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The Secret of B2B and B2C Copywriting

I’m going to tell you a secret about copywriting.

It’s a secret that the copywriters don’t want you to know. It’s a secret the marketers and the people who hire copywriters haven’t figured out. It’s a secret the business owners and managers don’t even know exists. That secret is this:

There is no difference between B2B copywriting and B2C copywriting.

None at all. It’s complete bullshit. They’re exactly the same, because they use the same thing in both camps:

  • Words.
  • Emotions.
  • The ability to use one to tap into the other.

Oh, and a decent grasp of the English language.

If you understand and can use those things, you can write for both B2B and B2C clients. Even on the same day.

Your Target Audiences Are People

One of the irritating things about content marketers, besides their insatiable greed for data and analytics, is that they forget their users/visitors/hits/views are all people.

Their users are people. Their visitors are people. The page views? Made by people.

And people have thoughts, emotions, and complex inner lives. They want things and they’re afraid of other things. And they’re reading your copy because they either want something or they’re afraid of losing something else.

People are stirred by the same emotions whether they’re at work or at home, trying to decide whether to buy your SaaS software or large-screen TV. They’re motivated with the same methods, follow the same sales funnel, and can be persuaded with the same formulas. They respond to good stories, persuasive arguments, and important ideas, whether they’re at work or at home.

No one is a completely different person between work and home. Oh sure, they don’t do the same things. They may have a work personality and a home personality, but fundamentally, they’re the same people. High-energy Type A people are always high-energy Type A people. Laid-back Type B introverts are always laid-back Type B introverts.

And that means a copywriter who is adept at telling stories or is able to simplify complex information can do that for a B2B buyer or a B2C buyer, even when those buyers are the same individual.

Whether your customer is trying to decide whether to buy a gas or charcoal grill or trying to decide which cloud-computing service to use, they’re going to use the same critical thinking and decision-making skills to solve the problem.

That means your copy needs to be concise, coherent, and complete. It needs to be well-written and informative. It needs to fire up their emotions.

Good copywriters can do that for B2B copy, trying to convince a purchasing agent or a department head to make a decision on their particular product or service. They can turn around and do that for B2C copy, trying to convince a consumer to make a decision for that product or service.

To the copywriter, there’s no difference in how they do their job, how the copy is structured, and which kinds of copywriting formulas they use.

Anyone who tries to tell you otherwise doesn’t know what they’re talking about.

There’s Not Much Difference Between Industries Either

Years ago, I used to work in the poultry industry — we sold poultry feeding equipment and watering equipment to farmers and poultry companies.

Over the years, several of the growers told me, “Poultry farmers are like no other consumers. We’re frugal and we do things our own way.”

At the same time, our company sold hog feeding equipment and watering equipment to farmers.

Over those same years, several of those farmers told me, “Pork farmers are like no other consumers. We’re frugal and we do things our own way.”

A few years later, I worked for a software company that sold software to state governments.

The people I called on told me, “Government purchasing agents are like no other consumers. We’re frugal and we do things our own way.”

Over the last 12 years, I’ve written for startups, Fortune 500 companies, and every size of company in between. I’ve written for techies, marketers, fintech developers, small business owners, lawyers, and software companies, and you’ll never guess what they all — ALL! — have said to me:

“__________ are like no other consumers. We’re frugal and do things our own way.”

At no point did anyone ever say to me, “We’re just like everyone else and we’re damn stupid with our money.” If they had, that one would be the different one, the only one not like all the others.

“But every industry is different by its very nature!”

Well, of course, every industry is different, Financial technology is nothing like hog farming. Women’s skincare is nothing like cloud computing. And marketing software is nothing like construction equipment. I know, because I’ve written for all these industries.

(But I was successful in all of them, despite being a newbie at one point.)

Industry knowledge is important to a writer because it makes their job easier. But it does not make them better. I’ve known veteran industry writers who regularly produce some of the most mediocre, boring garbage, and I’ve seen people who just earned their creative writing MFAs writing write circles around the veterans.

