3. #BLOGTIPS
Showcase your expertise
Build your influence
Engage with your audience
Understand their needs
Marketers who blog are 13x more likely to drive positive ROI than those who don't.
- HubSpot’s State of Inbound 2014
6. #BLOGTIPS
Today, we’ll discuss how to:
1. Uncover where your blog’s audience is
2. Make the best use of your time on social media
3. Use other tools to grow your readership
4. Position your content to promote your expertise
7. #BLOGTIPS
• Blogs are no longer destinations on their own
• Content marketplace is saturated
• Social channels becoming pay-to-play
Multi-Channel: The New Normal
80% of Consumers Research Online Prior to Purchase
Your audience is choosing content based on
recommendations & shares
8. #BLOGTIPS
• Who your audience is
• What topics they’re interested in
• Where they hang out
• Their digital and social habits
Unlock Your Promotion Strategy
By Researching
9. #BLOGTIPS
Assign categories to:
• Content published across channels
• Your audience
Research, Categorize & Record
Gather data from Google Analytics, Facebook,
Twitter, Pinterest’s free native tools
Capture data in spreadsheet and observe over time
11. #BLOGTIPS
Tailor Strategy by Social Network
Start with a few networks aligned with your business
Adapt according to how users interact with each
Identify and differentiate your voice if needed
Stay organized and stick to a schedule
12. #BLOGTIPS
Don’t Just Broadcast – Build!
Build relationships and influence by:
• Answering questions
• Offering (non-promotional) advice
• Sharing and engaging with other bloggers
Follow ‘Real Life’ Rules: Be nice and be helpful
13. #BLOGTIPS
Use Multimedia
The state of video on :The effect on retweets of:
• > 1 billion video views daily
• 50% of people in US who
regularly visit Facebook
watch 1+ video daily
• Number of video posts per
person increased 75%
globally, 94% in US
Source: Twitter Media Blog Source: Facebook Media Blog
19. #BLOGTIPS
Beyond Social: Email Marketing
Use site and social analytics to select content
Make it easy to subscribe
Personalize by audience type
Not tech-savvy? No problem!
21. #BLOGTIPS
Beyond Social: Press Releases
• Frequency: Once per week
• Select posts that feature original research
and focus on consumers
• Coupled with personalized media outreach,
syndicated partnerships, social media
22. #BLOGTIPS
Beyond Social: Press Releases
Earned media on:
• Yahoo! Finance
• CNN Money
• MarketWatch
• New York Times
• Associated Press
• LA Times
• Boston.com
• TODAY.com/TODAY Show
24. #BLOGTIPS
Beyond Social: Partnerships
Use search engines, social and your professional
network to identify relevant partners.
Be flexible and find mutual benefit:
• Conferences and webinars
• Cross promotion
• Guest Posting
25. #BLOGTIPS
Beyond Social: Strategic Guest Posting
Do it for the right reasons:
• To help others and demonstrate expertise
• NOT for SEO
Research site’s requirements and published content
Provide original content with new perspective
No link spamming
27. #BLOGTIPS
Full Circle Promotion
Look at channels AND content
Identify patterns, but don’t ignore outliers
Get rid of your assumptions
Refine and pivot