You know, you don’t have to create original content every time you sit down to write.
It’s true. We’re programmed to think that without brilliant, original content our fickle readers will desert us without a second thought. But, that’s not actually right. What our readers are really looking for is relevant content.
Besides, it’s exhausting and time-consuming, not to mention futile, to try and come up with totally new ideas for each and every article. We constantly copy and rework ideas and present them as new – from trends in fashion to the prequels and sequels in movies to remixing musical classics with a contemporary twist.
Really, why not save some time and tap into the virtually endless supply of content already available? There’s a deep reservoir of existing material to dip into: from your own blog and the influencers in your niche as well as the collective wisdom of your audience and peers.
Why not be be clever and re-mix and re-purpose content in new ways.
Why re-purposing and re-mixing?
Well, repurposing existing content is just smart for business:
It fills the gap of the short attention span. Online readers have well worn habits of scanning and being easily distracted. Chances are, only a small percentage of your audience actually read through, or absorbed the information in your original post. Re-posting makes it easy for them to pick up the thread again.
It builds SEO relevancy. When your SEO and content marketing tactics work in tandem, repurposing content means more SEO opportunities to attract traffic. By building SEO value this way, you expand your “content footprint” with a variety of keywords built on a theme.
So, embrace the remix. Here are a few ideas to get the creative juices flowing on how to create killer blog posts with remixed and re-purposed content.
17 ideas for clever content marketing
1. Reorganize your longer publications
Anything of your earlier works that has something to do with it, such as ebooks, case studies or white papers. Craft them into shorter pieces for your blog, newsletters or mini posts on social media.
You can modernize a popular post with new information, stats or infographics or any relevant information to make it appropriate for your readers today.
3. Create transcriptions from other media
This can be done from seminars, interviews and old podcasts and post as a series of new blog articles and mini posts for social media.
4. Take an old blog post and change the media.
Create an infographic or a slide show to retell your post with a different medium.
5. Create a series of podcasts or “how to” videos
This can be based on old content to tap into the audience who prefers an audio or visual format.
6. Make a list post from old content
Find a theme in your posts that gets a good response and take one pertinent point from each post. Rework these points into a list post for a fresh angle.
7. Create a series from topics that are consistently popular
Use Google Analytics to determine your most popular posts, and then do a follow up post or series based on your original material.
8. Use updates
If the information in your field is susceptible to quick change, older posts need to be updated. Take the opportunity to craft a new post incorporating the updates into the framework of the old for a more current POV.
9. Highlight popular posts in the sidebar of your website
Then you can compile a “Best Of” post at year end to showcase the material your readers found most helpful, entertaining or informative.
10. Create an event
Reuse the content of old blog posts by turning it into an online webinar or create a free mini-series compiled from your evergreen material.
Use the posts that have the most reader interaction and engagement and from the comments, complaints and questions, create a follow up piece. This applies equally to tweets and Facebook comments, or any social media responses.
12. Create a “Do’s and Don’ts” posts
Again, use the responsiveness of your audience to the original material and write a post on best practices.
13. Compile related posts on a theme
This can be done in an ebook or free mini-series as a gift or incentive to interest new readers.
14. Piggyback the influencers in your niche
Find out what the experts in your industry have to say about your topic, and create a post around their POV’s. Use it to support the original post or establish your perceptual position as an expert.
15. Use Throwback Thursday to revive an old post
This can be done with articles that had a great response. To generate fresh interest, post a link to #TBT on Twitter, Facebook and Instagram with a brief explanation about why it was so well received the first time.
16. Use old posts to create mini blogs for social media sites
Take sections of an old post and mold it to create intrigue and curiosity, much like a teaser or trailer in a film.
17. Highlight the unique aspects of an old post
Refurbish it by expanding the out-of-the-ordinary concept into a “The Secret Of…” or “The Key To…” style of post.
What about you?
As you can see, there are many ways to recycle your old subject matter and ideas into fresh content for killer posts. With all the effort you’ve put into the creation of your original content, it makes sense to take advantage of repurposing.
