If you're serious about blogging for business, this is the presentation for you. Filled with real-world examples, data, experiments, and lessons from social media and content strategist Jay Baer, this 12 Imperative Must Dos for the Serious Blogger presentation is from Blogworld Expo 2012.
6. @jaybaer
Your blog plays a serious role in your business.
You make money from your blog (directly, or
indirectly).
You want to improve your blogging results and
break through to the next level of success.
19. @jaybaer
Blogging is an information meritocracy
Blogging is the most competitive form of
communication other than word of mouth
For whom are you writing?
Better to be the favorite blog of fewer people than
to be the “meh” blog of a larger group of people
21. Key Question:
“Because of this
blog, <specific audience or
persona> will <specific
benefit>.”
22. @jaybaer
Better understand what you’re creating, and for
whom
Especially useful exercise for group blogs
Write 50 headlines of posts you could (and would
want to create)
Identify the questions you’ve answered and the
topical scatter pattern
Who needs those answers? That’s your audience
23. @jaybaer
1. Digital Marketing for
Agencies
2. Email and Social
Confluence for Marketers
3. Social Media for Marketing
Directors and Owners
4. Social and Content
Acceleration for Social
Media and Content
Managers
SocialPros.com
49. @jaybaer
Unless you’re selling ads, traffic has very little
inherent value
It’s about behavior, not page views
Your blog must have an overall Call-to-Action and
each post should have one too
53. @jaybaer
Community drives repeat visits and sharing behaviors
“The difference between an audience and a
community is the direction the chairs are facing.”
-- Chris Brogan
56. @jaybaer
Your community isn’t your validation, you are (and
the numbers are)
You want community, but you don’t need it
Blog comments are not a business model – nor even
a particularly sound metric
64. @jaybaer
What is your REAL goal?
Your REAL goal is something that sustains you
Blog comments isn’t a real goal
Blog traffic isn’t a real goal
Retweets isn’t a real goal
Each of these is a link in the chain toward your real
goal (maybe)
65. @jaybaer
Number that count up from zero are usually inferior
to ratios and percentages
Set up Goals, Funnels, and Events tracking in Google
Analytics to measure behaviors that drive
sustainability and financial meaning
Even if you don’t sell online, there are behaviors
that matter to your business
66. @jaybaer
% visits to newsletter
page, and conversions
(subscriptions)
70. @jaybaer
After looking at top-level goal completions and
ratios, examine where those conversions are coming
from
Search? Which keywords? Which posts?
Social? Which venues? Which tweets/updates?
Use Google’s new Assisted Conversions to credit appropriately
73. @jaybaer
Slideshare!! (connect to Linkedin, too)
Scribd
Comments on other blogs (huge, especially at first)
YouTube
Pinterest
Instagram
Podcasts
Etc. etc.
76. @jaybaer
Do More Icons = More Shares?
Scrolling or non-scrolling?
Do you support the new kids on the block?
Pinterest
Buffer
Industry-specific sharing buttons?
77. @jaybaer
Build a well of good will
Shine the light on others, and the light will shine
back on you
It’s not quid pro quo, but if you want your content
to be shared, be a great sharer
Share down, not just up