infographic: a history of social media

I don't claim to be a social media expert by any means, but since it's a way of marketing a business (which is part of what I help my clients do) and since it also involves content development, I think this infographic will be perfectly at home here.

Plus, it's interesting as heck--at least it is if you use email, participate on Facebook, post on Twitter, look up stuff on Wikipedia, etc.

And sorry that this takes up a majority of the right-hand column...I'm not sure how to fix that yet!




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infographic: how to repurpose your content

A few people shared this infographic last week, and I believe it's too good to let lie low just yet. I'd like to share it as well. Anyone who creates content will benefit from reading this. Thanks, Ellen Britt, for creating such a useful, practical, informative infographic!



View full image Content Repurposing Strategies

buzzwords: bad for business

Have you ever been to a meeting where the key presenter uses a bunch of business-speak? Soon these buzzwords begin to lose their meaning—many of which have vague meaning in the first place—as they are repeated. Slowly, your eyes began to glaze over as you hear, for the zillionth time, words like “leverage” and “value-added”… yaaaaawn….

After hearing them so frequently, buzzwords become boring, and their exact definitions aren’t always clear. So here’s a question: if buzzwords really are used often, why are they still confusing?

Many times buzzwords are tossed around so often within certain circles that those who use them forget that the general public—i.e., customers and clients—may never have even heard of them.

So why use them all?

Simple answer: don’t. At least don’t use them in your marketing materials. If this business-speak from your boss or a co-worker bores you (or confuses you), think about how your customers feel when they come across these terms!

If you’re writing content that’s designed to inform or educate your audience about a product or service, it’s best to stick to the basics and make sure your communication materials are easy to comprehend. Remember, people won’t buy from you if they don’t understand what you’re selling.

Think about these points as you write your next draft:

Consider your audience. 

It’s ok to use buzzwords (in moderation) in an article that will appear in a trade magazine within your field, but it’s not a good idea to use them when writing content for potential customers to review. Think about how your ideal buyer talks and thinks. You don’t have to talk down to anyone, but you should provide information they can comprehend, in a way that catches their interest.

Be clear and concise.

Useful information that readers can understand not only helps them make an informed decision; it also helps earn your trust. Penning a tips piece for your blog? Be sure to give clear directions. Writing brochure content for a new product? Don’t focus on the specs—talk about how the product will benefit the buyer.

Test the message.

Ask someone without ties to your field or office to read your copy. Do they understand what you’re saying? If so, great! If not, it’s time to revise. 

Use words as they are meant to be used. (I.e., nouns as nouns—not verbs)

We’re all guilty of this. How many topics did you Google today? Did you Facebook your aunt to tell her happy birthday? While it’s fine to swap parts of speech in casual conversation (as long as the other person knows what you’re talking about), doing so in writing risks losing your reader.

Avoid acronyms.

Abbreviations and acronyms are often industry-specific. Use them only within circles of others in your profession.

What’s your take on buzzwords? Any particular pet peeves? Anyone care to defend a favorite buzzword?

how to write a press release

I’ve been creating a lot of press releases lately, so it seems fitting to use this topic as a springboard for post #3 of the UBC. 

One of the most inexpensive ways to publicize an event, achievement, or other important news is to distribute a press release—a.k.a. news release—to the media. Newspapers, magazines, and radio and television stations are always on the lookout for information about community events, professional achievements, and business developments.

If your release receives attention, you’ll enjoy a huge benefit: free promotion. And as you already know, it doesn’t get any better than free! To get that much-desired coverage, however, you need a basic understanding about how press releases work.

What’s a press release?

A press release is really just a short article. Essentially, you are telling a story—and like any article, you’ll need to conduct some research before pounding out your prose. If you want to spread the news about a grand opening event, make sure to provide specifics: When will the opening occur? Where will it take place? What kinds of activities—giveaways, games, networking opportunities—will available?

How can I make my release stand out?

Adding quotes from a reliable source is a great way to add interest to your story. Even just a sentence or two from the event organizer, notable sponsor, or CEO about the event (Why is it important? Who should attend?) is helpful.

Also, try to write an interesting headline. The editors who read your release may never get past the headline if it’s boring, so spend some time creating a great preface to your story. (Get specific tips for writing great headlines here.

How will my release be used?

Your release may appear in print exactly as you wrote it or in bits and pieces, or a journalist may use it as a springboard for an interview. If you are contacted for more information, be as friendly and helpful as possible. If you notice your release ran in the paper shortly after you submitted it, drop a short note to the editor and thank him for his attention to your release. Ditto if your event received coverage on television or radio.

Where should I send it?

You don’t have to limit your announcement to local media outlets. Does your profession have a trade publication? If you’ve opened a new guitar store, let the music industry magazines know about it. Is your company planning to sponsor an event? Let relevant trade journals know about that, too. 

It doesn’t cost anything to request media attention, so look at it this way: you can’t afford not to.
 

super tips for creating blog content

A fellow solopreneur in my awesome local Facebook (local) entrepreneur group shared this article from The Inspired Marketer today. It's got some fabulous ideas for creating content when you're struggling to write come up with a topic. This piece also reassures us it's ok NOT to post original content all the time. Some places to look for topic inspiration include:

• tv
• movies
• celebrities
• superheroes (yes! see my last post)
• successes/failures
• memories

For the complete list, plus a nifty visual chart, check out Easy Content Ideas for the Online Entrepreneur.

