Business Blogging and Content Marketing 101

Blogging & Content
Marketing 101
How blogging and content marketing can
help you build your brand & business
Don Stanley
@3rhinomedia
www.3rhinomedia.com

Our Road Map
1. What is it blogging & content marketing?
2. Why do it (business case for it)?
3. How to get going (with in class exercises)
@3rhinomedia | 3rhinomedia.com

Your Guide
Don Stanley
3Rhino Media
University of Wisconsin-Madison
@3rhinomedia

“Well done is better than well said.”
- Benjamin Franklin

Intros

What isBlogging & Content Marketing?

“However beautiful the strategy, you should occasionally
look at the RESULTS.” - Winston Churchill
20/80%

Think Magnets not Sledgehammers

Processfor blogging & Content Marketing

1. Know why
2. Know who
3. Know how
The Starting Line

Whydo it?

Why• Increase awareness
• Build connections
• Display thought leadership
• Increase traffic
• Increase leads
• Increase sales
Let’s look at some numbers …

Traffic

97%
Businesses with active blogs get
97% more leads than businesses
that don’t blog

50%
of consumers say content marketing
has a positive impact on
their purchasing decision

61%
of consumers feel better about
a company that has a blog

62%
Lower cost per lead

80+%
Of buying cycle complete

434%
Websites that have blogs have 434%
more pages indexed by Google than
sites with out a blog

Leads

Authority

When You Have a Question
What do you do?

DON STANLEY | @3rhinomedia | 3rhinomedia.com
How does it work?Ostrich Marketing Doesn’t Work

A quick case study:
River Pools and Spas
• Founded in 2001
• 3 Person Operation
Offering Fiberglass Pools
• Regional Business

October 10,
2007
(7,882)

Moneyball: #s that Matter
15%Typical closing
rate in the pool industry

A quick case study: River Pools

W
15%|30Typical closing
rate in the pool
industry
If a visitor read
pages
What is the $Ball for Your Business?

15%|30 =
Typical closing
rate in the pool
industry
If a visitor
read pages
River Pools New
closing rate
What is the $Ball for Your Business?
90%

HOWdid they do this?

They Ask
You Answer

Value of a Single Post?

$2.4 M

$2.4 M
Value of a Two Posts?

$2.4 M
Value of a Two Posts?
$3.0 M

How Do They Handle Leads Now?
Assignment Selling & 30 page buyers

Attract visitors to your website (prospects to the top
of your funnel). They're the most important inbound
marketing tactics because they're like a building's
foundation:
Here are 4 of the most important
1. Blogging
2. Search Engine Optimization
3. Social Media
4. Content Marketing

Where to Start? 1: Get Found
Attract visitors to your website (prospects to the top
of your funnel). They're the most important inbound
marketing tactics because they're like a building's
foundation:
Here are 4 of the most important
1. Blogging
2. Search Engine Optimization
3. Social Media
4. Content Marketing
Totals for Jan 1, 2011 – Jan 7, 2013
Totals for Jan 1, 2013 – Jan 7, 2013

A quick
exercise with
questions

To someone, you are a 4th grader

Let’s review some real-world case studies.
Please note: each person has
• a focus,
• a core audience they speak to,
• they are not big names outside of their industries,
• they don’t have formal degrees in their areas of expertise
• are doing very well financially WHILE pursuing their core interest

Some case
studies

Ana-White
DON STANLEY | @3rhinomedia | Spring 2013

Gary Vaynerchuk

Patrick Flynn

James Wedmore

break

We know our
why

NOW
Who

“Simplicity is the ultimate sophistication”
Leonardo Da Vinci

Remember
EVERYONE starts @
zero

Who is my target market?

20/80or F.O.C.U.S

If you are a typical business there will often be more
than one target market. Determine who they are and
then ask the following:

• What are their goals and aspirations?

• Why are they interested in this topic?

• What are their business problems?

• What are their business problems?
• What tools do they use to find their answers
(Google, Facebook, Forums, etc.)?

What questions do they have?

Are there cycles for content?

why & who
Now some how

What tools should I use?

Blogging platforms?

Blogging platforms?
Hosting options?

Blogging platforms?
Hosting options?
Types of content?

Blogging platforms?
Hosting options?
Types of content?
Social media promotions?

Let’s review

Let’s review
Know why

Let’s review
Know why
Know who

Let’s review
Know why
Know who
Know how

QUESTIONS?
Don Stanley
3Rhino Media
@3rhinomedia
www.3rhinomedia.com

Business Blogging and Content Marketing 101

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (12)

Ähnlich wie Business Blogging and Content Marketing 101

Ähnlich wie Business Blogging and Content Marketing 101 (20)

Mehr von Don Stanley

Mehr von Don Stanley (19)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Business Blogging and Content Marketing 101

Hinweis der Redaktion