Simple Content Marketing: 4 Tips for Success

Hate writing? Me too, at times, even though it’s what I do. Whenever I don’t want to write, I check to see if I have a plan for what I want to accomplish with that piece of writing. Usually, that’s the problem: I don’t have a plan which is easy to execute. Similarly, when my content marketing clients have challenges, the first thing we look at is their plan.

CMI created a good one page content marketing strategy plan you can check out. Create your objectives, goals, and strategies, then create your plans for your content.

With your plans in place, let’s look at some tips for success for SIMPLE content marketing. Suggestion: keep your plans simple until you have feedback. Then you can adjust your plans.

1. Promote your content: online and offline

With some 30 million pieces of content flowing onto the Web each day, the days when you could publish a blog post and sit back and relax, are long gone. Luckily content’s easy to promote. We’ll look at ways to promote content in another blog post.

Make your own list of how you’ll promote your content. Tackle easy methods first. Get staff to promote the content on their own social media accounts, and of course, promote it on social media yourself. Set up a page on Google+. If you have page on Facebook, expect to pay to promote your content there.

2. Get help: collaborate on content with suppliers, your industry, and even competitors

Broaden your reach for content. Discuss content with your suppliers. If you have an industry group, contact them and ask how they’re promoting your industry. If you know what advertising they’re doing, consider piggy-backing your content onto that.

Consider collaborating with your competitors too. There’s power in numbers. Today, your biggest challenge is getting traction and visibility. When you band together with others, their audience and your audience combine.

Collaboration can work to generate publicity too. Here’s an easy way. Make a friendly competition public, for the public good. Have a competition to see which company can raise most money for a worthy cause. Or raise money together. Either way, your collaboration can generate publicity.

3. Use keywords to find topics, and brainstorm (keywords still matter, sort of)

I know. The days of “keyword” content are over. However, keywords come in handy to help you to generate ideas for topics, because they show you searchers’ intentions. I’ve been using KWFinder for keywords.

4. “Content” can be anything you choose: keep it simple

Consider various forms of content. Keep thinking “simple.” It’s easy to get stuck developing complex ideas. Images on Instagram may work for you.

If you’re writing articles for your blog, consider using them to create videos on YouTube. Demonstrate your tips, if you’ve created a tips article, for example. Or demonstrate a feature of your product.

So there you have it. Keep your content marketing simple, and you’ll succeed.

Top Ten Content Marketing Mistakes — And Simple Ways To Fix Those Boo-Boos

Here’s a slide deck which covers easy fixes for the most common content marketing mistakes. Once you’ve got the mistakes fixed, you can develop a strategy which helps you to make content work for you.

Top Ten Content Marketing Mistakes – Created with Haiku Deck, presentation software that inspires

Copywriting Mastery 2016: Build a Six-figure Copywriting Business

Copywriting Mastery 2016: Build a Six-figure Copywriting Business

Copywriting is highly lucrative. Word for word, you’ll make more money as a  copywriter than you will with other kinds of writing.

Could YOU become a copywriter? I’ve often said that if you can write an email message which gets a response, you can write copy. Yes, YOU.

We’ve updated Copywriting Mastery for 2016. It remains the most powerfully effective, and easiest, copywriting course ever.

Of course, you receive personal guidance from me. Join us. :-)

, on Twitter: @angee, and find Angela on Pinterest, too.

Earn while you learn, with Angela’s Writing Classes..

Online Press Release Tips: 5 Ways to Get Value for Money

Online Press Release Tips: 5 Ways to Get Value for Money

A decade ago, you could write an online press release, post it to a PR website, and get great results. You needed to use appropriate keywords, but your little press release was great value for the time you invested. In 2014, Google’s severe on press releases written purely for SEO – no more free traffic for junk releases.

This doesn’t mean that press releases are worthless, far from it. They’re an essential tool. If you use them correctly, not only will they enhance your marketing campaigns, they’ll also help you to get customers. Consider this: if major companies continue to use press releases, why don’t you?

Let’s look at how you can get real value from the online press releases you create. (Note to self: write more press releases for my own business…)

1. Focus on Your Entire Marketing Campaign, Rather Than a Single Press Release.

You’re launching a new product. You’re running online and offline advertising, you’re using social media to get the word out, you’re blogging – you’re even running a Pinterest contest.

Whether you’re doing a big launch, or a mini one, online press releases fit right in. Be aware however, that press releases aren’t advertising. They’re factual, and are written in the third person.

You’re free to use any angle you like: straight news, or human interest. If you’re looking for media attention, a human interest story may be the way to go. Do customers use your products in unusual ways? What good works have you done lately? Years ago I wrote a press release for a company which helped a lady who ran a shelter for abused pets; it was a lovely story, and got press.

2. Quid Pro Quo: Give and Get.

An online press release is targeted directly to your audience. You’ll reach potential customers who’ve never heard of you. So, make it easy for them to stay in touch. Offer readers a freebie in exchange for their email address.

And of course, use the email addresses you collect. Many small businesses never bother using their customer lists; this is a huge waste of resources.

3. Pitch Your Story to Bloggers in a Sentence or Two.

Bloggers can extend your reach by hundreds of thousands, even millions. Ideally, you’ll have reached out to bloggers long before you launch your campaign.

Pitch your story to bloggers, but keep it short.Greg Kumparak, mobile editor, TechCrunch says:

“Know how to make your pitch in a sentence or two — if you can’t wrap up your own product in a concise and interesting way, we probably won’t be able to either.”

Add a link to your online press release to your pitches.

4. Post Your Press Releases to Your Website.

Press releases are the gift that keeps on giving. Post them to your website, into a “Press” area. Anyone who wants to learn more about you will appreciate your releases. Over time, your press releases will show the evolution of your business; they build your credibility with people who’ve never heard of you.

