Business Blogging:
The C-Suite Guide to
Producing Written Content
Marketing
eBook
Written by
Brian Overson
Phone: 952-829-9091
[email protected]
storytellermn.com
Table of Contents
Introduction.................................................................................3
ROI ................................................................................................6
Buyer Personas............................................................................9
Content.................................................................................14
SEO.............................................................................18
HBO.......................................................................................22
Process.................................................................................26
Conclusion...........................................................................29
Resources............................................................................31
CHAPTER
1
Introduction
“All you have to do is write one true sentence.
Write the truest sentence that you know.”
– Ernest Hemingway
INTRODUCTION
W
hen you go out to eat you have a menu. When you take a
class you’re given a syllabus. When you go on vacation you follow
an itinerary.
So why do so many marketers depend on last minute whims and
overzealous interns to produce quality blog content?
It could be the negative connotations of the word “blogging,” born
in the early and mid-1990’s, which evoke images of lonesome
college dropouts chronicling their trip to the grocery store from their
mother’s basement.
It could be the perceived difficulty of proving ROI to your marketing
head who “won’t invest in something without the necessary data to
support it.” (Don’t worry, we have the data.)
Or maybe – just maybe – it’s that you’re merely uncertain how to
go about the process. You’ve heard about it, thought about it, even
talked about it. But you have questions that need to be answered
before undertaking such a project.
4
INTRODUCTION
T
his eBook will address the most common business blogging
questions, such as:
r8IBUBSFUIFCFOFàUTPGCMPHHJOHGPSCVTJOFTT
r"SFUIFSFUJQTBOEUSJDLTUPPQUJNJ[JOHNZCMPHDPOUFOU
r)PXNVDIDPOUFOUEP*OFFEUPQSPEVDFGPSJUUPCFFGGFDUJWF
r8IBUJTBQSPDFTT*DBOGPMMPXUPBTTVSFDPOTJTUFODZ
Fret not, marketing professional. This guide will answer those
questions and much, much more.
ProTip:
Have questions while reading this eBook? Contact us any way
you’d like and we’ll get back to you as fast as we can.
storytellermn.com
[email protected]
facebook.com/storytellermn
@storytellermn
linkedin • storyteller
952.829.9091
5
CHAPTER
2
ROI
“If a nation loses its storytellers,
it loses its childhood.
– Peter Handke
ROI
W
hy should my business blog, anyway?”
We thought you’d never ask! Beyond just getting a kick out of writing
about your industry, there are both qualitative and quantitative facts
that support blogging’s Return on Investment (ROI).
Qualitative
r#MPHHJOHIFMQTQPTJUJPOZPVSCVTJOFTTBTBOJOEVTUSZBVUIPSJUZ
r#MPHDPOUFOUDBOCFSFQVSQPTFEBOESFGFSFODFEGPSF#PPLT
white papers, brochures, podcasts, video, etc.
r&NQMPZFFTTUBZVQUPEBUFPOJOEVTUSZUSFOETXIJMFSFTFBSDIJOH
and writing blog content.
r#MPHHJOHTVQQPSUTTFBSDIFOHJOFPQUJNJ[BUJPO
r#MPHHJOHQSPWJEFTZPVSDPNQBOZXJUIGSFTITPDJBMNFEJBDPOUFOU
7
“
“
ROI
Companies that blog 15+ times per
month earn five times more web
traffic than companies that don’t
Quantitative
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web traffic than companies that don’t blog.
r$POUFOU.BSLFUJOHDPTUTMFTTQFSMFBEUIBOQBJETFBSDI
rPGDPNQBOJFTXJUIBCMPHIBWFBDRVJSFEBDVTUPNFS
from their blog.
r$PNQBOJFTUIBUCMPHFBSONPSFJOEFYFEQBHFTBOE
NPSFJOEFYFEMJOLTUIBODPNQBOJFTUIBUEPOU
r#$DPNQBOJFTUIBUCMPHHFOFSBUFNPSFMFBETQFSNPOUI
than those that do not.
ProTip:
To see how much blogging is helping your marketing efforts, use
a measurement tool such as HubSpot or SEMRush.
8
CHAPTER
3
Buyer Personas
“You don’t actually have to write
anything until you’ve thought it out.
