This morning's eMarketer newsletter caught my eye (article
here) as it discussed the trend towards more online marketing spending for consumer packaged goods companies. In the past and even today, CPG firms have largely focused on traditional media and avoided mediums that are more difficult to measure (e.g. Facebook, Twitter, other social networks).
Nevertheless, given the trend, corporate blogging for SEO should be an important strategy to consider. By carefully monitoring and measuring traffic, conversion etc. and tying strategies back to actual product sales, CPG firms could benefit immensely.
Ok, so I try not to do double Seth Godin references but he seems to be so timely for what I'm doing. His most
recent blog post begins with this quote:
"The problem with "everyone" is that in order to reach everyone or teach everyone or sell to everyone, you need to so water down what you've got you end up with almost nothing."
This is what I find so hilarious about most of the corporate blogs I read. Often time these busy business men and women spend time manually tagging or categorizing their freeware blog for things like: social media, agency, advice, technology, etc. etc.
These are such general topics for organization. Most of these people tell me that they spend time blogging for SEO and do this organization so they will be found in the search engine by qualified prospects. If you are a branding agency, why would someone search just "branding" or "agency"?! They wouldn't. They would search something like "
branding agency in charlotte".
Seth's advice is great to heed when thinking about corporate blogging. If you try and make your blog about EVERYTHING or appealing to EVERYONE . . . . almost NO ONE will find you. Or you could look at it this way: A company that creates one blog and fills it with info ranging from industry news to product information simply waters down the blog, trying to make it about EVERYTHING. This means it will not be found by ANYONE or be a useful vehicle for getting found in search and driving traffic.
And this is why Compendium's structure is brilliant. Blog about EVERYTHING and let the software take care of the organization that actually makes it relevant to the searcher and the search engine.
When it comes to corporate blogging, generating content is very important. Getting all of the employees in your company to blog is the most effective way to generate content for your blog pages.
Generating a lot of content will help your blog pages rank in search. Search marketing is such an integral part of marketing today, which is why it is important to position your company to benefit from search.
Blogging may be your solution to search marketing.
Setting up a corporate blog and having all of your employees generate content for the blogs will help your business maximize its search engine optimization.
Not sure how to get your employees on-board with blogging? Try implementing weekly incentives or monthly rewards. Fun gifts or gift cards are a great motivation tool for employees. Informing employees how many leads are generated from your blogging strategy is another great way to motivate employees to blog, because generating content for your corporate blog will benefit your entire company.
Are you currently blogging as a search marketing strategy for your business? Or, do you have maybe 5-6 different blog pages at an attempt to blog as an SEO tool? If so, what type of results are you seeing with this strategy?
The reason I ask is because I speak with many companies each day who are blogging for their businesses as a way to increase their inbound traffic organically online, but they aren't using the
best blogging software that's available, so they aren't getting the best results that are available.
Are you using a specific corporate blogging software designed to help drive your blogs high in organic search results? If you aren't working with Compendium, then you are using blogging platforms and tools designed more specifically for first and second generation blogging (citizen journalism, and to create community). In order for you to maximize the results you are wanting to see, you need to be using the best tool designed to help you blog for search engine optimization. If you are looking to do any of the following:
- Increase inbound organic traffic
- Be found in search for more keywords than you are currently found for
- Convert the new traffic into inbound leads
- See a return on your blogging investment
Then please
request to see a demo to learn more about how we can help you achieve your online marketing goals, and show you how to use the best blogging and SEO tools, to achieve the best results.
Are you wondering how the blog software at
compendium will help your business? Well one of our clients
Fairytale Brownies has a case study to show you that a blog will help your business, they have only been with us for a year and have already seen great results within the first six months.
Fairytale brownies has helped us put together a great case study so they can share their results with the rest of the start up companies out there. At Fairytale they not only blog for ranking but they also blog to make sales and have people order their freshly baked brownies. Be sure to check them out and register
here to receive their full case study.
It's amazing to me how many companies will put up a beautiful website without thinking about the very people who will be visiting it - the marketing team loves the design, the president thinks it's a huge improvement, but the visitors have NO IDEA what they're supposed to do after they find the website.