5. Keep Your Releases Short: Add Support Materials for More Info.

Keep your press releases short: a maximum of 400 words for the meat of the release. Get your point across with your story: aim for an emotional connection. Use a conversational tone. If your eyes glaze over when you’re reading, rewrite – “don’t be boring” applies to press releases too.

Most press release distribution websites allow you to add media to your releases. Take advantage of this. Add documents, images, and videos ( if you have them). Offer the press release as a PDF download.

Online press releases are a wonderful addition to any marketing campaign, yet few small businesses use them. Major companies use them as a matter of course. Try these tips; you’ll be pleased with the results.

Need help with your online press releases? Contact Angela.

, and on Twitter: @angee.

You can find Angela on Pinterest, too.

Social Media Outrage Over Penalty Rates Rant

Social Media Outrage Over Penalty Rates Rant

Want to go viral on social media? The Bombay Bicycle Club restaurant in Adelaide shows you how it’s done. But please don’t try this in your own business.

The restaurant created a faux menu showing what prices its menu items would be if they were multiplied 2.75 times. Why, you ask? Because of the penalty rates which the restaurant pays its staff on public holidays.

Adelaide pub Bombay Bicycle Club apologizes for calling people ‘idiots’ on Facebook after staff penalties rant reports:

“We will have to pay our staff 2.75 times the base rate for public holidays. This is how the prices on our bar menu would look using that formula”, the sign read.

All well and good. You can imagine the restaurant’s patrons glancing at the sign as they walked past it. Unfortunately, the restaurant posted an image of the sign on its Facebook page. As you would, right? (Snark.)

The image went viral. Lots of people had opinions, and they posted them on Facebook and Twitter. They also punished the restaurant with one-star reviews.

Then this post appeared on the restaurant’s Facebook page:

The BBC ownership would like to apologize for our sign and Facebook post. We regret the wording. There was no intention to offend anyone.

Overly clever PR? No

When I first heard this story, I thought that a restaurant patron had snapped a photo of the faux menu and uploaded it to Facebook. Not so. Apparently the restaurant posted the image. I couldn’t find it, they must have deleted it.

Then I wondered whether this was a clever PR trick. Upload a photo, get lots of comments and links. That though died when the Facebook timeline reveals that the restaurant tried to justify its attitude on penalty rates… on Facebook.

Social media can be savage; I read some of the Facebook and Twitter responses. Harsh punishment. Not the image the restaurant wants to show.

, and on Twitter: @angee

Publicity Power: 5 Press Release Tricks to Help Your Small Business

5 Press Release Tricks to Help Your Small Business

Love press releases? I do too. To my mind, they’re an essential part of any content marketing strategy.

I’ve often told the story of how I got into copywriting – via press releases. At the time (1980s!) I was running a business which was spending HUGE amounts on display advertising in Sunday newspapers. Since press releases cost us nothing except a few postage stamps, I sent out ten press releases to various media outlets.

Hey presto – we got fantastic coverage: radio, TV, magazines…

Yes, those days were different. However, the underlying marketing is the same now as it was then.

To get publicity, you need:

  • A hook – a good story – for media attention;
  • A belief in yourself, and the worth of your business;
  • A little creativity.

All these years later, the media isn’t what it once was. However, publicity is just as powerful now as it was then. And it’s basically free. All you need is a story that’s attention-getting.

You may be wondering about a press release’s value in these days of Hummingbird.

The death of SEO press releases?

Yes, and not before time. Google’s Matt Cutts rained on the SEO parade:

With this new mandate, what Google has done is kill off the SEO press release. Google is now requiring that URLs and anchor text within press releases be converted to no follow links.

Here’s the thing. If you get media attention, you WILL get SEO value, because you’ll gain lots of links. However, you shouldn’t use press releases just to get links.

Let’s look at five simple press release tricks.

1. Make your press release newsworthy.

What’s “news”?

Anything you say it is.

Truly. Your press release might have a hook related to: timeliness, public interest, conflict, tragedy, humor, sex, money, human interest, the future, or animals.

Any one of those themes will do. Combine two of them, and you’ll hit the publicity jackpot.

Take a look at a newspaper, and you’ll see those themes every day. They’re news.

I tend to use the terms “press release” and “news release” interchangeably. All press releases must contain news.

2. Tell your story: attract media attention.

You’ve got a newsworthy theme. Your next step is to find the story within that theme. TV Tropes could be a happy hunting ground for your story; check out the Rags to Riches trope, for example.

Whatever your theme, there’s a story buried within it. Think about it.

Tell yourself the story. Start with “once upon a time, there was…”

Stories in news release are publicity gold. Find yours.

3. Have a strategy: help your audience to discover you.

You can post your press releases online of course, however, consider making press releases part of your overall content strategy.

Press releases are content. Post your releases into a Media, or Newsroom section of your website. Over time, those releases tell the story of your business.

Many of your site visitors have never heard of you, so several years’ worth of releases on your website increase their trust in your business.

4. Turn on the glamor: add images and video.

Glitz up your press release. Add images from your media kit, as well as images you’ve created for your current content campaign. You can also add a video, and a downloads like a white paper, or a report.

These items increase the likelihood that people finding the release will click through to your website.

5. Yes, use links in your releases (for traffic, rather than SEO)

Finally, of course you can use links in your press releases. You want traffic. If you’ve been hammering several keyword heavily in your online activities, avoid using them. Use other words as anchor text.

Your aim is to get traffic from your press releases, and if you include a newsworthy theme and story, you will.

So there you have it – five press release tricks to help your small business. Now, go and get some publicity – you deserve it!

Need some help? I create press releases for clients. My aim is to find a theme, and tell your story.

 

, and on Twitter: @angee