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Audience, Analytics, and Online PR: Strategies for Better Blogging

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Who We Are Amanda O’Brien VP of Marketing [email_address] <ul><li>Hall Web Services </li></ul><ul><li>www.hallme.com </li></ul><ul><li>www.hallme.com/blog </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Online Suite of Tools </li></ul>

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Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>

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About You: What You'll Learn: <ul><li>Specific goals you can realize and how to track them </li></ul><ul><li>The importance of blogging consistently and tips to do so </li></ul><ul><li>Tools you can use to track all of this, make sense of it, and do better! </li></ul><ul><li>You already have a blog </li></ul><ul><li>You want more out of your blog </li></ul><ul><li>You're not sure HOW to get more out of your blog </li></ul>

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You've Got a Blog, Now What? <ul><li>Are you writing? </li></ul><ul><li>Are people reading? </li></ul><ul><li>Are you able to tell what is happening? </li></ul><ul><li>Are you stuck on content? </li></ul><ul><li>Are you gaining subscribers? </li></ul><ul><li>Are you providing value? </li></ul>

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Photo credit: http://www.flickr.com/photos/will-lion/2958508813/sizes/o/

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Know Your Audience <ul><li>Who is going to read your blog? </li></ul><ul><li>What other blogs do they read? </li></ul><ul><li>What's their preferred way to get content? </li></ul><ul><li>How hungry are they for new stuff? </li></ul><ul><li>How did they find you? </li></ul><ul><li>What do they want to hear from you? </li></ul><ul><li>Conversation – Talk WITH not AT </li></ul>Photo credit: http://www.flickr.com/photos/peterjlambert/97671748 /

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Corporate Voice <ul><li>Who is your company - one person or many? </li></ul><ul><li>What is the tone of the message - professional, personal, sassy? </li></ul><ul><li>Who is responsible for creating content and who oversees it? </li></ul><ul><li>How will blog content be promoted or references in other marketing materials? </li></ul>

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Policies Make them BEFORE you have a problem! <ul><li>What is the expected time commitment? </li></ul><ul><li>What is the expected responsibility? </li></ul><ul><li>Who is engaging commenters? </li></ul><ul><li>Who gets involved if things get negative? </li></ul>

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<ul><li>Opportunity </li></ul><ul><li>Educate </li></ul><ul><li>Embrace social internet </li></ul>Negative Comments Photo credit: http://www.flickr.com/photos/freebird4/2341322084/

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Input/Output <ul><li>You can't write if you don't read </li></ul><ul><li>Find people on blogsearch.google.com, Technorati, regular Google search, links people send, etc. </li></ul><ul><li>You gotta learn how to use an RSS reader (google reader) </li></ul><ul><li>Start to participate with your favorite blogs </li></ul><ul><li>Blog rolls </li></ul>Photo credit: http://www.flickr.com/photos/sabeth718/3745495331/

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Creating Your Editorial Calendar A what? <ul><li>How often you post (obey!) </li></ul><ul><li>Who posts, when </li></ul><ul><li>The nature of the posts - do people have a regular &quot;beat&quot; </li></ul><ul><li>Can change based on real-time data and audience reaction </li></ul>

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Blogs and SEO <ul><li>Content updated regularly </li></ul><ul><li>SEO friendly </li></ul><ul><li>Bonus terms </li></ul><ul><li>Inbound Links </li></ul><ul><li>On page SEO items </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Links </li></ul></ul>

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In Blogging, the Turtle Beats the Hare Blogging is a marathon not a sprint.

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Measure: Feedburner <ul><li>Trends - Are things growing? </li></ul><ul><li>Sources - How are people subscribing? </li></ul><ul><li>Reach - Who clicks on links in your RSS? </li></ul>

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Measure: Google Analytics <ul><li>&quot;Content&quot; view </li></ul><ul><li>Traffic sources is, too </li></ul><ul><li>Get familiar with advanced segments ...Or set up custom filters </li></ul><ul><li>New engagement metrics </li></ul>

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PR: Getting Your Blog Heard! <ul><li>Social content-sharing networks (Digg, Delicious, StumbleUpon etc.) </li></ul><ul><li>Social &quot;friends&quot; networks - LinkedIn, Twitter, Facebook, Friendfeed </li></ul><ul><li>Email marketing </li></ul><ul><li>Comments on other blogs, forums, etc. </li></ul><ul><li>Word of mouth </li></ul><ul><li>SEO </li></ul>The tools:

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<ul><li>Funny - gotta pass it along </li></ul><ul><li>Inspiring - reading this makes me want to DO something </li></ul><ul><li>Valuable - wow, that helped me with this problem (resource, how-to, video, etc.) </li></ul><ul><li>Important - you need to know this (news, events) </li></ul>Why Content Gets Shared

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<ul><li>Pay attention to comments </li></ul><ul><li>Engage every commenter </li></ul><ul><li>See what content is popular on other blogs </li></ul><ul><li>What questions are people asking you offline? </li></ul><ul><li>What problems need to be solved but have few answers? </li></ul>Photo: http://www.flickr.com/photos/seandreilinger/439462046/ It's About Them, Not You

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3 Ways to reach out to other bloggers to help market your content <ul><li>Create valuable content and make sure they can see it </li></ul><ul><li>Guest blogging opportunties </li></ul><ul><li>Comments </li></ul>Photo credit: http://www.flickr.com/photos/amit-agarwal/856769331/

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In It For the Long Haul <ul><li>You will get better and faster </li></ul><ul><li>Become part of your online community </li></ul><ul><li>Don't burn out OR fade away (marathon not a sprint) </li></ul><ul><li>Pay attention to trends </li></ul><ul><li>Narrow your niche </li></ul>

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Re-cap <ul><li>Define who does what and when </li></ul><ul><li>Know your audience </li></ul><ul><li>Be consistent </li></ul><ul><li>Listen, read, listen, read, write </li></ul><ul><li>Measure </li></ul><ul><li>PR strategy </li></ul><ul><li>Do something memorable </li></ul>Photo: http://www.flickr.com/photos/iamthebestartist/128004712/

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Learn More! <ul><li>Web Vision Blog - http://www.hallme.com/blog </li></ul><ul><li>Webinars – http:// www.hallme.com/webinars </li></ul><ul><li>Follow Hall on Twitter - @ Hall_Web </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) </li></ul><ul><li>[email_address] ‏ </li></ul><ul><li>Problogger: http://www.problogger.net/ </li></ul><ul><li>#blogchat 9pm EST Sundays (except this week) </li></ul>Questions?