Lee Odden

Dominate Your Niche with Social SEO & Blogging – BlogWorld Expo New York

Social Media SEO & BloggingBlogWorld Expo is holding it’s first conference in New York this week and I’ll be presenting “Dominate Your Niche with Social SEO & Blogging” on Tuesday at 10:15am as part of the Social Business Track. This post is a light preview of that session and I hope to see you there.

Is blogging dead? A number of high profile bloggers and news media sites from Scoble to Wired to the New York Times have opined the demise of blogging as a consequence of growing social destinations like Twitter and Facebook.

The reality is that like many other forms of media, blogging is evolving and with the right strategy, highly effective. Short attention spans are served by short form content like Tweets and status updates. When it comes to influence on business, longer form content like that found on blogs serves an essential purpose. Rather than displace the most valuable attention spent on blogs, social sites like networks, microblogging, media sharing, news and bookmarks facilitate awareness and engagement with blog content.

Smart online marketers see this and are putting their budgets and priorities where it matters. According to eMarketer, 1 in 3 businesses publish blogs for marketing and HubSpot’s recent  2011 State of Inbound Marketing reports that more companies rated blogs as “critical or important” (62%) than any other social channel. These investments are paying off: AdWeek’s “Changing Scope of Advertising” infographic cites blogs as the leading source of customer acquisition over any other social channel.

TopRank Social Hub

Key Messages of Your Niche Provide Focus for Content Promoted from the Blog to Networks and Channels of Distribution.

Blogs are perfectly suited as social media information hubs for companies or individuals that want to dominate their niche online. Blogs can play an essential role in an integrated search, social media and content marketing strategy that directly influences consumer information discovery, consumption and sharing. But with literally millions of blogs published online and mainstream media getting involved, how does a blog stand out, let alone dominate their niche?

The first step is to understand what your niche is.  Formalize your unique selling proposition (USP):  How is your content unique and how does it serve the needs of the people you’re trying to reach better than any other blog?  What does your blog stand for?  What specific can you focus on that represents demand (search keywords) and topical discussion (social)?

The mechanics of a coordinated blogging effort that leverage search, social and content marketing involves:

  • Goals & objectives
  • Key message and differentiator – USP
  • Persona development
  • Search and social keyword research
  • Editorial plan mapped to search and social content
  • Optimization
  • Link analysis
  • Social channel development
  • Intersection with online PR, media relations, advertising
  • Content promotion
  • Real-time, adaptive
  • Monitoring, measurement & refinement

Whether you’re frustrated with the performance of current blogging efforts or you’re starting a new blog and want to maximize effectiveness, following a coordinated online marketing approach with a focus, can force multiply the effect of a company’s ability to “Be where customers are looking” (search), “Be where customers are talking” (social) “Be a source of influence, trust and engagement” (content). The result? You dominate your niche because all signals of credibility point to your social hub whether it’s via search, social, media – push or pull.

For the full presentation, you’ll have too attend BlogWorld New York this week. Hope to see you there.

Sometimes I like to open presentations common questions people have on the topic. What questions do you have about making more out of your business blogging effort? What challenges do you have in your efforts to dominate your niche?


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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Content marketing is extremely important for a company.

    Most social media content are 140 characters worth of an advertisement before they go on to read the next post.  Blogging draws the reader in for 5-10 minutes and gives them something to take home with them at the end of the day.

    Something other social outlets can rarely do.

  2. Awesome post, Lee. As always, loaded with great value!
    “The blog is the social media hub” – your words ring loud & clear from #SMJ2.
    All the best at BlogWorld Expo in NYC. Have a good one! Best Wishes, Amar

  3. Avatar Kevin Andrews says

    As a blogger with many niche(s) that I cover, the challenge I am facing is how do I integrate social media into all of them. I will look forward to reading more on this topic in the future.

  4. It’s a given that blogging can be beneficial and informative content is a must. But something that bloggers forget is that they must adjust their writing language to that of  their readers.

  5. Hi Lee, nice piece, I wish I could have made the event as your “Dominate Your Niche with Social SEO & Blogging”  talk sounds really interesting. I hope that you will post the slides on slidehshare or some other online destination post event.

    Facebook and twitter are great for sound bytes but they are not a substitute for blogging. We use Facebook, LinkedIn and Twitter to drive traffic to our blog posts. Blog posts can drive traffic long terms assuming the topics have a shelf life that supports search volume/market interest.

  6. Avatar Kevin Andrews says

    As a blogger that focuses my content tightly on my niche(s) , my readers feel as if I am creating value in the marketplace. As David says, I strive to give them (readers) something they can take home with them.

  7. “Is blogging dead?” – I read as an invitation to the next blog post.

  8. Avatar seocompany delhi says

    Awesome! I think every SE professionals should read the post.


    The blogging is Social media hub. Really if we have
    informative and quality content on a blog then definitely it can be helpful.
    Facebook and twitter also very big social media hub But they can’t lead on

  10. Informative post and  quality content is really very high.  Blogging is the very big part for social networking. It is right that blogging is the widely and very effective social media hub. Google + Facebook, Twitter, Linkedin also very popular and useful social networking websites which are do the good help for business.

  11.  Really this is fact that blogging is the very useful in SEO. Many people use the blogging for business shake and other social community. Blogging is also very vast and popular social media hub.

  12. Avatar Short Sale Miami says

    This is an great information for me all users. I also agree with you that blogging is very good business promotion technique. 

  13.  As per my knowledge blogging is the more important and helpful for promoting to business. I think nobody can’t stand before blogging.

  14. Really now days blogging use techniques has been change. Now we can find the more functionality in the blog that is helpful for promoting business and increase popularity.  

  15. Actually i have one question many so i am very confuse because some users says that no follow is not good but some users says that it is also good if you are do the comment 4 -5 pr no follow blog. So what is the solution this issue ?

  16. Great information here, thanks for sharing this valuable information!

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