Jean Perpillant, owner, head honcho and web designer extraordinaire of Design Theory and I recently had a conversation about the importance of Social Media and in particular, blogging. Oftentimes one of the hardest parts of our (and in particular my) job is getting clients to believe that professional blogging is a worthwhile cause and can be a great contributor to your business’s success. See a previous blog I wrote on that subject at http://bit.ly/WaawSu. So as we were talking about our own numbers and the ROI therefrom, I suggested lifting the hood on our analytic statistics to prove just how vital this is to the exposure and growth of your business and that business’s profitability. He loved the idea of using our own transparency to prove the validity of our belief to outside clients that there is a tangible benefit To Blog or Not to Blog. No dirty overalls or Goop needed, here we go…
The early part of September hits on our weekly blogs – 572 Page Views
As you can see, we have 3 main contribution sources for our readership this particular week-those who come through our blog being indexed on Google, visits to our blog through visiting www.jpdesigntheory.com directly and others through various alternative search engines. As you can see, the top referring websites that contribute to our audience statistics are Google & LinkedIn with majority this weeks of readership coming from our blogs being indexed on Google. Ah yes, the power of Google.
At Design Theory, we know that our readership is vital to getting our name out there not only in the World Wide Blogosphere but also to the masses as a whole. We’re not a huge corporation with various satellite offices (YET!) but we know that having a world wide presence is the key to meeting our company goals as well as attaining clientele outside our hubs geographic region in Orlando, Florida. What you can also see from the Audience Stats, is that Tuesday happens to be our highest number of reads for this particular week. Knowing that information is important because it tells us at DT, that the early part of the week is the best time to post and also can help clue us in as to who is posting on that day & the impact that person has our readership. Monday is right behind Tuesday for readership and I happen to know that those 2 days blogs are written by Daphne Lenti, our lead Graphic Designer on Monday and me, your happy Wordsmith & Content Marketeer (love the title right!) on Tuesday. What it additionally shows Daphne & I is how important our blogging is to the exposure of our company AND that people are interested in what we have to say & that we have a well-respected level of knowledge on what we write about. It also shows that our connections on LinkedIn are working as an additional exposure source through our professional networks and the groups we are affiliated with on there.
The 3rd week of this month – 994 Page Views
What you see right off the bat is that our Page Views have dramatically increased by 442! Additionally, the 3 main contribution sources to these statistics remain the same but take note of the jump from 24 visits via LinkedIn to a whopping 148 visits in just 2 weeks! Once again Daphne & I are neck in neck until we get to a spike in readership on Thursday. Also note that the top viewing location has changed from Tijuana to Ulaanbaatar in Mongolia. I have no clue why but talk about a world wide presence!
So the crux of our To Blog or Not to Blog and reason for our behind the scenes look at our blogs, is to put our own “argument” to the test and to show you that we practice what we preach to our clients. Oh, and it works!
~ Content Writing Inspiration ~
This morning I took out a comma and this afternoon I put it back again.
We know that Content is King…yes, yes, yes – we’ve heard that over & over again. But let’s talk about the content strategies being implemented by brands and media leveraging this great sporting event taking place right now. I’m confident it was a full on sprinting event for various brands & powerhouse marketing firms to get their client products or just their in-house writing talent to be considered for this years’ event. Whether submitting product designs or being a head content writer for the television promos or print campaigns, all were gunning for the gold.
Leading the pack of those trailing close behind, Coca-Cola (Coke) has certainly won the coveted spot. I have read that Coke created more than 120 pieces of content for this years’ Olympic Event. But the company’s most brilliant move was capturing Mark Ronson, an English DJ, Grammy award-winning producer, musician and co-founder of Allido Records, to blow away the competition with its “Move to the Beat” campaign for the London 2012 Olympic Games. http://bit.ly/QZoW7L Using the video platform of YouTube, Coca-Cola created an entire series of videos to extend the value of their brand for the Olympics and reach customers in an interactive way. While some companies may still be hesitant to embrace video due to budget or ROI concerns, the forward-thinking marketers of Coca-Cola are diving headfirst.
This campaign has broken the ribbon with their concept of recording the sounds of Olympic sports events and transforming them into music. http://bit.ly/NQMDvF The motivation behind Move to the Beat is to bring teens closer to the Olympic Games while drawing inspiration from London’s musical heritage and connecting the two in a very tangible way. http://bit.ly/MOzd68. Doing so resulted in a cool, interactive corporate sister-website solely dedicated to this Olympic campaign at http://bit.ly/QLBOKf.
