Blogging for Business Methodology

1. Blogging for Business Methodology 01 Executive Summary 02 Situation Analysis 03 Planning 04 Administration 05 Measurement 06 Budget 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 04 Plan Content 05 Implement Strategy 06 Measure Results ‘Blogging for Business’ Plan Methodology © 2015 Demand Metric Research Corporation. All Rights Reserved. Follow this simple, step-by-step, methodology to develop a blogging plan that increases your leads, builds community, implies authority, and grows brand awareness.

2. To help you develop a ’Blogging for Business’ Plan that: » Is aligned with corporate values and vision » Provides a solid foundation for content marketing » Supports the following:  Corporate Marketing strategy  Content Marketing plans  Social Media Marketing plans What is the purpose of this methodology? © 2015 Demand Metric Research Corporation. All Rights Reserved. Corporate Marketing Strategy Content Marketing Plan Social Media Marketing Plan Marketing Communications Plan To help you develop a ’Blogging for Business’ Plan that: » Is aligned with corporate values and vision » Provides a solid foundation for content marketing » Supports the following:  Corporate Marketing strategy  Content Marketing plans  Social Media Marketing plans What is the purpose of this methodology? © 2015 Demand Metric Research Corporation. All Rights Reserved. Corporate Marketing Strategy Content Marketing Plan Social Media Marketing Plan Marketing Communications Plan

3. Blogging Defined “A blog is a discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).” Source: Wikipedia Bottom-Line – Blog posts bring in leads, create value, build community, imply authority and grow brand awareness. © 2015 Demand Metric Research Corporation. All Rights Reserved. Blogging Defined “A blog is a discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).” Source: Wikipedia Bottom-Line – Blog posts bring in leads, create value, build community, imply authority and grow brand awareness. © 2015 Demand Metric Research Corporation. All Rights Reserved.

4. What are the Top 3 Benefits of Blogging? 1. SEO – Increase your organization’s search engine optimization efforts by inserting targeted key words into every post. The goal is to increase traffic to your website and ultimately capture more sales. 2. Communication – Blogs are great communication vehicles and can be used to provide more detail about upcoming events, announcements, thought leadership, etc. 3. ROI – Blogs are notoriously inexpensive and efficient. Setting up a blog with a service provider, such as Wordpress, is free and adding a new blog post can take minutes. © 2015 Demand Metric Research Corporation. All Rights Reserved. What are the Top 3 Benefits of Blogging? 1. SEO – Increase your organization’s search engine optimization efforts by inserting targeted key words into every post. The goal is to increase traffic to your website and ultimately capture more sales. 2. Communication – Blogs are great communication vehicles and can be used to provide more detail about upcoming events, announcements, thought leadership, etc. 3. ROI – Blogs are notoriously inexpensive and efficient. Setting up a blog with a service provider, such as Wordpress, is free and adding a new blog post can take minutes. © 2015 Demand Metric Research Corporation. All Rights Reserved.

5. Why Do You Need to be Blogging? 59% of B2B marketers consider blogs the most valuable channel. – MarketingProfs, B2B Content Marketing: 2013 Benchmark On average companies with blogs produce +67% more leads per month. – InsideView: How Social is B2B? Blogging 15+ times per month generates 5 times more traffic. – Copy Press Companies that blog have 97% more inbound leads than those that do not. – Midwest Marketing © 2015 Demand Metric Research Corporation. All Rights Reserved. Why Do You Need to be Blogging? 59% of B2B marketers consider blogs the most valuable channel. – MarketingProfs, B2B Content Marketing: 2013 Benchmark On average companies with blogs produce +67% more leads per month. – InsideView: How Social is B2B? Blogging 15+ times per month generates 5 times more traffic. – Copy Press Companies that blog have 97% more inbound leads than those that do not. – Midwest Marketing © 2015 Demand Metric Research Corporation. All Rights Reserved.

6. Other Training Courses that Relate: © 2015 Demand Metric Research Corporation. All Rights Reserved. AccessAccess This methodology is connected directly to the Content Marketing Training Course and Social Media Marketing Training Course, and we highly recommend you also look at those courses for additional best practice resources and advice for your blogging project. Other Training Courses that Relate: © 2015 Demand Metric Research Corporation. All Rights Reserved. AccessAccess This methodology is connected directly to the Content Marketing Training Course and Social Media Marketing Training Course, and we highly recommend you also look at those courses for additional best practice resources and advice for your blogging project.

