Optimized Blogging That Inspires Action

@LeeOddenTopRankMarketing.com

TopRankBlog.comOptimizeBook.com

@leeodden

ContentMarketing

#1

Image: Shutterstock

@leeodden

Growth of Content MarketingGoogle TrendsU.S. Business Category QueriesPast 5 Years (2008 – 2013)

“Content Marketing”

“Social Media Marketing”

“Search Engine Marketing”

@leeodden

Where Does Blogging Fit?

Content Marketing

Social Media

SEO

Business Blog Public Relations

Customer Service

Talent Acquisition

Offline to Online

Customer Lifecycle

Awareness

ConsiderationPurchase

Retention

Advocacy

Interest

@leeodden

Blogs = Trust & Influence

Source: Technorati Digital Influence Report 2013

@leeodden

Our Agency Blog Example: toprankblog.com

Started Blogging 2004News, Tips, Liveblogging, SEOIntegrated Social NetworkingShifted to Customer TopicsLayered Content PlanOperationalize PromotionOngoing Performance Optimization

@leeodden

How Do We Want to Be Known?

Blog

Speaking Thought Leader

Smart PlaceTo Work

Consulting

Useful Resource

@leeodden

?What Problems Can We Solve?

WhatWhen

Where

Who

How

Why

ToolsStrategyBest PracticesTacticsTipsExamplesCase Studies

ContentSearchSocialDigital PRB2BB2CVerticals

@leeodden

B2B Blogging: Be Useful & Multiply

Social Media for SMBs

Useful content about social media topics to support small business interests.

• Best practices, tools• Thought leader interviews• Supports social content

promotions (eBook)

@leeodden

B2B Blogging: Be Useful & Multiply

Measurement:

Reach & Consumption

• Organic search traffic• Social traffic• Direct traffic• Page views• Topic popularity• Social shares, comments• Inbound Links

@leeodden

B2C Blogging: Facts Tell, Stories Sell

Luxury Living Blog(Cars, Homes, Yachts, Planes)

Blog Topics - What Customers Care About:

Stories about celebrities, brands, news ANDluxury rentals

Useful, Informative and Entertaining: “Cool”

@leeodden

B2C Blogging: Facts Tell, Stories Sell

Measurement:

Reach, Engagement, Inquiries

• Organic search visibility• Social & direct traffic• Content engagement,

shares• Inquiries• Conversions

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What Can Your Blog Achieve?

• Brand Awareness• Elevate Publicity• Support Customers• Recruiting• Attract New

Business, Referrals

• Self Expression• Exercise in Writing• Useful Resource• Connect with Bloggers• Contribute to the

Community

Personal Goals: Business Goals:

@leeodden

So What’s Stopping You?

Image Source: Shutterstock

@leeodden

Why Business Blogs Fail

No clear objectivesUnrealistic expectations and resource

allocationNot sourcing content - long termNo feedback mechanismsDo it yourself syndromeNo Blog & Social Content Plan!

@leeodden

@leeodden

Optimize & Socialize in 4 Steps

Awareness, Interest, Consider, Buy

Why they buy = topics & search keywords

Who, What, Why, When, Where, How

Social & SEONetworking,Link Building

1 2 3 4Understand YourAudience Accordingto Their Objectives

Use a ContentCalendar to Organize & Optimize

Map CustomerNeeds to Topics &Search Keywords

Grow Social Networks, Promote Content & Optimize Performance

@leeodden

Plan & Optimize for Customers

Get to KnowYour Community

Discover

Consume

Act

@leeodden

Optimization ModelPersonal Digital Presence – Phase 2

Attract

Engage

Convert

Optimize 360 Model

@leeodden

@leeodden

• Collect data• Analyze and create segments• Create a profile for target

audiences• Map buying cycle events• Identify keyword clusters and

content types for personas• Implement with content creation,

optimization & promotion

Audience Segmentation

@leeodden

• Demo: Male, 30-35, Owns SMB, 80-95k• Behaviors: Read, share, moderate

interaction• Preferences: Tips, Opinion, Image Rich

content• Publish/Share: Comments, Status Updates,

Bookmarks• Top Keywords: office cleaning, cleaning

services• Social Sites: Twitter, Facebook,

StumbleUpon, Blogs• Participation: Join, Collect

“Stan” Small Business Owner

Build Profiles “Best Customer”

@leeodden

Keywords

Content Plan

CreationCuration

Profiles Guide Blog Topics, SEO

But Not ALL the time for ALL content

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Blog Hub & Spoke

BlogHub

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Map Content to Customer Journey

Prospect Pain Points• Multiple Locations to Clean• Single Solution Vendor• After Hours• Quick, Efficient Service• Scale Up or Down Easily

Sales Cycle Keywords Social Topics Content Type

Awareness Facility cleaning scalable facility cleaning services

Blog post, articles in relevant magazines

Interestrobot cleaners, scalable facility cleaning

What types of automated cleaners are there?

Webinar, Demonstration video, White Paper

Consideration robot cleaner reviews

What are the best robotic cleaners?

Product specifications. Comparison to competitors

Purchaserobot, Zrobot how to buy, Zrobot prices

Procurement process, Leasing/Purchase Buying guide, RFQ form

Retention Zrobot management tips

How to get more uses from your Zrobots

Blog posts, guest posts, video

Advocacy Zrobot fans, Zrobot accessories

Zrobots user group Q and A, tips

LinkedIn group Forum, Zrobot Newsletter

Stan: Small Business Owner

@leeodden

Optimized Blog Plan

Free Download XLS at: http://tprk.us/keyedcal

@leeodden

8 Blog Content Ideas

1. Oreo Cookie News Posts2. Short Lists - 5 (Keyword) Tips on (Action) (Goal)3. Large Collections - Complete Guide to (Keyword)4. Interview Influentials – Broad & Niche5. Curate Comments – Your blog, your comments off blog6. Crowdsource – Survey, polls, contests that result in content7. Ask SMEs Questions – Won’t blog, but will talk8. Frontline Staff – Service & Sales, BCC Answers to content

team

@leeodden

Winning Blog Action Formula

Your Passion+ Customer Needs

= Stories ThatAttract, Engage & Convert

@leeodden

Blog Action Checklist

Pick your goals & work backwards to identify measurement & approach

Inventory resources: People, Plan, Time Learn readers questions & goals – help them Plan stories that infotain & inspire action Invest in community, get paid in infinite ideas Monitor progress, optimize performance

@leeodden

“Optimize is the playbook you’ll need to run an effective program.”Scott Monty, Ford

“Optimize shows you how to put content, search & social to work for your business.”Ann Handley, MarketingProfs

“Optimize shows you how to put content, search & social to work for your business.”Joe Pulizzi, Content Marketing Institute

“If I were lazy, I could cheat and use Lee Odden’s book as my road map for this coming year’s business.”Chris Brogan, Human Business Works

Get OptimizeBook.com

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Thank You

Lee Oddenlee@toprankmarketing.comTopRankMarketing.comTopRankBlog.com877 872 6628@TopRank

http://slideshare.net/toprank