blog — Get In Front Communications

8 tools to finding the content people really want

If you’re puzzled about how to determine the content and issues your target audience wants from you, you’re not alone.

Are you good at spotting trends? Do you have a forward-thinking vision? Do you outpace your competition in identifying hot topics and ideas within your niche?

Sure you can watch trending websites.

But consider these eight ways to help you create fresh content that people will be clamoring for.

Pay attention to Google Instant. This is an autocomplete algorithm that is based on popular search queries by other users. Watch the phrases that appear in the drop-down box when you type the first few letters of your query. Here’s an example from Searchengineland.com:

2. Look at webinar topics and conference registration sites. These are two strong sources for timely content as they address challenges and issues that professionals in your field want to learn.

3. Examine transcripts from Twitter chats. These records offer a plethora of information on specific topics. It will be easy to find out the obstacles that are front of mind in your niche market.

4. Review your Analytics daily. WordPress and Google are among the platforms that can supply plenty of details about how traffic has arrived on your blog or website (search engines and referrals) along with pageviews, unique visitors, and more. Both tools also give you the keywords or phrases that people typed in their searches. Hint: These words and phrases are their challenges. This is your content.

5. Become part of your customer’s network. The website Predictocracy.org explains, “You can discover what they (customers) want and what they are passionate about in online forums, social networking sites such as Facebook and Twitter, and also video hosting sites such as YouTube and MetaCafe. All these online networking and discussion sites can give you great ideas on how to predict and ride the next big trend.”

6. Subscribe to HARO. Help A Reporter Out is a free repository that connects media outlets and authors with sources and experts. With a simple subscription, HARO queries are e-mailed three times a day, Monday-to-Friday. Reporters, producers, and writers have very specific requests as they are planning and producing stories and interviews. Use HARO to monitor what reporters are working on.

7. Ask for help. Use Survey Monkey or another free tool and pose one or two specific questions to your database about what they would like you to provide. Going straight to the source leaves no room for guesswork.

8. Examine the comments posted to your blog. Carefully look for clues in the comments that people have posted. Feedback and insights can help determine what kinds of issues or concerns readers have. It’s likely there are lots of hints.

Have you tried any of these tools? Any suggestions to add to the list?

In the end, the common denominator is relevance.

Filed Under: Business trends, content, Creativity, News, Online Marketing, Social Media, Writing Tagged With: blog, Chats, content, Creativity, Google Instant, HARO, News, Relevant, Survey Monkey, technology, Twitter, Video blogs, website, Writing

Hello, my name is dumbass

by Susan Young at 1:20 pm 13 Comments

Sometimes you just have to break out of your shell and do something a bit daring. Hence the title of this post.

In my Social Media travels, I’ve made note of five things that can stop people from reading your blog, visiting your site, connecting with you…and buying from you.

The five items below can negatively impact your credibility and online image. Here they are, in no particular order.

1. A Tweet that says “I just worked all day on my new blog post. Read it at________.” A touch of Jersey sarcasm here, but no one cares about how long you struggled to create your genius post. Just tell me what benefit it offers to me (your reader)–what can I learn from your prose and insights. It’s not about you, silly. It’s all about me.

2. Please RT. I’ve always been a bit rebellious, so don’t tell me what to do. If I like it, I know I can re-tweet it. Now sit down, Skippy.

3. A message or Tweet that says “I need 12 more followers.” Please refer to Rule #14-C in the Social Media handbook. It’s about quality relationships and not quantity. Quit counting and start creating. Then you’ll have plenty of followers and you won’t need to beg. Desperation is very unappealing in the marketplace.

4. A profile that claims you’re a leader in your industry, and you just joined Twitter last month. This raises a red flag. If you’re in marketing, public relations, branding, or advertising, tell me this: Where have you been??

5. A message or headline that includes words like “new” , “trends”, and “top” —and when I click the link, the article or post is a year old. In the digital time zone, that belongs in the Smithsonian. Take a minute to freshen up your Tweet. Hey, we’re in real time.

I vented. I feel much better. You?

