Inbound Marketing - 6 raisonsdinvestir dans vos propres Blogs!Vous désirez sans doute profiter de leffet de levier de lInb...
démarche dInbound Marketing:    1. Les Blogs, cest quelque chose de personnel [et non "corporate"]. Cest donc        à cha...
2012.06.17 - Owned Blogs - Club Cloud des Partenaires - Loic SimonView more PowerPoint from Club Cloud des PartenairesAlor...
●   Vous vous adressez à votre coeur de cible et l’amenez vers vous : l’occasion de       conserver la trace de vos visite...
contenu au relais utilisé.Vous aimeriez lancer votre blog mais vous n’avez clairement pas de temps à yconsacrer ? Vous ave...
2. The presentation was uploaded to slideshare...Rather than file it away for the next lecture, we added his presentation ...
truly valuable. Plus, it usually must be done on a                                      shoestring budget, yesterday.     ...
your blog content into presentations, brochures, videos, and whitepapers, but you can alsouse it pretty much as is through...
So what does this mean for marketers today?If blogging is not yet a key factor in your marketing strategy, it may be time ...
them.7. Offer a list of benefits for doing something.8. Share a list of some things to avoid.9. Relate your how-to content...
35. De-bunk common myths.Make it About Your Community36. Interview your favorite customer.36. Post a Flickr slideshow of p...
to be complicated! There are a few components you should include, though. First, you oughtto have social follow and sharin...
either the depths of their subconscious, or possibly high school English class. Make sureyou and anyone else who is worrie...
Finally, consider that one of the most common ways people find information is throughorganic search. Your blog posts shoul...
reading up on search engine optimization,                                                and have started applying the bes...
This sounds like a huge time investment. Who isgoing to write it all?To determine how much time youll need to dedicate to ...
Cloud Channel Marketing - Mes 6 plus6 prédictions pour 2012 - Loic Simon,Club Cloud des PartenairesEnvoyer par e-mailBlogT...
Mais 2012 sera lannée propice pour...  1. Exploiter vraiment les Medias Sociaux et autres outils du Marketing 2.0 [cf imag...
Et vous, quelles sont vos prédictions pour 2012 ?            Loic Simon            Business Development - Partenaires Clou...
Prochain SlideShare
Chargement dans…5
×

Owned Blogs and Social Media - B2B - Curation and PoV - Loic Simon - Club Cloud des Partenaires

1 640 vues

Publié le

0 commentaire
0 j’aime
Statistiques
Remarques
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Aucun téléchargement
Vues
Nombre de vues
1 640
Sur SlideShare
0
Issues des intégrations
0
Intégrations
96
Actions
Partages
0
Téléchargements
5
Commentaires
0
J’aime
0
Intégrations 0
Aucune incorporation

Aucune remarque pour cette diapositive

Owned Blogs and Social Media - B2B - Curation and PoV - Loic Simon - Club Cloud des Partenaires

  1. 1. Inbound Marketing - 6 raisonsdinvestir dans vos propres Blogs!Vous désirez sans doute profiter de leffet de levier de lInbound Marketing [Marketingdattraction], du Content Marketing, du Social Media Marketing, du Paid Owned Earned[POE] ou de toute autre forme de Marketing 2.0.Voici mon point de vue sur lexploitation de Blogs en propre par les équipes ventes/marketing/bizdev/techniques des différentes entités de votre entreprise, et ce notamment enenvironnement B2B.Pour commencer:6 [mauvaises] raisons pour écarter les [owned] Blogs dune
  2. 2. démarche dInbound Marketing: 1. Les Blogs, cest quelque chose de personnel [et non "corporate"]. Cest donc à chaque collaborateur de décider de bloguer, mais pas à nous, Marketing/ Communication... 2. Les Blogs, ça prend du temps. Nos équipes Marketing se réduisent. Nous navons donc pas le temps dexploiter des Blogs. 3. Nous avons beaucoup de mal à mobiliser des Experts pour écrire des articles. Le contenu des Blogs serait donc trop pauvre. 4. Nous préférons nous concentrer sur la création de contenus marketing et publicitaires que nous postons sur nos sites corporate et dont nous faisons la promotion au travers de Twitter, Facebook, LinnkedIn afin dobtenir des RT et autres relais de type "Earned". 5. Les blogueurs externes ont bien plus dabonnés et de crédibilité que nos propres Blogs. Il suffit quils relaient nos contenus ou écrivent des articles sur nous et nous aurons plein de trafic sur nos Landing Pages corporate. 