I’ve also seen the reverse to be true.

Industry knowledge does not make the writer, writing skills do. The ability to use language to tap into a person’s emotion and compel them to buy? That’s the real skill.

You can teach industry knowledge. The writer can interview a subject matter expert and craft a compelling story in 10 minutes. But the industry expert can’t learn heart and style — at least not in a 10-minute conversation.

Bottom line: If you’re looking for a good copywriter, focus less on their industry expertise. All that means is they know the industry terminology, but anyone can figure that out with a quick Google search.

Instead, hire a copywriter who knows how to write so they can make your blog articles and webpages interesting, compelling, and fun to read. Hire fiction writers, poets, screenwriters, journalists, and storytellers. Get the people who know how to make boring things interesting and how to make complex ideas easy to understand.

If you’re focused on the length of time a person has spent in an industry, you’re looking at the wrong thing.

Because everyone’s industry is just like all the others, and your customers are just like everyone else’s. The good writer knows that, and they know that tapping into a buyer’s buying motivation is the key to success.

Photo credit: Voltamax (Pixabay, Creative Commons 0)

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A Quick and Dirty Editorial Calendar

One of the things that have always irritated me about social media marketing is the near-fetishization of the editorial calendar.

I’ve known companies that have scripted every single tweet, Facebook update, Instagram photo, and blog article for an entire year, dictating the date and time each message will go out, and color-coding it to product launches, corporate events, and phases of the moon.

And I’ll admit to more than a little schadenfreude when those year-long schedules were derailed by some corporate crisis, takeover, merger, or product cancellation.

I’ve never understood the fascination of such strict, rigorous scheduling because it’s so easily disrupted, but I like the idea of general guidelines. Just a few recommendations to keep me on the right path, not a step-by-step, turn-by-turn map of the route I have to take.

As I like to say, “Just tell me where I need to go, I’ll figure out how to get there myself.”

So here’s a way to make a quick and dirty editorial calendar.

  1. To start, create a spreadsheet on Google, Excel, or Numbers. Label the days of the week, and create enough lines for your posts for each day. The example above has three posts per day.
  2. Color code the alternating weeks by hand. Don’t use the application’s alternating rows command because it doesn’t let you group them this way. (At least I haven’t figured out how to do 2 or 3 rows at a time without screwing up the header..)
  3. Put the dates to the right of the block.
  4. Put a row below the month, and put the Topic Of The Day in each cell. If you’re going to run a daily theme, spell it out here. If you want a weekly theme, put it to the right, next to the dates column.
  5. You can also drop hashtags into each cell. In the sample calendar above, I could drop in #contentmarketing in every Monday spot, #language in every Tuesday spot, and so on. This gives you a little more flexibility to label each post and keep a running theme. For example, for one client, I post a funny little picture on Instagram at 3: 15 every afternoon. (You can see Marcel and his crazy little adventures here.)
  6. Do a Google News search for your particular keyword or hashtag. Start scanning the stories and open up each one that seems to fit what you’re looking for. Do a quick read through and then copy the headline and the URL and paste it into the cells. Helpful tip: Don’t go to news.google.com, because their selection of articles is rather limited. Instead, do a general search and then click the News button at the top of the page. Then select the Recent menu, and choose Last 7 Days. Copy that URL and paste it into a cell on your calendar. Do that for every keyword/hashtag you need. Label them, and set those cells’ formatting to clip the contents, not wrap. (It screws up the look of your calendar.)
  7. Schedule your posts no more than one week in advance. Every Monday morning, I schedule the week’s social media posts for all of my clients. This way, I’m not working too far ahead if there are any major disruptions to their news or social media flow.
  8. With each new month, just Duplicate the most recent page. Then, highlight the calendar, hit Delete, and start all over. Change the dates, drop in your hashtags, and start filling up the content again.
  9. Use a service like HootSuite, Buffer, or TweetDeck to schedule your posts. To schedule your social posts, use a service like one of the ones mentioned, or any of the other options out there. Of course, these all cost money, and some are more expensive than others. You can post to TweetDeck for free, but it only lets you post to Twitter. However, there’s a workaround: Set up a few automation tasks on IFTTT.com or Zapier.com. These tools will let you automate certain tasks, such as reposting an Instagram photo to your Twitter account, or texting you every time it’s going to rain in your area. For a couple clients, I use Zapier to repost all tweets with a certain hashtag (#LI) to LinkedIn. This saves me from spending money on HootSuite, Buffer, or other social scheduling tools.

