Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Demand Generation through Corporate Blogging
1.
2. Seth’s Take on Search
“…..with search, people are not being
interrupted with junk (stuff they are not
interested in right now). Instead, they
search when they are interested.”
“The result of Google and the
prevalence of search means that people
are far more forgiving of things that need
to be sought out, and less patient than
ever with selfish marketers that insist on
showing up in your face.”
3. “People don't go to Web sites anymore. Web sites come to
them. This is, perhaps, the best way to explain the impact of
search on the online experience.”
William Flaiz, Search Engine Watch, Aug 1, 2008
4. What we all do online
100%
90%
As Much As 80% of all web
80%
interactions begin with search
70%
60%
50%
40%
30%
20%
10%
0%
Source: Pew Internet & American Life Project *Not online
7. •80% to 95% of all clicks on a
page happen in the Organic
Results
8. “By far the most important piece of writing you’ll do on any given
page is your page title. Search engines consider your page title
to be very indicative of what can be found on the page.
SEO Expert: Steven Bradley
“Relevance means keeping to a topic, helping the search
engine understand what your site is about and, ideally, about
one thing in particular.”
Vanessa Fox: Search Engine Land
9. Why Blogging works for SEO
• Titles
• Keywords
• Recent Content
• Lots of Content
• Links
• Relevance
15. “People Buy From People”
Zig Ziglar 1970
“The most successful sales
tactic in history is the
“Similar Situation.”
Tom Hopkins 1972
“People want to affiliate with people who are like themselves”
MicroTrends Author Mark Penn 2008
16. Business Blogging & Social Media
Someone Like Me
CEO
VS.
…….(The) most credible source of information about a company is
now “a person like me,” which has risen dramatically to surpass
doctors and academic experts for the first time
7th Annual Edelman Trust Barometer
17. "It's clear that when it comes to traditional authority figures
– whether they're chief executives or heads of state –
people trust them less," says Mr. Edelman. "Employees are
the new credible source of information. We have data
that shows an employee blog is five times more
credible than a CEO blog – and I say this as a CEO
blogger."
2008 Annual Edelman Trust Barometer
18. Law Firm
Since program launch Nov. 07:
• 1:16 avg. read time
• 1.5 pages per visit
• 91% new visits
• 21 posts per month on avg
• 31 compended blogs, 1 user blog
• $30,000/month YP advertising
• Google rankings for search phrases such as:
• Small business bankruptcy Indiana
• Bankruptcy services Indiana
• Personal bankruptcy Indiana
• Payday Loan debt help
19. Since program launch March 07:
• 1:46 avg. read time
• 2.03 pages per visit
• 91% new visits
• 12 posts per month on avg.
• 55 compended blogs, 4 user blogs
• Google rankings for search phrases such as:
• Relocation worldwide
• Corporate relocation management
• Long distance reolocation
• Corporate relocation consulting
20. Since program launch in April 07:
• 1:39 avg. read time
• 3.07 pages per visit
• 86% new visits
• 23 compended blogs, 2 user blogs
• Google rankings for search phrases such as:
• Fishers Home Builders
• Indianapolis Townhomes
• Indiana Custom Homes
• Brownsburg Real Estate
