Content Marketing

Blog
Learning objectives
Pre-requisite for student: Basics in marketing is recommended.

The student is able to/understands

• The benefits of blog post
• Good practices in a blog post
• Requirements for a good blog post title
• Blog post categorisation
• Useful tools
• Blog post metrics
 • What is blog post?
• The benefits of blog post
• What are the main rules in the blog content
creation?
• Good practices in a post
• Requirements for a good title
• Blog content types
Topics • How AIDA methodology helps with the blog
content creation?
• Useful tools
• How to get traffic and promote your blog
• Metrics

• Pro-tips and useful reading

• Assignments
 What is a blog post?
A blog post is any article, news piece, or guide
that's published in the blog section of a website. A
blog post typically covers a specific topic or query,
is educational in nature, ranges from 600 to 2,000+
words, and contains other media types such as
images, videos, infographics, and interactive
charts.
- Hubspot
One above all -
BLOG
BENEFITS
• Preferred by Google
• Blogs have the longest lifespan of web content
• a good format for providing help and advice
• Great for sales: providing information that
promotes purchasing decisions on a voluntary
basis
• Findablity in Google searches is crucial – don’t
forget SEO!
• Always a conversion objective – the visitor needs
to be steered forward along customer journey
Be Customer Centric
Relevant content that helps people solve their problems, satisfy their
needs or wants

• 80% of the content must be

related to topics of interest
to customers
• Only 20% should be branded
publications
 Good practices in a post
1/4 Before You Start

Who are you writing to? What is your objective? What is the conversion Commit to regular,
What is your persona’s you aim for? frequent posting. Like
pain point, in which in SEO, results can only
your blog post should be achieved by
Buyer persona help? And how? Conversion = an action consistent blogging.
you desire your reader to
take having read your
post. Conversion takes
him/her along the buyer’s
journey to the next step –
towards the final decision
(~purchase)
Know your audience!
Before drafting content, ask yourself these questions:
● Who is my primary audience?
● What about a secondary audience who can influence and inform my
primary audience?
● How will they find my site online?
● Audiences find web content through many different paths—social media
sharing, links from other websites, email sharing, and search engine
results.

Think of your audience again: what search terms would they type into Google?

Make sure to include those terms in

headlines and sub-headers, use
your keyphrase in them.
2/4 Enough Words + Other On-Page Optimization
• A blog post needs to be long enough, at least 300 words. Why? Shorter than 300 words are considered too
light to be able to bring value to reader (by Google)
• But remember: quality over quantity! If your content doesn’t add value to your readers, or if it’s of inferior
quality, it will not rank high in search engine results

Remember other SEO requirements, too:

• What are your keywords? =
which keywords you want to be found with?
• Ideal number of keywords: 5
Use both long and short tail keywords
• Include your keywords in your
✔ Title
✔ Title tag
✔ Meta description
✔ Content
✔ Images (alt txt, image title)
✔ Url
2/4 On-Page Optimization
• Links: both internal and external
• Social media buttons help immediate sharing
• Headings
• H1 the main heading (Headline)
• H2 subheading
• H3 ”sub” subheading

”Interesting content, which

addresses to reader’s needs
and interests, is the best
search engine optimization.”

Hanna Isohanni-Nikula, Advance

B2B
Keywords: it is a question of the persona in which she performs a search
based on words. These are important terms for the brand and that lead the reader to
the brand and its products.
• SHORT TAIL
• ## More generic;
• ## High search volume;
• ## High competitiveness;
• ## Less chance of conversion.
• LONG TAIL
• ## Specific;
• ## Lower search volume;
• ## Lower competitiveness;
• ## Greater chance of conversion.
• URL of post
In-class activation
• in pairs or one at a time, go online and
search for the keyword rules of the page you
want. What rules have been included?
3/4 Call to Action
Call to Action = CTA
• CTA is used to guide your reader along the customer journey to the next stage. Ie. to take
the desired action, ie. to convert.
• Make it explicit, easy to find
• Do not place it in the very end of the text only, but in 1-2 visible places of the page
What should it be like?
• Depends on your buyer persona, customer
journey stage and your content
In-class activation
• in pairs or individually, go online and search
for CTA’s. What do you think is good?
4/4 Make It Reader Friendly (=Google Friendly)
• Headline / Title
✔ The most important function of the title is to SELL the blog post to a reader. Keep it as short as possible. Include keyword(s)!
• Lead paragraph / Introduction section
✔ The first paragraph of the post. It should tease about the content, attract the reader to keep on reading. For example: ”In this post blog
post I’ll give you five tips of how to…”
✔ Don’t make it too long – 2-3 lines is enough
• Subheadings
✔ Long and heavy text mass is a turn off, subheadings are eye catchers
• Avoid long sentences. Rather full stop than comma.
• Remember your own voice, your point of view. Stories and personal touch work.
• Images!
✔ Human eye scans images first. They are eye catchers.
✔ Remember source. There are many free photo libraries, but source needs to be marked. (a tip: Unsplash)
• Grammar
✔ No one wants to read text filled with spelling and grammar mistakes
• Title of post (needs to be attractive - catch attention)

• First thing people see, so it should clearly state what the article is about
• Clarity and specificity attract readers and encourage them to share the article with
their circles.

