Never before has there been a better time to reach consumers directly. But the bar to reach them has also never been higher, with two million blog posts published each day. People today are completely overwhelmed with choices. (And we know what happens when consumers are faced with too many options.) They’re being bombarded by blog content all day, everyday, and, as a result, attention spans have never been lower (less than a goldfish, even). The trick is to make your brand’s blog posts (a) entertaining enough to stand out from the crowd and get attention, yet (b) possess enough commercial intent to also support your business objectives. Fortunately, there are a few shortcuts you can implement to repeatedly save you time and drastically increase your odds of standing out. After reading the next few sections, you’ll know how to craft an effective blog post start to finish, giving your content a fighting chance in the crowded online environment. Part #1: Capture … [Read more...] about 4-Point Approach to Writing an Effective Blog Post
A touch of heaven
Some 30 million businesses had active Facebook pages in 2014 says TechCrunch, and judging by what flies across my newsfeed, most companies are using this blue behemoth to discuss new products, promotional pricing, and philanthropic events. In short, they’re using Facebook a little like a newspaper and a little like a billboard. It can do more. By tapping into a few secret features on Facebook, or using features you’ve already heard about in a whole new way, you could help to boost the reputations of the companies you work with. And, since this work isn’t overly intrusive, you won’t feel icky at the end of the workday, either. Here’s my 3-step action plan. Step One: Sync Up with the Facebook Check In Back in 2010, Facebook programmers went head to head with behemoths like Foursquare, hoping to push people to check in to each and every single place they went. The service was GPS enabled, which made those check-ins really easy, too. As long as companies were … [Read more...] about Facebook as Reputation Management Tool
Do you ever get a sinking feeling as you open your paid search account? You don’t know exactly what you’re going to see, but you have a feeling that something has gone horribly, horribly wrong? Don’t worry, you’re not alone. If you’ve managed a paid search account for long enough, you know that sometimes, things just inexplicably go awry. Clicks stop converting…keywords stop performing…campaigns suck your budget dry. And you don’t know why. Well, guess what? If you’ve ever felt like your paid search account is being attacked by forces beyond your control, you just might be right… Is Your Paid Search Account Haunted? Although it might seem like the monsters you see portrayed in the media are simply works of fiction, the creatures you see on TV have very real counterparts in the digital realm. Even though you might not be able to see them, they are there in the shadows, waiting for the ideal moment to strike. So, if your paid … [Read more...] about Paid Search Advertising: Happy Ending or Horror Story?
Very few writers really know what they are doing until they've done it. - Anne Lamott This quote from Anne Lamott resonates with me quite a bit. I seldom know what I'm doing until I've done it. I also seldom know what other writers are doing either. I recognize what I enjoy reading … aaaaand I've little idea why I enjoy it. That's what makes the topic of linguistics and language so fascinating to me because it helps explain all the whys behind the writing I love, the tweets I read, the updates I favorite, and the copy I crave. There's an art and a science to writing that sits just below the surface, and I'd love to share with you what I've learned about how to reveal it and incorporate it into your marketing messages-and how to write copy that people love! Linguistics, Microstyle, and the Beauty of Small Writing Simplicity is not a given. It is an achievement, a human invention, a discovery, a beloved belief. - William H. Gass, Finding a Form When I look at a format like Twitter, … [Read more...] about How to Write Social Media Updates People Love
Ah, another SEO is dead post from a non-SEO to get the blood rushing on an otherwise calm weekend. I’ve been ignoring these more and more lately, but in the wake of Google’s Farmer Update, it looks like everyone could use some history lessons. Don’t depend solely on SEO, but don’t neglect it, either. SEO Is Not The Only Way Let me quote someone I know really well, some sage words about SEO, from 1996. That’s 15 years ago, from before anyone was even saying “search engine optimization” widely. This person had written one of the first guides on how webmasters and site owners should ensure their content was friendly to both search engines and human beings: Search engines are a primary way people look for web sites, but they are not the only way. People also find sites through word-of-mouth, traditional advertising, the traditional media, newsgroup postings, web directories and links from other sites. Many times, these alternative forms are far … [Read more...] about SEO Remains A Viable Marketing Strategy For Anyone