Blog Marketing

10 Excuses for Not Blogging Your Company Can Stop Making Anytime Now

by Dave Pye on September 19, 2011

This post already sounds so 2007 but many of the small business owners and entrepreneurs I speak to still don’t get it – and until they do will never take blogging seriously as a viable channel for attracting new customers. Why not hammer the point home some more, revisit the subject from scratch and turn it into one of those catchy top 10 lists you wonderful web denizens enjoy reading so much? Fantastic, then. And here come the myriad of lame excuses.

10. That sounds expensive. We don’t have any site redevelopment money in the budget.

Wordpress is Free!
Wordpress isn’t the only open-source (free) CMS (content management system) out there, but it’s the best. It also has the biggest community behind it which means more support, more developers writing more free plugins and a longer platform lifespan. I won’t be telling my grandchildren about Wordpress, I’ll be teaching them how to use it. So download the software and install it in a new /blog/ folder on your server. The only associated expense you can really expect might be for a designer to make the blog look like the rest of your domain, although based on it’s strengths you may want to consider recreating the entire site in Wordpress. It ain’t just for bloggin’ anymore.

9. All our time and effort needs to be spent on SEO and SEM for new business development.

Google Loves Blogs
The corporate blog: A better all-around SEO strategy does not exist. It can address and facilitate all of the major facets which Google’s 2011 algorithm holds so dear. Let’s run down just a few:

Frequently updated and original content. Check.
Many unique, keyword-laden URLs with differing meta data for each. Affirmative.
Integration with and easy sharing within multiple social media outposts (YouTube, Twitter, Facebook, etc.). Roger that.
Increased likelihood of attracting natural incoming links from relevant sources. You betcha.

I could go on. For a long time. A blog marketing strategy is never mutually exclusive to an SEO strategy. It is an SEO strategy.

8. So now I have to populate Twitter, Facebook AND a blog? Forget it.

Blogs are Great for Cross-Pollination
Stop thinking of your blog as yet another social media outpost that you’ll have to populate on a daily basis. Start thinking of your blog as the outpost which automatically populates all the others. Via Facebook connect integration, APIs and Wordpress plugins it’s very easy to automatically update your Facebook page and Twitter account each and every time you hit the Publish button on your blog. Of course you’ll want to include additional content unique to your other outposts, but each blog entry gives you a great excuse to ping your audiences across the board and can be set up to happen on autopilot.

7. Between order fulfillment and Customer Relationship Management we’ll never find the time.

Blogs are Great for CRM
Blogs and Facebook pages are already being used by many companies as effective CRM tools. If you add a social media manager at your company in addition to a traditional customer service department, you may be amazed at how quickly the former takes pressure off the latter. Eventually I think the two positions will become synonymous. Engage with existing and future customers in your blog comments. Answer their questions and address their concerns for the rest of the world to see. Folks with an issue can easily have it resolved, and consumers who have yet to make a decision as to whether they’ll make a purchase will have their confidence increased when they view the interaction.

6. I’d rather spend the time creating new services and product pages.

A Blog Can Aid Your Speed to Market
If you have a new service or product in the pipeline you can start drawing relevant organic search traffic for it before the paint is dry. In fact, you can give your site the potential to rank for any term you can think of in a matter of minutes. New static pages on your site can take time to develop and have to fit into your navigation and architecture. Having a blog gives you both a place and an excuse to get information about anything online and ranking in Google, yesterday. The content you can include (all easily filtered via categories and tags) is limited only by your imagination. And remember – every time you publish a new post using a CMS like the aforementioned Wordpress you’re creating a unique, static HTML page for the search engine spiders to lovingly digest. Lastly, if you have blog you can link to any new content, anywhere on your site. So when those brand-spankin’ new product pages do go live, link to them from a blog post announcing their arrival and Google will find and index them within the same day.

5. We can’t wait for customers to come to us. We have to go find them.

A Blog is Outbound Marketing
They’re far more likely to find you if you have a blog. A new blog post is no less outbound than paying $1.75 for a PPC click. If you’re consistent and maintain the momentum and quality of your posts you won’t be writing in a vacuum for very long. Organic search traffic will not be far behind. Also, remember what you just read about cross-pollination. The blog posts will simultaneously increase the frequency of your other social media outpost updates, casting a much wider net and getting more eyeballs in front of your content.

