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ACCELERATE YOUR B.L.O.G. – LAYING THE FOUNDATION FOR SUCCESS




 @PolePositionMkg
 #BLOG-ing
ARE YOU IN IT FOR THE LONG HAUL?




 @PolePositionMkg
 #how2blog
BEFORE YOU START THE MARATHON…
                        Who are you?
• 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
Why do you exist?




                                                                                          BEFORE YOU START THE MARATHON…
                                    Why
                                    How
                                    What


                                     “We have to understand the
   Virtually all companies           why if we’re going to change
   understand what they do. Many     the culture of the company.” ~
   understand how they do it.        Marcus Sheridan, The Sales Lion, Inbound & Content
   However, very few understand      Marketing Made Easy
   why they do it. ~ Simon Sinek,
   Start with the Why
BEFORE YOU START THE MARATHON…
                            What are your goals?
                              Start with the why


     New Customers


       Awareness


     Tell Your Story


Foster Community, Sharing
BEFORE YOU START THE MARATHON…
Who are you trying to reach?
             Build personas



    Priorities



  Expectations    Benchmarks



                   Decision
    Obstacles
                   Process
BEFORE YOU START THE MARATHON…
                       How do you find out what
                           your personas want?
                                         Listen!




Interviews   Conferences   Reviews   Social Media
BEFORE YOU START THE MARATHON…
                                    Inquire


                  Attend
                                                Join

                               Buy


                                              Subscribe


                           Donate




What do you want them to do?
What is your




                                                                   BEFORE YOU START THE MARATHON…
                                                     blog focus?
                                 Your
                                 Story
                                           Your
                             Your        Personas
                             Stuff


                                       Your
                                     Expertise
“Throw away
your work
persona. Start
being who you
really are.” –
Heather Meza, Content
Marketer for Cisco Systems
                                Your Blog
Are you prepared to stick with it?




                                     BEFORE YOU START THE MARATHON…
ACT LIKE A PUBLISHER




 @PolePositionMkg
 #how2blog
Go beyond thinking like a publisher




                                      YOU ARE A PUBLISHER
YOU ARE A PUBLISHER
Develop a vision for your ideal team!   Chart by DivvyHQ.com
Working with Content Owners




                                                          YOU ARE A PUBLISHER
                   Identify information silos


                   Include owners in your new structure


                   Create an environment of sharing
Working with Content Creators




                                                       YOU ARE A PUBLISHER
           Look beyond the mar-com department

           Not all contributors have to be writers

           Fill gaps with outside help, if necessary
YOU ARE A PUBLISHER
Workflow by DivvyHQ.com
Establish Your




                            YOU ARE A PUBLISHER
    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
• Crisis management
CHOOSING THE RIGHT TOOLS




 @PolePositionMkg
 #how2blog
Listening Dashboard




                                           THE RIGHT TOOLS
                             News
         Google Alerts
       Google Insights   Social Networks
             RSS Feeds
       Bottlenose.com
                          Competitors
RSS Feed          News   Trends




                                             THE RIGHT TOOLS (BOTTLENOSE.COM)
Social Profiles                   Comments
Idea Storage Tools




                                                            THE RIGHT TOOLS
                                            Evernote.com
                                             Spreadsheet
 Where will you store your                   Google Docs
                             WordPress Editorial Calendar
 ideas for future use?           Edit Flow for Wordpress
                                         DivvyHQ.com ($)
                                         Kapost.com ($$)
Content Planning / Workflow Tools




                                                                                    THE RIGHT TOOLS
                                                 Publish and schedule posts


                                                 Draft and pending status options


                                                 Unscheduled posts visible
WordPress Editorial Calendar
http://wordpress.org/extend/plugins/editorial-
calendar/
                                                 Drag-and-drop movement
Edit Flow
http://wordpress.org/extend/plugins/edit-flow/
Distribution Tools




                                                         THE RIGHT TOOLS
                HootSuite            RSS

                       TweetDeck           TwitterFeed




                Seesmic              Ping.fm




                            Bit.ly        SocialOomph
Mobile Tools




                                                                     THE RIGHT TOOLS
            Ave. time spent
            per interaction

                                              43
                              39

                     30

       17




 “The only screen that matters is the
 one in front of me. We will have a one-             WPTouch from
 screen world.” ~ Mitch Joel, author of Six   BraveNewCode.com ($)
 Pixels of Separation
Get ‘er done!



