business blog strategy
DESCRIPTION
TRANSCRIPT
Creating a Business Blog Post
Shazia Z YaqubJanuary 2012
What is the purpose of your blog?, Communicate to potential clients that we exist and are experts
in product sourcing ,pr development and supply chain management
What do you want say? We need convince readers of your site your are expert opinion
to follow and aware of the environment that we operate in What kind of readers do you want to attract? -Casula readers/ optimizing search engine
What overall goals will your blog achieve?
Defining aBlog Vision?
Step 1: Create a Content Strategy
A content plan describes who, what, how, where and when content is developed.
What is Content Planning?
Content Planning
Clarifies who owns each
piece of content
Defines the format for
providing the content
Identifies who
receives, reviews and
approves each contentIdentifies the
sign off processes behind the supply of content
Determines the
frequency in which content
is updated and
Highlights project
deadlines
Content Planning For BlogsCustomer Persona Define your top three customer personas. These are short pen portraits of key target customers. Keep it brief; highlight their pain points and most urgent needs. 200 words max.
Content ScheduleOutline the key content deliverables you need to produce for the next three months. For example, blog posts, white papers, case studies, and videos.
Content Mix Define the types of content your customers want to consume. For example, besides text, they may also want video (YouTube), audio (iTunes) and presentations (SlideShare).
Keyword Strategy Identify the top twenty keywords you want to target. These should be a blend of keywords you can potentially ‘own’ and long tail keywords for your business sector.
Call To Actions Identify the most important call to actions for each content deliverable, for example, email capture, sign up for webinars, download software, Like a Facebook page or add a comment.
Publishing Workflow
Create Content PlanIdentify Content
Blogs/ Podcasts/ Video Cast/ Slide shows
Assign Resources
Develop Outlines/wireframes Develop Content
SubmitSubmission process –
when you’ve finished the content, identify
who checks it for quality.
ReviewEditorial review
process – when you’ve finished the quality review, identify who
does the editorial review.
PublishPublishing process – when you’ve approved the content, identify
who publishes it.
Publicize Content
Editorial Calendar
Category
Ref. No. Title Priority1-High5 Low
Assigned to
Format Due Date
Risks/ Issues/ Dependencies
Vendor Evaluation
VE-5 Sept-Draft1 ensuring JIT Deliveries – Does your suppler have the capacity
3 Zeba Written 15 Nov
Metrics MET-7 Sept - Final
Inhouse or Outsource? Cost of outsourcing
3 ZuhairTariq
Video Interview with Mr. Ahmed
Oct 13
Call ahead for Mr. Ahmed Appt
Outsource
OS – 18 Sept - Review
Is China a reliable outsource center for cloth manufacturing?
5 Hasan Podcast Oct 7
Content plan
CP- Plan Oct- Oc 5- Draft 1
Content Plan Oct 2011
1 Maha Sept 29
For Monthly Meeting
Step 2: Blow your Horn
Pre and post publication Actions
1. Search Engine
Optimizations
Do a key word search on Google
etc
Include keywords in the main content, the
headings and the image titles.
2. Syndicatio
n
Set up RSS Feed for automatic
delivery to readers
3. Email List
Allow people to sign up for your blog via email
Send quick email to your list
including the blog title and a link to the page
Set up an automated list
4. Social Media
Sharing
Include Social Media Sharing
buttons on blog
Share on•Twitter•LinkedIn •Facebook
Make Social Sharing Easy• Have social sharing buttons• Share in the afternoon - people interact more in the
afternoonsTwitter:• Share blog post several times during the day• Use different taglines/ hashtags• Use Url shorteners bit.ly or ow.ly
Linkedin• Share via status message• Share to interest groups• Create dialogue through group discussions
Facebook• Create a facebook page• Share the post once
Add to other platforms:• Google +• Del.ici.ous• stumbleupon
Social Media – tips and tricks
Step 3: Next Steps
The Most Important Question is…
Interaction Platforms Business Results
Content Platforms – Blogs, You
tube, scribd, slideshare, 3rd
party blogs
Search Engines-
SEO strategy
Social Networks
– Facebook, Linkedin, Twitter,
Stumbleupon, Facebook, Google +
Potential Persons
of Interest
Platform User
Audience
Employees
- Awareness - Customer
Base - Profitability - Reputation
Audience
Who is the Content Audience ?
Primary Audience? Secondary and tertiary audiences? Where are they found? What is their informational need? What is their networking need? What value can we provide them by engaging with them?-Brands owner with no product-Retailer who recognizes the demand for the product but does not have the resources to source-VC who acquired a brand and are and wants to consolidate supply chain and procurement and minimize costs of outsourcing- Turnkey operators – someone who want to turn around a project
The 2nd Most Important Question is…
Interaction Platforms Business Results
Content Platforms – Blogs, You
tube, scribd, slideshare, 3rd
party blogs
Search Engines-
SEO strategy
Social Networks
– Facebook, Linkedin, Twitter,
Stumbleupon, Facebook, Google +
Potential Persons
of Interest
Platform User
Audience
Employees
- Awareness - Customer
Base - Profitability - Reputation
Audience
Why do we want to interact with them?
Intitially we need to have an expert blog voice
What is the bottom line (specific/measurable/deadline oriented) Analytics targets:
Subscribers Inbound Links Keywords search
Non-analytics targets Short term goals Medium Term Goals Long term Goals
Some Bottom Line Returns
The 3rd Most Important Question is…
What will be our content engagement strategy?
BLOG STRATEGY1. The purpose of this blog is.....
• General Education of Customers• Soft selling of its services
2. The style of the blog?• Creating Product/ Service feature awareness• Others?
3. What do we talk about in this blog• Key topic/ headings
4. How do we make the voice unique in the blogosphere?
