july wine and web: blogging basics + workshop
TRANSCRIPT
Wine & Web #26
Andy Crestodina@crestodina #wineweb
Blogging Basics & Workshop
WHY BLOG?
Source: HubSpot: State of Inbound Marketing 2012
Blogging Frequency, Customer Acquisition
Percentage of bloggers who acquired a customer through their blog…
Source: HubSpot: State of Inbound Marketing 2012
59% say blogging is critical or important
WHERE TO
BLOG
Blog on your own domain
IDEAL
ALSO GOOD
BAD
http://www.website.com/blog
http://blog.website.com
http://myblog.wordpress.com
Don’t build on rented land
Sorry, Seth!
That’s why it’s called Domain Authority
TOPICS &
HEADLINES
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
- David Ogilvy
Source: Conductor: 5 Data Insights into the Headlines Readers Click
• Normal“Ways to Make Drinking Tea More Delightful”
• Question“What are Ways to Make Drinking Tea More Delightful?”
• How to“How to Make Drinking Tea More Delightful”
• Number“30 Ways To Make Drinking Tea More Delightful”
• Reader-Addressing“Ways You Need to Make Drinking Tea More Delightful”
5 Kinds of Headlines
Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750
Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750
WORKSHOP!Let’s do this thing…
WRITING &
STRUCTURE
Copy is never written. Copy is assembled.
Eugene Schwartzcopywriting legend
Source: Web Content Checklist
Content
Checklist
FORMATTING
BREVITY
PROMOTION
Search traffic through…keyword research, keyword usage
Social traffic through…promoting content on social networks, responding to comments
Email traffic through…List growth, email design, timing & testing
50% Creation, 50% Promotion
Guest Blogging = Link Building + Online Networking
The spike …and the long tail
Initial spike from email marketing and social promotion(one week)
20 to 40 visits per dayfrom organic search(months or years)
SEO: slow but powerful
WHO HAS TIME
FOR THIS
STUFF?
CommitFrequency and your content calendar
CurateWrite list Posts, keep a device for capturing, do interviews
DelegateWork with your team, using the methods they prefer
Get HelpOutsource! Leverage editors, ghost writers, co-authors
It’s a process…
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!