6. Les Blogs, cest du passé. Twitter and Facebook sont bien plus à la mode!Je pourrais réfuter ces arguments qui sont clairement le fruit dune méconnaissance desmécanismes de lInbound Marketing [domaine en fait peu connu par nos équipes Marketingtraditionnelles!], mais voici plutôt:6 bonnes raisons de mettre vos propres Blogs au coeur de votrestratégie Paid Owned Earned: 1. Les Blogs générent des Contenus variés, ce qui est au coeur dune démarche POE 2. Les Contenus créent des opportunités de partage au travers des autres médias POE, dont Twitter, LinkedIn, Viadeo... et de relais par les autres blogueurs influents [Earned]. 3. Les Contenus partagés créent de la visibilité [de manière naturelle, organique, dans les moteurs de recherche] et de la crédibilité [les blogueurs créent la perception de "thought leadership"], 4. Les Contenus visibles et crédibles permettent aux prospects de vous contacter [inbound marketing], mais aussi, avant, de nourrir leur réflexion [meilleur nurturing] et de réduire leur cycles dachat et de vente. 5. Blogs et Evènements sont complémentaires et se renforcent mutuellement. En effet, les évènements créent du contenu [eg desccriptifs dateliers et présentations postées dans Slideshare et intégrées dans des Blogs], et les Blogs créent du trafic pour les évènements. Bénéfice complémentaire, un Blog exploité conjointement avec Slideshare permet de mettre très rapidement des présentations à disposition des participants à une manifestation. 6. Les Experts sont nombreux et beaucoup dentre-eux disposent de contenus variés, au delà des seuls points de vue originaux: Présentations existantes ou créées pour un évènement [à poster bien sûr sur Slideshare], relais darticles issus de leur veille/ curation, annonces de réunions et autres évènements liés à leur domaine...Je peux témoigner de lintérêt des Blogs propres en environnementB2B:Ma propre expérience danimateur du Club Alliances [éditeurs SaaS] et du Club Clouddes Partenaires [fournisseurs et partenaires Cloud] ma montré la puissance de lintégrationde Blogs au coeur de ce que Marketor et moi avons appelé depuis plusieurs annéesmaintenant une "Infrastructure Marketing 2.0".
  3. 3. 2012.06.17 - Owned Blogs - Club Cloud des Partenaires - Loic SimonView more PowerPoint from Club Cloud des PartenairesAlors, prêts à démarrer et à nourrir votre/vos propre(s) blog(s)? Loic Simon Cloud Channel Development Executive - IBM www.clubcloud.blogspot.com loic_simon@fr.ibm.com +33 6 76 75 40 71Content marketing : 5 bonnes raisonsde lancer votre blogLe blog d’entreprise, un gadget ? Et pourtant, c’est grâce à ce moyen peu coûteux, au cœurde toute bonne stratégie d’inbound et de content marketing, que vous pourrez durablementvous démarquer de vos concurrents en créant une relation privilégiée avec vos cibles. Cinqbonnes raisons de vous laisser tenter.Raison n° 1 : pour attirer de nouveaux clients, ciblés et qualifiés ● Le Web vous offre un espace d’expression illimité, profitez-en : vous avez tout le loisir de communiquer sur vos services, vos valeurs ou votre activité. Une publication riche et régulière d’articles booste le développement de votre présence en ligne, en adéquation avec votre identité et votre image de marque. ● Optimisé pour le Web, ce contenu vous permet de renforcer vos mots clés, et ainsi d’apparaître plus facilement en première page des résultats de recherche sur Google. L’objectif : être trouvé par vos cibles et générer du trafic !
  4. 4. ● Vous vous adressez à votre coeur de cible et l’amenez vers vous : l’occasion de conserver la trace de vos visiteurs et de mettre en place un nurturing, en leur fournissant régulièrement le contenu qui leur permettra d’avancer dans leur réflexion et de revenir vers vous au moment opportun.Raison n° 2 : pour communiquer directement avec votre public ● Le schéma de vente traditionnel a bien changé : aujourd’hui, l’internaute se met lui- même en quête des informations dont il a besoin avant de procéder à un achat. Sur le segment du BtoB, près de 93% des acheteurs vont chercher une réponse à leur(s) question(s) sur Internet, via un moteur de recherche ou auprès de leur communauté. A vous d’être là pour leur répondre ! ● Abolissez les barrières : qu’elle soit en phase de sensibilisation, d’investigation ou de validation d’une solution, vous avez tout à gagner à communiquer en direct avec votre cible. Vous établissez un lien en direct avec vos prospects et vous montrez proactifs dans la résolution de leurs problématiques.Raison n° 3 : pour affirmer votre expertise ● Un blog reflète vos idées et votre façon d’appréhender