Vous désirez sans doute profiter de l'effet de levier de l'Inbound Marketing [Marketing d'attraction], du Content Marketing, du Social Media Marketing, du Paid Owned Earned [POE] ou de toute autre forme de Marketing 2.0.
Voici mon point de vue sur l'exploitation de Blogs en propre par les équipes ventes/marketing/bizdev/techniques des différentes entités de votre entreprise, et ce notamment en environnement B2B.
6 [mauvaises] raisons pour écarter les [owned] Blogs d'une démarche d'Inbound Marketing:
Je pourrais réfuter ces arguments qui sont clairement le fruit d'une méconnaissance des mécanismes de l'Inbound Marketing [domaine en fait peu connu par nos équipes Marketing traditionnelles!], mais voici plutôt:
6 bonnes raisons de mettre vos propres Blogs au coeur de votre stratégie Paid Owned Earned:
Je peux témoigner de l'intérêt des Blogs propres en environnement B2B:
Ma propre expérience d'animateur du Club Alliances [éditeurs SaaS] et du Club Cloud des Partenaires [fournisseurs et partenaires Cloud] m'a montré la puissance de l'intégration de Blogs au coeur de ce que Marketor et moi avons appelé depuis plusieurs années maintenant une "Infrastructure Marketing 2.0".
2012.06.17 - Owned Blogs - Club Cloud des Partenaires - Loic Simon
View more PowerPoint from Club Cloud des Partenaires
Alors, prêts à démarrer et à nourrir votre/vos propre(s) blog(s)?
Cloud Channel Development Executive - IBM
+33 6 76 75 40 71
Content marketing : 5 bonnes raisons de lancer votre blog
Le blog d’entreprise, un gadget ? Et pourtant, c’est grâce à ce moyen peu coûteux, au cœur de toute bonne stratégie d’inbound et de content marketing, que vous pourrez durablement vous démarquer de vos concurrents en créant une relation privilégiée avec vos cibles. Cinq bonnes raisons de vous laisser tenter.
Vous l’avez compris, le contenu reste votre meilleur outil de création de trafic et de fidélisation : selon une étude Forrester Research, il arrive en première position des solutions pour faire revenir un internaute sur un site. Une stratégie de communication efficace doit cependant être intégrée : il est nécessaire de faire vivre son blog en relayant les messages sur les canaux pertinents, en prenant garde à adapter son message et son contenu au relais utilisé.
Vous aimeriez lancer votre blog mais vous n’avez clairement pas de temps à y consacrer ? Vous avez besoin de savoir-faire, de compétences et de stratégies adaptées ? Découvrez nos offres et contactez-nous, nous avons la réponse à votre besoin. A bientôt !
Experte en stratégie de contenu
Depuis 2012, Faustine collabore avec 1min30 pour aider les entreprises à établir leur notoriété et leur expertise autour de la création et la diffusion de contenus personnalisés, notamment digitaux, via une approche et une méthodologie adaptés à l’univers du Web.
Entrepreneure spécialisée dans la conception et l'exécution de stratégies éditoriales, Faustine est par ailleurs auteur et scénariste. Elle passe sa vie à écrire, donc.
By Claire Atwell Posted Mar 29, 2012 Filed in: Inbound Marketing, Search Engine Optimization, Blogging, Internet Marketing, Clients
One of the most important factors of Search Engine Optimization is regularly posting good content on your website. But a list of your favorite TV shows or what you ate for breakfast isn’t exactly ideal. In a perfect world, you should be consistently creating compelling content that is relevant to your target audience and optimized for keywords you’d like to rank highly for.
But realistically, coming up with something brand-new to post to your blog every week can be a huge time burden, especially when your primary concern is to serve your customers. So, why not extend the life of content you already have? These can be articles you’ve written for other publications, marketing materials your company uses or presentations from talks or seminars.
Here’s a recent example of some content repurposing we did for one of our clients we help with SEO, the Raleigh business and intellectual property law firm Whitmeyer Tuffin, PLLC., which produced some very successful results.
Randy Whitmeyer often lectures to classes at local universities on intellectual property law. Such was the case a few weeks ago, when Randy spoke to Dr. Ted Baker’s entrepreneurship students at N.C. State. Naturally, he put together a powerpoint presentation to accompany his talk covering intellectual property basics for entrepreneurs.