PLAN YOUR EDITORIAL CALENDAR




 @PolePositionMkg
 #how2blog
EDITORIAL CALENDAR
Don’t wing it!
Plan like a publisher.
EDITORIAL CALENDAR: 3 TYPES OF CONTENT
                 Cornerstone Content


 High Value     Content to
  Content        rank for


  Inform &
                 Evergreen
   Educate


Easy to find,
                Attract links
easy to share
Connection Content




                                                           EDITORIAL CALENDAR: 3 TYPES OF 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
Customer Content




                                   EDITORIAL CALENDAR: 3 TYPES OF CONTENT
  Content intended to
 convince personas that
they should do business
       with you.


               Thought
 Expertise
              Leadership
Start with your personas




                                                                          EDITORIAL CALENDAR: BRAINSTORMING
  “Listening is the greatest content marketing tool in the
  world. You will never run out of content.” ~ Marcus Sheridan




                                 They ask. You answer.

                                 Involve customer service


                                 Research


                                 Think like a consumer in your industry
Your marketing plan




                                                  BRAINSTORMING CATEGORIES & TOPICS
                          Your Brand


                    New products/services


                         New markets


                Sales: What’s hot? What needs a
                             boost?


                        Seasonal sales
EDITORIAL CALENDAR: BRAINSTORMING
                              Your competition

      Their website


Their social media presence

                                     Google Alerts
      Their content                 Google Insights
                                        RSS Feeds
                                        Alexa.com
      Their keywords                 Spyfu.com ($)
                                  Compete.com ($$)
The Myth of ‘Special Sauce’




                                                      EDITORIAL CALENDAR: BRAINSTORMING
 • McDonald’s finally reveals that special sauce is
   Thousand Island dressing.
 • In most cases, you have no ‘secret sauce.’


 “We’re in an age of transparent
 marketing. If you’re willing to
 be transparent, you’ll be
 successful.” ~ Marcus Sheridan
EDITORIAL CALENDAR: BRAINSTORMING
                                          Your keywords




  Variations that are too numerous for
              website pages


Competitor keywords (Compete, Alexa,
               Spyfu)


              Brainstorm



               “Sitesee”


     Keyword research tools such
as Wordtracker or Google’s Keyword Tool
Other Sources




                                                 EDITORIAL CALENDAR: BRAINSTORMING
Your analytics

   Your buying cycle

     Industry bloggers

     Industry conferences

     Breaking news (newsjacking)

   Your news (flip the release) and events

Your vendors and partners
Blog Post Types




                                                                    EDITORIAL CALENDAR: TYPES OF POSTS
                    Human interest
     How-to’s                           Lists          Op-Ed
                       stories


                                                     Seasonal
    Newsjacking        Reviews       Guest posts
                                                     concepts


                     Reimagined                       Creative
      Videos                         Interviews
                       content                      product uses


   Partner/Vendor
                     Case studies      Series        Contrarian
      highlights


                                                   User-generated
      Photos         Core values      Podcasts
                                                      content
CREATE ‘EPIC’ CONTENT   (AT LEAST SOME OF THE TIME)




 @PolePositionMkg
 #how2blog
“Creating content is easy.                  What is epic content?




                                                                       CREATING QUALITY CONTENT
Creating great content is hard.”
~ Ann Handley, Marketing Profs, co-author of
               Content Rules




           Enjoyable to take in


           Demonstrates your
              experience

            Contains element
               of surprise
CREATING QUALITY CONTENT
     Your Website




                           Your Blog
Strong headlines




                                CREATING QUALITY CONTENT
Grab attention

 Compel

Use keywords
8 Headline Styles that Work*




                                                                                                       CREATING QUALITY CONTENT
                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                           http://www.copyblogger.com/copy
Bob Bly and Copyblogger.com.                                         writing-101/
6 Content Must Haves




                                         CREATING QUALITY 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.
Don’t forget video and podcast




                                                                                CREATING QUALITY CONTENT
                 Some content owners don’t like to write.
                 Allow them to provide information in the
                way that makes them feel most comfortable.

