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Beyond SEO: 3 secrets to finding your real audience

by at 5:09 pm 7 Comments

painted window view“The game has changed in the SEO world. You’re not just looking at clicks; you must know the value of a visitor and start to quantify it.” 

That’s the message from Melanie Mitchell, Senior Vice President of Search Strategy and Marketing at Digitas, a global integrated brand agency. During our recent interview, Mitchell shared the following ways for businesses to create content and convert prospects into customers. 

1. Understand consumer behavior at its core. Businesses must know what the consumer is doing across content, social, mobile, and search. We can’t think about silos of search or social strategies. We have to look at where the consumer is and then make sure we’re intersecting that consumer at their point of interest.

2. Understand the search journey. We have to measure analytics at a deeper level that just clicks. Most people begin with a generic search and are led down a certain path as they gather information online. Fully understand the consumer’s journey. What tools are they using and what tools do you need as your paths intersect?

3. Understand how people use your content.  Are they engaging with you, sharing it, converting, and increasing your revenue?  You must determine if you have the right message. And if it’s not the right message and content, what do you have to do to course correct?

How does Mitchell bring it all together? ”It’s really about finding your audience. What’s their journey; how do you connect with them?”  

Recommended: Mitchell says she’s big fan of BrightEdge, a free measurement tool. ”You can cut and slice data in many interesting ways. You can look at what’s happening in your video, content, image, and shopping. But you can also look at the competitive space in social and who is winning in these areas. This will help you decide if you want to play in that space and find out if there’s an opportunity to cut through the noise. BrightEdge lets you track it, not just from a traffic standpoint, but at the conversion level.” 

PS: If you want hundreds of tips on content, blogging, marketing, and PR pitches, check out The Badass Book of Social Media and Business Communication. 

Filed Under: BrightEdge, Business, Business trends, content, Metrics, SEO, Social media measurement Tagged With: , , , , , , , , , , ,

5 (more) things every social content marketer must know how to do

by at 10:01 pm Leave a Comment

In business, 2012 has been a banner year for social content and marketing. How have you fared, and where are you heading in 2013?

The Content Marketing Institute’s latest report, B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends concludes that marketing on the major social channels grew approximately 15-20 percent as compared to 2011. 

As more of us jump on the social content bandwagon, I wanted to share some thoughts and resources that can help.

Here are five things social content marketers must know how to do:   

 1. Repurpose and reimagine your content. This means curation, updating older posts, and much, much more. 

How to build and operate a content marketing machine

Two funnels, two types of content marketing 

2. Embrace visuals.  Prospects like to see things. Remember show-and-tell in grade school? Effective online marketers know that the ‘show’ element rules.  Think beyond infographics.  Consider video testimonials and fun images. And yes, charts and graphs with hard data are part of the mix, too. 

12 ways to visualize data, without infographics

 64 Pinterest marketing tips and tactics

Photo sharing for your B2B online marketing

3.  Use keywords to create quality content for your target audience. If it’s B2B or B2C, you must have a constant handle on the trends and challenges affecting prospects and clients. If conversion rates are on your mind, the following links will come in handy.

31 easy ideas to create content your customers want

Tools and resources for keyword search  

4.  Cross promote your content. Cross channel marketing, which includes online and offline, mobile, display ads, and e-mail campaigns, ought to be the centerpiece of your strategy. Businesses and brands that use this approach on a regular basis will lead the content marketing pack in 2013. 

6 steps to a cross channel marketing plan

Report: Cross Channel Marketing in 2012

5 lessons in cross channel marketing

5. Be sticky. Malcolm Gladwell covered this in his best-selling book, The Tipping Point. What makes some websites, blogs, products, and brands explode and stay on top for the long-haul?  

Let’s get sticky!

Is your website deliciously sticky?

5 secrets of shareable content

Finally, here’s a gem from Gary Friedman of Restoration Hardware. ”Great brands don’t chase customers; customers chase great brands.” 

 

Filed Under: Branding, Business trends, content, Digital, Online Marketing, Social Media Tagged With: , , , , , , , , , ,

8 tools to finding the content people really want

by at 9:36 pm 7 Comments

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.

  1. 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: , , , , , , , , , , , , ,

5 ways to get publicity during the July 4th holiday

by at 3:26 am Leave a Comment

Long holiday weekends like July 4th bring the news cycle to a screeching halt.  This year, the U.S. celebrates Independence Day on Wednesday.

