Writing On The Web by Patsi Krakoff, The Blog Squad

Content Marketing Strategies for Smart Professionals

Remembering Family and Other Pillars

By Patsi Krakoff in Content Marketing, Patsi's Story

Back in the U.S., it’s Memorial Day when Americans honor our soldiers who died in service. My father, Marion Rae Wilkerson, was a 25-year Navy veteran, and while he didn’t die in service, I always remember him on this weekend.

He was on a ship in the Pacific during World War II that was blown in half by the Japanese. He was on the half that was able to save many of their sailors. He came home to San Diego shortly after that and I was conceived. Had he not been on the right end of that ship, my sister would have been an only child.

Today I am the only one left of my family, having lost my sister to kidney cancer eleven years ago. My father died of a brain tumor 27 years ago, and my mother of alcoholism 45 years ago. I mention this because it has had a strange effect on my philosophy of life.

I think having children and family give one a strong reason to live life well. Without that, you have to search for and find substitute pillars, especially in tough times. I think I’ve done a pretty good job of that, for the most part. I have been very blessed with friends, a wonderful husband, and a strong will to live.

Did you know that Memorial Day was first enacted by formerly enslaved African-Americans to honor Union soldiers of the American Civil War? It was extended after World War I to honor Americans who have died in all wars. I didn’t know that until today. African-Americans who came to this country as slaves certainly offer proof of what it is like to find pillars when family is taken away.

In my travels and many years of living abroad (France, England, Greece, Mexico), I admire immigrants who have overcome difficulties to learn language and skills to survive and thrive. When people speak disparagingly about immigrants I guess I get more than a little bothered.

I hope you too have periods of reflections like I do whenever we set aside holidays to mark important events in the world. My best to you.

Tags : Patsi Krakoff, personal stories

Why You Should Be Happy Before You Blog

By Patsi Krakoff in About Blogs, Content Marketing, On Writing Better

Three Keys to Blogging When you Are Happy
A guest post by Erica Nelson

You know how your smile is written all over your face? Your emotions are imbedded in your words and how you write.

Just like when you walk into a restaurant, the waiter immediately communicates without saying one word what your service experience might be like, the opening phrases of your blog or website are going to speak volumes about how you are thinking and what you are feeling.

What I’m asking is that you pause before you write for your audience. Get a picture of the person reading your blog, in your mind’s eye. Who is your audience? How do you want to reach them? Get clarity, and then go into the right mindset before writing a word.

I look back on my career as a journalist and author, and I recognized at one point I had written more than 5,000 articles that were published – articles that I was paid to write. Now I have a daily blog on Facebook where I post original happiness quotations with over 4,700 fans. I know that people can tell a lot more about me than the words will allow.

Being in a positive state of mind will change our results. So, I’ve come up with three keys for you – in case you want to shift the energy behind your words – to blog when you are happy. Read More→

Tags : Attracting Clients, blog writing, content marketing with blogs

Why Content Marketing with Video Is Key

By Patsi Krakoff in Attracting Clients, Content Marketing, Content Marketing with Videos, Online Marketing, Teleclasses & Seminars

Content marketing using video is a key marketing tactic if you want to get found online, get known, and get clients.

Here’s what’s important about publishing video on your sites: Your business can get quick, effective search engine results that used to take months or even years to achieve, all for next to nothing to produce (you don’t need to buy expensive equipment and hire a producer).

Your physical presence and voice on video creates a powerful connection to potential new clients in a way that text can’t accomplish. Images are simply attractive to the human brain, and we’re hard-wired to pay attention to faces.

A few years ago I invested considerable time, money and energy to go through the mentorship program of Tom Antion. Even back then (2005?) Tom had installed a video production studio in his house and was gearing up for making his own infomercials and training videos.

