Go On, Get Your Blog On Blogging 101
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Executive Overview
• B2B companies that blog generate 67% more leads per month than those who do not.
• 2/3 of marketers say their company blog is “cri:cal” or “important” to their business.
• B2C Companies that blog generate 88% more leads per month than those who do not.
• 77% of Internet users read blogs
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Agenda
• Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO
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Agenda
• Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target
Audience 3. Quality & Consistent
Content 4. Promote & Share 5. Track Results What are the key objectives?
• Branding • Public Relations • SEO • Customer Service • Sales
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target
Audience 3. Quality & Consistent
Content 4. Promote & Share 5. Track Results
How will you track progress? • Number of posts • Comments • SEO Improvement • Lead Generation
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your
Target Audience 3. Quality & Consistent
Content 4. Promote & Share 5. Measure Who are they? What problems do
you solve? • Prospects • Clients • Employees • Industry Influencers • Media
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results
Quality Content • Focus your blog topic • Write for your target audience • Recruit guest writers in your
industry • Create categories & use
keywords
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results
Consistent Content • Create a blog content calendar • Set blog posting goals; ie: 2x/
wk • Create posts in advance &
schedule
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results
Promoting your blog is key. • Read & Comment on other blogs
• Link to other blogs
• Promote/mention other bloggers
• Respond to blog comments
• Make it easy to subscribe & share
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results
Blog results should be weighed against blog objectives.
• Web Analytics • RSS Feed subscriptions • Social Media Engagement; ie: shares,
likes, RT’s
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Blogging Fundamentals
1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results
Progress should be weighed against the metrics you choose.
• Weekly/Monthly posts • Number & Quality of Comments • Calls to action to drive leads
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Agenda
• Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO
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Blogging 101
Create Blog Posts For Your Audience • Focus Your Topic • Title • Image • Outline The Problem • Provide The Solution • Strong Call To Action
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Blogging 101
Focus Your Topic • What point do you want to make? • What action do you want your reader to
take? • Are you trying to convince, persuade, lead,
inform, etc?
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Blogging 101
Title • Provide A Solution • Be Interesting, Relevant, Surprising • Consider Keywords Example:
“5 Myths About Marketing Automation” “Lead Nurturing Through Social Media” “6 Ways to Shorten Your Sales Cycle”
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Blogging 101
Images • Catch the reader’s eye • Draw visually motivated readers into the content • May also improve SEO
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Blogging 101
Outline The Problem What problem does your audience likely
have and how you can help solve that solve in the post?
Potential Problems • Increase quality followers on Twitter • Engage with media on Facebook • Social media implementation & time
management
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Blogging 101
Provide The Solution Once the problem is identified, offer your
solution in a way the reader can fully understand.
Possible formats: • Step by step • List • Resources
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Blogging 101
Strong Call To Action Ask readers to take a clear action. Possible actions: • Share tips, feedback, insights • Direct them to a landing page • Download another form of content; ie:
white paper, ebook, case study
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Agenda
• Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO
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Blog as a Marketing Tool
Blogs with great content can be effective marketing tools.
Blogs with great content that are
optimized AND promoted create overwhelming competitive advantages.
Blog
keywords
keywords
keywords
Blog
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SEO For Blogging
Blogging 101
Keyword in Title
Keyword in post
Keyword links to relevant webpage
Develop a post concept with a keyword in mind to ensure that the post naturally speaks to that term. Ensure the keyword is present in key areas that help the reader and the search engine understand the them of the post.
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SEO For Blogging
Blogging 101
Keyword ranking
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Thank You!
For more :ps, download the B2B Blogging Cheat Sheet, part of the Marketo Social Media Success Kit.
www.Marketo.com