How To Write Sizzling Hot & Trendy Content
If you talk to any serious blogger, writer or content creator, they’re sure to tell you that it’s sometimes difficult to come up with articles and content that will be interesting and relevant to their readers.
There’s a lot of different tactics that writers can use to ensure they’re sharing subjects of value with their readers. The best insights will always come from your users – as a rule, make sure to check your stats daily, and see where the traffic is going when it lands on your site. See what readers are looking at most, and pay attention to the bounce rates. It’s simple really, identify the content that’s getting read and generate content that relates to the subject at hand.
ALWAYS ALWAYS ALWAYS
Consult Google Analytics (GA) when reviewing your content strategy. If you don’t know how to use GA, find someone who does – or email us to help! The value of knowing how to operate and read GA is exponential, especially in today’s market.
LOOK AT TRENDS
Learn to love using Google Trends on a regular basis. Finding out what people are searching for most at a global scale, or at a more local level will help you formulate writing that people are looking for. Remember, don’t just write about a topic for the sake of writing – take a topic, and relate it back to your focus.
Check out what’s trending in Ontario, Canada right now (courtesy of Google Trends)
Writing and creating original content is much harder than it looks. Be sure to keep testing your ideas out, and remember that those tests mean absolutely nothing without fully understanding the data and results behind them.
Email Marketing Is Alive And Well
Through all the innovation we see in social media, mobile and web, it’s easy to forget one of the most basic forms of digital marketing: EMAIL.
Yes, it’s the oldest tactic in the book, but it still works. Think about it: we are alerted by social streams regularly, view banner ads on both desktop and mobile – but we also receive and check email all day (and night) long.
Recently a colleague sent over this INFOGRAPHIC that explains just how effective email marketing still is. Check it out below:
How To Look Like A Pro: Media Training Tips 101
One of the fundamentals of PR is having clients meet with media for interviews on radio, television and in print. It’s important that when the client goes to these engagements they’re fully versed in speaking with media and have a good understanding of how to conduct themselves.
Here are 5 tips to ensure that you are well on their way to being trained for media interaction.
SET GOALS
Work with your PR agency or firm to set goals around your messaging for each appearance. Be sure that you’re considering your objective, strategy, tactics and audience for each spot – as the messaging may need to be altered to cater to the specific outlet.
BODY LANGUAGE
A tense person can have a huge impact on the credibility of the organization or the message that is being conveyed. Remember that practice makes perfect, and it’s worthwhile to have a PR pro grill you before you head in to the interview.
STAY FOCUSED
If the interview goes off track, it’s important to be able to bridge the conversation and move it back to the talking points you may have. Work towards having some conversational tools to use should you need to redirect the interviewer.
NOTHING IS OFF THE RECORD
What you say and do may be used against you in a court of media. Be sure that everything you discuss is something you’d be comfortable seeing on TV or in the news.
SUMMARIZE
When the interview comes to a close, be sure to have a handle on how to summarize everything you’ve touched on and re-enforce any talking points or plugs you might need to make.
Media interviews are should never be done ‘on the fly’. You’ll feel much more comfortable, and look like a pro if you enter these situations fully prepared. If you’d like more info, or to obtain media training, EDPR offers a range of preparatory sessions to make sure you walk out a winner at every engagement. Feel free to shoot us an email with any questions you might have.
Film Friday: Apple’s Steve Jobs Tribute
A year ago today, Steve Jobs passed away. I can vividly remember sitting in my office at Torstar Digital when the news passed through like wildfire. At the time, I had an iPhone and knew that Steve had a hand in creating it – but I really didn’t have a full perspective on everything that Steve has contributed to our world.
From Toy Story to the Macintosh, Steve has made such an impact on my life but more importantly – he’s changed the face of technology. After reading his biography, I’m well versed in his temperamental ways, and some of the horrid behavior that he became known for – but I still admire his vision and leadership.
Today Apple posted a tribute video on their website to commemorate Steve, and I wanted to share it with all of you.
Have a safe and happy Thanksgiving,
What To Consider When Planning Your Social Media Strategy
This post could easily turn into a novel’s worth of material, as there are many factors and tactics that can (and should) be employed when working in social. Here are 5 things that you need to consider either on your own, or with the help of a qualified PR firm.
LISTEN
Before you start anything (whether it’s a new campaign or you’re just jumping into the ‘socialsphere’), it’s important to know what your audience wants. Spend some time watching your networks and understanding the people within them. This will help when deciphering your strategy and execution.
ENGAGE
There’s plenty of different ways to engage people in social – popular methods such as prizing and contesting are often used by brands to build their following. That said, it’s important to remember that the types of followers and ‘likes’ acquired with contesting may not be the kind of people you’re looking for. You want people who are genuinely interested in you, your business and your brand – it’s important that your efforts reflect and attract this.
