Blogging for Business and SEO that Works

Content.Blogging for Business (and a little SEO that works)

@redpaperclip

Sunday, 24 March, 13

• Explore Fundamentals of Content Creation

• Explore Fundamentals of SEO

• We will fly through this

• Don’t kill yourselves taking notes, this is already on my blog.

What to expect today:


Who are We?

Why we’re ok...


Everyone Communicates...

Few Connect.


• (Theodore) Sturgeon’s Law,1958

• Written in defense of Science Fiction against attacks by people who selected the worst work to make an example of.

• Even more applicable in business blogging because what makes great content has been ignored by so many.

• This is why there are still so many success stories among blogs, and why they will remain a successful medium.

“90% of everything is CRAP”


What is Content?

What is content to you?


Content is Story.

Brand Story

Client Stories

Staff Stories

Product Launch

Product Creation

Community Stories


Content Types.


Content Types.

• Articles

• Photos

• Videos

• Video Blogs/Podcasts

• Comments

• Shares

• Podcasts

• Slides/Presentations


Content Credibility.


Define Audience.


Define Your Focus.


Your Focus.

• What do you want to see in the world?

• Where do you want your blog to to be in the marketplace?


We help ________ [your audience] to _________________ [what you want them to do] so that _______ [your blog focus].

Your Blog Content Focus.

Every decision you make needs to justify this mantra.


The Story of Layout

• Placement

• Navigation

• Audience Expectations

• Your Content Focus


The Story of Layout


A Word About SEO...

SEO is HUGE.


A Word About SEO...

Content Access. & Web Structure

Keyword Research

Link Building

Social

Not today.

TODAY!

Not really.

Later today.


Keywords.

There were 587,000,000 results...


Keywords.

High Competition = Lower Conversions

Lower Competition = Higher Conversions


Keywords.


Keywords.

Long-tail Keywords are the means to better local results.

noun description + city + province[mountain climbing Edmonton, AB]


Google’s Keyword Tool.


How to Build Keyword Lists.

Executives Front Line Staff Customers


Title Tags.


Meta Tags.

People read this

No one cares...


Description Lengths.


Anchor Text.


Image Text Attributes.


On-Page Copy.

Keywords Matter Here!

• Headlines/Subheadings (H1, H2 Tags)

• “Top Copy” or LEDE

• Bullets

• Tag Clouds, Browse Lists, etc.

Works for people AND search engines!


On-Page Copy.


Audience Language & Tone.


Types of Posts.

• Breaking News/Briefs/Reportage

• Personal Stories/Essays

• How-tos/DIYs

• Opinion/Op-eds/Expert Interviews

• Research/Academic Work

• Investigative/Documentary


Make Content Actionable.

Ask Yourself:

• Are there takeaways or points of actions from the content?

• Is there any specific calls to action?

• Are there steps explaining how to do something or move further?

• Does every section add value to the message?


Headlines.

Most important content EVER!

• Inform

• Entertain

• Contradict

• “EXPRESSES POWER” (so say men)


Headlines Reveal

• Lust

• Mystique

• Alarm

• Prestige

• Power

• Vice

• Trust


Fascinators!

Demure Princess. Ugly Duckling?


TOP POLITICOS LINKED TO SOCCER MOM SEX RING!

Adjectives Reveal Story.


My Sexy Secret Sauce.

Keywords

+

Fascinators (Adjectives)

=

KILLER HEADLINE


Your Community.


Your Community.

• What do you know of them?

• What do you know you can ask of them?

• Share

• Contribute

• Choose (polls)


“People First.”

• Who are your people?

• What are you offering them? How will it work?

• Where are your people and what are they doing when they get here?

• What are you asking them to do? (Share, Contribute, Buy)

• What’s working? What’s missing?


Writing Content: The Truth.

“Nothing is original.” Jim Jarmusch


Cooking with Content: Marinade


Marinade?

• Complexity and simplicity

• It “cures” whatever sits in it

• Marinades take time to taste great


“Blend Your Ingredients.”


“Work It In.”

• Talk to other departments, a mentor, or trusted source outside the company

• Post about the topic BEFORE the post publishing date

• Use social media as a springboard


“Seal in Flavour. Sear in Flavour.”


“Plate it.”


“Tasting!”


Leftovers!


Rewrite, Reuse, Repurpose.

• Refer back to your focus and determine “evergreen” content (content that never fades)

• Fundamentals are a great place to start (how to’s, “101s,” etc.)

• No one will get tired, because no one pours through everything


Questions?


Thanks!

@redpaperclip


Blogging for Business and SEO that Works

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