To Blog or Not to Blog

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1 Lorem Ipsum Dolor To Blog or Not to Blog 5 Steps to Generating New Leads Through Content Marketing February 17, 2016

2 A little about me. I work at Whittington Consulting in Richmond HubSpot Gold Partners Ecommerce & marketing for 10 years Online marketing consulting for 3 years I have a yellow dog named Bedford

3 A quick poll.

4 Why are we here? Your website is more important than ever Online marketing matters to niche businesses Can reach more customers with blogging Need to know who your ideal customers are Have to be intentional about planning your blog Can generate leads or sales from your website

5 The new sale.

6 What s changed? The buyer has almost total control in the sales relationship Your sales person is no longer the information gatekeeper The buyer is more informed than ever Sales is now: Always be helping, not always be closing Your website can be your best sales person - They never need sleep or breaks! Up to 90% of the sales process occurs before a buyer reaches out to your company - Forbes

7

8

9 Why blog? A blog Attracts new visitors to your website Assists in converting traffic to leads Positions you and your company as thought leaders Drives long-term results Helps turn customers into evangelists Gives you fuel for social media and marketing

10 Blogs drive more traffic Companies that blog get significantly more website visitors than those that don t

11 Attract new visitors to your site

12 Attract new visitors to your site

13 Lead gen offer

14 Landing page

15 Thank you page

16 Results Scalability - more offers, more leads Fill sales pipeline

17 1. Define your audience Before you start writing, PLEASE Get to know your ideal customers Create buyer personas Understand what they re interested in Know what terms they use to describe their problem or need Find out where they hang out Write for your customers, not for company

18 2. What should you write about?

19 3. Set a schedule Start slowly Build up a bank of posts before taking anything live Once or twice per week can be enough The more great content, the more keywords, the more shares, the more traffic

20 4. Determine a platform Free: WordPress - Most popular. Tumblr Blogger SMB/Enterprise: HubSpot - Full marketing suite.

21 5. Promote your content Your blog should have subscription forms Share blog posts via to subscribers Share via social media Use relevant hashtags on Twitter Start or share content in LinkedIn groups Recycle top performing blog posts Partner with other blogs for guest post opportunities

22 Set standards Title: Should be unique and include the target keyword. Should be under 70 characters in length, closer to 50 would be ideal. Description: The description should be unique and kept to under 150 characters. It should tease the blog post and give an idea about what the post is about. Subheadlines: Subheadlines should be used to break up copy and make it easy for readers to skim the article. Images: Each post should have at least 1 image. The image should include alt text of the blog title. Internal links: Include at least 2 internal links in each post. CTA: Every post should end with a relevant CTA to give readers a clear next step.

23 Keyword search Title Descriptions

24 Keyword in title. Social share. Internal link. Subheadline with keyword. Photo with alt text.

25 Super-helpful tools BuzzSumo Scan competitors blogs for most shared content HubSpot Blog Title Generator Blog title ideas Canva Free image editor Pre-sized blog post and social formats Dollar Photo Club Cheap stock photos Hashtagify.me Identify popular hashtags in your industry

26 Super-helpful tools MailChimp Easy platform HootSuite Social media scheduling Google Analytics Data and blog performance Google Forms Collect information for buyer personas Google Docs Collaborative document editing

27 Super-helpful tools Trello/Basecamp/Teamwork Project management Evernote Note taking app Wunderlist The best to-do list Uberconference Free conference line with recording capability Scripted Paid writing service - Killer platform

28 Tips Repurpose existing content Presentations, s, proposals, etc. Turn blog posts into ebooks or vice versa Interview SMEs and use the discussion as the basis for your blog post Comment on other content you find Aggregate good content Use video for quick, engaging content

29 Questions?

30 Thank you!

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