Drive traffic to your business with blogging
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Transcript of Drive traffic to your business with blogging
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Driving traffic to your business with blogging
How creating and maintaining a blog can help you get new customers and keep the ones you have
Katherine RazCommunity Manager, Signalhq.com @katherine_raz
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So, why blog?
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The benefits of blogging for business
● Improves your business' organic search results and generates traffic to your website
● Creates opportunity for inbound links which increase search rankings
● Creates content that can be distributed via social channels, broadening your business' reach online
● Establishes your business expertise and credibility ● Helps with PR efforts as your business has more visibility● Creates community, giving customers a reason to engage with
you online (and helps your mom keep up with your doings!)
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Strategic blogging drives traffic to your site
● Determine keywords which bring traffic to your website● Create a content calendar with post titles that contain those
keywords● Publish regularly and share your blog posts across social
channels (Twitter, Linkedin, Facebook, Google+)● Share your blog posts in your email newsletter● Add share tools to your blog so your blog readers can easily
share posts across their networks● Make sure your blog links back -- in several places! -- to your
main business website or otherwise "captures" traffic
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Keywords for content
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Using analytics to determine blog content
● Search traffic is the most powerful tool you have in determining blog content
● What keywords are people searching for that drive relevant traffic to your business?
● Create blog post titles that mimic search terms you're winning on and those you'd like to start gaining traffic on
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Blog post titles that go for maximum SEO
● Find out what your current search terms are
● Identify valuable keywords using Google Keywords Tool
● Think like a customer: what search terms are they using to find my business or be informed
● Don't get creative with post titles: keyword it out!
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Bad blog post titles
Clear Mistakes: Storm Installation Gone Wrong!
No-wheat Treats You Can Make
Love the Ombre Look? So do these celebs!
How to title your blog posts for maximum SEO
Good blog post titles vs.
5 Mistakes to Avoid When Installing or Replacing Your Storm Windows
Gluten-free Dog Treat Biscuit Recipes You Can Bake at Home
Celebrity Ombre Hairstyles You Should Copy This Fall
with keywords highlighted
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What do you write about?
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What goes on the blog?● Even "boring" or extremely
technical businesses can create interesting blog content by looking at their business from the outside in
● Combine content informed by relevant keyword searches with content that's useful to your customers -- what answers their questions?
● What everyday occurrence at your business has viral potential?
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Giving away the secrets● Successful blogging means
sometimes sharing proprietary content
● Ideally, you're giving customers enough information so they determine they'd rather have you do it for them
● Think like a magician: show people how to do a few simple card tricks that aren't actually included in your show
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Staying organized with a content calendar
● Determine key dates and events ● Write 80% of your blog content with keyword searches in mind● Think like a magazine: establish sections and themes for easy
reading: customer profiles, how to, etc.● Use a spreadsheet to organize information week by week● Determine blog authors and make sure they are responsible for
content● Work in advance to ensure you can get all needed content
together in time to publish
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Self promotion ratio
● Your blog isn't a press release feed
● Create content that engages your audience. What's in it for them?
● Stick to the 80/20 rule of self promotion: 80% user-friendly content, 20% promotion of business services, products and events
● Good content can be promo in disguise
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B2B versus B2C content
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B2B blog content
● B2B blogs may have a smaller audience, but the overall goal is the same: win on search traffic and establish yourself as an expert
● Create content that helps your B2B customers do better business (save money, generate leads, etc.)
● Proprietary data, studies, and information can be a golden opportunity for content
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B2C blog content
● Make your posts shareable, both technically and content-wise
● Tell the story of your business, customers and suppliers
● How can your blog engage the superfan and provide them with more content?
● What back stories add value to your product?
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Getting maximum impact
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Get more mileage with social sharing and RSS
● Make it easy for people to share your posts to social channels by installing a social sharing widget
● Promote your RSS feed so it's easy for readers to subscribe in a feed reader or via email
● Share your own posts across social channels, like Pinterest, Facebook, Linkedin, Google+ and Twitter
● You can share the same post multiple times● Recycle old blog content in "best of" posts and in email
newsletters
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Convert readers into paying customers
● Make your page "sticky" with clear explanations of your business and plenty of places to click for more information
● Ask them to subscribe to the blog or an email newsletter -- and give them a reason to do so
● Get them into the funnel!
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Choosing a blogging platform
● Familiarize yourself with the pros and cons of each platform (for instance, you can't comment on Tumblr posts, but they're highly visual and easily shareable)
● Find a platform that's easy for you to use● Adding a blog to your existing website is as easy as YourSite.
com/Blog or blog.yoursite.com● No matter what, you'll want to make sure:
○ You can monitor analytics and traffic to your blog○ You can manage the flow of traffic from your blog to your
site○ You can easily link to and share posts across social channels
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Which platform should you use?
a few suggestions :
WordpressBloggerTypepadSquarespaceMovable TypeTumblr
It all seems so technical.
How do you set it up?Find a blogging platform that hosts your content, then point your blog page to your hosted content.
OR :Use a flexible blogging platform to host your entire website. (Your blog doesn't have to be your front page.)
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A few blogging tools that'll make your life easier
Resources
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Thanks.
Questions? Feedback?Want to share your own blogging stories?
Contact me anytime.
Katherine [email protected] @katherine_raz