Marketo blogging basics

Go On, Get Your Blog OnBlogging 101

http://www.marketo.com/

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

http://blaugh.com/2007/01/04/act-like-a-professional/


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 “critical” 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


Agenda

• Blogging Fundamentals • Create Content For Your Target Audience• Your Blog & SEO


Blogging Fundamentals

1. Set Goals & Metrics2. Understand Your Target

Audience3. Quality & Consistent

Content4. Promote & Share5. Track Results What are the key objectives?

• Branding• Public Relations• SEO• Customer Service• Sales



1. Set Goals & Metrics2. Understand Your Target

Audience3. Quality & Consistent

Content4. Promote & Share5. Track Results

How will you track progress?• Number of posts• Comments• SEO Improvement• Lead Generation



1. Set Goals & Metrics2. Understand Your

Target Audience3. Quality & Consistent

Content4. Promote & Share5. Measure

Who are they? What problems do you solve?

• Prospects• Clients• Employees• Industry Influencers• Media



1. Set Goals & Metrics2. Understand Your Target Audience3. Quality & Consistent Content4. Promote & Share5. Track Results

Quality Content• Focus your blog topic• Write for your target

audience• Recruit guest writers in

your industry• Create categories & use

keywords




Consistent Content• Create a blog content calendar• Set blog posting goals; ie:

2x/wk• Create posts in advance &

schedule




Promoting your blog is key.•Read & Comment on other blogs

•Link to other blogs

•Promote/mention other bloggers

•Respond to blog comments

•Make it easy to subscribe & share




Blog results should be weighed against blog objectives.

• Web Analytics• RSS Feed subscriptions• Social Media Engagement; ie: shares,

likes, RT’s




Progress should be weighed against the metrics you choose.

• Weekly/Monthly posts• Number & Quality of Comments • Calls to action to drive leads


Agenda



Blogging 101

Create Blog Posts For Your Audience• Focus Your Topic• Title• Image• Outline The Problem• Provide The Solution• Strong Call To Action


Blogging 101

Focus Your Topic• What point do you want to make?• What action do you want your reader to

take?• Are you trying to convince, persuade, lead,

inform, etc?


Blogging 101

Title • Provide A Solution• Be Interesting, Relevant, Surprising• Consider KeywordsExample:

“5 Myths About Marketing Automation”“Lead Nurturing Through Social Media”“6 Ways to Shorten Your Sales Cycle”


Blogging 101

Images• Catch the reader’s eye• Draw visually motivated readers into the content• May also improve SEO


Blogging 101

Outline The ProblemWhat problem does your audience likely

have and how you can help solve that solve in the post?

Potential Problems• Increase quality followers on Twitter• Engage with media on Facebook• Social media implementation & time

management


Blogging 101

Provide The Solution Once the problem is identified, offer your

solution in a way the reader can fully understand.

Possible formats:• Step by step• List• Resources


Blogging 101

Strong 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


Agenda



Blog as a Marketing Tool

Blogs with great content can be effective marketing tools.

Blogs with great content that are optimized AND promoted create overwhelming competitive advantages. Blo

gkeywords

keywords

keywords

Blog


SEO For Blogging

Blogging 101

Keyword in Title

Keyword in post

Keyword links to relevant webpage

Develop a post concept with a keyword in mind to ensure that the post naturally speaks to that term. Ensure the keyword is present in key areas that help the reader and the search engine understand the them of the post.


SEO For Blogging

Blogging 101

Keyword ranking


Thank You!

For more tips, download the B2B Blogging Cheat Sheet, part of the Marketo Social Media Success Kit.

www.Marketo.com

http://www.marketo.com/b2b-marketing-resources/b2b-marketing-cheat-sheet/b2b-blogging-cheat-sheet.php

http://pages2.marketo.com/b2b-social-media-success-kit-form.html?offer=B2B%20Social%20Media%20Success%20Kit

http://www.marketo.com/

Marketo blogging basics

Technology

Transcript of Marketo blogging basics