7. This methodology consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this methodology is to help you: How to use this consulting methodology: 1. Understand blogging and identify the audience and topic you should focus on. 2. Evaluate and select the technology that will be the backbone of your blogging strategy. 3. Plan and craft a strategy to drive traffic to your blog content using SEO, Social Media and Email. © 2015 Demand Metric Research Corporation. All Rights Reserved. This methodology consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this methodology is to help you: How to use this consulting methodology: 1. Understand blogging and identify the audience and topic you should focus on. 2. Evaluate and select the technology that will be the backbone of your blogging strategy. 3. Plan and craft a strategy to drive traffic to your blog content using SEO, Social Media and Email. © 2015 Demand Metric Research Corporation. All Rights Reserved.

8. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results STAGE 01 – UNDERSTAND BLOGGING It’s essential that your organization starts by leveraging best practices to ensure a strong foundation for any blogging project. In this stage you will understand the approach top marketers are having success with. 1. Review Blogging Best Practices 2. Leverage our 6-Step Blogging Plan 3. Review Data about Successful Content 4. Understand How to Build a Content Factory 5. Review Effective Content Writing Tips 05 Implement Strategy 04 Plan Content Understand Blogging © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results STAGE 01 – UNDERSTAND BLOGGING It’s essential that your organization starts by leveraging best practices to ensure a strong foundation for any blogging project. In this stage you will understand the approach top marketers are having success with. 1. Review Blogging Best Practices 2. Leverage our 6-Step Blogging Plan 3. Review Data about Successful Content 4. Understand How to Build a Content Factory 5. Review Effective Content Writing Tips 05 Implement Strategy 04 Plan Content Understand Blogging © 2015 Demand Metric Research Corporation. All Rights Reserved.

9. Topics covered by this video course include:  Choosing the best audience  Optimization framework for blog posts  Promotion and Engagement best practices  Reviewing blog technology solutions Watch Video STEP 1 – Review Blogging Best Practices  Action Item – Watch the Training Course: Blogging for Business to help you review fundamental concepts and advanced implementation of blogging strategy. © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Understand Blogging Topics covered by this video course include:  Choosing the best audience  Optimization framework for blog posts  Promotion and Engagement best practices  Reviewing blog technology solutions Watch Video STEP 1 – Review Blogging Best Practices  Action Item – Watch the Training Course: Blogging for Business to help you review fundamental concepts and advanced implementation of blogging strategy. © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Understand Blogging

10. . STEP 2 – Leverage our 6-Step Blogging Plan  Action Item – Read the 'Creating a Blog for Your Business' How-to Guide to understand the fundamental steps required to launch your business blog. The action plan includes:  Choosing a blog provider  Deciding on your audience  Choosing a topic/theme  Creating a promotional strategy  Start connecting  On-going writing Download © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Understand Blogging

11. . STEP 3 – Review Data about Successful Content  Action Item – Read the Content & Buyer's Journey Benchmark Report explore how effectively marketers are using content to influence the buyer’s journey. This report includes the following sections::  Executive Summary  The Buyer’s Journey  Content Performance  Buying Stage Content Effectiveness  Content Marketing Problems  Analyst Bottom Line Download © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Understand Blogging

12. . STEP 4 – Understand How To Build a Content Factory This workshop includes topics such as:  Key Principles of Content Marketing  Defining Your Content Objectives  Sourcing and Managing Content Contributors  Forms and Formats: Types of Content & Their Best Use  You Already Have it: Reuse and Recycling Watch Video  Action Item – Watch the eWorkshop: Building a Content Factory to help you create and manage a strong Content Marketing program that can vault your company to the top of the thought leader board. © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Understand Blogging

13. . STEP 5 – Review Effective Content Writing Tips Topics discussed include:  Message Prioritization  Importance of writing style  Economy of words  Creating a call to action Watch Video  Action Item – Watch the eWorkshop: Writing Effective Content to help organizations craft better quality content that communicates effectively and achieves better engagement results © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Understand Blogging

14. . STAGE 02 – EVALUATE READINESS In this Stage you will evaluate the maturity of your organization when it comes to both blogging and content marketing overall. You will perform the following actions to prepare your company for Blogging: 1. Assessing your Blogging Maturity 2. Assessing your Content Marketing Maturity 3. Set Goals for Content Marketing Maturity Evaluate Readiness © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