• Well-written and formatted text

• Important for readability

• Short paragraphs
• Consider using headings and tags to signal section breaks
Writing form
Use short sentences and paragraphs;
• Use intertitles: eye-catching and showing benefits to the reader
• Using images, videos and other media;
• Bold important passages and words;
• Make lists: bullet points and numbering.

Conclusion of the post

• Do not give new arguments;
• close the ideas of post;
• Summarize the solution presented;
• Incite the reader to something more (call-to-action)
Length of the post: tips
•
up to 500 words
•
High volume of posting
•
Very specific keywords
•
More direct questions
•
Basic contents
•
Low volume search and low competition
•
up to 1000 words
•
Contents a little more comprehensive and detailed
•
Keywords that would look too shallow at 500 words
•
2000 words or more
•
Very complete and detailed contents
•
Complete guides, large lists,…
•
Very competitive keywords with high volume of searches
• Relevant multimedia content

• To make an article memorable and fun to read

• It also helps break up as text, making the article more pleasing to the eye.

• Dynamic presentations, video and infographics are multimedia content to consider

• consistency with others posts or other means

• Utilization of hashtags

• Use of categories
In-class activation
• in pairs or individually, go online and check
the first website in SERP, related with
keywords: healthy coffee

Discuss why this website is on the first place?

Requirements for a good title

Title of any blog post or

page is equally important as
the content of the post.
Requirements for a good title
Clarity
• Avoid terms that are too far-fetched to attract attention
• The more understandable the headline, the greater the chances that the reader will
connect with it.

Specificity
• What exactly is your text about?
• Use the article's keywords, using creative writing to make that term an invitation to read
the whole thing
Requirements for a good title
Precision
• In the text write only what is relevant

• In the title, this care must be redoubled, since it is necessary to capture the reader's
attention in a few seconds.

• Writing is the art of cutting words

• Look for short and interesting synonyms for big words, when applicable
Requirements for a good title

Persuasion
• Try to be suggestive in the title, leave a blank space that will only be filled by reading
the text

• Use short verbs that prompt an action

• Asking open-ended questions, putting yourself in the reader’s shoes: using the “how”
or “why”
Requirements for a good title
Title example:
The 103 best free image banks you need to know

Let's analyze the elements:

• The number 103 attracts the attention of my readers;
• Best generates an interest in knowing the best image banks;
• free image banks generates a desire in my reader to get good images for free;
• Need to know encourages reading.
Requirements for a good title
Title example:
Yoast SEO: plugin tutorial that will make your text perfect in the eyes of Google

Let's analyze the elements:

• Yoast SEO: quickly catches the attention of my readers who are looking for it
• Plugin Tutorial: arouses interest to learn how to use the plugin
• It will make your text perfect in the eyes of Google: promise that generates a great
desire (who doesn't want to have a text that pleases the search engine?
 Please find more useful tips on titles in the
end of the slide set. See ”Pro-tips and useful
reading”
Blog Content Types
• Articles based on studies and data
• Book reviews
• Indication of products and/or applications
• Roadmaps of other content or market trends
• Interviews with other professionals
• Step by step tutorials
• Opinion articles on a particular topic
• Articles with lists
Tip! Read further about
different kinds of post
in the end of the slide
set. See ”Pro-tips and
useful reading”, s. 44
onwards.
Content creation using the AIDA methodology
Content creation using
the AIDA methodology
• The AIDA methodology makes the message customer-centric

• If the user perceives the value of the content, he will feel compelled to
contribute by responding to the requested action.

• Publication must consist of several parts

• A – Draw Attention (10% of the message)
• I – Create Interest (60% of the message)
• D – Awake Desire (20% of the message)
• A – Lead to Action (10% of the message)
Content creation using the AIDA methodology
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Useful Tools
Buzzsumo
It is not always easy to find topics to write new posts for the blog. This is one of the
biggest headaches of the bloggers. The platform helps to solve this task.
Just type in the search engine a term related to the blog. Hundreds of blog results are
immediately returned, organized according to their popularity on social networks.

