blog writing workshop - right mix marketing · title: blog-writing-workshop-final.pptx author: tom...

Presented by Tom Treanor

Blog Writing Workshop

© Copyright Right Mix Marketing Inc. (do not distribute)


This is an interactive working session

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The process…

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Topic What

customers care about

Your List Your angle/ headline

Opening Closing & Call to Action

Picture

© Copyright Right Mix Marketing Inc. (do not distribute) 3

What do your customers really care about?


The process…

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Topic What


The List Your angle/ headline


Picture


Wedding photographer

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Reasonable price range

Reliable, won’t be late Shots that are the envy of my friends

Something unique – like no one else

Make me look amazing!

Their customers worry about!


Architect

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Do I need an architect or just a contractor?

How do I avoid a disaster remodel?

Can I afford my remodel?

How do I find a reliable contractor?

Can I finish before Thanksgiving?



Online Marketing Consultant

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Dealing with social media

Understanding SEO Creating blog content

Getting leads from a website

Building a mailing list



What do your customers care about?

! What do they worry about?

! What are they fixated on?

! What are they frustrated about?

! Where do they typically cause problems for themselves?

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Document 3-5 things your customers care about


The process…

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Topic What


The List Your angle/ headline


Picture


Questions to ask when picking a topic

! What area do you want to write about?

! What is an area where people often have issues?

! What are people usually confused about?

! What is a “hot topic” for your clients right now?

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Online Marketing Consultant

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Dealing with social media

Understanding SEO Creating blog content

Getting leads from a website

Building a mailing list


Creating blog content

Pick the topic you’ll be writing about today


The process…

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Topic What




Picture


The working headline

! Be clear – don’t confuse people with the title

! Use keywords (vs. being too “cute” and obscure)

! Add mystery, intrigue or interest to draw them in

! Use numbers for this “list” (for other types of posts you don’t need to)

! Add a benefit to the reader

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How to prepare your business taxes

5 Little-Know Ways To Save Money on Your Small Business Tax Return


Choose a post type ! Myths – “5 Dieting Myths That Cause Most People To Fail”

! Why – “5 Reasons why your clients don’t come back to buy again”

! How To – “5 Ways To Increase Repeat Purchases”

!  Resource – “20 Amazing Dessert Recipes Your Guests Will Drool Over”

!  Simple – “5 Great Beach Vacation Resorts Within 1 Hour of Manhattan”

!  Secrets – “3 Secrets For More Satisfied Coaching Clients”

!  Best/Worst – “The 3 Best Books For New Entrepreneurs”

! Mistakes – “4 Common Mistakes Brides Wedding Picture Mistakes…and how to fix them”

!  Checklist – “The Successful Kitchen Remodel Checklist”

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Did you pick a blog post type?


Your headline and angle

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Creating blog content

•  6 Small Business Blogging Myths Debunked •  6 Blogging Mistakes Small Businesses Make (and how to

fix them) •  6 Reasons Your Small Business Blog Isn’t Getting Visitors

•  6 Small Business Blogging Myths Debunked


The process…

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Topic What




Picture


Myths or Mistakes

! What are typical mistakes your customers make?

! What are common misperceptions?

! What wrong advice to customers often hear?

! What myths are perpetuated in the industry?

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Blogging Myths

! You have to write all the time

! Traffic is the most important measure of success

! You have to be a great writer

! Every post has to be completely unique in the world

! Build your blog and people will find it

! Blogging and SEO and Social Media are separate

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Brainstorm your list now!


Make your list (based on your post type) ! Myths – “5 Dieting Myths That Cause Most People To Fail”

! Why – “5 Reasons why your clients don’t come back to buy again”

! How To – “5 Ways To Increase Repeat Purchases”

!  Resource – “20 Amazing Dessert Recipes Your Guests Will Drool Over”

!  Simple – “5 Great Beach Vacation Resorts Within 1 Hour of Manhattan”

!  Secrets – “3 Secrets For More Satisfied Coaching Clients”

!  Best/Worst – “The 3 Best Books For New Entrepreneurs”

! Mistakes – “4 Common Mistakes Brides Wedding Picture Mistakes…and how to fix them”

!  Checklist – “The Successful Kitchen Remodel Checklist”

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Write down 2-4 of your list items


The process…

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Topic What


Your list Your angle/ headline


Picture


Your opening – designed to draw them in

!  Keep it short and sweet

!  “A recent survey showed that…”

!  Talk about why this is an important topic

!  “Home remodels are probably one of the most important….”

