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1-2 Punch Marketing Action Plan for Blogs

By on Jun 28, 2011 in Search, Social | 31 comments

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1 2 Punch MarketingThere are no known universal solutions or formulas to a successful web marketing campaign, knowing that every industry has to adapt to its own given nature. In fact, online marketing strategies that work for other niches not necessarily mean that they will also work for your niche for reasons such as the size of its target audience, the ability of the industry to be of extreme interest and/or its natural marketability/profitability/sustainability.

However, there is one, which I personally believe can work on any industry over time of efficient execution, where the process will only require you two things to focus on – the quality of content and the quality of conversations.

Inception

The planning stage of a marketing plan is as crucial as its execution phase, given that failing to plan is planning to fail – as mostly stressed by marketing experts. I will be segmenting this phase into 4 parts, which will include outreach list building, link data analysis, content analysis and content conceptualization.

Outreach list building

The most common initial phase of any web marketing campaigns is to gather external resources (your competitors or blogs alike) in terms of link and content intelligence, as identifying the right targets where you can market your blog – indirectly – will help you map a sustainable direction.

In this phase, you can first start by searching for related blogs and listing at least 10 – 30 highly reputable blogs in your industry in an excel sheet, which can include metrics and details such as:

Rough Sample

It’s also important to prioritize blogs that have strict/regular schedule in publishing blog posts and have robust following and readership, since you’ll not just aim to acquire links from them, you will want to fully absorb their followers eventually. Here are some ways to distinguish if a blog has a strong community:

The outcome of this list will be the ones that you’ll be consistently engaging and connecting with in the following stages of this marketing plan.

Link data analysis

The next step after completing your initial list of link/outreach prospects is to study their blogs’ linking activity. It’s vital to know how they are marketing their blogs, since you can use these information in marketing your own.

Content analysis

Evaluating your target prospects’ content is very important as you’ll be getting most of the concepts for your own content production as well as your marketing campaign from how they present themselves as an authoritative brand in your industry.

These will help you a lot in decoding their behavior when linking out to other websites as well as in developing your own approach for your content – with the slight intent of manipulating them to link to yours naturally.

Content conceptualization

Develop your content strategy by basing your campaign’s factors on your targets’ history and standards. Build a content inventory wherein you can list all your blog post ideas in an excel sheet and track if there are any available sources on the web (through Google Search) and include the URLs of those similar posts in your list as reference (as you can also use this information for your content’s competitive analysis).

Content

In crafting your content, as an emerging blogger in your field, it’s imperative to offer the best content there is about the subject that you will be writing to truly stand out not only to your possible readers but to search engines as well. And that’s why competitive analysis is very important before even starting to create a blog post.

Note: The only ethical way to target and organically rank for keywords is through your content and not through your artificially built links. So if you are going to target (new) keywords for your campaign, build a page/post that will strictly aim to attain rankings for that certain search term – you’ll get natural links (with targeted keywords as anchors) anyway if your content is worth linking to.

In building your content

Once you have some solid content on your blog that you’ll be really proud and confident to show off, then getting links and marketing your blog will almost be an effortless task.

Conversation

Using conversations as a marketing tactic can be an efficient tool in blogging, on any niche, since constant interactions do build relationships that can and will translate to high value links.

The main objective of this phase is to build a strong and authority brand presence on the reputable blogs that you have listed and steal draw their followers and linkers’ attention to develop your own blog’s readership, given that their followers are the ones that are making their blogs an authority.

Build quality conversations that can attract not only your list of prospects to visit your blog but also their followers/readers as well, and let your blog’s content be the second punch that will strike them to staying and probably linking to/sharing it.

Below are some ways where you can start interacting with your list of link/outreach prospects:

Blog comments

Follow your list of blogs regularly and contribute to their community by leaving intelligent comments that will be useful to the discussion. By doing this, you are – in some ways – bringing the discussion back to your own blog, as the blog owner and the other readers may notice your consistent presence and useful feedbacks on that blog.

Suggested mindset – blog comments aren’t made for you to get a link, but rather to attract people to see what your blog is offering. Build conversations, not links.

Social networking

Following them on social networks (Twitter most likely) and sharing their content can help initiate a good conversation. Sharing their posts that have your comments on is also a good way for search engines to index your comments’ links faster, which I think is very advantageous – you get your link indexed and you get to start a conversation.

Cite them as a resource

Using your targets’ posts or researches as a resource, or quoting their statements within your own blog posts can attract them to sharing your content, since this method obviously increases the chances of having your content shared by them (especially if the content hosting the link to their blog is exceptionally crafted). It’s also a good way to start a conversation.

Make a counter-post

As you go further in following their blogs, creating a post that may be on the contrary to their beliefs (but constructive and not offensive content), can get their attention especially if you’ll provide a well-thought blog post. This can as well result to a positive outcome, particularly in displaying yourself as a thought-leader in your industry, as you are able to express your own views and perspectives about the subject.

Guest blogging

Guest blog posting, as always, is the best way to generate referred and specifically targeted traffic from high-traffic blogs, seeing as you get to showcase your expertise in front of their audience. The key to a successful guest blog post is to be as responsive as you can to all the comments that your guest post will receive. And as you build conversations with their readers is the more that you’ll be able to attract them to following you.

Crowdsourcing

As you grow your presence on the blogs you have listed in your outreach list, you can then send a request to them in answering an industry-related question or survey and publish their answers as a blog post, given that the result of this content is very useful to all their followers/readers. Most of them will be certain to share this type of content through the social networks that they are active in and may also allow your marketing processes to extend its reach.