There's no big, round, inviting "Contact us now!" button or "Start your free demo" call-to-action, there's no phone number jumping off the page, and the visitors take the information they need and....leave. They don't start the relationship with the company because they have no idea how to do so.
Sigh. Talk about lost opportunity!
If you want someone to be able to start a relationship with you, you must make it obvious how they can do it. Even better, you have to give them several different ways that correspond to where they are in the buying cycle. This goes for both your website and corporate blogs.
For example, on our business blogs we're currently featuring:
1. A
free whitepaper all about Blogging and SEO. This is perfect people who are early in the buying cyle and looking for general education - but notice that we require their information (so that we can start that relationship!) in order for them to get access to the document.
2. A
customized demo offer and $50 Starbucks card.
3. An
ROI Toolkit that's ideal for marketers who have some blogging and search engine optimization education but want to hone in on return on investment.
And that's just for starters...we're giving each visitor the opportunity to read, learn a bit more, and then
take action.So take a look at your online marketing tools -- your website and your blogs -- and ask yourself if you're giving visitors a way to reach out to you or encouraging them to do nothing. The great thing about online marketing is that you can change this starting today.
For those that don't know about
Compendium Blogware, we are more of an organic search engine marketing tool than a traditional blog platform. Thus, I always find myself in SEO conversations. I was speaking to a potential partner the other day who said "we just don't have more than 10 keywords related to our business". They were referring to the fact that they only want to drive targeted traffic and don't want to attract unqualified leads. I say, "Amen to that".
However, I completely disagree that ANY business has less than 100 keyphrases related to their business that would still drive quality leads. Compendium for example, does not target the keyword "blog". Why? Because that person could be looking for a personal blog or travel blog. Not someone I would necessarily want to talk to because our software won't be a good fit. But we do target "
corporate blogging software" , "
SEO for blogs", and literally hundreds of other variations of business blogging related keywords.
Obviously, these long-tail keywords have a lower search volume, but because our solution gives us and our clients the ability to easily target
ALL of those keywords, we are able to drive lots of very targeted, qualified leads. The more, the better in this case.
I just had a great conversation with one of the nicest guys. His business is looking for the best way generate more traffic to their web site and get the highest return possible.
In between his hilarious one-liners and great take-aways on business and life, he was candid about his level of expertise in search marketing and business blogging. We did not have to "un"learn him from what he thought he knew about the best way to blog for lead generation. This ended up being a productive call because he quickly grasped how the Compendium blog software better leverages content based on key phrase relevance.
Even for a smaller business with only a few content creators, blogging for business can be easy and effective. Our tools including the keyword strength meter, the keyword prompter and an endless stream of only relevant content ideas allow our clients to have an actual blog strategy.
I am glad I was able to communicate the value proposition of our platform. It turns out I enjoy NOT having to "un"learn someone from traditional, citizen journalism blogging. When you combine the simplicity of our platform with this statistic I found (using the content ideas prompter):
, it's easy to see why a platform designed to for search maketing and business blogging can be so successful.
Over the next few days, I am going to be posting some great steps to help you post better content on your blog for business. These steps are meant to be encouraging, inspiring, and motivating for you and your organization!
I will be posting one step each day and I encourage you to take each step to heart and implement it into your current blogging for SEO strategy.
So here we go...
STEP 1: Make Time for Blogging!
I have written about this before but it is a very important step so I wanted to write about it again. Be sure that you put time in your schedule to write blog content as often as possible. I encourage people to put a slot on their calendar and call it "blog content creation time". Having this time set aside everyday will help you formulate your ideas and ultimately get you to write more content online.
Having a lot of content online will help your search marketing strategies. This is even more true when you use a corporate blogging software (like Compendium Blogware) as your business blogging software provider!
Sure, at first, it might take you a few extra minutes to get used to writing content on your blog so your "blogging time" might be a bit longer than you want but, before you know it, you will be a pro blog writer!
So, recap of STEP 1 - be sure to schedule time to write blog content. Maybe this is once a week or once everyday...whatever it is, be sure to stick to your schedule and write that content for your blog for business!