So, save yourself a whole lot of time. And overcome the anxiety of constantly trying to be original by revisiting your old material and giving it some fresh life with a remix.
How do you re-purpose and re-mix?
Guest Author: Cari Bennette is an avid blogger, content creator and freelance writer for http://jetwriters.com/. Cari likes to play with text and produce high-quality and extremely useful pieces of writing. Feel free to reach her on Google+.
Want to start building your own website or blog? It’s easier than you think!
There are a number of positives to using Twitter, especially as a blogger, a writer or a marketer. The first is the obvious connection and communication with readers and followers. The second is the easy ability to have your work shared by others to their friends and the Internet at large. Finally, the third is the ability to monitor any brand name in real time.
Completely unique, Twitter provides a live update system that was the original, and is still unmatched. The simple, for example, use of hashtags has changed the way users can search and monitor information online.
If you want to get the most out of Twitter search, try these handy little tricks to get you there.
Twitter Search Tip #1: Eliminate Links From Results
Shortcut: [YOUR SEARCH TERM -filter:links]
[As you can see, ads will override your search settings but there’s no search command to eliminate that]
I have nothing against tweets containing a link. In fact, most of my tweets are linked to what I’ve written or read and want to share. But in many cases, filtering linked tweets out can be a good way to find genuine conversations.
That is why you should use the “filter:links” command. All you have to do is add a ‘-‘ before it, and it will eliminate all tweets containing links from your search results. So the final result would look like this: [“Search Term” -filter:links].
If, by some chance, you want to show nothing but the links that have been shared, you would remove the ‘-‘. So the end result would be: [“Search Term” filter:links]. See? Easy!
I recognize the importance and usefulness of retweeting. I even encourage it, because it is a simple way to get people to see a relevant message. But it may fill up my updates stream or search results with the same message over and over again, making me see the same link constantly, and sometimes many times in a row from different people.
Cleaning it up is pretty much the same process. You simply put in: [“Search Term” -rt]. This will eliminate all items listed as a retweet, and clear up the massive clutter it can cause in your personal update stream.
By the same token, you can see nothing but retweets by using: [“Search Term” rt].
Twitter Search Tip #3: Let Emotions Work For You
Shortcut: [YOUR SEARCH TERM ]
Have you ever noticed how companies seem to be able to find your tweets to address concerns or thank you for endorsements? I have been contacted by customer support more than once based on what I said on Twitter (To be completely honest, I didn’t hear back more than I did but I guess we are still getting there!)
You can do the same with your readers or customers. Whether negative or positive, it is simple to find feedback on Twitter based on you, your company or even your competitor (To track where they are succeeding or lacking).
All you have to do is to search: [“Search Term” ]. This will show anything that has a smiley along with the tweet, which people use all the time. Or, you can use [“Search Term” ] for negative feedback.
[Editor’s note: this post was originally published on February 20, 2013.]
It seems only fitting that bestselling author and journalist Daniel Pink returns to Copyblogger to reveal his secrets for getting words onto the page.
Brian Clark picked the brain of this influential thinker six years ago in a conversation that became Copyblogger’s first author interview. Brian also appeared in Dan’s first book, Free Agent Nation.
Mr. Pink is an exceptional teacher who delivers keen insight for passionate, innovative, and hungry writers and entrepreneurs alike.
Naturally, we’re thrilled he’s a keynote speaker — along with Sally Hogshead and Henry Rollins — at Authority Rainmaker in Denver, Colorado May 13–15, 2015.
From his last “real job” as Chief Speechwriter for Vice President Al Gore, to his prolific freelance work challenging outdated beliefs about finding success on the “new frontier” of work, his message always resonates loud and clear.
By working smarter, not harder (i.e., drowning in corporate anonymity), it is far more likely to find authenticity and meaning in your work life.
Mr. Pink found time to drop by The Writer Files to share a spot-on definition of creativity, admit his own struggles as a writer, and share a helpful writing technique for when things get ugly.
