blogging for business

Business Blogging 101(and 102 and 103)

Jon DiPietro

Where does blogging fit?

Content

Optimize

Promote

Convert

Measure

InboundMarketing

What We’ll Cover

GoalsStep 1: PlanStep 2: PublishStep 3: Promote

GOALS

Goals:Thought Leadership

Demonstrate Expertise

Goals:Search Engine Optimization

Link Love

Goals:Drive Conversions

Reciprocity

Step One: Plan

“Tactics without strategy is the noise before defeat”

Art of War by nbarreto on Flickr

Plan:Set Expectations

J-Curves

Plan:Content Management System

Instant Website

Plan:Content Management System

WordPress

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 ✗

Plan:Outcomes

Start with the end

Plan:Keywords

Google Keyword Planner

Volume

Competition

Cost

Plan:Quantity

More is better, but…

Plan:Consistency

Consistency is more better!

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

Plan:The PowerPoint Trick

Turn a Presentation Into a Content Bonanza

Plan:Balance & Variety

Think healthy diet

Plan:Editorial Calendar

Spreadsheet

Preparation

Plan:ABC

Always Be Collecting

Plan:Intelligence

RSS, Q&A, Google Alerts

Plan:Tools

Evernote

Step 2: Publish

Publish:Storytelling

Inciting Incident

Conflict

Climax

OpeningValue

Conflict

ClosingValue

Publish:Titles

CuriositySuspense

Fear

Publish:Writing

Don’t bury the lead

Publish:Writing

Readability

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

Publish:Writing

Image Rights

©

Publish:Writing

search.creativecommons.org

Publish:Writing

Conversational

Step 3: Promote

Promote:Brown-Nosing

Attract attention of influencers

Promote:Share

Schedulers:Hootsuite, Buffer

Promote:Leverage

LinkedIn, Quora

Promote:Reuse

YouTube, Slideshare

Promote

• Email Signatures• Contests• Blog Directories• YouTube intro video• Website Banners

Additional Tips

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!!

Questions

Thank You

Email:jdipietro@authentiasoft.com

Blog:authentiasoft.com/blog

Twitter:@JonDiPietro