BtoB Magazine just released a study by Sam Sebastian, Director-local and b to b markets at Google, that reveals that C level executives are leveraging search and social media far more than most think. This has been great news to btob companies leveraging blogs to win search.
This is the quote that hit me the most:“They’re not delegating,” he said. “They prefer to do a lot of this stuff on their own.” Among the findings from the research, which will be formally released in the coming weeks include: 64% of C-level execs conduct six or more searches per day to locate business information. (Read entire article)64% of C-level execs conduct six or more searches per day to locate business information! There is a case for leveraging online tools to drive C-level leads inbound to your company. This is what we've been discussing when it comes to meeting qualified prospects at the moment they are searching to solve a problem or accomplish a goal.
For those that blog for SEO and leverage a blog to generate meaningful humanized content to earn search traffic, this becomes additional support for the time and effort you've invested in organic search marketing.
If you are a marketer looking to reach a C-level prospect, you can use corporate blogging software to accomplish that goal.
Blogging for SEO is like finding a great wine or the best beer. Remember when you first explored these landscapes? You made your selection by white or red for wine or light and dark for beer. As you became more educated about the differences and all the varieties available searching for what you were looking for was easier. The differences in a Shiraz and a Pinot Noir are significant. A Munich Helles and an American Lager are worlds apart, literally.
When your potential clients are searching for what you offer they have the same knowledge and are searching on terms that are specific, IE glossy four color printing. When I go to the liquor store I know that I want an Imperial IPA, I am going to ask for exactly that. This is going to narrow down all the other beer styles available and get me to only the Imperial IPA choices.
Blogging as a tool for SEO allows you to help your clients find you and narrow down all the other choices. They have to wade through the sea of other companies out their who may offer the same or similar products or services. They know what they want and you can convert them at a higher rate IF they find you. Help them find YOU! So go grab your favorite Cabernet or IPA and find out how to start a business blog! CHEERS!
I was talking with a small business owner this weekend about the plethora of marketing options. He made the comment their are plenty of people waiting in line to spend your money but no one wants to be accountable for results.
He really hadn't thought about starting a blog for his business. I shared my experience as a business owner and why creating a marketing plan that has measurable results is the only way to make good business decisions. Leaving your marketing to chance will lead to frustration and lost revenue.
The on line tools available for businesses today are very measurable and give owners the data they need to hold their marketing partners accountable for results. If there is no return and revenue is not being generated then resources can be directed else where. No guessing just data that tells the real story.
Business blogging for SEO is a great way to get the benefits of social media and generate leads. You can track results and know how much traffic and conversion is being generated. Don't be shy give it a try!
Prior to renting a movie the other night I decided to do some of the usual research on length, reviews, etc. just so I had some idea of what to expect. Aside from the usual spots to check out movie reviews (IMDB, Rotten Tomatoes...) I was pleased to find that Redbox, where I rent most of my movies, had their corporate blog talking all about the movies they rent.
Not only did they have some relevant content, but they had some decent content about older movies and current debates in the space (
best movie title?). Given that Rexbox is already blogging, maybe they should considering
blogging for SEO with Compendium and really making that great content a part of their search strategy (and dominate what remains of Blockbuster in the space).
Leveraging blogging as a tool for SEO can be compared to hosting a college house party. Come on, you remember these parties from your college days. The first time you set up your rented place for a BIG party, only 6 of your closest friends show up. The next 3 or 4 parties you attempt to host only draw a meager crowd. You and your roommates ask yourselves, "what are we doing wrong here?"
Then, miraculously, on the 5th attempt at hosting a world class house party, the doors are busting at the seams with people from Econ 101, the football team, and a lot of people that you never knew went to your school. You're party rocked the campus, and you are now on everyone's "must attend" list on Friday nights.
Now, how is this related to blogging best practices? Here we go. You start your business blog and begin putting up posts, and then you wait for traffic. Only a few business collegues and family show up. A few weeks past, a handful of posts are created, and still only a meager showing of friends and family. Alright, it's been a month, you've generated 30 posts, where is the traffic?