But even though most are distracted with barbecues, fireworks, and sunburn, newspapers and electronic media still need fresh, new content to fill their pages and airwaves. Summer is typically slow in newsrooms as schools and state legislatures are out.

This is where you come in.

Many pitches that seem weak during a busy news cycle can easily grab the attention of a reporter during long weekends and holidays. This is one instance our 24-hour news cycle is good for PR practitioners.  

Here are five easy tips for getting publicity during the holiday week:  

  •  Plan in advance. This year, July 4th is on Wednesday. Many people are taking off part the beginning or end of the week to make for a long weekend. A lot of offices are closing early on Tuesday. Translation: It’s time to hustle. If you send your press release or pitch now,  reporters can use it anytime between now and July 9.  Your sleeper story on a busy news day could be a big headline over the extended holiday and even into next week.  
  •  Keep it undated. “Evergreen stories” with no real date attached to them are ideal for coverage in a slow news cycle. You may be pleasantly surprised to see it picked up a few weeks after it was sent.
  • Focus on business and hard news. Stay away from the typical seasonal stories that bore us all to tears. Hard news and business stories are perfect for these time periods. Think about trends in your industry. 
  • Make predictions. What will the next six months of 2012 look like? What trends, challenges, and legislative issues lie ahead? The key is that the voice of your company is willing to say something. He/she must be prepared to take a position and make a bold statement. For instance: If real estate is your specialty, make a forecast about the housing market or interest rates. People who are fearful of doing this or “don’t like the press” won’t get much press. Holiday or not. 
  • Get creative! Cause-related marketing is also a good opportunity to shine. For example, most groups conduct holiday food drives in November and December, yet there are plenty of hungry people in July. Launch a summer food drive with a local nonprofit. Human interest stories are always fun this time of year, too.  If you (or your client or boss) enjoys surfing or kayaking, invite a brave reporter to come along. It makes for great visuals.

 

Take advantage of this window of opportunity by planning ahead and thinking creatively. Reporters will appreciate your efforts and you’ll be building critical relationships for future pitching and PR.

Filed Under: Business, content, News, publicity Tagged With: , , , , ,

8 tactics every content marketing pro must know

by at 7:31 pm 1 Comment

They say PR has morphed into content marketing.

Weren’t PR pros creating press releases, story ideas, product information, events, and pitches (aka content) long before social media? Armed with the “purple snowflake” we had the arduous task of marketing our brilliance to reporters and decision makers. The only change I see is that we are generally sidestepping traditional media and heading straight to the consumer.

So content marketers we are. And we are storytellers.

Here are 8 points and a whole bunch of links (22 in all) to help guide you through the transition:

1. Begin the journey. In content marketing — as in most things in life — organization trumps chaos. I offer you templates so you don’t have to reinvent the wheel. As Joe Pulizzi writes, “Process and constraint drive creativity…we have rules so we know when we’re breaking them.”

 

2.  Consider yourself a publisher. You may never have imagined you would be in the publishing business. “That’s not what I signed up for.” Damn.  With the voluminous amounts of information to share, and the platforms available to tell your stories and reach the public, publishing is the new black. We don’t need Hearst or Ted Turner to get in touch with the masses. You and I are it.

 

3. Identify the content. How can you determine what your readers want? What is your competition doing? Think Google Keyword tools, trending websites, and surveys.

 

4. Develop leads through content marketing. Why are you creating and marketing content? You help people solve problems, build trust, and grow business. As a result, you will get leads and referrals to grow your business, too. It’s a beautiful thing.

 

5.  Obey the 10 Commandments of Content. There are many layers of digital marketing and channels available to each of us. Here are some ideas. Which ones are you currently using? Which ones can you explore in the coming weeks?

 

6. Understand the role of curation in content marketing. When you have a true grasp on quality content, consider expanding into the curation aspect of social media. This approach can add enormous credibility to you and your organization. Keeping in mind that you’re a publisher, it’s time to help those in your pipeline by providing the “best” content that’s out there.

 

7.  Set aside the belief that journalists are the enemy. Journalists and former reporters are finding their way into small and large businesses because they offer vastly different perspectives on content and how to market it. Their training in news and how to produce compelling and fresh information from a new lens can’t be ignored.

 

8. Study the success stories. Success leaves clues. Read these articles and posts to get ideas and spark creativity for your own content, plan, and business.

