1. HOW BLOGGING WORKS IN IWM
Presented by:
Chris Green and Cody Skrzypkowski

2. SEARCH ENGINE
OPTIMIZATION

3. SEO AND OPTIMIZATION
 Optimizing blogs is similar to optimizing websites
 In order to go about optimizing however, there are certain
factors that must be acknowledged

4. KEY WORDS
Use your primary keyword in your blog domain
Use your primary key phrase in your blog header tags and
the title of your posts
Use your secondary keywords in the body of your post

5. LINKS AND SPIDER SEARCH (SPIDER SENSE?)
Use your keywords in the anchor text of links
Make sure search engines can spider your blog easily
Get backlinks from other blogs or websites

6. UPDATE AND STAY PUT(T)
Update frequently
Stay put

7. Thought Leadership

8. THE PROCESS
Key Points:
• Syndicate and
Synchronize
• Tune In
• Share, Link, Guide, and
Comment
• Create, Remix, and
Synthesize

9. SPECIFIC METHODS
 Instructional
 Informational
 Reviews
 Lists
 Interviews
 Case Studies

10. DO I HAVE TO BE EINSTEIN? WELL, ACTUALLY…

11. THOUGHT LEADERSHIP IN BLOGGING IS
ABOUT THE “HOW”
 Customers used to be told “what” companies were doing, but now
that blogs are around, they want the “how”
Who are you and what do you stand for?
What is your defined circle of influence?

12. TAKE A RISK WITH THOUGHT LEADERSHIP
People want to hear your two cents about what goes on in your
industry!

13. CONNECTIVITY WITH OTHER
MEDIA

14. THIS IS WHERE SOCIAL MEDIA COMES IN
 Discuss new posts on Twitter, Facebook, LinkedIn
 Respond, Respond, Respond!
Unless you are Seth Godin…

15. JUST LIKE THE GROUNDSWELL SAYS…
 Make executives buy in to your plan
(in this case, make them the thought leaders)
Feedback (not sales) are what make a blog

16. BLOGGING AND
RELATIONSHIP
MARKETING

17. TO IMPLEMENT A RELATIONSHIP IN BLOGGING:
 Be clear
 Find out what your customers want
 Be Authentic
 Get rid of the Spiel
***Be Available***

18. CASE-IN-POINT OF AVOIDING THE HARD SELL
“A few weeks went by, and I went to NYC for my Blogworld
speech. When I got back I ran into Joe at his bar and when we
sat down to talk he asked me if I’d be interested in helping him
with social media.
It’s funny because I used to joke with friends that an ideal job
would be to work on social media strategy for a surf travel
company. But what’s interesting about this is that our
conversations didn’t start with the intention of doing
business together. They started because of an interest in
his story and his blog.”
Srini Rao, The Skool of Life

19. CAN YOU USE ANALYTICS TO CREATE
RELATIONSHIPS?
You can use analytics through the use of:
-Inbound marketing management tools
Which can help data mining and create:
-Targeted offers

20. GETTING PEOPLE TO STAY:
BLOG DESIGN AND LAYOUT

21. THERE IS MORE TO A BLOG THAN CONTENT
 Design arrangement of posts
 Lead images (borders + shadowing)
 Buttons, Widgets, and Icons
Display encourages someone to read your post

22. ONLINE TAGGING

23. WHAT ARE TAGS?
Yong-Mi Kim of the School of Information, University of Michigan
wrote, states:
“Tags are descriptive terms people attach to online
content, either their own or other people…”

24. THE IRONIC CHALLENGE OF TAGGING FOR
IWM MARKETERS
“…the irony is that the more useful and relevant your
site becomes, the worse it may actually perform.”

25. WHERE DO TAGS SHINE FOR IWM
MARKETERS?
1. Key words in title tags
2. Action words*** (this is where marketers can shine)
3. Secondary key words
4. Brand logo, URL, or Your name

26. SO …
To recap, an effective blog works in IWM by:
 SEO and Optimization
 Expressing Thought Leadership
 Having Connectivity With Other Media
 Demonstrating Appealing Blog Design and Layout
 Formatting/Structuring/Pushing Content through Online Tags

27. CASE STUDY COMPETITION
The Details:
 Class is split in to two halves
 5 minutes to judge whether or not blog achieved 5 key
components outlined
 1 presenter from each team to explain reasoning for why, or
why not, the blog case study was a failure, and what
improvements could be made.
The better explanation wins!
Lutrov Interactive
http://lutrov.com/blog

28. REFERENCES
(2011). Blog posts design: important styling
aspects. Template Monster. Retrieved from
http://blog.templatemonster.com
Blog Maniac. (2004). Search engine optimization for blogs. Retrieved from http://www.blog-maniac.com
Castillon, J. (2011, June 9). Tags & tag cloud-its value to online writing and SEO. OnlineWritingNiche. Retrieved from
http://onlkinewritingniche.com
Griffiths, K. (2011, September 16). Learn the secret of writing commanding title tags for SEO. Retrieved from http://
onlinemarketingandpromotionbasics.com
Hubspot. (2011). Marketing automation is the next cold calling. Mashable. Retrieved from http://mashable.com
Kessler, S. (2011). Top 5 mistakes to avoid on your company blog. Mashable Business. Retrieved from http://mashable.com
Thurman, R. (2011). Beyond social media: blogging as thought leadership. Retrieved from http://www.rosettathurman.com
Moore, A. (2011). The inevitability of the tag management system. Online-Behaviour. Retrieved from http://online-
behaviour.com
Pergolino, M. (2010, June 9). Why thought leadership rules the B2B world. Marketo. Retrieved from http://blog.marketo.com
Rao, S. (2011). How relationship marketing helped me land a dream client. Socialmouths. Retrieved from http://
socialmouths.com
Slideshare. (2009). Blogging for thought leadership. Retrieved from http://www.slideshare.net
Stafford, P. (2011, June 3). Relationship marketing-the new way to success? Blogging Tips. Retrieved from http://www.bloggingtips.com