This document provides an overview of blogging for business purposes. It discusses blogging platforms like WordPress, Blogger, and Tumblr. It also covers topics like developing a content strategy, creating different types of content like tutorials and case studies, building authority through blogging, using analytics and setting goals. The key takeaway is that blogging can help businesses by increasing traffic, leads and sales when done strategically to provide value to the intended audience.
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How to Start a Successful Business Blog
1. Welcome to
Blogging For
Business
with Tara
Coomans
@taracoomans
Chief
Brainstormer,
Akamai
Marketing
Social Media
Club Hawaii
(SMCHI) #Blog4BizHi
why
what
how
where
!
2.
3. Blogging Dictionary
Hosted: Generally free. Doesnât require you to
have your own domain or pay for hosting. Semi-
customized domain.
Self-Hosted: You own the domain, pay for
hosting. Completely customized domain. Fees
vary.
CMS: Content Management System. Can be used
for more than just blogging. Full control of content
without knowing complex HTML.
RSS: Really Simple Syndication-subscription via
RSS readers.
6. ⢠Most blogs require little or no programming
knowledge
⢠Themes are readily available, many for free
⢠Posting is generally possible through email, text
or web-based interface
Blogging is
technically
7. WHY?
Blogging
Myths
Itâs easy to get
rich blogging
There are too
many blogs
already
We have nothing
to say
If we donât have
millions of readers,
its a waste of time
8. Blogging Stats To Remember
55% of Small Businesses Have A Blog
34%of Fortune 500 Companies Have a Blog
Blogs are the 3rdMost Popular Online Source
86% of InďŹuencers Have a Blog
9. The Legal Landscape
⢠FCC on Sponsored
Blogs
⢠Where Are Images
Born? (Hint: Not
Google).
12. Small Companies
Stand to BeneďŹt the
Most
48%
more web
traďŹc
data: Hubspot Marketing Benchmarking Report 2012
2.5X
more leads
5X
more traďŹc
Companies who blog have more webpages
29. Sales, Anyone?
âI used to see my company as a pool company. Toda
I see my company as a content marketing company
[We] provide more valuable, helpful, remarkable
content to than anyone else in my ďŹeld.â
Inbound Marketing
Your blog is a 24/7 lead system. Seriously.
Think like your readers.
Itâs OK to mix up content
Free downloads =
email list.
How are you helping?
Nuture the Relationship Email. Social.
32. Companies that increase
blogging from 3-5X per
month to
6-8X per month
almost double their leads
data: Hubspot Marketing Benchmarking Report 2012
33. Increase
Digital
Footprint
& SEO
Link to own posts
Use Keywords
in Titles & Blog
Fresh Content
Participate in
other Blogs
Use Photos, Videos &
Name with Keywords
Social Media
34. Humanize
the Brand
Give writers
handle, voice,
personality
Let the critics talk,
be patient with
negative feedback
Minimize the
âcorporate speakâ
Set expectations
Business As People?
!
People Trust People.
!
People Trust Businesses
âA Great Dealâ 17% of the
Time*
!
35. Humanize
the Brand
Give writers
handle, voice,
personality
Let the critics talk,
be patient with
negative feedback
Minimize the
âcorporate speakâ
Set expectations
36. Humanize
the Brand
Give writers
handle, voice,
personality
Let the critics talk,
be patient with
negative feedback
Minimize the
âcorporate speakâ
Set expectations
37. Takeaway
⢠Decide your âWHYâ First
⢠Consider Audience Wants & Needs
⢠Provide Value
⢠Speak to âpeopleâ
#Blog4BizHi
68. Takeaway
⢠Choose platform based on needs,
audience, topic
⢠Think carefully about depending on free
platforms
⢠Consider costs and beneďŹts to hosted/
self hosted blogs
⢠Consider content type #Blog4BizHi
72. Content Ideas
⢠âHow Toâsâ
⢠Trends, Issues,
Events
⢠Company
News
⢠Entertainment
⢠Case Studies
⢠Solve a Problem
⢠Make a
Prediction
⢠Give Opinion
⢠Be a
Cheerleader
⢠Reviews
73. Story Telling
LustAnticipation of pleasure
Mystique Unanswered Questions
Alarm Threat of Immediate
Consequence
Prestige Symbols of Rank &
Respect
Power Command Over Others
Vice Rebellion Against Rules
Trust Certainty & Reliability
7 Triggers of Fascination by Sally Hogshead
79. Why Content Matters
1,000% trafďŹc growth (50,000 unique visits) !
80% from organic search !
almost no comments !
calls to action
80. Goal Setting for Content
!
⢠Generating 100 new mentions of our product
online
⢠Receiving more than 1000 views of our video on
cross platforms
⢠Number of shares in social media
⢠Getting 100 subscribers to our RSS feed
81. ⢠Be strategic in content development
⢠Plan, plan, plan
⢠Keyword inclusion (2-4%)
⢠Source content appropriate to
audience
⢠Tell a story. Be fascinating.
Takeaway
#Blog4BizHi
82. Build it. Share it.
⢠Social Media
⢠Link Shorteners
⢠RSS Feeds
⢠Incorporate into Email Marketing
⢠Social Book Marking
83. Social Media
Resist the urge to over
self promote
Provide value
Support others
Donât over
automate
Choose platforms that
suit your topic
Engage. Not promote.
85. Visit &
Comment
on other
blogs
Respond to
your
comments
Conversation
may not always
happen on your
blog
Blogging is Not A Spectator
Sport
Find your
voice
86. Want More?
For Further Reading:
⢠Content Rules by â¨
CC Chapman & Ann
Handley
⢠ProBlogger.com
⢠Akamai-Marketing.com
Blogs
WordPress.org
⢠WordPress.com
⢠Blogger.com/
⢠Tumblr.com/
#Blog4BizHI