Weitere ähnliche Inhalte
Ähnlich wie Marketo blogging basics (20)
Mehr von Douglas Burdett (17)
Kürzlich hochgeladen (20)
Marketo blogging basics
- 2. Page
2
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 3. Executive Overview
• B2B
companies
that
blog
generate
67%
more
leads
per
month
than
those
who
do
not.
• 2/3
of
marketers
say
their
company
blog
is
“cri:cal”
or
“important”
to
their
business.
• B2C
Companies
that
blog
generate
88%
more
leads
per
month
than
those
who
do
not.
• 77%
of
Internet
users
read
blogs
Page
3
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 4. Agenda
• Blogging Fundamentals
• Create Content For Your Target Audience
• Your Blog & SEO
Page
4
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 5. Agenda
• Blogging Fundamentals
• Create Content For Your Target Audience
• Your Blog & SEO
Page
5
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 6. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target
Audience
3. Quality & Consistent
Content
4. Promote & Share
5. Track Results What are the key objectives?
• Branding
• Public Relations
• SEO
• Customer Service
• Sales
Page
6
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 7. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target
Audience
3. Quality & Consistent
Content
4. Promote & Share
5. Track Results
How will you track progress?
• Number of posts
• Comments
• SEO Improvement
• Lead Generation
Page
7
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 8. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your
Target Audience
3. Quality & Consistent
Content
4. Promote & Share
5. Measure
Who are they? What problems do
you solve?
• Prospects
• Clients
• Employees
• Industry Influencers
Page
8
©
2012
Marketo,
Inc.
• Media
Marketo
Proprietary
and
Confiden:al
- 9. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target Audience
3. Quality & Consistent Content
4. Promote & Share
5. Track Results
Quality Content
• Focus your blog topic
• Write for your target audience
• Recruit guest writers in your
industry
Page
9
• Create categories & use Proprietary
and
Confiden:al
©
2012
Marketo,
Inc.
Marketo
- 10. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target Audience
3. Quality & Consistent Content
4. Promote & Share
5. Track Results
Consistent Content
• Create a blog content calendar
• Set blog posting goals; ie: 2x/
wk
• Create posts in advance &
schedule
Page
10
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 11. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target Audience
3. Quality & Consistent Content
4. Promote & Share
5. Track Results
Promoting your blog is key.
• Read & Comment on other blogs
• Link to other blogs
• Promote/mention other bloggers
• Respond to blog comments
Page
11
• Make it easy to subscribe & share
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 12. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target Audience
3. Quality & Consistent Content
4. Promote & Share
5. Track Results
Blog results should be weighed
against blog objectives.
• Web Analytics
• RSS Feed subscriptions
• Social Media Engagement; ie: shares,
likes, RT’s
Page
12
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 13. Blogging Fundamentals
1. Set Goals & Metrics
2. Understand Your Target Audience
3. Quality & Consistent Content
4. Promote & Share
5. Track Results
Progress should be weighed
against the metrics you
choose.
• Weekly/Monthly posts
• Number & Quality of Comments
• Calls to action to drive leads
Page
13
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 14. Agenda
• Blogging Fundamentals
• Create Content For Your Target Audience
• Your Blog & SEO
Page
14
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 15. Blogging 101
Create Blog Posts For Your Audience
• Focus Your Topic
• Title
• Image
• Outline The Problem
• Provide The Solution
• Strong Call To Action
Page
15
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 16. Blogging 101
Focus Your Topic
• What point do you want to make?
• What action do you want your reader to
take?
• Are you trying to convince, persuade, lead,
inform, etc?
Page
16
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 17. Blogging 101
Title
• Provide A Solution
• Be Interesting, Relevant, Surprising
• Consider Keywords
Example:
“5 Myths About Marketing Automation”
“Lead Nurturing Through Social Media”
“6 Ways to Shorten Your Sales Cycle”
Page
17
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 18. Blogging 101
Images
• Catch the reader’s eye
• Draw visually motivated readers into the content
• May also improve SEO
Page
18
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 19. Blogging 101
Outline The Problem
What problem does your audience likely
have and how you can help solve that
solve in the post?
Potential Problems
• Increase quality followers on Twitter
• Engage with media on Facebook
• Social media implementation & time
management
Page
19
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 20. Blogging 101
Provide The Solution
Once the problem is identified, offer your
solution in a way the reader can fully
understand.
Possible formats:
• Step by step
• List
• Resources
Page
20
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 21. Blogging 101
Strong Call To Action
Ask readers to take a clear action.
Possible actions:
• Share tips, feedback, insights
• Direct them to a landing page
• Download another form of content; ie:
white paper, ebook, case study
Page
21
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 22. Agenda
• Blogging Fundamentals
• Create Content For Your Target Audience
• Your Blog & SEO
Page
22
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 23. Blog as a Marketing Tool
Blogs with great content can be
effective marketing tools.
Blog
Blogs with great content that are
optimized AND promoted
create overwhelming competitive
advantages. Blog
keywords keywords
keywords
Page
23
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 24. Blogging 101
SEO For Blogging
Keyword in Title
Keyword in post
Develop a post concept with
a keyword in mind to ensure
that the post naturally
speaks to that term. Ensure
Keyword links the keyword is present in
to relevant key areas that help the
webpage reader and the search
engine understand the them
of the post.
Page
24
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 25. Blogging 101
SEO For Blogging
Keyword ranking
Page
25
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
- 26. Thank You!
For
more
:ps,
download
the
B2B
Blogging
Cheat
Sheet,
part
of
the
Marketo
Social
Media
Success
Kit.
www.Marketo.com
Page
26
©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al