Again, miraculously, after the first month, with a business blog that has all of the content topically organized under a critical mass of targeted keywords, the traffic arrives. And, it doesn't stop coming.
Qualified prospects are now being funneled in by the case load from Google, Yahoo, and MSN search engines. Congratulations, you have successfully executed a Blogging for SEO strategy. Now, keep the quality content coming to fuel the machine.
Now, when setting your Blogging goals you can think about how you earned your first successful house party in college. The second part of this equation is maybe more difficult. "What to do with all these people when they get here?"
As you continue your research into Blogging Best Practices or Blogging for SEO, it all comes down to the keywords that you choose to target on the major search engines. You tell me, "I need to run this by my SEO consultant, or I need to do more keyword research before I start a business blog." Wrong. Here is the secret that SEO's and consultant throughout the world do not want you to know... All in 2 seconds:
YOU ARE ALREADY AN EXPERT
Thank you, I'll send my bill in the mail... You're not impressed? You're dissappointed? What?!
That's right, you are already a keyword expert in what matters: YOUR BUSINESS. Who know's more than you do about your profession, your company, your career? The answer is, no one.
If you run a paint store, run an eCommerce portal, sell picture frames, run an advertising agency, manage a pet store, train horses, etc. etc. etc... you know how to determine if someone is in need (or more importantly) in want of your services. Right?
Over the years you have become a keyword expert beyond any consultant, in understanding your customer, and profiling those who SHOULD already be customers, but don't know it yet. Unfortunately, as you head to Google to punch in those valuable questions and phrases that your customers have come to ask, your company does not show up. Anywhere. That is the golden opportunity that you are missing, with the weak excuse of not knowing your keywords. Well, thanks to this blog post, you can now move forward and start getting in front of prospects that already need your services and have the money to spend on those services RIGHT NOW.
If you are ever interested in testing me on this,
call Compendium Blogware and ask for the VP of Sales.
I don't work for eMarketer, but I find a lot of value in their daily emails. Because Compendium Blogware tries to get companies focused on Blogging as a tool for SEO, I find these studies to be really important in helping in our ongoing education.
What this is obviously showing is that marketers are increasing their online marketing investment where they can show the greatest return. My favorite quote:
“Search marketing is the best customer acquisition tool in the online space,” said eMarketer senior analyst David Hallerman.
“SEO improves organic listings, which Internet users prefer over paid search, and it is cost-effective,” said Mr. Hallerman. “Furthermore, optimization works across all search engines, and an optimized site does not drop off the first results page even when marketer spending slows or stops—as it can with paid search.”
This is the key value proposition behind business blogging. Sure you will get some people who will comment and some will subscribe, but the biggest value of your corporate blogging strategy has got to be focused on leveraging your stories for increased SEO. SEO is how you build new relationships...email is how you keep them.
Is Blogging for Rankings somehow wrong? Of course not. This is where you tell your stories, show how you help customers solve the same problems that the searchers are looking to solve. This is where we see not only great search traffic, but significant conversions. People want help...that's why they are searching. Your blogs should be exactly what they are looking for.
What does it take to win? What does winning even mean?
As we continue the conversation about blogging best practices, and leveraging SEO to drive qualified leads to your business, we have to take a step back and ask, how this will help me win?
1. Know What a Win Is
It's important to know what winning means to you. Is winning a target revenue number, number of clients, number of cases solved? Or is winning a lifestyle, consistency, or freedom? When we set out to accomplish something, it's important to know when we've got there.
The SEO opportunity here, is to know if the goal you've set is achievable with the budget you've allocated and the manpower you've planned to invest. When you are defining what a "Win" is, know that it can be reached.
2. Leverage Weakness
We've all heard some variation of this before, but when you find weakness in an industry, or in a competitor, leverage it within the value of your own products and services. I'm not promoting a smear campaign, what I am promoting is if a competitor has proven ineffective in a retaining clients, you can tout that you have an extraordinarily high client retention rate and use customer testimonials to add depth and credibility to your message.
Blog about it, and be proud of the areas that you've paid attention to and can leverage as a serious point of difference.
