Embed Size (px)
DESCRIPTION
Presentation about blogging to the Association of Consultants to Nonprofits
Citation preview
The Ins and Outs and Ups and Downs of Blogging
Where Does a Blog Fit Into Your Marketing Strategy?
Presented by
Tom CiesielkaTC Public Relations
www.tcpr.net
Why a blog?
#5 According to EBiz |MBA
Content marketing is the discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.
- Content Marketing Association
Why? Intuitive
• It gives your business a “personality”• Shares your expertise in your “voice”• Gives readers the “why” behind your business• Has duel marketing purpose with “content”
and public relations • Encourages your “continuing education”
Why? Statistically
• 43% of marketers generated a customer from their blog this year. Hubspot 2013 State of Inbound Marketing Report
• 82% of marketers who blog on a daily basis acquired a customer using their blog, as opposed to 57% of marketers who just blog monthly. Hubspot 2013 State of Inbound Marketing Report
• 86% of B2B small business marketers favor blogs as their most effective content marketing tactic. B2B Small Business Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America
Excerpts from Real Lawyers Have Blogs http://kevin.lexblog.com/
Website Copy Cat?
Cool Cat
Three Must-Answer Questions
• How can you determine if a blog really is a missing piece of your marketing puzzle?
• What business result do you desire?
• Who will write, manage, and promote the posts?
Source: Google Zero Moment of Truth 2011
Blogging.org Ignite Spot
Measuring a Blog’s ROI
ROI Expressed as a Percentage =
Revenue - Investment Investment
______________________________________• Time spent per post • Measure revenue-related activities• Compare to other business development tactics• Fun factor
Stand Alone or Integrate?
Difference Between Fun and Foolish
Fun with a Purpose
Semi-fun
Three Step Planning
Mission
Editorial Calendar
Technology
Clear Mission
Tactics
• Frequency (?) – As often as there is something worth writing
• Blog publicity plan • Blogrolls = alliances• Link strategically • When you invest in images, pursue a return • Guest blogging’s double payback
Writing Strategy
• What’s the point?• Do your posts connect need to marketing
objective?• Headlines not thesis statements • Think “living room” not “boardroom”• Editorial, informational, time-sensitive,
trending topic (pick one, maybe two)
Filling the Blank Blog
• Editorial calendar guidelines:
– Features– Trends– News– Surprises
Owned Media Measuring
Page Views and Twitter Followers
Transition Point?
“Arguably, more satisfaction is derived from writing an in-depth blog, but Twitter allows us to get right to the point. Is there room for both to co-exist online? … it's worth taking a look at ... and what [it] means to a media sphere that's becoming more about headlines than context.”
Daniel Sieberg CBSNews.com
How might your “baby” grow up?
• Discussion and questions
Now what?
• It’s where the “right brain” meets the “left brain” with content marketing
• Started a blog? You’ve done about 20% of the work to make it successful
• “What do we want? Patience. When do we want it? NOW!” – Al Franken
• “Small” can be the new “big”
