The Why, The What and the How of Business Blogging
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The document outlines the importance and strategies of business blogging, emphasizing the creation of valuable content that appeals to target audiences to drive website traffic. It addresses common barriers businesses face in blogging, such as lack of knowledge and resources, while providing actionable steps on how to get started, including understanding buyer personas and promoting blog content through various channels. Key takeaways highlight the benefits of blogging, such as increased web traffic and leads, encouraging businesses to begin publishing effectively.
The Why, The What and the How of Business Blogging
- 1. The Why, The What and The How of Business Blogging # S M P S
- 2. Kathy Heil C O - O W N E R I N B O U N D M A R K E T E R @ K AT H L E E N H E I L 25 YEARS SALES & MARKETING VETERAN PASSIONATE ABOUT RESULTS MOM TO THREE AWESOME TEENAGERS
- 3. Share Via Twitter # S M P S Follow Us @ S T O RY T E L L E R M N
- 4. Our Agenda • STARTING WITH WHY • WHAT DO I NEED TO KNOW? • HOW DO I GET STARTED? • KEY TAKEAWAYS
- 5. Definition of a BUSINESS BLOG. A collection of articles that provide helpful, valuable, educational, and remarkable content to your target audience. By providing this value, blogs can easily and effectively draw prospects to your website. # S M P S
- 6. # S M P S# S M P S
- 7. Top Reasons Why Businesses Don’t Blog • Don’t understand the benefit • Don’t know where to start • Lack of resources • Don’t have the expertise • Don’t have good writers • Don’t think there is meaningful content • Management doesn’t buy in # S M P S
- 8. Starting with WHY? PA R T 1 O F 4 # S M P S
- 9. vs. T R A D I T I O N A L I N B O U N D Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer–Centric SEO Blogging Attraction Customer–Centric
- 10. S O C I A L LY C O N N E C T E D O W N T H E I R S H O P P I N G E X P E R I E N C E I N C O N T R O L O F T E C H N O L O G Y D E M A N D C O N V E N I E N C E E X P E C T L AT E S T T E C H N O L O G Y C O N N E C T E D T O T H E I N T E R N E T
- 11. # S M P S
- 12. Paid vs. Owned # S M P S
- 13. 0 2000 4000 6000 8000 Don't Blog Blog 434% More Indexed Pages for Companies That Blog # S M P S
- 14. 0 575 1150 1725 2300 Don't Blog Blog 55% More Website Visitors for Companies that Blog # S M P S
- 15. 0 100 200 300 400 500 0-1 2-3 4-5 6-10 11+ 201+ Employees 26-200 Employees 11-25 Employees 1-10 Employees Impact of Monthly Blog Posts on Inbound Leads by Company Size # S M P S
- 17. What Do I Need to Know? PA R T 2 O F 4
- 18. Know Your Audience. If the content on your blog doesn’t appeal to your target audience—your buyer personas—you’re never going to convert all of that traffic into leads and customers for your business. # S M P S
- 19. # S M P S
- 20. # S M P S
- 21. Focus on ONE TOPIC per blog post. If you find you’re writing about something other than what you planned to write, it’s time to break up your post. # S M P S
- 22. Publish as often as you want to get found online. Blog consistently and frequently. # S M P S
- 23. “The ideal length for a blog post is that there is no ideal length.” # S M P S
- 24. 1. Promote blog articles through social posts. 2. Answer questions and link back to a related blog post. 3. Use blog content as fodder to engage in a meaningful conversation. U S E S O C I A L M E D I A .
- 25. 1. Use your personas (and their interests/pain points) to segment your leads and send relevant blog posts. 2. Include articles in an email newsletter. 3. Create a weekly or monthly blog digest email. I N C L U D E B L O G P O S T S I N E M A I L .
- 27. # S M P S
- 30. How Do I Get Started? PA R T 3 O F 4
- 31. 1. Interview Sales 2. Interview Management 3. Interview Customer Service C R E AT E B U Y E R P E R S O N A S
- 32. D E V E L O P Y O U R K E Y W O R D S T R AT E G Y
- 33. 1. Identify Your Contributors 2. Leadership, Marketing, Sales, Customer Service, Engineering C R E AT E A C O N T E N T C A L E N D A R
- 34. # S M P S
- 35. 1. Case Studies 2. FAQs 3. Video 4. Pain Points 5. Culture I D E A S F O R C O N T E N T
- 36. 1. Put a badge on your website 2. Include it in email signatures 3. Publish it on social channels 4. Incorporate into sales strategy 5. Create landing pages S H A R E Y O U R C O N T E N T
- 37. K E Y TA K E A WA Y S 5 5 %I N C R E A S E T O W E B S I T E T R A F F I C 6 7 % I N C R E A S E I N L E A D S 5 7 %O F C O M PA N I E S G E N E R AT E R E V E N U E F R O M B L O G G I N G
- 38. • Start publishing now • Identify your contributing writers • Create your plan and stick to it • Include calls to action • Monitor results • Be patient • Keep writing! K E Y TA K E AWAY S F O R N E W B L O G G E R S
- 39. 1. Start a free blog, continue to blog and then blog some more! 2. Use Google Adwords to help determine your keywords. 3. Create Landing Pages with Unbounce to convert visitors to leads ($49/month). 4. Use LeadIn to understand who is engaging with your content. 5. Use Google Analytics to monitor visitors and traffic. W H AT C A N Y O U D O T O D AY ?
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- 41. “The secret to getting ahead is getting started” # S M P S
- 42. Download Our Blogging Cheat Sheet: http://www.storytellermn.com/smps Leverage Video Blogs on Your Website: http://www.storytellermn.com/smps-2 I N T E R E S T E D I N B L O G G I N G T I P S ?
- 43. Still Stuck? Invite us to do a workshop Content Marketing Inbound Marketing Video Marketing
- 44. Questions? ?# S M P S
- 45. The Why, The What and The How of Business Blogging # S M P S