secrets to writing for marketing: boost your expertise
TRANSCRIPT
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
• 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