The slides from my presentation to the CIM Digital PR Bootcamp held at MMU in Manchester on 5/11/15 discussing business blogging best practice, blog writing & managing the process.

1. www.visionb2b.co.uk @visionb2b @renepower
Blogging for business
René Power
Founder, Vision B2B

2. www.visionb2b.co.uk @visionb2b @renepower
Session objectives
• Understanding the power of a company
blog
• Blog writing tips
• Being creative with your blog
• Blogging to achieve greater visibility and
engagement

3. www.visionb2b.co.uk @visionb2b @renepower
Is everyone producing a blog – or some
kind of frequently updated web content?

4. www.visionb2b.co.uk @visionb2b @renepower
Blogging tops content tactics

5. www.visionb2b.co.uk @visionb2b @renepower
Good for business

6. www.visionb2b.co.uk @visionb2b @renepower
7 reasons to blog for business
7. Draws in prospects
6. It stimulates community
5. Blog content fuels an entire marketing programme
4. It creates experts
3. It gives a company a face, voice and personality
2. Frequent relevant content is great for search engines
1. Frequent relevant content is great for customers

7. www.visionb2b.co.uk @visionb2b @renepower
Blog writing tips
• Walk before you can run
• Select keywords and known
industry problems
• Create a calendar
• Create a template
• Set criteria for tone, titles, topics,
images
• Create a team to write, edit &
post new blog content
• Play up subject experts
• Consider options/alternatives to
written posts (variety)
• Mix up topical with evergreen

8. www.visionb2b.co.uk @visionb2b @renepower
Starting (or breathing new life
into) your business blog
• Repurpose existing material
• Comment on industry news
• Comment on new research or
data
• Write an industry round up
• Provide an industry resource list
• Write up an event, conference,
seminar, trade show
• Create customer case studies
• Identify and solve industry
problems
• Interview an industry leader
• Make a case for change

9. www.visionb2b.co.uk @visionb2b @renepower
Driving traffic by getting off your
blog
• Sharing strategy
• Commenting strategy
• Posting on Linkedin
• Posting on trade media
• Business media
• Business portals
– Guardian Small Business
Network
– Huffington Post
• Business associations
(membership)
• Reciprocal blogging
• Independent publishers

10. www.visionb2b.co.uk @visionb2b @renepower
Using a blog for lead generation
• Compelling Call to Action
– Offer exclusive content
– Offer recommended
reading
– Provide email subscription
– Provide RSS subscription
– Offer downloads
– Offer social sharing
– Ask for feedback
– Build community

11. www.visionb2b.co.uk @visionb2b @renepower
Acting as editor in chief
• Job role
– Briefing
– Interviewing
– Editing
– Handling feedback
– Posting
– Promotional plans
for each piece

12. www.visionb2b.co.uk @visionb2b @renepower
Management
• Content calendar vs. boards vs. mindmaps

13. www.visionb2b.co.uk @visionb2b @renepower
Analytics led content
• Use analytics to improve focus
and quality of content
• 10 standard metrics that you
need to monitor & impact
 SALES
 Conversion to sales
 New vs. returning visits
 Behaviour (content)
 Dwell
 Bounce
 Social referral
 Exit path
 Device
 Geography

14. www.visionb2b.co.uk @visionb2b @renepower
Summary
• Blogging works if it is on topic and relevant
• Think about different types and format
when it comes to blogging
• Consider the logistical management
required
• Use analytics to sense-check blog content

15. www.visionb2b.co.uk @visionb2b @renepower
Blogging action plan breakout
• Create your own action plan to create a
high impact and engaging blog
– What problems can you solve; what topics
can you advise on?
– Who can produce the content?
– How will you manage getting it delivered?