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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 signs that PR leaders are impacting business results

by at 3:44 am 2 Comments

Public relations is coming into its own and the industry appears more than ready to embrace a new level of respect.

How do I know this?

Consider the following points:   

1. PR is more strategic than ever. There’s an increased understanding that a broader view of business is required in today’s marketplace. PR pros who fully grasp how their work directly impacts sales and marketing are sitting at the table with the C-suite. Messaging and money go hand-in-hand. 

2. PR pros are communicating like project managers. We are tracking the minutiae in our assignments. We are in constant communication with team members. Our work is completed on time and under budget. That’s because we can course correct in the midst of a project instead of running out of time and resources. We’re using online spreadsheets, graphics, and images to track progress, next steps, and metrics. Communicators are getting better at this thing called communication.

3. PR pros—the good ones, anyway—are buying into the vision. These are the passionate ones; the folks who are curious and courageous. Those who lack passion, including managers, are crap magnets that are blind to the company vision. Passionate PR pros understand the work that needs to get done every day to achieve more and compete in a fierce market. They surround themselves with like-minded people, leaving no room for the mediocre.   

4. PR pros are well-versed in more than just one language.  The smart ones are able to speak to their clients in their own industry language. Whether it’s Software-as-a-Service, designer jewelry, healthcare, or aerospace engineering, PR stars shine brightest when they can hold their own and engage with niche clients.  These PR leaders exude the confidence and knowledge to not only be invited to sit at the proverbial table, but to actually offer ideas and insights as a valued member of the team. Courtesy seats with the C-suite rarely exist.  

5. PR pros recognize what is required to service business-to-business clients. Delving into the needs of the customer’s customer helps solidify B2B relationships. Creativity and projects move to deeper levels and vertical markets, which has customers coming back, and offering referrals. It’s simple.  You get it.    

Business and motivational speaker Denis Waitley said: ”Your success depends on how well you think. You are not paid to collect, sort, store or retrieve information, although you do these things every day. You are paid to interpret that information and create and implement new ideas.”

As we head into the last quarter of 2012, it’s clear that PR means business. Would you agree?

 

Filed Under: Business, Communication, Creativity, Leadership, Metrics, PR, sales Tagged With: , , , , , , , ,

12 things every business blogger should know how to do

by at 4:28 am 9 Comments

Trying to navigate the blogosphere and find your own voice? It’s easy to have an identity crisis as you work to create the persona of your dreams.

 I find that blogging isn’t that difficult until educated, professional, bright grown-ups begin to overanalyze things. Most know the basics; hell we got through high school, college, and years of work. Suddenly we can’t put together some rudimentary thoughts on a topic we (likely) have been involved with for years. Be brave. It’s a new world. Kind of.

Consider these 12 things that every blogger should know how to do:  

1. Make your own rules. Don’t get stuck with someone else’s belief about word count, frequency of posts, and editorial calendars. Work your blog based on what feels right for you and your readers.     

 

 2. Stick to what you know and enjoy. When you write about topics you’re well-versed in and passionate about, it comes through loud and clear. This will help build your credibility as an expert in your field. It could also be enjoyable.      

 

3. Identify your audience.  Take time to analyze where your ideal clients hang out online. Who are they and what can you do for them? Do you know their challenges? How can your knowledge add to their success? Hints: Survey Monkey, Google Alerts, chats, and Twitter. 

 

4. Write to express, not to impress. The secret to blogging lies in the writing. Yes, business blogs must be professional but they are not a dull white paper with stuffy jargon. Be conversational, say exactly what you need to say, and be done. It may be 50 words or 500. No one will care if you write in a compelling and helpful style. 

 

 5. Understand the art and science of writing headlines.  In our crazy, busy world, you’ve got eight words in your headline that must compel someone to read on. It’s about psychology, emotions, curiosity, and marketing. Master this.                       

 

6. Forget writer’s block.  There’s no such thing as writer’s block. Pay attention to people and the world around you and you’ll have a steady pipeline of topics to cover. 

 

7. Use video.  Video is the hot trend in social media this year. Not everyone is writer, and not everyone is a reader. We all learn through different communication modalities; some of us are more visual while others are more auditory. Enter video blogs (vlogs). Bonus: Record your video and have it transcribed so you can repurpose it.  

 

 8. Weave your personality into your posts.   Give readers a glimpse into your world. How can you do this while focusing on their needs and challenges? Always connect your experience back to them. Take a look at this first link and see what I mean. 

 

9. Encourage people to comment, and respond to them. Invite your audience to get involved by asking for their feedback, experience, or opinion. Be sure to check your comments daily and respond to everyone. After all, no one likes to be ignored. Blogs are interactive, not static. Invite the dialogue. 