This is an enormous relief, and you
can sit there searching for the point at
which the story becomes a toboggan
and starts to slide.”
– Marie de Nervaud
BUYER PERSONAS
D
eveloping your buyer personas is one of the most important
aspects of content marketing and should be completed before you
begin blogging. Buyer personas are fictional archetypes of your
current or potential customers.
They are created by researching and interviewing customers,
employees and competitors’ customers. Generally speaking, smallto-mid sized businesses will have three to five buyer personas. Your
“primary persona” should be the customer type that brings in the
greatest amount of revenue.
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DPNQBOZ8FMMSFGFSUPIFSBTi.BSLFUJOH.PMMJFu
10
BUYER PERSONAS
Buyer Persona Example:
“Marketing Mollie”
Education
#"6OJWFSTJUZPG.JOOFTPUB
Who
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r-JWFTJO#MPPNJOHUPO./
Roles
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for her district
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efforts each year
Age
Salary
Challenges
Family
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marketing decisions
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peers
Experience
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11
BUYER PERSONAS
Watering Holes
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StarTribune.com, Twitter and
-JOLFE*O
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DMVC
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home three times each week
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social hours, but feels obligated.
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being a female in the marketing space
Objections
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purchase your software right
now”
ri*XPVMEIBWFUPUSBJOBMMNZ
employees how to use your
software. It will take too long.”
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in online advertising, but thinks
blog marketing is fool’s gold.”
Goals
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in her district
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marketing buys
persona clues
“Have you read...”
“How can I show my boss
how Blogging will help us?”
“I’ll stop by after work.”
12
“I don’t have the budget...”
“
“
BUYER PERSONAS
My marketing director believes
in online ads, but thinks blog
marketing is fool’s gold
D
etermining these personas will help you and your team
EFUFSNJOFUIFDPOUFOUPGZPVSCMPHQPTUT"TZPVCFHJODSFBUJOH
content, you’ll be surprised how regularly you’ll need to refer back
to your personas.
Halftime
Announcement
Have questions about what
we’ve covered so far?
Our contact information
is on Page 5.
Reach out to us and we’ll
get back to you as fast as
we can!
ProTip:
Your buyer personas may change as your business evolves.
Review your personas once or twice each year to assure your
blog content is directed at the proper audiences.
13
CHAPTER
4
Content
“It’s none of their business that you
have to learn to write. Let them think
you were born that way.”
– Ernest Hemingway
CONTENT
I
t’s a question we get asked often: “I have ideas for a handful of
blog posts, but how do I create fresh content on a consistent basis?”
&BDIJOEVTUSZJTEJGGFSFOUCVULFFQSFBEJOHUPMFBSOTPNFiJEFBTPO
how to come up with ideas.”
“...asked me how they can increase
their website conversion rates
when we met this morning.”
Think FAQs
One of the best ways to come
up with quality blog content is to
speak with your salespeople and
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regularly prospect and clientfacing. What questions are people
BTLJOHBCPVUZPVSCVTJOFTT of blog posts should focus on
solving problems, or answering
the questions of your buyer
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promotional.
Content vs. Format
What you communicate is
important, but so is how you
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content are stats, case studies,
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&YBNQMFTPGGPSNBUBSFJNBHFT
infographics, video, graphs and
lists.
helpful content
15
CONTENT
“
“
Don’t forget: You’re solving a
problem for one of your buyer
personas – not just writing to
show off your knowledge
Keywords
You know your business better
UIBOBOZPOF1JDLPOFPGUIF
XPSETPSQISBTFTUIBUCFTU
describe the business you’re in
and write about it. Don’t forget:
You’re solving a problem for one
of your buyer personas – not
just writing to show off your
knowledge.
blogs that can help provide
your prospects and customers
relevant information.
Internal Documents
Blogs are a great place to be
transparent with your audience.
Occasionally share internal
documents – such as your
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improving customer service.
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the gold standard for practices
such as this.
Cocktail Party Rule
Don’t be “that guy.” The guy
at the party who talks about
himself and has no interest in
others. Give shout outs to other
keywords
16
CONTENT
Editorial Calendar
It’s not always about what
content you produce, it’s when
you produce (and distribute) it.
