HOW BLOGGING WORKS IN IWMPresented by:

Chris Green and Cody Skrzypkowski

SEARCH ENGINE OPTIMIZATION

SEO AND OPTIMIZATION

Optimizing blogs is similar to optimizing websites

In order to go about optimizing however, there are certain factors that must be acknowledged

KEY WORDS

Use your primary keyword in your blog domain

Use your primary key phrase in your blog header tags and the title of your posts

Use your secondary keywords in the body of your post

LINKS AND SPIDER SEARCH (SPIDER SENSE?)

Use your keywords in the anchor text of links

Make sure search engines can spider your blog easily

Get backlinks from other blogs or websites

UPDATE AND STAY PUT(T)

Update frequently

Stay put

Thought Leadership

THE PROCESS

Key Points:

• Syndicate and Synchronize

• Tune In

• Share, Link, Guide, and Comment

• Create, Remix, and Synthesize

SPECIFIC METHODS Instructional

Informational

Reviews

Lists

Interviews

Case Studies

DO I HAVE TO BE EINSTEIN? WELL, ACTUALLY…

THOUGHT LEADERSHIP IN BLOGGING IS ABOUT THE “HOW”

Customers used to be told “what” companies were doing, but now that blogs are around, they want the “how”

Who are you and what do you stand for?

What is your defined circle of influence?

TAKE A RISK WITH THOUGHT LEADERSHIP

People want to hear your two cents about what goes on in your industry!

CONNECTIVITY WITH OTHER MEDIA

THIS IS WHERE SOCIAL MEDIA COMES IN Discuss new posts on Twitter, Facebook, LinkedIn

Respond, Respond, Respond!

Unless you are Seth Godin…

JUST LIKE THE GROUNDSWELL SAYS…

Make executives buy in to your plan

(in this case, make them the thought leaders)

Feedback (not sales) are what make a blog

BLOGGING AND RELATIONSHIP MARKETING

TO IMPLEMENT A RELATIONSHIP IN BLOGGING:

Be clear

Find out what your customers want

Be Authentic

Get rid of the Spiel

***Be Available***

CASE-IN-POINT OF AVOIDING THE HARD SELL

“A few weeks went by, and I went to NYC for my Blogworld speech. When I got back I ran into Joe at his bar and when we sat down to talk he asked me if I’d be interested in helping him with social media.

It’s funny because I used to joke with friends that an ideal job would be to work on social media strategy for a surf travel company. But what’s interesting about this is that our conversations didn’t start with the intention of doing business together. They started because of an interest in his story and his blog.”

Srini Rao, The Skool of Life

CAN YOU USE ANALYTICS TO CREATE RELATIONSHIPS?

You can use analytics through the use of:

-Inbound marketing management tools

Which can help data mining and create:

-Targeted offers

GETTING PEOPLE TO STAY:

BLOG DESIGN AND LAYOUT

Design arrangement of posts

Lead images (borders + shadowing)

Buttons, Widgets, and Icons

Display encourages someone to read your post

THERE IS MORE TO A BLOG THAN CONTENT

ONLINE TAGGING

WHAT ARE TAGS?

Yong-Mi Kim of the School of Information, University of Michigan wrote, states:

“Tags are descriptive terms people attach to online content, either their own or other

people…”

THE IRONIC CHALLENGE OF TAGGING FOR IWM MARKETERS

“…the irony is that the more useful and relevant your site becomes, the worse it may actually perform.”

WHERE DO TAGS SHINE FOR IWM MARKETERS?

1. Key words in title tags

2. Action words*** (this is where marketers can shine)

3. Secondary key words

4. Brand logo, URL, or Your name

SO…

To recap, an effective blog works in IWM by:

SEO and Optimization

Expressing Thought Leadership

Having Connectivity With Other Media

Demonstrating Appealing Blog Design and Layout

Formatting/Structuring/Pushing Content through Online Tags

CASE STUDY COMPETITION

The Details: Class is split in to two halves

5 minutes to judge whether or not blog achieved 5 key components outlined

1 presenter from each team to explain reasoning for why, or why not, the blog case study was a failure, and what improvements could be made.

The better explanation wins!Lutrov Interactive

http://lutrov.com/blog

REFERENCES(2011). Blog posts design: important styling

aspects. Template Monster. Retrieved from

http://blog.templatemonster.com

Blog Maniac. (2004). Search engine optimization for blogs. Retrieved from http://www.blog-maniac.com

Castillon, J. (2011, June 9). Tags & tag cloud-its value to online writing and SEO. OnlineWritingNiche. Retrieved from

http://onlkinewritingniche.com

Griffiths, K. (2011, September 16). Learn the secret of writing commanding title tags for SEO. Retrieved from http://

onlinemarketingandpromotionbasics.com

Hubspot. (2011). Marketing automation is the next cold calling. Mashable. Retrieved from http://mashable.com

Kessler, S. (2011). Top 5 mistakes to avoid on your company blog. Mashable Business. Retrieved from http://mashable.com

Thurman, R. (2011). Beyond social media: blogging as thought leadership. Retrieved from http://www.rosettathurman.com

Moore, A. (2011). The inevitability of the tag management system. Online-Behaviour. Retrieved from http://online-

behaviour.com

Pergolino, M. (2010, June 9). Why thought leadership rules the B2B world. Marketo. Retrieved from http://blog.marketo.com

Rao, S. (2011). How relationship marketing helped me land a dream client. Socialmouths. Retrieved from http://

socialmouths.com

Slideshare. (2009). Blogging for thought leadership. Retrieved from http://www.slideshare.net

Stafford, P. (2011, June 3). Relationship marketing-the new way to success? Blogging Tips. Retrieved from http://www.bloggingtips.com