4. Our biggest competitor outranks us. By a lot. And they don’t have a blog.

Blogs Allow for Easy Differentiation
Give Google a reason to hold your site in higher regard. Your competitor’s lack of a blog isn’t a reason for you not to bother it’s actually a huge opportunity to differentiate yourself and stand out to search engines and human beings alike. Since their Panda/Farmer algorithmic update, Google is even more apt to reward good-quality original content. And potential customers are more likely to buy something from a site that appears to have actual human beings behind it. Bots love it. Homosapiens with disposable income love it. Stop dragging your feet.

3. I’m the sole employee. I’ll have to do it myself. I don’t have the time.

Posts Can be Brief and Somewhat Infrequent
I mention alternate authoring possibilities below, but first let’s make sure you understand one important thing not every post needs to be The Winds of War. You can link to a relevant news article, write an intro, post a quote, add a sentence or two about why you liked/disliked it and you’re done! You can do the same with an embeddable video, article or whitepaper. You’ll definitely want to space shorter posts between ones of higher quality, but those can wait until nights and weekends. You’re not required to spend an hour or more on each and every one of your posts. Also, a blog which is updated twice or even once a week is still a blog. The more posts the better, but do what you can manage. You don’t need a lot of time to make a major difference.

2. This will actually hurt us. I’m not a good writer and may come off as stupid.

Many Authoring Options Exist
Not everyone was put on this Earth to write and sometimes accepting your weaknesses is a smart thing to do. While you should know that the more you write the easier it becomes, there are alternatives to doing it all yourself. Consider the participation of existing resources. Everyone at your company, from your VP of Sales to the summer interns, may be a potential blog author. If you’re a one person operation, many cost-efficient outsourcing solutions exist and it’s quite common for companies to use this as an option. It doesn’t have to rest on your shoulders alone.

1. The website is already full of helpful information about our product/service.

Become a True Authority on What you Sell
Blogs are a very effective way to build consumer confidence and increase the likelihood of a sale. Would you rather buy a hockey stick from a cookie-cutter drop-shipper’s site, or a that of a retailer where you can see real people discussing and reviewing the equipment? Even if the product being searched for isn’t mentioned in a specific post of its own, potential customers will know and appreciate that there are knowledgeable staff behind the curtain who care about them, value their business and will be easy to reach if there are any questions or problems during the ordering process.

As I wrote these out, I quickly realized how much crossover exists between the entries. Which in a roundabout way proves my main point for every excuse you can give me regarding why you don’t have the time, the need or the resources for a blog, I can give you 50 or more to the contrary. An original, relevant, well-written and engaging blog effort with a content strategy behind it can help just about every conceivable marketing angle. Don’t be afraid. Don’t find yourself justifying your lack of a blog with yet another lame excuse. Your target market is out there and are trying to find you. Find a resource, make the time and give your business a voice.

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Here Comes the Revolution: Facebook’s New Comment Thread Plugin

by Dave Pye on August 16, 2011

Marky Z. and company upgraded and intensified the functionality of Facebook’s comment thread plugin earlier this month and I’ll be honest at first glance I didn’t get it. The news came in like a lamb. I read a few articles on the subject but none of them really told me much or gave me practical examples. Yeah, so like. there’s new comments and stuff was the extent of the info offered up. I figured there’d be a new and more intuitive thread design, maybe a better link attachment preview and then promptly moved on to something else in my typical hummingbird-stricken-with-ADD fashion.

Upon closer examination, however, I’ve become so impressed with the new features that I’m strongly considering adding the plugin here and on some of my other blogs. I think at this point it’s safe to say: this whole Friendbooky thing has legs. Here are a few of the reasons I’m possibly just seconds away from the Kool-Aid keg stands of a convert:

Posting as Pages: A dropdown menu now gives commenters the ability to post as themselves or as the persona of any Facebook Page they own or have administrative rights to. That’s the big one for me. But wait.
Post to Your Profile: The plugin is no longer insular. A simple box tick allows you to publish your comment on an external blog directly to your Facebook feed.
Thread Synchronicity: Whether people reply to your comment on the blog, or upon seeing it in your feed, both locations will be updated.