• Audio interviews encourage verbal processing. Talk it out!
• Transcription gives you a great deal of raw content to work with. Can be
  edited and repurposed in many ways.
• Try a Google+ Hangout
     Broadcast to the public
     Track viewership
     Record and share automatically on YouTube
• Don’t forget to optimize your YouTube video and embed videos on your
  blog to garner views in both places.
                                                           Speechpad.com ($)
                                                     Dragon by Nuance.com ($)
                                                            Google+ Hangouts
                                                                       Skype
                                                                     YouTube
MAKE YOUR CONTENT FINDABLE




 @PolePositionMkg
 #how2blog
Balance quality with SEO




                                                    MAKE CONTENT FINDABLE
       Epic content that can’t be found or shared
                   might as well be invisible.
Meta data: title tags




                                                  MAKE CONTENT FINDABLE
  When it comes to                Search engine
  on-page                            results
  optimization, the
  title tag of any given
  web page is the
                                  Browser tabs
  single most
  important piece of
  optimizable real
                                   Social links
  estate there is. ~
  Stoney deGeyter, that guy who
  spoke this morning
How to optimize title tags




                                                                                  MAKE CONTENT FINDABLE
<title>Website Marketing and SEO Strategy Company for Online Businesses</title>

 <title>Website Marketing | SEO and Web Marketing Strategy Company</title>
MAKE CONTENT FINDABLE
Where to input
 title tags and
  descriptions
Optimize other aspects of




                                                        MAKE CONTENT FINDABLE
                            1. Use <h1> and <h2>
the of post                    subheads with
                               keywords
                            2. Integrate keywords
                               naturally
                            3. Select best categories
                               and tags
Optimize images




                                               MAKE CONTENT FINDABLE
      Ensure that keywords appear in Alt Tag
SOCIALIZE YOUR CONTENT




 @PolePositionMkg
 #how2blog
Benefits of social media




                               SOCIALIZE YOUR CONTENT
     Traffic        Links




   Credibility   Conversions
SOCIALIZE YOUR CONTENT
For optimal results, social




                              SOCIALIZE YOUR CONTENT
media requires…
Where is your audience?




                                   SOCIALIZE YOUR CONTENT
         Social giants


         Industry-specific sites


         Local sites
Be great with the channels you choose




                                        SOCIALIZE YOUR CONTENT
Tips on socializing content




                                                      SOCIALIZE YOUR CONTENT
        Make each post channel specific while
     maintaining integrated, cross-channel strategy


       Use each channel’s features to your best
                    advantage


                  Invite engagement



                 Use images and video



       Consider contests, giveaways and promos


     Use site and channel analytics to learn what’s
                       working
Additional resources




                                                                        RESOURCES FOR FURTHER READING
                 Pole Position Marketing Library &
                  eMarketing Performance Blog

       Content Rules by Ann Handley and CC Chapman

          Launch by Michael Stelzner

            Managing Content Marketing by Joe Pullizi and Robert Rose

            Buyer Persona Institute at BuyerPersona.com

            Optimize by Lee Odden

          New Rules of Marketing and PR by David Meerman Scott

       Inbound & Content Marketing Made Easy by Marcus Sheridan
Thank You!
 Find Us   www.PolePositionMarketing.com

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Accelerate Your B.L.O.G., Part 2: Laying the Foundation for Success

