Writing content for different platforms requires a varied approach for websites, social media platforms, and print collateral. It requires a certain level of skill to know the difference as well as what ways are most effective. What should remain constant however is that your content be reader-driven and “actionable” to keep readers engaged, educated (i.e. informed) and entertained.
Writing for Social Media
Set the Hook Quick -More concise writing in social media (SM) is the key. Most people are on the move while on SM platforms so it’s imperative that you set the content hook quick with strong points up front and in a pronounced way. There’s so much content out there so this a key way to stand out, engage and create a faithful reader. This ultimately affects the breadth of your audience and long-term followers.
The Risk Factor – Social Media social graces aren’t the same as traditional forums. So feel free to take a risk every now and again. If you have a quirky yet innovative way to capture an audience, SM platforms like Facebook & Google+ are the places to do it. Feel free to mix your SM writing with audio sound-bytes or other platforms like YouTube to really engage and entertain.
Writing for Websites
Standing Out – What ever the main point is of your content, it should be conveyed in a standout way that doesn’t require a lot of upfront reading or navigation. Using bold or differential typeface, different color fonts, graphs, images or infographics allows the reader to get the “gist” or the most important information in 1 minute or less. Make sure these standout points:
include bold statements about your business;
engages the audience visually; and
encourages them to act.
Write Easily Scannable Content – Don’t expect people to pour over your every word on your website. Scannable content is engaging content that allows readers to understand the general basis sweepingly, at a glance. It is easier to read than word-for-word and it allows readers to easily digest the primary information nuggets.
Writing for Print Collateral
Be Promotional & Motivating – Most web and social media content has to appear more informational than promotional. Subtle promotional content requires a certain finesse and is not overly stated or extremely brazen. A great print piece conveys to your clients that you take pride in your business, products or services. Your print collateral should persuade prospects and inform them that you have something valuable to offer them. Ultimately it should showcase your talents and strengths while clearly motivating to purchase your product or service.
The Bigger Picture Copy – Print collateral does so much more than explain your product or services. The quality of our product should be exemplified in your content copy and the copy should reflect in-kind. To me, sloppy copy conveys sloppy business. Remember once in a prospective client’s hands, you have the chance to make not just a client out of them, but hopefully a long-term advertiser via word-of-mouth.
Tail End Tip:Make sure all your content flows smoothly to minimize boredom, confusion or frustration.
When trying to market their products and/or services, most small businesses aren’t thinking about public relations. But they should. Regardless of size, profit margin, or number of employees, you must realize the image you portray is everything and is certainly what motivates consumers to select your business over your competition. Now that that is clear you might be asking…
What exactly is PR?
Why is it necessary for my business?
How do I start & maintain a good PR campaign cost effectively? Check out these free tips for a true, do-it-yourself road map to a successful PR campaign.
The Basics
Let’s start by defining PR. Per Wikipedia PR is “managing the flow of information between an individual or an organization and the public…[and] the aim of public relations by a company often is to persuade the public, investors, partners, employees, & other stakeholders to maintain a certain point of view about it, its leadership, products…”
Now consider what the best platforms are for your target audience. You can accomplish this by finding out how your customers or clients consume your content. Is it in readable form (website, blogs or in print); audibly as an iTunes podcasts; or watching videos via a business YouTube channel? Take a little time to figure that out and then get ready to leverage it (or all of them) like a PR/marketing maven!
The Bang for Your Buck by Blog
A blog is a great tool for sharing information and expertise. Having a consistent voice is important to teach consumers about your company’s perspective and interests. According to the the Social Skinny,
Getting Press
Having your business name out in the media, whether print or social, is a critical element to your image and of public relations strategy. Some cost-effective options include distributing electronic newsletters via free or low-cost email service providers. Try partnering with other local businesses for limelight events and advertisements to boost your brand recognition. Thanks to Forbes, here are some tips for starting & maintaining your media presence.