How ever you set up your own social media and editorial calendar, find a method that’s easy for you and doesn’t require you spending many hours developing an entire schedule for the year. Set up daily and weekly themes to guide you for the kinds of messages you want to share, but keep things loose so you can pivot if the need arises.

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Stop Saying ‘In These Troubled Times’: 5 Amateur Mistakes Content Marketers Keep Making

We’ve had years of practice, thousands of articles written on the rights and wrongs, and millions of social media “experts,” but we still have content marketers and copywriters making the same stupid, amateur mistakes they’ve been warned against.

Now everyone seems to think the current pandemic shutdown somehow changes all the rules, and everything they’ve been told not to do is now fair game.

Not at all. In fact, if anything, this crisis means you have to really buckle down and quit making them.

Here are five amateur mistakes that content marketers and copywriters need to quit making right now.

1. Stop saying “In these troubled times”

Good Lord, if I see “in these trying/terrible/troubled times” once more, I’m going to Hulk-smash my laptop!

They’re are all troubled times! This is nothing special. (Okay, maybe it’s a little different.) But we’ve always had trying times. Even during the good times, we’ve had trying times. “In these trying times” could be said about any time.

Twelve years ago, during the Great Recession, I had a freelance copywriter who used “in these trying times” or “in these economically troubled times” in every single article they handed in for the next four years, even when things were on the upswing.

Every. Single. One.

Bottom line, do not refer to “these troubled times” at all ever. It’s one of the most useless and overused writing clichés in the entire world.

2. Stop sending emails about what YOU’RE doing

I’ve seen plenty of emails explaining what a particular company’s response to COVID-19 has been. Some, like my favorite coffee shop or pizza place, are explaining what steps they’re taking to protect customers, because they know that we’re affected by the things they do and don’t do.

Other companies, like software companies I haven’t heard from since 2012, are telling me the steps they’re taking to shelter in place, practice social distancing, and blah blah blah.

Seriously, Chad? You’re just a software company. No one cares.

The only reason you should send an email about your COVID-19 response is if your response directly affects your customers.

For example, if you have a web hosting company, I want to know what steps you’re taking to keep my servers up and running. If you have a rental car company, I only want to know if you’re going to be open or if I can cancel my reservations. I don’t care how closely you’re monitoring the government’s guidance. Don’t give me a 500-word piece of bullshit that doesn’t tell me anything until the last paragraph. (Read Josh Bernoff’s cutting analysis of Hert’z corporate email.)

And, clean out your email list. If you haven’t heard from certain people in more than four years, maybe you should just remove them.

3. Don’t say anything unless you have something to say

This piggybacks off point #2, but it’s a much broader message. As content marketers, we’re already used to filling up people’s inboxes and social streams. And people are 1) ignoring it and 2) tired of it.

So maybe we should instead shut up and do something useful. People are frightened, anxious, and just trying to take care of themselves and their loved ones. So no one needs more marketing clutter to get people to pay attention to us.

If you want to get people’s attention, do something useful. Offer them something to make their lives easier. Accounting software companies, teach people how to become entrepreneurs, because a lot of people are losing their jobs. Personal finance coaches, create videos, blog articles, and podcasts about how to lower our costs and trim our budgets. Restaurants can offer cooking classes or “ask me anything” sessions.