votre domaine d’expertise et votre marché. Même si vous n’êtes pas le seul à posséder ces compétences, vous défendez votre manière de conduire votre business. ● Actualité de votre profession, analyse de tendances métier, partage de contenus pertinents, retours d’expérience… Votre activité vous offre une matière solide pour alimenter vos publications, et démontrer au passage l’étendue de votre expertise. ● Vous savez de quoi vous parlez, et vous le faites bien ? En partageant vos connaissances, vous sensibilisez votre public à votre problématique. L’occasion de booster votre crédibilité et d’inciter vos interlocuteurs à vous suivre.Raison n° 4 : pour favoriser l’engagement de vos cibles ● Wikipédia a raison : « Le blog d’entreprise permet une communication moins officielle, plus réactive et une interactivité en temps réel ». ● Grâce aux commentaires postés sur votre blog, aux réponses aux questions que vous posez à vos lecteurs (live chat, formulaires de contact, etc.) et aux statistiques de consultation (pages les plus vues, mots clés les plus recherchés, contenus les plus partagés), vous affinez votre connaissance de vos prospects et de vos clients. Vous êtes chaque jour davantage en mesure de leur proposer des solutions en parfaite adéquation avec leurs attentes. ● Ecoutés, ces derniers se sentent plus proches de vous. Dans une relation de confiance, ils ont envie de s’engager à vos côtés. Votre communauté grandit ; vous vous démarquez par rapport à la concurrence.Raison n° 5 : pour développer vos ventes, vos marges et votrebusiness ● Vous avez bonne réputation en ligne ? Grâce à l’ensemble des raisons que nous venons de citer, nul doute que l’impact principal se situera sur votre génération de leads et votre capacité à convertir un public séduit en prospects, puis des prospects engagés en clients.Vous l’avez compris, le contenu reste votre meilleur outil de création de trafic etde fidélisation : selon une étude Forrester Research, il arrive en première position dessolutions pour faire revenir un internaute sur un site. Une stratégie de communicationefficace doit cependant être intégrée : il est nécessaire de faire vivre son blog en relayantles messages sur les canaux pertinents, en prenant garde à adapter son message et son
  5. 5. contenu au relais utilisé.Vous aimeriez lancer votre blog mais vous n’avez clairement pas de temps à yconsacrer ? Vous avez besoin de savoir-faire, de compétences et de stratégiesadaptées ? Découvrez nos offres et contactez-nous, nous avons la réponse à votrebesoin. A bientôt !Posté par Faustine AmoréExperte en stratégie de contenuDepuis 2012, Faustine collabore avec 1min30 pour aider les entreprises à établir leurnotoriété et leur expertise autour de la création et la diffusion de contenus personnalisés,notamment digitaux, via une approche et une méthodologie adaptés à l’univers du Web.Entrepreneure spécialisée dans la conception et lexécution de stratégies éditoriales,Faustine est par ailleurs auteur et scénariste. Elle passe sa vie à écrire, donc.Extending the life of your contentBy Claire Atwell Posted Mar 29, 2012 Filed in: Inbound Marketing, Search EngineOptimization, Blogging, Internet Marketing, Clients One of the most important factors of Search Engine Optimization is regularly posting good content on your website. But a list of your favorite TV shows or what you ate for breakfast isn’t exactly ideal. In a perfect world, you should be consistently creating compelling content that is relevant to your target audience and optimized for keywords you’d like to rank highly for. But realistically, coming up with something brand-new to post to your blog every week can be a huge time burden, especially when your primary concern is to serve your customers. So, why not extend the life of content you already have? These can be articles you’ve written for other publications, marketing materials yourcompany uses or presentations from talks or seminars.Here’s a recent example of some content repurposing we did for one of our clients we helpwith SEO, the Raleigh business and intellectual property law firm Whitmeyer Tuffin, PLLC.,which produced some very successful results.1. It started with a lecture.Randy Whitmeyer often lectures to classes at local universities on intellectual propertylaw. Such was the case a few weeks ago, when Randy spoke to Dr. Ted Baker’sentrepreneurship students at N.C. State. Naturally, he put together a powerpointpresentation to accompany his talk covering intellectual property basics for entrepreneurs.
