how to blog for business

Podcast Ep. 28: How to Measure Your Blogging Efforts

In last week’s episode we talked about finding a content form that your audience will like, which is part of our 6 episode series on Blogging for Business. Just to mention those six topics, they are:

  1. High-level planning
  2. Find a content form that your audience will like
  3. Find a tone of voice
  4. Find a blog process
  5. Find a process to promote your blog after you’ve created something
  6. Measure blog effort: Find out if what you’re doing is actually any good

Today we will talk about finding ways to promote your blog content.

https://soundcloud.com/brandballers-podcast/measuring-your-efforts

The importance of measuring your efforts

  • Measuring gives you baselines that can lead your next steps. In sports we ask, “How did you play?”
  • There are many forms of measurement
    • Many are based on trying to determine ROI, or value of your posts
    • But we want to focus on metrics that work for us
    • Carl’s youtube videos: Likes and comments tell me that a video was effective
  • Performance Goals: Did you hit your goals that you set out to do?
    • If so, pat yourself on the back, but what can you learn to improve
    • If not, what caused you from reaching your goals / eliminate
    • Example: Standup meetings with Vitor – everyday we state what we did yesterday, what we will do today, and what is preventing us to reach our goals.
  • Promotional Efforts (Engagement) – are you being heard in your marketing channels.
    • Pages or video views / number of listens
    • And are there any indicators that certain channels are more effective than others.
    • With our podcast – we assumed that LinkedIn would be a top 3 place to promote our blog and create some engagement.
    • Turns out twitter and Product Hunt are my best social sharing channels
    • Carl: YouTube
      • Views, comments, likes tell me how much of an impact a video has
      • For example, presentation videos about starting a presentation get a much larger response than others
      • Opt ins on my website; am I seeing an increase in opt ins to my email list
      • Website views; increasing as I continue to post regularly
  • Important to remember: Blogging is a long game; short term spikes or gains aren’t necessarily as important as building an audience, laying down a foundation of value driven content and establishing your online presence
    • The numbers will come; yes, you need to promote, but consistency and high value will help you reach your blogging goals

Measure blog effort: Actionable steps to take away from podcast

  1. List what you can measure and where
    1. Page views / video watches / number of listens
    2. Make sure to check periodically. It’s kinda cool being able to say something like “we doubled our listeners this week”
  2. Make changes to your blogging that help you achieve your goals;
    1. Find ways to streamline or simplify sharing/promoting which will help in consolidating your data
    2. For example, if open rates for emails are low, consider changing your titles
    3. Example 2: Letting soundcloud share the podcast with the title they automatically generate; seems to get more listeners than creating our own tweets or promotion. Don’t get overly caught up in metrics; they are important but more important to be consistent and offer value in your blogging; know what your audience wants

Thanks for listening!

And that’s a wrap on our blogging for business podcast. Hope this has been helpful.

If you’d like us to touch upon a particular topic on an upcoming podcast, send us a message with your question or suggestion.

Have a great day!

Podcast Ep. 27: Finding a manageable process to promote your blog

Here's the last episode in our series on blogging for business. In this episode of the Brand Ballers Podcast, Mike and I cover promoting your blog... and doing it in a manageable way. Check it out... https://soundcloud.com/brandballers-podcast/promote-your-blog

Podcast Show Notes:

In last week’s episode we talked about finding a content form that your audience will like, which is part of our 6 episode series on Blogging for Business. Just to mention those six topics, they are:

  1. High-level planning
  2. Find a content form that your audience will like
  3. Find a tone of voice
  4. Find a blog process
  5. Find a process to promote your blog after you’ve created something
  6. Find out if what you’re doing is actually any good (measuring if it’s working)

Today we will talk about finding ways to promote your blog content.

