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6 WAYS TO GROW YOUR
BUSINESS THROUGH BLOGGING
Zontee Hou for
1
ABOUT
ZONTEE HOU
• Strategist at top consulting
firm Convince & Convert
• Founder of her own firm, Media
Volery, in New York City
• Adjunct professor of
communications at the City
College of New York
• Current clients range from
Allstate Insurance to Indiana
University
2
PROVIDE
RESEARCH
RESOURCES
• 84% of shoppers said
ZMOT shapes their
decisions
• Customers need 10.4
sources before making a
purchase decision
3
Source: Think with Google, 2011
BUILD TRUST
• 67% of people trust
technical experts
• 52% of people trust
employees
• 49% of people trust a CEO
• 61% of people trust
businesses versus 56%
who trust the media
4
Source: Edelman Trust Barometer 2016
RETAIN
CUSTOMERS
• 80% of your company’s
future earnings will come
from just 20% of your
existing customers
(Gartner Research)
• 5% increase in retention
can increase a company’s
profitability by 75%
5
CASE STUDIES 6 examples from real
businesses
6
CONTENT
MARKETING
• Provide save-worthy
information
• Content hub
• Resources for your
audience
• Round-up
7
THOUGHT
LEADERSHIP
• Create consider-worthy
content
• Trustworthiness
• Expertise
• Point of view
8
DIGITAL
EVENTS
• Create participation-
worthy happenings
• Build community among
far-flung customers
• Promote action around a
specific product/service
9
CUSTOMER
SUPPORT
• Facilitate repeat-
purchase-worthy
experiences
• Provide trustworthy DIY
advice
• Show you have customers’
best interests at heart
• Build loyalty
10
COMMUNITY
BUILDING
• Create connect-worthy
opportunities
• Engage influencers
• Activate advocates
• Highlight community
members
11
SEO
• Answer search-worthy
questions
• Anticipate topics that
matter to your
audience/customers
• Speak in your customers’
language
• Showcase local expertise
12
BEST PRACTICES &
RESOURCES
Tools, tips, and more.
13
EDITORIAL
CALENDAR
• Keep track of content
ideas by:
• Theme
• Vertical/product category
• Target audience
• Author/expert
• http://bit.ly/SCOREedcal
14
FORMAT FOR
EASY READING
• Include multimedia:
• Photos/slideshows
• Embedded
videos/Slideshare
presentations
• Audio clips/podcasts
• Break up the text:
• Subheadlines (H2, H3)
• Bullet-points
• Pull-quotes
15
CROSS-
PROMOTE
• Email
newsletter/subscription
• Social media
• Employees/associates
• Voicemail/hold message
16
TOOLS
• Wordpress, Rainmaker,
Medium
• Atomic Reach
• CoSchedule
• Wordpress SEO by YOAST
• Google Analytics
17
LET’S CONNECT
• Twitter: @zontee_hou
• LinkedIn:
linkedin.com/in/zonteehou
• Website & email newsletter:
ConvinceandConvert.com
MediaVolery.com
18

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6 Ways to Grow Your Business Through Blogging

Notes de l'éditeur

  1. Why
  2. Contributor to the C&C blog, ranked #1 content marketing blog by the Content Marketing Institute.
  3. Companies spend on customer acquisition, but the most value comes from keeping customers. Blogging is also an exercise in making your customers feel confident in their selection of you.
  4. Jeff Rose
  5. Have also seen this recently with bake-along, but what about a build-a-bike project? Or National Novel Writing Month.
  6. Southwest Florida business around since 1962
  7. Go-To Patterns In B2B, you see round-ups of influencers (10 thought leaders to follow)
  8. More than just Google juice Chain of preschools: they don’t use the word “daycare”, but they compete in that space—they can rank on content by using the word in blog posts like “why it’s time to upgrade from daycare to preschools” or provide resources to customers who might be researching preschools Use Google Trends
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