How To: One Post. Multiple Lead Generation Opportunities Creating leads using a content management strategy.!

December 2013 !"#$%"&'!(")*+,**-"./01*2+3"

10 Benefits of Blogging

1.! You become a better writer.!

2.! Video skills may improve.!

3.! You will learn.!

4.! People will hear you. !5.! Expert status. !

6.! Researcher.!7.! Power networker.!

8.! Memory will improve.!9.! Creativity will increase. !

10.! Synergies & Synthesizes focus !

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B2B companies that blog, get 88% more leads/month than those that don’t.

Source: An Introduction to Business Blogging - HubSpot ("#$%"&'!(")*+,**-"./01*2+3"

Increasing Leads w/ 1 Post

1 Think of your blog as a campaign, and use it as an anchor"for other content links.!Think of your blog as a campaign, and use it as an anchor

Include a lead generation form

on blog posts. !2 Leverage the topic in several ways, including:!

•! Client emails as a main topic!•! Client emails as a subtopic or navigational "

item!•! Add a link within an email signature!•! Create a slide deck based on the topic, then"

share it on SlideShare™!

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Increasing Leads w/ 1 Post, cont.

2 •! Develop a short, two-minute of less video on the topic. "Add it to your website, blog, or emails.!

•! Share it on social media, not once, but several times over"a period of weeks, months, or quarters. !

•! Consider how it could be used in a larger, more traditional"marketing piece, such as an eBook, mailer, etc. !

3 Develop a content calendar based on seasonal or topical "information using the blog post. !

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Increasing Leads w/ 1 Post, cont.

4 Measure. Monitor. Report !

5 Create a system. Once you’ve done this a few times, you’ll begin"to see a pattern develop. !

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Developing Your Story

•! Consider buyer persona!•! Focus on both personality and behavioral traits!

•! Answer these questions:!–! Who are you trying to attract!

–! How can you tell a story that inspires them to act?!

!Tip: The story should not be about what you sell, but rather how you sell it. !

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Starter Blogging Tips

1.! Strategic role – How does it fit into the overall communication strategy?!

2.! Objectives – What will be accomplished with the blog?!

3.! Audience – Who are you targeting?!4.! Persona – What will be the tone, personality, voice, and

writing style?!5.! Branding – How will it be branded, titled, designed, etc.!

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Starter Blogging Tips, cont.

6.! Content – Will you create a blogging content calendar to follow?!

7.! Frequency – How often – daily, weekly, monthly?!

8.! Resources – Who will blog, edit, approve, post, and report? Remember to have a back-up plan too.!

9.! Moderation – Who moderates and manages the process for escalating issues?!

10.! Metrics – How will you measure success? What are the goals? !

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Starter Blogging Tips, cont.

11.! Reporting – What type of reports do you need? Who will review them?!

12.! Marketing Plan – How do you plan to promote it?!

13.! Executive buy-in – Do you start first and get buy-in later or vice versa?!

14.! Corporate policy – Should employees participate or comment on the blog?!

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The Sequence

Define Objectives! $"

Target!Audience!

Set !Budget!

Business!Case!

Define!Culture!

Skilled!Bloggers!

Build !Awareness!

Track !Metrics!

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Writing Blog Headlines

•! Tap into fear. Warning: [Fill in the blank]!–! Examples:!

•! Warning: Boring Headlines Can Kill Your Blog!•! How Safe is Your Blog from Being Attacked?!

•! Tap into common mistakes.!–! Examples:!•! Are You Making These 7 Blogging Mistakes?!

•! Do You Recognize These 5 ways to Ruin Your SEO?!!&"#$%"&'!(")*+,**-"./01*2+3"

•! How-To Headlines.!–! How to Blog Better.!

–! How to Get More Facebook Fans Without Spending a Dime.!

•! List Headlines.!–! 5 Ways to Write Better Headlines!–! 27 Tips for Getting More Blog Subscribers!

Writing Blog Headlines, cont.

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Calls to Action

Without a proper call-to-action moving people along, and directing them from point A to point B, they would be left with an incomplete!campaign, an incomplete picture.! CTAs should run between 90 and 150

characters and include explanatory!subjects and verbs.!"

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Image Source: Whole Foods!

Calls to Action Examples

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Blogging No-No’s

1.! Not integrating the blog with your website!2.! Publishing too much content about yourself!

3.! Publishing infrequently & inconsistently!4.! Posting off-topic or unfocused content!

5.! Offering no content variety!

6.! Failing to encourage engagement "and conversation!

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Blogging No-No’s, cont.

7.! Neglecting opportunities for SEO!8.! Ignoring low-hanging fruit!

9.! Not sourcing content!10.! Excluding calls-to-action and conversions!

11.! Not promoting content on social media!

12.! Ignoring blog analytics!13.! Expecting overnight success!

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•! Create a content calendar so you know what you plan to write about, where you plan to post it, and the results of those posts. !

•! Use UTM codes for easy tracking in website analytics!

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Additional Tips

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Content Calendar

Creating trackable URLs allow you to see what’s being viewed by media, topic, and campaign. Here’s an example:!

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UTM Codes

http://www.MyDomainName.com/?utm_source=Twitter"&utm_medium=Social&utm_campaign=CampaignName!

Parting Words

Content is King. !Distribution is Queen.!

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Download this slide deck to get started today!

Read more great tips on our blog at http://penheel.com/blog/, or sign up for our free, daily newsletter at http://bit.ly/PnhlMrktngNws. !

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