Business Blogging and Content Marketing 101

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Information about Business Blogging and Content Marketing 101
Education

Published on March 10, 2014

Author: dtstanley

Source: slideshare.net

Description

This is my slide deck from a presentation/workshop conducted on 3/7/14 for small business owners and entrepreneurs.

Blogging & Content Marketing 101 How blogging and content marketing can help you build your brand & business Don Stanley @3rhinomedia www.3rhinomedia.com

Our Road Map 1. What is it blogging & content marketing? 2. Why do it (business case for it)? 3. How to get going (with in class exercises) @3rhinomedia | 3rhinomedia.com

Your Guide @3rhinomedia | 3rhinomedia.com Don Stanley 3Rhino Media University of Wisconsin-Madison @3rhinomedia

@3rhinomedia | 3rhinomedia.com “Well done is better than well said.” - Benjamin Franklin

Intros @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

What isBlogging & Content Marketing? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

“However beautiful the strategy, you should occasionally look at the RESULTS.” - Winston Churchill 20/80% @3rhinomedia | 3rhinomedia.com

“However beautiful the strategy, you should occasionally look at the RESULTS.” - Winston Churchill 20/80% @3rhinomedia | 3rhinomedia.com

Think Magnets not Sledgehammers @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Processfor blogging & Content Marketing @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com 1. Know why 2. Know who 3. Know how The Starting Line

Whydo it? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Why• Increase awareness • Build connections • Display thought leadership • Increase traffic • Increase leads • Increase sales Let’s look at some numbers … @3rhinomedia | 3rhinomedia.com

Traffic @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com 97% Businesses with active blogs get 97% more leads than businesses that don’t blog @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com 50% of consumers say content marketing has a positive impact on their purchasing decision @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com 61% of consumers feel better about a company that has a blog @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com 62% Lower cost per lead @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com 80+% Of buying cycle complete @3rhinomedia | 3rhinomedia.com

@3rhinomedia | 3rhinomedia.com 434% Websites that have blogs have 434% more pages indexed by Google than sites with out a blog @3rhinomedia | 3rhinomedia.com

Leads @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Authority @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

When You Have a Question What do you do?

5.1 billion searches DAILY!

DON STANLEY | @3rhinomedia | 3rhinomedia.com How does it work?Ostrich Marketing Doesn’t Work

A quick case study: River Pools and Spas • Founded in 2001 • 3 Person Operation Offering Fiberglass Pools • Regional Business @3rhinomedia | 3rhinomedia.com

October 10, 2007 (7,882) @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Moneyball: #s that Matter 15%Typical closing rate in the pool industry @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

DON STANLEY | @3rhinomedia | 3rhinomedia.com A quick case study: River Pools

W 15%|30Typical closing rate in the pool industry If a visitor read pages What is the $Ball for Your Business? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

15%|30 = Typical closing rate in the pool industry If a visitor read pages River Pools New closing rate What is the $Ball for Your Business? 90% @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

HOWdid they do this? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

They Ask You Answer @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Value of a Single Post? @3rhinomedia | 3rhinomedia.com

Value of a Single Post? $2.4 M @3rhinomedia | 3rhinomedia.com

Value of a Single Post? $2.4 M Value of a Two Posts? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Value of a Single Post? $2.4 M Value of a Two Posts? $3.0 M @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

DON STANLEY | @3rhinomedia | 3rhinomedia.com How Do They Handle Leads Now? Assignment Selling & 30 page buyers

DON STANLEY | @3rhinomedia | 3rhinomedia.com Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing

DON STANLEY | @3rhinomedia | 3rhinomedia.com Where to Start? 1: Get Found Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing Totals for Jan 1, 2011 – Jan 7, 2013 Totals for Jan 1, 2013 – Jan 7, 2013

A quick exercise with questions @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

To someone, you are a 4th grader

Let’s review some real-world case studies. Please note: each person has • a focus, • a core audience they speak to, • they are not big names outside of their industries, • they don’t have formal degrees in their areas of expertise • are doing very well financially WHILE pursuing their core interest

Some case studies @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Ana-White DON STANLEY | @3rhinomedia | Spring 2013

Gary Vaynerchuk DON STANLEY | @3rhinomedia | Spring 2013

Patrick Flynn DON STANLEY | @3rhinomedia | Spring 2013

James Wedmore DON STANLEY | @3rhinomedia | Spring 2013

DON STANLEY | @3rhinomedia | Spring 2013

break @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

We know our why @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

NOW Who @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

“Simplicity is the ultimate sophistication” Leonardo Da Vinci

Remember EVERYONE starts @ zero

DON STANLEY | @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

DON STANLEY | @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

DON STANLEY | @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com

Who is my target market? @3rhinomedia | 3rhinomedia.com

20/80or F.O.C.U.S @3rhinomedia | 3rhinomedia.com

Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: @3rhinomedia | 3rhinomedia.com

Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? @3rhinomedia | 3rhinomedia.com

Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? • Why are they interested in this topic? @3rhinomedia | 3rhinomedia.com

Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? • Why are they interested in this topic? • What are their business problems? @3rhinomedia | 3rhinomedia.com

Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? • Why are they interested in this topic? • What are their business problems? • What tools do they use to find their answers (Google, Facebook, Forums, etc.)? @3rhinomedia | 3rhinomedia.com

What questions do they have? @3rhinomedia | 3rhinomedia.com

Are there cycles for content? @3rhinomedia | 3rhinomedia.com

Are there cycles for content? @3rhinomedia | 3rhinomedia.com

why & who Now some how @3rhinomedia | 3rhinomedia.com

What tools should I use? @3rhinomedia | 3rhinomedia.com

What tools should I use? Blogging platforms? @3rhinomedia | 3rhinomedia.com

What tools should I use? Blogging platforms? Hosting options? @3rhinomedia | 3rhinomedia.com

What tools should I use? Blogging platforms? Hosting options? Types of content? @3rhinomedia | 3rhinomedia.com

What tools should I use? Blogging platforms? Hosting options? Types of content? Social media promotions? @3rhinomedia | 3rhinomedia.com

Let’s review @3rhinomedia | 3rhinomedia.com

Let’s review Know why @3rhinomedia | 3rhinomedia.com

Let’s review Know why Know who @3rhinomedia | 3rhinomedia.com

Let’s review Know why Know who Know how @3rhinomedia | 3rhinomedia.com

QUESTIONS? @3rhinomedia | 3rhinomedia.com Don Stanley 3Rhino Media @3rhinomedia www.3rhinomedia.com

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