Knowing that Social Media would play a key component in their ability to gain worldwide access & participation, they coupled with Facebook on this venture allowing the brand to blast worldwide and engage the masses to create their own music beat! http://on.fb.me/OxDuau
Wow, talk about leveraging Social Media elements with written & video content! I wish I could have been a fly on the wall at that team meeting! Just when you realize the enormity of this project & campaign, scrolling through the website you realize that this concept allows all of us NOT IN LONDON to engage outside the normal screaming from the couch or bar stool at the TV, to tap our fingers, dance while cooking or wield our musical talents (novice or expert) TO BE A PART of this historical event. That’s right YOU can create your own beats and let the whole world know you are part of the London 2012 Olympics. Sweet right?
So kudos to the marketeers and content creators at Coca-Cola for taking content creation to another interactive level. And based on the numbers of those Moving to the Beat on this venture, I’d say it’s proven that this campaign was destined for the podium and the #1 spot at that!
So here’s my worldwide web, no time to be camera-shy debut. I hope there are some tidbits that can enlighten & offer clarity of key points to consider from a content writer’s perspective. These include blogging, web design and branding across all forums of marketing for your business, big or small. So get some Kettle Corn (love that stuff!), get comfy and enjoy the show.
Why Website Content Is Important [Video Interview] from designtheory on Vimeo.
Interview by Jean Perpillant of Yvonne Barber, both members of Design Theory.
For a modern lesson on a classic fundamental, let’s take it back to elementary school for the 5 W’s (and 1 H) for a moment shall we? Who, What, Where, When, Why & How…although not in that particular order.
WHO…you of course! Don’t think blogging is for you or beneficial to your company? Read on my friend…
WHAT’s the point of business blogging? To communicate clearly to a wide variety of readers (either from your business sector or to one who is interested in acquiring your company’s expertise) and reach them on a virtual yet tangible level that says wanna do lunch…via Skype?
HOW can a blog work for your company? Let me pass on what I’ve come to understand. Basically, if you are a small to medium-sized company, more than likely you have a limited advertising/marketing budget if any. This may in turn affect your ability to rub elbows with your industry-related business colleagues and the frequency of networking opportunities. But guess what? If you have a semi-talented employee who can write pretty well or hire a content writer like myself (hint, hint-plug, plug) you can be well on your way to leveraging social media to your advantage and profit margin.
WHY and the WHAT points are somewhat synonymous. You (or your superiors) want to have a corporate blog which elevates you/your company to a WORLDWIDE PRESENCE. This taps you into the local and global business market by creating dialogue via your company website to an UNLIMITED number of people for almost FREE. Need I say more? Ok but just because I can hear the anticipation…
WHERE is Waldo, Jane, Bob or whatever your name is? Where do you pow-wow and have your swank & usually expensive lunch meeting to seal your deals? Your couch if you’re lucky! In 2012, most freelance and small business owners work from home or out of a local Starbucks. You can save time and money with this fantastic networking tool by using a little of Father Time and a smidge of talent to take your business to the next level and into an unlimited marketplace. No expense account required.
WHEN you choose to use social media to your advantage, you win-plain & simple. Oh and today is a great day to start.
Still saying blah, blah, blah?????
A content writer or business blogger (whether plume or keyboard, or in my case, both) takes on the identity of his/her subject as though they are vicariously living as the CEO or decision maker for that business entity. It is in this forum where jack of all trades requires that you master, at least on some level, all & not none. A good content writer or blogger assumes the identity of employee/employer and advocate for that business.
Taking on a client who is part of an industry in which you’ve never been employed can seem overwhelming or to some impossible. Do you take that client on and fluff your credentials as though you have had a million clients in that same industry…a been there done that so of course you should hire me attitude? Or do you let them know how darn good you are at research and how becoming a student rather than a “know it all” behooves them and your craft? Because any good content writer will tell you it’s about RESEARCH, RESEARCH, RESEARCH …and yet more RESEARCH. That includes your company client, their area of expertise, their competition and what’s not being said/done/reflected in their own and competitors marketing identity. You have to write it like you live it, in it…their world, their conference rooms and marketing strategy meetings.
Recently I took on a client in a very interesting and technical industry. And I certainly can admit some hesitation and anxiety prior to the pitch. It was seemingly too technical for a person who spent a good deal of my career in a very white collar legal environment. But I soon realized that this is what it’s all about. What content writers do-we morph. And through many hours of research and allowing my brain to think outside its confines and experience, I soon became intrigued and began to write in such a manner that impressed me (really it did) and my client. This is what allows you to write from a position of “seeming” expertise and authority rather than obvious novice.
So stay encouraged my fellow content writers and bloggers- embrace what you don’t know, learn what you need to and then write like you live it.