Take it from a guy with multiple New York Times bestsellers translated into dozens of languages, and a renowned TED talk with more than 12 million views.
Let’s flip through the file of Daniel Pink, writer …
About the writer …
Who are you and what do you do?
I’m Daniel Pink. I write books — five of them so far (and probably more once I forget how painful writing books is).
What’s your area of expertise as a writer?
In one word, work. That’s at the center — why people work, what they do at work, what work means to them, how they can work better and smarter. In more than one word, I write about work, business, technology, psychology, organizations, sociology, economics, design, creativity, and the intersections of those topics.
How much time, per day, do you spend reading or doing research?
It depends. At certain stages of book projects, that’s all I do all day. At other times, it’s usually a couple of hours.
Before you begin to write, do you have any pre-game rituals or practices?
I look at my email to see if anything urgent needs my attention — which is always a mistake.
What’s your best advice for overcoming procrastination?
Don’t use my pre-game ritual.
What time of day is most productive for your writing?
I do my best work, by far, in the morning.
Do you generally adhere to a rigid or flexible writing system?
When I have a book to write, I’m pretty rigid. I try to clear out the morning (see above), close my email, turn off the phone, seat-belt myself into a chair — and not do anything else until I’ve hit my daily word count.
However, when I’m not working on a book or big article, my “system” is somewhere between half-assed and nonexistent.
How many hours a day do you spend actually writing (excluding email, social media etc.)?
That depends, too. When I’m working on a book or a big article, it’s probably five or six hours. But other days, it’s way, way less — always to my dismay.
Do you write every day?
Unfortunately, I don’t. I know I should. Look, now you’ve made me feel bad about myself. Happy?
The writer’s creativity …
Giving the world something it didn’t know it was missing.
Who are your favorite authors, online or off?
Wow. There are so many authors I admire. I couldn’t possibly list them all. Ben Fountain. Michael Lewis. Katherine Boo. Etgar Keret. Lorrie Moore. Toni Morrison. Philip Roth. Haruki Murakami. Ryu Murakami. George Pelecanos. Colson Whitehead. Junot Diaz. Carol Dweck. The Heath Brothers. Seth Godin. Jim Collins. Tom Peters. Malcolm Gladwell. Charles Fishman. And lots of others whom I’ll kick myself for forgetting.
Can you share a best-loved quote?
I hate quotations. Tell me what you know. ~ Ralph Waldo Emerson
Do you prefer a particular type of music (or silence) when you write?
Silence. I often use earplugs when I write.
How would you personally like to grow creatively as a writer?
At some point, I’d like to try something that’s pure, driving narrative — no analysis, just a ripping good story.
Do you believe in “writer’s block?” If so, how do you avoid it?
Writer’s block is bunk. (I’d use a stronger word, but children may be reading.) It’s simply a sad excuse for not confronting the blinking cursor and your own inadequacies.
Who or what is your “Muse” at the moment (i.e., specific creative inspirations)?
To paraphrase Chuck Close, muses are for amateurs — the rest of us just show up and get to work.
Would you consider yourself someone who likes to “take risks?”
I’m answering your questions, aren’t I?
What makes a writer great?
Hmmm. I wish I knew. When you find out, can you let me know?
The writer’s workflow …
What hardware or typewriter model are you presently using?
I’ve got an iMac and a MacBook Pro. I alternate between them.
What software are you using for writing and general workflow?
I’m not ashamed of it: I use Word. Always have. So there.
Do you have any tricks for staying focused?
I’ll admit to having resorted to the Pomodoro technique [using a timer to block writing intervals] when things have gotten really ugly.
Have you run into any serious challenges or obstacles to getting words onto the page?
Every single day. For me, getting words onto the page is never easy. Never.
How do you stay organized (methods, systems, or “mad science”)?
Dropbox is my co-pilot. I also use lots of paper files, beautifully labeled with my labeler. And I’ve given up whiteboards for “big-ass stickies” — jumbo, poster-sized Post-it notes.
How do you relax at the end of a hard day?
