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Online Marketing Summit,[object Object],MINNEAPOLIS | JUNE 25, 2010,[object Object],Advanced B2B Blogging,[object Object],Galen De Young,[object Object],Managing DirectorProteus B2B ,[object Object],1,[object Object]
Today,[object Object],[object Object]
Keyword strategy
Optimizing the blog & posts
Content
Driving engagement
Leveraging blog for lead gen
Promoting blog & posts
Managing the corporate blogging process
Meaningful metrics2,[object Object]
Why B2B Marketers Should be Blogging,[object Object],[object Object]
Platform with personal voice
Glimpse of what it would be like working with you
Reduces prospective buyers’ risk perceptions
One of the best ways to build organic links to your corporate domain
Drives relevant traffic
Builds trust authority of corporate domain—better search visibility3,[object Object]
Results of Targeted, Once-a-Week Blogging,[object Object],4,[object Object]
Effective Keyword Strategy,[object Object],5,[object Object]
[object Object]
No agreed-upon lexicon in most industries
Internal lingo doesn’t match market use
Implication
Diverse set of keywords and variants requires substantially more organic landing page
Paradigm
You need to view your site and the blog within it as a series of landing pages, each built for a specific keyword target6,[object Object]
7,[object Object]
Keyword Research & Content,[object Object],[object Object]
1-2 word phrases
Long tail
Other likely words/phrases searches will use or add to refine search
Variants, singular/plural, word order
Branded and non-branded keywords
Targeted is better than popular
Remember the buying cycle
Members of the buying team + influencers (personas)
Review your analytics8,[object Object]
9,[object Object],By Problem,[object Object],Component of Solution,[object Object],Product/Solution,[object Object],Their Industry,[object Object],How Will They Form Queries?,[object Object],Place in Buying Cycle,[object Object],Your Industry,[object Object],People or Professionals,[object Object],Geography,[object Object]
Keyword Research,[object Object],[object Object]
Wordtracker
WordStream
Google AdWords Keyword Tool
Read (RSS)
Social media monitoring
Listen
Customers & prospects, competitors, social media, sales staff, media, conversations, industry consultants, seminars…10,[object Object]
Map Keywords to Site Architecture,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],11,[object Object],Verify via Analytics,[object Object]
Use Blog to Fill Holes in Keyword Strategy,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],Keyword,[object Object],12,[object Object],Blog,[object Object]
Optimizing BlogPlatform & Posts,[object Object],13,[object Object]
Where to Place the Corporate Blog,[object Object],Blog.wordpress.com(hosted),[object Object],Blog.YourDomain.com(sub-domain),[object Object],YourDomain.com/blog (folder level),[object Object],YourDomain.com/healthcare-consulting-blog,[object Object],At folder level,[object Object],Includes primary keywords,[object Object],14,[object Object]
Optimizing Blog Platform,[object Object],[object Object]

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