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TQFOENJOVUFTDIPPTJOHB
topic/blog post title/problem
you’re going to solve, for the
VQDPNJOHXFFLT*GZPVSFB##
company you’ll likely want to
publish content only on business
days. Tie in your blog titles and
posts to seasons and holidays,
your readership is more likely
to engage with your content
and it will let people know your
business is awake and breathing.
HallOfFameTip:
"DDPSEJOHUP)VC4QPU
leads start to grow once
a company has created
and distributed a critical
mass of blog posts, in
the neighborhood of
QPTUT
ProTip:
The three biggest seasons for consumer spending are the winter
holidays, back-to-school and Mother’s Day.
17
CHAPTER
5
SEO
“The difference between the almost
right word and the right word is the
difference between the lightning bug
and the lightning.”
– Mark Twain
SEO
O
ne of the most significant benefits of blogging is that it increases
your page rank for specific search queries in organic search. In
layman’s terms, this means “getting found on Google.”
There are a number of ways you can optimize your blog posts
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0QUJNJ[BUJPO4&0
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QMBUGPSNZPVVTF)VC4QPU8PSE1SFTTFUD
CVUUIFJEFBTBSFBMM
the same. Keep reading to learn the 10 things to pay attention to
before publishing a blog post for your business.
1. Blog Post Title:
Think about the way people
phrase their Google searches.
6TFLFZXPSETUIBUBSFSFMFWBOUUP
common keywords
19
what the blog post is about. Blog
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BOEDIBSBDUFSTCVUTIPSUFS
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“
“
SEO
Search engines can’t “read” photos, so
adding Alt text to your images will signal
to Google what your image represents
blog post
2. Heading 1:
6TFZPVSCMPHQMBUGPSNTMBSHFTU
heading font (usually called an
)
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It should include the same
keyword(s) you used in your title.
-JLFUJUMFTTIPSUFS)TBSFCFUUFS
5. Heading 2:
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BOE
JODMVEFJUUPTFQBSBUFUIF
paragraphs in the body of your
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SFáFDUUIFDPOUFOUPGUIF
paragraph
6. Links:
Include hyperlinks (also called
BODIPSUFYU
GPSLFZXPSET
phrases within your blog content
that are relevant to the blog
topic, and point the reader to
4. Image(s):
an authoritative source for more
Include at least one photo in
JOGPSNBUJPO"HPPESVMFPG
each blog post. Images should
thumb is to include two internal
JODMVEF"MUUFYUJOUIFN4FBSDI
links (links to your own website)
engines can’t “read” photos, so
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signal to Google and others what websites in each blog post.
your image represents.
3. First Paragraph:
.BLFTVSFUIFTBNFLFZXPSET
GSPNZPVSUJUMFBOE)JTBSF
included in your first paragraph.
20
SEO
7. Topics:
Select one to two topics that
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QPTU*O8PSE1SFTTUIFTFBSF
called “categories.”
9. Apostrophes:
"WPJEVTJOHBQPTUSPQIFTJOCMPH
63-T5IFZDBOTPNFUJNFTSFTVMU
in broken links.
10. Review:
Be sure to edit your post and
double-check your search engine
optimization details before
publishing! Google’s ranking
algorithm penalizes pages that
feature things like broken links,
grammar mistakes, and keyword
stuffing.
8. Keywords:
*ODMVEFTJYUPFJHIULFZXPSET
in each blog post. If you are a
small-to-mid sized company,
you’re better off focusing on
long-tail keywords which are
four to eight word phrases.
Remember, these keywords are
words or phases that were used
naturally throughout the body of
your blog post.
HallOfFameTip:
'PS(PPHMFPGPSHBOJD
clicks go to the number one
QPTJUJPOPGPSHBOJD
clicks go to the number two
QPTJUJPOBOEPGPSHBOJD
clicks go to the number
three position.
Keep in mind what kind of
phrases searchers would use to
find your business. Include your
business’s name in the keywords
TFDUJPO*O8PSE1SFTTLFZXPSET
are called “tags.”
ProTip:
“Your brand name is a great search handle -- your strongest even.
Use it, promote it, protect it, and optimize the heck out of it.”