Some companies are already doing this. My gym, like a lot of gyms, are offering workout-at-home video sessions. My friend the yoga instructor is doing Monday night yoga sessions on Facebook Live. Blaze Pizza hosted a virtual pizza party with their executive chef, Brad, where people could ask him questions and get real-time answers.

But other companies are still sending me emails about booking trips, buying electronics, or buying men’s clothing.

I realize you have to find a way to stay in business, but try being useful before you start being commercial.

4. Update your old messages

For some of you, it’s business as usual. For most everyone else, they’re not buying anything. And yes, it’s hurting the economy. And yes, businesses are suffering and they need a way to stay in business. I’m not saying you shouldn’t.

What you should be doing right now is revamping your old messages and updating them to reflect the new reality we’re going to be facing for the next several weeks.

Case in point, a friend from Indiana posted that she saw a commercial from one of the local TV stations reminding people to check in with them for the local traffic report. That’s fine, except there is no traffic because Indiana is on a statewide stay-at-home order.

While the ad may be a good reminder for people once the order is lifted, it’s still a wasted opportunity. Check your upcoming messages and see if any of them have now aged out or ring a little tone deaf in light of the shutdown.

If you have scheduled your messages days and weeks in advance (which is a bad idea), hit Pause on your drip campaign until you can be sure that everything is still valid, true, and necessary. Take that opportunity to update your messages to better reflect your new approaches (see #2) and any new offers you might have.

5. Never, EVER refer to the “China virus”

We all know what this virus family is called — coronavirus — and what this particular strain is called — COVID-19. Those are the two most widely accepted terms that everyone knows and uses. The media is using them, the CDC and the World Health Organization are using them. It’s only certain government officials who are calling it the “China virus,” and it’s causing a lot of problems for Asian Americans.

They’re being threatened, verbally harassed, and in some cases, physically assaulted, all because some mouth-breathing halfwit thinks Chinese people are perpetuating the virus on our country. These are the same mouth-breathing halfwits who think you can also catch it by drinking Corona beer.

Which is made in Mexico. Which is not near China.

So if you use the term China virus, you’re just buying into the same racist dogwhistling nonsense as those other mouth-breathing halfwits. So don’t do it.

Good content marketers are always learning, always improving, always trying to do better. But there are times where we get lazy and settle into old habits and easy cliches just to get through the next assignment. But now is not the time to fall prey to that kind of thinking.

Your customers are counting on you in these troubled times.

Photo credit: Urban Artefakte (Flickr, Creative Commons)

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How to Work With a Ghostwriter

I’ve been a ghostwriter for over 10 years, working on blog articles and even books with people who have a story to tell. I’ve worked with dozens of clients and have written over 3,500 articles in that time, as well as eight books, including my new novel, Mackinac Island Nation.

My clients have ranged from CEOs of Fortune 500 companies to entrepreneurs running one-person operations, both in the United States and overseas, in a staggering variety of industries. I’ve been able to learn from all of them, and — I hope — they’ve been able to learn from me.

For those of you who are thinking about working with a ghostwriter, whether it’s for corporate blog articles or even your own memoirs, there are a few things you need to realize before you start.

It’s going to cost money.

You can tell this is an old photo (from 2004) just by the Compaq logo in the bottom corner.
Writers need to eat. We have to pay our mortgages. We have to take care of our families. We don’t write for the promise of royalties or the exposure. This is not a hobby, this is our job. And just like any skilled position, the better the writer is, the more it’s going to cost. Things will get done faster and they’ll be done better than if you go with the less expensive option.

So while many people who want to write a book have a fascinating story to tell, a good writer is not going to want to spend 3 – 6 months working on your book in the hopes that they’ll get something from your efforts. It’s impolite to even ask, so if this is your plan for paying them, either save up your money or start writing it yourself.

Typically, a ghostwriter will ask for half up front and half at the end, but my practice has been to ask for half of the fee up front, one-fourth when we reach the halfway mark, and the remaining fourth when the final chapter is delivered and/or the manuscript has gone through one or two rounds of edits. For corporate ghost blogging clients, I typically work on a retainer basis where there will be a set number of articles written each month, and the client is invoiced on the 1st.