Rubbing Elbows
Participating in networking groups in a big part of getting your business local recognition. Most SBA’s (Small Business Associations) don’t require much money to join and host networking functions regularly. You can also network electronically by joining groups with similar interests through select social media channels liked LinkedIn. This is a great way to increase visibility while sitting right at your desk. For those of you not shy with a microphone in your hand, consider being a key-note speaker for a business workshop.
Earbudding PR
Most people are on the go constantly and mobile devices have almost become an appendage. So consider getting your audience’s attention on the go with the communication tool of podcasts. Leveraging podcast technology allows you to get your business name and brand message out to potential customers. Make sure your Podcast is short – usually no more than 15 minutes and contains the most value-added content to keep your consumer engaged. To get you started, check out these tips to successfully create your own business podcast.
Viral Video Marketing
Video marketing gone viral is the latest low/no-cost strategy for business to let the internet work for them. So if you or someone at your business is good at presenting, consider creating a YouTube brand channel. This allows the ever-growing audience of YouTube and potential consumers to get to know you & your business on a more personal level. Check out these tips on how to get started, get subscribers and run a successful video marketing campaign.
The Resource Table
Take time at least 2-3 times per month to peruse these great resources to stay abreast of PR tips and tricks.
We know that Content is King…yes, yes, yes – we’ve heard that over & over again. But let’s talk about the content strategies being implemented by brands and media leveraging this great sporting event taking place right now. I’m confident it was a full on sprinting event for various brands & powerhouse marketing firms to get their client products or just their in-house writing talent to be considered for this years’ event. Whether submitting product designs or being a head content writer for the television promos or print campaigns, all were gunning for the gold.
Leading the pack of those trailing close behind, Coca-Cola (Coke) has certainly won the coveted spot. I have read that Coke created more than 120 pieces of content for this years’ Olympic Event. But the company’s most brilliant move was capturing Mark Ronson, an English DJ, Grammy award-winning producer, musician and co-founder of Allido Records, to blow away the competition with its “Move to the Beat” campaign for the London 2012 Olympic Games. http://bit.ly/QZoW7L Using the video platform of YouTube, Coca-Cola created an entire series of videos to extend the value of their brand for the Olympics and reach customers in an interactive way. While some companies may still be hesitant to embrace video due to budget or ROI concerns, the forward-thinking marketers of Coca-Cola are diving headfirst.
This campaign has broken the ribbon with their concept of recording the sounds of Olympic sports events and transforming them into music. http://bit.ly/NQMDvF The motivation behind Move to the Beat is to bring teens closer to the Olympic Games while drawing inspiration from London’s musical heritage and connecting the two in a very tangible way. http://bit.ly/MOzd68. Doing so resulted in a cool, interactive corporate sister-website solely dedicated to this Olympic campaign at http://bit.ly/QLBOKf.
Knowing that Social Media would play a key component in their ability to gain worldwide access & participation, they coupled with Facebook on this venture allowing the brand to blast worldwide and engage the masses to create their own music beat! http://on.fb.me/OxDuau
Wow, talk about leveraging Social Media elements with written & video content! I wish I could have been a fly on the wall at that team meeting! Just when you realize the enormity of this project & campaign, scrolling through the website you realize that this concept allows all of us NOT IN LONDON to engage outside the normal screaming from the couch or bar stool at the TV, to tap our fingers, dance while cooking or wield our musical talents (novice or expert) TO BE A PART of this historical event. That’s right YOU can create your own beats and let the whole world know you are part of the London 2012 Olympics. Sweet right?
So kudos to the marketeers and content creators at Coca-Cola for taking content creation to another interactive level. And based on the numbers of those Moving to the Beat on this venture, I’d say it’s proven that this campaign was destined for the podium and the #1 spot at that!
What in the world is Link Baiting?
In the simplest form, it is the act of creating any content within a website, advertisement or blog that is designed to gain attention and more importantly, encourages people to link to its original form. The goal of link baiting is to leverage content to become an extremely powerful form of marketing. Some feel it’s another tool to acquire the currency of SEO. Let’s talk about how it can be the biggest fish in the pond of SEO, why it’s important to get others hooked into it and then what it really reels in for you and your business.