  6. 6. 2. The presentation was uploaded to slideshare...Rather than file it away for the next lecture, we added his presentation to the WhitmeyerTuffin slideshare account so the information could be viewed and shared easily. The firmuses slideshare fairly frequently to publish presentations, which are then added to theirwebsite. Not only do these slides inform current and potential clients, it also establishes theWhitmeyer Tuffin attorneys as thought leaders in their industry.3. And repurposed into a blog post..Extracting and tweaking the information from this particular presentation would createmore SEO value for their website than just embedding the slideshare. So, we used thebiggest takeaway points to write an optimized blog post, the Top 10 Intellectual PropertyMistakes Made by Emerging Companies. Because Randy had already put thought in to thepresentation, it wasnt difficult or time-consuming to recycle the information from the slidesfor the website.4. Which was submitted to directories and shared on Twitter.To get the most out of any content you post, it should be promoted across the web to drivetraffic back to the site and (hopefully) generate a few external links. This is usually prettysuccessful for an interesting, informative post such as this one, particularly when shared inthe right places. The blog post became the subject of a Whitmeyer Tuffin tweet, and wassubmitted to several directories geared toward entrepreneurs.5. The result?The post was viewed hundreds of times in the first five days after being shared, and isnow the second-most viewed page on the site (after the homepage.) The post’s link on theStartups subreddit drove 136 new visits alone. Overall, traffic to the Whitmeyer Tuffin sitehas more than doubled since last month, primarily due to directory referrals. The post is alsoranking on the first page of Google for intellectual property mistakes.This is just one example of how content thats already been created can be recycledinto a successful website post. Where are some other places you look for site content torepurpose?B2B Startup Marketing | Blog Your Wayto LeadsBy Joel York on February 29, 2012 B2B startup marketing is tough. It used to be that you could polish off a high level message and a slide deck and let the salesperson handle it from there. Today, online marketing is the primary driver of revenue at the typical B2B startup. The new breed of B2B buyer expects your online content to be engaging, valuable and deep, and is unlikely to engage your salesperson if you don’t deliver. However, B2B content can be excruciatingly difficult to produce. It’s technical, complex, dry and requires deep subject matter expertise to be
  7. 7. truly valuable. Plus, it usually must be done on a shoestring budget, yesterday. The B2B Startup Marketing Blog Imperative Every B2B startup marketing professional knows that they need a blog, but not everyone recognizes it’s central importance in getting the B2B startup marketing effort off the ground. After all, its just a corporate blog,and who reads corporate blogs right? Wrong! Perhaps it’s the terminology that is getting inthe way. Your corporate blog should a) not be corporate and b) not be a blog, as in a Weblog of what’s going on at your company. What it should be is a publishing platform forcreating engaging, valuable and deep content for the new breed of B2B buyer by followingthe Top Ten Be’s of the Best B2B Blogs. But, that’s just the beginning. A successful blogshould provide enormous leverage to your B2B startup marketing effort and enable you togenerate leads faster, cheaper and more effectively.The Shortest Path to Deep ContentCreativity is a process, not a plan. Turning technical, complex, dry B2B marketing contentinto something interesting, engaging and compelling doesn’t just happen because you seta date to complete a new video or whitepaper. You need time to think it over. Free yourcreative juices. Then, hone your ideas into something really cool. In the meantime, you canblog.Your B2B startup marketing blog should be a crucible of creativity. You can try out yourideas piecemeal, one post at a time, until they converge into that fantastic whitepaper,webinar or video series. Regular readers of Chaotic Flow (thank you!) will recognize thatthis is an integral aspect of how I develop this blog.The Top Ten Do’s and Don’ts of SaaSSuccess didn’t just spring into my mind all at once: one, two three…ten. They are a result ofideas I played out one post at a time. This is the case for all the whitepapers you see overon the right. Most often, I will outline a series of blog posts with the intent that if they turn outgood enough, I can quickly and easily reshape them into a whitepaper.Get Instant Results Through SEO and Social MediaOn the Web, the medium is quite literally the message. As you hone your great ideas onepost at a time on your B2B startup marketing blog, you immediately open online channelsfor demand generation. Instead of waiting three months for results as you write and rewritethat magnum opus whitepaper or produce that expensive viral video, you can be generatingleads today through SEO and social media with the half-baked ideas on your B2B startupmarketing blog. And leads, today not tomorrow, are uniformly the number one priority ofevery B2B startup marketing plan. You have to master some technical online marketingtricks to do this, but they are not difficult. Just start every blog post with a keyword in mind,and SEO as you write. Then, make sure to spread your posts through RSS, LinkedIn,Twitter, etc., building back links along the way. That’s about all there is to it. Really.Integrate Blog Content Into the Buying ExperienceDon’t let your blog hang off the side of your website. If you follow the two tips above toleverage your B2B startup marketing blog as a publishing platform, then you should havelot’s of great stuff you want your prospects and customers to read. You can re-purpose
  8. 8. your blog content into presentations, brochures, videos, and whitepapers, but you can alsouse it pretty much as is throughout your website, marketing campaigns and newsletters. Infact, the RSS feed from your B2B startup marketing blog can be used to accomplish thisautomatically as you publish new content.Capture Your ProspectsIf you treat your B2B startup marketing blog as a corporate blog, your prospects will probablyignore it, so you probably won’t be thinking about lead capture. However, if you follow theTop Ten Be’s of the Best B2B Blogs and you buy into the publishing platform recipe above,then your prospects will be flocking to your B2B startup marketing blog in droves. Youshould be thinking about lead capture. Be sure to encourage your readers to subscribe toyour RSS feed, follow you on Twitter, and wherever else you publish your blog content. Thatwill keep them coming back to read and engage, if not yet to buy. If you have a free trial,make sure your readers know it. And, there is no harm in mixing the occasional productannouncement or highlight into your otherwise unbiased, useful, engaging blog posts.You’ve worked hard to make your B2B startup marketing blog useful for your prospects;make sure you capture your leads.69% of Businesses Attribute Bloggingto Increased Leads [Data]Posted by Rebecca CorlissFri, Sep 23, 2011 @ 04:00 PMHubSpot customers are leaders in inbound marketing, but in 2011, which strategies weremost effective for converting visitors and leads?The 2011 HubSpot ROI Study, conducted by two MBA students from MIT and Babson,found that 69% of businesses surveyed attributed their lead generation success to blogging.The study also found that 75% of businesses believed SEO was a primary factor. Socialmedia came in third with 47%, just a hair shy of triple that of paid search.