– Neil Patel, analytics expert and cofounder of KISSmetrics and Crazy Egg.
21
CHAPTER
6
HBO
“I do not over-intellectualize the
production process. I try to keep it
simple: Tell the damned story.”
– Tom Clancy
HBO
O
ne mistake that many content marketers make is focusing
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content for computers rather than people. Google’s ranking
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BDDVSBUFSFTVMUTGPSUIFJSTFBSDIUFSNT
*UBMUFSTUIBUBMHPSJUIN
UJNFTFBDIZFBSUPBTTVSFUIBUOPQFSTPODBOiCFBUUIFTZTUFNu
4&0JTBHSFBUQSBDUJDFCVUXFMJLFUIFBDSPOZNUIBUXFDPJOFECZ
UIFXBZ
)#0mUIBUJT)VNBO#FJOH0QUJNJ[BUJPO$PNQVUFSTEPOU
buy things – so don’t write for them. Focus on the following items
when optimizing your content for human beings:
“
“
Computers don’t buy things so don’t write for them
23
HBO
Call-to-Action
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include a call-to-action button
that directs your readers to another
offer. If your post is directed at
someone early in the buyer’s
KPVSOFZUIF$5"CVUUPOTIPVME
link them to content such as an
eBook or white papers. If your
post is directed at someone late
in the buyer’s journey, it should
links them to a consultation or
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DSFBUFEXJUIJO)VC4QPUPSBU
buttonoptimizer.com
Footer
Insert a footer at the bottom of
your post, describing what your
company does, the name and role
of the author of the post, and
the topics that person covers.
This will encourage readers to
look out for more posts from that
person.
White Space
6TF)T)TCVMMFUQPJOUTMJTUT
indentations, numbering, and
paragraph breaks to make your
content more easily digestible.
call-to-action
footer
24
HBO
Meta Description
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DIBSBDUFSEFTDSJQUJPOT
under page titles on search
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"
common misconception among
content marketers is that meta
descriptions enhance search
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OPUDPOOFDUFEUP4&0NFUB
descriptions do increase clickthrough rates among searchers
by giving them an accurate
preview of the blog post’s
content.
Read More Separator
Insert a “read more separator”
after the first or second paragraph
in your blog post. This will assure
only a portion of your post shows
up on your main blog page and
will provide readers a link to
“read more.” This will also allow
you to more accurately measure
blog views by knowing who
clicked through.
read more separator
ProTip:
Generally speaking, blog posts should be 400-800 words, as
you want to provide a thorough but not overwhelming piece
of content for your audience. Keep in mind where your buyer
personas are in the buyer’s journey and adjust post length
accordingly.
25
CHAPTER
7
Process
“Write. Rewrite. When not
writing or rewriting, read. I
know of no shortcuts.”
– Larry L. King
PROCESS
N
ow you know all the basic components that go into business
blogging. But how does the process come together and maintain
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Compose a Blog Packet that
includes buyer personas, an
editorial calendar, keywords and
BOPQUJNJ[BUJPODIFBUTIFFU4&0
BOE)#0
One person should be in charge
of managing the editorial process.
This will assure that optimization
maintains consistency. This
person should have a keen eye
for writing and editing.
Find out what topics each
employee wants to write
about that are consistent with
the strategic direction of your
busiOFTT"TBMXBZTQFPQMF
perform better on assignments in
XIJDIUIFZBSFJOUFSFTUFE"TTJHO
deadlines and stick to them.
Personas
Calendar
Keywords
SEO
HBO
How To’s
Industry Terminology
Marketing Workshop
Client Testimonial
27
Lilly
Brian
Sophia
Juan
PROCESS
“
If the person you assign as
the editorial manager does not
hold a leadership position, empower
them as the leader of that role and
communicate that appointment
to all employees
“
If the person you assign as
“Stick-to-itiveness:” It’s
the editorial manager does
easy to put off blog creation
not hold a leadership position,
and distribution. Don’t.
empower them as the leader of
that role and communicate that
appointment to all employees.
The person you choose should
have the freedom to assure
DPOUFOUJTXFMMXSJUUFO)FPSTIF
must be an effective, positive
DPNNVOJDBUPS)ZQFSDSJUJDJTN
of employees’ writing will stunt
creativity and production.