(Photo Credit: Cracker Country Living History)

Filed Under: Blogging, Business, Communication, Marketing, Social Media, Social Networking, Writing Tagged With: Attitude, blog, blog posts, Blogging, business growth, credibility, Marketing, message, Public Relations, Relationships, Social Media, technology, Twitter, Writing

8 Best Practices for Pitching Your Story to a Blogger

by Susan Young at 3:00 am 8 Comments

Many people in the blogosphere are uncertain about how to pitch their story, product or service to a blogger or journalist. In a recent chat on blogging, this mysterious topic had people rattled. It’s time to clear the air.

One quick note: The overall mindset and approach I offer here can be applied to pitching stories to reporters in print, radio and TV news. I’ve been on both sides of the fence; a news decision maker in radio newsrooms who was subjected to lousy pitches every day. And I’ve been on the PR side; pitching stories and training people on how to get publicity. It comes down to do your homework,don’t ask for favors, and build relationships.

Here are 8 best practices for pitching to a blogger:

1. Know your story. Don’t pitch a concept you don’t thoroughly understand. If you don’t get it, how can you possibly explain it to someone else?

2. Identify your target audience. Determine where your ideal client “hangs out” online, i.e. chats, groups, and friends. What newsletters or websites do they read? Research the movers and shakers. These are bloggers and journalists who are respected, involved, and have large followings.

3. Pay attention to these influential and cutting-edge bloggers. Read their posts, add comments, listen to their interviews, and know their sweet spots. While researching, also find out if they allow guest bloggers. This is another huge opportunity. Find out where they ”hang out” online. This is called doing your homework.

4. Observe for a while. Watch their conversations and who they engage with. Follow them. Retweet their messages, a nice form of flattery. You’ll soon be on their radar screen. One note: be genuine. Don’t go on a retweeting rampage to be self-serving. Go for long-term relationships, building trust, and sharing solid content.

5. Find a natural opportunity to connect. If you did your homework, you’ll be able to start a conversation or jump into one without feeling awkward. Let them know, in a subtle way, that you’ve been watching, reading, and enjoying their material. The good news is this process may only take a day or two.

6. Move the conversation offline. Once you connect with the blogger, invite them to follow you so you can send a private message. Continue to build rapport by finding similarities between the two of you. Preferably this should be work-related, such as you agree with their opinion on yesterday’s post, you were both on the same chat, or you shared their article in your office. If they seem receptive and engaged over the next 48-72 hours, ask for their e-mail address so you can send a short note with “an idea.”

7. Go for it! Compose a carefully worded 2-3 line e-mail pitch with a compelling and succinct overview of your story. Focus on how it helps their target audience. Build your credibility. If you’re self-serving, you’re toast. You just wasted everyone’s time.

8. Give them what they ask for. If you’re able to pique the interest of your new blogger friend, they will likely ask for more details. Be prepared with a one page press release or background sheet. Don’t send them to a website filled with BS. Friends help friends.

Once your story is picked up by a blogger, remember to cross promote it. Mention it in all of your Social Media channels and newsletter. Link it to your site. E-mail it to prospects and clients. If you do it right, other bloggers and journalists will contact you. Publicity has a cascading effect.

Oh, and remember to thank them. Friends do that.

P.S. Here’s a free resource for you. Take advantage of my 21-day video series “Speaking of Communication.” It focuses on Social Media, blogging, PR, writing and communication themes. Click on this link now for instant access http://www.getinfrontcommunications.com/

Filed Under: Blogging, Business, Communication, content, Marketing, media, networking, publicity, rapport, Social Media, Social Networking, Writing Tagged With: audience, blog, blog posts, Blogging, Communication, credibility, Marketing, networking, publicity, rapport, Relationships, reporters, Social Media, Twitter, Writing

7 Signs Your Blog is on Life Support

by Susan Young at 3:00 am 6 Comments

Life support. I can imagine that’s not a good place to be. Yes, humans and animals get sick and hover near death. Sad to report that many blogs have taken a turn for the worse.

How would you recognize the warnings signs that your blog is heading towards the Pearly Gates of the Blogosphere? Is St. Peter waiting for your blog?

When do you seriously consider pulling the plug?

Think about these 7 tell-tale signs:

1. My blog is updated every two weeks, or every three months, depending on when the TV reality shows are on hiatus.

2. My blog is all about me. Hey, my name and mug shot are on the top. Who else would I want to spotlight?

3. My blog has links that lead to dead-ends and expired pages. I’ve been too busy to deal with those small details (see No. 1)

4. My blog has posts with word counts of 3,961, give or take. I’ve been told I’ll appear smarter if I write more. Repetition is wonderful when it comes to word count.

