Business Blogging and Content Marketing 101
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Transcript of Business Blogging and Content Marketing 101
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Blogging & Content Marketing 101How blogging and content marketing can help you build your brand & business
Don Stanley@3rhinomedia
www.3rhinomedia.com
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Our Road Map1. What is it blogging & content
marketing?2. Why do it (business case for it)?3. How to get going (with in class
exercises)
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Your Guide
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Don Stanley 3Rhino MediaUniversity of Wisconsin-Madison@3rhinomedia
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“Well done is better than well
said.” - Benjamin Franklin
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Intros @3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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What is
Blogging & Content Marketing?
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“However beautiful the strategy, you should occasionally look at the RESULTS.”- Winston Churchill
20/80%
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“However beautiful the strategy, you should occasionally look at the RESULTS.”- Winston Churchill
20/80%
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Think Magnets not Sledgehammers
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Process
for blogging & Content Marketing
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1.Know why2.Know who3. Know how
The Starting Line
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Why do it?
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Why• Increase awareness• Build connections• Display thought leadership• Increase traffic• Increase leads• Increase sales
Let’s look at some numbers …
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Traffic@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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97%Businesses with active blogs get97% more leads than businesses
that don’t blog
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50%of consumers say content marketing
has a positive impact on their purchasing decision
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61%of consumers feel better about
a company that has a blog
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62%Lower cost per lead
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80+%Of buying cycle complete
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434%Websites that have blogs have 434% more pages indexed by Google than
sites with out a blog
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Leads@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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Authority
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\When You Have a Question
What do you do?
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5.1 billion searches DAILY!
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DON STANLEY | @3rhinomedia | 3rhinomedia.com
How does it work?Ostrich Marketing Doesn’t Work
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A quick case study: River Pools and Spas
• Founded in 2001
• 3 Person Operation Offering Fiberglass Pools
• Regional Business
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October 10,2007
(7,882)@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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Moneyball: #s that Matter
15%Typical closing
rate in the pool industry
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DON STANLEY | @3rhinomedia | 3rhinomedia.com
A quick case study: River Pools
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W
15%|30Typical closingrate in the pool
industryIf a visitor read
pages
What is the $Ball for Your Business?
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15%|30 =Typical closingrate in the pool
industry
If a visitor read pages
River Pools New closing rate
What is the $Ball for Your Business?
90%
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HOW did they do this?
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They AskYou Answer
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Value of a Single Post?
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Value of a Single Post?
$2.4 M
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Value of a Single Post?
$2.4 MValue of a Two Posts?
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Value of a Single Post?
$2.4 MValue of a Two Posts?
$3.0 M@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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DON STANLEY | @3rhinomedia | 3rhinomedia.com
How Do They Handle Leads Now?
Assignment Selling & 30 page buyers
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DON STANLEY | @3rhinomedia | 3rhinomedia.com
Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:
Here are 4 of the most important
1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing
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DON STANLEY | @3rhinomedia | 3rhinomedia.com
Where to Start? 1: Get Found
Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:
Here are 4 of the most important
1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing
Totals for Jan 1, 2011 – Jan 7, 2013
Totals for Jan 1, 2013 – Jan 7, 2013
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A quick exercise
with questions
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To someone, you are a 4th grader
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Let’s review some real-world case studies.
Please note: each person has • a focus, • a core audience they speak to, • they are not big names outside of their industries,• they don’t have formal degrees in their areas of expertise• are doing very well financially WHILE pursuing their core
interest
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Some case studies
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Gary Vaynerchuk
DON STANLEY | @3rhinomedia | Spring 2013
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Patrick Flynn
DON STANLEY | @3rhinomedia | Spring 2013
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James Wedmore
DON STANLEY | @3rhinomedia | Spring 2013
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break
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We know our
why
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NOW
Who
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“Simplicity is the ultimate sophistication”Leonardo Da Vinci
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Remember EVERYONE starts @zero
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DON STANLEY | @3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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DON STANLEY | @3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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DON STANLEY | @3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com
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Who is my target market?
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20/80or F.O.C.U.S
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Who is my target market?If you are a typical business there will often be more than one target market. Determine who they are and then ask the following:
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Who is my target market?If you are a typical business there will often be more than one target market. Determine who they are and then ask the following:
• What are their goals and aspirations?
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Who is my target market?If you are a typical business there will often be more than one target market. Determine who they are and then ask the following:
• What are their goals and aspirations?• Why are they interested in this topic?
@3rhinomedia | 3rhinomedia.com
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Who is my target market?If you are a typical business there will often be more than one target market. Determine who they are and then ask the following:
• What are their goals and aspirations?• Why are they interested in this topic?• What are their business problems?
@3rhinomedia | 3rhinomedia.com
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Who is my target market?If you are a typical business there will often be more than one target market. Determine who they are and then ask the following:
• What are their goals and aspirations?• Why are they interested in this topic?• What are their business problems?• What tools do they use to find their answers
(Google, Facebook, Forums, etc.)?
@3rhinomedia | 3rhinomedia.com
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What questions do they have?
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Are there cycles for content?
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Are there cycles for content?
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why & whoNow some how
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What tools should I use?
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What tools should I use?Blogging platforms?
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What tools should I use?Blogging platforms?Hosting options?
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What tools should I use?Blogging platforms?Hosting options?Types of content?
@3rhinomedia | 3rhinomedia.com
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What tools should I use?Blogging platforms?Hosting options?Types of content?Social media promotions?
@3rhinomedia | 3rhinomedia.com
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Let’s review
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Let’s reviewKnow why
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