The importance of promoting your blog and the process of promoting your blog

  • If no one knows about it, then know one will ever know about it or care about it; or buy what you’re selling
    • Like promoting anything else related to your business
    • If you have a great product, no one is going to know about it…unless they smell good like cookies.
    • Nike won’t shoot a commercial and just put it on their blog; they’ll get it out to as many people/influencers as possible
  • Can potentially attract influencers/partners to help your blog grow
    • Believe it or not, people are contacting us and commenting on our podcast
    • Even a possible advertising spot is opening up

Examples:

  • Made a drone video in Amsterdam
    • We shared it on Youtube
    • Larger company called to use footage
  • Carl: Presentations content promoted on Facebook led to work
    • Led to working with the central bank of Korea
    • Someone from the bank saw one of my videos because it was shared by a mutual friend
  • Process of promoting is important because it’s efficient and takes away the spur of the moment activity
    • Also having it organized means that it’s built into your time schedule
    • Organization can eventually lead to delegation
    • Helps you figure out what forms of promotion are working or not working; measurement
  • Be realistic about how much time you can spend; more is usually better
    • Some say spend 20% of your time creating; 80% promoting
    • But realistically, most people don’t have this much time so do what you can;
    • Publishing consistently is probably more important than promoting 80% of your time away
  • Know where your audience is so you promote in the right places
    • Examples:Presentations videos
    • Posted on website
    • Twitter, Facebook, LinkedIn
    • Send out email newsletter
    • Key: Replying to people that retweet, share or like

Actionable steps to take away from the podcast

  1. Decide which channels are best to use for your audience
    • Based on where you think you can reach most of your targeted audience
    • And where you would enjoy promoting yourself. It is about putting yourself out there and so it helps to feel comfortable.
      • Mike – SoundCloud for the podcast and I spam my friends, Product hunt
      • Carl – YouTube, LinkedIn, Twitter, Facebook, Instagram
  2. Break down the process into blocks
    • Work out a schedule
    • Prepare how you will promote;
      • Write out the tweets;
      • Create hashtags, tags;
      • Write email if you’re sending a newsletter
  3. Be consistent about your promotion when possible
    • If your audiences enjoys it, they expect it at a certain time..like getting the newspaper every Sunday
    • Set a calendar alert

Thanks for listening! If you’d like us to touch upon a particular topic on an upcoming podcast, send us a message with your question or suggestion.

Have a great day!

Podcast Ep. 25: Blogging for Business - Finding a tone of voice to blog with your own style

Here's Episode 25 of The Brand Ballers Podcast with me and Mike Miello from Webodew. We've been talking about blogging for business and talk about finding a tone of voice for your blog that works with your audience. Check it out... https://soundcloud.com/brandballers-podcast/tone-of-voice

Podcast Show Notes:

In last week’s episode we talk about finding a content form that your audience will like, which is part of our 6 episode series on Blogging for Business. Just to mention those six topics, they are:

  1. High-level planning
  2. Find a content form that your audience will like
  3. Find a tone of voice
  4. Find a process
  5. Find a process to promote your blog after you’ve created something
  6. Find out if what you’re doing is actually any good (measuring if it’s working)

Today we will talk about finding a tone of voice.

The importance of choosing the right form of content

  • Define the difference between tone of voice and format
    • Form refers to structure and format
    • Tone of voice refers to style of your work
    • Will you come off as fun, serious, laid back. How will people recognize your work. (Colorful, safe for work, family friendly, on the edge)
  • Your tone of voice can attract and repel people
    • Ex. Edutige customers; DIYers; presentations viewers; students, non-native English speakers
    • Webodew – try to sound approachable. Introverted people that want to find ways to become more vocal
  • Demonstrates authenticity; you have to be comfortable with who you are portraying; It’s what makes you different; you don’t have to copy someone else; you’ll find a group of people that like who you are, how you communicate.

Actionable steps to take away from podcast

  1. Choose a tone of voice that works for you, that is authentic to who you are, or who you want to portray to your audience
  2. Define the type of people you want to attract; what is their personality
  3. How will you be different?
    1. Envision what you’d like your clients to say about you

Thanks for listening! If you’d like us to touch upon a particular topic on an upcoming podcast, send us a message with your question or suggestion.

Have a great day!