There are a few other tweaks involving comment relevance, etc. but if you’re not already convinced of this tool’s social potential you never will be. I’ll take one more stab at you I know that my external blogging has decreased as a result of Facebook. Across the board. It’s quicker to update your status than to flush your thoughts out into more significant content and you’ll reach more people instantaneously. But the real reason my writing has suffered is because of the community dispersion I see. I used to have a regular gang of commenters on my blog whom I miss dearly. Sometimes when I post a link to one of my articles in Facebook (which I think looks better aesthetically than the FB note import via RSS and also drives views and spiders back to your blog) people will comment. but it isn’t the same. And when they do, those comments are invisible to anyone on the blog. And, obviously, vice-versa. That creativity and momentum crushing problem has now been eliminated for me. Yes, the new plugin version came in like a lamb – but it’s eventual influence will leave a lion-sized bite mark on the internet’s left buttock. Or something.

One thing I want to clarify this plugin doesn’t override or replace your existing blog comments. Dear me, no. It allows visitors who are currently logged into their Facebook account to leave comments as a Facebook user complete with their current FB profile picture and a link back to their personal profile page or that of their business (depending on whom they decided to be when posting see: Posting as Pages above). The integration of the blog and the Facebook page just made what will inevitably become a revolutionary, albeit quiet, leap forward in social connectivity. This is massive. Reading this back just prior to publishing. I’m pretty sure I just made my decision. Watch this space. I mean. the space directly underneath this space.

Here’s the code and API for developers.

And an easy to install plugin version for Wordpress.

Brace yourselves.

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6 Real Linkbait Examples and the Lessons Learned – Part 1

by Dave Pye on April 2, 2009

Linkbait can be a very effective tool for search engine optimization. Social media is important for marketing your small or large business in 2009. The sky is blue. Women have secrets. Thanks for nothing, Dave. We’re actually dumber for having listened to you just now. You’re so very welcome, and do you know of a bank in the vicinity where I can cash your seminar check?

Preach vs. Practice
You learned absolutely nothing from that first paragraph which you didn’t already know. Simply telling someone to consider linkbait, link building or general social media as a means to drive both direct and eventually organic traffic to their site is like lending them your car and forgetting to give them the keys. A big heap of useless nothing. Don’t be that guy. The interwebnets are already flooded with them. And for God’s sake don’t pay them to tell you all those things. Ask for specific examples of their own linkbait work that can actually teach you something practical about applying the strategy to your own business. Don’t let them get away with simply talking about those damned blender videos again.

One of the reasons I am a fan of Montreal SEO maven Gab Goldenberg’s blog is that he provides real-world examples of work he has done for actual clients. As a result he is never even in the running on those days when I get so overwhelmed by my Google Reader backlog that I decide to start culling the RSS feed herd. I thought of possible ways in which I too could provide something particularly helpful today and dug out six of my previous linkbait project URLs. I’m not saying they’re ground-breaking or even especially good – but I did learn a lot from them and maybe you can too.

What is Linkbait?
Simply put, linkbaiting is the creation of something online which you feel has the potential to go viral. “Going viral” means a piece of content is so engaging, funny, helpful, life-saving, disturbing or a combination of all five that people feverishly pass it around amongst their friends via IM and email. Scores of bloggers link to it because they want to share it with their audience. It becomes bookmarked naturally in tons of social media sites. The benefits are twofold. In the short term the popular webpage gets tons of direct traffic and brand recognition. In the long term the domain encourages many one-way incoming links which is a crucial factor the major search engines take into account when deciding where to rank your site for specific keywords.

Here are some great articles regarding the construction of effective linkbait if you’d like to read more on the basics. I’d rather spend my bloggy time today showing you some real and original examples of linkbait I myself created – and then looking into the reasons they worked, didn’t work or could have been improved upon. I didn’t make these with enormous production budgets or teams of semi-conscious, hungover marketing interns at my disposal – but I did use my imagination with some degree of tangible success. Perhaps this article should be called Linkbait Ideas for Small to Medium-Sized Businesses. Perhaps this article should be skipped altogether.

Linkbait Best Practices
I tried to follow the golden (and vague) rules that I’d been reading about since the term “linkbait” was originally coined. Use media. Make it informative. Make it funny. Put it in a “top 10” format. Include prominent social media submission buttons. Include an “email this to a friend” form. Make sharing easy. Consider paying off some prominent Diggers (did I say that out loud?). Put it in a subfolder on the client’s domain without any branding and then move it under the main template after it has been live for a few weeks to disguise its true marketing purpose. Sacrifice a chicken and pray. Read up on Chaos Theory.

