The Importance of Business Blogging

Victoria EdwardsDigital Content Strategist

2Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.

• @tallchickvic• linkedin.com/in/victorialedwards• victoria.edwards@floridablue.com• victoria-edwards.com

Where you can find me…

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When I am not working…

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OVERVIEW

• What is Search Engine Optimization?

• Why blogging is important to your business

• Things to consider when building a blog

• Tips on how to develop content

5Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.

What is Search Engine Optimization?

Search engine optimization (SEO) is a collection of techniques used to increase a Web

site's ranking in search engine results pages.

6Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.

What is Search Engine Optimization?

• Not just about the search engines, but people too!

And….• How your website is laid out (architecture)• The type of content you have (good quality)• How active you are in social media• Who is linking to your site and the amount of

good quality links

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http://searchengineland.com/seotable

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“Content marketing will move from buzzword to mature marketing movement in 2014. From an SEO perspective, Google will be looking at companies that have robust content marketing efforts as a sign that they're the kind of business Google wants to support.”

~Jayson DeMers, Search Engine Watch

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Why Blogging is Important to Your Business?

• Drives traffic to your website

• Aides in Search Engine Optimization (SEO)

• Position your brand as an industry leader

• Develop better customer relationships

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Why Blogging is Important to Your Business?

And….• Can aid in lead generation

• Conversion =

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Drives Traffic to Your Website

• Multiple blog posts will increase the number of indexed pages in search engines.

• This creates multiple entry points into your website from search engines and other sources.

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Aides Search Engine Optimization (SEO)

• Website and blog will start to rank for keywords you are wishing to target

• Your great content you produce will make others want to link to it

• And also will be shared more in social media

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Position Your Brand as an Industry Leader

• Content will help you develop trust with your audience

• Will position you as a subject matter expert

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Develop Better Customer Relationships

• Developing content to:

o Solve their problemo Entertain your audienceo Educate your customers

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Things to Consider When Building a Blog

• What platform will you use?

• How frequently will you be able to post?

• What keywords do you want to rank for?

• What will you write about?

• What other types of content will you create?

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What platform will you use?

• Find one that is:

o Easy to useo Easy to updateo Backend is SEO friendly

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What Platform will You Use?

• Many Content Management Systems (CMS) out there

• I use Wordpress…why?

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What platform will you use?

• I use Wordpress because:o It’s easy to useo It’s easy to updateo It’s backend is SEO friendly

Ando Has many plugins to customize your siteo Easy to find troubleshooting solutionso Easy to set upo Can have multiple users

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20Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.

WARNING!!!!

• DO NOT USE WORDPRESS.com

• I repeat DO NOT USE WORDPRESS.com

• MUST USE Wordpress.org

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Why?

• Website Url if you use Wordpress.com:

o Yoursite.wordpress.com

• Limited with customization of site • Wordpress.com rarely rank for search results• All traffic you create goes to Wordpress• Wordress.org lets you have the software, but

it is on your domain (YourSite.com)

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How Frequently will You Be Able to Post?

• Depends on how much time you have

• 2-3 times a week to get maximum benefit

• Don’t set it and forget it

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What Keywords Do You Want to Rank For?

• Build out keyword list (10-20)

• Where do the people live that you’re trying to target?

• Core keywords + location

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What Will You Write About?

• FAQ’s • How to’s• Quizzes• Top trends in your industry• Top products in your industry• Helpful tools and resources• Top people to follow in the industry• Interview an expert• Guest blogs• Ask questions in social and report

answer

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What will You Write About?

And about a million more!!!!

• http://startbloggingonline.com/101-blog-post-ideas-that-make-your-blog-hot/

• http://www.hubspot.com/blog-topic-generator

• Just Google “blog ideas”

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What Other Types of Content Will You Create?

• Podcasts• Inforgraphs/Images• SlideShare (PowerPoint

Presentations• Whitepapers• eBooks

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Tips on How to Develop Content

• Create a content calendar

• Use keywords in content

• Brainstorm with others

• Recycle old content

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Create a Content Calendar

• Title of content (add location)• Keywords (Geo-focused)• Platform (social, web, blog, podcast…)• Audience • Date

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Create a Content Calendar

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Use Keywords in Content

• Place Keywords in:

o Page Titleso Meta Descriptiono On Page

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Use Keywords in Content

• Make filename keyword friendly

• Add keywords in image alt parameters

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Brainstorm with Others

• Get different perspective

• Get different ideas

• Utilize your network outside your space

• Ask questions in social media

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Recycle Old Content

• No need to recreate the wheel

• Turn a blog in to a PowerPoint

• Take one idea from a blog and build it out

• Take another idea and make a inforgraphic

• Create a series

36Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.