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Top Tips for Starting a Business Blog: Insights from Pure Michigan
Presented to:
Frankenmuth
Prepared by:
Chad Wiebesick Director of social media & interactive marketing
Twitter: @WiebesickMarch 10, 2015
@Wiebesick
Michigan Ranks #1 or #2 on More Social Networks Than Any Other
U.S. State
Pure Michigan’s Social Engagement Ranks #1
Align Your Social Strategy To Your Business Objectives
Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.
@Wiebesick
Benefits of Business Blogging
• Blogging increases (relevant) traffic to your website.– FACT: Businesses that blog get 55% more website visitors.
Our blog is among the Top 10 most visited sections of michigan.org (as measured by page views).
And among the Top 10 most visited sections, people spend more time on the blog than any other section of michigan.org, average 2 minutes 28 seconds versus about 1 minute for the site average.
Benefits of Business Blogging
• Blogging increases (relevant) traffic to your website.– FACT: Businesses that blog get 55% more website visitors.
• Blogging gives you content to share on your social media channels
Share Your Blog Stories Everywhere
In addition to posting on Facebook and Twitter, also consider pinning posts to Pinterest.
Also, publish your blog stories in your newsletters.
Tweet Your Story Multiple Times
• Reach new followers as everyone isn’t online all the time• Make sure to reframe the content each time• Tweet the story different times of the day and different
days of the week
Your Blog Can Get Picked Up By The News Media
Our blog “18 Things You Didn’t Know About Bronner’s – The World’s Largest Christmas Store” was picked up by news media.
Benefits of Business Blogging
• Blogging increases (relevant) traffic to your website.– FACT: Businesses that blog get 55% more website visitors.
• Blogging gives you content to share on your social media channels
• Blogging showcases your expertise and builds trust.– FACT: 46% of people read blogs more than once a day…and
that was back in 2010.
Our Blog is Key To Our Social Strategy
•The blog is a significant source on introducing new audiences to Pure Michigan, as 81% were new versus 64% for site average.
•While 90% of the links from the blog point to internal pages on michigan.org, the blog ranks as the third-biggest driver of outbound traffic from michigan.org to our industry partners, which is a KPI for our Travel Michigan efforts.
Example: Most Popular Blog Story in 2014
This blog story received four times more traffic than the homepage of michigan.org.
Michigan.org had its biggest one-day spike in traffic in three months.
@Wiebesick
Start with WordPress
• Use WordPress.org self-hosted blog. • 48% of the Top 100 blogs are managed with WordPress.• Even big websites use WordPress, like BBC America,
MSNBC TV and Variety.@Wiebesick #ICTT2013
Should You Separate Your Blog from Your Website?
• Easier URL to remember• Better integration into main website• Improves SEO
Example of separate blog:
Example of integrating blog with your website:
• Useful if the tone of your blog isn’t appropriate for your corporate website
• Useful if you want to promote your blog as its own brand
Separate Blog: Choose a Domain Name
Use BustAName.com to brainstorm domain names for your blog.@Wiebesick
Integrated Blog: Install WordPress on Your Website
• Can be done easily in several different ways depending on your hosting provider like GoDaddy, BlueHost, etc.
• It’s really, really simple and WordPress calls it a “famous 5 minute install”.
@Wiebesick
Choose a Free (or Paid) WordPress Theme
• Visit ThemeForest.net to view 1,000’s of low-cost blog designs already professionally built and ready for you!
@Wiebesick
How To Write a Great Blog
#1. Write about a diverse set of topics, not just yourself or your products and services!
#2. Talking only about yourself will ensure your blog is not read, not shared, and certainly not revisited.
#. Get the most mileage out of your business blog means blogging about your industry, trends, and best practices.
@Wiebesick
Write Stories, Not Press Releases
A press release is formal, standardized, and written for news media.
A blog story is informal, conversational, puts a human face to a business, and contains videos, photos, polls, and more!
Avoid Vague or Meaningless Blog Titles
What would you rather read?
1.This-> Absopure and Pure Michigan Announce Partnership
2.Or this-> Five Ways to Stay Active and Hydrated This Winter (Plus a Giveaway from Absopure!)
3.This-> Michigan to Host Toyota Bassmaster Angler of the Year Championship Sept. 18-21
4.Or this-> Nine Things You Might Not Know About Bass Fishing In Michigan
5.This-> Governor Snyder Declares July “Michigan Camping & RV Month”
6.Or this-> 15 Things to Pack on Your Pure Michigan Camping Trip: An Infographic
@Wiebesick
Blog Title Idea Generator
• Use HubSpot’s Blog topic generator: http://www.hubspot.com/blog-topic-generator
• Or, follow similar headline formats like BuzzFeed or Upworthy.
Remember to Use Keywords
Select a blog post title and write content that includes a targeted keyword or phrase. This drastically improves SEO.
Use Google Analytics to see what people are searching for on your website, and then write stories around those topics.
@Wiebesick
What to Write About: Be Interesting
People are drawn to good stories. If you bore people, they will leave.
@Wiebesick #ICTT2013
#1 all-time most popular story among 1,100 stories written over four years.
Generated more than 40% of all traffic to michigan.org in one day.
Created the largest one-day spike in traffic all quarter.
What to Write About: Solve Problems
Writes stories that solve your customers’ problems and provide actionable advice.
This blog solved the problem of “Where do I park?”@Wiebesick #ICTT2013
What to Write About: Use More Than Just Text
Bavarian Inn’s blog used a photo album to promote Snowfest.
TIP: Consider repurposing photos from your Facebook or Instagram community, for example “Five Frame-Worthy Instragram Photos from Our Fans in February”
Include a Proper Close and Call to Action
• Invite visitors to take an appropriate next action.• Zehnder’s Zblog invites readers to sign up for classes.
Engage With Pure Michigan
• Use the #PureMIchigan hashtag on Twitter for more visibility.
• Post your story to the Wall of the Pure Michigan Facebook page.
Turn On Blog Comments
If you don’t want reader feedback, send your story to a magazine.
Comments help you know more about what matters to your readers.
Remember, social media is social, so allow readers to leave comments on your stories. And remember to reply to people.
Allocate Time to Write Quality Content
Allocate enough time to write solid content. Go for quality over quantity.
Tips:
1.Keep your posts short.
2.Do an interview.
3.Utilize a variety of content including photos, videos, infographics, podcasts and more.
Save Time: Create an Editorial Calendar
82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly -- which, by itself, is still an impressive result.
@Wiebesick #ICTT2013
Invite Guest Bloggers to Write Stories
Get other bloggers to contribute their work to your blog. While this content isn’t yours, it’s one way to get content on your blog on a regular basis.
Don’t Expect Overnight Success
It takes time, patience and work. Know this going in.
Thank You
Chad Wiebesick
Twitter: @wiebesick
Facebook.com/cwiebesick
Linkedin.com/in/wiebesick
@Wiebesick #ICTT2013
