Because Google treats each blog post as a new page, a business or organization can get more bites at the apple with a sustainable blogging strategy. Start by shifting your perspective from "business owner" to consumer or prospect. How to do it, with a mix of types of posts, where to find content, planning tips and more.
Originally presented on Saturday, May 4, 2013 at PodCamp Nashville.
2. Each Blog Post=New Page
Copyright 2013, Content that Connects and
Pamela Coyle
2
3. .
Improve organic
traffic, lead generation,
brand awareness,
engagement with a
blogging strategy that
targets both keywords
and customers
ONE BITE AT
A TIME
Copyright 2013, Content that Connects and
Pamela Coyle
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5. Change your
perspective.
You see apples close-
up but not the
orchard.
You have “Business
Owners’ Disease.”
Copyright 2013, Content that Connects and
Pamela Coyle
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6. A good blog helps customers find your
orchard and their way through it.
Copyright 2013, Content that Connects and
Pamela Coyle
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7. But what will we blog about?
Plenty…….if you stop thinking like a
business owner and start thinking like a
customer or client.
Copyright 2013, Content that Connects and
Pamela Coyle
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8. Customer Stories
Potential and current
customers like to read
about people like them.
Like grapes, one is
never enough and
readers will come
back for more.
Copyright 2013, Content that Connects and
Pamela Coyle
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9. Tips and Lists
People love them because
they are easy and quick to
read. They will share
them.
Like a pineapple,
one goes a long
way.
Copyright 2013, Content that Connects and
Pamela Coyle
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11. Hot Topics and
Trends
Leverage news, industry
surveys and local events to
keep the website fresh.
Like pears, such
posts are trendy. In
a good way.
Copyright 2013, Content that Connects and
Pamela Coyle
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12. Q & As
Q&As with company
players, experts and clients
showcase company
culture.
Like oranges, such
posts show an
organization is
healthy.
Copyright 2013, Content that Connects and
Pamela Coyle
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13. Video
Capture some talking fruit
– staff, clients, customer
submissions
Shows willingness to
meet people where
they are – on YouTube
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Pamela Coyle
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14. Before you start
Invite ideas - don’t dictate
Think about voice, tone and goals
Think RELATED information
A good blog is generous
A good blog isn’t pushy
Don’t make it all about you
50-50 mix at first, get to 25-75
Bank 4 to 6 posts before you publish
Copyright 2013, Content that Connects and
Pamela Coyle
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15. PLAN and CALENDAR
Think in terms of clients’ decision-making cycles
Dovetail with marketing calendar
BUT stay ahead of traditional advertising
Leverage local events
Pick 3 or 4 themes
Loose quarterly plan, specific monthly plan
Copyright 2013, Content that Connects and
Pamela Coyle
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16. Where to look
Customer letters
Industry white papers,
studies, surveys
Social media – invite happy
clients to contribute
How you solved a
customer’s problem
Product reviews
Employees – why the stay,
like their jobs
Fun facts
Company history, annual
reports, photos
Events in which you or
team participate
How business is changing
Tips on using your
product/service
Have prospects write
Customer videos
Personality, character
hobbies
Copyright 2013, Content that Connects and
Pamela Coyle
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20. Copyright 2013, Content that Connects
and Pamela Coyle
20
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Notes de l'éditeur
Google search algorithms treat each blog post AS A SEPARATE WEB PAGE. Cannot stress this enough.
But the world that you and your competitors inhabit is filled with orchards, each with hundreds or thousands of apple trees, each with hundreds or thousandsof apples. Number of kinds of apples? How can you help potential customers find the ones you have – the ones they are looking for?
More than a testimonial, with good writing, careful SEO and enough detail so readers can identify with the customer and see themselves in the same place.
Tips and Lists. People love them. Give people who visit your site some free advice. They will come to think of your company and a trusted resource and may want more - and be willing to pay for it. Pineapple ( one can go a long way)
Informative posts. About leadership, communication, etc., and how what DC does helps people do what they do better. Brand Journalism is the hot new word but the idea isn’t new - marketing with a subtle sell designed to give potential customers information but also build trust. Banana - Example. (bananas are very satisfying)
News/industry trends: Jump on something in the news that applies to lack of communication, how new generation is more isolated and doesn’t know how to act in professional setting, whatever, write a few paragraphs and link to the piece. Pear. Example from FranNet. Pears are trendy.