Rather than file it away for the next lecture, we added his presentation to the Whitmeyer Tuffin slideshare account so the information could be viewed and shared easily. The firm uses slideshare fairly frequently to publish presentations, which are then added to their website. Not only do these slides inform current and potential clients, it also establishes the Whitmeyer Tuffin attorneys as thought leaders in their industry.
Extracting and tweaking the information from this particular presentation would create more SEO value for their website than just embedding the slideshare. So, we used the biggest takeaway points to write an optimized blog post, the Top 10 Intellectual Property Mistakes Made by Emerging Companies. Because Randy had already put thought in to the presentation, it wasn't difficult or time-consuming to recycle the information from the slides for the website.
To get the most out of any content you post, it should be promoted across the web to drive traffic back to the site and (hopefully) generate a few external links. This is usually pretty successful for an interesting, informative post such as this one, particularly when shared in the right places. The blog post became the subject of a Whitmeyer Tuffin tweet, and was submitted to several directories geared toward entrepreneurs.
The post was viewed hundreds of times in the first five days after being shared, and is now the second-most viewed page on the site (after the homepage.) The post’s link on the Startups subreddit drove 136 new visits alone. Overall, traffic to the Whitmeyer Tuffin site has more than doubled since last month, primarily due to directory referrals. The post is also ranking on the first page of Google for intellectual property mistakes.
This is just one example of how content that's already been created can be recycled into a successful website post. Where are some other places you look for site content to repurpose?
By Joel York on February 29, 2012
B2B startup marketing is tough. It used to be that you could polish off a high level message and a slide deck and let the salesperson handle it from there. Today, online marketing is the primary driver of revenue at the typical B2B startup. The new breed of B2B buyer expects your online content to be engaging, valuable and deep, and is unlikely to engage your salesperson if you don’t deliver. However, B2B content can be excruciatingly difficult to produce. It’s technical, complex, dry and requires deep subject matter expertise to be truly valuable. Plus, it usually must be done on a shoestring budget, yesterday.
Every B2B startup marketing professional knows that they need a blog, but not everyone recognizes it’s central importance in getting the B2B startup marketing effort off the ground. After all, its just a corporate blog, and who reads corporate blogs right? Wrong! Perhaps it’s the terminology that is getting in the way. Your corporate blog should a) not be corporate and b) not be a blog, as in a Web log of what’s going on at your company. What it should be is a publishing platform for creating engaging, valuable and deep content for the new breed of B2B buyer by following the Top Ten Be’s of the Best B2B Blogs. But, that’s just the beginning. A successful blog should provide enormous leverage to your B2B startup marketing effort and enable you to generate leads faster, cheaper and more effectively.
Creativity is a process, not a plan. Turning technical, complex, dry B2B marketing content into something interesting, engaging and compelling doesn’t just happen because you set a date to complete a new video or whitepaper. You need time to think it over. Free your creative juices. Then, hone your ideas into something really cool. In the meantime, you can blog.
Your B2B startup marketing blog should be a crucible of creativity. You can try out your ideas piecemeal, one post at a time, until they converge into that fantastic whitepaper, webinar or video series. Regular readers of Chaotic Flow (thank you!) will recognize that this is an integral aspect of how I develop this blog.The Top Ten Do’s and Don’ts of SaaS Success didn’t just spring into my mind all at once: one, two three…ten. They are a result of ideas I played out one post at a time. This is the case for all the whitepapers you see over on the right. Most often, I will outline a series of blog posts with the intent that if they turn out good enough, I can quickly and easily reshape them into a whitepaper.
On the Web, the medium is quite literally the message. As you hone your great ideas one post at a time on your B2B startup marketing blog, you immediately open online channels for demand generation. Instead of waiting three months for results as you write and rewrite that magnum opus whitepaper or produce that expensive viral video, you can be generating leads today through SEO and social media with the half-baked ideas on your B2B startup marketing blog. And leads, today not tomorrow, are uniformly the number one priority of every B2B startup marketing plan. You have to master some technical online marketing tricks to do this, but they are not difficult. Just start every blog post with a keyword in mind, and SEO as you write. Then, make sure to spread your posts through RSS, LinkedIn, Twitter, etc., building back links along the way. That’s about all there is to it. Really.