 

 10. Find good images. Interesting visuals, pictures, and video snippets all add to the reader’s experience. Collect images and build your library. Entice visitors with visuals that help drive your message. Tap into their senses while showing your creativity. 

 

11. Understand the next steps. After people read your post, what do you want them to do? What’s the call to action? Sign up for a free newsletter, video, or webinar? List building and landing pages are essential to building a following, keeping in touch with your readers, and marketing to them in the future.

 

12. Write and upload your own post. Be sure you can do this from beginning to end in less than 30 minutes.  That means without the help of tech support or a web weenie.   

 

Building your online community takes time and focus. Commit to it and you will reap the benefits, both personally and professionally.

Filed Under: Blogging, Business, Creativity, Social Media 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: , , ,

7 ways to be a kick-ass blogger

by at 4:04 am 35 Comments

When it comes to blogging and creating content, clarity trumps confusion.

Some people have been blogging for five or 10 years. But for most of us, blogging is a relatively new communication medium. Too many people are unclear about what it takes to become a successful blogger.

Here are 7 ways for you to become a kick-ass blogger: 

  1. Kick-ass bloggers are clear on their expertise, niche, and passion. They don’t panic and lie awake at night trying to figure out their niche. They know they are the sum of all their experiences. They look at their professional and personal journeys and know what instinctively feels right. Lack of passion leads to lack of clarity, which brings on mental chaos, confusion, self-doubt, and sometimes therapy. 
  2. Kick-ass bloggers write when they feel inspired and compelled to share a powerful message that’s worthy of someone else’s time. If they feel like they need the structure of an editorial calendar, they use one. If they feel “trapped” by a calendar with topics, they don’t bother with it. They trust their gut.
  3. Kick-ass bloggers who aren’t professional writers are OK with that. They are conversational. They don’t get rattled  over grammar and style. They write from the heart; in their own voice and personality. Being a layman doesn’t stop them from participating. 
  4. Kick-ass bloggers look back at where they began and are proud of their persistence. They realize that the only way to be a kick-ass blogger is to keep practicing and improving. Their mantra: ”Just keep writing.” They are keenly aware that it takes a long time to get noticed. 
  5. Kick-ass bloggers have soul. They watch for lessons in life and those light bulb moments that lead to wordsmithing, editing, critical thinking skills, organization, and expression. They create content that moves, educates, informs, and entertains people because they are willing to show their own humanity.
  6. Kick-ass bloggers understand that comments, or lack of, may mean something, but it doesn’t mean the end of the world.  They know deep down inside that as they continue to write and attract readers, the comments will follow.  
  7. Kick-ass bloggers have studied and learned what their audience wants. They are clear in their role as a blogger. They relate to their community. They engage with all kinds of people and personalities.  They follow prestigious and well-known bloggers. They offer meaningful comments. They guest post. They analyze stats and traffic. They follow trends, know keywords, are aware of the importance of strong headlines and titles, and so much more. In the end, they consistently deliver.

They have earned the title of kick-ass blogger. Have you? Or are you still nervously biting your nails wondering why three people unsubscribed from your RSS feed yesterday?  

 

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, Creativity, Social Media, Writing Tagged With: , , ,

10 Easy Things You Can Do Right Now to Get Publicity

by at 1:48 pm 5 Comments

Feeling stuck for creative ideas? Do you need a ”burst of amazing” for your own business or PR clients? Here are 10 easy ways to jumpstart the process and create a buzz.  

1. Sit down with your colleagues, staff, or clients and ask them good questions about what they have been doing. This includes hobbies, vacations, and interests that they have that you’ve never known about or discussed. Brainstorm. Quality questions will bring quality information.

2. Google a few PR and marketing firms in other states or regions that you’re not familiar. Browse their posts and articles. By seeing the issues and topics they’ve addressed, you will open up your own creative channels.

3. Take a walk. Go to a new park  or downtown area with your journal or flipcam and just watch people. New environments spark curiosity, which is integral to creativity. Consider taking a day off and breaking with your routine.  Adventures are good.

4. Look back. Read your own archives of press releases, articles, newsletters, and blog posts. You can probably recycle a few or find ways to  follow-up. You can also read newspaper archives from a year ago to see what stories were in the news, and what may have changed. Is there a fresh angle to explore?  

5. Read a few magazines or newspapers that you’ve never seen before. What kinds of headlines, trends, and stories can you apply to your world?

6. Check out new social media chats and groups. You don’t even have to participate; simply observe the conversations. Find new websites to visit, identify and watch new movers and shakers, and bookmark new resources. Subscribe to a new newsletter or e-zine.  

7. Read a biography of a leader you admire and respect.  Whether it’s FDR, Rosa Parks, or Larry Bird, you’re likely to be inspired and get fresh insights into overcoming challenges and staying on course. Learn from the best and figure out how you can apply these life lessons in your business.  

