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Learn 38 must-know tactics that will help you turn your boring business blog into an effective communication platform.
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@StoneyDStoney G deGeyter
38 BLOGGING TACTICS THAT’LL
{KNOCK} THE WORDS RIGHT
OUT OF YOUR MOUTH
2
@StoneyDStoney G deGeyter
1. PLAN FOR THE LONG HAUL
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
2. Know who you are
Go beyond the labels (B2B, B2C, industry, etc.) and what you sell
Find your story from a human perspective
How does your business make a difference in this world, both for customers and community?
Commit to sharing your story in a human way
PLAN FOR THE LONG HAUL
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
142K Likes
2. Know who you are
One more catch…
PLAN FOR THE LONG HAUL
COPY ERRORS
“Can’t” use contractions!
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
3. Set your goals
New Customers
Awareness
Tell Your Story
Foster Community, Sharing
PLAN FOR THE LONG HAUL
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
Your Blog
Your Expertise
Your Products/ Services
Your Customers
Your Story
“Throw away your work persona. Start being who you really are.” – Heather Meza, Content Marketer for Cisco Systems
4. Determine your focusPLAN FOR THE LONG HAUL
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
5. Stick with itPLAN FOR THE LONG HAUL
20-50 posts
More posts = more leads.
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@StoneyDStoney G deGeyter
6. IDENTIFY YOUR TARGET AUDIENCE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
7. Know who you want to reach
Priorities
Expectations Obstacles
Decision Process
IDENTIFY YOUR TARGET AUDIENCE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
8. Gather intelligence
Demographics: Gender, Age,
Location
Job Title/Company
Interests Goals/Challenges
Words/PhrasesHow do they
describe themselves?
IDENTIFY YOUR TARGET AUDIENCE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
9. Interview your customersIDENTIFY YOUR TARGET AUDIENCE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
10. Find out what they want
Customer Contact
Reviews
Social Media
IDENTIFY YOUR TARGET AUDIENCE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
Buy
Attend Join
Subscribe
Donate
Inquire
11. Plan the action for them to takeIDENTIFY YOUR TARGET AUDIENCE
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@StoneyDStoney G deGeyter
12. ACT LIKE A PUBLISHER
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
13. Collaborate with content owners
Identify information silos
Include owners in your new structure
Create an environment of sharing
ACT LIKE A PUBLISHER
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
14. Collaborate with content creators
Look beyond the mar-com department
Not all contributors have to be writers
Fill gaps with outside help, if necessary
ACT LIKE A PUBLISHER
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
14. Collaborate with content creators
This isn’t sexy. Find something that is…
And merge it with what you do.
ACT LIKE A PUBLISHER
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
15. Establish your guidelines Overall voice Encourage
personality among content contributors that fits within your voice
Style that will govern written content (AP Style is most common)
Principles for building positive online communities
Individual responsibilities
ACT LIKE A PUBLISHER
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@StoneyDStoney G deGeyter
16. CHOOSE THE RIGHT TOOLS
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
17. Set up your listening dashboard
News
Social Networks
Competitors
Google AlertsMention
Google NewsFeedly
Bottlenose.comHootsuite.com
CHOOSE THE RIGHT TOOLS
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
18. Have an idea storage bank
Evernote.comSpreadsheet Google Docs
WordPress Editorial CalendarEdit Flow for Wordpress
DivvyHQ.com ($)Kapost.com ($$)
CHOOSE THE RIGHT TOOLS
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
RSSHootSuite
Buffer
Social Oomp
h
Bit.ly
19. Set up your distribution toolsCHOOSE THE RIGHT TOOLS
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@StoneyDStoney G deGeyter
20. PLAN YOUR EDITORIAL CALENDAR
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
21. Create cornerstone content
High Value Content
Content to rank for
Inform & Educate Evergreen
Easy to find, easy to share
Attract links
PLAN YOUR EDITORIAL CALENDAR
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
22. Create connection content Creating content for the smaller, more
impassioned groups Building a sense of energy and community around
shared interests or issues Make it entertaining and useful Has the potential to spark disagreement
PLAN YOUR EDITORIAL CALENDAR
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
23. Create customer content
Content intended to convince ideal customers
that they should do business with you.