15. . STEP 1 – Assessing your Blogging Maturity  Action Item – Use the Blogging Maturity Assessment to identify strengths and weaknesses in your current blogging processes, systems, assets, and knowledge management. This assessment is intended to address the following areas:  Strategy  Processes  Leadership  Organizational Alignment  Blogging  Technology  Budget & Staffing  Metrics and Reporting Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

16. . STEP 2 – Assessing your Content Marketing Maturity  Action Item – Use our Content Marketing Maturity Assessment to assess your organization’s content marketing program maturity at a more broad level. This assessment will audit these key areas:  Senior Management Buy-In  Content Marketing Knowledge  Existing Assets  Competitive Insight  Staff and Resources  Plan and Distribution  Process Documentation Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

17. . STEP 3 – Set Goals for Content Marketing Maturity  Action Item – Use our Content Marketing Maturity Model to help your organization by providing a road- map for improving their content marketing capabilities. This model is based on several criteria:  Budget & Staff  Tools & Platforms  Lead Generation  Email Marketing  Cross-Channel Marketing  Metrics Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Evaluate Readiness 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

18. . STAGE 03 – RESEARCH APPROACH Research Approach This stage will help you review different successful approaches to blogging available and then select the best blogging technology platform. You will also ensure a strong legal framework to protect your organization with policy templates you can use as a starting point. 1. Review the Top Marketing Blogs 2. Choose your Blogging Technology Platform 3. Write your Blog Policy 4. Write your Social Media Policy © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

19. . STEP 1 – Review the Top Marketing Blogs  Action Item – Use the Top Marketing Blogs Database to summarize the top blogs in the marketing world, for easy navigation, discovery and inspiration. © 2015 Demand Metric Research Corporation. All Rights Reserved. Research Approach 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content This database includes blog categories such as:  Marketing Automation  Personality  News  Social Media  Email Marketing  SEO Download

20. . STEP 2 – Choose your Blogging Technology Platform  Action Item – Use the Blog Platform Database to evaluate the different software platform options available, including both pros and cons, free or paid, for blogging in your organization. © 2015 Demand Metric Research Corporation. All Rights Reserved. Research Approach 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content This database includes the following information:  Company name  Description  Website URL  Pros  Cons Download

21. . STEP 3 – Write your Blog Policy  Action Item – Use the Blog Policy Template to help absolve your organization from litigation resulting from illegal or inappropriate content. © 2015 Demand Metric Research Corporation. All Rights Reserved. Research Approach 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content This policy includes:  Purpose  Scope  Sample Disclaimer  Sample Terms & Conditions Download

22. . STEP 4 – Write your Social Media Policy  Action Item – Use the Social Media Policy and Guidelines to help you create reasonable guidelines for online behavior by employees and contractors. © 2015 Demand Metric Research Corporation. All Rights Reserved. Research Approach 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Download This policy includes:  Purpose  Scope  Personal Use of Social Media  Use on Behalf of Company

23. . STAGE 04 – PLAN CONTENT This stage is all about your blogs content. In this Stage, you will: 1. Define Buyer Personas 2. Establish your Buying Process 3. Map your Content to the Buying Process 4. Choose your Blogs Topic/Theme 5. Leverage Existing Content Marketing Assets 6. Establish your Content Contributors 7. Leverage the Blog Post Inspiration List Plan Content © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

24. . STEP 1 – Define your Buyer Personas  Action Item – Use the Buyer Persona Template to document relevant information about the prototypical ‘key players’ involved in making a decision to purchase your products & services. Characteristics you will want to capture include:  Background (Job Title, Income, Age, Education)  Situation (priorities, pain points, motivation, needs, goals)  Habits (likes/dislikes, trusted resources, research methods)  Decision-Making (authority, budget, purchase process) Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

25. . STEP 2 – Establish your Buying Process  Action Item – Use the Buying Process Stage Template to identify the messages and assets needed to align your sales process & actions with each buyer persona’s progress through their buying process. Buying Process  Need  Discovery  Consideration  Decision  Review Download Sales Actions  Provoke  Educate  Explain  Reassure  Maintain © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

26. . STEP 3 – Map your Content to the Buying Process Here are a few resources you can use when creating content: 1. Case Study Template 2. White Paper Template 3. Press Release Template 4. Business Case Template Download  Action Item – Use the Content Mapping Template to create a visual representation of your content marketing plan. © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

27. . STEP 4 – Choose your Blogs Topic/Theme  Action Item – Use the Blogging Topic Prioritization tool to measure how different blogging topics or themes compare to each other based on your target audience. This tool allows you to understand which topics of discussion will be most engaging for your audience, ensuring you don't have too many topics if not necessary, so you can focus on only the best topics for your readers. Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

