b.co.uk @visionb2b @renepower
Management• Content calendar vs. boards vs. mindmaps
www.visionb2b.co.uk @visionb2b @renepower
Analytics led content• Use analytics to improve focus
and quality of content
• 10 standard metrics that you need to monitor & impact
SALES Conversion to sales New vs. returning visits Behaviour (content) Dwell Bounce Social referral Exit path Device Geography
www.visionb2b.co.uk @visionb2b @renepower
Summary• Blogging works if it is on topic and
relevant• Think about different types and
format when it comes to blogging• Consider the logistical management
required• Use analytics to sense-check blog
content
www.visionb2b.co.uk @visionb2b @renepower
Blogging action plan breakout• Create your own action plan to
create a high impact and engaging blog
– What problems can you solve; what topics can you advise on?
– Who can produce the content?– How will you manage getting it
delivered?