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Jonathan Kranz’s blogging and newsletter tips for communicating with clients and prospects

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Jonathan Kranz’s tools and tips for communicating with clients and prospects at New England Expo for Business

E-NEWSLETTERS

  • Not for: buying lists, need to build one
  • Use it for: visited site, talk on phone, downloaded something — INVITE THEM
  • Make them short & simple: they’ll either read immediately, later never comes

BLOGGING

Old think: should we or shouldn’t we? Yes, you should
Explore thought-leadership matters, news,

What’s the strategy?
Monitor? → Look at the sphere,
Just one thought leader: popular speaker? → give that person a blog
Multiple contributors: → setup guidelines

Mange comments: bad comments, address them or not

Promote it?

Guest speakers

Do you need to have your own blog to be a blogger? Get more traffic elsewhere than own blog

Be present where other readers are

Keep message consistent

Mirror customers’ concerns

  • Offer info of real value: expertise and experience they can use
  • Spread around where applicable on your site
  • Social media: think about it strategically
  • Where are people who are interested in this content gathered?

More from Jonathan Kranz

“Your website should be like a party: When people show up offer a drink –“Copywriting for Dummies” author at New England EXPO for Business

Effective e-Books step-by-step by Jonathan Kranz “Writing Copy for Dummies” at New England EXPO for Business

“Desire plus danger equals drama” Jonathan Kranz shows how you can have a superb eBook too

“Content is more important than ever before” Jonathan Kranz at New England EXPO for Business

Blogging approaches and tips from Compendium Blogware founder Chris Baggott at the Boston SEO Meetup

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Blogging approaches and tips from Compendium Blogware founder Chris Baggott at the Boston SEO Meetup


Chris’s background is direct marketing and the catalog industry; he previously founded Exacttarget, in essence emailing for drycleaners

Blogs make great content: Search engines want fresh content, link-building is less important because it’s been so abused

Compendium

  • Is designed for marketers who don’t want to mess with technology
  • Takes keyword research, establish various blogs for each keyword
  • Software organizes blog posts for you

Compendium best practices

  • Every post should be written to your keywords
  • Be aware you’re creating an impression of credibility
  • Write 100 to 150 words then move on
  • Have good call to action, willing to buy after reading your blog
  • Need to give someone a way to go forward or will bounce away
  • Have a page about a topic and each page should be only one topic

Keep in mind

  • Most blog readers are first-timers, very few are subscribers
  • People are telling you their problem, really blogging for 1st-time visitors
  • People want to read how you’ve solved a problem like mine
  • Talk in language of your customer, talk about what you’ve done
  • Talk about what the customer cares about
  • Be pithy
  • Have bold calls to action


Fastest-growing keyword category: phrases that are 8 words long

More posts from the Boston SEO Meetup

Blogging is like the battle of the bulge -Compendium Blogware founder Chris Baggott at the Boston SEO Meetup

“Great content isn’t great unless people see it” How social is search andsearch is social with Stuart Foster of The Lost Jacket scout agency forMullen Advertising

Blog and content strategies with Stephen Turcotte of Backbone Media at the Boston SEO Meetup

http://blog.designatededitor.com/2009/07/15/create-great-content-with-byron-white-of-idealaunch-and-lifetips–boston-seo-meetup.aspx

http://blog.designatededitor.com/2009/07/21/create-great-content-byron-white-of-idealaunch–seo-meetup–2d-of-2-parts.aspx

How he’s made millions: Amit from SuperAffiliateMindset.com and PPC Classroom


Blogging is like the battle of the bulge -Compendium Blogware founder Chris Baggott at the Boston SEO Meetup

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Battle of the blog comparable to the battle of the bulge: You know you should eat right and exercise. Great content requires frequency and diligence — Compendium Blogware founder Chris Baggott at the Boston SEO Meetup


Chris’s background is direct marketing and the catalog industry; he previously founded Exacttarget, in essence emailing for drycleaners

Today, web-based software provides everyone the tools that only big companies had previously

Social Media comprises 16% of online activity

Individual searches are up, but no one is searching for your domain don’t waste time on branding

Searchers need someone to solve their problem TODAY.

Hard to predict how someone will describe his problem = lots of terms that people use for what you have

Paid vs organic search

  • PPC target tons of keywords
  • Organic = Most websites can only draw traffic on maybe 100 keywords
  • Problem = How do I win 10,000 terms?
  • Blogs work so well for search, titles are really important
  • Blogs lend lots of authority

Web content hierarchy

  • Most blogs organized improperly
  • Organize your content so entries will be posted to the correct tightly focused blog that’s based on what you’re targeting
  • Website is a legacy of old media = old ways of cataloging
  • Websites designed like a magazine, no one coming into your homepage anymore
  • Think about sitemap pyramid that there’s a big funnel, need a page for each keyword, titled, focused on that keyword
  • Send right message to right person at the right time


More posts from the Boston SEO Meetup

Blogging approaches and tips from Compendium Blogware founder Chris Baggott at the Boston SEO Meetup

“Greatcontent isn’t great unless people see it” How social is search andsearch is social with Stuart Foster of The Lost Jacket scout agency forMullen Advertising

Blog and content strategies with Stephen Turcotte of Backbone Media at the Boston SEO Meetup

http://blog.designatededitor.com/2009/07/15/create-great-content-with-byron-white-of-idealaunch-and-lifetips–boston-seo-meetup.aspx

http://blog.designatededitor.com/2009/07/21/create-great-content-byron-white-of-idealaunch–seo-meetup–2d-of-2-parts.aspx

How he’s made millions: Amit from SuperAffiliateMindset.com and PPC Classroom

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