july wine and web: blogging basics + workshop

Wine & Web #26

Andy Crestodina@crestodina #wineweb

Blogging Basics & Workshop

WHY BLOG?

Source: HubSpot: State of Inbound Marketing 2012

Blogging Frequency, Customer Acquisition

Percentage of bloggers who acquired a customer through their blog…

Source: HubSpot: State of Inbound Marketing 2012

59% say blogging is critical or important

WHERE TO

BLOG

Blog on your own domain

IDEAL

ALSO GOOD

BAD

http://www.website.com/blog

http://blog.website.com

http://myblog.wordpress.com

Don’t build on rented land

Sorry, Seth!

That’s why it’s called Domain Authority

TOPICS &

HEADLINES

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

- David Ogilvy

Source: Conductor: 5 Data Insights into the Headlines Readers Click

• Normal“Ways to Make Drinking Tea More Delightful”

• Question“What are Ways to Make Drinking Tea More Delightful?”

• How to“How to Make Drinking Tea More Delightful”

• Number“30 Ways To Make Drinking Tea More Delightful”

• Reader-Addressing“Ways You Need to Make Drinking Tea More Delightful”

5 Kinds of Headlines

Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750

Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750

5 Kinds of Headlines

Source

WORKSHOP!Let’s do this thing…

WRITING &

STRUCTURE

Copy is never written. Copy is assembled.

Eugene Schwartzcopywriting legend

Source: Social Triggers

Source: Web Content Checklist

Content

Checklist

FORMATTING

BREVITY

PROMOTION

Search traffic through…keyword research, keyword usage

Social traffic through…promoting content on social networks, responding to comments

Email traffic through…List growth, email design, timing & testing

50% Creation, 50% Promotion

Guest Blogging = Link Building + Online Networking

The spike …and the long tail

Initial spike from email marketing and social promotion(one week)

20 to 40 visits per dayfrom organic search(months or years)

SEO: slow but powerful

WHO HAS TIME

FOR THIS

STUFF?

CommitFrequency and your content calendar

CurateWrite list Posts, keep a device for capturing, do interviews

DelegateWork with your team, using the methods they prefer

Get HelpOutsource! Leverage editors, ghost writers, co-authors

It’s a process…

Wine & Web

Andy Crestodina@orbiteers #wineweb

Thank you!