How To Develop Your Blog
& Content

Welcome!
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Please type in your questions along the way
• Slide deck on Slideshare
http://bit.ly/doylebuehler16

Still Fighting Fires
With “Online”?

Get The Right Tools & Training
#ownonline

What’s Important
Today?
• Content Development
• Your Persona
• Helping Out Your Blog

What Are YOU Going To “TALK”
About?

WHO Are You Talking to?

INFLUENCE To ACTION
• Move your “audience” to your own lists and
own pages.
• Not about “engagement”
• About INFLUENCE
• WIIFM?
• What Do You Want To Achieve?

What is Content?
• Not just a “blog”
– Ebooks, checklists, webinars, videos, web text, images,
infographics, stories, books, course, training…
• Educating Your Audience
• Creating awareness of ‘you’ (Profile)
• Informing about their “environment”
• Focused on YOUR keywords

Content – What to Say
• From Content Plan?
• To Whom? Persona
• Are you delivering
your value?

Your CONTENT Drives
Your Audience
• What is YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
• Where is your Digital Leadership? Your
Strategy?

#OwnOnline

“Your
CONTENT is
what people
READ about
you when
you’re not
around”

What About Keywords?
• Yes, research!
– https://www.google.com.au/trends/
– https://adwords.google.com/KeywordPlanner
– http://www.semrush.com/
More so, they distill out as PART of your VALUE
statements, Your digital strategy, and your specific
content!

Defining Your
Audience

Identify Your Persona
TARGET PERSONA: ________________________________________
Job title/Role: ____________________________________________
Typical challenge: _________________________________________
Needs Gap: ______________________________________________
Funnel position: __________________________________________
What she cares about: _____________________________________
Place your persona’s picture here and give her
a name, to help your content team keep her
top-of-mind.

How to Grow you
Audience With Content?
• Reciprocity – SHARE LIKE COMMENT
– As ‘your’ business & personal profile
• Interest Followers & Leaders – Key People of Influence in Your Industry
• Add YOUR content to the mix
– Value from your strategy?
– WIIFM?
• Be proactive & Outgoing
– “ASK” to connect for personal pages
– 5 Minutes/day

How To Launch Your Content Development
Program
• Step 1 – Define Your Persona
• Step 2 – Identify Your Channels – Where IS your audience?
• Step 3 – Define your Story, Your Goals – The Why, The Value
• Step 4 – Develop Your Content Types *BLOG*
• Step 5 – Create Your Schedule. STICK with it!
• Step 6 – Create Your Content Matrix - Distribute & Dominate
• Step 7 – Repurpose, Re-use

Content Creator Worksheet

Blog Detailer

Blog Template – Part 1
[Main Detailed Title 3-5 keywords]
[Subtitle: 2-3 Sentences]
[URL: Keywords]
What you will learn [Introduction content, key bullet points that you will cover]
New [company] Blog By [author]
[Main Blog Content 200-500 words]
[Links to 1 or more previous blogs, written into content, where applicable]
[Links to 1 or more external references, where applicable]
[1-2 Images, with proper tags, referencing and linking]
[Proper close, conclusion, wrap up with “what you have learned, and how to use it”]
Thank you for reading!

Blog Template – Part 2
If you need additional help with this topic on [XYZ], or would like more information,
just send me a quick email [email address] and I will help you get there. I am
always excited to hear from you, and to help you […].
Has this article been helpful? Please comment below or send me an email. I am
always excited to hear from people making it happen!
What do you find challenging in […]. Ask me now!
[Author, website, contact details, main social channels]
About [author]:
Bio [150-250 words + author photo]

Blog Template – Part 3
SEO Tags/keywords
[8-12 core keywords specific to this blog article]
Meta Description
[Main Introduction: 2-3 sentences, plus…] Find out now in the new blog post about [blog
title] by [author, website]
Categories
[Always select specific blog categories that are related to the actual content]

Analytics
You Can’t Measure
What You Can’t
See?

Performance
• Baseline – take one – use
Google Analytics or Onsite
• Objectives – what are they
• Optimisation – yes, back
and forth
• KPIs – what are you
measuring
• ROI – What is it, how?

HOT Seat
What Is Your
Experience With
Blogging? Good?
Bad? Ugly?

Your Homework Notice!
To The BLOG, BATMAN!

Trust The Process
#OwnOnline

Don’t just stand there staring…

The End of The Story?
It’s more about the conversation, the
community, as well as the connections that you
make
The conversion is the result of having a
strategy, having a process, and having all of the
pieces in place for your audience.

Where to go for more help?
Slide Deck on Slideshare.net
bit.ly/doylebuehler16
Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle
#OwnOnline

Where to go for more help?
• Let’s connect on Twitter, Linkedin, Facebook –
Just search ‘Doyle Buehler’ @doylebuehler
• Need any Tips? Please email me with ANY
questions doyle@thedigitaldelusion.com
• Call me +61 413 106 880
#OwnOnline

Questions?
Email doyle@thedigitaldelusion.com
#OwnOnline

http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://www.instagram.com/doylebuehler
http://www.youtube.com/user/doylebuehler
Please Find & Follow Me On Social

#OwnOnline

I’m Giving Away A Paperback Copy of My Book
on Digital Leadership…
“The Digital Delusion: How To Overcome The
Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline