CONTENT MARKETING PLAYBOOK
The Tp Ten
DELoiTTE DEBaTEsCoNDiTioNED aiR’s HoME CoMfoRT BLog
Remember “Point/Counterpoint”on 60 Minutes? Deloitte’s takena lesson rom one o networktelevision’s most successul“news magazine” programs byposting weekly debates, pro andcon, on hot business and nanceissues. Instead o the sameold, same old Deloitte Debatesprovide lively and thoughtuldiscussions. (Kudos to EricaDipyatic rom Deloitte or therecommendation.)Who says that servicecontractors don’t blog? Well,Conditioned Air rom Naples,Florida, rejects all that hot air.Their Home Comort blog hasbecome the center o theironline strategy. Conditioned Airocuses on solving problems thattheir customers have with theirheating and air conditioning,attracting customers andprospects through searchengines and through socialmedia tools, such as Twitter andFacebook.
Whether you are an experienced or beginner blogger,here are
you can’t orget!
Wht t :
Shorthand or “Weblog,” the blog oers an easy way to present brie chunkso requently rereshed Web content. Backed with easy-to-use technologiesor syndication (e.g. RSS), comments and trackbacks, blogs are oten the blaz-ing centers o social media solar systems that can incorporate sophisticatedSEO strategies and community-building campaigns.
3 ke pl pnt:
Encourage conversations: even “bad” comments can be an opportunityor developing good customer relations.
Be a good netizen: participate on other blogs as well as your own.Develop a Top 15 hit list where you need to be “hanging out.”
Loosen up. Authenticity trumps perection when connecting with readers.
sure, we’re bln – but d we rell beleve n t?
B2B Content Marketing
report, blogging was the 6th most popularcontent choice, behind social media, articles, in-person events, enewslettersand case studies. But o even greater interest is the report’s discovery o a“condence gap”: only 40% o their respondents rated blogs as eective,while a considerable 60% said it was “less eective/ineective.”
In a crowded marketplace, you can’t overcome noise by simply adding more noise. Think careully: how can your blog bring something resh to the conversation, something your audience will want to hear?