Blogging Basics
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B2B companies that blog effectively can increase awareness, preference and credibility, as well as generate and nurture leads all the way down the sales funnel.
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Blogging Basics
- 1. Go On, Get Your Blog On Blogging 101
- 2. Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 3. 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 Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 4. Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 5. Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 6. 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 Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 7. 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 Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 8. 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 Page 8 © 2012 Marketo, Inc. • Media Marketo Proprietary and Confiden:al
- 9. 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 Page 9 • Create categories & use Proprietary and Confiden:al © 2012 Marketo, Inc. Marketo
- 10. 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 Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 11. 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 Page 11 • Make it easy to subscribe & share © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 12. 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 Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 13. 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 Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 14. Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 15. Blogging 101 Create Blog Posts For Your Audience • Focus Your Topic • Title • Image • Outline The Problem • Provide The Solution • Strong Call To Action Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 16. 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? Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 17. 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” Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 18. Blogging 101 Images • Catch the reader’s eye • Draw visually motivated readers into the content • May also improve SEO Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 19. 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 Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 20. 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 Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 21. 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 Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 22. Agenda • Blogging Fundamentals • Create Content For Your Target Audience • Your Blog & SEO Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 23. Blog as a Marketing Tool Blogs with great content can be effective marketing tools. Blog Blogs with great content that are optimized AND promoted create overwhelming competitive advantages. Blog keywords keywords keywords Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 24. Blogging 101 SEO For Blogging Keyword in Title Keyword in post Develop a post concept with a keyword in mind to ensure that the post naturally speaks to that term. Ensure Keyword links the keyword is present in to relevant key areas that help the webpage reader and the search engine understand the them of the post. Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 25. Blogging 101 SEO For Blogging Keyword ranking Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al
- 26. Thank You! For more :ps, download the B2B Blogging Cheat Sheet, part of the Marketo Social Media Success Kit. www.Marketo.com Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confiden:al