GET MORE BANG FOR YOUR BUSINESS BLOGGING BUCK

Transcription

1 GET MORE BANG FOR YOUR BUSINESS BLOGGING BUCK INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 5/6 - How Has Blogging Changed and What Should You Do? 5/13 - How to Optimize Your Blog Content 5/20 - Review of Customer Blogs

4 Mark

5 Connor

6 AGENDA 1 Why blogging is so important 2 How has blogging changed 3 What you should adjust

7 1 WHY BLOGGING IS SO IMPORTANT.

8 Blogging is the shortcut to increased web visibility

9 HUBSPOT FACT: Companies who blog 15 times/month generate 5X more traffic.

10 HUBSPOT FACT: B2B companies that blog only 1-2x/month generate 70% more leads than those that don't blog at all.

11 BLOGGING SOLVES FOR PEOPLE Blogging s purpose is to serve people with education so that they are more empowered to make a decision.

12 2 HOW HAS BLOGGING CHANGED.

13 Google doesn't want you to optimize for search engines, they want you to optimize for the people that use search

14 There are a lot more bloggers out there.

15 Making it exceedingly difficult to stand out.

16 In 2004 there were four million weblogs on the internet. In 2013 there were ~152 million blogs on the internet.

17 21% of bloggers considered themselves a corporate or entrepreneur blogger.

18 You can no longer publish a blog without a defined strategy. You need to focus on publishing something that will attract the right people.

19 Talking about yourself and press releases just won't do it anymore.

20

21 You have to have a plan of attack.

22 HUMMINGBIRD

23 Google and people care more about context rather than the specific keywords within the question.

24 KEYWORD MASKING

25 Short-tail keywords matter even less Long-tail keywords matter even more

26 GOOGLE AUTHORSHIP Authorship can assist with Click- Through-Rates. Some sites saw a 35% increase in click-through rate It can give your search results an increased legitimacy. BAD NEWS: Google applied a 15% reduction in the number of rich text snippets in results Dec. 19

27 Why should you think twice about guest blogging? Hint: This man is not a fan of low quality content.

28

29

30 ARE BLOG COMMENTS NO LONGER USEFUL?

31 No. Blog comments are still useful. There is an increase in the number of outlets to make comments.

32

33

34 Social media continues to change the way people consume their information.

35 Social networks grew because of blogging and do not function optimally without it. If someone see s something great on LinkedIn, where should they go to read more?

36 A good blogger writes 500 word posts with a business specific keyword in the title. A smart blogger writes a post designed to be found in search and shared among peers.

37 KNOWLEDGE CHECK The way people consume their information has changed, so we need to as well. Focusing on keywords is a short sighted strategy, its all about ultimately answering the question. Generating engagement with your business is the ultimate goal.

38 3 WHAT YOU SHOULD ADJUST.

39 TOPICAL VS. EVERGREEN BLOGS

40 TOPICAL CONTENT Great for a short-term traffic boost. Works for top of mind posting. e.g. News Jacking

41

42

43 TOPICAL CONTENT STRATEGY Peaks and valleys dependent on publication Difficult to build a subscriber base Will most likely work with a very disciplined strategy

44 EVERGREEN CONTENT Best business blogging strategy Put in the time now, reap the benefits in perpetuity E.g. Top 5 Reasons, How To s

45

46

47 EVERGREEN CONTENT STRATEGY Builds upon itself over time. Traffic never dips down to zero There is a predictable flow of visits by which you can base your projections off of.

48 EVERGREEN CONTENT Best business blogging strategy Put in the time now, reap the benefits in perpetuity E.g. Top 5 Reasons

49 Around 85% of your blog posts should be evergreen blog posts.

50 CONTENT SHARING ON SOCIAL MEDIA It is no accident Ellen has 28.7M followers, look at all the content!

51

52

53 Increase the number of posts you make.

54

55 Blogging can be a bit like the lottery The greater the times you submit, the greater your chances of winning

56 80% of your website visits if coming from only 20% of your total content. Source: Ektron blog

57 Always write numerous posts about every topic you would like to be seen as experts on.

58 For maximum blogging impact you should plan to write in the next 6 months, 10 blogs on a specific topic (or 1 post every other week).

59 QUALITY CONTENT

60 Useful education and information content will attract visitors and entice people to link to your site.

61 WHAT IS QUALITY? Quality content according to HBR would be evidence-based, useful, original and tied back to its mission, while also being shareable.

62 WHAT IS QUALITY? Quality content gets shared. Because if it's naturally shareable, it's making an impact on its readers.

63 QUALITY BLOG CONTENT CHECKLIST 1. Is your blog original? 2. Does the blog provide substantial value as compared to others out there? 3. Does the blog have spelling, grammatical, or stylistic errors? 4. Is the blog driven by genuine interest of readers or is it an attempt to rank well? 5. Is this blog the sort of thing you would want to bookmark or share with a friend?

64 Remember: Quality blog content created to be shared, read, and discussed by people is the ultimate goal.

65 We want to review your blog! Send us your blog URL in the question pane.

66 NEXT STEPS 1. Take an old blog post, identify the topic, and think of three more titles you could write blog articles about. 2. Choose a new long-tail keyword and schedule to write a How To post, a Top 5 post, and a Best Practice post. 3. Identify topics you believe you are a bit thin on in your blog. 4. Write all future blog posts with the mantra helpful, quality, shareable.

67 CLASS RESOURCES HubSpot s Blog Topic Generator Tweak Your Biz Blog Topic Generator Using Long Tail-Keywords: Blogging Worksheet Meme s vs MBA: What is Quality Content Anyway? More Guidance On Building High-Quality Sites (Webmaster Tools)

68 QUESTIONS?

69 THANK YOU.