8. Be “on.” Hard core news pros are always “on.”  Their news antennae are up at the dry cleaners, school conferences, and in the mall. Interesting people with fabulous experiences and ideas are all around you. Don’t discount or pre-judge anyone as “boring.”  Be curious, pay attention, and speak with people. Above all, let them do most of the talking. Your job is to be “Life’s Little Observer.” 

9. Monitor the bloggers and reporters you want to pitch. Look at everything they’ve covered in the past three-to-six months. Determine where you fight in. 

10. Consider new approaches. If you haven’t blogged or written a Q&A style format, go for it. Offer to write a guest post for someone with similar interests. Think ahead for the next 15-30 days. Is there a two or three-part series you can develop with a colleague, client, or friend?  Team up with a nonprofit and do something nice for your community.

Here’s the bottom line. Step out of your comfort zone and open your eyes, mind, and heart.

By the way, if you want to learn more about publicity, social media, blogging, PR, and creativity, I invite you to sign up for my free, 21-day video series, “Speaking of Communication.”

Filed Under: Creativity, Public Relations, publicity, Social Media Tagged With: , , , ,

How to Pitch Your News Story to The Wall Street Journal

by at 12:59 pm 28 Comments

on air signWhat’s the secret to grabbing the attention of a reporter at The Wall Street Journal? For the answer, I went straight to the source. I spoke with Gordon Deal, host of The Wall Street Journal This Morning, a syndicated business and news show that’s broadcast on 200 radio stations around the U.S.

Deal says he looks for three specific elements in an e-mail pitch.

1. The pitch has to be unique. “You have to think, ’Is our story going to improve the life or business of someone else?  How unique and relevant is it?’  That’s the filter I would ask someone to put themselves through when looking for a media hit.”

2. The pitch has to be concise. “We all get so many e-mails that we’re tired of reading them. The subject line is your ticket in. It’s got to capture the idea and the readers interest in just a handful of words. If I get so far as to open the e-mail, the final selling point has to be those first two lines because, chances are, I’m not going to get to that second or third paragraph. The sooner you can make your point, the better. Use the subject line to open door, and the first two or three sentences  to kick the door open and get invited in.”

3. The pitch has to be timely. ”We’re looking for people to provide relevance. Look at current trends. I do a small business podcast. Maybe you have a great marketing idea, or a different kind of lending and financing deal, or a unique take on hiring people from a large pool of candidates we have in this economy.”

If you want to pitch your small business story to Gordon Deal, his e-mail address is gordon.deal@wsj.com. His programs are available at http://www.wsjthis morning.com. Listen to the small business podcast at http://www.wsj.com/smallbusiness. Please let me know about your success stories.  I’d love to share them in a future post.

By the way, if you’re looking for tons of content like this on news, PR, Social Media, communication and business, sign up for my free 21-day video series, “Speaking of Communication.”

(Photo Credit: DPlanet)

Filed Under: Business, Communication, content, Creativity, media, News, Public Relations, publicity, Success, Writing Tagged With: , , , , , , , ,

5 Ways to Think Like a News Reporter

by at 1:42 pm 5 Comments

Kid pitching baseballI can’t tell you how many times I’ve heard the phrase, “Think like a reporter.”

Instructors, media pros, and PR wonks tell laymen this all the time. But what does it really mean? How do reporters think? And why do you need to be privy to this information?

You can’t effectively pitch stories to anyone in traditional or social media if you don’t understand how their minds operate.

I was a news reporter. Please, allow me.

Here are five tips to help you figure out what they are looking for in a story.

1. Answer the question: “Who cares?” Every time someone pitched me a story, the overriding, nagging question in my mind as I listened or read was, “Who cares? Why should I cover this story?”  When you write your pitch or press release, be sure you can answer that question. This is about the content the reporter or blogger provides to their core demographic; their audience. Consider this powerful statement: How does my story affect and impact their audience?

2. Understand the medium. Some stories have great visuals and are perfect for TV, video or print. For example, the demolition of a sporting arena is visually appealing but isn’t as impactful for radio news. Think about the elements available to you and how they can complement your words and storytelling.

3. Put a face on your story. News is about people. People love great stories. Yes, a quote from an author, CEO, or board member can suffice, but it’s dull. Look for a person who has been directly affected by your news. They will tell a much better and different tale. They can get to the emotion because they actually experienced something. That, my friends, is the connection to the audience. It’s all about the human factor.

4. Find something new. A good reporter will ask the question, “What’s new here? Has something happened that we haven’t covered yet?” Look for new statistics, updates, or a fresh angle.  Clue: In the word “news” is the word “new.”