5. My blog is quite humble. I don’t like to brag and self-promote. I’m sure those search engines and that Google thingie will bring readers my way. I’m not looking to be an overnight success. I’m good behind the scenes. Really.

6. My blog is consistent in it’s appearance. All the colors, graphics, and fonts are from a template my 12-year-old neighbor designed. How cool is that? I couldn’t afford one of those flashy web consultants. Who needs white space, a theme, and snappy headlines? And what the hell is WordPress anyway?

7. My blog is easy to maintain. I turned off the response option so no one can comment. It’s working out great for me. Low-maintenance is good.

Oh no, is that a flat line?

(Photo Credit: David Armano)

Filed Under: Blogging, Business, Communication, content, Interpersonal Relationships, Marketing, Motivation, Online Marketing, rapport, Social Media, Social Networking, Success, Women, Writing Tagged With: blog, blog posts, Blogging, blogs, Business, Communication, credibility, Interpersonal Communication, Marketing, message, rapport, Relationships, Social Media, technology, Twitter, Writing

7 Reasons You Should Invite Guest Blog Posts

by Susan Young at 12:33 pm 5 Comments

Guest posts are a two-way street. There are benefits to being a good guest blogger (see my post yesterday -Part 1) — such as widening your circle, SEO opportunities and boosting your credibility and brand. Now for the flip side.

Why would you want to hand over your coveted podium (blog) to someone else?

It’s time for Part 2. Here are 7 ways you can benefit from having a guest post on your site.

1. It brings an engaged audience who will be exposed to your blog archives, business and website.

2. It allows you to boost your credibility — especially if you have a recognized industry leader (your hero or mentor). ”Birds of a feather….”

3. It provides your readers with a fresh style of writing, opinion and insights.

4. It builds your visibility when both of you are cross-promoting and marketing.

5. It gives you a break and some time to recharge your creative battery.

6. It helps with Search Engine Optimization, page rankings, and name recognition.

7. It allows the guest blogger to assist in driving traffic to your site–through pings, social book marks, links and RSS feeds.

One critical reminder: If you team up with someone who is going to guest post, be sure to review their content and links before you hit the ‘publish’ button.

Finally, here’s a great resource that Jessy Troy offered in her comment on Part 1 of this post. ”My Blog Guest” connects people who are looking to guest post and those interested in being a guest blogger. http://myblogguest.com/

(Photo Credit: JLM Photo)

Filed Under: Blogging, Business, Communication, Creativity, Online Marketing, Social Networking, Success, Writing Tagged With: blog, blog posts, Blogging, blogs, business growth, credibility, Marketing, Social Media, Success, technology, Writing

10 Tips to Being a Good Guest Blogger

by Susan Young at 4:15 pm 11 Comments

An important way to market your brand, name and business is to provide a guest blog post for someone else. In part 1 of this 2-part post, I’ll share tips on how to connect with key people and work through the details of a top-notch post. In part 2, I’ll offer you tips on how and why you should allow others’ to provide a post on your blog.

Here are 10 points to consider about guest blogging.

1. Identify a leader in your industry or niche that you want to break into. Learn about their online activities, groups, chats, Tweets and followers. Target someone with a large and loyal base who is respected. Someone whose opinions you generally respect as well. Retweet their material/content and develop an offline conversation and relationship. Comment on their blogs. After a few exchanges, days or weeks, ask them politely if they are willing to have you provide a guest post.

2. Have something specific you want to address—but be open to their ideas. Do your homework by reading their old posts and articles. You want to know what their area of expertise (passion) is, and how your expertise and insights would be a nice complement. They may have a specific issue or angle in mind for you. A dialogue to agree on the topic is always helpful. One essential is to provide something new (not repurposed or recycled). New material helps with SEO.

3. Ask for details. Logistical information is important, like a preferred word count, title, links, your headshot/byline/bio box, deadline, and when they will actually publish the post. Another essential is to agree on who will actually “post the post.” Will you have access to the back-end for the upload, or will they handle the tech part?