Be prepared for some give and take.

This is a collaborative process, and the manuscript will be evolving and changing. When the ghostwriter gives you the first draft, that’s so you can make the big changes, like rearranging sections, clarifying details, and rewriting problem sentences. This isn’t the finished product, so don’t get upset that your writer just handed you a pile of garbage. Your job now is to go back and read it and make sure everything is correct and you’re satisfied with the direction this is going.

That first stage is also not the time for fixing typos and punctuation or spelling errors. That will come later. Like I tell my clients, there’s no point in polishing a turd, let’s make it a not-turd first. Make all the major revisions and changes before you start fixing the tiny errors.

Similarly, you will have to call it done at some point. Yes, you want this to be perfect, and you want it to be polished to a high sheen, but that’s not always going to be your ghostwriter’s strong suit. Their job is to write the manuscript, make some revisions, and get it to a reasonable state where a copyeditor could take it over.

So be sure to work out in advance how many revisions and changes you can ask for. No writer wants to spend 12 months polishing and changing your manuscript, so save your revisions for one major passthrough rather than trickling them in. Typically, you should be able to get to the copyediting stage with no more than two revisions. If you’re not getting there, then one or both of you are the problem.

Leave the mechanics to your writer

There’s a very good chance that you’re good at punctuation and grammar, but there’s a very good chance that your ghostwriter is a nerd about it. That means that they know whether the grammar rules we learned in school are totally bogus..

For example, I was working with a client who tried — rather smugly, I thought — to correct me on a preposition I had used at the end of a sentence. So I explained to him:

This is a rule that should never have been in existence in the first place, but it had been created by an 18th-century Latin scholar named Robert Lowth in his book, A Short Guide to English Grammar. Lowth had read a similar admonition in a commentary by a 17th-century poet and scholar named John Dryden.

The problem was Dryden and Lowth were applying Latin rules to English, even though English didn’t actually need a few of those particular rules. It has been unnecessary for centuries, and most grammar nerds will never expect someone to contort their sentences just to follow that rule.

I could tell by the reaction from the client that he hadn’t expected any of that.

“Oh,” was all he said, and he never brought up grammar issues again.

The moral of the story: When someone starts spouting 400-year-old grammar history knowledge, he probably knows when you can break the rules.

So let him.

Don’t feel guilty that you’re working with a ghostwriter

Look, if you could write, you’d be a writer. If you had the time, you could do this yourself. But chances are, you’re working with a ghostwriter because either writing is not your forte or you just don’t have the hours and hours to put in the work.

This is the same reason you don’t change your own oil, fix your own leaky plumbing, re-roof your own house, or do your own taxes. You want a professional who’s good at what they do so you can look great at what you do.

Once, when I was ghostwriting a speech for a client, they felt embarrassed to have someone writing for them, like they weren’t important enough to need a speechwriter. I told them it wasn’t a question of being important, it was a question not having the time.

“Do you have four hours to devote to this project?” I asked.

“No, I barely have four hours to do anything,” said the client.

“Well, I do,” I said. “This doesn’t make you too big for your britches, it keeps you from looking unprepared when you give this speech.”

This is true whether you need a speechwriter, blog writer, or book writer. It’s not a question of whether you’re too important or have more money than sense. It’s a matter of helping you present your best story, whether it’s in a book, your company blog, or even a speech.

You need a professional who understands the subtleties and nuances of language, can tell your story in a clear and compelling way, and can do it in a timely manner.

So if you ever need to work with a ghostwriter, be clear and upfront with your expectations, and ask your ghostwriter to do the same with you. Don’t get bogged down in the process and let them do their job, while you do yours.