Don’t let your blog hang off the side of your website. If you follow the two tips above to leverage your B2B startup marketing blog as a publishing platform, then you should have lot’s of great stuff you want your prospects and customers to read. You can re-purpose your blog content into presentations, brochures, videos, and whitepapers, but you can also use it pretty much as is throughout your website, marketing campaigns and newsletters. In fact, the RSS feed from your B2B startup marketing blog can be used to accomplish this automatically as you publish new content.
If you treat your B2B startup marketing blog as a corporate blog, your prospects will probably ignore it, so you probably won’t be thinking about lead capture. However, if you follow the Top Ten Be’s of the Best B2B Blogs and you buy into the publishing platform recipe above, then your prospects will be flocking to your B2B startup marketing blog in droves. You should be thinking about lead capture. Be sure to encourage your readers to subscribe to your RSS feed, follow you on Twitter, and wherever else you publish your blog content. That will keep them coming back to read and engage, if not yet to buy. If you have a free trial, make sure your readers know it. And, there is no harm in mixing the occasional product announcement or highlight into your otherwise unbiased, useful, engaging blog posts. You’ve worked hard to make your B2B startup marketing blog useful for your prospects; make sure you capture your leads.
Posted by Rebecca Corliss
Fri, Sep 23, 2011 @ 04:00 PM
HubSpot customers are leaders in inbound marketing, but in 2011, which strategies were most effective for converting visitors and leads?
The 2011 HubSpot ROI Study, conducted by two MBA students from MIT and Babson, found that 69% of businesses surveyed attributed their lead generation success to blogging. The study also found that 75% of businesses believed SEO was a primary factor. Social media came in third with 47%, just a hair shy of triple that of paid search.
If blogging is not yet a key factor in your marketing strategy, it may be time to clean out the closet and evaluate how your other marketing channels are helping you reach your marketing goals -- or not. Whatever channel or strategy is performing the worst, commit to putting it aside for five months to give yourself some time to start a blog.
Afraid you don't have the chops for blogging? Write down three questions that your customers have asked you in the past month or so. Then answer one of those questions aloud to a friend or colleague who doesn't know the topic well. After you've successfully verbally communicated your answer to your friend, run to a computer and draft out your answer in written form. If done right, blogging will also help you dramatically improve your search engine optimization, which also proves to be a key lead generating factor for businesses. So get to it, and start blogging. You can do it!
Did this data surprise you? Does the data reflect your own marketing results?
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/25785/69-of-Businesses-Attribute-Blogging-to-Increased-Leads-Data.aspx#ixzz1yysIHu34
Posted by Janet Aronica
Mon, Sep 19, 2011 @ 03:15 PM
This is an excerpt from our new ebook – 100 Content Ideas for Community Managers. For tips like these for Twitter and Facebook, download the eBook here.
Creating consistent and helpful blog content is a great way to build community and trust around your brand for your prospects. It's how you draw the right potential customers to your website. But cranking out daily content is challenging. How can you keep the blog post ideas flowing? How can you keep the content fresh and prevent yourself from re-hashing the same old thing.
Here’s a brainstorm of some ideas to get you started, or just keep you going.
Multi-media and Visuals
1. Do a screencast with Screenr of your product and share it on your blog.
2. Show a step-by-step guide on how to do something in a screencast, how-to video, or show the steps in a series of photos.
3. Create a music video for your company and post it on the blog.
4. Share a cartoon or create an original one.
How-to’s and Tips
5. Write a how-to article. Give instructions with screenshots or photos on the steps someone needs to take to do something.
6. Point out common mistakes in your industry and offer solutions on how to fix or avoid them.
7. Offer a list of benefits for doing something.
8. Share a list of some things to avoid.
9. Relate your how-to content to a current event or a celebrity. Example: “5 _____ Lessons from Lady Gaga” or “What the Election Teaches Us About ____”
Use Existing Content
10. Take the contrarian position – Find someone else’s article that you agree or disagree with. Introduce your blog post with what you specifically agree or disagree with it, and support your argument with a few concise points.
