introduction to blogging for business

1

Introduction to

Blogging

Digital Marketing SpecialistiBoomerang, Inc.

with

iBoomerang.com | @iboomerang | (937) 387-0655

Brittany Fullenkamp

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Agenda


Defining Blogging

History of Blogging

Benefits of Blogging

Blogging Strategies

Common Problems

Best Practices

Tools & Resources

Takeaways & Review

!

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What isBlogging?

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Blog[blawg]- noun

Email or E-mail?

“A website containing a writer’s or group of writers’ own experiences, observations, opinions, etc., and often having images and links to other websites.”

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History of Blogging


1994

Justin Hall begins eleven years of personal blogging. The modern blog evolved from the online diary, where people would keep a running account of their personal lives.

1997 The term

“Weblog” is coined.

1999

• “Weblog” become “blog.”

• Blogger.com is launched.

2001

2002

• “How to” articles emerge as the community of bloggers continues to grow.

• LiveJournal is launched.

•Political candidates begin blogging to express their opinions.

•Technorati, one of the first major blogging search engines is launched.

2003

• Google buys Blogger

• Wordpress is launched

2005

• YouTube launches

• White House grants press credentials to blogger Garrett M. Graff

• An estimated $100 million worth of blog ads are sold

• Huffington Post is launched

2006

• Technorati reports there are 50 million blogs

2007

• Tumblr is launched and “microblog” become popular catchphrase

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History of Blogging


2008

Posterous is launched, allowing bloggers to post updates via email or online chat.

2009

2010

• Technorati reports 35% of bloggers make money

• Mom bloggers become popular in USA as they share recipes, product reviews and parenting tips

2011

2012

• Google launches Google+

• Blog activity begins to decline because of the popularity of social networks

2013

• Huffington Post sold for over $300 million

• Estimated 31 million bloggers in the USA

• Over 42 million blogs exist on the internet

• 60% of businesses have a blog

2014

• 81% of US consumers trust information and advice from blogs

• 61% have made a purchase because of a blog’s recommendation

• Companies that blog get 97% more inbound links

• Small businesses that blog achieve 126% more lead growth than those that do not

• Wordpress has 63 million blogs

• Paid advertising on the rise, resulting in bloggers earning more money than ever

• Blogs see increased activity as bloggers learn to share their blog via social media

• The Universal McCann reports 77% of internet users read blogs

• Technorati reports 28% of bloggers make money

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How People Use Blogs


Corporate

Hobby

Personal

Income

Communal

Written by a company for its consumers or stakeholders. Topics vary from news and announcements to product launch info and community relations efforts.

Primary function is sharing their lives and experiences and generally target existing friends and family.

Focused around a theme. Can be professional in nature (tech blogs, etc.) or personal (involving fashion, beauty, sports, etc.)

Bloggers looking to make money through advertising, affiliate sales, or other means.

Also known as hyper-local news, these blog cover news related to a particular neighborhood and typically has rich user forums that generate a lot of content.

DIA

RY

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Benefits ofBlogging

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Search engines love fresh content. By blogging consistently, you give Google new content to index, create opportunities to plug in keywords, and ultimately increase your visibility on SERPs.

SEO Value

Show the personal side to your business that perspective and current customers won’t see from outbound marketing. Blogging gives people an insight to your corporate standards, vision, and personality.

Brand Awareness

Over time, you will become a “go to” resource for helpful, informative content. This is important for small businesses that are looking to gain credibility and compete with larger companies.

Authority/Credibility

Each blog is indexed by search engines and thus one more opportunity for you to show up in the results and drive organic traffic to your website.

Traffic

The more traffic you have, the more opportunities you have to gain leads. Add a lead-generating call-to-action like a free eBook, consultation, or trial to every post.

Leads

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Encourage conversation with your site visitors by asking your readers questions at the end of your posts and allowing comments and feedback. This builds trust between you and your clients.

Relationships

Your blog should inspire people to opt into your email newsletter list. Your email campaigns can then feed traffic to your blog.

Grow Email Database

Each blog you post is an opportunity for your audience to share with others. When you customers share your post by linking, tweeting, or emailing, it further validates you as a credible source.

Opportunities for Sharing

You can sell advertising, review products, and do other things to help earn extra money on the side. Additionally, blogging is a way to lower marketing costs and increase sales.

Extra Money

Your blog posts continue to get results long after you’ve posted them because people are always using search engines to find answers to their questions.

Long-Term Results

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BloggingStrategies

1201

Set Goals

Before you do anything else, examine the reason why you want to publish a blog.What are the business objectives or outcomes you want from your business blog?• Generate leads to build database• Increase brand awareness• Build reputation• Connect with current and potential customers• Develop content for other purposes

What do you want to accomplish, how do you want to do it, and what is your deadline?

1302

Develop Channels

Define, Research, & Start Building• Define your audience and its interests• Research keywords & competitors• Create an editorial calendar• Choose a blogging platform• Get a domain• Design your blog, taking into consideration user experience, categories, and navigation• Decide who will be blogging• Plan a blog promotion campaign

Figure out who you want to target and what content they’re interested in. Then, start building your blog (with SEO in mind!).

1403

Create Content

Put those fingertipsto work!• Start with the basics – About Us, Contact Us, Product Overviews, etc.• Answer your customers’ most commonly-asked questions• Product tips and How-to’s• Case studies & customer success stories• News about the industry• News about your company• Contests!

Remember to stay creative and think like your users. What kind of information would help or entertain them?

1504

Build Audience

Standing out online takes focused dedication.• Focus on quality rather than size• Invite your current customers through email and social media marketing• Subscribe form• Guest blog• Comment on other blogs• Adding in a large variety of keywords to attract new audiences• Practice good SEO

There are over 700 million blogs on the internet. Give people a reason to continuously choose yours.