Between April and October, I’ll kick back and listen to the Washington Nationals baseball game on the radio. Also, wine.
A few questions just for the fun of it …
Who (or what) has been your greatest teacher?
What’s your biggest aggravation or pet peeve at the moment (writing related or otherwise)?
Answering email has become the bane of my existence. It’s endless.
Choose one author, living or dead, that you would like to have dinner with.
My dream dinner is Jesus, Buddha, and Mohammed. I’d record the whole conversation and turn it into an awesome book.
Do you have a motto, credo, or general slogan that you live by?
Not really. I try to live by a broad set of principles rather than a single credo.
What do you see as your greatest success in life?
That I’ve resisted conformity more often than I’ve succumbed to it.
If you could take a vacation anywhere in the world tomorrow, where would you go (cost or responsibilities are no object)?
I’d visit every major league baseball stadium, accompanied by my son.
What would you like to do more of in the coming year?
Read more books and less email.
Can you offer any advice to writers and content producers that you might offer yourself, if you could go back in time and “do it all over?”
Don’t worry about what other people think. And work harder. You might not believe it right now, but persistence almost always trumps talent.
Please tell Copyblogger readers where they can connect with you online.
One glance at a writer’s work space is a window into a threshold where words are wrought that can change the world.
Being extraordinary? That’s up to you.
From composing wise missives about the art of persuasion, to simply sipping wine and listening to a baseball game, thank you for giving us a glance, Mr. Pink.
It’s truly inspiring.
Want to take your content marketing to the next level?
Daniel Pink is among the powerhouse lineup of speakers who will be presenting at Authority Rainmaker May 13–15, 2015 in Denver, Colorado. It’s live content marketing training and networking for real-world results.
Super Early Bird pricing is now in effect, which saves you $500 off the full price. The price goes up on January 16, so don’t wait and pay more.
About the author
Kelton Reid is Director of Multimedia Production for Copyblogger Media, and an independent screenwriter and novelist. Get more from Kelton on Twitter and Google+.
Today, age and experience no longer necessarily determine your credibility. Instead, people care about your ideas,your generosity, and your willingness to take risks and learn from mistakes — those are the kinds of things that can give you a voice in the conversation.
We’ve witnessed a blogging revolution over the past fifteen years, where individuals have become famous on the back of 500-word snippets or rants that resonate with some online audience. Many of the thought leaders of our time became well-known because of their blogs. But as more people blog, the quality of blog content is becoming more important — and this is especially true for businesses who are blogging to get found on the internet.
It isn’t enough to simply have a blog — businesses need to spend time creating a blogging strategy that allows for high quality content creation so you can, slowly, build a reputation for thought leadership that will pay off big time in the long term.
It’s the strategy part that trips up a lot of businesses. I’ve found that documenting your blog strategy is a great way to bridge the gap to successful execution. Check To help you get started, here’s a nine-step process for creating a successful blog strategy for your business. Each step is marked by a question. Adapt it based on your business needs and experience. (And you can download a template to document each of the steps below here.)
Why does your blog exist?
What to document: One defining statement articulating the purpose of your blog.
Before you can dig in to the strategy of your blog, you need to clearly articulate its underlying purpose. Take a moment to ask yourself these questions:
What is the greater purpose your company is trying to fulfill?
What story supports this purpose?
Who shares your passion for this purpose?
Is your team aligned with the meaning of this purpose?
If you can answer these questions with some clarity and then collate them into one defining statement, you create a powerful anchor for all future blogging (and marketing) decisions.
2) Buyer Personas
Who are your ideal customers?
What to document: A clear, detailed description of your ideal customer(s).
Ideally, you’ll tailor your blog content to people who might buy from you — after all, your blog will become a great lead conversion tool. But who are these ideal customers? Once you can answer that question in detail, you’ll be able to write blog posts that are better tailored to their interests. (Here’s a helpful template for creating a buyer persona to get you started.)
