Engaging and Communicating with Blog Followers

By MJ

Writing quality content for your blog is a given, if you want to engage your followers and continue to have them revisit your site. However, the blogosphere requires interaction, as much if not more, than producing informative and well-written posts. Because it’s an informal setting, followers expect to be able to offer feedback, ask questions and learn from the author. Fellow bloggers like the inclusiveness of the blogging community, and want to “share and share alike” with other bloggers. So here you have this amazing social atmosphere, ripe for the picking and ready to promote your message – be it personal, educational or professional.

Join the Community: No one blogs in a vacuum. Blogging is about outreach, not introspection. Announce your presence. Brand your blog and the name of the author(s) and/or company it represents. Don’t be shy. This is a community where people want and crave the opportunity to get to know each other. It’s your chance to attract and sustain attention for your blog and whatever you hope to achieve with it.

Build Relationships with Commentators:  Actively respond to comments from your audience. Listen and promote dialog by responding attentively to what they say, and encouraging them to say more. Do not limit your replies to conversation closers, or one and two word responses. Choose something in their comments to focus on and respond to. If there’s nothing there, click on their name and find something, anything, which allows you to expand the conversation. Take an interest in your followers and respond to them as real people, not tally stats listed as visitors and commentators on your blog.

 Visit Other Blogs:  Make the rounds in the blogging circuit. When someone comments on your blog, click on their name and make a point to comment on their blog too. Even if you are taken to their Google+ profile, make a point to let them know you stopped by. Show a valid interest in the blogs you visit. Make it about them and what they’re writing about, not about you and why they need to visit your blog.

Participate in Blog Hops:  Blogs are a dime a dozen these days. There is no way to discover them all. However, if you participate in blog hops, at least you have a starting point, a place to begin meeting other bloggers, as well as their followers who might be interested in following your blog too, depending on any commentary you leave behind.

Use Your Manners:  Being polite and welcoming goes a long way toward engaging and communicating with blog followers. Fellow blog writers enjoy feeling appreciated, well-received and respected. Sometimes our Internet culture can be a little gruff. Your blog can be a friendly place, a safe and inviting respite from the harshness of the world. People like to feel good, and if visiting your blog makes them feel good, you can bet they’ll not only be back, but they’ll probably be much more inclined to engage in the conversation too!

Marketing to Gen Y Women

by Holly

Generation Y Women Focus on Facebook

As a part of Generation Y, I know firsthand how large a role Facebook and other social networking sites play on daily lives.  Anymore, Facebook and Twitter are both easily accessible from cell phones.  Furthermore, with the recent addition of Pinterest, social networking is at its height (so far) and still growing.  Facebook, Twitter, and Pinterest are the three most popular among the women of Generation Y, so many companies have taken to using these social networking sites as a large part of their marketing strategies.  Some business Facebook pages, such as Victoria’s Secret, offer fun contests that can only be found on Facebook.  Recently, the Victoria’s Secret Facebook page was also a place to find a bonus Spring Secret Reward, a card that could be worth $10, $50, or $100.  Other businesses, such as Jo-Ann Fabric and Craft Stores, offer Facebook fan-only coupons.  This coincides very well with Pinterest, as many more women are turning to do-it-yourself projects for their homes.  All the social networks are interlinked somehow, and more often than not, it’s through the women of Generation Y that tell their friends to join, that link their pins on Pinterest and their tweets from Twitter to Facebook.  Furthermore, many of those Generation Y women, when asked to take surveys, have reported that they not only have friends that they see daily (“real-life friends,” as Marketing Chart says), but they also have Twitter followers, blog authors, and online friends whose opinions Generation Y women rely on.