3. Pick a Fight with the Bully
Very few times have ambitious companies been worse off for stepping up to the plate against a seemingly indestructable opponent. Why? Because this isn't Sparta; your life is not on the line. In the business world significant lessons can be learned from competing a few levels above your wieght class. The next time you compete at the traditional level of competition you will have the confidence that you and your team are capable of much more.
No place is this more true than on the Internet. Where perception, often times, is reality. Think big, and never underestimate yourself or your team.
4. Generate More Content
By generating more content you gain a huge opportunity to win. This is not only relevant to Blogging for SEO, but to sales calls, conferences, and any other place where content is created. What is content? It is any messaging that comes from the keyboard of an employee at your company or from their mouth in a sales call, speaking event, or conference. How you choose to leverage that content creation becomes the opportunity to win. (secret: most company are aweful at it)
5. Don't Fear what you Don't Know
This is the biggest opportunity when it comes to SEO and earning a the win online. The illusion that you don't know enough to make a play in search, Internet marketing, and driving real business through the web. This is not rocket science, regardless of what the "experts" say. The same rules of business apply to the web, and it presents a relatively level playing field for a small company with a big idea to dominate.
To win in search is to understand what your core audience (or customer base) is looking for: Keywords. Keywords are currency, and knowing who you serve and how you serve them makes you a keyword expert in your industry.
Those are McKay's 5 Opportunities to Win in Search. Right now you have the power to leverage the Internet to drive revenue for your business. Take the next step by contact us at Compendium for a free Blogging consultation.
If you would have told me a month ago that I would be blogging for business, I would have laughed at you. Not only was I primitive in my knowledge of corporate blogging, I was completely apathetic in regards to learning more about it.
Today, it's safe to say that I am drinking the kool-aid. Coming from a background of selling non-essential products, I can't talk enough about the benefits of using Compendium to blog for lead generation (engaging customers when
theyare looking for
you, providing a
human touch to your marketing efforts, and
tracking your results every step of the way...just to name a few)!
If you think it seems cheesy to get hyped about the company you work for, just
browse a few whitepapers or
attend our next webinar and see if you can resist joining the crowd!
When positioning corporate Blogging software for your company, it's vital to marry this strategy to ROI. Not only that, but do so in a way that can be wieghted and measured against competing marketing & advertising channels within your company.
Starting off a Blogging for SEO conversation, with the word "Blog," is your first mistake. The word "Blog" carries with it connotations of widgets, social media, community, groups, and other product related ideals. All of those areas have their place within a strategy, but the core value proposition is lead generation and customer acquisition through organic search. That core value proposition must be realized by your company as a priority.
If you are going to make the case for Blogging, do so by first making the case for lead generation through organic search. The latter value proposition is the rock on which you build your justification for a robust and scalable strategy to implement corporate blogging software.
When you Blog for customer acquisition and to win search, the urge to over publish your content becomes a concern. Should I publish my Blog posts to Twitter, LinkedIn, Facebook, and any other social media portal that I have membership in?
The answer may be a bit frustrating: It depends.
My friends get irritated by seeing that a large portion of my Tweets are published posts from my business Blog. However, my business Blog has recieved traffic from Twitter that has been business related. So, the question is, what is my motivation on Twitter?
Here is the comfortable solution that I feel best engages and entertains all parties. I am who I am whether at work, play, with my family, or anywhere else. My story and who I am is not conditional based upon what hat I have on. Work, play, father, husband, friend, teacher, student, etc. I will continue to publish my Blog posts to Twitter (and all other social media outposts that I am invovled with) while making the committment to produce updates/content outside of those posts.
I am passionate about my career and Compendium Blogware, so the industry knowledge about business blogging, Blogging for SEO, and developing robust customer acquisition strategies is relevant to those who follow me in any fashion throughout the Web 2.0 sphere. I am also passionate about my family, faith, sports, comedy, 3rd world philanthropy, and being witty. My content creation accross the board is a relfection of my character in any environment. Humanzing your marketing means being real. Even making mistakes.
If you want to see the flow of content from my Blog to Twitter feel free to follow me on Twitter.
