Download - Blogging for Business 101
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Business Blogging 101(and 102 and 103)
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Orientation
Take notes (don’t transcribe)
Post-workshop email:• Evaluation survey• Resource page
Ask questions
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better mousetrap?
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great product, poor marketing
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mediocre product, great marketing
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great product, great marketing
“put a dent in the universe”
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Be Remarkable
7
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What We’ll Cover
GoalsStep 1: PlanStep 2: PublishStep 3: PromoteMystery Bonuses (time permitting)
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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:Audience Personae
Write for people
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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: Keywords
SEOMoz
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Plan:Keywords
Übersuggest
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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:Balance & Variety
Think healthy diet
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Plan:Editorial Calendar
Spreadsheet
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Visual Design
CRAP
o n t r a s te p e t i t i o nl i g n m e n trox i m i t y
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when using contrast, go big or go
home
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for unity
repeat design
elements
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Nullam vel augue eros, convallis bibendum augue.
Aenean venenatis varius orci, quis adipiscing arcu mattis
quis. In egestas sem et velit adipiscing pretium.
alignment
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Lorem ipsum dolor sit ametconsectetur adipiscing elit. Nullam vel augue eros
Etiam interdum fringilla lectus sed suscipitPellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa.
Mauris id nunc miOrnare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa.
Quisque accumsan tempus quamAc pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend.
Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa.
proximity
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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:Titles
• Encourage their dreams• Justify their failures• Allay their fears• Throw rocks at their
enemies
One sentence persuasion
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Publish:Titles • Lust
• Mystique• Alarm• Prestige• Power• Vice• Trust
Emotional Triggers
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Publish:Titles
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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
Example
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Publish:Writing
Symbols
“instant web site”
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Publish:Writing
Contrast
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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
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Mystery Bonus: Volunteer?
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Bonus: 75+ Blog Ideas in 5 Minutes
• 5-part “101” series on [core competency]
• Customer/case study of the month
• Top 3 stories of the month• Blog-hacking• Interview with
colleagues/mentors• Guest posts• Seasonal posts• Holiday posts• Conference recaps• Product/service reviews
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Bonus: 75+ Blog Ideas in 5 Minutes
• Top 5 benefits of ??• 5 surprising facts about ??• 5 common
mistakes/misperceptions about ??
• Getting started with ??• Hidden costs of ??• Stuff [my professionals] say
(terminology)• Recommended reading list• Twitter chat highlights• State of the industry report• Industry trends/predictions
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Bonus: 75+ Blog Ideas in 5 Minutes
• A day in the life• Best practices for [core
competency]• Pros and cons of ??• Checklist• Frequently asked questions
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Bonus: Building an Audience
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Building an Audience:Email Marketing
Premium Content
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Building an Audience:Insiders
Create “Member Only” Content
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Bonus: Recommended Reading
• Story – Robert McKee• The Elements of Story – Francis Flaherty• The Non-Designer’s Design Book – Robin
Williams• Made to Stick – Dan and Chip Heath• Inbound Marketing – Brian Halligan,
Dharmesh Shah• Meatball Sundae – Seth Godin• Linchpin – Seth Godin