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More Bites at the Apple#pcn13apple
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Each Blog Post=New Page
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.
Improve organic traffic, lead
generation, brand awareness,
engagement with a blogging strategy that targets both
keywords and customers
ONE BITE AT A TIME
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But how?
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Change your perspective.
You see apples close-up but not the
orchard.
You have “Business Owners’ Disease.”
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A good blog helps customers find your orchard and their way through it.
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But what will we blog about?
Plenty…….if you stop thinking like a business owner and start thinking like
a customer or client.
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Customer Stories
Potential and current customers like to read
about people like them.
Like grapes, one is never enough and readers will come back for
more.
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Tips and Lists
People love them because they are easy and quick to read. They
will share them.
Like a pineapple, one
goes a long way.
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Company Information
Make “announcements” into “stories” about
services, products, staff and community
involvement.
Like bananas, such posts are
satisfying.
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Hot Topics and Trends
Leverage news, industry surveys and local events to keep the website fresh.
Like pears, such posts are trendy.
In a good way.
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Q & As
Q&As with company players, experts and
clients showcase company culture.
Like oranges, such posts show an organization
is healthy.
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Video
Capture some talking fruit – staff, clients, customer
submissions
Shows willingness to meet people
where they are – on YouTube
Before you start
Invite ideas - don’t dictate
Think about voice, tone and goals
Think RELATED information
A good blog is generous
A good blog isn’t pushy
Don’t make it all about you
50-50 mix at first, get to 25-75
Bank 4 to 6 posts before you publishCopyright 2013, Content that Connects and Pamela Coyle
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PLAN and CALENDAR Think in terms of clients’ decision-making cycles
Dovetail with marketing calendar
BUT stay ahead of traditional advertising
Leverage local events
Pick 3 or 4 themes
Loose quarterly plan, specific monthly plan
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Where to look Customer letters
Industry white papers, studies, surveys
Social media – invite happy clients to contribute
How you solved a customer’s problem
Product reviews
Employees – why the stay, like their jobs
Fun facts
Company history, annual reports, photos
Events in which you or team participate
How business is changing
Tips on using your product/service
Have prospects write
Customer videos
Personality, character hobbies
Copyright 2013, Content that Connects and Pamela Coyle
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What Potential Customers Want
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What Potential Customers See
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What Google Sees
20Copyright 2013, Content that Connects and Pamela Coyle
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