Blogging Basics
Let's be honest. Content marketing is mostly about blogging. Your blog is the home to your social topics, email newsletters, and search keywords. So let's review the basics of blogging.
Workshop!
For the first time, Wine & Web is going interactive. We'll take a few minutes, work with each other, and develop blog post ideas. You don't need to bring anything with you but yourself and your knowledge. You'll leave with a topic, outline, and a plan to publish.
3. Source: HubSpot: State of Inbound Marketing 2012
Blogging Frequency, Customer Acquisition
Percentage of bloggers who
acquired a customer through their blog…
4. Source: HubSpot: State of Inbound Marketing 2012
59% say blogging is critical or important
10. “On the average, five times as many
people read the headline as read the
body copy. When you have written
your headline, you have spent eighty
cents out of your dollar.”
- David Ogilvy
11. Source: Conductor: 5 Data Insights into the Headlines Readers Click
• Normal
“Ways to Make Drinking Tea More Delightful”
• Question
“What are Ways to Make Drinking Tea More Delightful?”
• How to
“How to Make Drinking Tea More Delightful”
• Number
“30 Ways To Make Drinking Tea More Delightful”
• Reader-Addressing
“Ways You Need to Make Drinking Tea More Delightful”
5 Kinds of Headlines
21. Search traffic through…
keyword research, keyword usage
Social traffic through…
promoting content on social networks,
responding to comments
Email traffic through…
List growth, email design, timing & testing
50% Creation, 50% Promotion
Guest Blogging = Link Building + Online Networking
22. The spike …and the long tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
25. Commit
Frequency and your content calendar
Curate
Write list Posts, keep a device for capturing, do
interviews
Delegate
Work with your team, using the methods they prefer
Get Help
Outsource! Leverage editors, ghost writers, co-authors
It’s a process…