Post on 22-Jan-2018
transcript
Overview:Blogging Your Brand
Powerful Tools at Your Fingertips
Definition - Blog
“A regularly updated website or web page, written in an informal or conversational style”
Elements: • Multiple authors
• Comment threads per post
• Categorization that can align to your taxonomy
• Multi-media
Attracting Visitors
• Search Play• New, recent content
• Ranking on search engines
• Shareable via social media
Converting Visitors
• Content Play• Promote offers (CTAs!)
• Position as Thought Leadership
• Build relationship
Your Brand
Know Your Audience
• Content
• Personality
• Offers
• Taxonomy
Personas!
Positioning• Relevant Topics
• Industry Expertise• Recognizable authors• Taxonomy
• Tone of Voice• Formal vs Informal• Imagery – Playful or Stock Photography?• Language – Industry speak or “tell it like it is”?
• Call to Actions• Offers – Hard or Soft Sell?
Why is it Important?
• What are your goals – why do this?
• Think Inbound – Attract Visitors & Convert to Leads• Reports say that 25% of your list will go bad
each year
• Blogging will attract visitors• Lead with brand to get the IDEAL visitor
Part of Social StrategyDo:
• Fold blog into your social media strategy
• Map out your personas • Align on voice / content
/ keywords
• Follow consistent structure & schedule
Don’t:• Don’t go rogue
• Don’t stray too far from your brand
• Don’t post blogs that negate your thought leadership (no sales!)
• Don’t be scared of comments
Framework & Approach
• Get working on those personas• Identify your goals
• Lead with Attracting or Converting?
• One blog or two?
• Find those authors• Plan and integrate into your digital content
editorial calendar• Repurpose content
• Cross promote via other social channels
Gotchas
• “Set it and forget it” – no measurement
• Diversity of Topics
• Diversity of Authors
• No Consistent Keyword Strategy
• Scheduling
Recap – Blogging Your Brand• Valuable tool to attract visitors (and convert them)
• Incorporate into your digital content calendar & promotions
• Align to your brand• Be authentic• Be strategic
More in March:• Best Practices & Who’s Doing it Well: March 11th
• Measure for Success: March 25th