Hubspot Blog - iMarc

nostrilshumorousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

44 εμφανίσεις

To blog or not to blog? That IS
the question.

Newburyport Chamber of Commerce Educational Seminar,
Sponsored by iMarc

Agenda


Who is iMarc?


To Blog or Not to Blog?


What Makes a Blog Successful?


How Do I Get Started?


Q & A


Who is iMarc?

About iMarc


Develop custom web and mobile solutions
on our custom content management
system;


Specialize
in user experience, creative
design, and business systems
integration;


Founded
in 1997, 200
customers;


Consultative approach.

Services


Web
Strategy


Consulting


Branding, Design, and Photography


Web Development


Mobile Applications


Maintenance
and Hosting

Expertise


Technology


Financial
Services


Pharmaceutical


Bio
-
technolog
y


Business to Consumer


Non
-
profits


To Blog or Not to Blog?

What is a Blog?

Blog /
blôg
/

Noun
: A website on which an individual or
group of users record opinions, information,
etc
. on a regular
basis.

Verb: Add new material or regularly update a
blog.


Anatomy of a Blog


Share


RSS Feeds


Recent Blog
Posts


Comments


Author’s Bios


Related Blogs


Archive

Users are Researching Online

“78% of Internet users conduct product
research online.”

Kagan
, Marta. “12 Mind
-
Blowing Statistics Every Marketer Should Know.”
Hubspot

Blog
. 1 Apr. 2011.

Why is it Important to Blog?


Provide relevant
and engaging
content to your
audience


Highlight your
expertise and
industry
knowledge

Why is it Important to Blog?


Leverage your
blog to drive
engagement,
include strong
calls to action

Why is it Important to Blog?

Of 236 businesses surveyed, “87.4%
successfully increased measurable SEO
objectives as a direct result of blogging.”

Odden
, Lee. “Survey Results: Impact of Blogging on Search Engine Optimization.”
TopRank
. 2010.

Why is it Important to Blog?


Dynamic blog
content will
drive Search
Engine
Optimization
(SEO)

Why is it Important to Blog?

Your COMPETITORS are blogging and it’s
on the rise!

“65% of companies publish a company blog
in 2011 vs. 48% in 2009.”

Miller, Melissa. “Businesses Blogging Up 17 Percentage Points in 2 Years.”
Hubspot

Blog
. 7 Mar.2011.




Key Takeaways


Blogging is another facet of customer acquisition and a key
marketing function for your organization


Blogging is about content and you must be committed to
it’s sustainability


What Makes a Blog
Successful?

What Makes a Blog Successful?

“If each time the consumer goes to your site,
there is a blog entry dated within the last day
or so, they will be more likely to trust the
content of the entire site as being updated
and valid.”

Angus, George. “Top Ten Reasons to Blog Your Business Site.”
George Angus
. 21
May.2010.




What Makes a Blog Successful?

Content is KEY


How to Regularly Update Your Blog


Determine how often you want to Blog and align blog posts
with:


Seasonality


Information about the organization


Promotions and Events


Newsworthy Items

How to Regularly Update Your Blog


Develop an Editorial Calendar to Align with this Information


Nominate Staff to Write Content for the Blog


If you plan to blog weekly and assign 4 staff members a
blog then it’s only one blog per month, per person

How to Regularly Update Your Blog


Develop and Share the
Blog Calendar with the
Team


Plan for your blog
topics in advance


Example: Essex
County Greenbelt
Association


What Makes a Blog Successful?

Make every word count….

“Focused, targeted content will drive your
blog’s success…Blogs with restraint,
selectivity, cogency and brevity…will use
attention more efficiently and ought to win.”

Godin, Seth. “The Noisy Tragedy of the Blog Commons.”
Seth Godin’s Blog
. 13 Mar.
2006.




How to Regularly Update Your Blog


Blog topics should represent an intersection of the
organization’s needs and your customer’s needs;


Provide user
-
centric content

that can provide them with the
answers they are looking for.

What Makes a Blog Successful?

Provide relevant, targeted content, specific to
your audience.

“[B]logging endlessly blinded to your goals
gets you nowhere. Stay on the path and steer
clear of burnout by knowing your goals and
your audience.”

Evans, Meryl K. “Just How Often Should you Blog?.”
gigaom
. 26 Feb. 2010.




How Do I Get Started?

Create a Blog

There are a lot of ways you can approach developing your
own blog:


Incorporate it into your Website CMS


Create a Google Blog (Blogger/
Blogspot
)


Create a
WordPress

Blog

Create a Blog

Incorporate a Blog into your Website CMS:


Partner with your developer to create a blog;


Feature Author information, Share, and Social Media
integration;


Enhance SEO by driving content to your main site.

Create a Blog

Create a Google Blog with various features including:


Custom URL


Web standard compliance


Drag and drop template editing interface


Locations to post through geo
-
targeting


Preview dialog


www.blogger.com



Create a Blog

Develop a
WordPress

Blog :


Most popular CMS in use online


Install specific themes, standardized
formating


SEO friendly


Clean link structures


www.wordpress.com



Drive Traffic to Your Blog

Communicate with users where they are
already engaging with content.

“75% of people are somewhat or highly likely
to share content they like online with friends,
co
-
workers or family…49% do this at least
weekly.”
Garvey, Kristen. “Consumer Engaged Via Social Media Are More
Likely To Buy, Recommend.”
Chadwick Martin Bailey Consumer Pulse
. 8 Feb. 2010.




Drive Traffic to Your Blog

Promote your blog and encourage users to easily engage
with your blog:


Integrate your blog with Social Media


Facebook, Twitter, LinkedIn.
Check out:
www.socialquickstarter.com
/



Incorporate Share Features such as “
AddThis



Use outbound email to drive traffic to your blog


Constant Contact


Encourage users to sign up for RSS Feeds


Create a Blog

Measure Your Success with Google Analytics:


Free Web Analytics Tool


Track your SEO before and after you create your blog


Optimize your site based upon traffic patterns


Track what blog topics get the most hits


http://www.google.com/analytics
/


Q & A

Thank you.