1. Dale Dillon and Michael Gray
Friday, September 27, 2013
How to Blog

2. Guest Speaker
Barbara McNichol
Nonfiction Editor

3. Generate Benefits toYour Business
SelectTopics and Content that Get Results
OptimizeYour Post
PromoteYour Blog Post

6. How Does Blogging
Generate Benefits to Your
Business??
 Builds Traffic
 search engine traffic
 social media traffic
 email marketing
 Increases credibility
 pre-sell
 establishes you as an expert
 Voice and Authority

7. The two famous questions…
For each blog post, ask these 2
questions:
Who?
Why?

8. Who is the WHO
Identify niches (needs) within your market
What are their...
interests?
goals?
problems?
pain points?
hot buttons?

9. Drilling Down
 Who (age, location, gender, education, job title)
 Environment (when and where are they using your site?
What device are they using?)
 Tasks (what are they trying to complete/learn)
 Motivation (what is their broader desired outcome?)
 Goals, Problems, Pain Points?
 Name or nickname & Representative photo
Source: http://blog.kissmetrics.com/user-personas-for-seo/

10. The two famous questions…
For each blog post, ask these 2
questions:
Who?
Why?

11. The Content
the content itself

12. What are some of the WHY’S
what would you like to accomplish [short term]
You?

13. What are some of the WHY’S
what would you like to accomplish [long term]
 Establish credibility or thought leadership
 Increase traffic to your business website
 Humanize your company
 Generate Leads or Pre-Sell Prospects
 Brand Building/Awareness

14. The Topics

15. Before you pick a topic…
Listen!
Social Media
Conversations
Surveys
Questions
Clients’ FAQs
Clients’ Emails
Common Problems

17. Google Trends

19.  Michael Gray
 How to OptimizeYour Post
 How to PromoteYour Post

20. Problem?
eye-catching title/headline
KEYWORD OR in social media

21. Why is a headline important?
“The anatomy of post”
 People judge a [post] by it’s [headline]
 Catchy… [ if not, they may not click! ]
 High SEO value
 Include your keyword
Perfect
Timeless
Shareable

22. Write Headlines that SHINE
Specificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Value
http://blog.kissmetrics.com/how-to-write-headlines
A Scientific Approach to Writing Page
Titlehttp://www.problogger.net/archives/2012/03/06/a-
scientific-approach-to-writing-page-titles
52 Headline Hacks!
http://headlinehacks.com (by Jon Morrow)
3 Must-Have Guides to
Write Amazing Headlines

23. How to Achieve the WHY?
 Conclude with a call to action:
 ask an engaging question
 ask them to comment, share, connect
 Include email subscription box after the post
 Make it easy for them to participate

24. make it easy to share

25. make it easy to subscribe

26. The SEO

27. What to do with a “keyword”
Insert in the Title (Headlines)
- 60 characters
Insert in the meta Description
- 160 characters.
- appeal to both people and search engines
- make it emotional / intriguing (for people not SE)
- Tip: “the cliff hanger”…
Insert in the photo meta description
Add sub headings (H2) with keywords
Use in the content naturally
- don’t over-use.
- mix it up

29. The Simple Guide to SEO
SEO techniques are important, but…
write for people not for search engines
 write great post titles (include your keyword)
 provide quality content with related keywords
 include relevant and helpful links
when you do that… people will link back,
share on social media, etc.

31. Yoast for WordPress SEO
 http://yoast.com/wordpress/
 Optimize your website for search
 Optimize your blog posts for search

32. Recap
 Write for people not Google
 Optimize the SEO but don’t overdo it.
 Make it memorable
 Make it easy to share
 Close with a call to action
 Make it easy to subscribe via email
Double Bonus – Now that you have people
on your website what do you want them
to do? Think Conversion!

33. Dale Dillon and Michael Gray
www.OnlineBizSMARTs.com