blog basics

2

At its core, marketing is about getting results.

3

Clicks / downloads

Visits to the store / office

Reservations /

appointments Calls

What kind of results?

Revenue / donations

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Content is currency.Be the source your readers know, like and trust.

Answer your customers’ questions.

•Why is your content so important?

© Constant Contact 2015

Why Content? – SEARCH! Content Helps People Find You

When I am Looking for Your Product or Service

•Will I Find You?

Will I Find You?

© Constant Contact 2015

Three “R’s”Recency, Relevancy, Related Links

Recency1.When was your site updated last? 2.How often to you update your site? 3.Why does it matter?

Relevancy

Relevancy

•Does content match search strings exactly?•How much content does your site contain with a particular search string?•Do page titles, tags and keywords contain relevant strings?

Blogging Fuels Recency & Relevancy

• Easy to update • Vary content by page • Search engines typically count each post as a page • Bonus you have content for social and email

Related Links

•On the internet, you are judged by the company you keep•Good links are on pages which have:• Influence, Trust, Relevance,

• Inbound, outbound and internal

Agenda

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1.Create2.Curate3.Extend4.Next steps

1. Create

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OFFERINGSEducation

entertainment

1. Create

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCESlinks

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

EventsSurveys

couponsdeals TUTORIALS

DISCOUNTSRESULTS

Updates

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Education

entertainment

1. Create

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCESlinks

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

EventsSurveys

couponsdeals TUTORIALS

DISCOUNTSRESULTS

Updates

OFFERINGS

UpdatesEducation

entertainment

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Write for your audience, not for you.

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Write for your audience, not for you.

38% Unsubscribe if it’s boring

Source: MarketingSherpa

32%

Send it to spam if it’s irrelevant

How much is enough?

• Blogs: • 400 – 600 words•One call to action

•Newsletters: • 250 – 400 words• 15 – 20 lines of text•No more than 3 pictures•No more than 3 calls to action

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• Use outlines• Keep a list of topics• Show your expertise•Make it look like you

Structure makes it easier

1. Create

Pro TipsVisit: blogs.constantcontact.com for more content ideas and great design tips

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Picture

ParagraphCall to action

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• Avoid Frozen Pipes this Winter

• No, You can’t deduct that

• Red or White? Become a wine expert in 3 easy steps

• 10 Ways to Sell More Tickets

• How do I ensure my pipes won’t burst this winter?

• Do I get to deduct mileage I drive from work to home each day?

• What’s a simple way to pick the right wine?

• How do I get more people to show up at my events?

…Into Content

Turn Questions…

2. Harnessing the power of the inbox: Creating great content

ExpertiseEnvironmentBusiness

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Theme

1. Create

Focus on your….

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1. Create

Stock photo sitesWorking with photos

• Choose the right size• Avoid copyright issues• Use your own photos

or stock images

BigStockhttp://www.bigstockphoto.com

StockVault.net http://www.stockvault.net

FreeImages.com http://www.freeimages.com

25Source: Animoto, the 2015 Video Marketing Cheat SheetSource: The Power of Visual Content, Market Domination Media

• Mention your video in the email subject line • Consumers 50% more likely

to read emails that include video• Keep videos under 90

seconds• Use video for product demos,

testimonials, promotions• Create a transcript• Post on YouTube

1. Create

Make it engaging with videos

Agenda

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2. Curate

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2. Curate

Content curation is sharing content from other sources.

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2. Curate

Where do you find it?• Check the news• Read blogs• Follow social media•Google Alerts• Subscribe to email lists•Don’t forget to give credit to the original author or source!

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2. Curate

Share content created by others...• Employees•Members/volunteers• Partners/supporters• Customer/clients

• The power of the Roundup• Internal links• External links

• The Group Post• External links• Compound social reach

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2. How to write good ones

It is All About the Headline

Short & Sweet Entertain Warn

Inform Hint of mystery Ask Questions:

Create urgency Make them think Literary techniques

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Headless Body Found in

Topless Bar

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Top 3 reasons 5 Investment Priorities Top 7 concerns

Avoid Top 10 Hiring Mistakes

9 Best Tips & Tricks

7 Need-to-know strategies

Improve any subject line using “top appeal”

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Adapt your subject line using “literary techniques”


Basic Subject Line Literary Technique Improved Subject Lines

June Promotion Onomatopoeia

Joe’s Pet Store Newsletter Allusions

Mother’s Day Specials Alliteration

Sign up for Summer Camp Chunking

New England Concert Update: Numbers

Splish! Splash ! Oh, the prices we’ve slashed!Cha-Ching!

Who let the dogs out?! Pet Shots This SaturdayFido’s Got 99 Problems… But Fleas Ain’t One

Make Mom’s Morning Miraculous!Cards, Candy and one Cozy Couch

Archery, fencing & sailing. Summer Camp 2015Kids love it. Parents dream about it. Registration is open.

3 Can’t Miss Summer Festivals16 Bands but only 1 Miranda Lambert

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What would you change?Our monthly tax tips

Pay less income tax with 3 overlooked deductions

New product arrivalYou asked for it. It’s here.

Get a FREE Apple Watch!!!Apple Watch. Want one?

Agenda

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3. Extend

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Start with

your blog

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3. Extend

Share it.

Email

Social Media

Sharing tools

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3. Extend

Reach your customers where they are.

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3. Extend

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3. Extend

Expand your reach with the Social Share tool.

Agenda

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4. Next steps

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Remember... write for your audience, not for you.

4. Next steps

Use links and keep it relevant, short & focused.

Use analytics to measure what works best. See which who opened your email, when and what they clicked.

Pro Tips

Get started today…60-day free trial

www.constantcontact.com

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ResourcesLearn more...

Local resourceswww.roundpeg.biz/blog

Find help...Constant Contact Marketing

Resourcesblogs.constantcontact.com/libra

ryCheck out blog posts, guides, videos, infographics, recorded webinars and

more!

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Questions?