Hope everyone has a great week...happy Monday!

are you twitterpated?

Remember Thumper from the classic Disney film, Bambi? He probably deserves a big fat royalty check, because this wascally wabbit (oops, wrong show) long ago coined a type of term that's getting lot of play these days: "Hmmph. Twitterpated!"

One of the amusing things about my journey into Twitter is this lingo associated with the social media mogul. I don't mean necessary abbreviations--RT, @twitterperson, etc.--but variations on the Twitter name.

Some terms are cutesy and some are clever. All loosely honor Elmer Fudd, whose speech impediment is now echoed not just by 2 and 3-year-olds, but by much of the adult world. For example:

Tweep - Twitter friends (Twitter + peep)
Twoob - Twitter newbie
Tweed - Twitter feed
Tweek - Twitter geek
Twendy - trendy Twitter post
Twerd - Twitter nerd
Twaddle - Twitter posts nobody wants to read

Seriously, though, my Twitter adventure has been a positive experience. In the morning I check in, bookmark articles of interest shared by my Tweeps, and check them out when time allows. What I've found so far is that Twitter is a wonderful place to find quality resources: blog posts, articles, etc. I'm mostly following writers, bloggers, productivity experts, networking gurus, and marketing folks, but my list will expand as time goes on, I'm sure. (Remember, I'm a Twoob.)

That's my Twitter wrap-up (Twap-up?) so far. How about you...who do you follow on Twitter? How does Twitter benefit your business/organization? Have you made quality connections? What kind of information do you share with your Tweeps?

read me! subject line do's and don'ts

Photo credit: dave from morguefile.com

How many email messages do you receive in any given day? Now, how many emails do you actually open? Which ones end up in the trash? Which ones to you open and actually read in full?

Having an email marketing strategy is a must. And part of that strategy—besides deciding who will receive your messages and how often you want to communicate with them—is writing a solid subject line.

I could write a lengthy post on this subject, but you’ve probably got a lot of email to read, so I’ll keep it brief. :) In a nutshell:

Do…

- Think of your subject line as a headline. It’s really the same kind of thing, so check out a newspaper for good ideas on how to present a subject line that grabs your readers’ attention.

- Tell recipients what they’re going to read when they open your message. If you're promoting an upcoming clinic in your store, say so. Don’t advertise the clinic in the subject line but write your message about a clearance sale. This will only confuse your readers.

- Be concise. You’ve (only) got about 50 characters at your disposal, so use them wisely.

- Personalize. Some subject lines include the recipient’s name. Others note the sender’s name. Either way, be clear about whom the message is for, and whom it’s coming from.

Don’t…

- Use exclamation points in your subject line. Or if you feel the need to do so, stop at one. Messages that use multiple exclamation points scream spam.

- Use all caps, either. YOUR READERS WILL THINK YOU ARE SHOUTING AT THEM!!!!

- Include words in your subject line that are spam-like. Free, call today, and act now will most likely cause your message to end up in junk mail folders.

Hope these tips helped, and good luck with your upcoming e-mail marketing campaigns!

Oh, and slightly off-topic: if any grammar purists (like myself) are wondering about the title of this post and my use of apostrophes, I looked this up. Read about the "correct" way to write dos/do's & don'ts/dont's if you wish!

newsletters are not dead

It’s true that social media takes the (communication) cake these days. Businesses and organizations are embracing Facebook, Twitter, YouTube, and LinkedIn by the thousands. And that’s great, because these are all excellent ways to stay connected.

But social media isn’t everything—it’s only part of the publicity game. Newsletters are still powerful marketing tools, and you can distribute them online (e-newsletters or ezines) or go the traditional route by printing copies.

No matter which format you choose, newsletters are a good way to reach out to your target audience. They’ll see your name on a regular basis and thus remember you. Just be sure to keep a few things to keep in mind when planning your publication:

Know why you’re publishing a newsletter.
Are you trying to motivate employees with internal information? Do you want to keep clients and donors updated about your organization’s services? Knowing why your newsletter exists will help you maintain focus by providing information your readers will find valuable.

Provide quality content.

You’ve probably heard the statement “content is king.” It’s true, so be sure to think about the type of information you will to include. Some ideas:

• Note how to find your organization online. Links to your website, blog, Facebook and Twitter pages are good ways to show readers that you exist in a variety of platforms.
  
  
• Offer valuable information. Articles providing problems/solutions and special offers give readers something to take with them after they’ve finished reading (think useful knowledge via articles or savings through discounts).
  
  
• Feature case studies staff profiles. Let your readers get to know your company on a personal level, either through “meeting” employees or providing testimonies about how you’ve helped others.

Publicize.
How will readers find you? Tell them! Have a sign-up space on your home page for ezines, keep a copy of print newsletters in your office or waiting area, and mention your publication on invoices and billing statements.

Other tips for newsletters:

• Set a publication schedule and stick to it.
  
  
• Keep your newsletter relatively short. Three to five articles is plenty per newsletter.
  
  
• Make it easy to read. Write for the format in which it will appear and make it visually interesting with logos, graphics, pictures, etc.
  
  
• Keep it scannable: use headings, bulleted lists, bold text, etc.

Do you publish a great newsletter already? We'd love to share it with our readers. Or send us a link to your publication if you'd like some feedback on how to improve, and we'll provide it for FREE!