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Your keyword basket contains the terms people use most frequently to find you. Be sure to share it with your marketing communications writers. Have you spent time and/or money researching the terms that people use to find your blog and Website, your “keyword basket?” Do you realize that you can pump these terms into the [...]
The title of your white paper is where you sell your idea to the prospective reader. Don’t blow your chance to make a good impression. Industry colleague Jonathan Kantor publishes a list of free white papers each week from his blog, White Paper Pundit. I’ve followed it the last few weeks, looking for interesting titles. [...]
Half the art to getting found on the Web involves putting out great content. Your marketing communications writer needs to know this and produce accordingly. A post at Problogger this week extols the virtues of linking to other content on the Web: Linking reinforces the relationships – both human and digital – that make the [...]
Social media marketing seems like smoke and mirrors, but when the smoke blows away and you take down the mirrors, you still need to hire a writer who can deliver valuable content. Social media marketing is an exercise in riding the tiger. The buzz is that the traditional, prescriptive notions of marketing don’t fit very [...]
In a customer interview, your marketing communications writer can get more out of interviewees or subject matter experts if she can make them think. Years ago, my boss at the time, a VP of marketing, gave me the secret to working with our infuriating, inscrutable, mercurial CEO: You’ve got to make him think. Frankly, I [...]
When you hire a marketing communications writer, do you ever ask for a little commitment along with the content? Sure, this is all work for hire, and a freelance writer won’t have the dedication to your company that a full-time employee will, but what’s wrong with asking for a little commitment? The Marketing Writer’s Commitment [...]
Hire a writer who understands that the social media business story is still warming up, and that it consists of several different channels. How is your business using social media in all its channels? More importantly, how are the people inside your business using them? I hope you are past the notion that this is [...]
“Search engine optimization” is the mantra of the day. You’re nowhere if you’re not on page one of the search engine results for the keywords your customers are using, and an entire cottage industry – SEO copywriting – is growing around optimizing your content for search engines. What about optimizing your content for your Ideal [...]
Did you know that they talk about your content in the Bible? Really. “No one, after lighting a lamp, puts it away in a cellar nor under a basket, but on the lampstand, so that those who enter may see the light.” -Luke, 11:33 When you hire a writer to tell your story, do you [...]