Crazy Egg, Hotjar

People are entering post. But are they reading it? with the tool CrazyEgg you can
generate heat maps that let you know if people are doing scroll on the page and
reading the article to the end.
It is also an excellent resource for those who want to test banners or operate color
changes on the blog.
Emails
Emails continue to bring a lot of traffic to blogs. This technique should not be devalued for what
they say about SPAM. Just carefully outline the sequence of emails you want to send to your
followers and make sure they are timely topics. Note! The best opening and click rates are
obtained, when a reader subscribes to your newsletter. (in many countries it is forbidden to send
btoc emails without receiver’s permission)
Tools like the Aweber, E-goi and the MailChimp they also detect flaws that can be improved, in
order to increase the Opening Rate.

GoogleAnalytics
Indispensable tool for any blog or website. Through this free service from Google, you can check
how your page is performing and get to know your target audience better.
The daily analysis of the reports generated by this tool is essential in order to have a real
perception of the growth of the blog or website.
HelloPub
Regardless of the niche market, all websites have specific goals, whether they are converting into
cash, downloading a lead magnet or clicking on a specific link.
To help you understand whether or not your goals are being achieved, you can use the HelloPub.
The trial version allows you to install a bar on the screen that keeps you constantly updated on
how your blog is performing.

Open Site Explorer

This software organizes all URLs of a certain domain, associating the external links (back links)
that are pointing to it.
It is easy to see what kind of posts bring new visitors, and then you should bet on more of this
genre.
Quick sprout
Excellent tool that evaluates the performance of the blog and allows you to make comparisons with 3
competitors.

One of the features unknown to most is to understand, through the “Social Media” tab, which posts of the
competition that are becoming more successful in social networks. From this data, you can get some ideas
about what to do in the future.

W3 Total Cache
Simple tool that promises to improve blog speed.

With this tool, just add a few lines of code and, in half a dozen clicks, the blog will perform better.
Tools
Yet Another Related Posts Plugin (YARPP)
Display posts related is a great way to decrease the abandonment rate of pages by giving
the reader options for similar content.

Most of the themes WordPress do not have the ability to posts related. Others use
their own system, but with very shallow criteria to associate the posts and end up
appearing content that is actually not relevant. There are few themes that do this
efficiently.

YARPP is a relationship plugin that finds posts peers to make recommendations. It has a
great system templates, which makes it easy to adapt to the theme used in the blog.
 Build a profitable business around your content
and turn your blog into a revenue-generating
asset

13x
Content marketers who blog are13x
more
likely to see positive ROI

HUBSPOT
How to get traffic and promote your blog
• Motivate to subscribe to blog content in email Create landing page

• Write more and more Deepen topics with greater adherence

• Share on social networks and by email Share each new blog post across your social
media networks and by email.

• Routine publication schedule Start with knowing your audience and plan a valuable
content for them

• Invite readers to leave a comment Then respond and let them know you’re engaged.

• Collaborate and write guest posts When others write for your blog, you add more content
that you didn’t have to write yourself. As a bonus, those contributors will also share with their
networks
Metrics
• Visitors
• Unique visitors
• Length of stay
• Frequency of publication
• Number of views per post
• Posts viewed per session
• Percentage of organic traffic
• Bounce rate (single page session on your site)
• Shares on social networks (social share)
• Comments
• External links to the blog
• ROI
Assignments
Individual Assignment
Objective: Understand and practice what makes up a good blog post. Even if you
don't write blog posts as a “grown up”, but give the job to writing professionals, it's good
for you as a buyer to know what to expect from a blog post

Assignment: Write a blog post for your business, keeping in mind the instructions
described above "Elements of a good blog post", as well as the rest learned in this class.
(A CTA doesn't have to be really clickable.)

Choose a company you want to write a blogpost for. Tell us in a separate document:

The buyer persona that the blog post is aimed at. Remember the comprehensive buyer
persona description.

Which goals do you set for your blog post: a) what pain point and in what ways a blog
post should help b) which conversion you are aiming for; c) What are your KPIs d) which
SEO activities you have taken into account in your text N.B! The documentary doesn't
have to be an essay, but rather a bullet point-type doc where things are listed succinctly.
Individual Assignment
Fail: Late return. The writing is too short, SEO is ignored. The buyer persona is not told, there are plenty of
grammatical errors in the text. It turns out that the text or part of it is plagiarized.

Pass: The writing is at least 300 words long, and content matches the title. SEO has been taken into account
at least to some extent. The text is enriched with images. The description of the buyer persona is satisfactory,
including the pain point of the persona. The blog post helps the buyer persona at least to some extent. For
the most part, the writing meets the instructions given.