4. Cross-promote from both ends. Ask for –and get agreement– that both of you will market and promote the post in your own Social Media networks and channels. In addition, agree that it won’t be a one-shot plug. Intermittent cross-promotion can work for several days or weeks.

5. Manage the comments. Understand how you will be notified when comments are posted, and be prepared to respond in a timely manner. Also find out if the host will be commenting or responding. What about potential for negative feedback; who handle that?

6. Determine the writing style. Will you do a straight post, a list, or Q&A format? Consider a video post too.

7. Know who has the final say. In other words, will your post be edited, or changed in some way before it’s published? Proofreading for a basic typo is one thing but who has final editorial control?

8. Do the analysis. Does this site reach the audience you want to connect with? In the due diligence process, look at page rankings, click thru’s and search engine data to determine if this site is a good audience for you. If it is, study the stats after your guest post to see the traffic and interest that was generated.

9. Consider asking the other person to guest post on your blog. Bringing someone with name recognition and credibility onto your site is important as well.

10. Keep the conversation alive. Continue with Item #1 and take time to build the relationship with your new friend. There may be opportunities to partner on additional activities, or to repurpose your post for their newsletter, a BlogTalk Radio interview, etc.

Guest posts will help expand your circle. These small–and large details–will keep things clear so there’s little chance for misunderstanding. Consider this your punch list, and get going! Send along your success stories

(Photo Credit: tomas_fitnesscoach)

Filed Under: Blogging, Business, Communication, content, Creativity, Marketing, networking, Online Marketing, Social Media, Social Networking, Success, Writing Tagged With: articles, blog, blog posts, Blogging, blogs, Business, Communication, credibility, Marketing, message, networking, Relationships, Social Media, Success, technology, Twitter, Video blogs, Writing

How to Overcome Writer's Block and Create New Content

by Susan Young at 5:48 pm 4 Comments

Do you want to create new content? I just found out about a new (free) resource to help you overcome Writer’s Block. I’ll share the link with you—and two more resources—in this short video.

httpv://www.youtube.com/watch?v=DJW-siyED0w

Filed Under: Blogging, Business, Communication, content, Creativity, Social Networking, Success, Writer's Block, Writing Tagged With: articles, blog, blog posts, Communication, content, Creativity, message, Social Media, technology, Writer's Block, Writing

50 Summer Slowdown Success Strategies

by Susan Young at 5:23 pm 7 Comments

Got downtime? Bored? It’s time to kick start your success.

Here are 50 things you can do this summer to prepare for a triumphant rest of the year. Granted many of these don’t sound like fun, but if they were fun, they’d be called vacation. These little things can make your life less stressful and easier to manage day-to-day. You may even develop a new habit!

1. Clean up your database.

2. Sort through your Favorites and Bookmarks. Categorize them and delete the ones that are no longer relevant.

3. Find pictures you can use for future blog posts.

4. Hire a coach.

5. Read a business or motivational book that you haven’t had time for.

6. Go paperless when possible. Shred or toss any old papers you don’t need.

7. Read the magazines you’ve been holding onto for the past seven months.

8. Get rid of the magazines you’ve been holding onto for the past seven months.

9. Contact someone you admire and invite them to coffee or lunch.

10. Become a mentor.

11. Volunteer with a local nonprofit that can benefit from your business expertise.

12. Update your Social Media profiles.

13. Get a new headshot or avatar.

14. Clean out your desk drawers, car and briefcase/computer bag.

15. Take a course you’ve been meaning to sign up for but haven’t had the time.

16. Develop a survey for your blog or customers and get feedback on your products and services.

17. Review and update your crisis communications plan (you have one, right???)

18. Read a biography of a famous leader like Gandhi, Reagan, FDR or Florence Nightingale.

19. Write a handwritten note to five former or current clients to let them know you’ve been thinking about them.

20. Make a few videos for your website.

21. Determine a few online chats that can help your business and participate in them.

22. Make a list of 100 things you want to do in the next 10 years. Then get started.

23. Keep a gratitude journal.

24. Take a class on public speaking. It’s a must for successful business leaders.

25. Turn off your technology for a day and slow down. Trust your intuition.

26. Create a vision board to keep you focused on your picture of success.

27. Attend a meeting, conference or seminar that you’ve been too busy for.

28. Write down your goals for the next six months.

29. Refine your elevator speech, pitch and Unique Selling Proposition.

30. Archive and delete old e-mails.

31. Back up your blog, website and computer—every day!

32. Write a note to your favorite old boss or mentor, telling them what they taught you and how much you appreciate them.

