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OF MARKETERS PLAN TO INCREASE
THEIR USE OF BLOGGING68% Blogging is the top area marketers invested in in 2014. More than half of marketers (58%) selected original written content as their most important content, followed by original visual assets (19%) and then original videos (12%). http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
4 • An easy way
to update your site regularly • Owned media — feature your company branding • Ideal for developing a company voice • Real-time • The best way to support a variety of media types • Easily distributed via multiple channels • A destination for prospects and customers • Easy to measure and reﬁne BLOG FEATURES
BAD FOR BLOGGING • Lacking
the time, talent or commitment • Not willing to be open with information/complex approval processes • Unwilling to experiment IS BLOGGING A FIT FOR YOUR COMPANY? GOOD FOR BLOGGING • Eager to build community around relevant topics • Integral to your social media strategy • Aiming to improve search rankings
AFS BLOGGING - 2014 USEFUL
& INSPIRATIONAL Your blog should be so useful, and inspirational that your readers want to hear from you again and again. Your articles should be so helpful that your readers want to share them with their colleagues and friends. That’s how you raise your company’s online proﬁle. ~ Henneke Duistermaat
AFS BLOGGING - 2014 •
Articulate your approach to the content and industry. • Clearly deﬁne who the content is for. • State how the content will satisfy the needs of the readership. CONTENT MISSION Example: American Express OPEN Forum: Help entrepreneurs share ideas, get and give advice, and discuss experiences leading to small business success. STATEMENT
AFS BLOGGING - 2014 TOPICS
& FEATURES Create a list of topics and regular features Key content categories to be included regularly—describe the focus. Ensure your content aligns with business goals and readers’ needs.
AFS BLOGGING - 2014 You
need to deﬁne a voice and strive for consistency. • Have a personality • Tell a story • Be contextually relevant • Sound like a real person • Have a point of view • Avoid corporate-speak VOICE
AFS BLOGGING - 2014 11AFS
BLOGGING - 2014 ANAUDIENCE OF ONEImagine having a conversion... with one ideal reader. What does she think? How does he feel? What questions will they have?
AFS BLOGGING - 2014 IDEAS
FOR GENERATING IDEAS What are you ideal readers’ business or personal objectives? What prevents readers from achieving their goals? What questions do readers have about your industry, products and services? What decisions does a reader have to make? 1
AFS BLOGGING - 2014 IDEAS
FOR GENERATING IDEAS What mistakes are readers making? How can you help readers turn weaknesses into strengths? What tips would make life easier? What are inﬂuencers creating content about? What’s trending? 2
AFS BLOGGING - 2014 15
Headlines. Essentials. Write a headline to • grab attention • arouse curiosity • and promise a beneﬁt
16 Headlines. Cheat sheet. Helpful
Emotion Ask Do’s and don’ts List Inspire Nightmare Empathy Success http://feldmancreative.com/2013/12/headlines-9-letter-cheat-sheet-writing-winner-every-time/ A Nine-Letter Cheat Sheet for Writing a Winner Every Time
Headlines.. Templates. HOW TO [ACHIEVE
SOMETHING]. ## WAYS TO [ACHIEVE SOMETHING]. SIGNS YOUR [YOUR SOMETHING] IS BAD. MISTAKES THAT [CAUSE A NEGATIVE RESULT]. THE SECRET FOR GETTING [RESULT]. THE TRUTH ABOUT [SOMETHING]. IMPROVE [SOMETHING] IN A [SPECIFIC TIME PERIOD]. THE MOST EFFECTIVE WAY TO [ACHIEVE A SPECIFIC RESULT]. DO YOU SUFFER FROM [PROBLEM] WHEN [SPECIFIC SITUATION]? THIS, THAT, AND THE POINT OF THE STORY. HOW TO [ACHIEVE SOMETHING]. 17
Headlines. Examples. HOW TO [ACHIEVE
SOMETHING]. THE TRUTH ABOUT [SOMETHING]. ## WAYS TO [ACHIEVE SOMETHING]. SIGNS YOUR [YOUR SOMETHING IS BAD]. # MISTAKES THAT [CAUSE A NEGATIVE RESULT]. THE SECRET FOR GETTING [RESULT]. IMPROVE [SOMETHING] IN A [SPECIFIC TIME PERIOD]. [ACHIEVE RESULT] WITH THE MOST EFFECTIVE WAY [TO DO SOMETHING] . DO YOU SUFFER FROM [PROBLEM] WHEN [SPECIFIC SITUATION]? How to Become a Successful Blogger in 180 minutes. 10 Ways to Write a Headline that Captures Your Readers. Obvious Signs Your Website Fails to Attract and Convert Prospects. The Truth About Online Marketing (Your Agency Won’t Tell You). 7 Common Blogging Mistakes that Repel Readers. The Secret to Building Authority Through Your Blog. Are You Sweating Bullets When Your Article Is Due? Go From Clueless to Killer With Your Blogging in 5 Days. Double Your Social Shares With the Most Effective Headline Templates . THIS, THAT, AND THE POINT OF THE STORY. Daydreams, Smelling Salts, and the Blog Posts that Inspire Readers. THE TRUTH ABOUT [SOMETHING]. HOW TO [ACHIEVE SOMETHING]. http://boostblogtraﬃc.com/headline-hacks/ MORE 18
