COCC Blogging

by Suzanne Bell

http://www.linkedin.com/pub/suzanne-bell/6/939/296 @BellMarketing http://coccblogging.wordpress.com

Agenda• Introductions• Class expectations• Blogging lecture• Break• Blog platform

review

Retrieved online at stocksnap.io

Introductions• Name• Company• Why are you taking

this class?

Retrieved online at stocksnap.io

What is a blog?

source: https://codex.wordpress.org/Introduction_to_Blogging

Blog platforms

Choosing• Purpose• Technology• East of use• SEO• Costs

• comparison

Blog Platforms Cont.

Why Blog? • Blog =

– original content– thought leadership– shareable information that promotes company as a “go-to”

resource– dialogue with your audience– better ROI for sales.

• What is Content Marketing? – content marketing is the art of communicating with your customers and prospects without selling (via

contentmarketinginstitute.com)

Our Market

Text

Retrieved online at dr4ward.com

Digital Shift in Media Consumption

The (Digital) Sales Funnel

Purchase Decision Influence

Smart Marketing: Inbound vs. Interrupt

Smart Marketing: Inbound vs. Interrupt

The 3Cs of SEO

Content

Code

Credibility

Slicing The Pie

SERP Real Estate Breakdown

Digital Ad Spend Breakdown

Mobile Search

– Search is still the core discovery tool with mobile users (54%)

– Google mobile search offers different icons, results & ad formats

– Mobile search surpassing desktop– Mobile search shifting to apps– Non-responsive sites will be penalized

Greatest Challenge

Great Content = Mastering The Basics

• Know your audience• Know your resources• Know your voice• Dialog

– it’s not about pushing content.

Retrieved online at marketingthink.com

Know your audience.

• Who is your target audience?• What matters to them?• How can your company matter

to your audience?• What unique perspective can

your company offer?• Why do you want to begin?

Retrieved online at marketingthink.com

Examine your resources.

• Is there a champion at executive level?

• Who will write, edit, review, post blog?

• What resources do you have for writing?

• How often will you post? • What will you post?• What department owns

content?• How do you measure success?

Retrieved online at prdaily.com

Great Content Recipe = News• Timely• Significance• Proximity• Prominence• Human Interest

– source: http://www.mediacollege.com/journalism/news/newsworthy.html

Retrieved online at dr4ward.com

Example format and voice.

• Video– http://www.youtube.com/user

/charlestrippy– http://www.willitblend.com

• Photo– http://twistedsifter.com

• Article-focused– http://www.theverge.com