Original Linkbait Examples
I’m going to link to these 6 examples using the specific keyword phrases they were designed to draw traffic for. This is partially because I’d like that strategy to be abundantly clear and partially because this is my blog and it’s my perogative to keep flogging these pieces even years after they were created should I want to. A good, timeless piece of bait can continue to draw relevant traffic indefinitely.

Valentine’s Day History
A client wanted to drive traffic for terms related to Valentine’s Day because they sold many products specific to the holiday. Product terms (“valentine’s day cards” etc.) were understandably extremely competitive. There were some related terms, however, that were far less contentious yet still had reasonable relevant search volume attached to them. I had a glance at the day’s Wikipedia entry and was fascinated to learn how many truly awful things had transpired on February 14th over the centuries. The dim, filthy lightbulb in my head clicked on and thus “14 Horrible Moments in Valentine’s Day History” was born.

The Good: The piece definitely went viral, doing well in networks like Digg and Reddit, attracting many natural links from bloggers and was even linked to by some high profile news sites. It continues to attract lots of seasonal traffic and new incoming links to this day.
The Bad: Not much – this was definitely a success and made the client very happy.
Lesson Learned: The vague advice I’d been hearing was true – Decent linkbait can indeed drive tons of direct, relevant traffic and have considerable ongoing SEO benefits lasting years.

Custom BBQs
In the middle of Summer 2007 I was asked to create a linkbait piece designed to attract grill and barbecue related keywords to a client’s bbq review section. I wondered if I’d be able to find photos of some custom made rigs having recently seen a homemade beer keg smoker at a friend’s house. Needless to say, I was not disappointed. Yeeee Haaaa! You’ve got a pretty mouth.

The Good: Although it had a disappointing social media run, it resulted in quite a few links from blogs.
The Bad: In retrospect the subject matter probably had a very limited audience. Again, failed virally.
Lesson Learned: If possible focus on a subject related to your client’s goods or services with the broadest potential appeal – men and women, old and young, kids and adults. And never, ever launch a linkbait the day before one of the biggest holidays of the year.

NCAA Buzzer Beaters
This time last year March Madness was upon us and I had a client with a lot of tournament tickets to move. Being more of a hockey/football fan I researched some popular online NCAA discussion topics and quickly decided a list of “buzzer beaters” would be a good idea. I’d yet to use videos for a piece and got myself all excited about it. Everyone from the Director of Marketing to the CEO approved my final piece which took several days for me to write, research, collect and code. Then the NCAA (who were partnered with my clients in some respects) refused to let us use it. “Why on Earth did you even show it to them?” I remember asking them in frustration. I ended up using a revised, non-video version of it on my own semi-related hockey fights site. Cause hockey is a sport too, get it? I really just didn’t want it to go to waste. You can see the original video linkbait preserved for all time on my personal blog.

The Good: It was a good exercise in incorporating video into linkbait and I was able to repurpose it as an NCAA article (with SEO-friendly links) on several blogs and free article directories without alerting any ambulance chasers.
The Bad: It was nipped in the bud. Also, I found out that the client-side resource who offered to help with my bulletpoints and research completely plagiarized them from another website and had to re-write the entire thing the night before it was supposed to launch.
Lesson Learned: Let the CEO, Directors and lawyers see your proposed idea before you spend 20 hours putting it all together. Also, with a little re-writing many linkbaits can be repurposed in text form for alternate uses.

I have three more examples to share with you if you’re still awake, but regret I must get back to my company duties for the rest of today. Namely – plotting my next big viral ~~failure~~ success. Stay tuned for part two and I would love it if people shared their own linkbait creations with everyone right here in the comments.

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Frequently Updated Content is King

by Dave Pye on July 11, 2007

Blog this, and blog that. You’re sick of hearing the word. You’ve met 7-year-old kids who have told you your company needs a blog. What the heck are they, exactly – and why do they make a difference to your marketing mix?

At its simplest definition, a blog is little more than an easily update able, content management system (CMS). At it’s most effective, it gives individuals and groups the ability to become authorities in their chosen field. Coupled with a service or retail based website, an objective and original blog of quality can drive scores of relevant visitors who may then convert to customers, employees or new friends.

