How to use blogging more effectively as a content marketing tool. Includes brand examples and advice on topic targeting, hub and spoke promotion, repurposing and co-creating with influencers. Produced by TopRank Online Marketing.

1. Blogging for!
Content Marketing
How to be the "Best Answer”!
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10 Years – 1.2 Million Words

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Why
Do
You
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Most
Important
Social
Content
WriGen
Content
Visual
Content
Videos
Curated
Content
Audio
Content
=
Blogs

8. @toprank
Top
Content
MarkeAng
TacAcs
<=
Blogs!

9. @toprank
General
Mills
–
Brand
Journalism

10. @toprank
Concur
–
Customer
Resource
@TopRank
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Marketo:
Customer
Resource

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Marketo
Resource
+
Lead
Gen

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Discover
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Act
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Content
Touchpoints
for
Consumers

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Image:
think
with
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20. @toprank
Blog
Hub
and
Spoke

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Website
Twitter
Facebook
YouTube
Instagram
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog

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30. @toprank
3
Steps
to
Topic
TargeAng
Create
resources,
experiences
and
connec:ons
that
create
affinity
with
your
“target
topic”.
Inspire:
Co-­‐create
content
with
topic
influencers,
events,
blogging,
social
engagement,
comments
Desire:
1
+
industry
survey,
list
top
topic
influencers
&
resources,
visual
eBook
on
topic,
3rd
party
media
(earned),
guest
blog
posts
Acquire:
1
&
2
+
Case
studies
about
topic,
defini:ve
topic
resource/guide,
webinar,
earned
media
/
press,
eBook
fulfillment

31. @toprank
Topic
TargeAng
Timeline
Co-­‐Create
Influencers
Q1,
2014
Forecasts
Social
Graphics
Subscribe
Industry
Survey
Q2,
2014
Insights
Subscribe
Visual
eBook
Q3,
2014
Excerpts
Recognize
Influencers
Subscribe
Webinar
Q4,
2014
Defini:ve
Guide
Subscribe
Media
&
Blog
Outreach
Blog
Topics
&
Content
Types
Brand
Narra:ve
U:lity
Story
Sales
Cycle
Trends
Examples
Interviews
Predic:ons
Best
Prac:ces
Case
Studies
SEO,
Social
PromoAons
Social
Monitoring,
Web
AnalyAcs,
OpAmizaAon
Blog
Posts

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33. @toprank
We Can
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