  • 1. ACCELERATE YOUR B.L.O.G. – LAYING THE FOUNDATION FOR SUCCESS @PolePositionMkg #BLOG-ing
  • 2. ARE YOU IN IT FOR THE LONG HAUL? @PolePositionMkg #how2blog
  • 3. BEFORE YOU START THE MARATHON… Who are you? • 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
  • 4. Why do you exist? BEFORE YOU START THE MARATHON… Why How What “We have to understand the Virtually all companies why if we’re going to change understand what they do. Many the culture of the company.” ~ understand how they do it. Marcus Sheridan, The Sales Lion, Inbound & Content However, very few understand Marketing Made Easy why they do it. ~ Simon Sinek, Start with the Why
  • 5. BEFORE YOU START THE MARATHON… What are your goals? Start with the why New Customers Awareness Tell Your Story Foster Community, Sharing
  • 6. BEFORE YOU START THE MARATHON… Who are you trying to reach? Build personas Priorities Expectations Benchmarks Decision Obstacles Process
  • 7. BEFORE YOU START THE MARATHON… How do you find out what your personas want? Listen! Interviews Conferences Reviews Social Media
  • 8. BEFORE YOU START THE MARATHON… Inquire Attend Join Buy Subscribe Donate What do you want them to do?
  • 9. What is your BEFORE YOU START THE MARATHON… blog focus? Your Story Your Your Personas Stuff Your Expertise “Throw away your work persona. Start being who you really are.” – Heather Meza, Content Marketer for Cisco Systems Your Blog
  • 10. Are you prepared to stick with it? BEFORE YOU START THE MARATHON…
  • 11. ACT LIKE A PUBLISHER @PolePositionMkg #how2blog
  • 12. Go beyond thinking like a publisher YOU ARE A PUBLISHER
  • 13. YOU ARE A PUBLISHER Develop a vision for your ideal team! Chart by DivvyHQ.com
  • 14. Working with Content Owners YOU ARE A PUBLISHER Identify information silos Include owners in your new structure Create an environment of sharing
  • 15. Working with Content Creators YOU ARE A PUBLISHER Look beyond the mar-com department Not all contributors have to be writers Fill gaps with outside help, if necessary
  • 16. YOU ARE A PUBLISHER Workflow by DivvyHQ.com
  • 17. Establish Your YOU ARE A PUBLISHER 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 • Crisis management
  • 18. CHOOSING THE RIGHT TOOLS @PolePositionMkg #how2blog
  • 19. Listening Dashboard THE RIGHT TOOLS News Google Alerts Google Insights Social Networks RSS Feeds Bottlenose.com Competitors
  • 20. RSS Feed News Trends THE RIGHT TOOLS (BOTTLENOSE.COM) Social Profiles Comments
  • 21. Idea Storage Tools THE RIGHT TOOLS Evernote.com Spreadsheet Where will you store your Google Docs WordPress Editorial Calendar ideas for future use? Edit Flow for Wordpress DivvyHQ.com ($) Kapost.com ($$)
  • 22. Content Planning / Workflow Tools THE RIGHT TOOLS Publish and schedule posts Draft and pending status options Unscheduled posts visible WordPress Editorial Calendar http://wordpress.org/extend/plugins/editorial- calendar/ Drag-and-drop movement Edit Flow http://wordpress.org/extend/plugins/edit-flow/
  • 23. Distribution Tools THE RIGHT TOOLS HootSuite RSS TweetDeck TwitterFeed Seesmic Ping.fm Bit.ly SocialOomph
  • 24. Mobile Tools THE RIGHT TOOLS Ave. time spent per interaction 43 39 30 17 “The only screen that matters is the one in front of me. We will have a one- WPTouch from screen world.” ~ Mitch Joel, author of Six BraveNewCode.com ($) Pixels of Separation
  • 25. Get ‘er done! PLAN YOUR EDITORIAL CALENDAR @PolePositionMkg #how2blog
  • 26. EDITORIAL CALENDAR Don’t wing it! Plan like a publisher.
  • 27. EDITORIAL CALENDAR: 3 TYPES OF CONTENT Cornerstone Content High Value Content to Content rank for Inform & Evergreen Educate Easy to find, Attract links easy to share
  • 28. Connection Content EDITORIAL CALENDAR: 3 TYPES OF 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
  • 29. Customer Content EDITORIAL CALENDAR: 3 TYPES OF CONTENT Content intended to convince personas that they should do business with you. Thought Expertise Leadership
  • 30. Start with your personas EDITORIAL CALENDAR: BRAINSTORMING “Listening is the greatest content marketing tool in the world. You will never run out of content.” ~ Marcus Sheridan They ask. You answer. Involve customer service Research Think like a consumer in your industry
  • 31. Your marketing plan BRAINSTORMING CATEGORIES & TOPICS Your Brand New products/services New markets Sales: What’s hot? What needs a boost? Seasonal sales
  • 32. EDITORIAL CALENDAR: BRAINSTORMING Your competition Their website Their social media presence Google Alerts Their content Google Insights RSS Feeds Alexa.com Their keywords Spyfu.com ($) Compete.com ($$)
