Pro Blog Service

You are here: Home / Archives for All Posts / Blogging

Blogging

By

Don’t Let Data Drive Your Content Marketing

Too many people are bragging about doing “data driven content marketing,” and they’re missing out on the most important aspect, the human element.

There are times you have to throw the data out, and make decisions based on your gut feeling. Rather than being driven by data, why not let random chance and serendipity do its thing once in a while.

People who are driven by data will never make a decision without consulting the analytics oracle, and as a result, will miss great opportunities because the data didn’t give them permission.

Data should measure what you’re doing and tell you if you’re doing it right or not. Data should not make your decisions for you. You don’t work for data, it works for you. If you’re one of those people who consults spreadsheets about where to go for lunch, let alone what kind of content to publish, unclench a little and try something new.

Content Marketing Starts With Small Blocks

My son at the Lego Store in Orlando. There are all kinds of Lego statues throughout the store.
First of all, content creation is not hard. It starts with small building blocks — a blog post, a tweet, a photo, or a two-minute video. It’s not just 30 page white papers or 2 hour webinars.

Any 12-year-old Lego builder can show you amazing creations built with the smallest of blocks. Eventually, they’ll all combine for some epic large-scale creations that were pieced together one block at a time.

This is as true for Legos as it is for that single piece of content you’ve agonized over — tested, revised, A/B tested, subjected to committee review — for the last three weeks. You can build a great campaign with a lot of little blocks in a way that you can’t with five giant slabs.

When it comes to the small content blocks, there’s no time for the data to tell you what every single post and tweet should say. If you do, you’re overcomplicating things.

Your data should influence the overall theme those content blocks will become, but human intuition should be the driving force. The data should tell you whether it’s working.

Sometimes You Just Have to Ignore the Data

A few years ago, I was working with a client whose SEO specialist had created an editorial calendar based on SEO data and predictions. We decided to ignore writing about their product and cars for the umpteenth time. One of their dealers did a lot of work with boats, so we thought we’d see what happened if we wrote about that for a change.

“No one visits our site about boats,” said the SEO specialist, citing the data.

“That’s because we’ve never written about boats,” I said.

Two months later, our boats post was the second-most visited page on the entire blog, behind the main page. And the total traffic for the next three posts didn’t even equal that of the boats post.

Had we listened to the data, we never would have written about boats. Had we let the data do all the driving, we would have missed a great opportunity. As far as we can tell, the client has been one of the only companies talking about this particular issue, and it’s benefitted them greatly.

When you let data drive your content, you’re just one short step away from “we’ve always done it this way.” That’s when things get super boring, and your audience leaves or dies in their sleep.

For years, the data told web editors wanted shorter and shorter blog posts, until the #longreads movement began. Now people are digging into 2,000 – 10,000 word stories and sticking with them until the bitter end. “The data” told us people didn’t want long stories, but now “the data” is showing us how wrong it was.

If people had listened to “the data” the first time, the art of long-form writing could have disappeared for many people. Instead, by trying something new — by letting humans do the driving — we now have the chance to read long read stories from BuzzFeed, LongReads.com, and Grantland.com, ESPN’s website created to meet the growing demand for long stories.

If you’ve ever abandoned a story idea because the data didn’t support it, ignore the data, publish the story, and see what happens. The worst thing that will happen is “nothing.”

Nothing will change, nothing will move. No one will abandon your brand because you wrote a single blog post that deviated from the data-driven editorial calendar. But you may find a whole new rich vein of ideas and topics that you can mine for weeks and months.

If you’re letting your data drive your content calendar, the wrong person is in the driver’s seat. You have creative people for a reason. Take the keys away from the bean counters, and let the creatives go to work, and then measure their results. Let’s see what happens if you put data second and ideas, and people, first.

By

Three Questions Marketing Agencies Should Ask (and One They Shouldn’t) When Hiring Writers

Hiring writers at marketing agencies can be a crapshoot if you’re not careful. There’s really no one path that makes someone suitable to be a writer. But too many times, agencies think they need someone who fits a specific mold.

When they find the mold-fitting writer, they find he or she just wasn’t quite what they were looking for. The problem is, a candidate may look good on paper, but when you get down to it, they’re not even close to being an acceptable fit.

Maybe they studied English grammar, but they suck at story telling. Maybe they’re a brilliant creative writer, but they know absolutely nothing about business. Or maybe they’re a trained journalist, but they specialize in news writing, which isn’t just dry, it’s Sahara arid.