Once you’ve arrived at detailed descriptions of your ideal customers, you’ll need to research their behavior so you can adapt and tailor blog content for their biggest challenges, interests, and curiosities. But isn’t customer research expensive, you might ask? Sure, it can be — but if you want to bootstrap it, here are a few places to start;
Tools that tell you about other content being created in your niche and how popular it’s been with your potential customers (at least according to social shares). Examples include BuzzSumo and Topsy.
Blog comments on other blogs your potential customers might read. What type of content are they already engaging with on other blogs?
One main goal of inbound marketing is to build trust with your audience. If you discover the information your customers seek and then become the go-to blog for providing that information, they will likely start to trust you. This trust gains momentum over time, and before you know it, that high trust relationship will bring your customers back time and time again — and they’ll probably bring their family and friends with them.
Which of your competitors have blogs?
What to document: A list of 5-10 of your closest competitors with blogs you could conduct a content audit on.
Do you want your customers seeking purchasing information from your competitors? This is a rhetorical question — of course you don’t. But if your blog doesn’t provide the information your customers are looking for and your competitors’ blogs do, what choice do they have?
Try conducting a content audit of your biggest competitors. If they’re ranking higher than you for crucial keywords, then write and promote better content for those keywords. If you see gaps in the content on their site, capitalize on those gaps. Try QuickSprout, Open Site Explorer (by Moz), and SEMRush Competitor Research to find valuable competitor information.
Which keywords are you targeting?
What to document: A list of 5-10 keyword groups you want to rank for and their associated long-tail keywords you can include in blog content
Keywords let search engines understand what your content is all about. When one of your customers searches for a specific phrase, you want them to find your blog (or web page), not a competitor’s. But what are your potential customers searching for? You’ll need to dedicate some time researching which keywords they tend to type into search engines, and then including those keywords in your blog posts.
Just remember: Google’s algorithm is constantly changing and is becoming more and more intuitive — and old tactics like keyword stuffing will hurt your ranking nowadays. Instead, marketers are better off writing copy that engages humans first, and search engines second. (Click here to learn more about how to do keyword research.)
What to document: A list of the platforms where you will distribute your blog content.
Rand Fishkin, SEO Expert from Moz, once quipped: “‘I hit ‘publish’ for the first time, and everyone just showed up’ – said no blogger ever.”
I love this quote. Writing quality blog content is a great start toward running a successful business blog, but the hard part is getting that content discovered and turning your platform into an authority.
But creating blog content can be time consuming, especially when you aim to command authority in your niche with well-researched posts. One tactic I’ve found very useful is repurposing your blog content. Take a look at the content you used to write a blog post — the ideas, research, structure, and stats — and using that same information in a different form. You’ll reach a wider audience and engage with people that may not have read your blog the first time.
There are many things you can do to get better results from your blog. Here are a few:
Take key quotes and takeaways from your blog post and schedule them across your social media networks, including links to the blog post. Even better, put these quotes into images using a platform like Canva and post them on social media.
Split up the blog post as a string of emails to your community, with links back to the blog post.
What to document: A list of potential influencers in your niche, as well as all the other promotional tactics you will use to get your blog content discovered.
When it comes to blog strategy, “promotion” simply means getting your content out there so people discover it, read it, and (hopefully) share it with others. There are lots of inbound marketing tactics for promoting your blog posts, but for the purpose of this post, I’d like to focus on influencer marketing.
Using an inbound approach to promoting your blog content requires a lot of deliberate effort up front. You need to identify key influencers in your industry — people your customers perceive as credible and trustworthy. These influencers command authority in their field and provide access to authoritative sources.
First, create a list of influential people in your niche. Then, you can start placing deposits — for example, if they have a blog, read it, comment on it, and share it. If they have an email list, sign up for it and respond to (some of) their emails with thanks, and encourage others to join up. If they have a book, read it, review it, and generously promote it to your network. In the words of Adam Franklin, “Lead with generosity.”
It’s important to remain in regular contact with your list of influencers. I schedule time into my calendar to place further deposits with certain people. Typically, this looks like a brief email message or a social share, but sometimes it might play out as something more meaningful. If you work hard on placing deposits you expand your network to a group of people that command great authority with your ideal customers.