  9. 9. So what does this mean for marketers today?If blogging is not yet a key factor in your marketing strategy, it may be time to clean outthe closet and evaluate how your other marketing channels are helping you reach yourmarketing goals -- or not. Whatever channel or strategy is performing the worst, commit toputting it aside for five months to give yourself some time to start a blog.Afraid you dont have the chops for blogging? Write down three questions that yourcustomers have asked you in the past month or so. Then answer one of those questionsaloud to a friend or colleague who doesnt know the topic well. After youve successfullyverbally communicated your answer to your friend, run to a computer and draft out youranswer in written form. If done right, blogging will also help you dramatically improveyour search engine optimization, which also proves to be a key lead generating factor forbusinesses. So get to it, and start blogging. You can do it!Did this data surprise you? Does the data reflect your own marketing results?Read more: http://blog.hubspot.com/blog/tabid/6307/bid/25785/69-of-Businesses-Attribute-Blogging-to-Increased-Leads-Data.aspx#ixzz1yysIHu3441 Fresh Blog Post Ideas For YourCompany BlogPosted by Janet AronicaMon, Sep 19, 2011 @ 03:15 PMThis is an excerpt from our new ebook – 100 Content Ideas for Community Managers. For tips like these for Twitter and Facebook, download the eBook here. Creating consistent and helpful blog content is a great way to build community and trust around your brand for your prospects. Its how you draw the right potential customers to your website. But cranking out daily content is challenging. How can you keep the blog post ideas flowing? How can you keep the content fresh and prevent yourself from re-hashing the same old thing. Here’s a brainstorm of some ideas to get you started, or just keep you going. Multi-media and Visuals 1. Do a screencast with Screenr of your product andshare it on your blog.2. Show a step-by-step guide on how to do something in a screencast, how-to video, orshow the steps in a series of photos.3. Create a music video for your company and post it on the blog.4. Share a cartoon or create an original one.How-to’s and Tips5. Write a how-to article. Give instructions with screenshots or photos on the steps someoneneeds to take to do something.6. Point out common mistakes in your industry and offer solutions on how to fix or avoid
  10. 10. them.7. Offer a list of benefits for doing something.8. Share a list of some things to avoid.9. Relate your how-to content to a current event or a celebrity. Example: “5 _____ Lessonsfrom Lady Gaga” or “What the Election Teaches Us About ____”Use Existing Content10. Take the contrarian position – Find someone else’s article that you agree or disagreewith. Introduce your blog post with what you specifically agree or disagree with it, andsupport your argument with a few concise points.11. Do a weekly or daily links-roundup of relevant news for your community.12. Find tips in other content, create a list of those tips and give links to those articles as thesources.13. Share an excerpt from an ebook or white paper with a call to action to download it for therest of the information.14. Share an excerpt from an upcoming webinar with a call to action to get the rest of thecontent in the webinar.15. Share your slides from a recent presentation.16. Share conference takeaways.17. Do a round-up of last year’s/last month’s/last week’s most popular posts.18. Re-interpret existing content: Collect the top motivational YouTube videos for youraudience, top ebooks, top webinars or infographics.Incorporate Other Platforms19. Create a Slideshare presentation of new statistics related to your space and share thatin a blog post. Tag the Slideshare presentation with relevant keywords for your company toleverage SEO benefits of the platform.20. Ask a question on Twitter and share the results with a Storify embed.21. Collect Tweets from a webinar or conference hashtag, show them off with Storify andoffer your own takeaways in the blog post.Research22. Respond to industry research with your own perspective. Offer a fresh angle to sparkconversation.23. Do a survey with Survey Monkey among your community members and create aninfographic based on the results.24. Do a poll of your Twitter community with a Twtpoll or your Facebook community with aFacebook Question and post the results on your blog.25. Do an in-depth case study about one company, or offer a few examples of how othercompanies do something successfully.Thought Leadership26. Record an interview with an expert in your field and post it to your blog.27. Get experts to offer a tip and do a round-up of their recommendations.28. Feature guest posts from industry experts.29. Publish responses to frequently asked questions about your industry.30. Create a list of trends to watch.31. Compare and contrast: Different products, different approaches, different companies,different people, different places, etc.32. Do a review of other non-competitive products or services that your community caresabout.33. Be a journalist: Be the first in your space to offer industry takeaways about breakingnews.34. Explain what a current event or topic in the news means for your industry or community.Example: “What ____ Means for ____.” “Why _____ Matters for _____.”