And maybe the best available writer was turned away because they didn’t have the “correct” qualifications.

If you want to find the best possible writer for your marketing agency, here are three questions you should ask every candidate, and one you shouldn’t.

1. When did you first call yourself a writer?
This is a tricky question, because a real writer has struggled with this question for years. (It’s how you can tell the real writers from the poseurs.) And you have to ask it in this way — “when did you first call yourself a writer?” — because real writers have a story about their answer.

We’re not quite sure when we “have permission” to call ourselves writers. For some, it’s when they publish their first book; for others, it’s the first time they sold a story or article. But the point is there’s a journey and a realization that goes along with finally calling ourselves a writer. And if someone has that story, they’re a real writer.

People who call themselves a writer without giving it any thought don’t give writing any thought either.

Don’t worry if a candidate still struggles with calling themselves a writer. That’s a good sign, because it means they take their craft so seriously, and they want to do such a good job, they won’t just slap that label on themselves without proving themselves first.

(In my own business, when I hire freelance writers, this is the only question I really pay attention to. It’s a strategy that has served me well for six years.)

2. What do you do for personal enjoyment?
Regardless of whatever else they say, one of the things they list must be “reading.” If they don’t read for fun, they’re not serious about writing. Every good writer I know does two things: 1) they write every day, and 2) they read every day for fun. It’s a form of practice.

High-performance athletes often use visualization as a form of practice. They imagine certain plays, techniques, or moves, or they watch game film. To sports psychologists, visualization is a form of practice that’s almost as effective as the actual physical practice.

When writers read, it’s like Peyton Manning watching hours and hours of game film: we’re still practicing, we’re still learning, we’re still honing our craft. We’re not just putting words into our brain, we’re absorbing styles, techniques, and new ideas.

3. What kinds of things did you write in college/What kinds of things do you write outside of work?
You want your candidates to have extra writing experience, and not just in the classroom or for work. A recent grad may have worked on the school newspaper, literary magazine, or school comedy troupe. A veteran writer may have a regular column in a sport fishing magazine. But they need to have something else in their portfolio.

Even if they regularly submit work to literary magazines that gets rejected, that’s fine. You just want to know they believe enough in their craft that they put themselves out there with it. You want the person who loves writing so much, they do it as a hobby as well as a job.

A computer engineer once told me the only college grads he hired were those who also did tech — software, robotics, whatever — for fun at home. It meant they were continuing to learn, and didn’t just limit their knowledge to whatever came from the classroom. He said these people knew more about their jobs than those who only did their coursework.

And the question you should avoid. . .

4. Do you have a degree in English, Journalism, or Communication?
These are supposedly the three writing degrees, but having one doesn’t necessarily mean the person can even write. I knew someone who had a journalism degree, but was hands down possibly the worst — and slowest — writer I ever met.

Having a degree does not equal having the ability.

Having one of these degrees could even mean the candidate studied 18th century British literature, specialized in photojournalism, or studied interpersonal communication.

Having a degree does not even equal having the knowledge.

Meanwhile, I have a B.S. in Philosophy and an M.A. in Higher Education, but I have a writing career many trained writers would envy. Yet, some marketing agencies won’t give me a second look because I have the wrong degrees. Don’t let your HR department dictate the kinds of people you get to interview.

Writing is a skill that can be mastered without the benefit of training and “proper” education. Plenty of famous and outstanding writers learned how to write without having a degree in the Big Three. They did it by reading a lot, writing as often as they could for as many publications as possible, and overcoming the struggle of whether to call themselves a writer.

If your marketing agency — a place that most likely prides itself on creativity and thinking outside the box — is looking for a new writer, ask these three questions (and skip the 4th) and you’ll find the best writer for the job.

By

Content, not SEO, Should Rule Owned Media (Guest Post)

Sean Sullivan is a digital marketer in Indianapolis, specializing in content marketing and analytics. He’s also a good friend. Sean is publishing guest posts in several places, and I’m going to start contributing to his site. This is his latest submission.

Writing should be storytelling. The Internet should throw papers on your door step every morning. Writers should expect their paper articles read. Since the Internet, content overload diminishes what the public can see. Readers want information now. And businesses scramble to publish where readers are.