!  Tell a story

!  “The other day I met with a new client…”

!  Put yourself in their shoes

!  “You’ve worked hard on your blog post. You’ve poured your heart and soul into it.

!  But something’s bothering you…”

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Write a first sentence…


The process…

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Topic What




Picture


Closing / Call to Action

Closing: ! Wrap up the post – don’t limp into the finish line!

! Get them inspired to do something – make change with their life, try something, get back to work, leave a comment, tell you what inspires them, bugs them

Call To Action: ! Don’t try to do multiple calls to action

! Focus on one main call to action

! Be explicit – make it easy

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Call To Action Examples:

! Sign up for a free report or webinar ! Request a free consultation ! Sign up for my free eCourse ! Download my free checklist ! Subscribe to my mailing list (a little weak) ! Follow us on Twitter

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Your closing – get them off the couch

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About Guest Blogging:

About Pinterest:


About Being Unique with your blogging (from Problogger):

About Building Relationships with Influencers (from Copyblogger):


CALL TO ACTION

CLOSING

About Blogging Myths


What’s your call to action?


The process…

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Topic What




Picture


Why the picture matters

! Attention-getter

! Breaks up the monotony

! Adds life and color

! Helps tell the story

! Helps with sharing in social media

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Four Places to Get Pictures

! Istockphoto.com

! Fotalia.com

! Dreamstime.com

! CreativeCommons.org (Flickr search) ! free, but use right license and give credit

! Your own, high quality pictures

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Keyword Smallest picture is usually fine


HEADLINE

MYTHS

OPENING

PICTURE


CALL TO ACTION


Some writing guidelines

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Use Short Sentences and

paragraphs

Use numbers or bulleted lists

Use bold, color or big headers for easy skimming

Sharing buttons for virality

Links to related posts


Blog Writing Checklist one-pager

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Topic

What customers care about

Your List

Your angle/ headline

Opening

Closing & Call

to Action

Picture

Use Short Sentences and paragraphs

Use numbers or bulleted lists

Use bold, color or big headers for easy skimming

Add sharing buttons for easy sharing

Links

What are the top things your customers care about? Or worry about?

Is your topic top of mind for them?

Create a compelling post angle and headline

Gather your list

Write a compelling opening

Add a strong closing with a clear call to action

Pick a compelling picture

Insert links to related posts or to other, external sites

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Tips

! Keep it simple at first

! Just tell it like it is!

! Look at other blogs to get ideas

! Practice will make you better

! Sometimes I picture a person I’m writing to

! Other times I recall a conversation I’ve had

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Resources mentioned on the workshop Email Systems: !  Aweber: http://www.rightmixmarketing.com/Aweber !  Mailchimp: http://mailchimp.com/ !  Constant Contact: http://www.rightmixmarketing.com/constantcontact !  iContact: http://www.icontact.com/

Screen Capture Recording/Video Editing: !  Screenflow (Mac): http://www.rightmixmarketing.com/screenflow !  Camtasia (PC and Mac): http://www.techsmith.com/camtasia.html

Webinar Systems: !  GoToWebinar: http://www.rightmixmarketing.com/gotowebinar !  Anymeeting: http://www.anymeeting.com/ !  Fuze Meeting: https://www.fuzemeeting.com/ !  Instant Teleseminar: http://www.rightmixmarketing.com/instantTS

Wordpress Plugins (for share buttons) – search for new plugins from inside wordpress: !  Sharebar – what I use now at http://www.rightmixmarketing.com - see

top right of any blog post !  Digg Digg (what I used to use) !  Sexy Bookmarks (what I used to use)

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blog writing workshop - right mix marketing · title: blog-writing-workshop-final.pptx author: tom...

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