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Laurie McCullagh
WSI Digital Marketing Consultant
Why Blog?

5 Great Reasons…
• Increases traffic to your Website
• Increases visibility and brand
  awareness
• Opportunity to promote new products
  and services
• Gives people a reason to visit Website
• Strengthen customer relationships
Benefits of Blogging

Benefits to Your Organization:
• Increases trust & credibility
• Positions you as the expert
• Foundation for Social Media posts
• Lengthens the lifetime value of
  client
• Increase online touch points
Benefits for YOUR Website


     Improve Your Google Rankings by:
     • Increasing the number of pages
     • Adding fresh content regularly
     • Integrating relevant keywords in
     both the title and content
     • Adding text links to your main site

     Tip: You must own your own domain-based blog
     to draw any SEO benefit
     Ex.: www.domainname.com/blog
Anatomy of a Blog

            Standard Features
            - Recent posts
            - Categories of posts
            - Archives
            - Blogroll
            - RSS feed
            - Conversion CTAs in header or
                  sidebar
            - Social Media links
            - Sharing plugins for posts
            - Blogger bios
Digital Marketing Breakdown
Essentials for Blogging Success

Design & Format
     - Clean, simple with customized headers
     - Use bullet points for easy reading
     - Bold text and subheadings (mind the white space)
     - Remove clutter in sidebar, keep essential widgets

Titles & Headlines are Critical
     - Must be attention grabbing
     - Keep under 150 characters
     - Add to main sections for easier scanability

Links to Your Website
     - Add conversion links to Your Website
     - Use calls to action (CTA) for your top marketing offers
     - Add links to external resource sites and quality references
Essentials for Blogging Success…/2

Keywords
    - Use keywords in both the titles and content
    - Use keywords in link text

Video and Images
    - Add (embed) a video as some people prefer watching a video
    - Add images to illustrate you topic but mind the placement.


Comments
    - Start a conversation and build relationships with people
    who comment
    - Akismet – Anti-spam plugin to eliminate the amount of
    spammy comments.
Publish and Communicate

Share your Knowledge and Expertise

   Email Marketing         Social Media
Blog Topic Brainstorming
What am I going to write about this month?
- Write about the commonly asked questions
- Step-by-step guides
- Top 10 lists
- New product launches
- How-to videos
- Keyword research
- Check your analytics (what are visitors
       looking for?)
- Upcoming events, conferences
- New trends in your industry
- Read your social media group’s questions
- What is your competition writing about?

TIP: It should NOT be all about YOU!
Blog Topic Blueprint

What is blueprint?
An outline of the upcoming year’s posts.
Create a spreadsheet that includes
•      the publishing date
•      title of each post (track the # of characters)
•      brief description
•      Blog responsibility
Allows you to plan the future posts around
•      Holidays and crunch times
•      busy times of the year
•      seasonal highs (and lows)
Consider inviting a guest blogger that would add
      value to your offering
Rivers of Information
Build Your River

•   Google Reader
•   Feedburner
•   Evernote
•   Instapaper
•   Zite
•   Flipboard
Blog Resources


•   www.copyblogger.com
•   www.hubspot.com
•   www.socialmediaexaminer.com
•   www.mashable.com
WSI Profile

•   Internet Marketing Firm since 2000
•   Certified Digital Marketing Professional for 2013
•   WSI President Circle Member
•   WI Chamber of Commerce Accolades Winner
THANK YOU

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Blogging for Businesses

  • 1. Laurie McCullagh WSI Digital Marketing Consultant
  • 2. Why Blog? 5 Great Reasons… • Increases traffic to your Website • Increases visibility and brand awareness • Opportunity to promote new products and services • Gives people a reason to visit Website • Strengthen customer relationships
  • 3. Benefits of Blogging Benefits to Your Organization: • Increases trust & credibility • Positions you as the expert • Foundation for Social Media posts • Lengthens the lifetime value of client • Increase online touch points
  • 4. Benefits for YOUR Website Improve Your Google Rankings by: • Increasing the number of pages • Adding fresh content regularly • Integrating relevant keywords in both the title and content • Adding text links to your main site Tip: You must own your own domain-based blog to draw any SEO benefit Ex.: www.domainname.com/blog
  • 5. Anatomy of a Blog Standard Features - Recent posts - Categories of posts - Archives - Blogroll - RSS feed - Conversion CTAs in header or sidebar - Social Media links - Sharing plugins for posts - Blogger bios
  • 7. Essentials for Blogging Success Design & Format - Clean, simple with customized headers - Use bullet points for easy reading - Bold text and subheadings (mind the white space) - Remove clutter in sidebar, keep essential widgets Titles & Headlines are Critical - Must be attention grabbing - Keep under 150 characters - Add to main sections for easier scanability Links to Your Website - Add conversion links to Your Website - Use calls to action (CTA) for your top marketing offers - Add links to external resource sites and quality references
  • 8. Essentials for Blogging Success…/2 Keywords - Use keywords in both the titles and content - Use keywords in link text Video and Images - Add (embed) a video as some people prefer watching a video - Add images to illustrate you topic but mind the placement. Comments - Start a conversation and build relationships with people who comment - Akismet – Anti-spam plugin to eliminate the amount of spammy comments.
  • 9. Publish and Communicate Share your Knowledge and Expertise Email Marketing Social Media
  • 10. Blog Topic Brainstorming What am I going to write about this month? - Write about the commonly asked questions - Step-by-step guides - Top 10 lists - New product launches - How-to videos - Keyword research - Check your analytics (what are visitors looking for?) - Upcoming events, conferences - New trends in your industry - Read your social media group’s questions - What is your competition writing about? TIP: It should NOT be all about YOU!
  • 11. Blog Topic Blueprint What is blueprint? An outline of the upcoming year’s posts. Create a spreadsheet that includes • the publishing date • title of each post (track the # of characters) • brief description • Blog responsibility Allows you to plan the future posts around • Holidays and crunch times • busy times of the year • seasonal highs (and lows) Consider inviting a guest blogger that would add value to your offering
  • 13. Build Your River • Google Reader • Feedburner • Evernote • Instapaper • Zite • Flipboard
  • 14. Blog Resources • www.copyblogger.com • www.hubspot.com • www.socialmediaexaminer.com • www.mashable.com
  • 15. WSI Profile • Internet Marketing Firm since 2000 • Certified Digital Marketing Professional for 2013 • WSI President Circle Member • WI Chamber of Commerce Accolades Winner