28. . STEP 5 – Leverage Existing Content Marketing Assets  Action Item – Use the Content Marketing Assets Database to identify the condition of your existing marketing collateral and sales assets. Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content This tool will provide you with the following information:  Name of Asset  Status  Owner  Last Updated Date  Usage  Distribution

29. . STEP 6 – Establish your Content Contributors  Action Item – Use the Content Marketing Contributors Database to manage your content marketing contributors. Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content This tool will provide you with the following information:  Name of Contributor  Relationship  Specialization  Skill Level  Turnaround time  Rate

30. . STEP 7 – Leverage the Blog Post Inspiration List  Action Item – Use the Blog Post Inspiration List to get inspired for amazing blog posts you could write on your blog that are engaging and interesting. Download © 2015 Demand Metric Research Corporation. All Rights Reserved. Plan Content 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Example blog topics include:  Product tips  Answer a Question  Customer showcase  Tell a story  Reaction  Company update

31. . STAGE 05 – IMPLEMENT STRATEGY In this Stage you will be ensuring that your content is ready for syndication and fully optimized. You will discover a best practice approach to promoting your blog and engaging with your audience. There are 3 steps to go through: 1. Optimize your Blog Posts 2. Promote and Engage with your Audience 3. Syndicate Blog Posts on all Marketing Channels 4. Utilize Content Marketing and Social Media Implement Strategy © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

32. . STEP 1 – Optimize your Blog Posts  Action Item – Use our SEO Blog Post Optimization Checklist to get your blog post ready for search engine optimization, and ensure you didn’t miss any critical components of your post according to your blog policy. Optimizations include:  Styling & Format  Keyword placement  Call to Action  Use of Visuals © 2015 Demand Metric Research Corporation. All Rights Reserved. Implement Strategy 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Download

33. . STEP 2 – Promote and Engage with your Audience  Action Item – Use our Blogging Promotion and Engagement Checklist to help you review essential strategies to enhance the promotion and engagement of your blog. A few key success factors include:  Regular posting  Exit popups for blog visitors  Using email to promote posts  Daring people to comment  Allow commenters to subscribe to the post © 2015 Demand Metric Research Corporation. All Rights Reserved. Implement Strategy 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Download

34. . STEP 3 – Syndicate Blog Posts to Marketing Channels  Action Item – Use our Blog Post Syndication Calendar to help you plan when you will syndicate your blog post across all of your Marketing Channels. Distribution channels can include:  Facebook  Twitter  LinkedIn  Email Newsletter  Google Plus © 2015 Demand Metric Research Corporation. All Rights Reserved. Implement Strategy 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content Download

35. . STEP 4 – Utilize Content Marketing and Social Media  Action Item – Leverage the Content Marketing Playbook and Social Media Marketing Playbook to dig more deeply into our content marketing and social media resources to help your blogging effort. © 2015 Demand Metric Research Corporation. All Rights Reserved. Implement Strategy 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content DownloadDownload

36. . STAGE 06 – MEASURE RESULTS Now that your Blogging program has been launched, you need to take a moment to reflect on the program, measure success or the initiative and plan for the natural evolution and maintenance of Blog. In this Stage you will: 1. Set Up a Metrics Dashboard Measure Results © 2015 Demand Metric Research Corporation. All Rights Reserved. 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

37. . STEP 1 – Set Up a Metrics Dashboard Following are some key metrics you want to analyze:  Content Sharing by Social Channel  Blog Postings/Tweets by Topic  Referral Traffic (All Social Media Channels)  Total Comments/Re-Tweets  Facebook Fans  Twitter Followers Download  Action Item – Use our Blogging Metrics Dashboard to collect key metrics and show visually with charts how the Blogging program is doing. © 2015 Demand Metric Research Corporation. All Rights Reserved. Measure Results 01 Understand Blogging 02 Evaluate Readiness 03 Research Approach 06 Measure Results 05 Implement Strategy 04 Plan Content

38. .  At the end of any project, it’s always a good idea to review it and identify areas for improvement.  Demand Metric has the tools and expertise to help you build an effective Blogging program: » Create or audit your existing Blogging Strategy » Assist with using any of the tools referenced in this methodology » Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, simply contact Demand Metric: info@demandmetric.com Conclusion © 2015 Demand Metric Research Corporation. All Rights Reserved.