Expert Blogging

Secrets

OVERVIEW

•Why blog?

•Getting started

•Content ideas

•Best practices

WHY BLOG?

• 329 million people view blogs on Wordpress

• By 2014, 60% U.S. internet users (150 million people) will read blogs*

*Source: eMarketer.com

WORDPRESS

WHY BLOG?

Better Listings on

WHY BLOG?

Promote Products

Branding

Reach New Customers

Communicate

Become Recognized Expert

WHY BLOG?

57% of companies that blog

have acquired a customer

from their blog*

Source: Hubspot

WHY BLOG?

B2B marketers who blog

generate 67% more

leads/mo. than those

who don’t blog**

Source: **FactBrowser

NEED MORE PROOF ?

•Companies that blog get 97%

more inbound links to their

websites

NEED MORE PROOF ?

•Companies that blog get 97%

more inbound links to their

websites

•Companies that blog get 55% more website visitors

Courtesy: Hubspot

BEFORE YOU BLOG, ASK YOURSELF…

What are your business goals?

BEFORE YOU BLOG, ASK YOURSELF…

Who is your target audience?

BEFORE YOU BLOG, ASK YOURSELF…

What problems or concerns does

your audience have that you can

help solve?

FIND YOUR WHY

FIND YOUR WHY

Enabling Women to Have

More Quality Time with

Their Families

FIND YOUR WHY

FIND YOUR WHY

Help Engineers Answer the

Most Challenging

Industrial Solder Questions

FIND YOUR WHY

Help Engineers Answer the

Most Challenging

Industrial Solder Questions

600% Jump in Leads

“Get Engineers Talking to Engineers”

MISSION STATEMENT

MISSION STATEMENT

Welcome to Inc.com, the place where entrepreneurs

and business owners can find useful information,

advice, insights, resources & inspiration for running &

growing their businesses.

MISSION STATEMENT

Welcome to Inc.com, the place where entrepreneurs

and business owners can find useful information,

advice, insights, resources & inspiration for running &

growing their businesses.

1. Who is target audience?

2. What will be delivered?

3. What is outcome for

audience?

BEFORE YOU BLOG, ASK YOURSELF…

What platform will you use?

• Self-hosted on website

• Via Wordpress

.ORG VS. .COM

• More versatility vs. - Easy to use

• Better plugins - Ads not allowed

• Pay for hosting - Follow TOS

• You’re in control - $ to customize

CONTENT IDEAS

SHARE YOUR EXPERTISE

• Write about things you know

SHARE YOUR EXPERTISE

• Write about things you know

• Add commentary to industry news

SHARE BREAKING NEWS

Get in front of your audience

Be Timely!

ASK OPEN-ENDED QUESTIONS

• What do you think of …. ?

• How would you do it better?

PROMOTE EVENTS

INVITE “EXPERT” GUESTS

HOW DO YOU GET READERS?

Need attention-grabbing titles

8 out of 10 read blog titles…

HOW DO YOU GET READERS?

Need attention-grabbing titles

8 out of 10 read blog titles…

only 2 of 10 read rest of article

HOW DO YOU GET READERS?

Use Numbers in Title

- Get 3-8x more traffic

BLOG TITLE CATEGORIES

• Direct – “7 Step Outline to…”

• News – “New, Announcing…”

BLOG TITLE CATEGORIES

• How to – “How to write a blog article”

• Question – “Are these ….?”

BLOG TITLE CATEGORIES

• Command – “Do this…”

• Info – “2 things you won’t find here…”

• Testimonial

BEST PRACTICES

KEEP SEO IN MIND

• Customize post URL with keywords

• Use SEO plugins: All in One SEO Pack

• Use Alt Text for images

• Use Tags

USE KEYWORDS IN TITLE & BODY

LINK INTERNALLY

Title and

Subhead

PROVIDE LINKS TO OTHER BLOGS

USE OTHER SOCIAL MEDIA SITES

RESPOND TO COMMENTS

• Reply in your blog or…

• Send an email

COMMENT ON OTHER BLOGS

KEEP COPY SHORT

• 250-500 words

KEEP COPY SHORT

• 250-500 words

• One idea per post

KEEP COPY SHORT

• 250-500 words

• One idea per post

• Article series

SPICE UP YOUR CONTENT

• Use Pictures or Videos

MAKE IT EASY TO SUBSCRIBE

OTHER TIPS…

• Know your call to action

• Visit website

• Email for a quote

• Sign up for newsletter

• Social Share

HOW DO YOU FIND IDEAS?

• Read other blogs

• Google Alerts

• Quora

• Twitter Search

HOT TIP!

HOT TIP!

Golden Rule:

They Ask, You Answer!

WHAT’S THE PAYOFF?

154 Leads from 3/09 – 6/12 for a dozen

different keywords

That one article has generated

$1,700,000.00

CONTENT FORMULA

Answer questions based on

these three criteria:

•Costs

•Problems

•Comparisons

MEASURE RESULTS

Ex. Google Analytics

MEASURE RESULTS

I’VE GOT A BLOG, NOW WHAT?

Repurpose your content

Podcasts

Videos

Slideshow

SUMMARY

• Use keywords for search

• “#’s” and “How to” titles get best

results

• Embrace honesty, answer customer

questions

• Leverage social networking sites

• Repurpose content for maximum value

FOR MORE SOCIAL MEDIA TRAINING, VISIT GLORIARAND.ME

Facebook.com/GloriaRandCopywriter

Twitter: @GloriaRand

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