How to create a blog editorial plan that's optimized for search and socialized for customers.

1. Optimized Blogging
That Inspires Action
@LeeOdden
TopRankMarketing.com
TopRankBlog.com
OptimizeBook.com

2. @leeodden
Content
Marketing
#1
Image: Shutterstock

3. @leeodden
Growth of Content Marketing
Google Trends
U.S. Business Category Queries
Past 5 Years (2008 – 2013)
“Content Marketing”
“Social Media Marketing”
“Search Engine Marketing”

4. @leeodden
Where Does Blogging Fit?
Content Marketing
Social Media
SEO
Business Blog Public Relations
Customer Service
Talent Acquisition
Offline to Online
Customer Lifecycle
Awareness
Consideration
Purchase
Retention
Advocacy
Interest

5. @leeodden
Blogs = Trust & Influence
Source: Technorati Digital Influence Report 2013

6. @leeodden
Our Agency Blog Example: toprankblog.com
Started Blogging 2004
News, Tips, Liveblogging, SEO
Integrated Social Networking
Shifted to Customer Topics
Layered Content Plan
Operationalize Promotion
Ongoing Performance Optimization

7. @leeodden
How Do We Want to Be Known?
Blog
Speaking Thought Leader
Smart Place
To Work
Consulting
Useful Resource

8. @leeodden
What Problems Can We Solve?
What
When
Where
Who
How
Why
Tools
Strategy
Best Practices
Tactics
Tips
Examples
Case Studies
Content
Search
Social
Digital PR
B2B
B2C
Verticals

9. @leeodden
B2B Blogging: Be Useful & Multiply
Social Media for SMBs
Useful content about social
media topics to support
small business interests.
• Best practices, tools
• Thought leader interviews
• Supports social content
promotions (eBook)

10. @leeodden
B2B Blogging: Be Useful & Multiply
Measurement:
Reach & Consumption
• Organic search traffic
• Social traffic
• Direct traffic
• Page views
• Topic popularity
• Social shares, comments
• Inbound Links

11. @leeodden
B2C Blogging: Facts Tell, Stories Sell
Luxury Living Blog
(Cars, Homes, Yachts, Planes)
Blog Topics - What
Customers Care About:
Stories about celebrities,
brands, news AND
luxury rentals
Useful, Informative and
Entertaining: “Cool”

12. @leeodden
B2C Blogging: Facts Tell, Stories Sell
Measurement:
Reach, Engagement,
Inquiries
• Organic search visibility
• Social & direct traffic
• Content engagement,
shares
• Inquiries
• Conversions

13. @leeodden
What Can Your Blog Achieve?
• Brand Awareness
• Elevate Publicity
• Support Customers
• Recruiting
• Attract New
Business, Referrals
• Self Expression
• Exercise in Writing
• Useful Resource
• Connect with Bloggers
• Contribute to the
Community
Personal Goals: Business Goals:

14. @leeodden
So What’s Stopping You?
Image Source: Shutterstock

15. @leeodden
Why Business Blogs Fail
 No clear objectives
 Unrealistic expectations and resource allocation
 Not sourcing content - long term
 No feedback mechanisms
 Do it yourself syndrome
 No Blog & Social Content Plan!

16. @leeodden

17. @leeodden
Optimize & Socialize in 4 Steps
Awareness,
Interest,
Consider, Buy
Why they buy =
topics & search
keywords
Who, What,
Why, When,
Where, How
Social & SEO
Networking,
Link Building
1 2 3 4
Understand Your
Audience According
to Their Objectives
Use a Content
Calendar to Organize
& Optimize
Map Customer
Needs to Topics &
Search Keywords
Grow Social Networks,
Promote Content &
Optimize Performance

18. @leeodden
Plan & Optimize for Customers
Get to Know
Your Community
Discover
Consume
Act

19. @leeodden
Optimization ModelPersonal Digital Presence – Phase 2
Attract
Engage
Convert
Optimize 360 Model

20. @leeodden

21. @leeodden
• Collect data
• Analyze and create segments
• Create a profile for target
audiences
• Map buying cycle events
• Identify keyword clusters and
content types for personas
• Implement with content creation,
optimization & promotion
Audience Segmentation

22. @leeodden
• Demo: Male, 30-35, Owns SMB, 80-95k
• Behaviors: Read, share, moderate
interaction
• Preferences: Tips, Opinion, Image Rich
content
• Publish/Share: Comments, Status Updates,
Bookmarks
• Top Keywords: office cleaning, cleaning
services
• Social Sites: Twitter, Facebook,
StumbleUpon, Blogs
• Participation: Join, Collect
“Stan” Small Business
Owner
Build Profiles “Best Customer”

23. @leeodden
Keywords
Content Plan
Creation
Curation
Profiles Guide Blog Topics, SEO
But Not ALL the time for ALL content

24. @leeodden
Blog Hub & Spoke
Blog
Hub

25. @leeodden
Map Content to Customer Journey
Prospect Pain Points
• Multiple Locations to Clean
• Single Solution Vendor
• After Hours
• Quick, Efficient Service
• Scale Up or Down Easily
Sales Cycle Keywords Social Topics Content Type
Awareness Facility cleaning
scalable facility cleaning
services
Blog post, articles in
relevant magazines
Interest
robot cleaners,
scalable facility
cleaning
What types of automated
cleaners are there?
Webinar, Demonstration
video, White Paper
Consideration
robot cleaner
reviews
What are the best robotic
cleaners?
Product specifications.
Comparison to competitors
Purchase
robot, Zrobot how
to buy, Zrobot
prices
Procurement process,
Leasing/Purchase
Buying guide, RFQ form
Retention
Zrobot
management tips
How to get more uses
from your Zrobots
Blog posts, guest posts,
video
Advocacy
Zrobot fans, Zrobot
accessories
Zrobots user group Q and
A, tips
LinkedIn group Forum,
Zrobot Newsletter
Stan: Small Business Owner

26. @leeodden
Optimized Blog Plan
Free Download XLS at: http://tprk.us/keyedcal

27. @leeodden
8 Blog Content Ideas
1. Oreo Cookie News Posts
2. Short Lists - 5 (Keyword) Tips on (Action) (Goal)
3. Large Collections - Complete Guide to (Keyword)
4. Interview Influentials – Broad & Niche
5. Curate Comments – Your blog, your comments off blog
6. Crowdsource – Survey, polls, contests that result in
content
7. Ask SMEs Questions – Won’t blog, but will talk
8. Frontline Staff – Service & Sales, BCC Answers to
content team

28. @leeodden
Winning Blog Action Formula
Your Passion
+ Customer Needs
= Stories That
Attract, Engage & Convert

29. @leeodden
Blog Action Checklist
 Pick your goals & work backwards to identify
measurement & approach
 Inventory resources: People, Plan, Time
 Learn readers questions & goals – help them
 Plan stories that infotain & inspire action
 Invest in community, get paid in infinite ideas
 Monitor progress, optimize performance

30. @leeodden
“Optimize is the playbook you’ll need
to run an effective program.”
Scott Monty, Ford
“Optimize shows you how to put
content, search & social to work for
your business.”
Ann Handley, MarketingProfs
“Optimize shows you how to put
content, search & social to work for
your business.”
Joe Pulizzi, Content Marketing
Institute
“If I were lazy, I could cheat and use
Lee Odden’s book as my road map for
this coming year’s business.”
Chris Brogan, Human Business Works
Get OptimizeBook.com

31. @leeodden
Thank You
Lee Odden
lee@toprankmarketing.com
TopRankMarketing.com
TopRankBlog.com
877 872 6628
@TopRank http://slideshare.net/toprank