Photo credit: hobvias sudoneighm (Flickr, Creative Commons 2.0)

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How to Use Storytelling on Your Social Media Campaigns to Increase Your Engagement

Every so often, I will feature guest posts from writers who actually have important and interesting things to say. Patrick Bailey is a professional freelance writer, working mainly in the fields of mental health, addiction, and living in recovery. He wanted to write about storytelling and social media, so I let him take a crack at it. At 1500+ words, I think he knocked it out of the park.

Even before civilization came to be and nothing was in print, humans were hard-wired to listen and tell stories. Stories became the backbone of many ancient cultures because they were passed on from generation to generation through verbal means. Traditions were built through sharing stories. Stories were written as books, and they became the time-enduring classics.

Now, we have the capacity to share and record stories in the digital world. With the use of the Internet, blogging became an avenue for ordinary people to share their stories whether it was something personal or related to their business. After blogging, social media became a tool for people to share the mini-stories of their lives.

That is just one side of the coin — in fact, there are many facets of storytelling that shows how much power it holds to influence others. In marketing, storytelling plays a big role in capturing the minds and hearts of readers and viewers.

What is storytelling in social media?

Storytelling in social media is quite different when it comes to those found in books, magazines, or even blogs. Since people have a shorter attention span when browsing through their social media feeds, it is important that our stories are concise yet captivating. Here are some of the characteristics of an engaging story in social media:

  • Stories should start with an attention-grabbing headline or first statement. The stories you post in social media should be interesting from the beginning. This is the hook that makes readers or viewers stay engaged.
  • Stories should be concise. Unlike blogs, people don’t have the patience to read page-long stories about you or your brand. It is important to be concise and only state important details in your story.
  • Stories should be accompanied with other multimedia forms. Although text can be engaging in itself, it is proven that multi-sensory experiences in the digital world can help users retain far more information: Include images or videos with your story.
  • Stories should have a strong call-to-action at the end. Before even creating a captivating story in social media, you need to think of your primary goal why you are setting up the campaign in the first place. Do you want people to visit your website? Do you want more email subscribers? Do you want them to purchase your product? Think about your goal and start making your story from there.

Now that we understand the characteristics of an engaging story in social media, how can we create one from start to finish? Here are some steps you can take.

Think about your audience persona.
Some stories may be interesting for a particular group, and yet some wouldn’t really bat an eye on the same topic. When formulating your story, think about the type of audience that your platform or business serves. This is called your audience persona, which means personifying the archetype of audience that you may have. Think of your audience persona based on the following characteristics:

  • Age
  • Gender
  • Socioeconomic status
  • Cultural background
  • Where they live
  • What they do
  • What their problems are
  • What they look like
  • What things do they need

These considerations can help you create a story that will be interesting to your target audience. Without building an audience persona, you may end up formulating a story with full effort and no engagement.

Remember the rules of capturing attention.
One of the most popular copywriting formulas called AIDA, which stands for Attention, Interest, Desire, and Action. These four pillars of effective copy can also be incorporated into storytelling. Now that you have established your audience persona, it is important to place yourself in their shoes. What would be a story that can capture their attention?

Many marketers would go for the first-person story technique. They can talk about their personal struggles which make them relatable to their target audience. This is very effective because people want to know others’ story and how they have succeeded.

For example a company called Mountain Springs Recovery focuses on addiction rehabilitation. They use storytelling campaigns through testimonials of others’ struggles in rehabilitation and how they have succeeded through the help of the company. This is a great way to tug to your audience’s heartstrings and make them read the rest of your story. Other attention-grabbing techniques include:

  • Sharing a short case study of your previous client. Ask permission from a previous client to tell their background and how they have achieved success through your business.
  • A story about someone who benefited from your business’ advocacy. If your business supports an advocacy (e.g., helping cancer patients, providing scholarships, etc.), share a short story of how these people have benefited from your business, and how others can support them by supporting your business as well.
  • Your own before and after story. If you are a professional who has experienced the same problems as your target audience, you can use your own story as a marketing tool. For example, a fitness coach can post his or her before and after results while sharing a story of their struggles and triumphs in the weight loss journey.