  11. 11. 35. De-bunk common myths.Make it About Your Community36. Interview your favorite customer.36. Post a Flickr slideshow of pictures from a recent event.37. Run a contest and give away something relevant to your community.38. Ask for guest posts from community members.39. If you have company news to share, talk about it in a way that makes it about the reader.Example: If someone gets promoted, talk about how why were successful. Inspire youraudience.40. Publish a post relevant to the current season or holiday.41. Outline the top practical use cases for your product, service etc.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/23973/41-Fresh-Blog-Post-Ideas-For-Your-Company-Blog.aspx#ixzz1yysnWZsQHow to Overcome the 7 Most CripplingBlogging ChallengesPosted by Corey EridonWed, Jan 18, 2012 @ 10:15 AM We hear it all the time: "I know blogging is important, but ..." "But I dont have any time." "But I cant write." But, but, but. Well luckily, every business blogging challenge weve heard has a solution that you can implement immediately if you truly want to keep that New Yearsblogging resolution. Take a look at the most common objections we hear to starting ormaintaining a regular blogging regiment, and learn how you can overcome thoseimpediments to become a business blogging rock star.1. "I dont know how to design my blog."First of all, make sure your blog resides on a subdomain or subdirectory of your website. Forexample, blog.hubspot.com or hubspot.com/blog. It would be a bad idea for us to publish ourblog on a different domain, like hubspotblog.com, because our website would not reap anySEO credit.Now that we have that out of the way, lets talk about the layout of your blog. It doesnt have
  12. 12. to be complicated! There are a few components you should include, though. First, you oughtto have social follow and sharing buttons as part of every blog post. If you dont know thedifference between the two types or how to include them on your blog, check out our guideto creating social sharing and follow buttons. Youll also want to include post previews,categorization by subject matter so readers can easily find more information about thesubject matters that interest them, and calls-to-action so you can convert blog readers intoleads. There are many other things you can include on your blog, but if you start with thebasics weve mentioned here, youll be off to a great start.2. "Who has the time?"Not being able to find the time to blog is a very common problem. Lessen the burden byasking your CMO if you may require employees to contribute a certain number of postsper month. This is something HubSpot has implemented with great success; it also offersmultiple perspectives in your content, letting different areas of expertise shine through andbenefit your readers. You can also lighten the load by reaching out to guest contributors,which also gives you the opportunity to benefit from their reach and possibly get a valuableinbound link.But to find time for you to blog (and ensure your employees keep up their end of the bargain)its wise to work off of deadlines. Staring at a blank page can be intimidating and oftenresults in wasted hours or, worse, no blog post at all. Set and enforce reasonable deadlinesfor blog submissions so both you and your employees stay accountable.Finally, check out some of our tips on how to blog faster. If youre committed to businessblogging, you will have to sacrifice some time in your day to make it happen; thems thebreaks. But it can be a much less timely endeavor if you follow some of these suggestionsfor faster blogging.3. "Theres nothing to write about."When drafting this post, I reached out to my Twitter community to ask them their mostcommon question. Kate Brodock responded immediately with a very common struggle --lack of good topics -- and a great solution. Go to your RSS and read your industrys news.You might find a timely topic about which you should report -- for which Google and byextension your SEO manager will love you -- or youll simply get inspiration by reading all ofthe things happening in your industry. You canalso take a trip to visit your sales team to ask them some of the common questions theyare receiving from prospects. These can provide great fodder for blog posts because of thepotential for creating evergreen content, not to mention that if everyones having an issue,you certainly want to be the one to provide a valuable answer!Youll probably find that some days youre teeming with great content ideas, and other daysthe well has run dry. On the days when your creativity spikes, document your topic ideasin an editorial calendar to which you can refer on those days when youre suffering writersblock. Or simply consult our list of 100 blog content ideas that can help get you out of ablogging rut.4. "Im not a writer."Not everyone is a natural writer. But many of the things that typically trip up employeeswhen theyre asked to blog is not a writing inability; its hang-ups that plague them from
  13. 13. either the depths of their subconscious, or possibly high school English class. Make sureyou and anyone else who is worried about being a "bad writer" knows that blogging has atotally different set of rules. To be a great blogger, all you have to do is write about what youknow in a way thats natural to you. Dont get caught up in fancy language; frankly, it makesyour blog less engaging, anyway. I always tell people to write like they speak, and not worryabout length. When youve said what you want to say, youre done, and you can move on!And dont forget that people love visual content. Consider shooting a quick how-to video, or ifyoure graphically inclined, doodle a humorous cartoon that comments on your industry. Youcan even curate a list or publish excerpts from some of the long-form content (e.g. ebooks,whitepapers) youve already written. If youre having trouble stringing sentences together,leverage your other talents and assets to keep your blog fed.5. "I dont know what to look for in a freelancer."If youre really not up for the task of writing, theres always the option to hire a freelancewriter. But if youve ever tried or talked to someone who has, you may be scared away fromthe experience because