 

Overwhelmed? Please refer to No. 1. If you need help, refer to No. 7 and follow this link.

Filed Under: content, Online Marketing, Social Media, Uncategorized Tagged With: , ,

The No. 1 way to successful content marketing

by at 7:04 pm 5 Comments

Developing fresh content, themes, and material for most business professionals is a constant challenge as real-time social media adds pressure to our lives.

The result: We need stronger content, well-timed topics, and an unyielding knowledge of our information and expertise.  

There are too many lost opportunities for businesses to build their credibility, influence, visibility, and revenues. It’s because: 

  • They’re unable (or unwilling) to connect the skills and talents they already have
  • They rebel against our new digital media
  • They dabble without a goal or plan

 

Then they bitch.  Sound familiar?

Consider this: Content + Communication = Customers = Revenue

When you consistently deliver solid information through digital channels — blogs, video clips, online chats, e-books, e-newsletters, Pinterest, and Blog Talk Radio interviews — you are subtly marketing your business and knowledge (aka content marketing).

The No. 1 solution to developing incredible content

If you’re panicked about the content piece, here’s your answer. I’ve been practicing this for 26 years. It’s works beautifully. And it proves that writer’s block is non-existent.

 In 1984, I launched my career in radio news. I was a street reporter, covering local and county government meetings and press conferences.

Day No. 3 on the job:  The news director sends me off to my first assignment. As I’m heading out the door, he barks, “Don’t come back without a story!”

Every news reporter lives this same mantra every single day. The rule is simple: If the story doesn’t smack you in the face, you better start digging until you find something relevant to bring back.

Most of the events I covered were interesting, lively, and controversial. Returning to the newsroom with a story was easy. But surprisingly, it was the mundane “wake me when it’s over meeting” that brought invaluable insights.

 The benefits of the mandate

 The “Don’t come back without a story” mandate forced me to hone my listening skills. I had to pay attention in a deeper and different way than I had in the past. My goal was to uncover the news nugget that my audience expected to hear.

 I was forced me to think creatively and strategically, understanding there was also an art to this work. Sound familiar?

 My “Don’t come back without a story” way of life meant there was no room for writer’s block.

 If you hit a brick wall when you sit down to write, it’s because your brain has accumulated dust. You haven’t been paying attention to the gems and nuggets around you.

Consider this: Inattentiveness + Procrastination = Writer’s Block

 Your new job title

You may not be a news reporter, but you can be life’s little observer.

Carry your electronic gadgets or journal everywhere you go. Jot down quotes and bits of life that you stumble upon. At the end of each day, review your notes. Most will be useless; the rest will be priceless content that can tie directly back to your business. Be creative. Bring it full circle.

Like me, you are surrounded by remarkable people and funny stories that can easily tie back to your expertise. Pay closer attention to breakfast chatter. Eavesdrop on a conversation at the dry cleaner. Listen to the chit-chat in the elevator. Be a ninja.

As this habit forms, you’ll quickly realize the world is your pipeline of fabulous and fresh material for success.

Your daily assignment: Don’t come back without a story.

 Need help with this? Click here.

Filed Under: content, Marketing, Online Marketing, Writer's Block Tagged With: , , ,

5 time-sensitive phrases to avoid when blogging

by at 2:44 pm 4 Comments

Real-time is the name of the game in our digital space. Why do so many bloggers and writers insist on beginning their prose with old, outdated, and stale references to time and “current” events?

Here are 5 phrases to avoid in the opening/intro of your blog. By the way, these are real. Not real-time, just real blunders.  

1. “Three months ago…”

      My take: What were you waiting for? I’m outta here.

2. “When I attended the XXX conference in Vegas a few weeks ago…” 

       My take: I wasn’t there, it’s old, goodbye.

3. “Five years ago when I wrote an article on…” 

      My take: What rock have you been under?

4. “A study from 2010…” 

      My take: Tell me something new. Until then, I’ll be napping. 

5. “Industry leaders debated the March, 2011 research…” 

      My take: Where were you in March? 

Author Eckhart Tolle writes in his best-selling book, The Power of Now: “The time is Now.”

And by the way, if you need ideas and help with blogging, writing, and content, I invite you to sign up for my free, 21-day video series, “Speaking of Communication.” 

Filed Under: Blogging, content, Social Media, Writing Tagged With: , , , ,

Your A-Z Guide to Successful Business Blogging

by at 5:05 am 25 Comments

Are you ready to launch a blog or ramp up your existing one? 

