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How Blogging Can Transform Your Marketing ,[object Object],Rick Burnes,[object Object],Twitter: @rickburnes,[object Object],Community Manager, HubSpot,[object Object],October 14, 2010,[object Object],Oklahoma City American Marketing Association,[object Object]
Agenda,[object Object],About Inbound Marketing,[object Object],Why Blog?,[object Object],Six Keys to a Successful Blog,[object Object],Pick Your Target Personas,[object Object],Create a Mix of Posts,[object Object],Write Great Posts,[object Object],Sustain It,[object Object],Spread It,[object Object],Convert It,[object Object],How to Measure Your Blog,[object Object]
Traditional Marketing (Outbound),[object Object]
Marketing Today (Inbound),[object Object]
Declining Traffic for Trade Publications,[object Object]
But We’re Now a Trade Publication,[object Object]
Best Young Companies? Inbound.,[object Object],1950 - 2000,[object Object],2000 - 2050,[object Object],7,[object Object]
Marketing With Budget? Or Brain?,[object Object],Flickr: Refracted Moments,[object Object],Flickr: Gaetoan Lee,[object Object]
www.HubSpot.com/ROI,[object Object],More:,[object Object]
Why Inbound Is Cheaper,[object Object]
11,[object Object],What Is Inbound Marketing?,[object Object],Website Visitors,[object Object],Process,[object Object],Tools,[object Object],Get Found,[object Object],[object Object]
Blogging
Social Media
SEO
AnalyticsGet Found,[object Object],[object Object]
Promote
OptimizeLeads,[object Object],Convert,[object Object],[object Object]
Target
NurtureConvert,[object Object],[object Object]
Landing Pages
Email
Lead Intelligence
Lead Mgmt
AnalyticsCustomers,[object Object]
Agenda,[object Object],About Inbound Marketing,[object Object],Why Blog?,[object Object],Six Keys to a Successful Blog,[object Object],Pick Your Target Personas,[object Object],Create a Mix of Posts,[object Object],Write Great Posts,[object Object],Sustain It,[object Object],Spread It,[object Object],Convert It,[object Object],How to Measure Your Blog,[object Object]
Blogging doesn’t make sense for my industry.,[object Object],Lazy Excuse!,[object Object],13,[object Object]
Blogging About Soldering Materials,[object Object],14,[object Object]
And Fencing Supplies,[object Object],15,[object Object]
And Golf,[object Object],16,[object Object]
And Pools,[object Object],17,[object Object]
OK, but what’s the business impact?,[object Object],18,[object Object]
1,941 Leads,[object Object],– in the Last Month,[object Object],19,[object Object]
Where did all those people come from?,[object Object],20,[object Object]
A Nice-Looking Restaurant Site,[object Object]
Another Nice-Looking Restaurant Site,[object Object],What’s the difference?,[object Object]
Blog = Better SEO, More Traffic,[object Object],Data from website.grader.com and compete.com,[object Object]
How Many Tickets Do You Have?,[object Object]
Blogging Means More Inbound Links,[object Object],25,[object Object]
More Indexed Pages,[object Object],26,[object Object]
More Visitors,[object Object],27,[object Object]
It’s simple: If you want to rank in search engines, you have to blog.,[object Object],28,[object Object]
And Blogging Does More Than SEO,[object Object],29,[object Object],One blog, multiple functions:,[object Object],[object Object]
 Social Media Optimization
 Lead Generation
 Education
 Thought Leadership
 Nurturing
 PR
 Brand Building
 Recruiting
 Internal Communication,[object Object]
Key #1: Identify Target Personas,[object Object],Kadient photo by David Meerman Scott,[object Object]
Every time you publish an article, ask:,[object Object],“Will this attract my ,[object Object],target personas?”,[object Object]
Content Attracts the Right People,[object Object],Neil Diamond ,[object Object],Flick Photo: Marciela,[object Object]
What Keywords Will Attract Your Personas?,[object Object],Fill posts with them,[object Object],Build an archive of content full of them,[object Object]
How We Pick Keywords: Keyword Grader,[object Object]