Smart Marketing Gets the Attention

Women look for deals like “buy one, get one” deals and freebies that come with “liking” businesses on Facebook.  Any coupon or reward program offered with likely catch the attention of twenty-something women.  Especially in today’s economy, where everyone is looking to save money, you’ll find twenty-somethings who have a talent for couponing and stockpiling everyday household supplies.  According to www.marketingcharts.com, Generation Y women respond best to non-intrusive marketing that can be found on social media sites, blogs, and the like.  Also, when women find a product that they like, they’re very likely (61%, according to Marketing Charts) to recommend that product to their friends, family, and coworkers.  With that knowledge, you can change the way you market your product and potentially gain new customers in those twenty-something women.  You never know, by simply gaining a few new customers, you very well might end up gaining hundreds of new customers!  There is no limit to what a social network populated and visited by Generation Y women can cause.

Branch Out Content for Social Search & Knowledge Graph

By Jean

Google is closer to owning…er…sharing knowledge.  What a horse race.  Just a week ago, on May 10, Bing social search re-launched real time search with the help of Facebook friends.  Today, May 16, 2012, Google announced Knowledge Graph for desktop, tablet and mobile devices.  What does the information race mean to writers?  To be good at your job, you need to provide depth.  Be prepared to spend more time on the phone, in interviews, and at your computer.

Researching is Easier & Harder

If you sell oak trees, just type in “Oak Trees” at Google to discover a right-side pane of oak tree facts from the database Google has amassed.  While you’ll still find links to credible websites when you search, you’ll be able to skip that extra step to gather the details through the knowledge map.  Pop over to Bing and type in “Oak Trees” to find out which of your friends planted oak trees in their back yards.  Go ahead and ask where they bought those trees and for how much.  Researching is easier than ever.

However, writing the content that fuels research just got harder.  Don’t bother writing skimpy blog posts that whisk through the basics because Google’s knowledge map and your Bing Facebook friends have the basics covered.

Content needs to provide the next five levels of interesting, informative, and revolutionary to turn heads.  Your own research should involve fact sleuthing via personal interviews and onsite reporting to stay cutting edge.  Article links should span several reads and show that you actually digested your sources’ facts and opinions and that you can offer your readers new insights.

Large publishers who can afford extensive coverage will fare well; but, search engines are the big winners.  If you’re a blogger, an affiliate, or a small publisher you need to find ways to stay current, unique, and relevant.

Answer Questions in Your Content

So, small business writer, you have some oak trees to sell.  Now what?  First, brainstorm what you know are the most relevant questions clients will ask.  Not sure what those are?  Look at Google’s “related searches” for help or jump over to LinkedIn or Quora and ask group questions.  You can even tweet or facebook your friends what they think are relevant questions one would want answered before buying oak trees.

Add Pictures

Upload new and eye-catching pictures to capture Google’s eye and Pinterest’s hits.  Social continues to add to search value.  Google’s knowledge pane thrives on relevant pictures.

Google’s Knowledge Pane Loves Pictures

Add Videos

Some people don’t like to read.  Entertain and inform them with videos.  Video is still under-utilized by many companies.  Google, however, knows that videos are key to informing users.

Branch Your Content’s Semantics

Answer those questions with semantically relevant terms.  In the case of oak trees, paragraphs should discuss the planting depth of oak trees, the leaf shapes, the varieties, common parasites, and maybe even legends that involve oak trees.  Show pictures demonstrating the steps to planting oak trees or supporting oak trees with stakes.  Explain how to nurse sick oak trees.  Find videos of kids planting oak trees on Arbor Day or of oak trees that survived tornadoes.  Share recipes involving oak leaves or roots.  Start tweeting and facebooking links to the insights collected on your oak tree company website.  In short, branch out – semantically.

Want to Learn More About Knowledge Map & Social Search?

We appreciate informative, content marketing.  Discover what others are saying.  (Tip.  Provide lists to other resources in your own content.)

Google ReVamps Search with Massive Real-World Map of Things

Google Launches Knowledge Map to Provide Answers, Not Just Links

Write Marketing Content that Americans Like

by Jim

Writing marketing content is challenging even for professionals.  Writers labor to find the right things to say and do which help facilitate brand recognition and create positive social media messages. Imagine how difficult a campaign can become for foreign companies trying to introduce new products to Americans. “Nuts and bolts” techniques like having a web site and creating a presence through social media are well known, but how to actually write marketing content that Americans like poses a challenge that have many baffled. How do you market a product in a way that would sell in the States?

