9. Sales Question
So, if I am your ideal prospect, why
should I buy from you rather
than any of your competitors?
10. BLOG Question
So, if I am your ideal blog reader, why
should I read your blog rather than
any of your competitors?
11. BLOG Question
So, if I am your ideal blog reader, why
should I read your blog rather than
any of your competitors?
1. Who is the ideal blog reader?
2. What is your value proposition?
3. Who are the competitors?
4. BONUS – prove it.
12. Identify Stakeholders
1. Who is writing your blog?
2. What are the expectations?
3. Are the policies in place?
4. What are the rewards?
23. People Always Ask
1. Will it save me money?
2. Will it save me time?
3. Will it improve my life?
4. How?
24. Google Statistics
70% of Americans now say they
look at product or company
reviews before making a purchase.
25. Curate Best Content
• Find the best content
• Package it
• Add value
• Create a diverse portfolio
• Share findings and analysis
26. What to curate?
What to Curate
• Expert tips
• Presentations/Webinars
• Quotations
• Case studies
• Industry blog sites
• Infographics
• Statistics
• Industry examples
30. Presentation
What to Curate
From HEADER
To SUBHEADER
To SUMMARY
To SECTION TITLES
To CONCLUSION
To NEXT BLOG POST
31. Presentation
What to Curate
Break up the article into short sections. This not
only makes it easier to read, it’s also good for
search engines.
Headers and sub-headers are great places to
include keywords and related keyword
phrases.
32. Formatting
What to Curate
• Short paragraphs
• Bulleted or numbered lists (where
relevant)
• Relevant headers and sub-headers
throughout (to make scanning easier)
• Conversion-focused links within the
content area of the page
• Text, text and text
33. Formatting Curate
What to Checklist
Headers and Subheaders
Screenshots & Relevant Images
Multimedia
Summary and Conclusion
Embedded Videos
Bullets
Bold Text
Useful Links
35. ZMOT
What to Curate
The best brands consistently win two moments of
truth. The first moment occurs at the store shelf,
when a consumer decides whether to buy one brand
or another. The second occurs at home, when she
uses the brand — and is delighted, or isn’t.
- A.G. Lafley
CEO Procter & Gamble
36. ZMOT
What to Curate
Whether we're shopping for corn flakes, concert
tickets or a honeymoon in Paris, the Internet has
changed how we decide what to buy.
Today we're all digital explorers, seeking out online
ratings, social media-based peer reviews, videos,
and in-depth product details as we move down the
path to purchase.
40. Encourageto Curate
What Conversations
• Keep comments open
• Allow commentators to provide identifying URLs
• Monitor and reply to comments
• Listen to feedback and respond
• Ask questions
42. Promotion
What to Curate
• Create high-quality, educational or
entertaining content.
• Submit your blog to online directories.
• Write guest posts for other blogs.
• Research link building opportunities with
other websites.
• Don’t borrow, beg, barter, bribe or buy links.
51. Best & Worst Posts
What to Curate
Traffic Sources
52. Social Actions
What to Curate
Traffic Sources
• Facebook likes
• Retweets
• LinkedIn and other shares
• Links back
• Comments
• Followers
• @mentions
54. Example
What to Curate
Traffic Sources
Company Online magazine publication
Challenge Getting people to participate
Goal Increase the number of user
comments
Strategy Test different calls to action
60. Calculating ROI
Hours a Hourly Rate Monthly Other Total
Month to per Blogger Design Fees Monthly
Create a Fees
Blog
40 $30 $300 $200 $1,700
Leads per Conversion Average Life Profit Blogging
Month Rate Time Margin Revenue
Customer
Value
10 15% $5,000 30% $2,250
ROI = (Revenue – Investment)/Investment = 32%
