We held a sold-out Corporate Blogging Workshop at BlogWorld Expo in Los Angeles. Here's our presentation, walking businesses through the development of a strategy and understanding the efforts needed for a successful strategy that drives business results through blogging, search and social medai.
3. Visitor Intent
Lead Nurturing
Not everyone visits your site to make a purchase, so there needs to be multiple
strategies deployed that are developed based on the intent of the visitor.
8. Optimized Platform?
1. Register with Google
Webmasters, Yahoo! Site
Explorer and Bing
Webmasters
2. Build a robots.txt file that
disallows directories you don’t
want indexed, allows the rest,
and points to your sitemap
3. Integrated an XML Sitemap
that automatically publishes
4. Ping the Search Engines
when your content changes
9. Stop Selling
• Provide Value
• Capture
Attention
• Build Authority
Content should provide the information, trust and authority someone
needs to lead them to a sale… but shouldn’t be selling.
10. Find Out What THEY Want!
While you were working on a …they just wanted an email
new site… or a deal!
http://mkt.gs/zoomerangworldsurvey2011
Don’t guess about what your customers or prospects want in the way of content or how
you present it… ask. Create a Zoomerang Poll or Survey!
11. Feed their Senses
• Text
• Audio
• Video
• Kinesthetic
Many people don’t read. Is your messaging
paralleled in audio? Video? Are you
providing some interactive tools?
12. Make Surveys a Content Strategy
Aside from providing you with ideas with content, surveys and polls are interactive AND
provide you with content when you start and after you analyze the results.
13. Same Message, New Mediums
Don’t reinvent the wheel! Turn
• Survey results into a whitepaper
• Whitepaper into an Infographic
• Whitepaper into a presentation
• Presentation into a blog post
• Blog posts into a webinar
• Webinar into a survey
• Start over…
Different mediums provide different opportunities to
explain yourself.
14. Cross-Promote the Mediums
Same content: Whitepaper, presentation, press release, infographic,
webinar… all started with a Survey!
15. Start a Content Fire!
Infographics are HOT!
• Aesthetically Pleasing
• Informational
• Unique
• Resources
• Easy to Share
Example: http://www.marketingtechblog.com/infographics
Infographics provide a unique medium to
easily share information. Use them and
watch the fire take off!
16. Enable and Encourage Sharing
And offsite sharing is HUGE when it comes to
driving traffic... second only to search (while
impacting search).
Use social sharing buttons!
17. Be Vigilante: Hunt New Audiences!
Promote, Promote, Promote:
• Press Releases
• Social Monitoring
• Landing Page
• Tracking and Analytics
• Pitch Influencers
It doesn’t stop when you click Publish! You
must be vigilant and spread the word.
21. Re-Introduce Content!
New Time, New Audience
• Press Releases
• Social Monitoring
• Landing Page
• Tracking and Analytics
• Pitch Influencers
Most content doesn’t have a shelf-life. Are
you killing your old content or finding new
ways to promote it? Avoid “dating” content
that is timeless.
24. Automation
What are you ranking on?
http://mkt.gs/gotosemrush
How do you track your rank?
http://mkt.gs/gotoauthoritylabs
How do you improve rank?
http://mkt.gs/gotoseomoz
How do you automate posting?
http://www.twitterfeed.com
25. Thanks! Our Sponsors:
We help
companies reach
their marketing
potential.
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Visit http://www.corporatebloggingtips.com for more information!
Understand that the Internet has changed how we are interacting with prospects. Traditional marketing was us telling people. Tradigital marketing was the advent of people researching and finding our products and services. Now, we’re expected to interact with our audiences.
Not everyone comes to your corporate blog for the same reason, so it’s important to understand that there are mediums that are optimized based on visitor intent.
People think they can ‘sell’ via social, but that’s not how it work. Trust is a primary reason why visitors won’t buy. Blogging and social media provide a way to break down trust issues and increase ones authority.
Starting a blog without any preparation is not advised. What keywords are you going to focus your content on? Who are your competitors? How are you going to promote your content?
What kind of path to engagement are you going to create for people to come to you and make a purchase?
Always host on your own domain. Domains have ‘authority’ with search engines – you want to invest in your own authority… not some other domain’s! Choose a platform wisely that can accommodate all of your needs. Choose a theme that’s optimized for search and provides a professional vision of your brand. Build calls to action and landing pages so people engage with you. Write great content!
There are some basics of SEO (Search Engine Optimization) that almost no platforms support – but modules or plugins can be added for. Configure these so that your platform speaks to the search engines effectively.
Don’t sell to your audience. Provide value to them!
Understand what your audience is looking for and create content that helps them.
A lot of folks don’t read web sites or blogs, but they love to devour audio or video. Make sure you have a diverse media strategy. Provide interactive tools as well!
Surveys are a great interactive tool and way to find out what your audience wants.
Each medium will have it’s own audience with little overlap. Don’t worry about repurposing content and getting it in front of the same people. If the message is important, a new medium may provide the breakthrough to engagement.
Don’t forget to cross promote the content… from social to press releases, infographics to webinars.
Infographics have taken off as a great means to provide a lot of data in a package that’s easily digestible and transportable.
If you want people to share your content, you have to enable means for them to do so!
Find new audiences and promote your content!
Promote it everywhere!
Measure your results and see where your strongest conversions and visitor sources are (the two could be different!).
Provide a means to push content to people that leave your blog. Email brings people coming back!
Don’t be afraid to re-introduce old content. If it’s still relevant, people will still be interested. Especially if it’s a post that has gone viral before!
Understand how blogging fits in the big picture.
Generate a process to follow on a weekly basis to improve your program.
When you figure out what works, try to find tools to automate and measure the results.
Douglas Karrinfo@dknewmedia.comhttp://www.dknewmedia.com120 E Market St, Suite 940Indianapolis, IN 46204317.456.2564Visit our sponsors: http://www.delivra.com for email marketing services and http://www.zoomerang.com for a free account for surveys and polls!Visit the Marketing Technology Blog: http://www.marketingtechblog.com and sign up for our newsletter! http://www.marketingtechblog.com/subscribe