Now you can leverage the combined power of an extended network next time you publish a blog post. Influencer marketing is just one component of my blog promotion strategy, but I believe it’s the most important.
Who will run your blog?
What to document: Exactly who is accountable for each role within your blog strategy.
You need to decide exactly who will execute on your strategy. As you can see from this blog post, there are lots of moving parts — and if you don’t create ownership around each of those components, your chances of success decrease. Here are some examples of the roles you need to effectively implement a blog strategy. (Depending on the size of your marketing team and the skills available, you may find one person holds responsibility for multiple roles.)
What to document: An editorial calendar and the number of blog posts you can commit to scheduling per week.
The beauty of creating a blogging rhythm and publishing that in an editorial calendar is that it’s not about frequency, it’s about creating accountability. It makes sure that every blog is optimized for keywords, CTAs and is developed and scheduled on time. This gives you a consistent stream of blog content that your readers can get in sync with.
Your editorial calendar should be designed to align with the rest of your blog strategy. I like to incorporate the specific promotional tactics, goals and resources required for each individual blog post.
What to document: The goals you aim to achieve from blogging and the metrics that contribute to those goals. (I recommend setting goals over a 60-day period. This gives you long enough to see whether your strategy is working, and allows you to then adapt and change your goals based on the results you experience.)
Traffic, likes, plus ones, re-tweets, follows, backlinks, subscribers… What do all of these metrics mean? How do any of them contribute to your bottom line?
Metrics are helpful, but they’re pointless if you can’t track them back to a meaningful outcome. Perhaps the most important element of an effective blog strategy is accurately defining the goals you want to achieve. Here are three helpful questions you can ask yourself while defining a goal or outcome:
Does this goal help us achieve our purpose, or is there something more relevant we can aspire to?
Is this goal aligned with the initiatives of other parts of our business?
Which metrics track the progress towards this goal? Are these metrics complementary or counterintuitive?
Answering these questions will help you set meaningful goals, and consequently, understand the metrics that will help achieve them. There is no exact science to measuring the effectiveness of your blog strategy, but this process creates a direct line of sight from your activity to a desired outcome. Once you understand exactly how many of a specific metric — say, a social share — contributes to a specific outcome — say, a sale — then your strategy becomes more targeted. (Learn more about which blogging metrics to measure here.)
Growing an influential blog in your niche is a surefire way to nurture your potential customers. By creating regular content that solves the challenges of your readers and fulfills their biggest curiosities, you’ll start to build a vault of trust and advocacy, which will inevitably contribute to the overall success of your business. Start with your purpose — the big why – and slowly unpack the individual levers that will contribute to your blog marketing performance.
When it comes to content, sometimes old school can be a good thing (namely, when it comes to old school rap or Throwback Thursday on Instagram). But when it comes to your company’s public relations strategy, being old school isn’t advantageous for your business or your brand.
Ten years ago, people still relied on morning papers for news. Today, the vast majority of your company’s customers and prospects scan headlines on Twitter or see what’s hot in their Facebook feed. People now have control over where, when, and how they consume information. As a result, public relations is no longer about feeding into a traditional news cycle; it’s about providing relevant content when, where, and how your prospects, influencers, and customers will consume it.
Sounds pretty hopeless, right? Wrong. While it still takes relationship-building to get into popular publications, we now have the opportunity to quit playing the waiting game and generate our own buzz. By turning your PR strategy into an inbound one, you create opportunities that weren’t there before and carve out a place for your company, building meaningful mindshare in the process with your target audiences.
Press Releases Can Be a Viable Content Type
One of the most crucial updates to make to your PR strategy is to think of press releases as an opportunity to connect to the audiences you care about — including, but not limited to, reporters.
You see, most people think press releases have to be chock full of buzzwords and branded terms. Big data anyone? Five syllable words you have to look up on Thesaurus.com? Quotes from every executive on the planet that go on for pages? We’ve seen it all. Unfortunately, so have reporters — and they are not fans.