of unreliable or under-qualified writers. To ensure youre workingwith a great writer, treat them like another employee of your company. Talk to them on thephone, ask them about their expertise in your industry, ask for several writing samples thatpertain to the topics you discuss on your blog. If you treat this relationship like one betweenan employee and employer, youll find a more reliable freelance writer that understands yourindustry.That also means, however, that you may have to pay a little bit more to get the quality youneed. This is particularly true for those in a complex industry. Invest the money and time upfront to train your freelance writer to ensure they understand your business model, industry,and blog objectives; once you are both on the same page, youll be able to pull back andknow that youve put your blog content into safe, reliable hands.6. "Nobody is reading my blog."Youre putting time and effort into creating remarkable blog content, consistently, and thennobody reads it. Thats a huge bummer. If youre creating valuable, helpful content on aregular basis, there are a couple of things you can do to get your blog more visibility.First, put a link to your blog on your homepage and in your navigation so it can be easilyaccessed from anywhere on your website. Follow this logic by also including it on each ofyour social media accounts, all of which provide the option to include at least one outboundlink in your profile information. And speaking of social media, are you sharing your blogcontent on all of these social networks? If not, get started. Social media and blogging areinextricably tied. By tweeting and posting your blog content, you will grow your social reach,and by growing your social reach, you will get more visitors to your blog.
  14. 14. Finally, consider that one of the most common ways people find information is throughorganic search. Your blog posts should all be optimized for relevant keyword phrases,particularly the less competitive long-tail keyword phrases. As you create more and morekeyword optimized content, youll be found more frequently in search engines and receive abig boost in blog visitors from organic search traffic.7. "I dont know how to prove my blogs ROI."A lot of people have anecdotally accepted that business blogging is important for marketingsuccess. But they dont believe it enough to start doing it. Is your boss one of those people?Are you one of those people? Consider these data points about companies who blog: theyenjoy 55% more website visitors, 97% more inbound links, have a 62% cheaper costper lead, and 57% of them have acquired a customer through their company blog.Once you get started, showing the ROI from a consistently updated business blog will becake. Generate monthly reports that show how much traffic your blog has driven, how manytimes your content is shared in social media and how much your social reach has grown,how many inbound links youve received, and how many leads youve received from calls-to-action on your blog posts. Presenting your boss with indisputable data that proves theROI of your blog is the best way to ensure it sticks around as part of your inbound marketingstrategy.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30896/How-to-Overcome-the-7-Most-Crippling-Blogging-Challenges.aspx#ixzz1yywPytUoEverything You Need to Sell Your Bosson Business BloggingPosted by Paul RiosThu, Dec 29, 2011 @ 10:30 AM Youre an inbound marketing convert. You believe in the importance of creating relevant and interesting content for your prospects to consume. Youve been
  15. 15. reading up on search engine optimization, and have started applying the best practices to your website. You even opened up a company Facebook page and Twitter account, though your venture into Google+ is still tenuous. All of that has been pretty easy to integrate into your day to day marketing responsibilities, but theres one thing you really want to make more time for: blogging. Theres just one problem. Writing blog content on a regular basis requires time that you just dont have. To get the time, youll have to lobby your boss for more resources, and that means convincing your boss that blogging is actually worth your time, your effort, and his money. So howdo you go about doing that? This blog post (how meta is that?) will give you the facts,research, and know-how to explain the benefits of business blogging to a tentative boss anddebunk many of the common myths inbound marketing professionals are frequently facedwith during these difficult conversations.Is blogging really effective? What results will wesee?Nothing like some cold, hard data to prove a point. How does this sound? ● The average company that blogs generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages. (Tweet This Stat!) ● HubSpots 2011 ROI Study shows that 69% of businesses attribute their lead generation success to blogging. (Tweet This Stat!) ● 57% of businesses have acquired a customer through their company blog. (Tweet This Stat!) ● The Nielsen Company shows that US internet users spend 3X more time on blogs and social networks than in email. (Tweet This Stat!) ● Inbound marketing, of which blogging is a crucial part, costs 62% less per lead than outbound marketing. (Tweet This Stat!)Bet you got your boss attention now, eh? You can find more statistics to impress your bossand make your point in this compilation of 100 interesting inbound marketing data points.But wont blogging open us up for negativecomments?Whenever you put anything out on the internet, you open yourself up to negative comments.You cant let that stop you from creating a meaningful internet presence. That being said,blog comments are not only far less frequent than they were even just a few years ago, butthe importance with which they are regarded has also decreased. If youre operating yourbusiness on the up and up and your content is honest and genuine, you have little to fear interms of commenter backlash.And just as with any reputation management issue youre confronted with in business, ifyou face it head on and operate as a compassionate human being instead of a facelesscorporation, you have the opportunity to turn those naysayers into your biggest fans.