SEO Writers know the Consumer

Who is the American consumer? Having the answer to that question is crucial for a successful marketing campaign.  Statistics are only part of the equation, the rest boils down to having a comprehensive knowledge of the consumer.  Kimberly Palmer identified 5 Traits of the New American Consumer.

1. Optimism  - Americans believe they can still get good value for the price
2. Brand Consciousness – Likely to spend more for a brand they like.
3. Authenticity-seekers – Want a “more ethical approach to consumption.”
4. Purpose-driven – desire a simpler approach to buying.
5. Mature – Are more thoughtful during their buying and making choices that are more careful.

Palmer concluded that these traits are difficult even for American retailers to accommodate so imagine the challenge posed to a foreign merchant.

SEO Writers “Speak the Language”

Who better to write appealing content for Americans than someone who “speaks the language?” Foreign companies often already have in-house content writers and social media specialists who know what works at home. However, without also possessing an intimate understanding of the unique characteristics of the American psyche, those same techniques often don’t succeed here. For example, even though English is considered a universal language by many, there are versions that differ dramatically. “British” English is very different than “American” English. These lines are blurred even further by the myriad of regional and even local dialects.

SEO Writers Have the Knowledge

SEO companies are in the perfect position to understand and act upon the subtle nuances which can then be leveraged to create more effective content and overall media presence.  SEO’s have their feet “in the trenches” which allows them to adapt their content more quickly to shifts in consumer behavior such as the current importance of mobile marketing. Karlene Lukovitz suggested that “…marketers need to identify the problems that shoppers are trying to solve and provide informed solutions. Brands that don’t provide practical experiences will be ignored”.

Wow Consumers on Social Networks

Ravi Raj from @WalmartLabs asserted, “social media has transformed the way consumers behave online.”  The writer must ensure their marketing content is appropriate. Consequently, the tone of a blog or facebook post must not only be well written but also conversational.  Foreign corporations seek writers who develop written content that is not only understandable but speaks to a particular audience demographic. Twitter allows only 160 characters to write that perfect catch phrase. This limitation demands extreme creativity and economy of words. Press releases employ the language of business and must be more professional in tone and application. In this case, the prose that works so well in a blog or facebook entry could be completely inappropriate even damaging.

Final thoughts

When discussing the important of web-based marketing “one size doesn’t fit all”.  Writing effective marketing content for Americans means seeing the “big picture” and how culture, language and use of social media can interact seamlessly. In order to write quality SEO content for American consumers that appeals to web site visitors, writers must eat, sleep and be able to effortlessly speak “Americana” on a daily basis.” SEO’s offer this “total package” through not only compelling marketing content, but also knowing where and how it should be positioned.

 

 

The Importance of Generating Blog Traffic

By MJ

Photo courtesy of Photostock / FreeDigitalPhotos.net

The informal atmosphere of blogs lends itself to a nearly limitless opportunity of communication between bloggers and their followers. Generating traffic to blogs, therefore, is one of the most important investments of time a blogger or business can make.  Blog writers receive valuable insights and perspectives about who their audience is and what they hope to gain by following a particular blog. They learn the language of their customers, and can tailor their outreach accordingly.

Generating blog traffic increases business traffic. Because blogs are informal, blog followers are likely to communicate without reservation. They will speak their minds, telling respective bloggers what and why they do and don’t like certain things. They will chime in and offer their two cents, when other comments have inspired them and conjured up thoughts and emotions. This type of communication has the potential to remedy negative situations before they get out of control, and boost positive situations by making the most of them for everyone concerned.

