{"id":20120,"date":"2015-03-09T05:00:51","date_gmt":"2015-03-09T11:00:51","guid":{"rendered":"https:\/\/tested-neuron.flywheelsites.com\/?p=20120"},"modified":"2015-03-09T17:20:29","modified_gmt":"2015-03-09T23:20:29","slug":"enlightened-blogging-part-1-you-dont-know-what-you-dont-know","status":"publish","type":"post","link":"https:\/\/unreasonablegroup.com\/articles\/enlightened-blogging-part-1-you-dont-know-what-you-dont-know\/","title":{"rendered":"Enlightened Blogging Part 1: You Don\u2019t Know What You Don\u2019t Know"},"content":{"rendered":"

A few years back, I sold my green brand<\/strong> agency to an innovation firm, Maddock Douglas<\/a>, and went to work as their VP of Green Innovation. A very heady title, I agree, great for cocktail talk. But what exactly did a VP of Green Innovation do?<\/p>\n

My enlightened boss told me my job was to become a thought leader. Again, sounded great. But what exactly do thought leaders do?<\/p>\n

Is posting a blog on your website a lost opportunity?<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

Three things, it turns out. They pick an area of thought leadership they can own, they surround themselves with complementary thought leaders, and they write. Or, in my case, blog.<\/p>\n

So blog I did.\u00a0Over the course of the next year, I posted a story a week on green innovation. At first, the posts ran solely on the company\u2019s website. Seeing a lost opportunity, I created my own WordPress site and began posting them there as well.<\/p>\n

Although enjoying this exercise, I was dissatisfied with the perceived non-result\u2014after all, weren\u2019t there legions of readers out there looking for original green innovation content? Was I getting them? Who knew?<\/p>\n

My gut reaction was to reach out to larger audiences. I spoke to friends at several journals\u2014Sustainable Brands<\/a>, Triple Pundit<\/a> and GreenBiz<\/a>\u2014to see if they\u2019d run the posts. They all generously agreed.\u00a0Then, after a few months, I was recommended to the good people at Huffington Post<\/a> and Fast Company<\/a>. Like the green journals, they agreed to start running my posts.\u00a0I was in heaven.<\/p>\n

I parted ways with the innovation firm and began my consulting practice in 2013. Blogging was a habit I packed with me. Although I had no hard proof beyond the cryptic visitor stats provided by my website hosting company, I believed thousands of people were reading my blogs. I was getting comments. I was making friends.<\/p>\n

I believed people were reading my blog posts. But what did I know?<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

The only problem was, I got zero new business based on my writing. I back-rationalized, saying potential clients may not have come to me based on my blogs\u2014but they certainly checked out my blogs to see what sort of a person I was prior to engaging me. Again, I had no proof of this. But it made me feel good about writing, all the same.<\/p>\n

Rubber, meet road<\/h2>\n

In 2014, I was brought aboard a tech startup called Dtermin<\/a>. Dtermin\u2019s mission was to make it easy for the “non-technically oriented” (A.K.A. me) to find terms and words to incorporate into their product or service message. These terms and words aligned with the terms and words “searchers” were using to look for aforementioned products and services online. Done properly, the searcher would find the searchee, and all would be bliss.<\/p>\n

A large swath of people doing business online don\u2019t understand search.<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

It was the perfect gig because Dtermin needed to get their brand and language right for an audience I belonged to. All I needed to do was create the brand, then hang around to see if all the technical genius being built into the tool would actually be understood and used by people as clueless about search marketing as myself.<\/p>\n

Yes, clueless. After three years of writing blogs, I understood little about search marketing and search engine optimization. True, I knew what a keyword was\u2014WordPress asked me to add them to every blog post. I just had no idea what they did, or how they helped me, and I certainly had no idea how to harness them for my personal gain.<\/p>\n

The more I dug into the topic, the more I discovered I wasn\u2019t alone. The whole area of search marketing was a black art to a large swath of people trying to make their way (and a living) online. Which brings us to today.<\/p>\n

The grand experiment<\/h2>\n

The founder of Dtermin and I had an idea. To use this blog post as a sort of Grecian Formula \u2018before and after\u2019 demonstration of the power of search term optimization. <\/p>\n

Here\u2019s how it works:<\/p>\n

I\u2019ve created this post without any help from the search company. Nada. As soon as it goes live, I\u2019m going to start monitoring how many people read it. <\/p>\n

My goal is to help you learn how to use search. Will it work?<\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n

Next week, I\u2019m going one step further. I\u2019m going to consult with my friends at Dtermin, and together we\u2019re going to try and find search terms that might connect me with more readers. I\u2019m going to rewrite this post\u2014and highlight for all of you the tweaks I\u2019ve made. With any luck, as soon as that post goes live, we should start to be able track higher readership numbers.<\/p>\n

Finally, in week three, the Dtermin guys are going to do a full court press. We\u2019ll rewrite this blog incorporating a honed list of search terms. Not just that, but we\u2019ll make a Google AdWords campaign.<\/p>\n

Again, I plan to make every step so clear that even I could follow it. <\/p>\n

My goal: to help you learn as I learn. And help you tweak your blogs so they reach more people. <\/p>\n

Will it work? Stay tuned, amigos.<\/p>\n","protected":false},"excerpt":{"rendered":"

A few years back, I sold my green brand agency to an innovation firm, Maddock Douglas, and went to work as their VP of Green Innovation. 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