As a professional speaker, it was a natural marketing vehicle for Tom. And it is for anyone who sells themselves as a service provider: executive coach, consultant, trainer, author, financial consultant, doctor, lawyer…

Tom always taught that he never invested in marketing tools he couldn’t master himself. Even though as an Internet guru and millionaire, he has staff and plenty of money to throw at marketing, he believes that any professional can master video marketing with a few basic skills and smart tips.

On Thursday, May 19, 2011 at 5 p.m. ET, you can learn from the two video marketing experts who work for Tom, Colin Martin and Marc Bullard with this free webinar.

If you haven’t registered, be sure to do so – you’ll reserve your seat, receive the access link, and the Webinar replay info:
YouTube Secrets Webinar: register here. Read More→

Tags : Attracting Clients, content marketing with videos, Tom Antion, video marketing, webinars

What Google and Facebook Hide From You

By Patsi Krakoff in Content Marketing, Content Marketing with Videos

Do you ever wonder what Google, Facebook, and other sites record about your online viewing habits? They know more about you than you realize. And they don’t ask you, they simply assume way too much.

For example, although I live and work from Mexico, I do almost all my business and shopping in the US, in English. I find it annoying when I’m served up pages and ads in Spanish or for local businesses. That doesn’t interest me. But their algorithms mistakenly think otherwise. Why can’t they just ask me what I prefer?

Here’s a TED TV video I think worth viewing, it takes about 10 minutes.

By the way, on Thursday May 19 at 5 p.m. ET, I’m hosting a free webinar about YouTube and online video marketing presented by Colin Martin and Marc Bullard, and you can get the info here: http://bit.ly/jfLTBt

Tags : Attracting Clients, Content Marketing, video marketing

Content Marketing with Videos: Free Webinar

By Patsi Krakoff in Attracting Clients, Content Marketing, Content Marketing with Videos, How to...Tips, Online Marketing, Teleclasses & Seminars

You probably already know you should be using video to attract readers to your website, but you might not know how easy and quick it is. Publishing video on your site is like a client magnet.

Trust me on this, you don’t need to buy expensive tools and hire a producer. It’s the best way to get new viewers to your website and blog. (And it’s really easy when you use a monthly production service like I do: iMotionVideo, who does it all for me!)

But what if you want to do it yourself? What are the basics you need to know? How can you learn to use video quickly?

This week, when two of Tom Antion‘s people called me up with an offer of a free webinar on video marketing, I immediately saw the value in sharing these video tips with you.

I asked them to deliver this webinar exclusively for professionals who don’t have a lot of time for marketing tactics.

Join me, along with Colin Martin and Marc Bullard, in a free webinar next Thursday, May 19, 2011 at 5:00pm ET to learn the secret tactics successful marketers are using on free hosting sites such as YouTube that are bringing an avalanche of traffic to their websites.

http://bit.ly/jfLTBt

Online video is THE most powerful tool on the Internet for driving traffic to your websites and services. Search engines are focusing on online video to deliver the content their customers are looking for and have even changed their search parameters to push video to the top of the search results. Read More→

Tags : Attracting Clients, blog marketing, content marketing with blogs, content marketing with videos, online videos, video marketing, webinars

How Blogging Is Like Playing Tennis

By Patsi Krakoff in About Blogs, Content Marketing, E-Books

Blogging for your business is like playing tennis: you read the environment, deliver key shots, get ready for the next post, respond to feedback, and try to stay on target.

I play tennis with an “excuse champion.” Every time she misses a shot, she blames her racquet, or her strings, the ball, the sun, wind, or some body part. She’s quite creative.

I often wonder what would happen if that creativity were channeled into focused attention to the ball and her strokes. If you’re thinking about all those other things, surely you can’t be ready for the next shot…

I’ve got clients who are excuse champions. The biggest excuse they use for not blogging enough is they don’t have enough time. While that may be true, (who does?) but it’s also true they don’t blog enough because they don’t have a journalist’s mindset.

