Writing On The Web by Patsi Krakoff, The Blog Squad

Content Marketing Strategies for Smart Professionals

Social Media Survey – Find out what others are doing about it

By Patsi Krakoff in About Blogs, Content Marketing, Online Marketing

Wondering what to do about Twitter, Facebook & LinkedIn? Want to know what other professionals online are doing, what you should pay attention to?

So many tools and sites fall under the term "social media": video,
blogs, twitter, facebook, Digg, StumbleUpon…do you really get it? Do
you know how to use social media to market your business or why you
should?

Take this survey that Michael Stelzner of Writing White Papers is running and you'll get a copy of the results.

He needs at least 1,000 people to take it in order to get some good results.

Take the survey here—>

Hasta la vista, baby…

By Patsi Krakoff in Fun and Irrelevant Things About Patsi

In a few minutes, we're moving back to Mexico. I'm heading out with Huey and Dewey, our two cats, and a couple of huge suitcases. I'm taking the red-eye overnight from Tijuana to Guadalajara in the first of two trips to our home in Ajijic.

As some of you know, the Hubby and I have been part-time residents of Ajijic, a beautiful Mexican village on Lake Chapala since 2003. It's time to quit San Diego and get back home. But with DSL, satellite TV, and computer phone services, you'll hardly know the difference.

Except this blog will be running a little slower than usual. I'm back in SD next Monday and then we make the long trip by car, taking about 2 days to arrive back in the middle of paradise. I'll be back on regular blogging schedule after mid-January. Adios, amigos, hasta luego!

A Checklist for 2009 Content Marketing Plans

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

I've been reviewing my 2008 blog posts, email broadcasts and taking stock. I hope you're doing the same, so you'll get an idea of what's needed for your own business in 2009. Here's a checklist for reviewing your content marketing results so you can know where to spend your time and energy:

What were your most effective blog posts in terms of numbers of page views?
Which posts generated the most comments?
What email promotional subject lines got the best open rates?
Which email newsletters titles got better open rates?
Which white paper or special report got good download rates?
Where did your most qualified leads come from?
Which teleseminar topics got the most registrations?
What were the press releases that got the most clicks?

You should also be taking a look at the quality of your writing, especially for your blog. If you want a good review of some sophisticated blog writing concepts, read Sonia Simone's review of the best of Copyblogger for 2008.

Writing on the Web Most Popular Posts… + 6 Questions to Answer on Your ‘About’ Page

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

Here are the three most popular posts on this blog through 2008:

5 Keys to Crafting a Really Good 'About' Page,
Morning Writing Ritual: Using your right brain
Pillar to Post: Do you have 5 pillar articles on your blog?

Who knows why this is so? As someone who is always skeptical of statistics (consider the source and never assume what the numbers mean), we can only guess at the reasons.

I suspect readers are savvy and know that their bio or 'about' page on their blog is one of the most frequently viewed pages. One of the first things readers of a blog want to know is "Who is this person? Why should I read what they have to say?"

I've re-read these posts myself and suggest you do too. Then tell me how you think these nuggets of advice apply to you.

Start with #1, crafting your blog 'About' page. Instead of using your usual bio, with all that staid educational and business experience stuff, I suggest using storytelling elements screenwriters use. Tell your true story. Connect with people's emotions, reveal some drama. Take off your mask!

How to Write an Email Promotion Message… 6 Rules to Guide You

By Patsi Krakoff in Content Marketing, Email Marketing Tips, Online Marketing, Writing Great Copy

This is my follow-up to yesterday's post: How NOT to Write an Email Promotion Message. It's so easy to pick out what's wrong with something; the real crux is in correcting an email to make it sizzle.

Pat McGraw of McGraw Marketing contributed a great comment which sums up what is wrong with the previous email message: "This laundry list of stuff has no clearly stated benefits and is more about the Famous Guru that it is about the recipient of the offer(s)."

I agree with Pat about what's wrong:

No greeting, nothing with my name
No reason given why this is important to me
Only give me one thing to think about at a time, otherwise too many choice, no action will be taken.

There are others, but clearly the biggest one is not addressing the needs or wants of the reader. What's in it for me?

Even if I know who is sending me a message, I still need the reasons to care to be spelled out. Why? We're all busy with our own stuff. So if you don't spell it out for me, fuggitaboutit, I delete and move on.

Rule #1: Grab my attention. Here's a clue. I scan email headlines to decide what needs to be read. If your subject line isn't compelling, I ignore your email.

How NOT to Write an Email Promotion Message…

By Patsi Krakoff in Email Marketing Tips, Online Marketing, Writing Great Copy

I opened his email because I like to know how famous consultants are marketing themselves. I was expecting some words of wisdom and maybe to pick up a nugget or two. But I got the following promotion message. See if you can understand what's wrong with it, then we can look at how to make an email promo message better:

From: [Name of Famous Best-Selling Author/Guru]
Subject: End of Year Reminder from "Famous Guru"

The discount for the 2009 teleconference series expires on December 31, so register NOW if you're interested in this very popular series at a huge discount:
[link]

There is a new XYZ program scheduled for Spring, only six people… two spots are already taken. Register on the earlier course site until the new one is up, this is brand new:
[link]

ABC scheduled, beginning to fill:
[link]

Last call for $0 to $300,000, turbo-charge the start of your year, four seats remain:
[link]

Have a happy, healthy, safe, and prosperous New Year.

