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How Blogging Can Transform Your Marketing

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How Blogging Can Transform Your Marketing

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A presentation on why and how to create amazing business blogs that generate ROI for your business. Explains how to use blogs for SEO, how to leverage social media channels to spread them and how to fill them with remarkable content.

A presentation on why and how to create amazing business blogs that generate ROI for your business. Explains how to use blogs for SEO, how to leverage social media channels to spread them and how to fill them with remarkable content.

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How Blogging Can Transform Your Marketing

  1. 1. How Blogging Can Transform Your Marketing <br />Rick Burnes<br />Twitter: @rickburnes<br />Community Manager, HubSpot<br />October 14, 2010<br />Oklahoma City American Marketing Association<br />
  2. 2. Agenda<br />About Inbound Marketing<br />Why Blog?<br />Six Keys to a Successful Blog<br />Pick Your Target Personas<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />Convert It<br />How to Measure Your Blog<br />
  3. 3. Traditional Marketing (Outbound)<br />
  4. 4. Marketing Today (Inbound)<br />
  5. 5. Declining Traffic for Trade Publications<br />
  6. 6. But We’re Now a Trade Publication<br />
  7. 7. Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />7<br />
  8. 8. Marketing With Budget? Or Brain?<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  9. 9. www.HubSpot.com/ROI<br />More:<br />
  10. 10. Why Inbound Is Cheaper<br />
  11. 11. 11<br />What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  12. 12. Blogging
  13. 13. Social Media
  14. 14. SEO
  15. 15. Analytics</li></ul>Get Found<br /><ul><li>Publish
  16. 16. Promote
  17. 17. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  18. 18. Target
  19. 19. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  20. 20. Landing Pages
  21. 21. Email
  22. 22. Lead Intelligence
  23. 23. Lead Mgmt
  24. 24. Analytics</li></ul>Customers<br />
  25. 25. Agenda<br />About Inbound Marketing<br />Why Blog?<br />Six Keys to a Successful Blog<br />Pick Your Target Personas<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />Convert It<br />How to Measure Your Blog<br />
  26. 26. Blogging doesn’t make sense for my industry.<br />Lazy Excuse!<br />13<br />
  27. 27. Blogging About Soldering Materials<br />14<br />
  28. 28. And Fencing Supplies<br />15<br />
  29. 29. And Golf<br />16<br />
  30. 30. And Pools<br />17<br />
  31. 31. OK, but what’s the business impact?<br />18<br />
  32. 32. 1,941 Leads<br />– in the Last Month<br />19<br />
  33. 33. Where did all those people come from?<br />20<br />
  34. 34. A Nice-Looking Restaurant Site<br />
  35. 35. Another Nice-Looking Restaurant Site<br />What’s the difference?<br />
  36. 36. Blog = Better SEO, More Traffic<br />Data from website.grader.com and compete.com<br />
  37. 37. How Many Tickets Do You Have?<br />
  38. 38. Blogging Means More Inbound Links<br />25<br />
  39. 39. More Indexed Pages<br />26<br />
  40. 40. More Visitors<br />27<br />
  41. 41. It’s simple: If you want to rank in search engines, you have to blog.<br />28<br />
  42. 42. And Blogging Does More Than SEO<br />29<br />One blog, multiple functions:<br /><ul><li> Search Engine Optimization
  43. 43. Social Media Optimization
  44. 44. Lead Generation
  45. 45. Education
  46. 46. Thought Leadership
  47. 47. Nurturing
  48. 48. PR
  49. 49. Brand Building
  50. 50. Recruiting
  51. 51. Internal Communication</li></li></ul><li>Agenda<br />About HubSpot & Inbound Marketing<br />Why Blog?<br />Five Keys to a Successful Blog<br />Pick Your Target Personas<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />Convert It<br />How to Measure Your Blog<br />
  52. 52. Key #1: Identify Target Personas<br />Kadient photo by David Meerman Scott<br />
  53. 53. Every time you publish an article, ask:<br />“Will this attract my <br />target personas?”<br />
  54. 54. Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
  55. 55. What Keywords Will Attract Your Personas?<br />Fill posts with them<br />Build an archive of content full of them<br />
  56. 56. How We Pick Keywords: Keyword Grader<br />
  57. 57. A Word of Caution<br />DO NOT focus on the things you sell your target personas<br />DO write about the things they want to learn about <br />
  58. 58. Key #2 Create a Mix of Posts<br />Jek-a-go-go on flickr<br />
  59. 59. Media Companies Thrive on Their Mix<br />News<br />Opinion<br />Feature<br />Photos<br />Video<br />
  60. 60. Many Types of Posts Get Traffic<br />
  61. 61. Raisin Bran – Basic, Everyday Posts<br />How-to posts<br />Rich in keywords<br />Get good at whipping them out<br />Make sure they’re useful<br />Greeneyesmilw on flickr<br />