5. Give them the right tools. Like you, news decision makers want things to help make their jobs easier. I worked in radio. People would send me cheesy pictures in the mail of their CEO accepting some award. Forget the picture (this was pre-Internet). I needed a voice; a sound bite for my on-air newscasts. Come on, could I go into the news booth and hold up the goofy picture of the CEO and his award? Of course not. The PR person could have easily called me and arranged for the CEO to speak with me for literally two minutes so I could record the conversation and get his audio on the air. Instead, the picture and story landed in the trash. So did their credibility. You may notice that common sense is helpful.

In the end, reporters tend to be naysayers. They are so inundated with irrelevant phone calls, e-mails, texts, and general crap that it’s easy to become jaded. Mix in lousy pay, a fiercely competitive industry, and crazy hours. The mindset of, “Make my day” rules their world. It’s your job to do just that–make their day.


(Photo Credit: Jonathan Rossi)

Filed Under: Blogging, Business, Communication, content, Creativity, media, News, Public Relations, publicity, Social Media, Writing Tagged With: , , , , , , , , ,

How to Dispel the Myth of Writer’s Block

by at 1:17 pm 6 Comments

human brain“Nametag Scott” (a.k.a. Scott Ginsburg) is not only an interesting guy to speak with; he’s an innovative businessman who has the courage to allow his creative and entrepreneurial instincts to thrive.

If you’re not familiar with him, Scott’s been wearing a nametag since he was in college, some 10 years ago. He says he walked out of a campus event, left his nametag on his shirt and people were suddenly quite friendly. They told him he was ”approachable.” And with that, Scott built an enterprise. He’s written 12 books, and is a professional speaker, consultant, and award-winning blogger. He also created NametagTV.com.

I recently interviewed Scott for my “Winning Ways” series on successful leaders. I’m happy to share his insights on creativity and the myth of writer’s block.  Here’s Part 1 of our conversation:

The Endless Reservoir

“Writers block doesn’t exist. It’s a lie. There’s no such thing as writer’s block because writing is an extension of thinking, so you don’t have writer’s block you have thinker’s  block. If you want to become a better writer, you need to become a better thinker. People ask me all the time how I come up with so many ideas and so much content. They complain they can’t find anything to write about.  Are you kidding me?! Do you live on this planet?! It’s easy to get ideas. Creativity is nothing but active listening. That’s it. ….every morning I don’t decide what I’m going to write.  I just listen for what wants to be written.  That’s the challenge for anyone in any form of art.  Just listen to what wants to be written. It’s everywhere; pay attention. There’s an endless reservoir of stuff to write about. No, I’ve never had writer’s block and I never will. It’s not because I’m an amazing writer.  I make observations, I listen, I write everything down. I’ll always have a full reservoir.”

Not Everyone’s a Writer

“People have this misconception that writing is with your hand. Not at all. Remember that writing is an extension of  thinking. You can talk on a video camera and then  have it transcribed. Here’s another idea for non-writers. You can find someone who is great on riffing with you who has a somewhat comparable brain style. Sit down with them, turn on the Flipcam, give them a list of questions to ask you, and have them provoke you.  That’s because you always say better stuff when you’re just chatting. Then have it transcribed. There are so many different ways of getting your thoughts on paper. It’s not about writing. It’s about thinking. Consider yourself as a thinker, find out how you can get what’s within your brain onto paper. There’s a million ways to do it that satisfies every learning style.”

Part Two: More with Nametag Scott and building business.

By the way, if you want to refine your communication skills and learn more about blogging, Social Media, PR, and sales, sign up for my 21-day free video series, “Speaking of Communication.”



(Photo Credit: Ethan Hein)

Filed Under: Blogging, Business, Communication, content, Creativity, listening, Motivation, Online Marketing, Social Media, Social Networking, Success, Writer's Block Tagged With: , , , , , , , , , , ,

#1 Skill Employers Want in PR & Corporate Communications

by at 1:16 pm 1 Comment


httpv://www.youtube.com/watch?v=y_-hbGobhKQ

Transcript:

I asked Mark Ragan, CEO, Ragan Communications, what piece of advice he would offer to newcomers in the Public Relations and corporate communications field?

“I tell students that if they want to get hired immediately, the best thing to do is get involved in all of the new tools and platforms. Become very adept at shooting a flip video, know how to edit video, know how to do podcasts, and of course it goes without saying, know how to create Facebook pages, know what Foursquare is, and what Tumblr is. Be on top of all of those things, because the #1 thing that employers are looking for in PR and corporate communications is someone who can handle all of these new tools and platforms.”

Mark and I invite you to visit PR Daily -a free PR, Social Media and Marketing e-zine published by Ragan Communications.

Filed Under: Blogging, Business, Communication, Creativity, media, Online Marketing, Public Relations, Social Media, Social Networking, Webinars Tagged With: , , , , , , ,
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