33. Unsubscribe to all the e-mails, newsletters and other crap you receive but don’t care for.

34. Take a book or audio CD off of your shelf and share it with a colleague, client or friend.

35. Find three new ways to market yourself or your organization.

36. Update your resume, bio and website.

37. Research awards or contests in your industry that you may be eligible for and mark your calendar for deadlines.

38. Dump old marketing materials that are now dust-collectors in the storage room or closet.

39. Learn and apply a new technology skill or application once every week or two.

40. Pay attention to the news and write a press release or editorial that connects the story to your expertise or company.

41. Gather your co-workers or staff and go bowling.

42. Review your various Social Media groups and chats. Make adjustments as needed.

43. Write down five things you are afraid of doing. Do one of them. Then repeat.

44. Read “The Four Agreements” by Don Miguel Ruiz.

45. Subscribe to the blogs of five leaders in your field–or your competition.

46. Make a list of 10 reasons you went into your profession and why you are passionate about what you do.

47. Learn self-mastery.

48. Jot down 10 negative experiences you have had and what you learned from each of them. There is always a positive lesson to take away.

49. Take an occasional day off and do nothing.

50. Write a personal mission statement that reflects your values and integrity.

Come September, you’ll be glad you did some of these. I’d love to hear from you and find out about your success! Comments welcome.

Filed Under: Blogging, Business, Communication, Leadership, Marketing, media, Motivation, networking, Online Marketing, Public Relations, Social Media, Social Networking, Success, Writing Tagged With: articles, blog, blog posts, business growth, Communication, customers, Marketing, media, Motivation, networking, nonprofits, press releases, Self-Confidence, Social Media, speakers, Success, technology, Twitter, Video blogs

Your A-Z Guide to Successful Media Relations and Publicity

by Susan Young at 5:19 am 7 Comments

Getting publicity seems to be mysterious to many people in businesses and nonprofits. As a former radio news reporter and news director, I’m happy to share 26 insights and tips into the mindsets of reporters and how they decide what’s newsworthy.

A is for ask yourself, “Why am I writing this press release or pitching this story; who cares?” If the answer is they (the public) don’t, scrap it.

B is for be persistent but don’t be a newsroom pest (pest is a four-letter word in persistent)

C is for create curiosity. Pitch your story in a fresh and compelling way so the reporter will want to learn more. Pique their interest.

D is for don’t tell them how to conduct the interview. They will tell you what they are looking for.

E is for essence. Capture the essence of your story in one or two lines.

F is forget about your schedule. Work around their deadlines and accommodate them. Newsrooms don’t operate in 9-5 mode.

G is for gather information about the topic, questions, format and length of the interview ahead of time so you can prepare.

H is for honesty. If you don’t know something, be honest and get the information in a timely way. Always follow-up and deliver what you promise.

I is for interruption. Most reporters look at PR folks and others who pitch stories as interruptions. Beware.

J is for just cut to the chase. Reporters and news decision makers are on extremely tight deadlines and typically aren’t too chatty.

K is for know your stuff. Don’t pitch a story you don’t thoroughly understand. If you don’t get it, how can you possibly explain it to someone else?

L is for look at their work. See what their archived interviews, stories and blogs are about. This will help build a relationship.

M is for make news, not news releases. Anyone can write a press release. The key is to get it placed. 10 press releases, zero coverage. You lose.

N is for newsworthy. Understand what constitutes a good news story. Does yours fit the bill?

O is for off the record. Know what this is, how to use and when to use it.

P is for put a face on your story. Include someone who is directly impacted by your news. This is not the CEO, Board President or Spokesperson.

Q is for quiet down and listen to what they are asking for. If a reporter requests a headshot, don’t send a bio. They have enough irrelevant “stuff.”

R is for respect the concept of breaking news. Don’t pitch your story unless your expertise connects to the news of the minute.

S is for “Simplicity Rules.”

T is for timing. Don’t pitch yesterday’s news. It’s stale. News is fluid and always changing, especially with real-time Social Media.

