secrets to writing for marketing: boost your expertise

Secrets to Writing for Marketing:

Boost Your Expertise Marjorie Geiser, MBA, RD, BCC & Kathy Colaiacovo

Marjorie Geiser, MBA, RD, BCC MEG Enterprises, Inc.

Disclosures

However, NOT following the advice we share today may increase the risks of:

Marjorie Geiser, MBA, RD, BCC, and Kathy Colaiacovo

• Getting Less Visibility online

• Having Lower Website traffic

• Receiving Less calls from prospective clients

• Having Fewer requests/ calls to speak / present

• Not growing your business or career as fast

There is no outside company (nor a Sugar Daddy) paying us to provide the advice or present the information contained within this presentation

Learning Outcomes

• Identify barriers to effective writing communication and ways to overcome them.

• Tailor messages to meet the needs of your target audience to increase credibility and expertise.

• Integrate, through article writing, the sales principals of creating marketing content that positions you as an industry leader with authenticity and integrity.

At the end of this session, the participant will be able to…

Goals for our time together • Why and Where you can be writing and contributing

articles.

• How Writing can boost your online visibility

• Learn the key pieces every article MUST have

• Understand how to incorporate sales and marketing into your articles and your writing

• Run through a sample article creation exercise using Worksheet – Creation Formula

• Real – Life Samples sprinkled throughout

• Action steps to take when you leave

Why and Where To Write

Why Write

Sonja Stetzler www.effectiveconnecting.com

• Quadrupled business in 1 year

• Consistency = Credibility

• LinkedIn

• Repurpose your content

Why Write

Janice Newell Bissex and Liz Weiss www.mealmakeovermoms.com

• Editor of Nick Jr. Family Magazine • Monthly Meal Makeovers column • Multiple books • 15,000 newsletter subscribers • 50,000 Facebook followers • AND Media Excellence Award in 2015

Do you currently write content for articles, blogs or newsletters?

YES

NO

For those who said NO, what is your main reason?

1. TIME

2. Nothing to WRITE ABOUT

3. CAN’T WRITE

Handouts for our Writing Exercise

www.PepperItMarketing.com/fnce-handouts

Download these now to use later on in this session for our “article writing’ exercise.

They are word documents.

Before you start Writing for Marketing

•Know your audience

• Social proof

•Details / Statistics

•Plan it out

•Authoritative sources / Fact check

Difference - Journal articles and Blogs

How Writing Helps Your Career/ Business

1. Credibility

2. Authority

3. Digital Footprint

4. Website Traffic

5. Opportunity

… IT’s ALL MARKETING!

1. Writing Builds Your Credibility

• Increased visibility as an expert • Interviewed on Fox news • Well-paid assignments, 30,000 followers on social media, and more sponsor

opportunities on her blog

2. Writing Builds Your Authority

• One book sale resulted in a $75,000, 30-city media tour for KFC

www.drjo.com

3. Writing Builds a DIGITAL FOOTPRINT

The trail, traces or "footprints" that you leave online.

You WANT your Digital Footprint to lead people back to YOU and your business online…

Writing helps build that Digital Footprint online

Pieces of Your DIGITAL FOOTPRINT

1. Website

2. Social Media profiles

3. Content posted online

4. News articles

5. Registry sites

6. Videos and Images

4. Writing Builds Website Traffic

BIGGEST BONUS

FROM WRITING?

How Writing Leads to Opportunity

• From 0 to 6 figures in just 3 years • Invited to attend international nutrition conferences • Served as an expert witness on behalf of the Federal

Government

www.SoundBitesRD.com

How Writing leads to Opportunity

• First book led to: • AADE Diabetes Educator of the

Year • Speaking contracts around the

country • Editorial board of Endocrine

Today • Contributing editor of dLife TV

Susan Weiner susanweinernutrition.com

Where You Can Write Articles

• Professional Journals

• Community Papers

• Newspaper Columns

• Magazines

** BONUS “Related” Industry Magazines / Organizations and Websites your target client will read

• Industry Blogs

• Newsletters

• Blogs

• Social Media

What is a Blog?

•Online journal of articles

•On website

• Share thoughts, ideas and for some who blog personally - passions.

• For Business owners it is a way to teach people about your services, products and your VALUE.

Boost Online Visibility with Blogs

1. Every article or blog online is a new website page

2. Filled with keyword rich content

3. Related to main SEO keywords

4. Search Engines have new content to index

5. Get the NOD from Google

Keywords … Rule your Writing

• Represent broad description of your area of expertise

• Use the Google Keyword Planner for help – or Wordtracker (limited)

• Set 10 – 15 Keywords and Phrases for your business

Why Integrate Sales Marketing

into your Writing?

Sales Tactics to use in Marketing

• Good Content (HURC FACTOR)

• Sell without Selling

• Samples of client results

• Calls to Action

Why Integrate Marketing in your Writing?

Michelle Dudash www.michelledudash.com

What Topics to Write About?

• What your customers want to know

• Information that help clients work with you

• Related News/Tips

• Tutorials

• Write to Target client

Article Topic Ideas

Quote

Rant

Reaction

Research

Review

Series

Stats

Story

Survey

Trend

What If

Product Update

News

Off-Topic

People to Follow

Pick of the Week

Prediction

Presentation

Problem/Solution

Product Tips

Project Showcase

Question

Definition

FAQ

Freebie

Holiday

How-To

Inspirational

Interview

Issue

Link Roundup

List

Meme

Answer

Behind The Scenes

Best of

Case Study

Challenge

Checklist

Company Update

Comparison

Contest

Customer Showcase

Do you still think you

Can’t Write?

8 Key Pieces Every Article MUST Have

• Headline

• Sub Headline

• Intro

• Main article

• Images or Visuals

• Formatting

• Source reference

• Wrap-up & CTA

Formatting Methods

•Bullets

• Lists

•Bold

•Color

•Different fonts

• Size Fonts

• Links

Where we are so far…. • Why and Where you can be writing and contributing

articles.

• How Writing can boost your online visibility

• Understand how to incorporate sales and marketing into your articles and your writing

• Learn the key pieces every article MUST have

• Real – Life Samples sprinkled throughout

• Run through a sample article creation exercise using Worksheet – Creation Formula

• Action steps to take when you leave

SO…You Think You Can’t Write??

Article Creation Exercise

• We start with the Worksheet. • Then move to the Creation Sheet. • Fill in your own, but follow along as

well.

www.PepperItMarketing.com/fnce-handout

YOU DID IT!!!!

Do you currently write content for articles, blogs or newsletters?

Who said NO EARLIER

Stand up

After this session will you start to write content for articles, blogs or newsletters?

YES

NO

RE

Strategy #1

Marketing Routine

Strategy #2

Seek Out Opportunities

Strategy #3

Just DO it!

WHEN YOU LEAVE FNCE

• Set a Marketing Routine

• Seek Out Opportunities

• Just DO it!

Start Writing by…

Marjorie Geiser @MegFit

Thank you

Kathy Colaiacovo @PepperIt_Mktg