Marketing is not an instant solution. Marketing takes a lot of trial and error. Companies need a balanced media approach. This would include owned, paid, shared, and earned media strategies. Since you can’t control earned media, and paid media gets expensive, let’s focus on owned media.

What is owned media?

Owned media includes content marketing and search engine optimization (SEO). As the publishing company/entrepreneur, you “own” these medias forms because it’s your website and your content. Many industry experts are saying SEO is in the past, and content marketing is the future. That is not true. All media forms are important, and SEO sometimes means not doing certain things as much as it means using certain tricks. (SEO is not dead yet.)

For the last 15+ years, Google still makes the rules. And you have to follow those rules. Google created the sandbox. And we all have to play nicely. Or we get put in time out. Here are a few ways to play.

View Google Traffic as a Bonus, Not the End Goal. SEO has taken such a beating, and it’s such hard, ongoing work, that it’s not an effective long-term strategy any more. Don’t play old SEO tricks either, because Google will drop the ban hammer on your site. Instead, figure out how to build on online business by connecting with people. Look at Google traffic from inbound marketing as a bonus. You can build your business on SEO, but it can be hard if you don’t have the time to dedicate to always changing and adapting to Google’s new algorithms.

SEO Depends on Content. SSEO is a competition between people finding the best tactics and using them better than anyone else. Content has the potential to go viral and be shared by people who like it, but monkeying with SEO might prevent it from going viral, because Google can penalize your efforts. SEO can help, but your best content — your “hero” content — takes a whole lot more work to create than the actual SEO. It’s your hero content that people want to share and talk about, and that will always be more powerful than traditional SEO.

For Converge Street, I get much better organic traffic when writing about a name or a concept, but that doesn’t help SEO. Writing more quality content and sharing that with my networks is what wins traffic.

Editorial Writing and Tracking. Write in a news/editorial style while linking credible outbound links — link to help with editorial content, not because SEO says you need X number of links. Track results to expand your focus — check page views and time on site. Figure out who likes your writing (i.e. who reads and shares the most) — count social shares, social networks, and even regular sharers. This way you know what people and search engines like. Then, give them more of what they want.

Having good content and using SEO does’t mean readers will flock to your website. Those are just two legs of the three-legged stool. Understanding the different media channels will definitely help. Know where your audience is, write the things they want, and share it on the places where they’re found.

SEO impacts inbound marketing but it’s not main the reason people come to your website. SEO, analytics, and social media lands your paper on people’s doorstep. But good content compels them to pick it up and read.

Photo Credit: @Doug88888 via Compfight cc

By

How to Get Discovered by Brands (GUEST POST)

This is a guest post written by Tamar Weinberg, VP of Customer Success of influencer marketing platform The Shelf, a tool that ensures that brands connect with the most relevant influencers. The Shelf’s technology includes patent pending brand and ecommerce indicators.

Are you a blogger looking to be discovered by a brand for collaboration opportunities? We totally understand the challenges you’re facing.

I’ve worked with a sizable number of bloggers in the past, having written a book on social media marketing with an entire chapter dedicated to blogging. Many people start their blog and come to me immediately after two or three posts, thinking that money and recognition will come immediately.

It won’t.

There are over 200 million blogs—and that’s just one platform. However, even though the space is extremely competitive, there’s a lot of noise and not enough signal. For you as a blogger, that’s a great thing. Discovery will take time but it is doable.

My key piece of advice for all people trying to start a blog: keep at it. Work really hard and post consistently.

But more so, network! Let other people discover you by engaging on their content. And above all, keep your attitude positive and your head held up high. These days, engagement on blog posts is low. Blogs in 2015 don’t get as many comments as blogs in 2010. However, as you keep up on blogging, your social proof as a personal brand will go up. Your Twitter follower numbers will rise. Your Facebook Likes will increase. You will be recognized by people who will be interested in who you are and what you do.

Now you have an established following and brands are taking notice. A few have reached out to you and want to work with you–but you may want to work with others. One of the biggest challenges you will have is how to effectively pitch and collaborate with brands. I totally recommend making the first move.

As long as you have the social proof, you’re in a position to effectively pitch and build upon these brand relationships that benefit both you and your brand. Here’s how we suggest that you build the relationships:

Do Your Research

Look at what other bloggers in your niche are covering. Are they working with other brands that may be interested in your audience as well? If so, take a look at how they’re collaborating with these other brands and feel them out. Was it a giveaway? Affiliate offer? Sponsored post? Once you have a solid understanding of what type of collaboration they are working with, you’ll have a solid foundation for formulating your pitch.