Remember what your teacher taught you.
Do you remember in literature class when your teacher would remind you of the parts of the story? Mostly, an engaging story or a narrative would include the characters, setting, plot, conflict, and resolution. You don’t have to elaborate too much when creating your social media posts. All you have to do is to keep them present when thinking about your story. Make it clear by introducing the main characters of your story (Is it you? Your client? A person you know?), where and when it happened, the premise, what the problem is and how the problem is solved.

Remembering these elements can help you create a formula that would always be engaging to your target audience in mind.

Experiment with multimedia.
Engagement is not just about using one form of media. Social media platforms such as Facebook, Instagram, Pinterest or Twitter have different tools to help create engaging stories.

This is where you can start experimenting. If you already have a small audience you can work on, try to create different types of content. Start by crafting your story accompanied by a photo, and in some instances you would want to shoot a video.

When you create social media accounts, engagement is counted as the amount of views, likes, shares, and comments in your content. If you notice that one form of media is more effective than the other, you already know what format of stories you would want to post in the future.

Essentially, focusing on the story format that your audience wants is the key to gaining engagement and social proof. As other people see that you have likes, shares, and comments in your stories, the more that they will be curious to see what your business is about.

Build trust — don’t rely on click bait.
Unless your ultimate goal is to get views for your business merely in your website or social media accounts, don’t exploit people’s attention through click bait. Clickbait is when writers over-sensationalize stories in order to get views.

It is best not to rely on this technique as it may cause people to lose trust in your business — resulting in bad comments, poor feedback, and eventually dwindling attention. Make sure your stories are genuine, and if you do promise something, be sure you can deliver. Do not simply make up stories in order to get future clients to sign up, then setting them for disappointment.

Utilize call-to-action buttons.
As mentioned earlier, an engaging story in social media must be built with a goal in mind. This goal is realized by creating a call-to-action. For blogs and websites, a call-to-action is usually done by posting a link or a sign-up form. However, social media is a little different because you can use buttons when you make sponsored posts for your stories.

A clear example would be Facebook sponsored posts. When you boost a Facebook post, you’ll notice that they will give you an option to place a button at the bottom of your sponsored post. Below your story, you can create a button that can make the users:

  • Message your Facebook page
  • Contact your business number
  • Visit your website
  • Shop in your built-in store

Whatever your call-to-action is, make sure that it is clear to your audience and they can easily access it through these buttons.

Create stories, engage your audience.
With so many businesses vying for people’s attention is social media, you can stand out by following these actionable tips in creating engaging stories.

Author Bio: Patrick Bailey is a professional writer mainly in the fields of mental health, addiction, and living in recovery. He attempts to stay on top of the latest news in the addiction and the mental health world and enjoy writing about these topics to break the stigma associated with them. Find him on Twitter at @Pat_Bailey80.

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Building Authority Through Guest Posting

Every so often, I will feature guest posts from writers who actually have important and interesting things to say. And since this is a guest post about guest posting, I liked the whole meta vibe, and decided to publish it, especially since she’s a fellow word nerd.

Ellan Dineen is the Marketing Associate at Design Wizard. When she’s not hard at work in the Marketing Department, Ellan can be found en route to foreign lands with a book in her hand and a podcast in her ear. With a Master’s in English and Diploma in Social Media Marketing, she knows the importance of staying up-to-date with the industry’s latest trends and insights and is keen to pass these tips on to her readers.

Want to establish your online presence? Want to be the “go-to” expert in your niche?

It’s time you finessed this thing called guest posting.

Guest posting allows you to reach a wider audience by posting your articles on related authoritative websites. It strengthens your brand and gives you a massive boost in credibility.

Like with anything when it comes to digital marketing, however, there’s a right and a wrong way to do it.

In this article, we take a look at what you should do, what you should not do, and what kind of quality content you need to be posting.