1605

Analyze Results

Did you meet your goals?Why or why not?• Google Analytics• Google Webmaster Tools• Keep track of key metrics• Note any new keywords you can include• Did you meet your goals?• If not, why?• If yes, great! Make some new ones!

Analytics can provide tons of useful data that will help you get to know your customers, what they’re looking for, and how you can better serve them.

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Blogging Strategy


Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Visibility and Engagement

What To Do

Develop Channel

s

Editorial Calendar

Research

Blog URL & Navigation

Cross-promote to build awareness

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Blogging Strategy


Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Community Engagement

What To Do

Create Content

Posts

Product Pages

How-to’sLists Guides

Industry NewsCase Studies

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Blogging Strategy


Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

Achieved Through: Landing Pages

What To Do

Create Content

Call-to-Action

Optimized VisualsRelevant & Useful

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Blogging Strategy


Achieved Through: Multiple Strategies

What To DoSELL, SELL, SELL!!!Use multiple venues to create interest

in your products…

…until your LEAD becomes your CUSTOMER!

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

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Blogging Strategy


Achieved Through: Repeat Visibility and Engagement

What To Do

Analyze Results

Awareness

Lead G

enera

tion

Lead N

urtu

ring

Sale

s Pitch

Interest

Desire

Action

Advocacy

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CommonProblems

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Common Problems

What should I write about?Coming up with blog post topics is probably the #1 obstacle to blogging. Overcoming writer’s block can be really tough, and you certainly aren’t the first person to have this issue. The key is to stay creative and think like your users. What kind of information would they like to see?

What kind of information would help them use your products more effectively or would make their lives easier?

What would entertain them?

What is going on in my industry?

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Common Problems

I don’t have the time!Whether you’re blogging for money or for passion, time doesn’t wait for anyone. Many businesses have problems finding the time to blog unless it’s on weekends or holidays. But who wants to work then?

Have you created an editorial calendar?

Can you hire someone to write for you?

Do you know anyone that would be willing to guest blog?

Can you write less blogs of higher quality?

Is it easier for you to post a video or create an infographic?

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Email or E-mail?

Common Problems

I’m not seeing any response.You’re missing three things – traffic, subscribers, and comments. You’re not alone. Generating these things takes time and patience. It could take a really long time before you see results of your hard work.

Are you following good SEO practices?

Are you researching trending topics in your industry?

Is it easy for your readers to subscribe?

Is your content thought-provoking or controversial?

Are you guest blogging and commenting on other blogs?

Are you cross-promoting?

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Email or E-mail?

Common Problems

I’m not generating revenue.If your main reason for blogging is money and you have no patience for earning it, you’re not going to ever earn money! You should only start thinking money after at least 6 months of blogging. Then, apply for AdSense and other platforms.Have you allowed for enough time for your blog to develop?

Do you have realistic income expectations?

Do you have a plan to make money with your blog?

Are you focusing on building a following and a reputation?

Are you solving your readers’ problems and increasing the number of repeat visitors?

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Email or E-mail?

Common Problems

I’m really, really bad at writing.So you’re not the next Mark Twain. It’s nothing to be ashamed of. Writing is a talent you either have your you don’t.

Can you hire someone to write your posts?

Can you hire a copyeditor?

Are you preparing outlines and rough drafts?

Do you know someone who can teach you?

Can you take formal classes?

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BestPractices

08

07

04Avoid plagiarism.

It’s fine to write about news, but put your personal spin and opinion into the story. Make it your own.

Keep a consistent composition – logo, avatar, colors, and fonts. This should align with other branding efforts.

03

01

02

06

05

Determine your focus, audience, tone, and style. Keep it interesting and relevant to your readers.

Choose a blogging platform and eye-catching design or theme. Set up categories and add engaging widgets including easy share & connect buttons.

Use copyright-free images and graphics and be wary of other common legal issues that bloggers have to deal with.

Decide when and how often you will post and stick to your schedule.

Fight against SPAM comments. Be sure to mark them as spam and delete them. Do not approve them.

Learn some basic HTML so you can code your website and blogs to fit within your style and design.

!

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Tools &Resources

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Resources & ToolsBlogging Platforms Analytic Tools

Top Blogs Other Resources

Wordpress• http://www.wordpress.orgBlogger• http://www.blogger.comTypePad• http://www.typepad.com

Google Analytics• http://www.google.com/analyticsGoogle Webmaster Tools• http://www.google.com/webmastersJetpack• http://jetpack.me

Huffington Post• http://www.huffingtonpost.com

Business Insider• http://www.businessinsider.com

Mashable• http://www.mashable.com

Hubspot• blog.hubspot.com

W3Schools• http://www.w3schools.com/html

iBoomerang Blog• http://www.iboommarketing.com

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Takeaways& Review

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Takeaways

HeadlineText

01020304

05

06

Over 700 m

illion blogs exist

A blog is a website

containing a

writer’s

experiences,

observations, o

pinions, and

images and lin

ks.

Blogs serve many purposes

Blogs offer many benefits to

businessesThe key to

a great blog is

relevant and useful

content Blogging takes

time and

patience

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ReviewDefinition of a BlogWhat is it and what is its purpose?

History of BloggingHow we got to where we are.

Benefits of BloggingHow blogging helps your business.

Blogging Strategies5 Step Plan and how it fits into the sales funnel

Common ProblemsAnd how to overcome them

Best PracticesYour keys to success.

Tools & ResourcesWhere to go for help and additional information.

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Questions?

introduction to blogging for business

Small Business & Entrepreneurship