  62. 62. Spinach – Healthy, Thoughtful Posts<br />Should establish your site a thought leader in the industry<br />Put time into them<br />Don’t do too many<br />ulteriorepicture on flickr<br />
  63. 63. Roasts – Big Blog Projects<br />Lots of work<br />Lots of links, discussion and attention<br />Pick them well<br />
  64. 64. Chocolate Cake – The Sweet Stuff<br />These posts make your blog fun<br />A chance to poke fun at yourself<br />Lots of traffic/links <br />Often video, images<br />Scubadive on flickr<br />
  65. 65. Tabasco – Posts That Start Fires<br />Make a bold statement<br />Be prepared to defend yourself<br />Lots of comments and links<br />Too many of these post could lose trust<br />ANOXLOU on flickr<br />
  66. 66. Key #3 Write Great Posts<br />Olivander on flickr<br />
  67. 67. No Need to Be Hemingway<br />Just follow a few simple rules.<br />Photo: Wikipedia<br />
  68. 68. Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at events<br />Interview customers for your blog<br />Repurpose company data for public reports<br />Share lessons you learn<br />Flick Photo: Cindiann<br />
  69. 69. Tips for Post Structure<br />Use Headings<br />500-800 words (or shorter!)<br />Lists are OK (just not too many)<br />1 idea per post<br />
  70. 70. Always Add a Photo<br />Flickr<br />iStockphoto<br />Shoot your own<br />
  71. 71. How to Search for a Flickr Photo<br />Go to Advanced Search<br />Then search for CC licensed photos<br />
  72. 72. Write Great Headlines<br />
  73. 73. Top Six Tips for Great Headlines<br />Write the headline before the article<br />Imagine the reader won’t see the article<br />Surprise people<br />No spelling errors!<br />Use your keywords<br />Ask a question (that’s how people search!)<br />
  74. 74. Key #4: Sustain It<br />Michalo on flickr<br />
  75. 75. Pick a Publishing Schedule<br />Once a week? Every Monday and Wednesday?<br />Stick to it<br />The goal is to build up a body of keyword-rich content (create an asset)<br />
  76. 76. Different Ways of Doing Posts<br />Email interviews<br />Video interviews (conferences, office visitors, clients)<br />Guest posts from people with similar blogs<br />“Best of” lists<br />“How we do it” posts<br />
  77. 77. Should I Hire People?<br />It depends.<br />Pros:<br />You don’t have to do the work<br />You hire a “professional writer”<br />Cons:<br />Nobody knows your business like you do<br />You don’t build your personal reputation<br />You don’t participate in the conversation<br />
  78. 78. Key #5: Spread It<br />Felipearte on flickr<br />
  79. 79. Think of Blogging Like a Job Search<br />
  80. 80. Network for a Blog as You Would for a Job<br />59<br />
  81. 81. Take Comments Seriously<br />Use these links<br />Make sure you comment back<br />Find out who the people are<br />Follow their links<br />Subscribe to their blog, follow them on Twitter<br />
  82. 82. Put Your Blog on Bigger Bloggers’ Radar<br />Write posts that link to and/or respond to their posts<br />Mention their names; most people do Google or Technorati searches for their name, so they’ll see your post<br />Reach out to them on social media<br />
  83. 83. Build Your Networks, Distribute Your Posts<br />62<br />
  84. 84. Where Do You Link to Your Blog?<br />Your homepage<br />Press releases<br />Business cards<br />Email signatures<br />
  85. 85. Key #6: Convert It<br />
  86. 86. How Does HubSpot Convert Visitors?<br />65<br />
  87. 87. Quality Content Behind Forms<br />66<br />
  88. 88. TEST! TEST! TEST! <br />67<br />
  89. 89. Agenda<br />About HubSpot & Inbound Marketing<br />Why Blog?<br />Six Keys to a Successful Blog<br />Pick Your Target Keywords<br />Create a Mix of Posts<br />Write Great Posts<br />Sustain It<br />Spread It<br />Convert It<br />How to measure your blog<br />
  90. 90. Metric #1: Subscriptions<br />A measure of you blog’s total reach<br />A “sticky” number<br />
  91. 91. Metric #2: Pageviews<br />Great for media sites selling display advertising<br />Potential problems for your business:<br />Doesn’t measure RSS<br />Weak measure of engagement<br />What’s the business value of a “view”?<br />
  92. 92. Metric #3: Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to market<br />
  93. 93. Metric #4: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside conversations<br />
  94. 94. Conversion Is King<br />Website Visitors<br />Leads<br />Customers<br />
  95. 95. Compare Blog Conversions to Other Channels<br />
  96. 96. Final Thoughts …<br />75<br />
  97. 97. A Blog Gives You Leverage<br />76<br />
  98. 98. Who Knows How to Put All the Pieces Together?<br />77<br />d.j.k. on flickr<br />
  99. 99. HubSpot Puts the Pieces Together<br />78<br />
  100. 100. Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/free-trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />

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