mastering the blog: a step-by-step plan from launch to leads
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northwoodsoft.com | LearnAtNorthwoods.com | @northwoods
Mastering the Blog:A Step-by-Step Plan from Launch to Leads
Presented by: Patrick Bieser, CEO
•Success Stories•How it Works•Seven Steps •Good, Better, Great•Believing
Mastering the Blog: A Step-by-Step Plan from Launch to Leads
Your target audience.
Success Stories
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
These Blogs Are
Authority Websites(There aren’t very many out there.)
Product and Service Authority
Website Solutions 960 Visitors / MonthTop 5 for 84 Keywords
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
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!
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
Northwoods Content Marketing StrategyBlog Portfolio
Long-tail keywords
Website Design
Manufacturing Website Design
Manufacturing Website Design Best Practices
Getting Started in 7 Steps
0 Commit to Content Marketing
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
Identify Content Topics
Keyword Research
Google Analytics
Data
Interviews with
customers & sales
Content Topics+ + =+Social Data
1 Research
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
1 Research – Competitive Analysis
1 Research – Ideas and Influencers
Northwoods Workshop: Tuesday July 14
1 Research
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
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
Don’t limit to text, include infographics, charts, graphs, images, video
4 Produce Content
4 Produce Content
4 Produce Content
4 Produce Content
Expert Trusted Advice In-Depth Information Surveys / Studies
Videos Charts / Infographics Knowledge Base
4 Produce Content
EMAIL WEBSITE SOCIAL REACH OUT TO INFLUENCERS
5 Promote
BLOG
CampaignsEmail
Marketing
PrintCollateral
SearchEngines
WhitePapers
SocialMedia
5 Promote
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
Blog Post Views (Unique Pageviews) and Time on Page
6 Measure
MEASUREREFINEREPEAT
7 Believe
7 Believe
Questions