mastering the blog: a step-by-step plan from launch to leads

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Mastering the Blog:A Step-by-Step Plan from Launch to Leads

Presented by: Patrick Bieser, CEO

•Success Stories•How it Works•Seven Steps •Good, Better, Great•Believing

Mastering the Blog: A Step-by-Step Plan from Launch to Leads

Your target audience.

Success Stories

Digital Photography Equipment600,000 Visitors / Month

Google Top 5 for 5208 Keywords

Natural Health Advice 1,800,000 Million Visitors / MonthGoogle Top 5 for 6464 Keywords

These Blogs Are

Authority Websites(There aren’t very many out there.)

Product and Service Authority

Website Solutions 960 Visitors / MonthTop 5 for 84 Keywords

Queries Clicks Impressions Position

websites for manufacturers 2 19 1

milwaukee software development 1 39 1

creative website wireframe 0 1 1

website design good 0 1 1

website deisgner 0 1 1

manufacturer websites 1 40 1.2

manufacturers websites 2 23 1.3

website manufacturing 1 7 1.4

web design software development 1 24 1.9

manufacturers site 0 9 1.9

orphaned software 2 36 2

manufacture site 0 2 2

manufacture website 0 3 2

manufacturers website 6 117 2.1

orphan software 3 15 2.1

manufacturing web site design 0 34 2.2

manufactures website 2 14 2.3

website manufacturer 2 21 2.4

breakpoints responsive website 0 2 2.5

examples of competitors analysis 0 2 2.5

How it works

46,000 USA Manufacturers(1% looking for new website)

960 searches / month for 84 targeted phrases. 6% CRT = 54 visitors

4% conversion rate….…. 2 new leads 1 Customer!

Path to new customerTraffic: Brand Awareness, SEOContent: Useful, Helpful, Quality

EducationalRepeat Visits, Increasing EngagementLeadSale

Traffic

Awareness

Useful Content

Lead

Sale

Repeat Business

How it works

Northwoods Content Marketing StrategyBlog Portfolio

Long-tail keywords

Website Design

Manufacturing Website Design

Manufacturing Website Design Best Practices

Getting Started in 7 Steps

0 Commit to Content Marketing

What is your value proposition?What are your buyer’s pains and problems?Understand their interests, where they hang out (social media), what they read, who they follow.

1 Research

Identify Content Topics

Keyword Research

Google Analytics

Data

Interviews with

customers & sales

Content Topics+ + =+Social Data

1 Research

Keyword Competitor 1 Ranking

Competitor 2 Ranking

Competitor 3 Ranking

ge healthcare ultrasound 16 3 5

ultrasound supplies 6 3 12

ultrasound probe holder 4 12 8

ge medical systems ultrasound 16 1 7

radiation therapy products 2 11 1

tee probe storage 6 19 3

scan ultrasound gel 6 15 5

ge ultrasound transducers 18 2 1

ultrasound accessories 4 1 4

probe covers 6 >20 17

1 Research – Keyword Analysis

1 Research – Competitive Analysis

1 Research – Ideas and Influencers

Northwoods Workshop: Tuesday July 14

1 Research

Conduct informed brainstorm sessions with team.

2 Produce topics

TIPS:

Don’t overthink it – start with obvious topics that are the easiest to write about and grow from there

Go easy on your team - accept that you’re going to make decisions with insufficient information as you get started

1. Start with writers:• Interns• Retain a professional writer• In-house content marketer

2. Interview Internal Staff• Designers, SMEs, internal experts• Sales, engineers, marketing team

3. Time and Budget• Yes, but don’t panic, you can start small• Blog content has a long shelf life

3 Define your team

Don’t limit to text, include infographics, charts, graphs, images, video

4 Produce Content

4 Produce Content

4 Produce Content

4 Produce Content

Expert Trusted Advice In-Depth Information Surveys / Studies

Videos Charts / Infographics Knowledge Base

4 Produce Content

EMAIL WEBSITE SOCIAL REACH OUT TO INFLUENCERS

5 Promote

BLOG

CampaignsEmail

Marketing

PrintCollateral

SearchEngines

WhitePapers

SocialMedia

5 Promote

Extend the life of content by repurposing in different formats. Make an infographic of popular blog postMake a video / photo gallery of samePublish an update to a postIncorporate popular posts into an eBook

5 Promote

Blog Post Views (Unique Pageviews) and Time on Page

6 Measure

MEASUREREFINEREPEAT

7 Believe

7 Believe

Questions