General assembly blogging for business - final
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Transcript of General assembly blogging for business - final
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Blogging For business
Ritika PuriChief Story Wrangler, UserGrasp
Cultivate Your Brand. Grow Your Reach.
Suzanne BaranChief Strategy Officer, Sticks and Stones Agency
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your blog = growth engine.
WHAT YOU’LL LEARN 2
Between-the-Lines:-Fails & Wins-Learning Curves-Actionable Tactics.
‣ Know Your Goals‣ Build Connections‣ Recruit an Audience‣ Get Started
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Why blog? 3
Teach. Learn. Lead. Connect.‣ Solve your audience’s problems‣ Connect through compelling stories‣ Learn something new‣ Build human interest & trust
Stop SellingYour Turn
Blogging + Open Dialogue = Win
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Know your goals.
BLOGGING FOR BUSINESS
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Business TypeSoftware
Target AudienceMarketers (Small Business to Fortune 500)
Goals-Customer Acquisition & Loyalty
-Visibility
-Social Capital
5Know your goals
CRAZY EGG’S STORY
Source: Public interviews with Russ Henneberry (former editor) & Kathryn Aragon (current editor); conducted via Ritika Puri; 2012-2013
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CRAZY EGG’S STORY
Know Your Goals 6
‣ Produce actionable content‣ Recruit industry leading contributors‣ Drive conversions (trial sign-ups)
“Traffic growth has been on average 10 to 15 percent month over month, and subscriber growth really picked up at the six month mark.” -Russ Henneberry (Former CrazyEgg Editor),
January 2013
Source: Public interviews with Russ Henneberry (former editor) & Kathryn Aragon (current editor); conducted via Ritika Puri; 2012-2013
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7Know Your Goals
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Key areas & examples
Know Your goals 8
Revenue
Brand Assets Networking
Influence
-Leads-Customers-Retention
-Community-Pre-launch audience-Customer Feedback-Social Virality
-Partnerships-Introductions
-SEO-Branding-Social Presence
Sales
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Build connections.
BLOGGING FOR BUSINESS
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Build connections 10
Business TypeB2B - Advertising solutions
Target Audience-Small to medium business owners -Local and national markets
Goals- Education and participation- Create & deliver content via multiple channels
- Consistent messaging across all platforms
AT&T’S STORY
Source: AT&T Small Business Solutions Content Marketing Plan; led by Suzanne Baran; 2012
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Build connections 11
AT&T’S STORY
Source: AT&T Ad Solutions Market Facts, adsolutions.att.com, 2012; Local Insights Report, corporate.yp.com; 2012
‣ Many products and services ‣ 12 business verticals‣ Diverse target customers‣ Fragmented and limited content
‣ No consolidated strategy‣ YP and AT&T brand identity crisis
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Build connections 12
AT&T’S STORY
Source: Content Marketing Plan; led by Suzanne Baran; 2012
‣ Unite customer needs‣ Specify topics & types‣ Alleviate pain points‣ Define outcome
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Build connections 13
AT&T’S STORY
Source: http://adsolutions.yp.com, 2013;
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Customers Content
Build connections 14
‣ Solve users’ problems‣ Communicate human-to-human‣ Be quality driven‣ Don’t self-promote
Source: Scott Brinker (Ion Interactive) for SearchEngineLand
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Content sales
Build connections 15
‣ Understand user psychology‣ Build relationships‣ Sell through storytelling
Source: Scott Brinker (Ion Interactive) for SearchEngineLand
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Recruit an audience.
BLOGGING FOR BUSINESS
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Business TypeMarketing Agency
Target AudienceStartup Founders
Goals-PR
-Exposure
-Leads
17Recruit an audience
ONBOARDLY’S STORY
Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
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18Recruit an audience
ONBOARDLY’S STORY
Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
‣ Growth began at four-month mark‣ As of January 2013, blog has driven 42,000 unique visits‣ 10-40% month over month growth for 6 consecutive months
“Our blog drives approximately 70% of our overall traffic.” -Renee Warren, Onboardly Co-Founder, June 2013
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Recruit an audience 19
ONBOARDLY’S STORY‣ Guest posts through high-traffic channels‣ Off-site interviews‣ Dedication to SEO
“Choose 3 core keywords for your blog categories. Then, identify a list of secondary keywords that are slightly less competitive to support your high-level effort.”
-Heather Anne Carson, Onboardly Co-Founder, June 2013
Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
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Core strategies
Recruit an audience 20
Guest Posts
Social Promotion
Answer Existing Questions
Paid Channel Acquisition
SEOContentSyndication
LinkedIn Groups
Quora
Communities
Business Partners
Media Channels
Active
Passive
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Get started.BLOGGING FOR BUSINESS
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Areas to Tackle
Get Started 22
Audience
Voice Development Business
-Personas-Psychology-Interests-Attitude
-Tone-Style-Brand Persona
-Budget-Tools-Editorial Calendar-Content Types-SEO
-Conversions-Sales-Distribution
Sales
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Voice, Tone & Messaging
Get started 23
Source: Margot Bloomstein: Message Matters, Content Strategy Conference Notes; 2011, Kevan Gilbert, blog,contentgather,com; 2012
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Voice, Tone & Messaging
Get started 24
Source: Margot Bloomstein: Message Matters, Content Strategy Conference Notes; 2011, Kevan Gilbert, blog,contentgather,com; 2012
“If you don’t know why or what you need to communicate, how will you know if you succeed?” -Margot Bloomstein
‣ Keep it consistent‣ Infuse personality‣ Have a two-way conversation
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Voice, Tone & Messaging
Get started 25
Source: Margot Bloomstein: Message Matters Duo Consulting Confab conference; 2011
Card Sorting
Step one:-Who we are-Who we are not-Who we’d like to be
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Voice, Tone & Messaging
Get started 26
Source: AT&T | YP Content Marketing Plan by Suzanne Baran; 2012
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EDITORIAL CALENDAR + SEO
Get started 27
Source: Kapost.com; 2013, AT&T | YP Content Marketing Plan by Suzanne Baran; 2012
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EDITORIAL CALENDAR & SEO
Get started 28
Source: YP Content Marketing Plan by Suzanne Baran; 2012