Blogging Basics

of 26 /26
Go On, Get Your Blog On Blogging 101

Embed Size (px)

description

B2B companies that blog effectively can increase awareness, preference and credibility, as well as generate and nurture leads all the way down the sales funnel.

Transcript of Blogging Basics

  • 1.Go On, Get Your Blog OnBlogging 101

2. Page 2 2012 Marketo, Inc. Marketo Proprietary and Conden:al 3. Executive Overview B2B companies that blog generate 67% more leads per month than those who do not. 2/3 of marketers say their company blog is cri:cal or important to their business. B2C Companies that blog generate 88% more leads per month than those who do not. 77% of Internet users read blogs Page 3 2012 Marketo, Inc. Marketo Proprietary and Conden:al 4. Agenda Blogging Fundamentals Create Content For Your Target Audience Your Blog & SEOPage 4 2012 Marketo, Inc. Marketo Proprietary and Conden:al 5. Agenda Blogging Fundamentals Create Content For Your Target Audience Your Blog & SEOPage 5 2012 Marketo, Inc. Marketo Proprietary and Conden:al 6. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your TargetAudience 3. Quality & ConsistentContent 4. Promote & Share 5. Track ResultsWhat are the key objectives?BrandingPublic RelationsSEOCustomer ServiceSalesPage 6 2012 Marketo, Inc. Marketo Proprietary and Conden:al 7. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your TargetAudience 3. Quality & ConsistentContent 4. Promote & Share 5. Track Results How will you track progress? Number of posts Comments SEO Improvement Lead GenerationPage 7 2012 Marketo, Inc. Marketo Proprietary and Conden:al 8. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand YourTarget Audience 3. Quality & ConsistentContent 4. Promote & Share 5. MeasureWho are they? What problems do you solve?Prospects Clients Employees Industry InfluencersPage 8 2012 Marketo, Inc. MediaMarketo Proprietary and Conden:al 9. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Quality Content Focus your blog topic Write for your target audience Recruit guest writers in yourindustryPage 9 Create categories & use Proprietary and Conden:al 2012 Marketo, Inc. Marketo 10. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Consistent Content Create a blog content calendar Set blog posting goals; ie: 2x/wk Create posts in advance &schedulePage 10 2012 Marketo, Inc. Marketo Proprietary and Conden:al 11. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track ResultsPromoting your blog is key.Read & Comment on other blogsLink to other blogsPromote/mention other bloggersRespond to blog commentsPage 11 Make it easy to subscribe & share 2012 Marketo, Inc. Marketo Proprietary and Conden:al 12. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Blog results should be weighedagainst blog objectives.Web AnalyticsRSS Feed subscriptionsSocial Media Engagement; ie: shares,likes, RTsPage 12 2012 Marketo, Inc. Marketo Proprietary and Conden:al 13. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Progress should be weighed against the metrics you choose. Weekly/Monthly posts Number & Quality of Comments Calls to action to drive leadsPage 13 2012 Marketo, Inc. Marketo Proprietary and Conden:al 14. Agenda Blogging Fundamentals Create Content For Your Target Audience Your Blog & SEOPage 14 2012 Marketo, Inc. Marketo Proprietary and Conden:al 15. Blogging 101 Create Blog Posts For Your Audience Focus Your Topic Title Image Outline The Problem Provide The Solution Strong Call To ActionPage 15 2012 Marketo, Inc. Marketo Proprietary and Conden:al 16. Blogging 101 Focus Your Topic What point do you want to make? What action do you want your reader totake? Are you trying to convince, persuade, lead,inform, etc? Page 16 2012 Marketo, Inc. Marketo Proprietary and Conden:al 17. Blogging 101 Title Provide A Solution Be Interesting, Relevant, Surprising Consider Keywords Example: 5 Myths About Marketing Automation Lead Nurturing Through Social Media 6 Ways to Shorten Your Sales Cycle Page 17 2012 Marketo, Inc. Marketo Proprietary and Conden:al 18. Blogging 101 Images Catch the readers eye Draw visually motivated readers into the content May also improve SEO Page 18 2012 Marketo, Inc. Marketo Proprietary and Conden:al 19. Blogging 101Outline The ProblemWhat problem does your audience likelyhave and how you can help solve thatsolve in the post?Potential Problems Increase quality followers on Twitter Engage with media on Facebook Social media implementation & time managementPage 19 2012 Marketo, Inc. Marketo Proprietary and Conden:al 20. Blogging 101 Provide The Solution Once the problem is identified, offer yoursolution in a way the reader can fullyunderstand. Possible formats: Step by step List ResourcesPage 20 2012 Marketo, Inc. Marketo Proprietary and Conden:al 21. Blogging 101Strong Call To ActionAsk readers to take a clear action.Possible actions: Share tips, feedback, insights Direct them to a landing page Download another form of content; ie: white paper, ebook, case study Page 21 2012 Marketo, Inc. Marketo Proprietary and Conden:al 22. Agenda Blogging Fundamentals Create Content For Your Target Audience Your Blog & SEOPage 22 2012 Marketo, Inc. Marketo Proprietary and Conden:al 23. Blog as a Marketing ToolBlogs with great content can beeffective marketing tools. Blog Blogs with great content that are optimized AND promoted create overwhelming competitive advantages. Blogkeywordskeywords keywordsPage 23 2012 Marketo, Inc. Marketo Proprietary and Conden:al 24. Blogging 101SEO For BloggingKeyword in TitleKeyword in postDevelop a post concept witha keyword in mind to ensurethat the post naturallyspeaks to that term. EnsureKeyword links the keyword is present into relevant key areas that help thewebpage reader and the searchengine understand the themof the post.Page 24 2012 Marketo, Inc. Marketo Proprietary and Conden:al 25. Blogging 101SEO For BloggingKeyword rankingPage 25 2012 Marketo, Inc. Marketo Proprietary and Conden:al 26. Thank You! For more :ps, download the B2B Blogging Cheat Sheet, part of the Marketo Social Media Success Kit. www.Marketo.com Page 26 2012 Marketo, Inc. Marketo Proprietary and Conden:al