<< by on December 5th, 2012
It’s time for Blow Me Away Blogging! I’m listening to arguments for blogging, so I guess it’s fitting that I am blogging this session. I’ll jump right in:
Jennifer Evans Cario
Jennifer Evans Cario says that we may be tempted with Pinterest, Facebook, Twitter, etc. and leave our blog behind. But we have one brand and many homes – don’t just focus on one. For instance, if we spend all our time on Twitter and it dies tomorrow, we have nothing. We need channels to support our website and our blog marketing channels. Social media is a channel, not a destination. Use social to entice them and then get them to subscribe to your newsletter.
Why did we get started with social media in the first place? Social media delivers traffic and links. This is the connection and tie for SEO and social, so you can’t ignore this. From that, social media delivers conversions, registrations, leads, whatever your desired action is. Social media can deliver credibility.
The entire social media strategy should be focused around your blog. If they come in through social, help make it easy for them to find your relevant content by providing those relevant links. Trends don’t control blogs, like other social media channels, they won’t go away!
Mike Arnesen loves to blog. But he realizes that blogging is hard for a lot of people. It takes creativity, passion, and time. People don’t always want to put that in it. Here are his 8 blogging takeaways:
- Blog frequently and on schedule. Readers should know your blog is an active place and that they have a reason to come back more often. This can build credibility and is great for SEO.
- Incentivize the bloggin team. Use a content calendar and a nice bonus per post (He get’s $100/post. I want that! ). Is blogging part of their job or is it something extra that select contributors sign up for? Is there a blogging advocate to help explain WHY they have to blog?
- Let your audience do the work. Look for questions people are asking and answer them. They can help take the initial creativity for idea away – check Quora, Reddit, comments.
- Find and exploit opportunity gaps. Google an idea and see what shows for it? If people look for “why cats are the best” and no one matches that exact query, write about it!
- Leverage Google Authorship. Seeing your face can help build branding and trust.
- Optimize your meta-data. Title tags, description, and OG tags. (I’ll be talking about steps 5 and 6 in more detail during my presentation tomorrow at 9AM. Be there!)
- Include fast action social sharing buttons. Make it easier for users to share without leaving your site to go to Facebook, for instance.
- Recognize the power of the plus. Google +1’s do matter, people!! I feel like this is the hardest thing to sell to people these days, but promoting on Google+, gaining +1’s, can help your content rise above other content in search!
Sarah Evans is talking about workflow. Here are some ideas to consider:
- Who is going to do what? Establish roles – producer, editor, listener.
- What is the schedule going to look like? How will deadlines be set and upheld?
- What timely topics from national news could be used to localize the content. At Search Mojo, we have an ideation station like Sarah is discussing, a place where ideas can be listed and adapted for times when the topic isn’t coming easily.
- Create a calendar for the blog in advance so you aren’t rushing for last minute ideas. Think like a journalist! What is timely or local or pinworthy? Could you post an interview from someone once a month or relevant infographics two times a month?
- Create a shared calendar on Google and define who is accountable. A cool thing I like is the social promotion tactic list with social sharable sound bites. Repurpose with the social channels by using a social visual post, e-newsletter, or Q&A on Quora. She states that content is living on a blog, so make sure someone is there to respond when you do get engagement.
Drew Conrad is up from Zagg. This is his second panel today! At Zagg, they didnt want a blog just about Zagg. They decided to set it up as a tech blog and started it in early 2011 with some interns. They were finding an 82% click to open rate for these blog emails – much higher than other email marketing.
At Zagg, they do 7 posts/day! What. That is so many. Dave’s main takeaway was that content should solve problems and be sharable.