Here are 26 tips to help you on your blogging  journey:

Add pictures, visuals, and images to your posts to communicate with readers on different levels.   

Be the solution.  Help people solve their problems. Solve, don’t sell.

Consider all multimedia platforms such as video blogs, podcasts, and audio clips.  

Define who you are, who your audience is, and what benefits blogging may bring you.  The bottom line: Why are you blogging?  

Eavesdrop on conversations to help you develop new content. 

Forget the word count. Be clear and make your point. That’s it. 

Grab people’s attention from the get-go with compelling and punchy headlines. 

Highlight text, subheads, key phrases, and lists to emphasize important points and make your posts more reader-friendly.

Interact with your readers by asking them questions in your posts and responding to comments.  

Jump into the fray. Don’t be afraid to take a stand on an issue or controversy in your niche or field. Boldness counts. 

Kill the negative self-talk and judgment. You don’t have to be a professional writer to be a great blogger.    

Listen to the conversations in chats and groups to determine what people are “stuck” on. There’s your content.

Move people emotionally through your words, language, metaphors, real-life experiences, and humanity.

Notice what other bloggers are doing. Get ideas on layout, colors, design, content, and self-promotion.

Open your eyes, heart, and mind. We’re in uncharted waters.

Position yourself as a credible resource in your field. Become the “go-to” guy (or gal) 

Quit taking it personally (Q-TIP) if no one comments on your blog. Comments do not equal readers. 

Remember we are in a real-time world. Post often so your blog doesn’t become static and stale. 

Simplify your words. Blogging is not business writing, even though you’re probably writing about business. Be conversational. Consider yourself a creative artist. 

Try using patience. You may get frustrated or overwhelmed with the pressures that come along with a blog. This isn’t a short-term commitment with fast results. 

Understand the analytics, metrics, search engine optimization, keywords, and other important tools to help you determine content, audience, readership, and more.

Vary your posts but not your expertise. Stick with what you know without painting yourself into a corner.  

Write when you have something to say. Your readers will appreciate it.

X-ray your life. Take a close look into the body and soul of your professional career and personal experiences.  Shine a light on them to diagnose your ”lessons learned.”   The result: Content. Lots of it.

Yearn for more. Your curiosity and willingness to learn about new trends in your industry, technology, and life in general will serve you well in your blogging endeavors. 

Zero in on your readers. Write as if you’re speaking directly to them. A blog is merely the medium (vehicle) to reach mass amounts of people.  Make each one feel special and connected to you. 

Now I know my ABCs…

One final note: 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, content, Writing Tagged With: , , , ,

The Golden Rule for Creating Tons of Great Content

by at 1:32 am 12 Comments

Social media is putting pressure on all of us to develop solid content for our websites, e-zine articles, and blog posts.

The feelings of writer’s block and a lack of creativity are frustrating. I’d like to offer you a solution. 

It’s the golden rule I learned 25 years ago when I started my radio news career as a street reporter in New Jersey. It’s at the core of our world today in social media. 

The Golden Rule  

In addition to anchoring on-air newscasts, my job was to cover community events, press conferences, and government meetings. The first day in the newsroom, my boss growled at me, “Don’t come back without a story.”  This my friends, is the golden rule. 

Every reporter, whether it’s print, radio or TV, has heard the same mantra. It’s the marching orders for all news pros. I suppose we have to earn our keep. So do you. 

How It Works

I would go to these meetings and events and often didn’t know what issues or things would pop up. Sure there were agendas, but there public portions and no one knew who would stand up to speak, or what they would talk about. That was part of the thrill. For the most part, things were interesting.  There were controversial issues with huge impacts on people, businesses, and quality of life. Trash incinerators, massive construction projects, corruption, murders, taxes, and more.  These were all good opportunities for interviews and snappy sound bites.

But there were also times when it wasn’t easy. I knew the rule:  ”Don’t come back without a story.”  I’d look at the meeting agenda and it seemed mundane. 

This forced me to listen in a new way. All I heard in my head was the gruff bark of my boss, “Don’t come back without a story.”  I’d have to keep my radar up and really pay attention. I had to always “be on.” I had to be more creative and listen for tidbits and nuggets to uncover.  They were there; and it was my job to find them.     