  16. 16. This sounds like a huge time investment. Who isgoing to write it all?To determine how much time youll need to dedicate to your blog, you have to take a look atthe competition. Are your organic competitors blogging twice a week? Multiple times a day?Not at all? To outperform them with your inbound marketing, you need to also outperformthem with blogging.Once youve determined the frequency, youll know how much support you need. Can youhandle this yourself? Or do you need a new hire dedicated exclusively to blogging? Manyorganizations, including HubSpot, require specific employees to contribute a minimumnumber of blog posts a month. This solution helps feed your blog with quality content,provides more than one voice for a valuable mix of perspectives, and doesnt put undueburden on any one member of your organization.Does anyone here even know how to blog?Blogging doesnt come naturally to everyone, but the barrier to entry is very low. Think ofit this way. If youre in sales, you can answer questions about your products and services,right? If youre in marketing, you can write copy that positions your company correctly, right?If youre a C-level exec, you sure didnt get to that position without knowing a thing or twoabout your industry, right? You have the knowledge you need to blog, you just need to learnthe best practices that make up a great blog post. Luckily, those best practices are not onlysimple, but weve already written them all down for you.The best blogs arent long, complex, and full of stuffy language and industry jargon. Theyresuccinct, specific, and engaging. As long as your topic is helpful, you can write just like youtalk -- and your prospects will love it. Oh, we also came up with 100 content ideas to make iteven easier for you to get started.Will this help with our SEO and social mediapresence?Yes, yes, yes. Not only is blogging one of the most important means of achieving SEOgreatness, it will be extremely difficult to see consistent and meaningful SEOimprovements without blogging. One of the most important ways a search engine knowsto return your website in search results is based on the quality of your content and thefrequency at which you publish it. Blogging is a simple, low-cost solution to this. Bloggingalso makes it far more likely that your content will be shared on social media networks andreceive inbound links from other websites, two more crucial aspects that boost your SEOstreet cred.Speaking of social media, you can (and should) add social media share and follow buttonsto every blog post you write. If you dont know how to create these buttons, heres a cheatsheet that will tell you everything you need to know. Your blog content will not only help youget more followers on your social media networks, but your social media networks will helpyou get more blog readers. Blogging and social media are two peas in a pod; as your reachexpands on one, so it does on the other.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30278/Everything-You-Need-to-Sell-Your-Boss-on-Business-Blogging.aspx#ixzz1yyxGDOoO
  17. 17. Cloud Channel Marketing - Mes 6 plus6 prédictions pour 2012 - Loic Simon,Club Cloud des PartenairesEnvoyer par e-mailBlogThis!Partager sur TwitterPartager sur FacebookEn tant quanimateur du Club Cloud des Partenaires, je constate que le Marketing vers,avec, de et entre nos partenaires Cloud évolue pour prendre en compte la poussée desmédias / réseaux sociaux, elle-même accélérée par la pénétration des smartphones etautres tablettes, mais également par les inévitables restrictions budgétaires [crise oblige!].Après des prédictions 2011 un peu polémiques [mais assez "spot on" dans les faits], voici 6plus 6 prédictions plus "mesurées" pour 2012:2012 sera une année de transition pour les équipes Marketing quicontinueront à... 1. Hésiter à co-financer des actions mutualisées de Marketing dattraction [inbound]. 2. Allouer la majorité des budgets au télémarketing et aux événements clients. 3. Créer des landing pages publicitaire remplies de formulaires inquisiteurs [et repousseurs] 4. Faire des présentations désuètes remplies de bullet points, de logos publicitaires et de ©. 5. Repousser la mise en oeuvre de Blogs par crainte [fausse barbe!] dun manque de contenus réguliers. 6. Exploiter Twitter surtout comme un outil promotionnel et publicitaire.
  18. 18. Mais 2012 sera lannée propice pour... 1. Exploiter vraiment les Medias Sociaux et autres outils du Marketing 2.0 [cf image ci- dessus] 2. Organiser la production et le partage de contenus dexperts, notamment au travers de Blogs 3. Publier des documents réutilisables [eg des Powerpoint - pas des PDF - sans © décourageant...] et aider les partenaires et les clients à produire et à partager du contenu. 4. Utiliser des applications SaaS pour gérer notre PRM [Partner Relationship Management] et la collaboration entre nos partenaires. 5. Faire collaborer des coopétiteurs, en poussant notamment nos partenaires à mutualiser des actions marketing avec leurs confrères. 6. Combiner "offline" et "online", en associant par exemple des évènements "physiques" avec des contenus et actions en ligne.
  19. 19. Et vous, quelles sont vos prédictions pour 2012 ? Loic Simon Business Development - Partenaires Cloud www.clubcloud.blogspot.com loic_simon@fr.ibm.com - +33 6 76 75 40 71

×