19 Headlines. Tips. Use a
template Start with “how to _______” Use them loosely, experiment Write 10 or more Swap words in and out Create a swipe ﬁle Try colons Try parenthetical statements Practice Incubate Get opinions Would I read that? Check the emotional value http://www.aminstitute.com/
20 Talk to, not at,
your reader “You” and “I” Ask questions Use contractions 86 the jargon Anecdotes I “feel” you Honest Self-deprecation WRITE CONVERSATIONALLY Writing. Tips. 1
AFS BLOGGING - 2014 21
Replace predictable with precise words Activate with verbs Use adjectives sparingly Choose sensory words Delete dead weight: actually, really, etc. Nix bland or soft words: nice, bad TURN ON THEWORD POWER Writing. Tips. 2
AFS BLOGGING - 2014 22
Writing. Tips. Read your writing aloud Vary sentence length Bam One word and staccato sentences Shorter paragraphs GET SOME RHYTHM3
AFS BLOGGING - 2014 23
WRITEASTRONG INTRODUCTION Empathize with the reader “You’re in the right place” Introduce the gap: now and soon Foreshadow the journey Or tell a story Transfer some conﬁdence Deliver an irresistible “why” A common practice is to write the opening paragraph last. Strong opening. Strong close. 1
25 WRITEASTRONG CONCLUSION Strong opening.
Strong close. 3 The objective is to inspire action. Overcome objections Make the request small Aim for some zing 1/2/3 Alliteration Repetition Clear direction Call to action: do business And you often invite the reader to respond.
26 Editing. Tips. Working title
Reader’s challenge Outline main body First draft Incubation period Reread Write opening Revisit headline Read aloud YOUR PROCESS 1
27 Editing. Tips. Cut “that”
out (and “there” and “this”) Nix “ing” Reduce redundancies Remove jargon, increase clarity Purge the passive voice Kill nothing phrases Break up long sentences Cut self-indulgence Avoid the “today” stamp (these days, currently) Add quotes and links Add questions Upgrade verbs Strengthen point of view Use examples (and images) Mix it up REFINING THE FIRST DRAFT 2 http://feldmancreative.com/2014/06/copy-editing-tips-improve-your-writing/
AFS BLOGGING - 2014 29AFS
BLOGGING - 2014 Permalink Title Body copy includes keywords Derivatives of keywords Image alt tags Snippet/meta description (for search engine listings) ON-PAGE SEO ESSENTIALS 2 Optimize for search.
30 SEARCH TIPS 3 Optimize
for search. Lengthier posts tend to rank higher Internal links Install (and use) Google Analytics Find places on your site to link to posts Cite other sources Share across social networks often https://yoast.com/articles/wordpress-seo/ WORDPRESS SEO GUIDE
33 Article Concept Author: [author
name] Target SEO Keyphrase: as of [date] (check Keyword Planner and Trends) • “[keyphrase]” [x] searches / month • “[secondary keyphrase]” [x] searches / month Title: [title, start with keyphrase, 66 max characters] Meta Description: [single sentence summary with keyphrase, 155 max characters] PermaLink / Shortcut URL: [use the keyphrase, keep it short] • Headline <h1> Includes the target keyphrase and 3 of these 4 attributes... ◦ Be USEFUL to the reader ◦ Provide him with a sense of URGENCY, ◦ Convey the idea that the main beneﬁt is somehow UNIQUE ◦ Do the above in an ULTRA-SPECIFIC way • Formatting short paragraphs, headers, subheads, bullets and bolding • Image at least one, should be interesting on its own, creative commons • Keyphrase usage four to six times in the body of the article • Length 1500+ words for search optimized posts • Mention quote or refer to someone with a social following • Link from the post to a web page • Call to action for comments • Author box short bio, links to Twitter, Google+, etc. ◦ Bio page: <a href="BIO PAGE ADDRESS”> ◦ Twitter: <a href=”http://www.twitter.com/TWITTER ACCOUNT”> ◦ Google+: <a rel="author" href=”https://plus.google.com/GOOGLE_ID? rel=author”> https://docs.google.com/document/d/1C63_MyNOscjBJHXKeZEYj7qU8qYdDJBDPG8ZcPi6QcU/edit Blog post. Template. Courtesy of Orbit Media Studios ByAndy Crestodina
THE ULTIMATE GUIDE TO BLOGGING
introduction to business blogging www.Hubspot.com 1 Share This Ebook! Business Blogging An Introduction to A publication of How to use business blogging for marketing success How to Start a Blogging Program in Your Company The Ultimate Guide to Corporate Blogging PAID FREE RESOURCES