Learn 38 must-know tactics that will help you turn your boring business blog into an effective communication platform.

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@StoneyDStoney G deGeyter
38 BLOGGING TACTICS THAT’LL
{KNOCK}
THE WORDS RIGHT OUT OF
YOUR MOUTH

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@StoneyDStoney G deGeyter
1. PLAN FOR THE LONG HAUL

3. 38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH @StoneyD #pubcon
2. Know who you are
 Go beyond the
labels (B2B, B2C,
industry, etc.) and
what you sell
 Find your story
from a human
perspective
 How does your
business make a
difference in this
world, both for
customers and
community?
 Commit to
sharing your story
in a human way
PLAN FOR THE LONG HAUL

4. 38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH @StoneyD #pubcon
142K Likes
2. Know who you are
One more catch…
PLAN FOR THE LONG HAUL
“Can’t” use contractions!

5. 38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH @StoneyD #pubcon
3. Set your goals
New Customers
Awareness
Tell Your Story
Foster Community, Sharing
PLAN FOR THE LONG HAUL

6. 38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH @StoneyD #pubcon
Your Blog
Your
Expertise
Your
Products/
Services
Your
Customers
Your
Story
“Throwawayyourwork
persona.Startbeing who
youreallyare.”– Heather
Meza, Content Marketer
for Cisco Systems
4. Determine your focus
PLAN FOR THE LONG HAUL

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5. Stick with it
PLAN FOR THE LONG HAUL
20-50 posts
More posts = more leads.

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@StoneyDStoney G deGeyter
6. IDENTIFY YOUR TARGET AUDIENCE

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7. Know who you want to reach
Priorities
Expectations Obstacles
Decision
Process
IDENTIFY YOUR TARGET AUDIENCE

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8. Gather intelligence
Demographics:
Gender, Age,
Location
Job
Title/Company
Interests Goals/Challenges
Words/Phrases
How do they
describe
themselves?
IDENTIFY YOUR TARGET AUDIENCE

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9. Interview your customers
IDENTIFY YOUR TARGET AUDIENCE

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10. Find out what they want
Customer
Contact
Reviews
Social
Media
IDENTIFY YOUR TARGET AUDIENCE

13. 38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH @StoneyD #pubcon
Buy
Attend
Join
Subscribe
Donate
Inquire
11. Plan the action for them to take
IDENTIFY YOUR TARGET AUDIENCE

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@StoneyDStoney G deGeyter
12. ACT LIKE A PUBLISHER

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13. Collaborate with content owners
Identify information silos
Include owners in your new structure
Create an environment of sharing
ACT LIKE A PUBLISHER

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14. Collaborate with content creators
Look beyond the mar-com department
Not all contributors have to be writers
Fill gaps with outside help, if necessary
ACT LIKE A PUBLISHER

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14. Collaborate with content creators
This isn’t sexy. Find something that is…
And merge it with what you do.
ACT LIKE A PUBLISHER

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15. Establish your guidelines  Overall voice
 Encourage
personality among
content
contributors that
fits within your
voice
 Style that will
govern written
content (AP Style is
most common)
 Principles for
building positive
online communities
 Individual
responsibilities
ACT LIKE A PUBLISHER

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@StoneyDStoney G deGeyter
16. CHOOSE THE RIGHT TOOLS

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17. Set up your listening dashboard
News
Social Networks
Competitors
Google Alerts
Mention
Google News
Feedly
Bottlenose.com
Hootsuite.com
CHOOSE THE RIGHT TOOLS

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18. Have an idea storage bank
Evernote.com
Spreadsheet
Google Docs
WordPress Editorial Calendar
Edit Flow for Wordpress
DivvyHQ.com ($)
Kapost.com ($$)
CHOOSE THE RIGHT TOOLS

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RSSHootSuite
Buffer Email
Social
Oomph
Sprout
Social
Bit.ly IFTTT
19. Set up your distribution tools
CHOOSE THE RIGHT TOOLS

