blogging for business
TRANSCRIPT
Blogging for Business
Dawn Westerberg
www.dawnwesterberg.com
Blogging for Business
• Blogging to help your clients’ businesses
• Blogging to help your business
• Q&A
Acknowledgement
5 Lessons from the Wolf Pack Speech
Why I drive my clients crazy and insist they have a blog…
• The more complicated the products and services the more necessary a blog is
• It’s foolish not to (SEO, etc.)
• It helps me learn about their business
• It documents ideal client, competitive differentiator, etc.
Blogging Requires Buy In
• Rarely do my clients want to do it
• Negatives– Girls & diaries– Social Media baloney– Terror at the thought
of writing
• Silver Bullet belief
Time
Mar
keti n
g V
alu e Direct Mail, Advertising or
any periodic tactic
Mar
keti n
g V
alu e
Time
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Content Marketing
Time-Value of Marketing Tactics
$4300/mo Jumpstart program
• Thought leadership article (800+ words)
• Customer case study or Press Release
• 4 “mini” blog posts (125 – 250 words)
• Social Media mgmt• Analytics
administrator• Weekly meeting
Show them it’s working - Reporting
• Life to date stats• Month 1 – 3 views• Month 2 – 21 views• Month 3 – 7 views• I do it on every blog
post
Show them it’s working - Reporting
• Monthly report showing top 10 content on their website
• Highlighted cells are blog articles
Topics
• Products• Services• Questions• Common Objections
in the Sale Cycle• The ____ Difference• How to
Where I get information
• Publishers’ white papers and info
• Google Alerts• Interview the
business owner during our weekly meetings
• Fill in the blanks• “Give me 3 bullets”
Categories, Tags, Links, Tools
• Help them think through categories, tags
• Category/Tag Clouds (vs. Archives)
• Contextual Related Posts plug in
So…what about your blog?
Where to find time?
• Do I blog or do I…– Invoice– Finish client projects– Prospect
– Attend a webcast
– Pay attention to loved ones
– Walk the dog– Clean the house– Scramble with Friends
Where to find Inspiration?
• Other blogs• Google Alerts• Newsletters• Real client
questions/experiences
• Titles• iStock photography
Titles
• 3 ways cold calling is like preseason football
• DTM and Don Corleone believe in strategy you should too
Common Sense from Dan Kraus
“Don’t overthink – it’s a blog post not a dissertation”
Take the first step and keep moving
• Set a goal• Keep an idea journal• Write first, THEN edit• Schedule the time• No one comments,
but they do read• Have fun