ProTip:
“The best way to get started is to quit talking and begin doing.”
– Walt Disney
28
CHAPTER
8
Conclusion
“Not a wasted word. This has been a main
point to my literary thinking all my life.”
– Hunter S. Thompson
CONCLUSION
B
FZPOETUBUJTUJDTDBTFTUVEJFTBOEFYQFSURVPUFTUIFSFJTPOF
underlying truth about business blogging: It gives your website
life. It tells people you are awake, operating, breathing, up-to-date
and available to help. It makes your website more than just a static
brochure.
"UàSTUCMPHHJOHGPSCVTJOFTTDBOCFBOPWFSXIFMNJOHQSPKFDUUIBU
seems like ‘just one more thing to do,’ but it is an important aspect
of Internet marketing that – like anything – becomes easier as you
implement a consistent process.
$POUBDU6T
storytellermn.com
[email protected]
facebook.com/storytellermn
@storytellermn
linkedin • storyteller
952.829.9091
30
RESOURCES
1. Broadley, Claire. “50 Reasons Your Website Deserves to Be Penalized By
Google.” 50 Reasons Your Website Deserves to Be Penalized By Google.
KISSmetrics, 3 July 2013. Web. 21 Oct. 2014.
2. Burnes, Rick. “Study Shows Business Blogging Leads to 55% More Website
Visitors.” HubSpot.com. HubSpot, 17 Aug. 2009. Web. 17 Oct. 2014.
3. Eridon, Corey. “The Benefits of Blogging: Why Businesses Do It, and You
Should Too.” The Benefits of Blogging: Why Businesses Do It, and You Should
Too. HubSpot, 6 Nov. 2013. Web. 19 Oct. 2014.
4. Heil, Ed. “Blogging for Your Clients versus Blogging AS Your Clients.”
Blogging for Your Clients versus Blogging AS Your Clients. StoryTeller Media +
Communications, 27 May 2014. Web. 21 Oct. 2014.
5. Hines, Kristi. “How to Get Google to Index Your New Website & Blog Quickly.
KISSmetrics, 23 July 2012. Web. 21 Oct. 2014.
6. Moth, David. “The Basics of Using Alt Text for SEO.” Econsultancy.
Econsultancy, 21 Nov. 2013. Web. 21 Oct. 2014.
7. Overson, Brian J. “5 Steps for Creating 1,000 Keyword Phrases in 60
Minutes.” 5 Steps for Creating 1,000 Keyword Phrases in 60 Minutes. StoryTeller
Media + Communications, 17 Sept. 2014. Web. 21 Oct. 2014
8. Overson, Brian J. “A Millennial’s Take on Marketing to Millennials.”
A Millennial’s Take on Marketing to Millennials. StoryTeller Media +
Communications, 27 Aug. 2014. Web. 21 Oct. 2014.
9. Overson, Brian J. “Say This Out Loud: “Is My Business Blog Good?”” Say This
Out Loud: “Is My Business Blog Good?” StoryTeller Media + Communications,
12 Sept. 2014. Web. 21 Oct. 2014.
31
RESOURCES
10. Overson, Brian J. “Where Content Marketing Fails.” Where Content
Marketing Fails. StoryTeller Media + Communications, 0 Oct. 2014. Web. 21 Oct.
2014.
11. Patel, Neil. “9 SEO Techniques to Dominate the Most Popular Methods of
Content Discovery.” 9 SEO Techniques to Dominate the Most Popular Methods
of Content Discovery. HubSpot, 24 July 2014. Web. 21 Oct. 2014.
12. Vaughan, Pamela. “How Many Posts Does Your Business Blog Need to Grow
Leads? At Least 20.” How Many Posts Does Your Business Blog Need to Grow
Leads? At Least 20. HubSpot, 5 Apr. 2010. Web. 21 Oct. 2014.
13. Vaughan, Pamela. “Study Shows More Pages Indexed by Google Means
More Leads.” Study Shows More Pages Indexed by Google Means More Leads.
HubSpot, 1 Apr. 2010. Web. 18 Oct. 2014.
32
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•
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•
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