How To Use Your Blog To Grow Your Business

98toGo

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Today We’ll Speak About:

1. Blog Strategy2. Blogging Must-haves3. Content Campaign Essentials

Why Blog?

Step 1: Know Your AudienceStep 2: Create Editorial CalendarStep 3: Keyword ResearchStep 4: Promotion

Blog Strategy

Step 1: Know Your Audience

Interview:

Current customers

Prospects that didn’t choose you

Your sales people

Audience Insights● What is their title/role in the company?

o Influencero Decision Maker

● What caused them to look for a solution?● What did they want to change?● What was the goal of their search?

Audience Insights Cont...

● Where did they look for information?● What questions do they ask?● What keywords do they use?● What social media channels do they frequent?● How do they use social media?

Step 2: Create an

Editorial CalendarFailing To Plan Is Planning To Fail

Key Dates For Your Audience

● Holidays

● Industry Events

● Seasonal Events

● Films, Music

● News Events

Create Monthly Themes

● Customer Pain Points

● Find Posts That Work

● Industry Trends

Step 3: Keyword Research

Does It Still Matter?

Google Hummingbird

Update

Keyword Research Tools● Google Keyword Planner● Google Suggest and Related Search● Ubersuggest.org● Google Trends● Social Media

o Topsy and Social Mention o LinkedIn Groups

http://hub.am/1k8sDpM

Using Keywords In Your Blog

● Post URL

● Post Title

● Meta Description

● Image “alt” tag

● H1 tag (subheader)

Using Keywords Cont...

● First paragraph

● Keyword variations throughout the post body

● Anchor text of links pointing to the post

PromotionIf You Build It They Might Not Come

Promoting your blog

● Determine Channels

● Create a distribution plan

● Build relationships with influencers

● Find guest blogging opportunities

3 critical items

Blogging Must-Haves

1. Clever Titles Weally Weally Work

2. Eye Catching Images

3. Include a Call-To-Action

Call-To-Action examples

Writing Titles That Get Noticed

Experimentation Is Key

Types Of TitlesNormal - Ways to make tea drinking more delightfulQuestion - What are ways to make tea drinking more delightful?How-to - How to make tea drinking more delightful?Number - 30 ways to make tea drinking more delightfulReader-addressing - Ways YOU need to make tea drinking more delightful

source: http://www.quicksprout.com/2014/04/02/latest-trends-in-headline-creation-and-their-success

Marketer’s Title

The Ultimate Content Marketer’s Guide To Writing Blog Titles That Don’t Suck!

Rule Breaking Title

You Might Have Thought You Knew How To Write Titles Before, But The Results Of Our Research Are Going To Blow Your Socks Off!

Breaking rules isn’t always a bad thing!(but best practice says 70 characters or less)

The Point IsExperimentation Is Key

Let’s Look At Some Studies

source: https://blogpros.com/blog/2014/05/makes-perfect-blog-post-infographic

Here’s What WorksGraphic language: “Google kills feature” vs. “Google shuts down feature”

Use the negative form: “Without” vs. “With”

Go big with #s: “50 ways…” vs. “5 ways…”

A promise to teach: “The Beginners Guide…” or “DIY…” or “Step-by-Step…”

Piggyback brand names and topics: name drop Twitter, Facebook, others

source: http://www.startupmoon.com/the-dark-science-of-naming-your-post-based-on-studying-100-blogs/

A HubSpot A/B Test DemonstratedPose a question

Use broader topicsUnique adjectives

“you-focused” titles Exclusive info

State your offer at the front of your titleBegin with a #

Unique description of your content Fun toneEmphasize the content

Make it clear

source: http://blog.hubspot.com/marketing/how-to-attract-more-clicks-blog-posts-title-tests-list

Using The Right Tools

(and make your life easier)

My Favorites!

Title & Content Topic Generator Tools

Portent’s Content Title GeneratorTweak Your Biz Title GeneratorLink Bait Title GeneratorUbersuggest

Takeaways● Experiment with different

types of titles● Pay attention to best

practices from studies● Use title tools to help get

you started

Ideal Length& Frequency

What is your opinion?

It’s About…

Think About These Things● Why are you blogging? ● What value do you want to provide to your

reader? ● What are YOU looking to gain?

The goal of your blogging should dictate everything else

Different Goals In My Writing● To educate● To entertain● To provoke● To stimulate● To rank

Each goal has an ideal length and frequency!

Let’s Look At A Few Studies

Longer Is Usually Better

source: http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/

source: https://blogpros.com/blog/2014/05/makes-perfect-blog-post-infographic

source: http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/?hvid=41eiUq

The Data Says1000+ … 2000+ … 3000+

Longer Is Usually Better

(We recommend shooting for 1500 words)

A Smart Person Said[The study] is a perfect example of high quality content rising to the top. Now, it doesn’t always take thousands of words to create value for your readers, but that’s the case more often than not.

source: commenter on http://www.quicksprout.com/2014/03/31/how-long-should-each-blog-post-be-a-data-driven-answer/

How Often Should You

Post?

Just like it does with length,

frequency depends...

Depends On…● Why are you blogging? ● What value do you want to provide to

someone? ● What are you looking to gain?

The goal of your blogging should dictate everything else

No One Size Fits All

Find what works for you, and stick to it!

Takeaways● Goals and value first● Longer articles usually

perform better ● 1500 words if you must● Post when you can

regularly share value

Content Campaign Essentials

Tactic 1: Create a Campaign1. Blogging2. Premium offer3. Calls-To-Action buttons4. Landing page5. Segmented leads6. Drip emails

Tactic 1: Create a Campaign

Premium Offer Action button

Tactic 1: Create a Campaign

Tactic 2: Measure & Improve

What Blog Measurements?

exercise…

Measure Blog Activity:1. Top-viewed2. Conversions3. Shares, Comments4. Attracted links

Tactic 2: Measure & Improve

What To Do Next?To access presentation deck: 98togo.com/resources

ROAM help hours:Monday June 9 at 11amTuesday June 17 at 10am

*Blogging questions, inbound marketing help, what the heck is HubSpot??

Ready to explore a content strategy, grab Ron after the session (Ron@98toGo.com)

Take A Leap And Start Blogging

It can be exhilarating!