A journalist is curious about people and events and can’t wait to share information with others. I just read a fabulous article over at The Content Factor and here’s what they wrote about why some professionals stop blogging and why they shouldn’t: Read More→

Tags : Attracting Clients, blog writing, business blogging, Content Marketing, content marketing with blogs

A Tale of Two Websites: Good/Bad Content

By Patsi Krakoff in Coaching/Personal Development, Content Marketing, On Writing Better, Online Marketing

How do you sell something that people don’t know they want or need? Or, maybe they know they need it, but don’t want to admit it? And how do you do that through your online content? What you write on your site has to be compelling.

As I was reviewing two clients’ online content marketing this week, I was struck by how few professionals have well-written content that engages readers.

These two sites were both from successful business coaches. Part of the problems coach websites have is that they are selling services that aren’t clearly defined.

Most people know when they need a dentist: they’ve got a tooth ache. With a back ache, they may search for a doctor, a chiropractor, acupuncturist, or a massage therapist. They may not know which is best so your online site has to do some convincing and comparing.

But what if Joe Schmoe is an budding entrepreneur with ADD and procrastination problems and an online business that’s starting to take off. He needs help, but doesn’t know who to turn to. Does he need a business coach, a psychologist, a personal assistant, a mastermind group, or internet marketing training?

Let’s say you’re a professional coach with experience that matches Joe’s needs. Your online content has to convince Joe that he needs you first and foremost. You have to grab his attention by speaking to his most pressing and compelling desires.

Joe wants to be more effective in his work and in his life. He’s tired of doing the same things over and over and not getting anywhere fast enough. He wants what others seem to have: success and peace of mind.

Yet many of the coach websites and blogs I review talk about themselves:

“We provide top-shelf strengths-based coaching and consulting to entrepreneurs.”

“Visit our Leadership Coaching page to learn more about how coaching helps leaders maximize potential for themselves and their team.”

“Visit our page to find out how we can help you create a more productive organization.”

Compare those bland statements with this:

“After a bout with cancer four and half years ago, John saw his recovery as a second chance at success, and he was determined to make it happen. After Coach X’s assessment testing, John knew he had found the right business coach.”

““Coach X is there to make me better at work. He’s not a psychologist. He’s courteous and friendly, but he’s demanding because he wants me to grow in value to my company.’”

One is personal: it talks about a real person and what he reports. The other site is vague and non-personal. It doesn’t draw you in to want to know more.

I think too few professionals do a good job of using client stories and case studies to show what they do and what kind of results they get. What do you think?

Tags : Attracting Clients, Content Marketing, Online Marketing, Writing for the Web

The Sociology of Social Media: TED TV Talks

By Patsi Krakoff in Attracting Clients, Content Marketing, Social Media Stuff

Having fun while learning has become my idea of a really good time. Forget drugs, booze and rock and roll. Now you can learn all about social media and the sociology of the Internet through video lectures.

If you’re an information junkie like I am, you spend way too much time over on TED.com watching fascinating videos on every topic of major importance in this world.

Unbelievable, non? It combines education with entertainment. It’s a great way to learn about the sociology of how people are using computers to connect with a global community.

My actual big screen TV is ignored (except for tennis and we’re waiting for the French Open at the end of May.)

What I find fascinating is the sociology of social media: we’re still operating with the same primitive brains. We crave connection with others and to find meaning in our lives. Now, however, we’re doing it online, on the Internet, using social media tools. Twitter is like a town square for the globe.

It’s hard to choose which lecture to watch on TED TV as there are so many good ones. I was glad to see this blog post over at OnlineCollege.org because my colleague Carol Brown has posted about 15 terrific TED Talks that pertain to social media and the Internet.

Here are some of the great talks that will help you learn more about new ways to use traditional media and innovative ways to bring more to the digital sphere – and the sociology that’s evolving.

Peter Hirshberg on TV and the web: Take a look back at media and technology history with this talk. You’ll get a chance to see why watching TV on the web can be so much more engaging.

