This presentation is for startups that want to manage and run an awesome blog. Learn how to put together an great blog objective, editorial calendar and content schedule based on your audience.

1. Hackerting sharing series
http://blog.hackerting.com
Managing a great startup blog
May 2012
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2. Who is this presentation for?
• Founders of early-stage technology companies
• First marketing / business hires at a startup
• Marketing hackers (engineers who like
marketing)
eCommerce SaaS & cloud apps Mobile apps
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3. What is this presentation’s objective?
• Share strategies to manage an awesome blog
• Provide an outline for a blogging strategy
• Share some examples of successful blogs
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4. 3 first steps to an awesome blog
• Understand your audience
• Define your blog’s objective
• Create a blog editorial calendar
Write often
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5. Blog Audience
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6. 2 Questions you need to answer about
your audience
• What kind of information are they looking for?
– This will drive your content strategy – are they
looking for tips & tricks? Survey data? Market
research data? Industry benchmarks?
• How do they consume information?
– Do they tend to mostly consume info on-the-go
(mobile) – short posts?
– Are they more visual and video inclined (use
Youtube videos & Infographics instead of blog
posts)
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7. Audience: things you need to consider
• B2B audience
– Industry, company size, title of buyer & location
• B2C audience
– Demographics (age, gender) & content
consumption patterns (mobile, time-of-day)
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8. Blog Objective
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9. Blog Objective Examples
• Increase awareness among customers
• Be an industry thought leader
• Use blog as a customer acquisition strategy
• Customer education via blog
Find 21 other objectives at
http://blog.hackerting.com/post/23151983269/list-of-21-blogging-objectives-and-how-to-measure-t
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10. Great startup blog examples
• Customer education
– Hubspot (http://blog.hubspot.com/)
• Tips, tricks & stats for users
– Mint (https://www.mint.com/blog/)
• Industry thought leader
– Kissmetrics (http://blog.kissmetrics.com/)
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11. Editorial Calendar
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12. What is an editorial calendar?
An outline of the content
that’s important to your
audience organized by
categories & driven by a
schedule
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13. Editorial calendar is driven by
audience and your blog objective
Categories Schedule Outline
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14. Complete as much of an outline as
possible
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15. How does one come up with a list of
topic outlines?
• List of questions your audience asks
• List of interesting topics for your audience
• Surveys & market research data summarized
• Analysis of industry events & news (very
useful for B2B)
• Customer stories – how are users using your
product / service
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16. Write often
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17. Write often
The key to a successful
& popular blog is
consistency and
discipline – post often
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