mastering the blog: a step-by-step plan from launch to leads

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Page 1: Mastering the Blog: A Step-by-Step Plan from Launch to Leads
Page 2: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

northwoodsoft.com | LearnAtNorthwoods.com | @northwoods

Mastering the Blog:A Step-by-Step Plan from Launch to Leads

Presented by: Patrick Bieser, CEO

Page 3: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

•Success Stories•How it Works•Seven Steps •Good, Better, Great•Believing

Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Page 4: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Your target audience.

Page 5: Mastering the Blog: A Step-by-Step Plan from Launch to Leads
Page 6: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Success Stories

Page 7: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Digital Photography Equipment600,000 Visitors / Month

Google Top 5 for 5208 Keywords

Natural Health Advice 1,800,000 Million Visitors / MonthGoogle Top 5 for 6464 Keywords

Page 8: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

These Blogs Are

Authority Websites(There aren’t very many out there.)

Page 9: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Product and Service Authority

Page 10: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Website Solutions 960 Visitors / MonthTop 5 for 84 Keywords

Page 11: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Queries Clicks Impressions Position

websites for manufacturers 2 19 1

milwaukee software development 1 39 1

creative website wireframe 0 1 1

website design good 0 1 1

website deisgner 0 1 1

manufacturer websites 1 40 1.2

manufacturers websites 2 23 1.3

website manufacturing 1 7 1.4

web design software development 1 24 1.9

manufacturers site 0 9 1.9

orphaned software 2 36 2

manufacture site 0 2 2

manufacture website 0 3 2

manufacturers website 6 117 2.1

orphan software 3 15 2.1

manufacturing web site design 0 34 2.2

manufactures website 2 14 2.3

website manufacturer 2 21 2.4

breakpoints responsive website 0 2 2.5

examples of competitors analysis 0 2 2.5

Page 12: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

How it works

46,000 USA Manufacturers(1% looking for new website)

960 searches / month for 84 targeted phrases. 6% CRT = 54 visitors

4% conversion rate….…. 2 new leads 1 Customer!

Page 13: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Path to new customerTraffic: Brand Awareness, SEOContent: Useful, Helpful, Quality

EducationalRepeat Visits, Increasing EngagementLeadSale

Traffic

Awareness

Useful Content

Lead

Sale

Repeat Business

How it works

Page 14: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Northwoods Content Marketing StrategyBlog Portfolio

Page 15: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Long-tail keywords

Website Design

Manufacturing Website Design

Manufacturing Website Design Best Practices

Page 16: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Getting Started in 7 Steps

Page 17: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

0 Commit to Content Marketing

Page 18: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

What is your value proposition?What are your buyer’s pains and problems?Understand their interests, where they hang out (social media), what they read, who they follow.

1 Research

Page 19: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Identify Content Topics

Keyword Research

Google Analytics

Data

Interviews with

customers & sales

Content Topics+ + =+Social Data

1 Research

Page 20: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Keyword Competitor 1 Ranking

Competitor 2 Ranking

Competitor 3 Ranking

ge healthcare ultrasound 16 3 5

ultrasound supplies 6 3 12

ultrasound probe holder 4 12 8

ge medical systems ultrasound 16 1 7

radiation therapy products 2 11 1

tee probe storage 6 19 3

scan ultrasound gel 6 15 5

ge ultrasound transducers 18 2 1

ultrasound accessories 4 1 4

probe covers 6 >20 17

1 Research – Keyword Analysis

Page 21: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

1 Research – Competitive Analysis

Page 22: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

1 Research – Ideas and Influencers

Page 23: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Northwoods Workshop: Tuesday July 14

1 Research

Page 24: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Conduct informed brainstorm sessions with team.

2 Produce topics

TIPS:

Don’t overthink it – start with obvious topics that are the easiest to write about and grow from there

Go easy on your team - accept that you’re going to make decisions with insufficient information as you get started

Page 25: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

1. Start with writers:• Interns• Retain a professional writer• In-house content marketer

2. Interview Internal Staff• Designers, SMEs, internal experts• Sales, engineers, marketing team

3. Time and Budget• Yes, but don’t panic, you can start small• Blog content has a long shelf life

3 Define your team

Page 26: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Don’t limit to text, include infographics, charts, graphs, images, video

4 Produce Content

Page 28: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

4 Produce Content

Page 29: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

4 Produce Content

Page 30: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Expert Trusted Advice In-Depth Information Surveys / Studies

Videos Charts / Infographics Knowledge Base

4 Produce Content

Page 31: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

EMAIL WEBSITE SOCIAL REACH OUT TO INFLUENCERS

5 Promote

Page 32: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

BLOG

CampaignsEmail

Marketing

PrintCollateral

SearchEngines

WhitePapers

SocialMedia

5 Promote

Page 33: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Extend the life of content by repurposing in different formats. Make an infographic of popular blog postMake a video / photo gallery of samePublish an update to a postIncorporate popular posts into an eBook

5 Promote

Page 34: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Blog Post Views (Unique Pageviews) and Time on Page

6 Measure

Page 35: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

MEASUREREFINEREPEAT

7 Believe

Page 36: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

7 Believe

Page 37: Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Questions