11. Do a weekly or daily links-roundup of relevant news for your community.
12. Find tips in other content, create a list of those tips and give links to those articles as the sources.
13. Share an excerpt from an ebook or white paper with a call to action to download it for the rest of the information.
14. Share an excerpt from an upcoming webinar with a call to action to get the rest of the content in the webinar.
15. Share your slides from a recent presentation.
16. Share conference takeaways.
17. Do a round-up of last year’s/last month’s/last week’s most popular posts.
18. Re-interpret existing content: Collect the top motivational YouTube videos for your audience, top ebooks, top webinars or infographics.
Incorporate Other Platforms
19. Create a Slideshare presentation of new statistics related to your space and share that in a blog post. Tag the Slideshare presentation with relevant keywords for your company to leverage SEO benefits of the platform.
20. Ask a question on Twitter and share the results with a Storify embed.
21. Collect Tweets from a webinar or conference hashtag, show them off with Storify and offer your own takeaways in the blog post.
22. Respond to industry research with your own perspective. Offer a fresh angle to spark conversation.
23. Do a survey with Survey Monkey among your community members and create an infographic based on the results.
24. Do a poll of your Twitter community with a Twtpoll or your Facebook community with a Facebook Question and post the results on your blog.
25. Do an in-depth case study about one company, or offer a few examples of how other companies do something successfully.
26. Record an interview with an expert in your field and post it to your blog.
27. Get experts to offer a tip and do a round-up of their recommendations.
28. Feature guest posts from industry experts.
29. Publish responses to frequently asked questions about your industry.
30. Create a list of trends to watch.
31. Compare and contrast: Different products, different approaches, different companies, different people, different places, etc.
32. Do a review of other non-competitive products or services that your community cares about.
33. Be a journalist: Be the first in your space to offer industry takeaways about breaking news.
34. Explain what a current event or topic in the news means for your industry or community. Example: “What ____ Means for ____.” “Why _____ Matters for _____.”
35. De-bunk common myths.
Make it About Your Community
36. Interview your favorite customer.
36. Post a Flickr slideshow of pictures from a recent event.
37. Run a contest and give away something relevant to your community.
38. Ask for guest posts from community members.
39. If you have company news to share, talk about it in a way that makes it about the reader. Example: If someone gets promoted, talk about how why were successful. Inspire your audience.
40. Publish a post relevant to the current season or holiday.
41. Outline the top practical use cases for your product, service etc.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/23973/41-Fresh-Blog-Post-Ideas-For-Your-Company-Blog.aspx#ixzz1yysnWZsQ
Posted by Corey Eridon
Wed, Jan 18, 2012 @ 10:15 AM
We hear it all the time: "I know blogging is important, but..." "But I don't have any time." "But I can't write." But, but, but. Well luckily, every business blogging challenge we've heard has a solution that you can implement immediately if you truly want to keep that New Year's blogging resolution. Take a look at the most common objections we hear to starting or maintaining a regular blogging regiment, and learn how you can overcome those impediments to become a business blogging rock star.
First of all, make sure your blog resides on a subdomain or subdirectory of your website. For example, blog.hubspot.com or hubspot.com/blog. It would be a bad idea for us to publish our blog on a different domain, like hubspotblog.com, because our website would not reap any SEO credit.
Now that we have that out of the way, let's talk about the layout of your blog. It doesn't have to be complicated! There are a few components you should include, though. First, you ought to have social follow and sharing buttons as part of every blog post. If you don't know the difference between the two types or how to include them on your blog, check out our guide to creating social sharing and follow buttons. You'll also want to include post previews, categorization by subject matter so readers can easily find more information about the subject matters that interest them, and calls-to-action so you can convert blog readers into leads. There are many other things you can include on your blog, but if you start with the basics we've mentioned here, you'll be off to a great start.
Not being able to find the time to blog is a very common problem. Lessen the burden by asking your CMO if you may require employees to contribute a certain number of posts per month. This is something HubSpot has implemented with great success; it also offers multiple perspectives in your content, letting different areas of expertise shine through and benefit your readers. You can also lighten the load by reaching out to guest contributors, which also gives you the opportunity to benefit from their reach and possibly get a valuable inbound link.
