Write the Right Words for the Internet - AllWrite Ink

Write the Right Words
Internet Content Writing
Deborah Chaddock Brown
#writerightwords
@thesmroadmap

Agenda
• Marketing
Content vs.
Web Content
• Blog Articles
• Newsletters
• Social Media
• Editorial
Calendar
2014 Copyright AllWrite Ink 2

Marketing Content

Website Content

Website Tips
Keep the Reader in Mind
Use Geographical Terms
Ask a Question
Use Bullet Points

Short sentences
Key word phrases
Be Easily Reached
Have a Call to Action

Which do You Prefer?

Too Few Words?

Too Many Words?

Just Right!

Ask Yourself:
Who is my audience?
What is their pain?
What is ONE THING I offer?

Call to Action
Sign up for Newsletter
Click on a link
Fill out a survey
Watch a video

Blog - Articles

48% of people on the
web will get their news
and information from
blogs.

More than 50% read a
blog at least monthly.

Companies who use
blogs attract 55% more
visitors to their website
than companies who
don’t use a blog.

Writing a Blog
1. People will find you
2. Share expertise
3. Everybody else is NOT
doing it.
4. Blogging is easy – it’s
not rocket science.

Eric Binnion’s Blog Post Anatomy
1. Start with a good headline.
 This is one of the first things that readers
will see on your page. Your headline also
often serves as the title for your page.

2. Main image
 Nearly all of the blog posts that I write
have an image at the very top. This is
because images can help get the reader
engaged with the post as well help
support a point.

3. Introductory paragraph
 This paragraph is likely the most
important of the blog post. The
introductory paragraph should explain to
readers the overall idea of the post
without being too long.

4. Quote or short story
 Right after the introduction, a quote or
short story can help the reader connect
with your story.

5. The meat
 Everything to this point was an
introduction which served to hook the
reader. The next several paragraphs will
be your actual content.
 I like to break my meat up into different
sections using headings or images. You
can, of course, also use lists to make data
more appealing.

6. Conclusion
 At the end of your post, it’s a good idea to
summarize your main ideas so that you
have tried everything you can to get your
point across the reader. This is also an
opportune time for you to include a call to
action. I usually like to ask readers a
question to try and get comments.
 Read article at http://www.artofblog.com/the-anatomy-of-a-
good-blog-post/

From
http://socialtrig
gers.com/perfec
t-blog-post/

Other Blog Benefits
1. A Reason to Return
2. Google Authority
3. Brand Awareness
4. Drive Traffic

How Often?
Daily
3/Week
Weekly
Bi-Monthly
Monthly

Newsletters
• Visibility
• Value
• Trust
• Authority
• Offer

Your Prospect is Luke.
You are Obi Wan.
The mistake most often made in marketing is
thinking of your business as the hero,
resulting in egocentric messages that no one
else cares about. The prospect is always
the primary hero, because they are the one
going on the journey — whether big or small
— to solve a problem or satisfy a desire.
- Courtesy of CopyBlogger

Newsletter Tips
• Short
• Informative
• Actionable
• Mobile Friendly
• Sharable

Repurpose Content
Single Idea: 3 Spring Cleaning Tips
 Newsletter
Main Article: Health Benefits of
spring cleaning your home
Call to action: Give us a call –
we can do the cleaning for you

Repurpose Content
 Blog Article
Tip one for spring cleaning
your home: Have a plan.
Include strategies, tips and
ways to include the children in
the process. Give examples
and perhaps a chore chart to
measure success.

Repurpose Content
 Blog Article
Tip two for spring cleaning
your home: Tackle one room at
a time, offer a check list for
each room of things that you
can be cleaning.

Repurpose Content
 Blog Article
Tip three for spring cleaning
your home: have the right
tools at hand, offer a listing of
the best home remedies,
cleaning tools, etc. for making
the process easier.

Repurpose Content
 Twitter
Include your kids in the plan
for #springcleaning your home
this month. www.tinyurl.com
(link to your blog article)
Here are 3 tips for
#springcleaning your home
www.tinyurl.com (link to the
Newsletter)

Repurpose Content
 Facebook
• Do you have a plan for
spring cleaning this year?
• What is your best tip for
spring cleaning – share it
here
• What is the most difficult
room to tackle when you are
spring cleaning?

Repurpose Content
 ANOTHER Blog Post
Take the responses from your
Facebook business page to
create another article

Repurpose Content
 LinkedIn
The Almanac calls for
higher than normal pollen
levels this year. See how
spring cleaning reduces
risks. (link to newsletter)

Repurpose Content
 Google+
We offered three tips for
spring cleaning, but here are
some additional ones that
customers have suggested.
(Link to blog post)

Repurpose Content
 Pinterest
Create an infographic with the
three tips.
Take pictures of the cleaning
supplies and tools and link
back to website

Repurpose Content
 YouTube
Create a 90 second video for
each of the tips and upload to
your YouTube channel and link
back to the website.

All From
ONE IDEA

Stay
on
Track
January February March
Topics After holiday cleaning Green cleaning Spring cleaning
Press Release 3 Environmentally
Friendly Tips for
Disposing of Your Tree
3 Simple Must Have
Ingredients for Green
Cleaning
3 Tips for Organizing
Closets
Newsletter – primary
article
Getting your home back
after the holidays
Preparing for allergy
season
Newsletter – secondary
article
Lead in to the 3
Environmentally
Friendly Tips for
Disposing of Your Tree
Lead in to the 3 Simple
Must Have Ingredients
for Green Cleaning
Lead in to the 3 Tips for
Organizing Closets
Blog post week one Storing ornaments
properly
Using Vinegar to clean
the kitchen
Donation locations in
your community
Blog post week two Oven cleaning Did you know what you
can do with a banana
peel?
Reducing allergens on
your mattress
Blog post week three Quick microwave
cleaning tips
Baking soda is a great
way to unclog sinks
Latest in closet
organization products
for sale
Blog post week four Keeping trash cans
fresh
Making spring cleaning
a family affair
Blog post week five Latest report on
chemicals in household
cleaning products
Proper way to clean
windows inside and out

Bottom Line
Keep Reader in Mind
Offer Value
Use Key Words
Be Consistent
Have a Plan
WORK the Plan

Do you have more questions?
Give me a call or send an email:
330-414-8792
Deborah Chaddock Brown
deborah@allwriteink.com
Visit our websites
www.allwriteink.com
www.thesocialmediaroadmap.com
For more
information

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