Uploaded byDouglas Karr
Corporate Blogging Workshop
The document discusses strategies for corporate blogging, emphasizing the importance of understanding visitor intent and deploying multiple strategies for engagement. It encourages creating valuable content rather than overtly selling, utilizing various mediums like surveys and infographics to enhance interaction and shareability. The document also highlights the necessity of promotion, audience tracking, and content reintroduction for effective lead nurturing and audience retention.
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Corporate Blogging Workshop
- 1. Corporate Blogging Workshop Douglas Karr @douglaskarr Jenn Lisak @jlisak #corpblogging Text MKTG to 71813 to Subscribe to our Newsletter
- 2. Marketing (R)evolution Traditional Tradigital Interaction
- 3. Visitor Intent Lead Nurturing Not everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.
- 4. Understand Influence • Search •Social • Personable • Authoritative • Viral • Integrated • Automated
- 5. Before You Begin Keywords Competitors Promotion
- 6. Find Engagement Read Click Contact Buy CRM/Subscribe Email
- 7. Implementation Domain Platform Theme Call to Action Landing Page Content (CTA)
- 8. Optimized Platform? 1. Registerwith Google Webmasters, Yahoo! Site Explorer and Bing Webmasters 2. Build a robots.txt file that disallows directories you don’t want indexed, allows the rest, and points to your sitemap 3. Integrated an XML Sitemap that automatically publishes 4. Ping the Search Engines when your content changes
- 9. Stop Selling • Provide Value • Capture Attention • Build Authority Content should provide the information, trust and authority someone needs to lead them to a sale… but shouldn’t be selling.
- 10. Find Out WhatTHEY Want! While you were working on a …they just wanted an email new site… or a deal! http://mkt.gs/zoomerangworldsurvey2011 Don’t guess about what your customers or prospects want in the way of content or how you present it… ask. Create a Zoomerang Poll or Survey!
- 11. Feed their Senses • Text • Audio • Video • Kinesthetic Many people don’t read. Is your messaging paralleled in audio? Video? Are you providing some interactive tools?
- 12. Make Surveys aContent Strategy Aside from providing you with ideas with content, surveys and polls are interactive AND provide you with content when you start and after you analyze the results.
- 13. Same Message, NewMediums Don’t reinvent the wheel! Turn • Survey results into a whitepaper • Whitepaper into an Infographic • Whitepaper into a presentation • Presentation into a blog post • Blog posts into a webinar • Webinar into a survey • Start over… Different mediums provide different opportunities to explain yourself.
- 14. Cross-Promote the Mediums Samecontent: Whitepaper, presentation, press release, infographic, webinar… all started with a Survey!
- 15. Start a ContentFire! Infographics are HOT! • Aesthetically Pleasing • Informational • Unique • Resources • Easy to Share Example: http://www.marketingtechblog.com/infographics Infographics provide a unique medium to easily share information. Use them and watch the fire take off!
- 16. Enable and EncourageSharing And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search). Use social sharing buttons!
- 17. Be Vigilante: HuntNew Audiences! Promote, Promote, Promote: • Press Releases • Social Monitoring • Landing Page • Tracking and Analytics • Pitch Influencers It doesn’t stop when you click Publish! You must be vigilant and spread the word.
- 18. Promote Social Media Social Network Paid and PR
- 19. Measure Results andUse What Works! You may not use some of the tools, but others do. Measure which ones work with your audience!
- 20. Retention and Nurturing • Newsletter is vital • Nurtures leads • Push vs pull • Returns visitors
- 21. Re-Introduce Content! New Time, New Audience • Press Releases • Social Monitoring • Landing Page • Tracking and Analytics • Pitch Influencers Most content doesn’t have a shelf-life. Are you killing your old content or finding new ways to promote it? Avoid “dating” content that is timeless.
- 22.
- 23. Corporate Blogging Workflow Automation Analysis Promotion Implementation Optimization
- 24. Automation What are youranking on? http://mkt.gs/gotosemrush How do you track your rank? http://mkt.gs/gotoauthoritylabs How do you improve rank? http://mkt.gs/gotoseomoz How do you automate posting? http://www.twitterfeed.com
- 25. Thanks! Our Sponsors: We help companies reach their marketing potential. Text MKTG to 71813 to Subscribe to our Newsletter
Editor's Notes
- #2 Visit http://www.corporatebloggingtips.com for more information!
- #3 Understand that the Internet has changed how we are interacting with prospects. Traditional marketing was us telling people. Tradigital marketing was the advent of people researching and finding our products and services. Now, we’re expected to interact with our audiences.
- #4 Not everyone comes to your corporate blog for the same reason, so it’s important to understand that there are mediums that are optimized based on visitor intent.
- #5 People think they can ‘sell’ via social, but that’s not how it work. Trust is a primary reason why visitors won’t buy. Blogging and social media provide a way to break down trust issues and increase ones authority.
- #6 Starting a blog without any preparation is not advised. What keywords are you going to focus your content on? Who are your competitors? How are you going to promote your content?
- #7 What kind of path to engagement are you going to create for people to come to you and make a purchase?
- #8 Always host on your own domain. Domains have ‘authority’ with search engines – you want to invest in your own authority… not some other domain’s! Choose a platform wisely that can accommodate all of your needs. Choose a theme that’s optimized for search and provides a professional vision of your brand. Build calls to action and landing pages so people engage with you. Write great content!
- #9 There are some basics of SEO (Search Engine Optimization) that almost no platforms support – but modules or plugins can be added for. Configure these so that your platform speaks to the search engines effectively.
- #10 Don’t sell to your audience. Provide value to them!
- #11 Understand what your audience is looking for and create content that helps them.
- #12 A lot of folks don’t read web sites or blogs, but they love to devour audio or video. Make sure you have a diverse media strategy. Provide interactive tools as well!
- #13 Surveys are a great interactive tool and way to find out what your audience wants.
- #14 Each medium will have it’s own audience with little overlap. Don’t worry about repurposing content and getting it in front of the same people. If the message is important, a new medium may provide the breakthrough to engagement.
- #15 Don’t forget to cross promote the content… from social to press releases, infographics to webinars.
- #16 Infographics have taken off as a great means to provide a lot of data in a package that’s easily digestible and transportable.
- #17 If you want people to share your content, you have to enable means for them to do so!
- #18 Find new audiences and promote your content!
- #19 Promote it everywhere!
- #20 Measure your results and see where your strongest conversions and visitor sources are (the two could be different!).
- #21 Provide a means to push content to people that leave your blog. Email brings people coming back!
- #22 Don’t be afraid to re-introduce old content. If it’s still relevant, people will still be interested. Especially if it’s a post that has gone viral before!
- #23 Understand how blogging fits in the big picture.
- #24 Generate a process to follow on a weekly basis to improve your program.
- #25 When you figure out what works, try to find tools to automate and measure the results.
- #26 Douglas [email protected]://www.dknewmedia.com120 E Market St, Suite 940Indianapolis, IN 46204317.456.2564Visit our sponsors: http://www.delivra.com for email marketing services and http://www.zoomerang.com for a free account for surveys and polls!Visit the Marketing Technology Blog: http://www.marketingtechblog.com and sign up for our newsletter! http://www.marketingtechblog.com/subscribe