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Blogging 101

An introduction to business blogging for US Lacrosse staff.
by

Lane Errington

on 24 July 2014

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Transcript of Blogging 101

Blogging 101
Transforming USLacrosse.org
into a content powerhouse

Create an article that is no longer than 600 words. 400-600 words is a good range.
BLOG POST
WRITING TIPS
Create content that is interesting to your audience. Don’t think about keywords, links, images, calls to action or anything else marketing-related while you’re writing.
Don’t be self-promotional. A blog entry that’s nothing more than an ad for your company isn’t interesting or useful to your audience. Write entries YOU would want to forward to coworkers, friends, or family members if you were a reader.
Think like a teacher. A good approach to building useful content is to aim to teach your audience something. You know more about your industry than anyone; what can you teach your prospects?
GOAL: Become a solution-based educational hub for lacrosse constituents at all levels—beginner, intermediate and advanced.
Builds trust through producing helpful, remarkable content
Showcases our expertise through thought leadership
Affects purchasing decisions and word of mouth
WHY BLOG?
Helps us become an industry leader through education and demonstration
Write posts people will want to link to. The more people that link to the post, the more likely it is that Google will rank it. Be useful, interesting and educational.
Gets new pages indexed in Google and rank for new keywords
What is business blogging?
A marketing tactic that uses blogging to get our business more online visibility.
How does blogging
support business growth?
Blogging drives targeted traffic to our website and provides opportunities for that traffic to convert in some way.
Generates quality traffic and inbound links for our site
Creating Scannable Content
Helps answer the all-important question: "What's in it for me?"
Short sentences (makes the copy read fast)
Bulleted lists to outline steps, numbered lists to make your point
Short paragraphs (3-4 sentences)
Get rid of unnecessary words (don’t impress reader with vocabulary)
Use section headers to break up topics (h2, h3 tags)
Use bolded text to bring out important points and keywords
Use internal links to where you’ve developed a thought in more detail
EDIT, EDIT, EDIT
White space
is your friend
Most people skim blogs and are only trying to find information related to
what they’re looking for.
Confusion is a major turn-off.
How does the blog promote our work and tell our story?
The blog drives traffic through calls-to-action, which are images or lines of text that prompts our visitors, leads, and customers to take action.
Types of
Blog Content
Photo
Video
Interview
List post
How-to post
Curated opinions
Tweet (embedded)
Facebook post (embedded)
Instagram post (embedded)
Event information
Infographic
White paper
Poll question
E-book
Podcast
Original data
Slide deck
Template
Collection of resources
Personal take on industry news
Survey research
Live blogging/tweeting
Reader-engaged Q&A
Guest post
Story of impact
Refresh existing content
We'll use a style guide to maintain consistency while managing numerous contributors
Challenge
Most existing content has been developed looking through the prism of “what do our products and services do—and what are the benefits.”
Today, content marketing is all about
engaging customers and prospects
on their own turf.
That means the focus has to be squarely on the challenges and issues, or even about educating them on subjects
not directly related to our products or services.
Who contributes to the blog?
Marketing/PR team - owners, editors
Other USL departments - celebrities
Guest blogger - occasional celebrities
Issues our customers care most about
Areas where we have real expertise
SWEET SPOT
Blog Audiences
Parents
Players
Coaches
Officials
Administrators
What's next?
Distribute buyer persona notes
Anatomy of a blog post
List and How-to templates
Common blogging mistakes
Editorial process
Calendar and deadlines
Feedback/revision cycle
Style guide
We can all be thought leaders!
Sometimes, great content on your topic might already exist, and can be repurposed.
Full transcript