To completely understand its meaning you have to understand what is at the heart of its composition. Link-baiting goes way beyond words within the content of your website, advertisement and/or blog. Aside from text, it can also be an image, audio or video clip. Any of these can be effective link baits as long as they are interesting enough to catch people’s attention. And once someone has clicked onto one of these vehicles, you want them to share it and hence great amount of traffic for your content. And that’s the goal-for some part of your content to become the Los Angeles freeway at 5pm. Think about how popular blogs have become that have infographics or videos. Videos gone viral on You Tube can take a no-name person or product and spread it like wildfire. Its all about engagement, the tantalizing, wiggly worm on the hook just waiting to be nibbled. Now that you understand what it is, where & how do you use it? What-For blogs you definitely need a strong & compelling headline to capture the readers’ attention and engage them. Take for instance this blog. “Link baiting” is a popular, strongly researched topic. So having a witty “hook” title will return good traffic once its out there. And while the “body” of the work needs to be strong and compelling to keep you entertained, its important to hook you right off the bat with the title. If a title doesn’t create intrigue then you won’t get the readership; and without readership, your content just floats along lonely in the sea of the worldwide web…you don’t want it to be Dory in Nemo singing “keep on swimming” – lol. Where -You want your content on all major Social Media sites to ensure good dissemination. Period – it’s that simple. How-A simple example is making sure to add links to your website and/or blog to a witty catch-phrase let’s say on Twitter. I plan to do it with this very blog so check me out on Twitter to see this concept hard at work. https://twitter.com/#!/Dt_Yvonne You can also add a video or audio clip to your content so that others will want to share it. http://blog.jpdesigntheory.com/why-website-content-is-important-video-interview/ For most businesses, the goal of disseminating information is to generate business as well as inform in some nature-whether it’s to sell shoes or trying to get elected as Mayor. Therefore the process of employing effective link baiting requires preparing the hook with the best content. Oh by the way- GOTCHYA!
If I didn’t persuade you enough, check out this listing from Wikipedia which offers some of the most common approaches to effective link baiting:
Informational hooks – Provide information that a reader may find very useful. Some rare tips and tricks or any personal experience through which readers can benefit.
News hooks – Provide fresh information and obtain citations and links as the news spreads.
Humor hooks – Tell a funny story or a joke. A bizarre picture of your subject or mocking cartoons can also prove to be link bait.
Evil hooks – Saying something unpopular or mean may also yield a lot of attention. Writing about something that is not appealing about a product or a popular blogger.
Tool hooks – Create some sort of tool that is useful enough that people link to it.
Widgets hooks – A badge or tool that can be placed or embedded on other websites, with a link included.
Unique content hooks – This hook is intended for people that are in need of unique content or articles for traffic or AdSense revenue. This became popular after Google implemented Duplicate Contents Filter and sites with duplicate contents saw fall in traffic. To use this hook, you have to create unique content and give it out to bloggers and webmasters with an obligation to link back to your site.
Curated hooks – A content that links out to other websites by citing them as resources naturally attracts linkers and have high chances of going viral as the mentioned sites in the link bait are most likely to link to the site and share it through their own networks.
Always remember that your content must be current (ripping something tantalizing from the headlines of major reporting forums such as nightly news, respectable magazines or newspapers) and is a great form of SEO currency. Don’t let your creativity dwindle when it comes to achieving this objective. Remember, the ultimate goal of all this is to create buzz and get people to share your content and its links – which hopefully hooks bank for your business.
There is no denying that many people are using social media in one way or another. There’s probably thousands of people each day that are new to it too. There are so many networks to use, and each one gets updated or releases new features so often, that I dare to say that everyone end up learning something the more they use social media. Here at Design Theory, we know a lot, but we try never to say that we’re “Gurus” that know everything. It’s hard to know everything when things change so frequently.
