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BLOGGING
FOR WORLD DOMINATION
(OR FOR BEGINNERS)
Judi Huck
Social Media & Community Strategist
Why do we produce content - such as blog
posts and email campaigns?
Answer:
World domination
Overview
In the next 45-60 minutes we’ll cover
• The role of content
• SEO tips for Wordpress
• The “lead”
• SUCCES technique at length
• The most important thing about content
  (spoiler: your audience!)
Good content
• Provides value
• Relevance indicated by clicks thrus
• Recent, regular, fresh
• Best practice: blog weekly
• Unique v. duplicated
• Diverse with: themes that repeat, special
 campaigns, evergreen content
Optimizing content for search
• Differentiate with competitors
• For Wordpress,
  • Tag every keyword that quickly comes to
    mind
  • Tag people in the post by first and last name
  • Use brand name, add titles/attributes to
    images
  • Repeat keywords in text and use in post
    title, headings, bold, links
SUCCES from Made to Stick
Easy to understand, easy to remember
• Simple
• Unexpected
• Credible
• Concrete
• Emotional
• Story
SIMPLE
• Don’t bury the lead
  • Inverted pyramid
• Simplicity in terms of UX


• Exercise
   • High concept pitches – make your case compact
   • Hemingway complete stories in 6 words:
     “For sale: baby shoes, never used.”
   • Tell your brand story as a children’s book to focus on its core message
UNEXPECTED
• Element of surprise
• Spark interest
• Test of eyebrows and jaws
• Make people think


• Example
   • AIDS training for professional athletes
CONCRETE
• Touchable
• Clear


• Example
   • Giving tree - donating X dollars produces Y effect
   • Other charities seeking donations
CREDIBILITY
• Interesting details
• Stats (internal)
• Authorities (external)
   • Idea: interview industry leaders


• Caution with stats!
   • Active part of brain
EMOTIONAL
• 2x as effective
• Makes people care (and give, in the case of nonprofits)


• Argument
 “The mere act of calculation reduces people’s charity”
  • Case studies
STORYTELLING
• Retention
• Visualization and photographic memory


• Example
   • Jared of Subway
     Easy to identify, easy to take away (simple)


• Exercise
   • Examine an article you like and determine the elements that apply
   • Share a customer testimonial of a positive product or service experience
     Bonus: use all elements of SUCCES from Made to Stick
YOUR TURN!
• Use a Style Guide to unify multiple contributors
  • Create guidelines for grammar, punctuation, emoticon use
  • Define persona of brand/organization
• Eventually – create a Playbook for response and engagement
• Plan your Editorial Calendar for the quarter & tie to strategy
• Review efforts (ex: monthly basis) to prioritize for the future
• Tips on audience, aka the most important thing



                                           Questions? email Judi Huck
                                                               @7huck on Twitter
                                                                   judihuck.com

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Blogging for world domination, aka beginners

  • 1. BLOGGING FOR WORLD DOMINATION (OR FOR BEGINNERS) Judi Huck Social Media & Community Strategist
  • 2. Why do we produce content - such as blog posts and email campaigns?
  • 4. Overview In the next 45-60 minutes we’ll cover • The role of content • SEO tips for Wordpress • The “lead” • SUCCES technique at length • The most important thing about content (spoiler: your audience!)
  • 5. Good content • Provides value • Relevance indicated by clicks thrus • Recent, regular, fresh • Best practice: blog weekly • Unique v. duplicated • Diverse with: themes that repeat, special campaigns, evergreen content
  • 6. Optimizing content for search • Differentiate with competitors • For Wordpress, • Tag every keyword that quickly comes to mind • Tag people in the post by first and last name • Use brand name, add titles/attributes to images • Repeat keywords in text and use in post title, headings, bold, links
  • 7. SUCCES from Made to Stick Easy to understand, easy to remember • Simple • Unexpected • Credible • Concrete • Emotional • Story
  • 8. SIMPLE • Don’t bury the lead • Inverted pyramid • Simplicity in terms of UX • Exercise • High concept pitches – make your case compact • Hemingway complete stories in 6 words: “For sale: baby shoes, never used.” • Tell your brand story as a children’s book to focus on its core message
  • 9. UNEXPECTED • Element of surprise • Spark interest • Test of eyebrows and jaws • Make people think • Example • AIDS training for professional athletes
  • 10. CONCRETE • Touchable • Clear • Example • Giving tree - donating X dollars produces Y effect • Other charities seeking donations
  • 11. CREDIBILITY • Interesting details • Stats (internal) • Authorities (external) • Idea: interview industry leaders • Caution with stats! • Active part of brain
  • 12. EMOTIONAL • 2x as effective • Makes people care (and give, in the case of nonprofits) • Argument “The mere act of calculation reduces people’s charity” • Case studies
  • 13. STORYTELLING • Retention • Visualization and photographic memory • Example • Jared of Subway Easy to identify, easy to take away (simple) • Exercise • Examine an article you like and determine the elements that apply • Share a customer testimonial of a positive product or service experience Bonus: use all elements of SUCCES from Made to Stick
  • 14. YOUR TURN! • Use a Style Guide to unify multiple contributors • Create guidelines for grammar, punctuation, emoticon use • Define persona of brand/organization • Eventually – create a Playbook for response and engagement • Plan your Editorial Calendar for the quarter & tie to strategy • Review efforts (ex: monthly basis) to prioritize for the future • Tips on audience, aka the most important thing Questions? email Judi Huck @7huck on Twitter judihuck.com