But to find time for you to blog (and ensure your employees keep up their end of the bargain) it's wise to work off of deadlines. Staring at a blank page can be intimidating and often results in wasted hours or, worse, no blog post at all. Set and enforce reasonable deadlines for blog submissions so both you and your employees stay accountable.
Finally, check out some of our tips on how to blog faster. If you're committed to business blogging, you will have to sacrifice some time in your day to make it happen; them's the breaks. But it can be a much less timely endeavor if you follow some of these suggestions for faster blogging.
When drafting this post, I reached out to my Twitter community to ask them their most common question. Kate Brodock responded immediately with a very common struggle -- lack of good topics -- and a great solution. Go to your RSS and read your industry's news. You might find a timely topic about which you should report -- for which Google and by extension your SEO manager will love you -- or you'll simply get inspiration by reading all of the things happening in your industry.
You can also take a trip to visit your sales team to ask them some of the common questions they are receiving from prospects. These can provide great fodder for blog posts because of the potential for creating evergreen content, not to mention that if everyone's having an issue, you certainly want to be the one to provide a valuable answer!
You'll probably find that some days you're teeming with great content ideas, and other days the well has run dry. On the days when your creativity spikes, document your topic ideas in an editorial calendar to which you can refer on those days when you're suffering writer's block. Or simply consult our list of 100 blog content ideas that can help get you out of a blogging rut.
Not everyone is a natural writer. But many of the things that typically trip up employees when they're asked to blog is not a writing inability; it's hang-ups that plague them from either the depths of their subconscious, or possibly high school English class. Make sure you and anyone else who is worried about being a "bad writer" knows that blogging has a totally different set of rules. To be a great blogger, all you have to do is write about what you know in a way that's natural to you. Don't get caught up in fancy language; frankly, it makes your blog less engaging, anyway. I always tell people to write like they speak, and not worry about length. When you've said what you want to say, you're done, and you can move on!
And don't forget that people love visual content. Consider shooting a quick how-to video, or if you're graphically inclined, doodle a humorous cartoon that comments on your industry. You can even curate a list or publish excerpts from some of the long-form content (e.g. ebooks, whitepapers) you've already written. If you're having trouble stringing sentences together, leverage your other talents and assets to keep your blog fed.
If you're really not up for the task of writing, there's always the option to hire a freelance writer. But if you've ever tried or talked to someone who has, you may be scared away from the experience because of unreliable or under-qualified writers. To ensure you're working with a great writer, treat them like another employee of your company. Talk to them on the phone, ask them about their expertise in your industry, ask for several writing samples that pertain to the topics you discuss on your blog. If you treat this relationship like one between an employee and employer, you'll find a more reliable freelance writer that understands your industry.
That also means, however, that you may have to pay a little bit more to get the quality you need. This is particularly true for those in a complex industry. Invest the money and time up front to train your freelance writer to ensure they understand your business model, industry, and blog objectives; once you are both on the same page, you'll be able to pull back and know that you've put your blog content into safe, reliable hands.
You're putting time and effort into creating remarkable blog content, consistently, and then nobody reads it. That's a huge bummer. If you're creating valuable, helpful content on a regular basis, there are a couple of things you can do to get your blog more visibility.
First, put a link to your blog on your homepage and in your navigation so it can be easily accessed from anywhere on your website. Follow this logic by also including it on each of your social media accounts, all of which provide the option to include at least one outbound link in your profile information. And speaking of social media, are you sharing your blog content on all of these social networks? If not, get started. Social media and blogging are inextricably tied. By tweeting and posting your blog content, you will grow your social reach, and by growing your social reach, you will get more visitors to your blog.
Finally, consider that one of the most common ways people find information is through organic search. Your blog posts should all be optimized for relevant keyword phrases, particularly the less competitive long-tail keyword phrases. As you create more and more keyword optimized content, you'll be found more frequently in search engines and receive a big boost in blog visitors from organic search traffic.
A lot of people have anecdotally accepted that business blogging is important for marketing success. But they don't believe it enough to start doing it. Is your boss one of those people? Are you one of those people? Consider these data points about companies who blog: they enjoy 55% more website visitors, 97% more inbound links, have a 62% cheaper cost per lead, and 57% of them have acquired a customer through their company blog.