Identify Your Value

You won’t be able to build authority if you don’t bring any value to the table. The only reason a website will allow you to publish an article on their website is because it offers both them and their audience a massive amount of value.

No value = no guest post.

There’s another reason why value is important. As well as educating audiences, solving their problems and positioning yourself as their go-to expert, the Google algorithm also prefers valuable content.

According to research, long form content gets more traffic than any other type. This is content that contains more than 1,000 words, and which offers in-depth, valuable and actionable information to the reader.

Each time you pitch an article to another website, identify your value first. This will make it so much easier for the blogger to say yes to you.

Don’t focus too much on your ‘tips and tricks.’ Show them how your valuable content is going to benefit their audience.

Ask yourself:

  • How is your content is going to benefit people?
  • What issues are you addressing and solving?
  • Are these issues that people care about?

Solid content by itself won’t work if no one can see where the value is.

Research The Websites You’re Targeting

You can’t build authority if you don’t do your research. Unless you know enough about the websites you’re targeting, as well as their audiences, your content might miss the spot.

Take a look at your target website’s audience and ask yourself some questions:

  1. Will they benefit from a link to my web page?
  2. Will my infographics be of use to this audience?
  3. Will this audience buy from me?

Find out who is engaging with a particular website and whether or not this is an audience who will appreciate your article and advice.

To build authority via guest posting, it’s also a good idea to take a look at the content a website has already published and stick to the format. For example, do they capitalize their subheadings, do they use images in their content and if so, how do they credit the images?

When you follow the format of a website blog you are giving the editor less work, and that is very hard for them to say no to.

A big no-no when it comes to guest posting is to fail to do your research. If you identify 30 blogs and send them generic emails with your pitch before doing any research, you’ll be wasting your time.

Always take your time to learn more about who you’ll be pitching to. Then, you can adjust your content and send out hyper-personalized emails accordingly.

Top tip: Avoid spelling and grammar errors in your emails. Use Grammarly and other tools to catch these mistakes before you click send.

Produce Your Best Content

It goes without saying that if you want to position yourself as an expert, your content has to be brilliant. Each time you produce a guest post, ask yourself “is this my best piece of content?”

To this end, you need to produce long-form content (1,000 words minimum) that offers unique insights to the reader. Your advice needs to be actionable, as different as possible to what has come before, and it needs to be of use to the target audience.

A huge no-no is to spend most of the article discussing things the reader already knows. The key here is understanding who your target audience is and what stage they are at in their journey. For example, if you’re writing an article about the do’s and don’ts of digital marketing to an advanced reader, don’t waste people’s time discussing what digital marketing is. They already know.

Your content needs to be readable, shareable and it needs to be as up-to-date and relevant as possible. This means understanding the latest trends and including links to recent stats and research (as opposed to information from 2014).

It’s also a good idea to write from personal experience. After all, you’re the expert here. If you’re writing about a subject you know intimately, don’t be afraid to write from your personal experience while making sure that your personal examples are relatable to others.

Your best content will need quality images and graphics, too. If you’re not sure where to source images from, you can use a tool like Pik Wizard. To spice up your graphics so that your content is as professional, engaging and eye-catching as possible, meanwhile, Design Wizard is your friend.

Absolutely do not go into this thinking that you can get away with posting below par content. Impressive content that educates, informs and engages people is the best way to establishing your authority and boosting conversions. The ultimate aim of guest posting is to grab more traffic from other sources and you can only do this by producing your best content.

Don’t hold back on the value factor. Yes, you’re doing this for free in the sense that you don’t get paid for a guest post. But the ROI will be worth it when you start to build your authority.

Moreover, the more awesome content you produce, the more chance you’ll have of securing a guest post with a super high domain website, such as Forbes or the Huffington Post.

Conclusion

All in all, building authority through guest posting comes down to identifying your value, identifying a related website’s audience – before producing as much valuable, usable content as possible that the audience can take action on. Focus on quality, not quantity, do your research and don’t hold back when it comes to value. Educate, inform but also engage.