1. Copyright 2012, Content that Connects and Pamela Coyle 1

2. Each Blog Post=New Page Copyright 2013, Content that Connects and Pamela Coyle 2

3. . Improve organic traffic, lead generation, brand awareness, engagement with a blogging strategy that targets both keywords and customers ONE BITE AT A TIME Copyright 2013, Content that Connects and Pamela Coyle 3

4. But how? Copyright 2013, Content that Connects and Pamela Coyle 4

5. Change your perspective. You see apples close- up but not the orchard. You have “Business Owners’ Disease.” Copyright 2013, Content that Connects and Pamela Coyle 5

6. A good blog helps customers find your orchard and their way through it. Copyright 2013, Content that Connects and Pamela Coyle 6

7. But what will we blog about? Plenty…….if you stop thinking like a business owner and start thinking like a customer or client. Copyright 2013, Content that Connects and Pamela Coyle 7

8. Customer Stories Potential and current customers like to read about people like them. Like grapes, one is never enough and readers will come back for more. Copyright 2013, Content that Connects and Pamela Coyle 8

9. Tips and Lists People love them because they are easy and quick to read. They will share them. Like a pineapple, one goes a long way. Copyright 2013, Content that Connects and Pamela Coyle 9

10. Company Information Make “announcements” into “stories” about services, products, staff and community involvement. Like bananas, such posts are satisfying. Copyright 2013, Content that Connects and Pamela Coyle 10

11. Hot Topics and Trends Leverage news, industry surveys and local events to keep the website fresh. Like pears, such posts are trendy. In a good way. Copyright 2013, Content that Connects and Pamela Coyle 11

12. Q & As Q&As with company players, experts and clients showcase company culture. Like oranges, such posts show an organization is healthy. Copyright 2013, Content that Connects and Pamela Coyle 12

13. Video Capture some talking fruit – staff, clients, customer submissions Shows willingness to meet people where they are – on YouTube Copyright 2013, Content that Connects and Pamela Coyle 13

14. Before you start  Invite ideas - don’t dictate  Think about voice, tone and goals  Think RELATED information  A good blog is generous  A good blog isn’t pushy  Don’t make it all about you  50-50 mix at first, get to 25-75  Bank 4 to 6 posts before you publish Copyright 2013, Content that Connects and Pamela Coyle 14

15. PLAN and CALENDAR  Think in terms of clients’ decision-making cycles  Dovetail with marketing calendar  BUT stay ahead of traditional advertising  Leverage local events  Pick 3 or 4 themes  Loose quarterly plan, specific monthly plan Copyright 2013, Content that Connects and Pamela Coyle 15

16. Where to look  Customer letters  Industry white papers, studies, surveys  Social media – invite happy clients to contribute  How you solved a customer’s problem  Product reviews  Employees – why the stay, like their jobs  Fun facts  Company history, annual reports, photos  Events in which you or team participate  How business is changing  Tips on using your product/service  Have prospects write  Customer videos  Personality, character hobbies Copyright 2013, Content that Connects and Pamela Coyle 16

17. What Potential Customers Want Copyright 2013, Content that Connects and Pamela Coyle 17

18. What Potential Customers See Copyright 2013, Content that Connects and Pamela Coyle 18

19. What Google Sees Copyright 2013, Content that Connects and Pamela Coyle 19

20. Copyright 2013, Content that Connects and Pamela Coyle 20 http://content-connects.com/pcn13 http://musiccitywebsessions.com/