Take a look into the brand’s marketing initiatives. Are they working on any existing campaigns it may be helpful to align with? It may help to check out the brand’s social media channels where you may find promotional materials that help you learn about current campaigns that are worth participating in.

Develop Your Pitch

On top of your research, you may already have a few brands in mind that you want to work with. They could be products/services that totally jive with your audience and your interest level. By now, with both of these, you should have a pretty solid understanding of the types of collaborations that have been done before with the brand and other bloggers, if at all. (And if not, just make the first move and ask!)

Why does your blog align so well with their brand personality? It’s helpful to communicate this particular point in your pitch. To stand above the crowd, you may wish to get creative and offer some other ideas on other types of collaborations.

After you’ve jotted down your thoughts, create the pitch: include a short overview of who you are, how the campaign benefits the brand, and any deliverables you’ll give them. Make your email short and sweet, and if you’d like, include a media kit so that the brand knows about your audience, your social followings, and your positioning in the marketplace.

Be in constant contact

Assuming your pitch is good, those brands should be able to get in touch with you quickly. If they schedule a meeting or phone call to discuss the scope of the project further, take it. Be open to hearing as much as possible from them so that you fully understand their objectives so you know exactly what they’d expect from you and how you could realistically help them. By having this meeting, you should be able to get all the information you need to craft a formal proposal with requested compensation.

If they didn’t get back to you, try again. I hate to say how many times I’ve dealt with people who are good people but are just bad at responding to emails. Maybe they were reading your initial contact while under the covers at 11pm. Maybe they were in a meeting. (Maybe they suck.) But don’t be afraid to try again and be politely persistent until they respond. In fact, if you’re passionate about them, show them you’re already engaged with the content. Feature their brand in an article. Tag them on social media. Engage with their posts and show them your love of the product.

And if you’re already in communications with them, that’s a tipping point! Your blog has now become a professional medium, and it is important to be professional with your communications with these brands to keep these collaborations coming. This is the best step toward a long term relationship that benefits everyone and puts you in a great light.

Initially, it will feel like quite an intimidating process to be involved in this next step with brands. But at the end of the day, the brand gets visibility and you get some benefit through product, payment, and affiliation as well. After all, you’re an influencer. It would be silly not to interact with people who had the If you don’t have the courage to reach out, the opportunity may never present itself.

By

12 Techniques to Improve Your Writing in 2015

It must be frustrating for beginning writers who want to hone their craft, but aren’t given much direction beyond “write every day,” and “read a lot.” It’s been my experience that if you want to improve your writing, you have to start with one tactic and do it every day.

But which ones? What order should you do them in? Are they all important?

Here are the 12 big ones I see a lot of beginning writers need to work on. We’ll start simply and move from there.

Start with the first one, work on it all through January. Make it a habit, and learn to not only recognize it in your writing (and others’), but learn to recognize it before you put it down on paper. Practice the technique on everything you write, not just your Special Private Writing Time. In your blog posts, your emails, your monthly TPS reports. Everywhere.

As you work these writing muscles, you’ll find you can improve your writing everywhere you put pen to paper and finger to keyboard.

