Overview:Blogging Your Brand

Powerful Tools at Your Fingertips

Definition - Blog

“A regularly updated website or web page, written in an informal or conversational style”

Elements: • Multiple authors

• Comment threads per post

• Categorization that can align to your taxonomy

• Multi-media

Attracting Visitors

• Search Play• New, recent content

• Ranking on search engines

• Shareable via social media

Converting Visitors

• Content Play• Promote offers (CTAs!)

• Position as Thought Leadership

• Build relationship

Your Brand

Know Your Audience

• Content

• Personality

• Offers

• Taxonomy

Personas!

Positioning• Relevant Topics

• Industry Expertise• Recognizable authors• Taxonomy

• Tone of Voice• Formal vs Informal• Imagery – Playful or Stock Photography?• Language – Industry speak or “tell it like it is”?

• Call to Actions• Offers – Hard or Soft Sell?

Why is it Important?

• What are your goals – why do this?

• Think Inbound – Attract Visitors & Convert to Leads• Reports say that 25% of your list will go bad

each year

• Blogging will attract visitors• Lead with brand to get the IDEAL visitor

Part of Social StrategyDo:

• Fold blog into your social media strategy

• Map out your personas • Align on voice / content

/ keywords

• Follow consistent structure & schedule

Don’t:• Don’t go rogue

• Don’t stray too far from your brand

• Don’t post blogs that negate your thought leadership (no sales!)

• Don’t be scared of comments

Framework & Approach

• Get working on those personas• Identify your goals

• Lead with Attracting or Converting?

• One blog or two?

• Find those authors• Plan and integrate into your digital content

editorial calendar• Repurpose content

• Cross promote via other social channels

Gotchas

• “Set it and forget it” – no measurement

• Diversity of Topics

• Diversity of Authors

• No Consistent Keyword Strategy

• Scheduling

Recap – Blogging Your Brand• Valuable tool to attract visitors (and convert them)

• Incorporate into your digital content calendar & promotions

• Align to your brand• Be authentic• Be strategic

More in March:• Best Practices & Who’s Doing it Well: March 11th

• Measure for Success: March 25th