But how do blogs relate directly to SEO and SEM in general? The original content your company creates is ideally updated every few days. Indexing spiders are more likely to visit, and look favorably upon, websites that have changed somewhat each and every time they drop in for a visit. This will increase spidering frequency, and also improve your legitimacy in the eyes of the major algorithms. Not to mention all of the unsolicited incoming links that objective resources effortlessly attract.

Make it good and make it frequent. Add good, niche subject matter and the rest just may take care of itself. Alternately, you can always go back to knitting dog sweaters.

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WordPress 2.1 Released! Meet “Ella”

by Dave Pye on January 22, 2007

The latest version of the best open source blogging/content for SEO management system in the known universe was introduced less than nine minutes ago – and boy am I excited. A full list of new features can be viewed here, but I’ll quickly rattle off the ones I’m particularly pumped about:

Autosave makes sure you never lose a post again: The benefits of this are obvious – there is nothing worse than spending an hour writing up the best entry in human history and then having it erased during a publishing error.
Our new tabbed editor allows you to switch between WYSIWYG and code editing instantly while writing a post: It’s embarassing that the now-prehistoric Blogger actually had a “one up” on WordPress in this regard for a long time. Well not no more.
Our completely redone visual editor also now includes spell checking: Again, an overdue and welcome addition.
You can set any page to be the front page of your site, and put the latest posts somewhere else, making it much easier to use WordPress as a content management system: Many people have been predicting the evolution of WordPress into a much more versatile CMS, and this enhancement makes that an easy reality. I can’t wait to find an excuse to build a new site and try this out. I should have a half-cocked idea popping into my head in T-minus five seconds.
Links in your blogroll now support sub-categories and you can add categories on the fly: There were a series of clunky, difficult plugins that accomplished this feature that had me pulling my hair out on more than one occasion. About time it became standard.
A new version of the Akismet plugin is bundled: As the first thing I used to do when kicking off a site with a new WordPress installation was install Akismet (the Queen Mother of SPAM blockers,) this nearly made me do a cartwheel. In a pink thong.

If you’re a webmaster, SEO or small business owner looking for a cost-effective site solution – Head immediately to WordPress.org and do yourself a favor. Download it, install it, cuddle it, feed it and watch it work for you. Learning curves be dammned – this is the way of the future, grasshoppers.

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Corporate Bloggin’ Ain’t Easy

by Dave Pye on November 30, 2006

By now there are Amish people who can tell you blog marketing can work wonders driving traffic and leads to your business. But after you take the time to build one on your site, don’t expect Shoeless Joe Jackson to immediately show up and start hitting runs for the home team. Blogging is hard work, and the internet is littered with the bones of thousands of abandoned ideas, usually with “ramblings” or “musings” somewhere in the title.

Momentum is a tough thing to perpetuate. For every day you don’t post on your blog, you can almost devise a mathematical formula that will exponentially measure the traffic you’re going to lose forever. If you aren’t naturally prolific, and you’re not paying someone else to keep your company blog oven fresh, there’s some easy rules of thumb that will help you through.

Write what you know: Start a blog on a topic on which you’re passionate and that you’ll be able to maintain without losing momentum. Your business is a darn good start, obviously. If you can’t write passionately about your own business, you should probably be collecting shopping carts in your local mall parking lot.
Find your niche: Focus on one topic, and don’t blur your subject matter. Use a sniper rifle, not a shotgun, and you’re more likely to attract and keep an interested audience. If your website sells a wide range of electronics, for example, pick one related facet of what you do and focus on that. Product reviews, free digital photography tips, etc. Maybe start a new domain that’s just a branded blog which links back to your retail site.
Make time to write: Not every entry needs to be the Winds of War. Link to an interesting article you’ve read and write a sentence or two summarizing or sharing your thoughts about it. You can even quote part of the original article Ask for some reader feedback on a topic relating to your business. Talk about a recent happening within the company or repost a press release. But, for the love of Bo Jackson, just do it!

Maintaining a company blog is a lot like having a puppy. If you don’t give it water it will die. Don’t adopt a blog until you realize the responsibility attached to keeping it alive. And if you’re still interested afterwards, remember my three simple tips. Housetraining WordPress is up to you.

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