  1. Get rid of That: This is the first place that I have most new writers start. This is one of the worst habits that we get into as writers, but it’s easy to spot and break. It’s not incorrect, but it makes your writing loose and clumsy. If you can strike it out, and not affect the sentence, do it.
  2. Avoid other filler words: This is much harder to do. I’ve spent the last 15 years of my writing career working on this particular habit, and I’m still not great at it. I usually take 2 – 3 edits before I’m satisfied with the final result.
  3. Eliminate adverbs and adjectives: Don’t describe verbs, use a descriptive verb. If you use words that end in -ly, chances are, you can get rid of them, and replace the offending verb too. Instead of saying someone “eats noisily,” say “they chomped their food.” So it goes with nouns. Rather than describing the noun, like “the thick hamburger,” rewrite the sentence to show how thick it was. This brings us to our next technique. . .
    4. Tom Waits in Prague, 2008 (Wikimedia, Creative Commons)
  4. Show, don’t tell: Eliminating adverbs is fairly easy. Eliminating adjectives takes a little more work. Instead of describing how thick a hamburger is with a bunch of adjectives, try this: “Jason always bragged about the size of the hamburgers at this place, but I never believed him until I heard my jaw pop when I tried to eat one.”
  5. Metaphors & similes: Once you’ve started down the slippery slope of showing-not-telling, start using metaphors and similes. They help you explain complex ideas or add punch to your writing. For example, Tom Waits’ song “Putnam County” is rife with powerful metaphors. He describes roads as “asphalt dance floors,” talks about women with “swizzle-stick legs jackknifed over naugahyde stools,” and how a band “moaned in pool hall concentration.”
  6. Practice Dialog: The ultimate in showing-not-telling. When our kids were little, we told them they would learn a lot more by listening to conversations than interrupting and asking questions. You can reveal ideas and thoughts to your readers without ever explaining a thing just by making them pay attention to conversations. Learn to master dialog.
  7. Stop talking to your reader: You’re writing to them, but don’t talk to them. Stop nudging them with parenthetical asides, like you’re sharing a secret (I know, I know, you’re probably asking “what do you mean?”) <-- THIS! This right here! Stop doing that! It adds extra words to the piece, and doesn’t actually help the story. Plus, it’s an amateur move.
  8. Write like people talk: Like Elmore Leonard said, if what we learned in school interferes with our writing, tough shit. It means to adopt an informal tone. Use contractions and end sentences with prepositions. It means to use words normal people use, not markety language or legalese.
  9. No more business jargon: Do you speak in business jargon? Do you say phrases like “we have to recontextualize mission-critical relationships?” If you don’t, then don’t write that way either.If you do, this is why no one likes you.
  10. No infinitives or gerunds: If you have a habit of ending words with -ing, edit and shorten to eliminate them. They don’t add to your writing, but their absence can enhance it.
  11. Avoid nonsexist language: I hate he/she and him or her, and s/he is not even a word. Nonsexist writing can be some of the worst and hardest to read. Instead, alternate between male and female examples and terms. If you use a “he” in one example, use a “she” in the next. Or, use the singular “they.” Writers shouldn’t be judged just because they chose one gender over the other, as long as they balance it out. If you alternate between “he” and “she” over your general body of work, you’ll be okay.
  12. Use specific examples, not vague generic ideas: As my friend and owner of The Geeky Press, Brad King, says “don’t tell me about a dog dying. Tell me about the day your dog died.” If you call yourself a storyteller, this is the way to do it. People respond to actual stories, not vague babblings about lofty concepts.

Did I miss anything? What other techniques have you done to improve your writing? What would you suggest for next year? Leave a comment and let me know what writing techniques you want to work on.

By

Blogging and eCommerce: Guest Post by Lloyds of Indiana

My partner, Paul Lorinczi, left Professional Blog Service in 2013 and went to work for Lloyds of Indiana, a former client of ours. I’m pleased to be able to share this guest post written by Garry Jones, owner of Lloyds.

Years ago, Professional Blog Service came to us and suggested we start blogging to support our eCommerce site. We are an online retailer of Print Finish Equipment. We supply print shops and small offices with things like binding machines, binding supplies, laminators, laminating supplies and some larger equipment like uv coating machines and the uv coating fluids that go with them. It’s pretty boring stuff, yet highly technical. We were skeptical like most people. You would not think that blogging would be worth doing, but it ends up being a primary driver of traffic.

Professional Blog Service set us up with the Print Finish Blog. It was one of the best things we ever did. The Print Finish Blog is one of the biggest referrers of traffic to our eCommerce site. We offer tips on servicing laminating machines, how to best manage your uv coating machine, what uv coating fluid works best. We try to help people assess the cost of operating certain machines and their economic benefits for automating. See, many buyers are looking for in-depth knowledge of how their purchase could benefit or not benefit their business. Bombarding people with marketing material only will not help them in the end.

So, what is the benefit? The majority of traffic to the Print Finish Blog is through organic traffic. Since, people searching are using long tail keywords, the blog content gets good positioning in the search engines. While most of the content is non-marketing, the blog does provide links to the lloydsofindiana.com website. So, on average, we can get 25% of our traffic referred from our blog properties in addition to organic traffic. Often times, those blog visitors end up becoming customers. They tend to be buyers. The one constant that is true today as it was 10 years ago, buyers use keyword phrases, shoppers use keywords.

The Print Finish Blog has been good for business. Blogging for eCommerce can help find those buyers out there. It pays to become an authority in your space. Professional Blog Service helped us see the light years ago and it has paid off.