Once you get started, showing the ROI from a consistently updated business blog will be cake. Generate monthly reports that show how much traffic your blog has driven, how many times your content is shared in social media and how much your social reach has grown, how many inbound links you've received, and how many leads you've received from calls-to-action on your blog posts. Presenting your boss with indisputable data that proves the ROI of your blog is the best way to ensure it sticks around as part of your inbound marketing strategy.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30896/How-to-Overcome-the-7-Most-Crippling-Blogging-Challenges.aspx#ixzz1yywPytUo
Posted by Paul Rios
Thu, Dec 29, 2011 @ 10:30 AM
You're an inbound marketing convert. You believe in the importance of creating relevant and interesting content for your prospects to consume. You've been reading up on search engine optimization, and have started applying the best practices to your website. You even opened up a company Facebook page and Twitter account, though your venture into Google+ is still tenuous. All of that has been pretty easy to integrate into your day to day marketing responsibilities, but there's one thing you really want to make more time for: blogging.
There's just one problem. Writing blog content on a regular basis requires time that you just don't have. To get the time, you'll have to lobby your boss for more resources, and that means convincing your boss that blogging is actually worth your time, your effort, and his money. So how do you go about doing that? This blog post (how meta is that?) will give you the facts, research, and know-how to explain the benefits of business blogging to a tentative boss and debunk many of the common myths inbound marketing professionals are frequently faced with during these difficult conversations.
Nothing like some cold, hard data to prove a point. How does this sound?
Bet you got your boss' attention now, eh? You can find more statistics to impress your boss and make your point in this compilation of 100 interesting inbound marketing data points.
Whenever you put anything out on the internet, you open yourself up to negative comments. You can't let that stop you from creating a meaningful internet presence. That being said, blog comments are not only far less frequent than they were even just a few years ago, but the importance with which they are regarded has also decreased. If you're operating your business on the up and up and your content is honest and genuine, you have little to fear in terms of commenter backlash.
And just as with any reputation management issue you're confronted with in business, if you face it head on and operate as a compassionate human being instead of a faceless corporation, you have the opportunity to turn those naysayers into your biggest fans.
To determine how much time you'll need to dedicate to your blog, you have to take a look at the competition. Are your organic competitors blogging twice a week? Multiple times a day? Not at all? To outperform them with your inbound marketing, you need to also outperform them with blogging.
Once you've determined the frequency, you'll know how much support you need. Can you handle this yourself? Or do you need a new hire dedicated exclusively to blogging? Many organizations, including HubSpot, require specific employees to contribute a minimum number of blog posts a month. This solution helps feed your blog with quality content, provides more than one voice for a valuable mix of perspectives, and doesn't put undue burden on any one member of your organization.
Blogging doesn't come naturally to everyone, but the barrier to entry is very low. Think of it this way. If you're in sales, you can answer questions about your products and services, right? If you're in marketing, you can write copy that positions your company correctly, right? If you're a C-level exec, you sure didn't get to that position without knowing a thing or two about your industry, right? You have the knowledge you need to blog, you just need to learn the best practices that make up a great blog post. Luckily, those best practices are not only simple, but we've already written them all down for you.
The best blogs aren't long, complex, and full of stuffy language and industry jargon. They're succinct, specific, and engaging. As long as your topic is helpful, you can write just like you talk -- and your prospects will love it. Oh, we also came up with 100 content ideas to make it even easier for you to get started.
Yes, yes, yes. Not only is blogging one of the most important means of achieving SEO greatness, it will be extremely difficult to see consistent and meaningful SEO improvements without blogging. One of the most important ways a search engine knows to return your website in search results is based on the quality of your content and the frequency at which you publish it. Blogging is a simple, low-cost solution to this. Blogging also makes it far more likely that your content will be shared on social media networks and receive inbound links from other websites, two more crucial aspects that boost your SEO street cred.
Speaking of social media, you can (and should) add social media share and follow buttons to every blog post you write. If you don't know how to create these buttons, here's a cheat sheet that will tell you everything you need to know. Your blog content will not only help you get more followers on your social media networks, but your social media networks will help you get more blog readers. Blogging and social media are two peas in a pod; as your reach expands on one, so it does on the other.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30278/Everything-You-Need-to-Sell-Your-Boss-on-Business-Blogging.aspx#ixzz1yyxGDOoO
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