l i fBlogging foImprove your Sear

Engage yourEngage your

PresentP l R t PPaul Roetzer, Pres

Septembe

ior Business:rch Engine Rank & r Customersr Customers

ted by:id t | PR 20/20sident | PR 20/20

er 8, 2008

Social Media Participp

• Watch video from other users = 29• Watch video from other users = 29• Read online forums or discussion • Read blogs = 25%Read blogs = 25%• Maintain a social networking profi• Comment on someone else’s blComment on someone else s bl• Publish, maintain or update a b• Use RSS = 8%Use RSS 8%

US: Forrester's North American Social Technographics On

pationp

9%9%groups = 28%

le = 20%log = 14 %log 14 %

blog = 11%

nline Survey, Q2 2007, 10,010 respondents.

Why Do Businesses y

•Create connections and bu

•Optimize Websites for impro•Optimize Websites for improrankings, which generates links and leadslinks and leads.

•Establish professionals as eand innovators.

Blog?g

uild relationships.

oved search engineoved search engine Website traffic, inbound

experts, thought leaders

Blogging for Businesgg g

G t d f t thGrow smarter and faster tha

Part 1: Tools of the TradePart 1: Tools of the Trade

Part 2: Building Your BloggPart 2: Building Your Blogg

Part 3: Resource Center

ss

titan your competitors.

ging Strategyging Strategy

ParTools of t

rt 1:the Trade

Tools of the Trade

Blog SearchDiscover blogs in your industry

Tools of the Trade

Really Simple Syndication (RConsume and share regularly upda

• Delivers updated content fromDelivers updated content fromforums • Feed is transmitted from the hby your RSS feed reader

RSS) Feedsated content

m blogs news sitesm blogs, news sites,

host site and received

Tools of the Trade

RSS Feed ReadersMonitor all your priority RSS feeds o

www20

on one page

w.netvibes.com/pr20p0

Tools of the Trade

Google News AlertsKeep a pulse on your online brand

C ( ith i ti )• Company name (with variations)

• Key executives

• Priority keywords (commentPriority keywords (comment opportunities)

• Competitors

• Events

• Products/services

with email alerts from Googlewww.Google.com/Alert

s

Tools of the Trade

Social BookmarkingFind and share great content

Tools of the Trade

Blogging PlatformsSelect a powerful publishing tool for

• Simple RSS and email subscriptionSimple RSS and email subscription

• Social media integration

• Technical & community supporty pp

• Categories

• Tags

• Pinging services

• Multiple authors

• Custom URL with your own domain Blog Software Comparison Chart: http://www.ojr.org/o

r your blog

ojr/images/blog_software_comparison.cfm

Tools of the Trade

Domain Name

✓ www.YourBlog.com

✓ www.YourBlog.YourCom

✓ www YourCompany com✓ www.YourCompany.com

X www.YourBlog.wordpresg p

mpany.com

m/YourBlogm/YourBlog

ss.com

Tools of the Trade

Search Engine Optimization

• Create a keyword

Generate traffic, inbound links and l

Create a keyword universe (300-500 words)

• Prioritize keywords (25• Prioritize keywords (25-50 words)

• Use is titles, meta data, subheads, copy

• Optimize anchor text from inbound links

leads

PartPartBuilding Youg

Strat

t 2:t 2:ur Blogging gg gtegy

Building Your Bloggig gg

1) Who will you reach?

2) Wh t ill ?2) What will you say?

3) How will you measur3) How will you measur

4) What will you do to p4) What will you do to p

ing Strategyg gy

?

re success?re success?

promote the blog?promote the blog?

Who Will You Reach?

Audience Segments• Customers• ProspectsProspects• Mainstream media (print, • Social media (bloggers fo• Social media (bloggers, fo

social networkers)• Employees• Community membersy• Suppliers/vendors/affiliate

?

broadcast)orum participantsorum participants,

es

Who Will You Reach?

Social Technographics

?

Who Will You Reach?Who Will You Reach?

