that inspire TRUST and SHARES – and build your brand

BLOGGING

STRATEGIES

P R N E W S D I G I T A L P R C O N F E R E N C E

@timharan @USANAinc

whatsupusana.com

P R N E W S D I G I T A L P R C O N F E R E N C E

TIM HARAN

Director of Social Media Health Sciences

@timharan @USANAinc

whatsupusana.com

@timharan

#PRnews #PowerofPR

@timharan

#PRnews #PowerofPR

@timharan

#PRnews #PowerofPR

Create CREDIBLE content that

not only provides VALUE to

your audience, but also

motivates them to SHARE it!

@timharan

#PRnews #PowerofPR

1 CREATE

and MANAGE

content

2

FACILITATE sharing

3

MEASURE your success

4

RESEARCH and

ORGANIZE your blog

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

WHY blog?

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

68% of marketers plan to

increase blogging activity

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

58% said original content

is most important Source: Social Media Examiner

70% learn about a company

through stories or blog posts

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

Data compiled by: IgniteSpot

81% of U.S. online consumers

trust information from blogs

61% of U.S. consumers have

purchased based on a blog post

BUT HOW?

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

Tip 1: Editorial calendar

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

Tip 2: Key questions

What is the purpose of my blog?

Connect it to business goals

What makes my content interesting?

Find a voice, topics that set you apart

How do I obtain evangelists for my blog?

Interact regularly with readers

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

Tip 3: Remember readers

Spend extra time on headlines

Write several; EMV Headline Analyzer

Create easily absorbable content

Short sentences, eye-catching images

Be authentic in your blogging

Value honesty, transparency

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

Specific, Proven Tactics

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

I D E N T I F Y

your blog’s purpose

@timharan

#PRnews #PowerofPR

ACTION RESEARCH and

ORGANIZE your blog

1

• Set aside 30 minutes

• 15 min: Brainstorm

• 15 min: Sketch a plan

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

Consistency > Frequency

@timharan

#PRnews #PowerofPR

Develop an editorial calendar

Establish your voice

Save ideas for later

Create monthly themes

CREATE and

MANAGE content

2

Recipe for success

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

…is about people

& tells your story

CREATE and

MANAGE content

2

Your blog…

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

@timharan

#PRnews #PowerofPR

Content | creating

Learn what people are searching for

ubersuggest.org

CREATE and

MANAGE content

2

@timharan

#PRnews #PowerofPR

Decide what you should write about

Google Keyword Planner

See what people are talking about

search.twitter.com

Content | managing

Seek out collaborators

A variety of voices, expanded reach

CREATE and

MANAGE content

2

@timharan

#PRnews #PowerofPR

Stick to a publishing schedule

A routine will help you & your readers

Embrace your fans (and haters)

Respond to all* comments

*most

Content | distributing CREATE

and MANAGE

content

2

@timharan

#PRnews #PowerofPR

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

E S T A B L I S H

a common goal

ACTION

• Pick a publishing schedule

• Create an editorial calendar

• Promote blog from within

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

Facebook comments

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

Identify influencers

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

Blogger self-promotion

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

Easy optimization

1. Strong headline

2. Focus keyword

3. Proper use of that keyword

4. Description for search

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

SEO scorecard

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

I D E N T I F Y

ambassadors and interact

ACTION

• Install social sharing plugin

• Encourage self-promotion

• Optimize posts for search

@timharan

#PRnews #PowerofPR

MEASURE your success

4

MEASURE your success

4

@timharan

#PRnews #PowerofPR

Create a mission statement

Establish brand awareness

Foster brand loyalty

Provide shareable content

Personalize content regionally

Build a strong community

@timharan

#PRnews #PowerofPR

MEASURE your success

4

2009 145k

2014

947k

2010 244k

2011 353k

2012

847k

2013

908k

Page Views

@timharan

#PRnews #PowerofPR

MEASURE your success

4

ABCs of Google Analytics

@timharan

#PRnews #PowerofPR

MEASURE your success

4

Seek out opportunities

Blog post topics near Page 1 of Google

Acquisition > SEO > Queries

@timharan

#PRnews #PowerofPR

MEASURE your success

4

Take time to interact

@timharan

#PRnews #PowerofPR

MEASURE your success

4

Measurement toolbox

Connect with your subscribers

Obtain qualitative data, show you care

Remember your blog/business goals

Helps to quantify efforts to executives

A/B test your content on social

Switch up headlines, blurbs, times, etc.

@timharan

#PRnews #PowerofPR Source: Gerry Moran, MarketingThink.com

@timharan

#PRnews #PowerofPR

MEASURE your success

4

D E T E R M I N E

what you want your blog to accomplish

ACTION

@timharan

#PRnews #PowerofPR

RESEARCH and

ORGANIZE your blog

1

1. You own your blog space

2. Quality content makes it easy for your customers to become evangelists

@timharan

#PRnews #PowerofPR

CREATE and

MANAGE content

2

3. Create an editorial calendar

4. Use brand journalism to establish your company as a credible voice

@timharan

#PRnews #PowerofPR

FACILITATE sharing

3

5. Recruit (and retain) contributors

6. Take advantage of in-post optimization

7. Interact with your readers

@timharan

#PRnews #PowerofPR

MEASURE your success

4

8. Tie blog goals to corporate goals

9. Analyze return on investment, involvement & impact

10. Consider quantitative & qualitative data

Add This (social sharing)

Buzzsumo.com (analyze content)

Crowdbooster (identify influencers)

EMV Headline Analyzer

Google Analytics

Google Keyword Planner

GoogleKeyword.io (alternative to Planner)

Hootsuite (identify trends/monitor/publish)

MichaelHyatt.com (WordPress tutorial)

RazorSocial.com

Search.twitter.com (underrated)

SocialMediaExaminer.com

Ubersuggest.com (see key searches)

WordPress

WordPress SEO by Yoast

RESOURCES

P R N E W S D I G I T A L P R C O N F E R E N C E

TIM HARAN

Director of Social Media Health Sciences

@timharan @USANAinc

whatsupusana.com

that inspire TRUST and SHARES – and build your brand

BLOGGING

STRATEGIES

Q&A