You know what? I'm going to open this up to you readers to dissect. Give me 3 things you think are wrong with this from a marketing perspective. Tell me why you think this message falls flat, or isn't effective in getting people to take action, or in getting any kind of positive reaction.

Keep in mind this guy is really famous in his niche and has a large following of fans and then tell me if you think this has any bearing on the quality of the message. Personally, I think he should know better, or hire better people to write his email messages.

Conversation Agent Valeria Maltoni Shares Content Marketing Insights

By Patsi Krakoff in Content Marketing

Valeria Maltoni is a co-author of The Age of Conversation, a groundbreaking ebook collaboration by 103 of today's top marketing writers. She is also a Fast Company Expert blogger and a contributor to Marketing Profs Daily Fix, and Marketing 2.0. And she is eighth on Joe Pulizzi's Top 42 Content Marketing Blogs.

I recently asked Valeria some questions about content marketing and share her perspectives here.

1. What kinds of content do you write or use to market your business?

In my day work in corporate America, I use a mix of stats, studies, citations, and stories to sell my personal ideas. When talking with customers, I like to play back to them the conversation they initiate with us – the questions they ask, the issues they tell us they face, and help them with tips, information, and technical knowledge from our teams.

I started Conversation Agent, my personal blog, from a pretty simple concept. My observation was that the line between marketing and public relations would be blurring considerably with greater adoption of social media.

Business Blog Writing: Just Ask The Blog Squad

By Patsi Krakoff in About Blogs, Teleclasses & Seminars, Writing Great Blog Content

On Tuesday, December 30, 2008, at 4 p.m. ET, you can get your questions answered in an "open mic" type call with Denise and I, The Blog Squad. Ask and it shall be answered.

At least, we'll do our best. And it doesn't have to be only about blog writing; we'll cover questions on business blog design, which widgets or plug ins to use, comments, getting subscribers, getting results. And we'll answer questions about how to use new social networking tools like Facebook and Twitter, too.

So much has happened in 2008:

Business blogs continue to be the #1 way to attract web traffic
Facebook and Twitter have exploded as marketing tools
Video is easier than ever to create and use on the Web
New ways of marketing are being defined: Content, relationship, personality & conversational marketing tactics emerge

We'll look at these emerging trends and answer your questions about how you can stay ahead of the curve in 2009.

Denise and I decided to make this call completely open and free to anyone who wants to show up. You don't even need to register. Simply go to www.asktheblogsquad.com for call in information or you can participate for free on that page at the appointed day and time.

What do you want to know? What mysteries of business blogging or social media tools do you want revealed?

We'll cover everything from the 4E's of content marketing, to the CODA blogging essentials (Content, Outreach, Design, and Action). Plus, we'll tell you about our Better Business Blog Learning system and our newly revised Build a Better Blog ebook (www.buildabetterblogsystem.com).

What do you want to know?

Article Content for Sale: Just Add Your Name

By Patsi Krakoff in Buying Content, Content Marketing, Writing Better Ezines, Writing Great Blog Content

Excuse this interruption to your Holiday fun, but some of us are working today! Okay, I'm going to play tennis in a few minutes, but before I go, I gotta ask: Do you need content?

Need any coaching articles for your newsletters or blogs? You know, just in case that brain of yours needs some back up material to supplement your own writing?

Don't put pressure on yourself to write all your content yourself. Use the power of others: buy content to supplement your own.

Here's the deal: in 1999 I started writing newsletters for other executive coaches and leadership consultants. I write the articles, they put their names to them. Since then I've built up a library of over 100 articles, full of research data, based on leading business books and the Harvard Business Review.

I'm putting them all on sale until December 31, 20% off. You buy the articles, either 1000 or 2000 word lengths, then you can cut and paste, rewrite, add your own stuff or use as is. This gives you plenty of meaty content to use in any of your white papers, newsletters and blogs. Topics are ever-green and non-dated.

Take a look here: www.contentforcoachesandconsultants.com/article-titles/. If you buy any, use this coupon code: CCC20 before check-out and get 20% off.

Be targeted and topical. These articles are suitable for coaches working with leadership and personal development issues. Got questions? Leave a comment.

Blog Writing Goals … a few questions before the end of the year

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

Why are you reading this blog? Seriously, I'd like to hear from readers what you are seeking. What would you like to know about? What topics are so compelling you'd come back here each day to read something new?

Since the name of this blog is Writing on the Web, I'm assuming you have questions about writing and how to use content on the Web to attract clients for your businesses. But this can mean different things to different people.

I focus on content marketing and blog writing tasks. There are many ways to write and publish content (blogs, newsletters, articles) on the Internet that helps you attract people who want and need your services and products.

At the beginning of the year I started a poll and asked this question:

"Which writing tasks do you need to master to explode your Internet marketing in 2008?" Here are the results:

57.9%    Writing great blog posts
42.1%    Writing articles, ebooks & info products
27.2      Writing great newsletters
20.2%    Writing great sales copy
13.2%    Writing great press releases
6.1$      Writing scripts for video clips
4.4%      Writing dialogue for audio files

Writing great blog posts that attract prospects and gain subscribers and eventually convert those readers to clients is one of the most challenging writing tasks. The difference between good and great is enormous.