  • 33. The Myth of ‘Special Sauce’ EDITORIAL CALENDAR: BRAINSTORMING • McDonald’s finally reveals that special sauce is Thousand Island dressing. • In most cases, you have no ‘secret sauce.’ “We’re in an age of transparent marketing. If you’re willing to be transparent, you’ll be successful.” ~ Marcus Sheridan
  • 34. EDITORIAL CALENDAR: BRAINSTORMING Your keywords Variations that are too numerous for website pages Competitor keywords (Compete, Alexa, Spyfu) Brainstorm “Sitesee” Keyword research tools such as Wordtracker or Google’s Keyword Tool
  • 35. Other Sources EDITORIAL CALENDAR: BRAINSTORMING Your analytics Your buying cycle Industry bloggers Industry conferences Breaking news (newsjacking) Your news (flip the release) and events Your vendors and partners
  • 36. Blog Post Types EDITORIAL CALENDAR: TYPES OF POSTS Human interest How-to’s Lists Op-Ed stories Seasonal Newsjacking Reviews Guest posts concepts Reimagined Creative Videos Interviews content product uses Partner/Vendor Case studies Series Contrarian highlights User-generated Photos Core values Podcasts content
  • 37. CREATE ‘EPIC’ CONTENT (AT LEAST SOME OF THE TIME) @PolePositionMkg #how2blog
  • 38. “Creating content is easy. What is epic content? CREATING QUALITY CONTENT Creating great content is hard.” ~ Ann Handley, Marketing Profs, co-author of Content Rules Enjoyable to take in Demonstrates your experience Contains element of surprise
  • 39. CREATING QUALITY CONTENT Your Website Your Blog
  • 40. Strong headlines CREATING QUALITY CONTENT Grab attention Compel Use keywords
  • 41. 8 Headline Styles that Work* CREATING QUALITY CONTENT 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 http://www.copyblogger.com/copy Bob Bly and Copyblogger.com. writing-101/
  • 42. 6 Content Must Haves CREATING QUALITY 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.
  • 43. Don’t forget video and podcast CREATING QUALITY CONTENT Some content owners don’t like to write. Allow them to provide information in the way that makes them feel most comfortable. • Audio interviews encourage verbal processing. Talk it out! • Transcription gives you a great deal of raw content to work with. Can be edited and repurposed in many ways. • Try a Google+ Hangout  Broadcast to the public  Track viewership  Record and share automatically on YouTube • Don’t forget to optimize your YouTube video and embed videos on your blog to garner views in both places. Speechpad.com ($) Dragon by Nuance.com ($) Google+ Hangouts Skype YouTube
  • 44. MAKE YOUR CONTENT FINDABLE @PolePositionMkg #how2blog
  • 45. Balance quality with SEO MAKE CONTENT FINDABLE Epic content that can’t be found or shared might as well be invisible.
  • 46. Meta data: title tags MAKE CONTENT FINDABLE When it comes to Search engine on-page results optimization, the title tag of any given web page is the Browser tabs single most important piece of optimizable real Social links estate there is. ~ Stoney deGeyter, that guy who spoke this morning
  • 47. How to optimize title tags MAKE CONTENT FINDABLE <title>Website Marketing and SEO Strategy Company for Online Businesses</title> <title>Website Marketing | SEO and Web Marketing Strategy Company</title>
  • 48. MAKE CONTENT FINDABLE Where to input title tags and descriptions
  • 49. Optimize other aspects of MAKE CONTENT FINDABLE 1. Use <h1> and <h2> the of post subheads with keywords 2. Integrate keywords naturally 3. Select best categories and tags
  • 50. Optimize images MAKE CONTENT FINDABLE Ensure that keywords appear in Alt Tag
  • 51. SOCIALIZE YOUR CONTENT @PolePositionMkg #how2blog
  • 52. Benefits of social media SOCIALIZE YOUR CONTENT Traffic Links Credibility Conversions
  • 54. For optimal results, social SOCIALIZE YOUR CONTENT media requires…
  • 55. Where is your audience? SOCIALIZE YOUR CONTENT Social giants Industry-specific sites Local sites
  • 56. Be great with the channels you choose SOCIALIZE YOUR CONTENT
  • 57. Tips on socializing content SOCIALIZE YOUR CONTENT Make each post channel specific while maintaining integrated, cross-channel strategy Use each channel’s features to your best advantage Invite engagement Use images and video Consider contests, giveaways and promos Use site and channel analytics to learn what’s working
  • 58. Additional resources RESOURCES FOR FURTHER READING Pole Position Marketing Library & eMarketing Performance Blog Content Rules by Ann Handley and CC Chapman Launch by Michael Stelzner Managing Content Marketing by Joe Pullizi and Robert Rose Buyer Persona Institute at BuyerPersona.com Optimize by Lee Odden New Rules of Marketing and PR by David Meerman Scott Inbound & Content Marketing Made Easy by Marcus Sheridan
  • 59. Thank You! Find Us www.PolePositionMarketing.com