Now we’re online almost 18 or more hours a day. Be it on our smart phones, laptops, tablets, and desktops. One way or another we’re online and engaging our audience, partners, and clients in some form or medium. It’s a lot of work and a lot of constant effort. For the average small business owner deciding whether or not to get into social media, our advice is usually the same:
“Either go all in, or don’t bother at all“
Harsh? Yea a little but the reason why is we hate to see failed attempts. It is very easy to get confused when you’re first starting out. And those little mistakes that may seem insignificant to you, may cost you your online reputation.
Incomplete Social Profile
This is totally a rookie mistake, but you’d be surprised how many social accounts we come across that are only partially filled out. Have you ever seen that big goose egg on Twitter for a person or business? They probably haven’t ventured into the profile settings to upload a cool head shot or picture of their store or logo to show that they’re actually a real account. Or on Linked In where someone may use a picture of a cat or cartoon character as their profile photo. Not only is that not appropriate for that social site because Linked In is considered more of a professional business networking site, it looks like you don’t take your professional profile seriously. Facebook allows you to input a lot of information for your Business Fan page, so take advantage of that. In a lot of cases a successful Facebook page will show up in a Google search way before your website does. So be sure to have your best foot forward with all of your information listed.
Dormant Accounts
These are social media accounts of people or businesses that at some point got started, then got bored, frustrated, or lost interest and stopped using their accounts. I’m sure some of those people thought they’d get back on the wagon once they found some more free time in their day, have an upcoming event or sale that they’ll want to promote in the future, or some reason or other. However valid the excuse may be, to a potential client and your audience it now looks like you don’t take your social account seriously. And in that microsecond you lose a potential ear for someone who was willing to pay attention and follow your brand.
Duplicate Updates & Posts on All Mediums
Speaking of multiple accounts, don’t make the mistake in posting the same posts or status updates across ALL of your social media accounts. Its tacky and lazy. Sure that sounds mean, but it’s true. Most people are members of more than two social media platforms and they’ll see your post on one network then see the same one on another network word for word. It looks like a robot may have posted it or you’re not really putting time to pay attention to the conversations and tones of each network individually. Point is you can’t mix coffee with juice then a slushy and dip your donut in it and expect everyone else is drinking and eating the same things you are at each table.
Failure to Respond
This one kind of falls under the dormant accounts but in some cases is a bit worse. Have you ever reached out to a fan or someone on a social network and never hear a response? Or have you read a post that was just posted in the last few minutes of you reading it, and you like it and reply, and you never hear a response to your reply? Yea those are bad. It looks like you’re just talking and could care less about listening. Which really defeats the purpose of being “social” on these networks. There’s some etiquette for each network on reasonable response times.
You Think It Shouldn’t Cost Much
I saved this one for last because it seems to always be the elephant in the room. To be a little transparent, we get a good amount of emails and phone calls requesting quotes on managing creating social media accounts for small businesses. I would say the number one hesitation for us seems to be price. Yet we’re not the cheapest business in our local market and certainly not online. To give you an idea of a median price for a full package for social media management and marketing for Google+, Twitter, Facebook, Linked In, YouTube, and Pinterest; you would be paying around $2,000 a month. This includes metrics, tracking, custom Facebook tabs and landing pages, Call to Action and ongoing marketing initiatives, and of course constant up to the minute engagement.
After reading all this, I’d love to hear your thoughts and even your own experiences. Lets start a dialog with other readers in the comments below.
Writing content for different platforms requires a varied approach for websites, social media platforms, and print collateral. It requires a certain level of skill to know the difference as well as what ways are most effective. What should remain constant however is that your content be reader-driven and “actionable” to keep readers engaged, educated (i.e. informed) and entertained. 
Writing for Websites 
Public Relations Society of America-The Strategists
The Best PR Blogs
The PR Coach Tools & Resources
Now that you understand what it is, where & how do you use it?