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@StoneyDStoney G deGeyter
20. PLAN YOUR EDITORIAL CALENDAR

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21. Create cornerstone content
High Value
Content
Content to
rank for
Inform &
Educate
Evergreen
Easy to find,
easy to share
Attract links
PLAN YOUR EDITORIAL CALENDAR

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22. Create connection content
 Creating content for the smaller, more
impassioned groups
 Building a sense of energy and community around
shared interests or issues
 Make it entertaining and useful
 Has the potential to spark disagreement
PLAN YOUR EDITORIAL CALENDAR

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23. Create customer content
Content intended to
convince ideal customers
that they should do
business with you.
Expertise
Thought
Leadership
PLAN YOUR EDITORIAL CALENDAR

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24. Publish varied content
PLAN YOUR EDITORIAL CALENDAR
How-to’s
Human interest
stories
Lists Infographics
Newsjacking Reviews Guest posts
Seasonal
concepts
Videos
Reimagined
content
Interviews
Creative
product uses
Partner/Vendor
highlights
Case studies Series Contrarian
Photos Core values Podcasts
User-generated
content

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@StoneyDStoney G deGeyter
25. BE ‘EPIC’ (AT LEAST SOME OF THE TIME)

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26. Use attention-getting headlines
8headlinestylesthatwork*
Direct Approach: Free Diabetes eBook
Indirect Approach: Cut the Sweet Talk
News Headline: Hospital Opens New Diabetes Clinic
How-to Headline: How to Lower Your Blood Sugar
Question Headline: Is Your Diabetes Out of Control?
Command Headline: Get Help for Your Diabetes Now
Reason Why Headline: Five Reasons Why You Need to Get Your Diabetes Under Control
Testimonial Headline: “I Got My Life Back, Thanks to the New Diabetes Clinic.”
*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
BE EPIC (AT LEAST SOME OF THE TIME)

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27. Implement worthy content
1. Stimulating intro (writing, videos,
podcasts). Get to the point with
panache!
2. Images. In a social online
environment, pictures are a must.
But don’t use too many; it makes
mobile viewing difficult.
3. Be organized. Stick to the point and
don’t meander. Less is usually more.
4. Speak to your reader and talk
human!
5. Links or attribution when you use
others’ work or ideas.
6. Soft call to action. Let your readers
know what to do next.
BE EPIC (AT LEAST SOME OF THE TIME)

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28. Include multi-media
BE EPIC (AT LEAST SOME OF THE TIME)
Audio
Video
Images
Hangouts
Transcription

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29. Think outside the box
BE EPIC (AT LEAST SOME OF THE TIME)

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29. Think outside the box
BE EPIC (AT LEAST SOME OF THE TIME)
Thanksgiving

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29. Think outside the box
BE EPIC (AT LEAST SOME OF THE TIME)
Christmas

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29. Think outside the box
BE EPIC (AT LEAST SOME OF THE TIME)
NewYear

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@StoneyDStoney G deGeyter
30. MAKE YOUR CONTENT FINDABLE

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Content that can’t be Found
might as well be invisible.
31. Balance quality with SEO
MAKE YOUR CONTENT FINDABLE

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When it comes to
on-page
optimization, the
title tag of any given
web page is the
single most
important piece of
optimizable real
estate there is.
Search engine
results
Browser tabs
Social links
32. Optimize title tags
MAKE YOUR CONTENT FINDABLE

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33. Optimize content
1. Keywords
2. Headings
3. Categories and Tags
MAKE YOUR CONTENT FINDABLE

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34. Optimize images
MAKE YOUR CONTENT FINDABLE

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@StoneyDStoney G deGeyter
35. SOCIALIZE YOUR CONTENT

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36. Choose your social networks
SOCIALIZE YOUR CONTENT

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37. Stay focused
SOCIALIZE YOUR CONTENT

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38. Do it with greatness
SOCIALIZE YOUR CONTENT

45. 38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH @StoneyD #pubcon
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You!
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