James Surowiecki: When social media became news: Most of us spend a pretty good part of the day using social media, whether it’s reading blogs or using social networking sites. Here you can learn a bit more about the role social media is starting to play in reporting the news and what it means for more traditional media.

Seth Godin on the tribes we lead: When you hear the word “tribe,” you probably think of it in the more traditional sense. But in this talk from marketing guru Seth Godin, you’ll learn about how it can be applied to how we use the web– with powerful results.

Jimmy Wales on the birth of Wikipedia: It’s hard to remember a world without Wikipedia, but a decade ago the site was just getting its start. Learn how founder Jimmy Wales helped to create the amazing new media giant from this talk.

Evan Williams on listening to Twitter users: You can’t do much on the web, or off of it for that matter, without hearing about Twitter these days. Check out this talk to gain a better understanding of how the site came to be what it is today.

Stefana Broadbent: How the Internet enables intimacy: The internet is generally deemed a tool that makes humans more distant from one another, engaging in less real-time interaction. Broadbent argues against that here, claiming that this powerful new media tool actually lets us get closer together.

Now that’s my idea of a good time!

Tags : Attracting Clients, Content Marketing, social media marketing, video marketing, Writing for the Web

4 Content Marketing Goals for a Coach Website

By Patsi Krakoff in Attracting Clients, Content Marketing, Writing for the Web

How should content marketing be used on the home page of your website? What makes good website copy? More specifically, if you’re a professional service provider, like an executive coach, a consultant, a lawyer, health care or financial adviser… how do you create a website that attracts clients and gets potential new leads?

No matter what business you’re in, your content must achieve 4 things. Here are 4 goals of your online content:

Connect immediately (by speaking to your readers’ challenges or problems)
Answer questions and educate (by suggesting solutions)
Provide choices without confusion (by providing 3-4 places to read more)
Compel readers to take action (simple sign-up form or contact link)

That’s a basic outline that you could follow, not just for websites, but for your blog and other content marketing pieces.

Let me give you a great example so that these 4 goals come alive:

Here’s a screen shot of the newly revised website for ScholzandAssociates.com. Chip Scholz is an executive coach. His previous website was well designed, but it had too much information, in my opinion.

Like other executive coaches, he offers many services: facilitation, assessments, leadership development, speaking and books. The challenge is to present all the services to readers, while maintaining the focus on them and their problems.

I think this site does a good job because it’s about the outcomes and benefits of coaching. It backs that up with case studies from Chip’s clients. It’s brief and to the point: Read More→

Tags : Attracting Clients, Content Marketing, content marketing with blogs, Online Marketing, Writing for the Web

Content Marketing Tip: Use Ready-to-Publish Articles

By Patsi Krakoff in Attracting Clients, Content Marketing, How to...Tips, Managing Your Ezine & Blog Tasks, Writing for the Web

Content marketing is easier when you can outsource some of the writing and researching to qualified writers. A great way to short-cut the time needed to research, write and publish quality online content is to find a good writer to supply articles.

For example, as a former executive coach and psychologist, I write for other coaches and consultants who are too busy with clients to write their own newsletters and blogs. You can find good writers in just about any field.

While this has created a good business for me, doing what I love, I don’t see many people using other people’s content for optimal results. Furthermore, when they do use writers, they don’t personalize it to make it their own.

Content marketing can’t work well without unique and personalized copy. I get frustrated because people use canned articles ‘as is’. They don’t take the time to add their own stories, to explain how it is for them in the work they do.

You need to connect the dots for readers.

Tell them why this article and these ideas are important to them.
Tell them about the work you do with your clients.
Tell them how they can learn more about what you’re publishing.

In my ebook Content Marketing with Blogs, I talk about the 4 Es: educate, entertain, engage and enrich the lives of people each time you write and publish on your blog. When you write, think about elements of each goal: Read More→