Outstanding: The text is 400-500 words long, it is in accordance with the title. The CTA is explicit, the text is
pleasant to read, and the blog post takes into account all the instructions given and helps the buyer persona.
 Group assignment Provide a .ppt presentation about your
insights. Remember to mention your
Form a group of 4-5 people.
sources.
Choose one brand and familiarize yourself with them.
Assessment:
Find out:
Fail:
• What is the audience?
The work is missing most of the required elements.
• What are competition?
The use of sources is limited. The work does not
• What kind of keywords could be used by this audience?
show an understanding of the blog post in content
• Who are the authorities, influencers, potential authors;
marketing.
• What kind of blog categories could be suitable for this group?
Pass:
• Prepare the plan for blog post, including: titles of blog post, list of The group has studied blog posts, but only
keywords, sources, try to plan internal linkages.
superficially, and the use of sources is limited. They
• Prepare the plan for the next quarter - assign the goal have some understanding of the possibilities of
• of each post, plan how you will promote it. using blog posts in marketing.
Choose the metrics. Outstanding:
The group has studied blog posts thoroughly from
different angles. Their work demonstrated a
profound understanding of the possibilities of using
blog posts in content marketing.
Pro-tips and useful reading
Titles centered on learning
Everything you need to know about
What everyone should know about
step by step
The world of step by step
What you should never do in
key ideas for choosing perfect
The rules/rules of
The Lessons I Learned About
steps to create in
mistakes you should not fall into
The most common mistakes
The art of
How to start from zero to be one
Popularity-centric titles
Best to/from
The most popular
The most examples of
The most of
The best reasons to
The perfect plan for
The most success stories in
Make the most of
The popularity of and
The most viral
The word of mouth of
Confession-centric titles
My secrets about
Which say about yourself / your brand / your business?
The really want
The x stuff what no body tell about
My advices in most well saved
What never was told about
My experience to obtain
Titles centered on temporality
The future/present of in
keys of success for to reach (time/money) in
Convert You in 15 days
No get lost in 5
minutes
Create a minute by minute
Need-centric titles
How to find the best in
As if to convert in a in
How to lose the fear of
X that need for
Increase your sales with
How to convince your boss of (that)
Calculate how many need for
Titles centered on contraposition
Benefits and is advantages in
The best and the worse in
Lies and Truths in/from
vs. [phrase about the point that opposes both the
concepts]
The day and the night in
Titles centered on justification
Why ?
Reasons for
The arguments most for
The importance from to
Kind of post
Educational: has as main mission to educate the audience of a certain market about
a product/service in which it is inserted
Based on doubts: blog readers' doubts are powerful insights for creating new content
Tutorial: ideal for teaching your audience to perform a certain action in a practical way
Guide: complete content on a given subject; has the characteristic of being a long and
detailed content
News: about the market where the blog is inserted
Material launch: promote by placing the summary (for example, from a ebook)
Post institutional: Something important about the company/brand (e.g. logo update)
Curatorship: content production from existing content (don't forget to credit the
authors)
Kind of post
Opinion: post more subjective, but which must have solid arguments
Review: analysis, review of a product, book, movie,….
Experience: describe sporadic or continuous event
Check list: can be based on a set of questions for the reader to see if they
thought/executed a set of ideas/tasks
Video: description of a video that has been made available and promotion of this
Podcast: promotion and/or transcription
Image gallery: presentation of an image album (example: coverage of an event; a
project,…)
Interview: with influencers, personalities, associated with the sector; don't forget to
value the interviewee
Kind of post
List: easily display multiple items
Search: statistics and data referring to a study carried out
Experience: describe sporadic or continuous event
Infographic: graphic element to simplify the presentation of ideas;
convenient to have a supporting text to give body to the text
interactive content: use of small questionnaires that allow the reader to
make an assessment/obtain a solution
Case study: way of demonstrating/proving the value of a product/service by
presenting a concrete situation
Template: ready-to-use preconfigured example
Guest post: interesting to involve business partners
Kind of post
Translation: post translated from another language, with due authorization and
citation
Glossary: post which explains what are the most common terms of the business in
question. Often very popular.
Comparative: can be useful to resolve queries about different products or services
Expert tip: post which gathers tips from various experts on a particular topic
Problem x solution: post about the error/problem that the persona tends to make
and showing what can be done to improve the situation
Live broadcast: post where information is placed about a live broadcast that will take
place and with the possibility of inserting information in real time of what is happening
Contents seasonal: seize seasonal occasion
Quotes: use phrases from personalities to demonstrate the importance of the subject
Important Notice
The DEMS material aims to enhance digital marketing skills in
higher education, comprehending the essential needs in
organizations. You have access to extensive slide sets with in-
class activities and assignments, as well as detailed user
instructions for teacher.
Note: The material includes contents and figures retrieved from
the internet and is thus subject to changes. The sources have
been announced according to the rules of fair use. The publisher
´s responsibility is restricted to the original material stored at
www.dems.pro. All material is produced for open use and co-
funded by Erasmus +.