Expertise
Thought
Leadership
PLAN YOUR EDITORIAL CALENDAR
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
24. Publish varied contentPLAN YOUR EDITORIAL CALENDAR
How-to’s Human interest stories Lists Infographi
cs
Newsjacking Reviews Guest
postsSeasonal concepts
Videos Reimagined content
Interviews
Creative product uses
Partner/Vendor highlights
Case studies Series Contraria
n
Photos Core values Podcasts User-generated
content
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@StoneyDStoney G deGeyter
25. BE ‘EPIC’ (AT LEAST SOME OF THE TIME)
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
26. Use attention-getting headlines8
head
line
styl
es th
at w
ork* Direct Approach: Free Diabetes eBook
Indirect Approach: Cut the Sweet Talk
News Headline: Hospital Opens New Diabetes Clinic
How-to Headline: How to Lower Your Blood Sugar
Question Headline: Is Your Diabetes Out of Control?
Command Headline: Get Help for Your Diabetes Now
Reason Why Headline: Five Reasons Why You Need to Get Your Diabetes Under Control
Testimonial Headline: “I Got My Life Back, Thanks to the New Diabetes Clinic.”
*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
BE EPIC (AT LEAST SOME OF THE TIME)
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
27. Implement worthy content1. Stimulating intro (writing, videos,
podcasts). Get to the point with panache!
2. Images. In a social online environment, pictures are a must. But don’t use too many; it makes mobile viewing difficult.
3. Be organized. Stick to the point and don’t meander. Less is usually more.
4. Speak to your reader and talk human!
5. Links or attribution when you use others’ work or ideas.
6. Soft call to action. Let your readers know what to do next.
It better be in there!
BE EPIC (AT LEAST SOME OF THE TIME)
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
28. Include multi-mediaBE EPIC (AT LEAST SOME OF THE TIME)
Audio
Video
Images
Hangouts
Transcription
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
29. Think outside the boxBE EPIC (AT LEAST SOME OF THE TIME)
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
29. Think outside the boxBE EPIC (AT LEAST SOME OF THE TIME)
Than
ksgi
ving
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
29. Think outside the boxBE EPIC (AT LEAST SOME OF THE TIME)
Chris
tmas
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
29. Think outside the boxBE EPIC (AT LEAST SOME OF THE TIME)
New
Yea
r
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@StoneyDStoney G deGeyter
30. MAKE YOUR CONTENT FINDABLE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
Content that can’t be Found might as well be invisible.
31. Balance quality with SEOMAKE YOUR CONTENT FINDABLE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
When it comes to
on-page
optimization, the
title tag of any given
web page is the
single most
important piece of
optimizable real
estate there is.
Search engine results
Browser tabs
Social links
32. Optimize title tagsMAKE YOUR CONTENT FINDABLE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
33. Optimize content1. Keywords
2. Headings
3. Categories and Tags
MAKE YOUR CONTENT FINDABLE
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
34. Optimize imagesMAKE YOUR CONTENT FINDABLE
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@StoneyDStoney G deGeyter
35. SOCIALIZE YOUR CONTENT
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
36. Choose your social networks
The obligatory, overwhelming social
media network slide.
SOCIALIZE YOUR CONTENT
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
37. Stay focusedSOCIALIZE YOUR CONTENT
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
38. Do it with greatnessSOCIALIZE YOUR CONTENT
38 BLOGGING TACTICS THAT’LL KNOCK THE WORDS RIGHT OUT OF YOUR MOUTH
@StoneyD #pubcon
Thank You!
THANK YOU!
Coming Soon Available Now
PolePositionMarketing.com/cheatsheet
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