Aftermath

As soon as you have proven your value or have discovered your own place/identity in your community through constant production of high quality blog posts and establishing relationships through conversations over time, you will have to use these connections wisely, unobtrusively and constructively to all parties. You can use these connections through:

Expand your list to continuously grow your blog’s traffic and readership. Thrive to put your blog on the same level as the ones on your outreach list in terms of quality of content in order to obtain the kind of links/citations they are getting.

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Image Credit: KalleVictor

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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31 Comments

  1. I say stick to your plan and good things will happen, because everything I do is plan of a attack.
    “Black Seo Guy “Signing Off”

    • Kaiserthesage

      June 28, 2011

      Post a Reply

      These are mostly what I’ve done in semi-marketing my own blog, never thought that I could actually make it as a blog post, since I’m not really an “expert” or a go-to-guy when it comes to blogging, though I’m really glad that I tried and invested my time on developing this blog, I learned a lot from it, especially in aligning other modes of marketing with SEO :) Thanks for the comment Kristi!

  2. The internet world is not so different form the real world. It all about making connections to promote your product or service. Relate to other sites similar to yours and give valuable content.

  3. Kaiser you are so right in this post. Great information. By taking the time to analyze who you are competing with for a keyword you are able to get a plan of attack built. Many people new to blogging or article writing fail to do this and never see any results. I like your suggestions for ways to get your competition to work with you. Bookmarking your blog , shot you a +1 for this, keep up the great writing.

  4. Definitely worth a look, $15 per for doing nothing? Yowza! LOL

    The issue I have though is giving access. Guest posts I get now are emailed to me. There are currently two and only two people with access, my designer and SEO outsources.

    • Kaiserthesage

      June 28, 2011

      Post a Reply

      Agree, I haven’t tried doing a counter-post here, though I realized that most of the recognized thought-leaders in this Industry are brave enough to make mistakes and put their names at risk just to express their own perspectives (but hey, that’s why we are blogging in the first place).

      Couldn’t stop laughing when I read your first 2 comments hahaha (I’m still thinking if I will delete those lol).

  5. Wow. There is a whole lot of reverse engineering going on here. Actually, that is the great thing about SEO…the fact that it can be reverse engineered, period.

    Interesting point about the counter blog post. I have personally been surprised a couple of times by having very influential bloggers stop by my modest little blog and comment using a variation of this strategy.

    Excellent information on this post.

    I would like to submit a request that I feel is within your talent and skill level.

    I propose: The Kaiser The Sage Reverse Engineering Workshop

    I would definitely be interested in reading it…;)

    Mark

    • Kaiserthesage

      June 30, 2011

      Post a Reply

      Haha thanks for the suggestion Mark! Will do try that one (just listed it on my content inventory!).

      I wouldn’t wonder why people are constantly visiting your blog. You are offering some complex stuff there man! Really liked the identity of your blog (visited it a few times already). Keep it up!

  6. Zarko

    June 29, 2011

    Post a Reply

    Hey Jason, I have to say, even if it sounds lame, but this is a wonderful post, well written so anyone can understand. I know the process very well as I use it all the time, for people that want to be serious with their SEO, I can guarantee that this method works and can get your great results. Just take every word Jason says here seriously, no slacking off, even if it sounds like a lot, if you want to succeed nothing should be skipped.

    hehe, sorry for hijacking your post Jason with my lame advice, I just wanted to stress out how beneficial it would be for anyone once more :)

    • Kaiserthesage

      June 30, 2011

      Post a Reply

      Haha thanks for the insightful advise/comment man! Couldn’t think of any good title for this post, it just popped out my head while writing.

  7. “blog comments aren’t made for you to get a link, but rather to attract people to see what your blog is offering. Build conversations, not links.” – I love this part, like what I always say on my students in SEO – “Comment to build conversation and reputation”. Forget links (though you should not forget it), Write first a blog comment that would interest people see who you are.

    • Kaiserthesage

      June 30, 2011

      Post a Reply

      Agree, comment marketing is an awesome branding tool, if used appropriately. And with regards to links, it can translate to higher value links if you have invested well on it 😀

  8. Great post! Thanks for telling a lot about how to spy on the competitors. One of my friends was spying his competitors and reached even higher results! This is really important I believe. It is also important to look for some black methods your competitors use, and in case you find any you may tell google about them and get rid of your competitors 😉

  9. maxine

    July 1, 2011

    Post a Reply

    Thanks to have this kind of guidelines. There is so much to learn from web marketing

  10. Martin

    July 1, 2011

    Post a Reply

    thanks,well written and detailed post, very tight thematic structure also works for some blogs aimed at organic search and you don’t need to be that popular either, must put you on my list of seo blogs to read…

  11. ibyang@Online Games

    July 22, 2011

    Post a Reply

    Hello,
    Interesting contents will always prevail as the leading strategy for online marketing. Just like what this site did, which posted an essential topic for any online business. This kind of content can stimulate wonderful insights from others that will help to attract more visitors and traffic.
    Regards,
    Ibyang

  12. Hi Kaiserthesage,
    Great post! I found it very informative believing that if is followed it can do good thing in online marketing. I agree with you concept because it has a lot of potentials what needs to do in order to make it effective is actualization. Thanks for this one.!

  13. Tom

    March 13, 2012

    Post a Reply

    I’m a little late on this one but love the comprehensive nature of it – and the ambition! Completely absorb their followers. Wow. That’s the spirit! Proof that the greater the ambition and the innovation, the better the results in inbound marketing.

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