Online Marketing Blog

B2B and B2C blogging have their individual intricacies, but a mix of content that addresses the needs of your audience is the core of a great blog plan for both types of businesses. Timely content that capitalizes on search and social trends is certainly helpful for attracting new eyes and expanding your reach. Evergreen content has its place too, and an important one at that.

Both Lee Odden and Mike Yanke have touted the benefits of evergreen content here at Online Marketing Blog. Mike cites the SEO benefits of content that builds links and engages readers over a lengthy period of time. Compelling, engaging, original content satisfies visitors and search engines alike.

Note from Lee: I’ve known Michael Brito for about 5 years (he hired my agency TopRank Marketing when he was at HP) and I’ve followed his moves around Silicon Valley from Yahoo to Intel to his current role as SVP, Social Business Planning, Edelman Digital. Michael’s new book on Social Business (Included in our list of Optimized Online Marketing Books) is something I’ve been looking forward to and I asked if he’d share some tactical insights with our community. This post focuses on content and social media for companies operating globally.

Creating a social media content plan is easy if you own the customer experience in one country (well, not that easy). It’s a whole different story if that level of responsibility included countries in Latin America, Europe or Asia. When expanding into global markets, strictly from a content perspective, there are 3 important things to consider — the establishment of governance policy, a content library and community management.

It’s funny when you work in an industry for a long time that the basic things you create to make life a little easier can save others who are new to the field, a lot of time. I’ve done a few webinars and speaking events in the past few months where one of the tools suggested was a Keyword Glossary (spreadsheet) for managing category and page level optimization, keyword mapping and competitor keyword mapping.

Another tool was an Editorial Plan that documents articles/blog posts, media, promotion and planned re-purposing. There are basic building blocks for becoming more efficient with search engine optimization tasks, but I’ve received a lot of requests for them.  I thought they might be useful to our readers to use for inspiration to create their own and maybe even modify and mashup into something better.