how to blog better for your business
Post on 15-Jul-2015
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How To Blog Better For
Your Business
With Jane Woodyer of We Love 2 Blog 4 You
+An Introduction To Blogging
1980s – 1990s – newsgroups and digital forums
Mid to late 1990s – online diaries and weblogs, first blog
hosting tools and blogging communities
2000s – blogging seen as distinct from journalism
2002 – Microsoft and Macromedia start a corporate blog
mid 2000s – blogging goes mainstream
2005 – corporate blogging takes off!
Where It All Started
+ What Company Blogs Can Take From
Bloggers
Politics & Opinion
Hobbies & Crafts
Fashion, Music, Culture
“Life”
What Bloggers Blog About
+ What Company Blogs Can Take From
Bloggers
Reach likeminded people
Establish reputation & authority
Build loyal followers
Convert readers
Blogging Objectives
+ What Company Blogs Can Take From
Bloggers
Reach likeminded people
Establish reputation & authority
Build loyal followers
Convert readers
How Can We Apply This To A Business Blog?
+Social Media Vs. Blogs
A Tweet lives for only a few hours
A blog post remains on your website indefinitely
Social media updates have to compete with other content
Your blog posts are on your own website
Social media encourages interaction through likes, retweets,
shares and comments
Blogs can use all these tools and provide a platform to build
customer relations
Why Blog? Can’t I Just Post On Social Media?
+ Should You Have A Company Blog On Your
Website?
Blogging platforms – Blogger, Tumblr, Wordpress.com etc.
LinkedIn – Long form posts
Self-hosted blog on business website
Where Should I Blog?
+Content Marketing And SEO
Blog posts
Video clips
Infographics
Slideshares
Social media updates
It’s not advertising…
What Is Content Marketing?
+Content Marketing And SEO
SEO needs words
Content marketing provides the words
SEO wants backlinks
Great content gets linked to
SEO demands fresh content
Content marketing provides it
SEO wants lots of webpages
Companies with 51 to 100 pages generate 48% more traffic than companies with 1 to 50 pages. Hubspot Marketing Benchmarks
Content marketing (specifically blog posts) generates this
SEO – Search Engine Optimisation
+Reasons To Have A Company Blog
High quality content, demonstrates you’re the expert
Drives traffic to your website
Establish reputation & authority:
From social media
From SERPs
From links
+Reasons To Have A Company Blog
Generates sales
Visitors make the link between your blog content and your
product
If they value your advice and trust you, they will buy from you
Builds loyalty
Value adding content = visitors return for more
Personalising your content = your business stands out from
your competitors
+Blog Strategy
Define your objectives for your blog
Want to be found for in search results?
What do you want to be known for?
What are your company values and ethos?
What is your brand proposition?
How does your product or service ‘help’ your customers?
What Do You Want To Achieve?
+Blog Strategy
What will make the ideal customer visit your blog?
Build a customer avatar to help you understand them better.
Research: Long tail keyword research,
Competitor’s blogs,
Social media & online forums,
Surveys.
What Does Your Customer Want?
+Blog Strategy
Blogging Jobs:
Decide on titles and subjects?
Write posts?
Proofreading & editing?
SEO & publishing?
Promote blog posts?
Manage blog calendar?
Measure its success?
Who Will Run Your Blog?
+Blog Strategy
Can you repurpose existing content to create blog posts?
Video
Presentations
Survey results
White papers
Do you have people who can contribute to your blog?
Employees
Loyal customers
Industry contacts
What Assets Do You Already Have?
+Blog Content Calendar
If your website was a magazine what sections would you have?
Core areas of business
Main issues that customers search for
How tos
News, events, insights
Inspiration…
Popular keywords make great tags is used sparingly and
consistently
Identifying Categories & Tags
+Blog Content Calendar
What is most important?
To your business
To your customers
Prioritise Your Content
+Blog Content Calendar
Realistically how often can you blog?
Companies that blog 15 times or more per
month get 5x more traffic than companies that
don't blog - Hubspot Marketing Benchmarks
Decide On The Frequency Of Your Blog
+Blog Content Calendar
What’s coming up?
Relevant seasonal and calendar based events
Industry events and dates
Significant dates for your company
Set A Date In Your Diary
+Blog Content Calendar
Combine keyword and customer research to create a list of
blog titles, including:
Top questions you can address
Tools for your customers to be successful
Frequent problems and concerns
Knowledge that adds value
Attribute Categories To Blog Publish Dates
+Blog Content Calendar
Complete your blog content calendar:
Add agreed titles
Assign authors
Distribute Your Blog Titles
+Writing Blog Posts
Consider how blogging has evolved and where it has come from:
Sharing what we’re passionate about
Creates compelling blog posts
Finding Your Voice
+Writing Blog Posts
Blog posts are written by people not companies:
Write in the first person
Use a conversational yet authoritative tone
Refer to personal experience and your opinion / beliefs
Share your team’s expertise and diversity through blog posts
Make It Personal
+Writing Blog Posts
Blogging is a form of social media:
Pose questions
Ask readers for their opinion
Invite visitors to continue the conversation
Invite Interaction
+Writing Blog Posts
What do you want visitors to do with the information in your
post?
No sales pitches - “even signing off an otherwise objective blog
post or newsletter with a product pitch will bring the content’s
credibility level down by 29%” Kentico Software Digital
Experience Survey
Call To Action
+Publishing Blog Posts
Keywords:
Primary keywords
Secondary keywords
Long tail keywords
Adwords / Keyword planner – discover what your customers
are searching for
Basic SEO Skills
+Publishing Blog Posts
Categories
Tags
Titles
Slugs
Headers
Bullet Points
Images
Basic SEO Skills
+Promoting Your Blog Posts
Blogging is not an overnight fix for your SEO, give your blog a
boost:
Promote on social media
Email campaigns
Post in social media groups and online forums
Target influencers
Repurpose your post on other platforms
"'I hit 'publish' for the first time, and everyone just
showed up' – said no blogger ever." - Rand Fishkin,
SEO Expert from Moz
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www.ilove2blog4.youFor further help please get in touch
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