1. If you build it, they will come...not quite.
Keys to successful corporate blogging
Ethan Yarbrough
Allyis

2. Ethan Yarbrough
President
Allyis, Inc
twitter: @ethany
blog: http://blog.allyis.com
Email: ethany@allyis.com
What We Do
•Collaboration
•Knowledge Management
•Business Process
•Business Insights
twitter: @allyis
www.allyis.com

3. To Blog or Not to Blog
That is the question?
Why blog?
How did I get started?
Struggles and pitfalls?
Is it worth it?
….those are also the questions.

4. Once Upon a Time…
$15,000

5. Once Upon a Time…Part 2

6. Still Upon a Time
3 minute interview:
$11,956
$3,985.33 per minute

7. Get Framed

8. What is the ROI?
My ROI may not be your ROI
• Know what you’re trying to achieve
• Know the right measurement for your
kind of business
- Measure difference in awareness
- Measure engagement
- Measure savings

9. 5 Steps of the Buying Process
Step One - Need/Want Recognition
Deciding there is, in fact, a need or a want to be filled.
Step Two - Information Search
Trying to determine what's available.
Step Three - Evaluation
Eliminating products/services/companies and deciding who's best.
Step Four - Purchase
Actually buying your product/service.
Step Five – Post Sales Support
Now that you own it, do you need help using it, troubleshooting
problems, etc.

10. Let’s Talk About SEO
This is where you get your ROI:
Successful SEO comes from successful
• Content Creation Strategy
• Link Building Strategy
Not either/or, but in combination.

12. Content Creation:
You have no captives…
Content:
How long? How often? What?
You have to deliver value.
Give if you want to get.
They’ll stay if there’s
something in it for them.
Comments:
• Make comments on other
blogs
• Acknowledge every
comment on your blog

13. Content Creation:
Be somebody
The Professor The Air Traffic Controller
The Wonderer The Reporter

14. Link Building
“Inbound links are 75% of the SEO equation”
– HubSpot
• Every inbound link is a vote of confidence –
and the search engines notice
• Use keywords intelligently and liberally
• Internal links count (and don’t forget to link
to yourself)
• Create content that is WORTH SHARING –
people have to want to link to you

15. Remember:
Most people won’t be superstars.
• KNOW YOUR PURPOSE
• BE HELPFUL
• PAY ATTENTION AND CHANGE
DIRECTION
• YOU OWN IT!
A small engaged audience is better
than a huge disengaged audience.

16. If You Build It, They Will Come?
In “Field of Dreams” those people had a need to
come, they came because the field fulfilled something
for them.
What are you fulfilling?

17. Thank You
Now what else you wanna know?
Where you can find me:
• Blog: http://blog.allyis.com
• Twitter: @ethany