Tag Archives: blog

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What calico kittens can teach you about SEO

May 17, 2012 – 12:25 am

OK, the short answer here is: Yes, yes it probably is.

The longer answer is a bit more complex. While I see the importance of keywords for search purposes, I also think a case can be made for value over discoverability. Using smart, targeted keywords to drive those searching online is great—but don’t alienate them with crappy copy once they get to you!

So if you’re blogging about calico kittens, this may get you found, but not liked:

For those of you who enjoy calico kittens, there is a calico kitten discussion group, Calico Kittens Anonymous, every Thursday at the public library. The Calico Kittens Anonymous group spends about an hour each week talking about calico kittens, looking at pictures of calico kittens, and researching the history of calico kittens. If you like calico kittens, contact us for more information about the Calico Kittens Anonymous calico kitten discussion group.

See how much fun that was? Not even a little bit, right? And all that just to show up in a little over 12,000 monthly searches for “calico kittens”. . .

So let’s look at some copy that will still get the point across, but will actually add value for the reader while broadening and increasing search results:

Are you into cats and kittens? What about calico kittens? If so, you’re in luck, because I just found out about a group of pet lovers who meet monthly at the public library to socialize and share pictures of calico kittens. The group, Calico Kittens Anonymous, raises funds for cat rescue and pet adoption non-profits, and they also volunteer at “adopt-a-pet” events all over town. They’re a great group, and are looking to add more members, so contact us if you’d like more information.

With a simple re-write and a bit of creativity, we not only ended up with copy that is much more enjoyable to read, we also used a variety of related keywords and increased our reach from appearing in about 12,000 monthly searches to nearly 70,000,000.

Now of course, this is just an example, and obviously a local cat discussion group has no need to reach 70M global web searchers (Do they? No.). But you get the point.

People who are out trolling the web for information want just that—information. They don’t want to be beaten about the head and shoulders repeatedly by your targeted keywords. If the point is to engage a potential fan or customer, you need to provide value.

A bit of kick-ass copywriting doesn’t hurt, either.  :)

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The Write Tool for the Job

August 4, 2011 – 10:17 am

Do you know the difference between needing to hire a marketing writer, vs. needing to hire a tech writer? Unless you are deeply ingrained with a major player in the technology industry, such as Microsoft HP, Adobe, Apple, or Google, you’re probably getting it wrong.

There have been many occasions when I’ve been contacted by a potential client (who has presumably read my Web site and already done a bit of research on me) about a new project. Once we start chatting about their needs, however, it often bubbles up that they are looking for someone to develop a reviewer’s guide, user documentation, or possibly even a technical white paper.

Now, there is nothing at all on my Web site that would lead anyone to believe that I am a technical writer, yet this person somehow assumes that this is what I do for a living, simply because I write. And people just like this seem to land on my doorstep almost weekly, looking for my assistance.

A writer is not a writer is not a writer is not a. . .well, you get the drift.

Getting your tech writing project done correctly and on time is not merely a factor of “insert writer here.” You have to have the correct resource for the job. To help alleviate any further confusion, here’s a quick cheat sheet on these two types of writers, and the types of content can realistically expect them to produce for you:

Tech Writer

  • software documentation
  • operating instructions
  • assembly manuals
  • technical blogs
  • technical white papers
  • e-learning materials
  • online help files

Marketing Writer

  • case studies
  • Web sites
  • direct marketing
  • e-mailers
  • newsletters
  • slide presentations
  • banner ads
  • business white papers
  • demo scripts
  • brochures
  • advertisements
  • social media content
  • data sheets
  • SEO copy
  • messaging frameworks

This of course is not an exhaustive list, but it should at least give you a concrete idea of the kind of resource you need to get your job done. Got questions? Just ask!

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HOLLA: Ya Gotta Tweet:

January 7, 2011 – 11:05 pm

Social media. This is where you have an unprecedented opportunity to make yourself significant. By establishing yourself as a subject matter expert with social media, you create awareness of your skillset, and can even build mindshare for your brand—if you have one.

So blog, tweet, Facebook, and get yourself out there. If you’re attractive and comfortable in front of the camera, think about producing some webcasts. If you’re not attractive, even better! Let your personality become part of your brand, and spread the word.

Also get that LinkedIn profile of yours all updated and spiffy-like. And when you blog, make sure you announce it across all of your other social media channels. Site visitors to my blog jumped by 200% when a follower re-tweeted just one of my tweets announcing a new blog post. That’s powerful stuff.

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State Your Case―Briefly

August 17, 2010 – 10:19 pm

Do you need some really strong validation for your offering? But does the thought of committing to an extensive suite of “Customer Evidence” (multi-page case studies, videos, and the like) make your budget cringe, quiver, and run for the hills?

If you want a lot of bang for only a little buck, think brief. Solution Brief, that is.

A Solution Brief, in layman’s terms, is sort of like a highly concentrated version of a case study, focusing solely on the solution’s value and benefit set. What makes them great is that they are short, to-the-point, and very cost-effective. They deliver the most essential messaging and facts to your customer in an easily digestible format. Sort of like distilling your latest blog post down to 140 characters and Tweeting the result.

Much like a standard case study, a Solution Brief will include some “Fast Facts”-type sidebar info, an overview of the business challenges addressed, the solution itself, and benefits delivered. And it does it all in a simple, 1-page format!

Now, if you really want the third-party validation that a customer case study can bring, a Solution Brief might not be the right choice for you. But if your product or service has great business value, or a strategic partnership has yielded a solution that can rock your customers’ worlds, don’t be afraid to sport some briefs. Solution Briefs, that is. : )

 

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Do Your Readers Hate Your Blog?

July 26, 2010 – 11:32 pm

The saying goes that you can’t please everyone. But then another one—OK, it’s really a song—says that, even though you can’t always get what you want—if you try sometimes, you get what you need.

So where am I going with this exactly? Well, I guess the message I really want to deliver is this: Sometimes a controversial blog posting or two that generates some passionate or negative responses from your readers can be a good thing.

Of course, you obviously want to stay away from the gratuitous and in-your-face stuff, and you don’t want to generate so many consistent flames as to alienate your readership (or your industry). But, when I’ve got my PR hat on (it’s purple and sparkly, in case you were wondering), I would advise hesitant or timid bloggers to go ahead and float that sort-of-out-there idea or controversial theory, if only to spark some lively debate (and maybe get some ideas for your next blog!).

So yeah, so ahead and make ‘em hate you–you might even boost your page hits in the process!

 

 

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Do You Suffer From Blog Drag?

March 1, 2010 – 10:57 pm

Yes, it’s that time of the month again. . .you’ve been dreading it since this time last month. . .it’s the day you have to write another blog post. Ugh.

Is this how you feel when faced with the need for new bloggity bling? Well, I’m here to tell you that you don’t have to. Even non-writers can come up with blog posts that boost the value of a brand with very little in the way of blood, sweat, and tears. Here’s how:

  1. Short is the New Black – First of all, forget the notion that you have to write 1,500 words in order to make an impact. Blogs are about quality, not quantity—and most of your readers will doze off if presented with an installment of War and Peace, so keep it targeted and digestible.
  2. Reduce, Reuse, Recycle – Take a hint from Al Gore and Ed Begley, Jr., and use what you’ve already got! Repurpose existing content created for white papers, case studies, or collateral to help it reach audiences that may have missed the first time around.

That’s it—really! You were probably waiting for tips #3, 4, and 5, weren’t you?  Oh well, maybe next month. . .

 

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