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Posts Tagged ‘blog marketing how to guide’

Blog Marketing How-To Guide – Lesson 5 – Creating Your Reputation

If you’ve read the previous lessons in the Blog Marketing How-To Guide, then you’ve already set up your blog and your other branded online destinations and interlinked them to surround consumers with your content.  Next, you need to begin creating shareworthy content to begin creating your reputation as an expert and the go-to-person for information, discussion, and questions related to your blog’s topic.

Creating your online reputation can’t be done from a silo.  In other words, you have to branch out across the social web and get involved in the ongoing conversation.  Imagine you’re at a crowded party or business networking event.  If you stand off in the shadows or alone in a corner, you won’t make the connections you need to advance your social life or career.  Instead, you need to dive into the conversation, introduce yourself, and add value.  The same rule applies to creating your online reputation. Read More

Categories: Marketing
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Blog Marketing How-To Guide – Lesson 3 – Positioning Your Blog

There is a reason why niche blogging is such a hot topic.  I include an entire minibook about niche blogging in my book, Blogging All-in-One For Dummies, because it’s a topic that bloggers hear all the time but don’t fully understand.

The Internet is a very cluttered place, but you can stand out from all that clutter by establishing your niche and offering amazing, shareworthy content and conversations related to that niche on your blog.  In simplest terms, a niche is a very specific area of focus. Believe it or not, the concept of using very focused blogging to give yourself an edge against the competition is not a new one.  In fact, there is an entire area of marketing and branding that is dedicated to this very concept.  It’s called brand positioning and by establishing your niche in the blogosphere, you’re positioning your blog brand against all the other sites and information available online.

Branding theory teaches marketers that a highly focused brand is more powerful than a broad brand.  The same is true for your blog.  The more focused it is, the easier it is for you to carve out your niche in the crowded online space and become the go-to person for your blog’s specific topic.

In other words, by choosing your focused niche, you can position your blog as different from others and offering some form of added value that other blogs are not delivering.  For example, if you write a blog about gadgets, are you writing about every kind of gadget known to man?  If so, you have a lot of big, popular sites to compete with.  However, if you narrow your focus and contract your brand to position your blog as the source for information and commentary about iPhone apps or another more specific topic than the generic gadgets topic, you’ll be better able to compete in the online space and set your blog apart from all the other blogs and websites out there, particularly those with deeper pockets and more manpower.

The key is defining your niche and patiently and persistently establishing your position in that niche so there is no confusion among the online audience about your blog’s purpose and what they can expect to find there.  A key part of building a brand is meeting consumers’ expectations for that brand with every branded experience or interaction.  That rule applies to your blog just as much as it does for any other brand in the world.  Create those expectations and then deliver on them consistently to build loyalty and your own band of brand advocates across the Web.

Up next in the Blog Marketing How-To Guide – Linking Your Branded Online Destinations.  Stay tuned!

Read previous lessons in the Blog Marketing How-to Guide:

Categories: Blogging Tips, Marketing
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Blog Marketing How-To Guide – Lesson 2 – Branded Destinations

In Lesson 1 of the Blog Marketing How-To Guide, you learned what marketing is and why it should matter to you as a blogger.  Lesson 2 teaches you how to get started with building an online presence and developing a brand that can benefit you in the long-term and help you reach your blogging goals.

One of the most important common features among powerful brands is their focus on creating branded experiences that surround consumers with opportunities to self-select how they want to experience that brand.  You can do that with your own brand online thanks to the many tools of the social web.  The trick is creating a core branded destination to act as the central hub for all of your activities.  In other words, your goal in all of your social media activities should always be to gently nudge your audience back to your central hub.  Think of it this way:

All roads lead back to your core branded destination.

I talk about this extensively in my upcoming book, 30-Minute Social Media Marketing.  In fact, the graphic shown below is taken from that book and gives you an idea of how a business (and if you’re using your blog to either make money or grow your company or career, then that blog is a business venture) could set up its own core branded destination in the form of a blog with all other branded destinations leading back to that central hub.

While your conversations and content across the social web might vary (and it should in order to effectively communicate with different segments of your audience who are likely to want to hear very different messages from you), your audience should be able to easily find your core branded destination where they can discover all of the additional information about you that they might want.

In other words, don’t re-tell your story everywhere and anywhere.  Instead, tell a snippet through your content and conversations on other sites (including your own secondary branded destinations), but always make it easy for the audience to travel over to your core branded destination.  This allows you not only to build more meaningful relationships with audience members, but it also allows you to have more control over conversations.

Building relationships with your audience is essential to blogging success.  Relationship brands are the most powerful brands in the world, because when people feel connected to a brand emotionally, they will vocally advocate it and defend it, which gives you an amazing amount of word-of-mouth marketing for your brand, blog and other branded destinations.

In other words, an integrated marketing and branding strategy is critical if you want to grow over the long-term.  Don’t allow your audience to get confused.  Instead, allow them to create expectations for you and your brand through consistent communications and an easy path to your core branded destination where the party can really get started!

Keep in mind, your core branded destination doesn’t have to be your blog (although for most bloggers it will be).  It’s up to you to choose which of your online profiles or destinations you want to set up as your central hub.  Just remember, that core branded destination should be the place online where you can tell your complete story, continually add value to the online conversation, build relationships, and share your messages.

Stay tuned for Lesson 3 in the Blog Marketing How-To Guide Where I’ll talk about positioning your blog against all of the other online destinations that people can choose to visit each day.

Categories: Marketing
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Blog Marketing How-To Guide – Lesson 1 – What is Marketing?

I’ve been asked to write some posts about marketing for BloggingPro, and I am very happy to talk about two subjects I am very passionate about — marketing and blogging.  I have a degree in marketing and spent the first decade of my career directing marketing programs for some of the largest companies in the world.  Those companies trusted me with multimillion dollar budgets, so I feel confident in my marketing knowledge, skills and experience.

After leaving Corporate America, I began working for myself.  Today, I own a successful marketing communications company, and I’m in the process of writing my eighth book about marketing/branding and social media — Content Marketing for Dummies.  My blogging experience is varied and includes writing for well-known online publishers as well as my own blogs. Many of these experiences are mentioned in my new book coming out in November 2010, 30-Minute Social Media Marketing.  If you’re curious, you can check out all of my books on Amazon. Read More

Categories: General
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