A Word of Caution,[object Object],DO NOT focus on the things you sell your target personas,[object Object],DO write about the things they want to learn about ,[object Object]
Key #2 Create a Mix of Posts,[object Object],Jek-a-go-go on flickr,[object Object]
Media Companies Thrive on Their Mix,[object Object],News,[object Object],Opinion,[object Object],Feature,[object Object],Photos,[object Object],Video,[object Object]
Many Types of Posts Get Traffic,[object Object]
Raisin Bran – Basic, Everyday Posts,[object Object],How-to posts,[object Object],Rich in keywords,[object Object],Get good at whipping them out,[object Object],Make sure they’re useful,[object Object],Greeneyesmilw on flickr,[object Object]
Spinach – Healthy, Thoughtful Posts,[object Object],Should establish your site a thought leader in the industry,[object Object],Put time into them,[object Object],Don’t do too many,[object Object],ulteriorepicture on flickr,[object Object]
Roasts – Big Blog Projects,[object Object],Lots of work,[object Object],Lots of links, discussion and attention,[object Object],Pick them well,[object Object]
Chocolate Cake – The Sweet Stuff,[object Object],These posts make your blog fun,[object Object],A chance to poke fun at yourself,[object Object],Lots of traffic/links ,[object Object],Often video, images,[object Object],Scubadive on flickr,[object Object]
Tabasco – Posts That Start Fires,[object Object],Make a bold statement,[object Object],Be prepared to defend yourself,[object Object],Lots of comments and links,[object Object],Too many of these post could lose trust,[object Object],ANOXLOU on flickr,[object Object]
Key #3 Write Great Posts,[object Object],Olivander on flickr,[object Object]
No Need to Be Hemingway,[object Object],Just follow a few simple rules.,[object Object],Photo: Wikipedia,[object Object]
Get Into the Content Mindset,[object Object],Make emails into blog posts,[object Object],Turn forum posts into blog posts,[object Object],Shoot videos at events,[object Object],Interview customers for your blog,[object Object],Repurpose company data for public reports,[object Object],Share lessons you learn,[object Object],Flick Photo: Cindiann,[object Object]
Tips for Post Structure,[object Object],Use Headings,[object Object],500-800 words (or shorter!),[object Object],Lists are OK (just not too many),[object Object],1 idea per post,[object Object]
Always Add a Photo,[object Object],Flickr,[object Object],iStockphoto,[object Object],Shoot your own,[object Object]
How to Search for a Flickr Photo,[object Object],Go to Advanced Search,[object Object],Then search for CC licensed photos,[object Object]
Write Great Headlines,[object Object]
Top Six Tips for Great Headlines,[object Object],Write the headline before the article,[object Object],Imagine the reader won’t see the article,[object Object],Surprise people,[object Object],No spelling errors!,[object Object],Use your keywords,[object Object],Ask a question (that’s how people search!),[object Object]
Key #4: Sustain It,[object Object],Michalo on flickr,[object Object]
Pick a Publishing Schedule,[object Object],Once a week? Every Monday and Wednesday?,[object Object],Stick to it,[object Object],The goal is to build up a body of keyword-rich content (create an asset),[object Object]
Different Ways of Doing Posts,[object Object],Email interviews,[object Object],Video interviews (conferences, office visitors, clients),[object Object],Guest posts from people with similar blogs,[object Object],“Best of” lists,[object Object],“How we do it” posts,[object Object]
Should I Hire People?,[object Object],It depends.,[object Object],Pros:,[object Object],You don’t have to do the work,[object Object],You hire a “professional writer”,[object Object],Cons:,[object Object],Nobody knows your business like you do,[object Object],You don’t build your personal reputation,[object Object],You don’t participate in the conversation,[object Object]
Key #5: Spread It,[object Object],Felipearte on flickr,[object Object]
Think of Blogging Like a Job Search,[object Object]

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