Demographics

• Baby Boomers: Born 1946-1964 (ages 44-62)

• Generation X: Born 1965-1980 (ages 28-43)

• Generation Y: Born 1981• Generation Y: Born 1981-1990 (ages 18-27)

• Generation Z: Born 1991-P t ( 17 & d )Present (ages 17 & under)

http://www

Data from Forrester Research Technographics® surveys, 2007. For fu

??

Generation Y (The “Millenials”)

w.forrester.com/Groundswell/profile_tool.html

urther details on the Social Technographics profile, see groundswell.forreste

What Will You Say?What Will You Say?Ideal Topics S

• Commentary on MSM articles, other blogs,

t t dnews, events, trends• Relevant links

T l ti• Tools, resources, tips, ideas, lists • White papers case• White papers, case studies• Company newsCompany news• Photos, video, podcasts

Sample Blog Editorial Calendar

What Will You Say?What Will You Say?Engage Your Readers

• Write with passion in an avoicevoice.

• Make every post relevantneeds and interests of your

• Publish content on regula• Publish content on regulaper week at minimum.

• Encourage comments andiscussion.

authentic, human

t to the wants, r readers.

ar basis Target oncear basis. Target once

nd stimulate

What Will You Say?Makes Post Easy to Read

What Will You Say?

• Limit to 250 words or less

• Use lists, bullet points, boheadlines.

• Write in short paragraphslines of textlines of text.

s whenever possible.

old facing and

s. Never more than 6

How Will You MeasurSearch Engine Rankings

How Will You Measur

• Brand• Industry/Divisionsy• Products/Services• Geographic

Searches Difficulty

Geographic

Company Name 75 66

Service #1 500 70

S i #2 800 72Service #2 800 72

re Success?re Success?

Cost Per Click Rank Visits Leads

<$0.50 1 65 10

$1.85 8(+10) 50 5

$2 05 45( 12) 4 0$2.05 45(-12) 4 0

How Will You MeasurInbound Links

How Will You Measurre Success?re Success?

How Will You MeasurSite Analytics

How Will You Measur

• Visitors• Pageviews• Pageviews• Bounce rate• Keyword• Keyword performance• Time on siteTime on site• Referrers

re Success?re Success?

How Will You MeasurConnections

How Will You Measur

• Leads

• Subscribers

• Comments• Comments

re Success?re Success?

How to Promote?

Prominent Homepage Link

How to Promote?

Email Boilerplate

How to Promote?

Simple Subscriber Options

How to Promote?

Social Bookmarking

How to Promote?

Pinging Services

How to Promote?

Additional Promotion Tactics

•Twitter (microblogging tool)tool)

•Social networking gprofiles

•Forum participation•Forum participation

•Comment on other blogs

s

•Email links to clients, t f i dprospects, friends

•Email newsletterEmail newsletter

•Business cards

•Link to other bloggers

PartPartResourceResource

t 3:t 3:e Centere Center

Resource Center

Books

• Groundswell by Charlene Li a

• Blog Marketing by Jeremy W

• The New Rules of Marketing• The New Rules of Marketing

• The Corporate Blogging Book

• Wikinomics by Don Tapscott

and Josh Bernoff

Wright

& PR by David Meerman Scott& PR by David Meerman Scott

k by Debbie Weil

and Anthony D. Williams

Resource Center

Blog Posts

Hubspot — All post tagged “Blogginhttp://blog.hubspot.com/blog/tabid/630

Chris Brogan — All posts tagged “Blhttp://www.chrisbrogan.com/tag/blogginhttp://www.chrisbrogan.com/when-your

PR 20/20 — All posts tagged “Bloggihttp://www.pr2020.com/Blog/?tag=/blog

ng”7/Default.aspx?Tag=blogging

logging”ng/r-blog-is-a-grand-stage/

ing for Business”gging+for+business

Thank

Paul Roetzer, PresPaul Roetzer, Prespaul@pr2(800) 92

www.PR2

k You

sident | PR 20/20sident | PR 20/202020.com20-1623

2020.com