So instead of stuffing your next release with jargon, take a page out of our book (okay, fine, ebook), The Newsworthy Guide to Inbound Public Relations, and brainstorm some creative approaches for your next announcement. Can you include new data? A remarkable graphic? A shareable SlideShare? If so, a creative angle will often help carry your content and increase the likelihood of social sharing.
Even so, a press release can still be a really valuable medium for communicating news to your audiences. You just have to make it readable, relevant, and relatable.
We have crafted this comprehensive, easy-to-follow press release template complete with promotional plan and considerations for your next announcement. We use these same guidelines when writing our releases here at HubSpot and created a faux, sample release to illustrate what content goes where and why.
How to Write a Press Release [With Example]
You’ve got your announcement in mind, and now it’s time to get it down in words to share with your community, industry, and followers. Take Catbrella Inc., a fictitious ad agency, which just gained its 10th Twitter follower after two years of paid social media efforts. To announce its achievement, Catbrella could issue a press release like the one we’ve dissected below.*
Sample Press Release:
*Disclaimer: HubSpot is entirely responsible for the silliness of this faux announcement.
1) Make Your Headline Irresistible
Just like writing the perfect blog post title, setting up your press release for success starts with your headline. You only have one line to work with, which can seem scary, but consider diction carefully to make your headline captivating.
Use action verbs, clear, understandable language, and keep your headline simple and short — fortune (and search engines) reward the brief, so keep your title to one line to clearly focus people’s attention on your topline message.
Most importantly, make it interesting: Keep in mind that reporters get dozens, if not hundreds, of releases each day, so invest the time to write a compelling headline. It’s worth the time and effort on your part.
2) Don’t Play Hard to Get
For reporters, analysts, influencers, or followers to be inclined to share your announcement, you have to tell them upfront why they should care.
The first paragraph of your release should cover the who, what, why, where, and how of your new launch, update, or development. Reporters don’t have a ton of time to sift through details and fluffy background information — they just need the facts that’ll help them tell your story to someone else from a position of authority.
There shouldn’t be any new, crucial information covered after this section that the reader could potentially miss.
3) Offer a Tempting Quotable
Once you’ve set the scene, it’s time to bring your details to life with a quote that reporters can use for context around your announcement and help paint a picture of how your news affects the given industry, customer base, and landscape.
Ideally, quotes will be from key stakeholders in your company including your executive team, project leads, or those directly impacted by your announcement. Quoting key figures and authorities underlines the importance of your development. The chosen quote should shape your narrative and emphasize the core of the announcement. Don’t ask everyone in your office for a comment or feel compelled to quote all 25 people included in the acquisition — pick 1-2 critical spokespeople and focus the quotes around their unique perspective.
4) Provide Valuable Background Information
In this last paragraph, keep in mind that the reader already has all of the vital details and information they need to file a story or spread the word.
It can be tempting to provide superfluous facts and tidbits about your company or the development of your announcement — we sometimes think a piece of writing is lacking if it isn’t drawn-out and just shy of being a novella. However, a press release needs to be helpful and concise.
Offer details here that strengthen your narrative, like creative or noteworthy ways your company developed the project or announcement at hand. Or, when applicable, comment on future implications of your announcement.
5) Make the “Who” and “What” Obvious
Twitter is chock full of reporters lamenting press releases or pitches that don’t clearly explain what the company does or what the announcement is actually about, so instead of being the butt of a joke, make your release incredibly easy to reference.
Describe what your company does in clear, plain English, include a link to your company’s homepage early on, and make your boilerplate succinct and straightforward. If you cite data, include a reference link for the data source, and make sure every name in the release has an associated title and company as well.
To keep yourself honest on this front, ask a friend or colleague to read the release without context and ask if they can easily and readily explain why the announcement matters, what your company does, and why the executives included are quoted. If the answer to any of those questions is no, get back to the drawing board.