U is for understand the difference between a trained journalist and blogger who follows the news. Huge difference.

V is for visuals and voice. Print and TV reporters need action and video. Radio needs a voice (audio). Some stories are just better for one medium or another.

W is for wow them with your writing.

X is for x-ray your story. That’s right— know your story inside and out. Especially if there are skeletons or bones in the closet…

Y is for you can be replaced. A reporter can find lots of people in your field to include in their story. They don’t need you. Be easy to work with and help them get their job done. Soon they will be calling you.

Z is for zero in on the hook and angle the reporter or producer is looking for.

Practice the ABC’s and you’ll be building your credibility with the media…and getting publicity.

Filed Under: Blogging, Business, Communication, media, News, Public Relations, publicity, Social Media, Writing Tagged With: articles, audience, blog, Communication, credibility, interviews, media, News, PR, press release, press releases, Public Relations, publicity, Social Media, Writing

25 Tips to Improve Your Business Marketing

by Susan Young at 4:58 pm 8 Comments

Connecting your social media channels, contact information, and marketing materials can have a significant impact on attracting more prospects and increasing sales. Don’t you want more people in your pipeline?

Let’s make sure you’re using all of the marketing avenues that are available to cross-promote your organization. Your website and/or blog should be your main hub. All roads lead there.

Some of these checklist items may seem like no-brainers. However many businesses and nonprofits fail to use them. I’d hate to see you lose marketing and publicity opportunities.

With that in mind, consider these 25 points:

My Twitter profile includes my URL. My LinkedIn profile features my FB and YouTube links. My Yelp account has my blog and URL, etc.
My e-mail signature line includes my Twitter handle, social media links (“Connect with me on LinkedIn—-”), blog link, and URL.
My electronic newsletter promotes my URL , social media profile links, blog, and upcoming events.
My video marketing (YouTube, Viddler, MetCafe, and MySpace) mention my URL and blog (spoken or on the screen).
My bio box for bylined articles includes my website, a live link to my newsletter and videos, and links to network online.
My traditional marketing materials for human-to-human networking always have several ways to connect with me-through my website and blog.
My press releases include my URL.
My profiles invite people to sign up for “free stuff” on my website.
My blog posts, including guest posts, provide links and keywords that drive readers and viewers to my site, products, newsletters, articles, and archives.
My Pay-Per Click Ads and Google Adwords direct prospects to my website and blog.
My media interviews mention my URL or blog in a very subtle way with the focus of sharing resources to help the public, not to sell anything.
My handouts and giveaways at presentations and public speaking engagements always have my URL and contact information.
My business cards now include social media contact information (ditch the fax number and add LinkedIn or Twitter)
My Annual Report, Capital Campaign drive, or end-of-year letter to clients and prospects include various ways to connect online.
My white papers and case studies provide live links and contact information.
My Op-Ed articles and Letters to the Editor include my URL.
My 30-second elevator speech ends with a memorable catch-phrase and my website address.
My introduction for speaking and presentations (different than my bio) has my web address or blog.
My website cross promotes all of my content: articles, newsletters, social media profiles, videos, products, webinars, interviews, and blogs.
My calendar listings, community promotions, and public service announcements have my URL or blog link.
My paid advertising in traditional media provides a link to my website, blog, and other resources.
My comments on other peoples’ blogs include my website link.
My participation in online chats which allow quick “wrap-up plugs” include my website or blog links.
My signage for displays and exhibits at trade shows and conferences prominently mention my website.
My e-mail marketing and autoresponders include links that connect back to my site through free resources, blog posts, and videos (a.k.a. “the back door”)

As you work to include these opportunities, be sure your website and blog are in good shape. Your website should be easy to navigate, delivervaluable information, has a call-to-action, and is interactive and current.

Your Goal: Create a marketing buzz that piques curiosity and draws people to you. Be everywhere.

Filed Under: Blogging, Business, Communication, Marketing, media, networking, Online Marketing, publicity, sales, Social Media, Social Networking, Writing Tagged With: articles, blog, blog posts, Business, business growth, interviews, Marketing, nonprofits, Online networking, press releases, Social Media, Social Networking, speaking, Twitter, Video blogs

Specializing in social marketing and business communications training

Susan at Ragan Communications

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