Exposure is another reason why it is important to generate blog traffic. The more traffic you have, the more likely you will rank well with search engines, thereby being a site of choice when consumers conduct random Internet searches for things they need and want. If your blog is considered valuable and informative, you’ll likely benefit from backlinks by those deeming you an expert in your field. Credibility is an extremely important quality to represent to consumers and blog followers, and the more exposure you receive, the more likely you will be perceived as being a credible source to turn to.

Businesses depend on strong communities to support them. Blogs should be used as a strategy to increase networking and uphold community ties. Working with other bloggers, giving kudos to their success and expertise, while thanking them for reciprocating the favor, is an enormous attribute of effective blogging. Reputable bloggers recognize the need to expand their circles and work together to generate traffic. With so many blogs on the web, it is important to build relationships with other bloggers within and outside of one’s own field. In doing so, traffic multiplies and healthy competition provides the platform for the laws of supply and demand.

One of the easiest ways to generate blog traffic is to publish blog posts frequently. This is not to imply that bloggers should post for the sake of posting, but rather to insist that dedicated bloggers provide valuable information, thoughtful queries and relevant news regarding the overall topic of their blog to their followers. Scheduling daily or weekly posts makes it easy for followers to form positive habits geared toward the blogs they frequent. This is one way to generate blog traffic, which will likely increase loyalty among followers. Loyalty should never be underestimated, as it has the potential to become the basis of very large grassroots movements, especially when loyal consumers can’t stop talking about you and your blog.

Five Businesses with Awesome Facebook Campaigns

by Holly, My Web Writers Intern

In the ever-expanding world of social media, Facebook is one of the most popular social networking sites available to the public.  Because of the popularity of Facebook, it is becoming more and more common for businesses to create and maintain Facebook pages.  Not only is a Facebook page a great way to connect with your customers, it’s also a great way to bring in new customers.

If you have a Facebook page, you probably already know most of the little quirks of the social site.  If you don’t know the specifics, here’s a quick explanation:  Not only are you able to see the comments your friends make on certain status updates, you can also look at various pages that your friends “like.”  Also, if more than one of your friends (sometimes even just one friend) “like” or “become a fan of” a certain page, Facebook will prompt you to “like” that page.

From a business standpoint, this information (knowing that friends of your Facebook fans can see some of the activity of your business’ page) should prompt you to create fun, interesting status updates so your followers will want to comment (and their friends will see it).  This should also encourage you to create special, Facebook-only promotions and begin to post information about special events.  Here’s a list of businesses who boast exceptional Facebook pages:

1. LUSH Cosmetics:  Quickly becoming a popular business worldwide, LUSH encourages their customers to “live a Lush life” and recycle the “charity pots” that their all-natural lotions, scrubs, and face masks come in.  The “Lush life” is about using fresh ingredients in their products.  As a business, LUSH has one main Facebook page, but many of their stores have their own Facebook pages that provide location-specific information, such as special events or parties—the store pages often have other fun things, like pictures of employees along with employee recommendations.  The main company’s page, however, shows information about new products as well as contests run by LUSH and pictures of the labs and kitchens at the company headquarters.
2. Jo-Ann’s Fabrics and Crafts:  Joann’s managed to attract my attention on Facebook when a friend of mine commented on Joann’s status update and it appeared on my news feed.  Joann’s makes a point of updating their status at least once daily, sometimes more  they encourage their customers to discuss their crafting projects and share ideas.  The Joann’s Facebook page also posts pictures of their workers and their customers working on their most recent craft projects.
3. Journeys:  While it doesn’t seem too normal for a shoe store to have a business Facebook page, Journeys has a total of four sub-stores or sister stores (Journeys Kidz, Shï by Journeys, Underground Station, and the original Journeys) that all have loyal customers.  The Journeys Facebook page releases information about their yearly Backyard Barbecue concert tour as well as gives customer a slight insight into sales meetings that are typically only for the eyes of store managers.  Furthermore, Journeys posts information about special events that are created by the brands they sell—TOMS shoes organized “One Day Without Shoes” on April 10^th and Journeys, in full support, posted a picture each hour of one of the office employees that was going without shoes to raise awareness for the work TOMS does (for every pair of shoes bought, a pair of shoes is donated to a person in a third world country who otherwise would never own shoes).
4. Victoria’s Secret (and Victoria’s Secret PINK):  Like other business Facebook pages, Victoria’s Secret and Victoria’s Secret PINK post about special events and have fun contests for their fans.  The PINK page also gives PINK fans a chance to vote on things, such as a new saying on a t-shirt (“I lost my phone number, can I have yours?”) or new PINK Nation water bottles or flip flops for members to get free with a purchase.   Both of these business pages make it a point to post daily, sometimes multiple times a day.  They update their customers on new products as well as any discounts or sales that might be taking place online or in their stores.
5. Amazon.com: Amazon makes it a point to not bombard news feeds with as excessive amount of posts per day.  They stick to roughly 5 to 10 per week, depending on the time of year.  Because they’re such a big retail company, Amazon focuses on back-to-school and Christmas sales.  However, they offer amazing contests and discounts via Facebook (one of which involved winning a Kindle each day for a week).  Because they’re an internet company, it’s only natural that they have multiples business Facebook pages.  They break their company down into electronics, cameras, and the Kindle, to name a few of their different Facebook pages.