The key to keeping your PR strategy new school is forgetting preconceived notions of what public relations is and instead focusing on creating highly remarkable content. Traditional press releases can still be really valuable when executed well, so instead of ditching releases as a tactic, give them a modern makeover to make them more useful for your marketing.
Think about how you’ve used inbound methods to transform your marketing strategies to be more personalized, approachable, and build relationships. Those same principles apply to your PR strategy: Create content to craft your own story and use tactful outreach to get reporters and analysts familiar with your brand.
Make a New Year’s resolution list that includes 10 goals. They don’t all have to be writing-related, but at least 3 of them do. Then refer to this post often this year and update it as you complete your goals.
Post your response (500 words or fewer) in the comments below.
Wherever your specialty lies in the the digital marketing world, social media will continue to grow in importance in 2015. In fact, 92% of content marketers use social networks for content publishing. (CMI/MarketingProfs)
To provide some context behind these social media marketing posts that have attracted tens of thousands of page views and social shares, I’ve reached out to our team members to understand the lessons learned.
Too many businesses are guilty of using hashtags as a novelty – whether by using a trending hashtag for irrelevant purposes, or overusing to the point of exhaustion. Hashtags should be treated with the same standards as all other social elements – they should mesh with brand messaging and give audiences a reason to engage.
Emily Bacheller @EmilyBacheller
24 Social Media Tools To Boost Your Marketing Performance I often refer back to the list of tools in this post whenever I need a tool to do something specific on social media. Some of the photo editing tools that are mentioned in this post have also helped us take our visual marketing efforts to the next level. For instance, Canva has become an indispensable tool for creating visually appealing social media posts for our clients.
15 Women Who Rock Social Media at Top Tech Companies – Career Advice & Insights TopRank works with quite a few B2B technology companies providing social media marketing services and a number of our client contacts are women. As young women (and men) consider their career options in the social media space, I thought it would be valuable to share the insights from some of the women I’ve come to know and respect in the industry.
Feedback about the post has amazing – both from readers that appreciate the career advice as well as the women that were recognized in it. Everyone is influential about something and posts like this help us shine a light on both established and up and coming influencers.
Evan Prokop @eprokop1
New LinkedIn Profile Features: 4 Tips to Optimize Your Presence I wasn’t aware of some of these LinkedIn features until I starting putting together this post. The most interesting point was related to the 4th point in the post. It’s interesting to compare yourself in relation to your network and see how you’re increasing or decreasing. That’s a cool feature.
Opening up LinkedIn profile accessibility was a major change. They were just introducing that when I wrote this. One of my major questions was whether this would open people up to spam, and I haven’t seen that has been the case.
That’s why, when I saw the list of social media marketers cited in The Sophisticated Marketer’s Guide to LinkedIn, it made sense to publish the list as a stand alone blog post. How many social media marketing practitioners can say they’ve been endorsed by one of the top social networks and the dominant business social network? The list has been a great resource for companies looking for social media marketing expertise, especially in the B2B marketing world.
As social media marketing becomes even more ingrained within integrated digital marketing programs in the coming year, there will be many more lessons to be learned. You can be assured that we’ll continue to share those lessons here on TopRank’s Online Marketing Blog and appreciate you for being a part of our community.
For a glimpse into the future of digital marketing, here are a few predictions (200, actually) to get you on your way to a successful 2015.
Did you know new changes are coming to Facebook as of January 1, 2015? Want to know what it all means to marketers? If you’re like most people, you won’t want to sit down and compare line-by-line to find out the exact changes. That’s why we’ve done it for you. In this article I’ll share […]
When was the last time you looked at the words in your Twitter profile? Is your Twitter bio interesting? A little personality in your Twitter description makes you stand out from the masses and entices people to follow you. In this article you’ll discover how to share your personality to create a unique Twitter profile […]
When was the last time you looked at the words in your Twitter profile? Is your Twitter bio interesting? A little personality in your Twitter description makes you stand out from the masses and entices people to follow you. In this article you’ll discover how to share your personality to create a unique Twitter profile […]