Blogging for Business:Own Your Marketplace, Drive More TrafficOctober 2014
www.traffic-prm.com
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Brian Posnanski@[email protected]
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Blogging – noun, | bläg |1. act by which an individual
publishes commentary, opinions, thoughts and stories on a regular basis.
2. a marketing tactic known to generate leads.
3. something that scares the %#*& out of marketers and business owners.
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WHY BLOG?
Entry Points
SEO
Sales Support
Content Driver
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OR
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Smashing Blogging Myths
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If you build it…?
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Smashing Blogging Myths
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Two-thirds of Curata’s “10K Business Blogging Club” have less than $100M in revenue
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Smashing Blogging Myths
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Blogging should be central to your lead generation!
Blogging Success Factors
1. Strategy
2. Quality
3. Production
4. Distribution
5. Analytics
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Strategy
A Good Blogging Strategy is Really a Good Content Strategy that Should:1. Speak to Your Buyer
2. Map to Your Funnel
3. Build Your Position
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• AwarenessTOFU
• Interest• Education• Consideration
MOFU
• Trigger ContentBOFU
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Strategy
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When thinking about your content strategy, think about the position in your industry or category you want to own – then work to stake your claim
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Strategy
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Importance of Phone Calls
Writing
Inbound Marketing
Quality
Think like a publisher Where does expertise live inside of your
organization? MINE FOR IT 250-750 words 75 / 25 rule – original vs curated “Epic” vs routine content
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There is no substitute for creating high-quality content!!!
Quality
Variety is the Spice of… Good Blogging!1. Original Commentary
2. Guest Posts
3. Q&A’s
4. Interviews
5. Tutorials and How To’s
6. Customer Stories
7. Resources or Lists
8. Cheatsheets, Checklists andTo Do’s
9. Videos
10. Infographics
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Use popular blog formats and types to keep things fresh
Production
Developing Your Blogging/Content Team Editor Internal SMEs Copywriters Designers Contributors SEO / Optimization Social Media Team
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Blogging is not an activity of one. There is no “I” in team!
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Production
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Frequency of publishing is vital!
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Distribution
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NewsletterSocial Media Guest Articles
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Analytics
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Traffic Unique Visitors
Unique Sessions
Retention & Engagement
Pageviews
Session Duration / Avg Time on Site
# of Pages per Visit
Bounce Rate (Low)
Lead Generation
New Leads Generated (MQLs)
Existing Leads Touched
Lead Scoring
Sales Conversions
Return on Investment % and $ of opportunities influenced
% and $ of opportunities won
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Structure
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Source:
WHAT you are built on is important for: Ease of use Optimization / SEO Control and
Ownership
