This document provides guidance on developing an effective blogging strategy. It discusses defining target personas, determining what constitutes great content, sources for content, and publishing platforms. The key audiences identified are outdoorsmen and their wives. Questions they have and forums they use are outlined. Great content is described as answering audience questions and needs. Sources of content mentioned include personal stories, curated material, and content from partners. Suggested publishing platforms include social networks, blogs, websites, emails and newsletters.

1. Developing a Blogging Strategy Lee Jorgenson Compendium

2. The breakdown… Content Strategy Personas What is great content? Where do I get great content? Where do I publish great content? Writing a Post Title Body Images/Video Keywords Links

3. 1 Who is your target audience? What is their demographic makeup? What questions do they have? What do they need?

5. How do I fly fish?

6. What’s the best deal?Forums: -Magazines/TV -Search Demographic: -Male ages 18-65 -Located in rural areas/near water

8. Which item is the best deal in this category?

9. What are my husband’s friends buying?Forums: -Social Networks -Search Demographic: -Female ages 18-65 -Located in rural areas/near water

10. B2B Persona Template http://www.contentmarketinginstitute.com/2011/04/4-questions-answered-about-buyer-personas/

11. 2 What is great content?

15. 3 Where do I get this content? Personal Emails Print Advertising Vendor or Partner Stories Content Curation Prospect Stories Email Marketing Content Customer Stories Employee Stories

16. 4 Where do I publish my content? Twitter Other blogs Other websites Print Ads LinkedIn Newsletters Your website

21. Invitation to share review

24. Thank you! You can reach me at: Email: ljorgenson@compendium.com Twitter: @ljorgenson777