Blogging is the cornerstone of content marketing. This presentation is packed with advice for planning, writing and optimizing your business blog to reach and engage a larger audience.

1. BLOG
Howtowritea
BUSINESS

2. 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

3. • RAISE AWARENESS
• INCREASE WEB TRAFFIC
• START CONVERSATIONS
• ESTABLISH TRUST
• DEVELOP AUTHORITY
BENEFITS OF A BUSINESS BLOG

4. 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

5. 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

6. 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

7. AFS BLOGGING - 2014
OBJECTIVES
DETERMINE YOUR BLOG’S BUSINESS OBJECTIVES
BUILD THE BRAND
EXPAND REACH
SUPPORT SALES
POSITION SENIOR EXECUTIVES

8. 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

9. 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.

10. 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

11. 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?

12. AFS BLOGGING - 2014
Ditch
the pitch.
The idea is to teach, not preach.
Start a conversation.

13. 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

14. 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

15. AFS BLOGGING - 2014 15
Headlines.
Essentials.
Write a headline to
• grab attention
• arouse curiosity
• and promise a benefit

16. 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

17. 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

18. 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. 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. 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

21. 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

22. AFS BLOGGING - 2014 22
Writing.
Tips.
Read your writing aloud
Vary sentence length
Bam
One word and staccato sentences
Shorter paragraphs
GET SOME RHYTHM3

23. 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

24. 24
WRITEASTRONG
FIRST SENTENCE
The job of each sentence is to
move the reader to the next one.
Strong opening.
Strong close.
2
Make it short.
Make it fun.

25. 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. 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. 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/

28. 28
Long-tail keywords
Google AdWords
Reasonable search volume
Low competition
KEYWORD
RESEARCH
1
Optimize
for search.

29. 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. 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

31. 31
PERMALINKAND TITLE WORDPRESS SEO byYOAST
PREVIEW (TITLE & DESCRIPTION)

32. IMAGESALTTEXT
32

33. 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

34. 34
SCORE?
Does your blog

35. 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
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RESOURCES

36. http://www.slideshare.net/barryjfeldman/nail-content-writing-inspire-readers-to-respond http://feldmancreative.com/2013/09/benefits-of-blogging/ http://feldmancreative.com/2014/03/sharpen-storytelling-skills-seize-attention-content/
http://www.slideshare.net/barryjfeldman/writing-headlines-infographic http://www.slideshare.net/barryjfeldman/99-content-marketing-magnets http://feldmancreative.com/2014/01/most-effective-content-marketing-tip/
RESOURCES

37. Thank you.
Let’s talk about business blogging.
Contact us.
www.feldmancreative.com