What This Means To You: Your 5-Point Action Plan  

Even though you’re probably not a news reporter, we’re in a fiercely competitive world desperately searching for content. To meet this challenge, you always have to “be on.” It’s about keeping your radar in life fully activated. 

I challenge you to live each day with the mantra: ”Don’t come back without a story.”

Here’s your 5-point assignment:

1. Awaken and fall asleep each day with a journal or small notebook in arm’s reach. Carry it with you all the time.   

2. Start to listen in different ways to your breakfast conversation, a dialogue in an elevator, or a talk you have with your mechanic.  Watch people.  What are they saying or doing that can tie back into your world? Be curious. Jot things down. Don’t leave anything to memory. 

3. Understand all the content you need is in front of your face. Connect what you’ve seen and heard back to your expertise, business, products, customer service, vacation, and computer crash. Think about how it fits in with trends in your industry.

4. Remind yourself that you are ’always on.’ Pay attention!

5. Remember your goal: “Don’t come back without a story.” 

At the end of each day, review your notes, phrases, and nuggets. Select at least one topic that you can use for your blog, newsletter, bylined article, or video. 

You’ll soon notice an improvement in your creativity. 

Now that you know the rule, I’m sure you’ll come up with some great ideas.  I hope you’ll share them. 

Filed Under: content, Creativity, Social Media, Writer's Block Tagged With: , , ,

8 Ways to Increase Traffic to Your Blog

by at 9:00 am 8 Comments

No one likes to sit in traffic but everyone wants traffic. Suddenly, traffic is good.

To drive readers to your blog — and keep them coming back — here are eight tips to consider: 

1. Stick with one thing. It can be broad but it’s important that you know (and love) your subject matter. This helps to build your brand and online persona. Your blog is like a long-term relationship. You love it and you stay together. When you focus on your niche, and are passionate about it, readers will come to respect you as an expert in your field. Trust and passion shine. 

2. Read everything in your industry. We are blessed with an abundance of resources and information. Stay current by reading the opinions and rants of others in your field — including competitors. Look and listen for trends. This leads to quality content. No time you say? Turn off the TV. Just a suggestion.

3. Write for the reader. Blogging is not a 300-level college business class. If someone wanted that, they’d buy a textbook. Write as if you are speaking to one person. Conversational, casual, and meaningful. I believe that people don’t want to follow your blog. They want to follow you. Reach out to them through your words, experiences, and expertise. Let them get to know you. Then they’ll come back — and bring friends. Stuffy sucks. Don’t you agree? 

4. Solve their problem. When you consider yourself a problem-solver and not a salesperson, people will be attracted to you and your  message. Write with the sole purpose of helping your reader to ease their challenges. It’s not about you. Be the solution.

5. Involve them. You may think the only interactive part of blogging is the comments section. Think again. Ask your readers a question. Get into their heads. They’ll feel as though you’re connecting directly to them. Here are some examples:  

  • “Your thoughts?”
  • “Did you ever burn the roast minutes before your guests arrived? Here’s how to avoid cooking disasters.”     
  • “Stuffy sucks. Don’t you agree?”  
  • “If you’re like me and hate the airport….” 


6. Keep it reader-friendly. Catchy, relevant headlines that impact people will compel them to read on. Grab their attention with short and punchy sentences. Use images and pictures to break up the text. Use bold or italics to emphasize key points. We are all skimmers and scanners who quickly glance at something to see what jumps out at us. Give them nuggets.  

7. Forget the “rules.”  I don’t know about you, but I hear a lot of buzz about editorial calendars, the number of posts you should write, and word count. There are no rules. It’s whatever works for you. Don’t over think because it will paralyze you. Here’s what I believe. I use a journal to write down ideas and notes that spark my creativity. I don’t need a calendar to tell me when to write. When I “feel” it, I write. Art can not be forced. Quotas: I don’t like them. I prefer to write quality content that’s relevant and inspiring. It may be two a week or four a week. Who knows? On the word count issue, just make your point. There is no word count. Make every word count.   

8. Focus on the positive. Sure the economy stinks and some people are mean. If you’re in a bad mood, don’t write. You’ll only be spreading poison. The goal is to draw people to your blog, not drive them away. 

Another key way to engage people—especially ”non-readers” —is to use video blogs. Sprinkle these into your repertoire from time to time. Vlogs allow viewers to hear your voice and observe your style. It’s a fabulous way to build rapport. 

Filed Under: Blogging, content, Writing Tagged With: , , ,
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