In any business, it’s becoming a necessity to take the plunge into social media.  With websites like Facebook, businesses are able to reach out to customers all over the world rather than just in the United States.  Not only is it a great way to stay in touch with your most loyal customers, it’s also a great way to get your products out to a wider variety of people and end up with new customers.  When you create a business Facebook page, use the techniques of the five listed here to help you and give you ideas.

Three University Content Writing Programs to Consider

by Holly, My Web Writers Intern

Content Writing From an Intern’s Perspective

When I entered college, ready to study English and Journalism, I had never heard of content writing—the concept of the program of study.  When my internship mentor gave me a quick overview of content writing, I didn’t think I would enjoy it half as much as I do.  When my mentor suggested that I research various content writing programs, I was apprehensive.  Now that I’ve looked into a few different content writing programs, I’m intrigued.

Content Writing Programs to Consider

Many of the universities researched consider “content writing” a part of their creative writing programs.  Students hone their creative writing skills and apply them to writing blog posts, press releases, and website content.

1. Princeton University:   SEO Guru lists Princeton as number one on their list of the top seven content writing programs in the United States.  Princeton’s undergraduate program in creative writing teaches fiction writing, poetry writing, translations, and other types of creative writing that students can later apply to content marketing.  Small workshops allow students to not only work with one another, but also to receive feedback from one of the fifteen practicing writers on staff.  Seniors are asked to put together a thesis project, which typically consists of a novel or a collection of short stories, poetry, or translations.

1. University of Southern California:  Because of its close proximity to Los Angeles, students at USC enjoy listening to lectures from bigwigs in the entertainment industry.  This gives the USC program a slight edge over other universities.  Also, this program utilizes the workshop atmosphere, allowing for small group work.  Students also work one-on-one with mentors so they can receive firsthand feedback on their writing and learn how to improve their writing from the professionals that write daily.

1. Purdue University: The creative writing program at Purdue is similar to the others in that it is a graduate program, but the three-year program at Purdue seems more intense than others.  Purdue also takes a workshop-based approach to their creative writing program, but their ratio of students to faculty members is 3.5 students to every 1 faculty member.  This means much more one-on-one time with the teachers, more hands-on feedback, and a better final product when the students finish.  The students are able to learn more and get more familiar with their teachers—when a student is able to get to know a teacher, the learning experience is that much more real.

By offering creative writing programs instead of content writing, universities are teaching their students to write in a way that will appeal to a wide variety of people, rather than simply producing technical writing that will only appeal to a select group.  Universities really are setting their students up for success with their creative writing programs.  Looking into a creative writing program, or at least a few classes, is something every content writer should consider.