Business Blogging and Content Marketing 101

Blogging & Content Marketing 101How blogging and content marketing can help you build your brand & business

Don Stanley@3rhinomedia

www.3rhinomedia.com

Our Road Map1. 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

Don Stanley 3Rhino MediaUniversity of Wisconsin-Madison@3rhinomedia

“Well done is better than well

said.” - Benjamin Franklin

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

What is

Blogging & Content Marketing?

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

“However beautiful the strategy, you should occasionally look at the RESULTS.”- Winston Churchill

20/80%

“However beautiful the strategy, you should occasionally look at the RESULTS.”- Winston Churchill

20/80%

Think Magnets not Sledgehammers

Process

for blogging & Content Marketing

1.Know why2.Know who3. Know how

The Starting Line

Why do it?

Why• Increase awareness• Build connections• Display thought leadership• Increase traffic• Increase leads• Increase sales

Let’s look at some numbers …

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

97%Businesses with active blogs get97% more leads than businesses

that don’t blog

50%of consumers say content marketing

has a positive impact on their purchasing decision

61%of consumers feel better about

a company that has a blog

62%Lower cost per lead

80+%Of buying cycle complete

434%Websites that have blogs have 434% more pages indexed by Google than

sites with out a blog

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

Authority

\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

October 10,2007

(7,882)@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

Moneyball: #s that Matter

15%Typical closing

rate in the pool industry

A quick case study: River Pools

15%|30Typical closingrate in the pool

industryIf a visitor read

What is the $Ball for Your Business?

15%|30 =Typical closingrate in the pool

industry

If a visitor read pages

River Pools New closing rate

What is the $Ball for Your Business?

HOW did they do this?

They AskYou Answer

Value of a Single Post?

$2.4 M

$2.4 MValue of a Two Posts?

$3.0 M@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

How Do They Handle Leads Now?

Assignment Selling & 30 page buyers

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. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing

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. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing

Totals for Jan 1, 2011 – Jan 7, 2013

Totals for Jan 1, 2013 – Jan 7, 2013

A quick exercise

with questions

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

Ana-White

DON STANLEY | @3rhinomedia | Spring 2013

Gary Vaynerchuk

Patrick Flynn

James Wedmore

We know our

“Simplicity is the ultimate sophistication”Leonardo Da Vinci

Remember EVERYONE starts @zero

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

Who is my target market?

20/80or F.O.C.U.S

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?

• What are their goals and aspirations?• Why are they interested in this topic?

• What are their goals and aspirations?• Why are they interested in this topic?• What are their business problems?

• 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.)?

What questions do they have?

Are there cycles for content?

why & whoNow some how

What tools should I use?

What tools should I use?Blogging platforms?

What tools should I use?Blogging platforms?Hosting options?

What tools should I use?Blogging platforms?Hosting options?Types of content?

What tools should I use?Blogging platforms?Hosting options?Types of content?Social media promotions?

Let’s review

Let’s reviewKnow why

Let’s reviewKnow whyKnow who

Let’s reviewKnow whyKnow whoKnow how

QUESTIONS?

Don Stanley 3Rhino Media@3rhinomediawww.3rhinomedia.com

Business Blogging and Content Marketing 101

Education

Blogging 101 webinar 7.13.10

Guest Blogging 101

Blogging 101 Guide

Blogging 101 2012

Blogging basics, 101

Nonprofit Blogging 101

Blogging 101 (Basics)

Blogging 101 PPT

Blogging 101 - Brian Cormier

Blogging 101: Real Estate

Blogging 101: Basics of Blogging By Mica Rodriguez

Blogging 101-2010

Environmenatal Health Blogging 101

Blogging 101 for students

Fashion Blogging 101

Sprout! Blogging 101

bWyse Internet Marketing Workshop: Blogging 101 - Get Started NOW!

Blogging 101 for SMEs

Blogging 101

NCET Blogging 101