RESPOND
“Go big, or go home!” continues to be the motto here at EDPR, and it should apply to you when approaching social. Respond to EVERYONE, address problems quickly, and remember that being on Twitter or Facebook is kind of like being at a 24-hour cocktail party (without the cocktails, and with EVERYONE watching you). Be smart, social and approachable and remember: don’t just talk about yourself.
BE GENUINE
Transparency is key both in life, and online. Don’t underestimate people, and try to lure them with cheap tactics (ie. contesting) – because any savvy person will see right through you. Not to say that contesting is necessarily a bad thing, but it’s one piece of a very large apple pie. Oh – and never lie, it will come back to haunt you. Things you say online are forever, and even after deleting, you never know who snagged a screenshot.
HAVE FUN
The beauty of social media is it’s name – it’s social. You should always have a good time, while incorporating your witty, funny, fabulous personality (or your brand’s) into everything you do/post/tweet.
If all else fails, remember to return to the age-old question: “Why are we here?”. It will help you maintain focus and achieve your desired results. For help on building out your social strategy, creating a content calendar, and designing smart social solutions, you can always reach out to us at EDPR – we’re here to help you surpass your social objectives.
How To Pick A PR Firm
It can be a bit intimidating to seek out a firm to help you with your communication needs. Most firms specialize in select fields, so it’s important to do your research so you end up with the right service provider.
Here’s 5 things to consider when seeking out your perfect match:
BUDGET
Cost can range anywhere from $100-$10,000+ depending on the campaign objectives and work required. Make sure to identify what services you’re going to require (releases, distribution, social management, etc), and place set amounts of money towards each piece to come up with a total you’re comfortable with. Remember that it’s one thing to have a press release written, but it’s quite another to have it pitched and distributed to the firm’s network.
METRICS
Find out how the potential firm is measuring their efforts. It’s great to have coverage and ‘buzz’ all over print, radio, tv and web – but you want to make sure you KNOW the numbers (circulation, open rates, click rates, views, impressions) behind the campaign. This will help you identify what worked, and what didn’t so you can streamline the process next time round.
KNOWLEDGE
This may sound like a no-brainer, but when the PR firm brings you a pitch – test their knowledge of your brand or company, and your competitors. Any good firm spends an awful lot of time reading up and becoming experts on your industry/product before meeting with you. After all, how can they possibly provide great communications if they aren’t experts?
COMMUNICATION
Early on in the relationship, make sure you identify how often you’d like to be updated and checked in with. It’s important that there’s a constant flow of communication between PR firm and client so that each party is knowledgeable of what’s going on. Depending on your requirements, this can range from daily emails/calls to weekly check ins.
LIKE-ABILITY
Again, a no-brainer – but it’s really really important. Make sure you LIKE the people you’re working with (and not just on Facebook). PR pros are usually innately social, and easy to get along with – a good relationship will facilitate even better results.
After considering the above, you’ll be able to kick off a great relationship with your firm of choice. When you’re considering your candidates, be sure to send an email our way – we’re here to help YOU achieve your communications objectives.
The 7 Characteristics Of A Truly Great Leader
From experience working in corporate, PR, hospitality, retail and entertainment industries – I’ve had the privilege to work with countless leaders. Although some were fantastic and some lackluster, it was easy to pin point characteristics that make the great leaders stand out.
Here’s 7 traits any good leader should have:
HUMILITY & HUMBLENESS
If one thing is of utmost importance, it’s a leader’s ability to truly embrace being modest and respectful. Ego is a human downfall at times, but a good leader can check themselves (before they wreck themselves).
INTERPERSONAL SKILLS
Whether introverted or extroverted, it’s important that a leader be able to relate to people. This kind of quality encourages team members to want to relate in return while making them feel comfortable and motivated. Approachability and likability are engrained into the path of leadership.
SELF AWARENESS
The best leaders are always cognizant of their faults, and are not afraid to admit to them. Because they can recognize their shortcomings, they surround themselves with people who can complement their individual skill sets.
VISION
There’s always a goal in sight (abstract or not) that a leader can share with their team. Having a good understanding of where they want to go, and what needs to be true to get there separates the leader from followers.
A CAN DO ATTITUDE
It’s important that a leader doesn’t give in easily. Leaders are the ones who say “YES WE CAN” rather than “NO, WE’VE TRIED THAT” or “IT’S IMPOSSIBLE”. A leader understands that a “NO” from someone is just one step closer to a “YES”.
AN ALL STAR TEAM
The saying you’re only as good as your weakest link is something that reins true in a leaders’ head. Making sure the right people are put together to complement each other’s skill sets is paramount to success.
CURIOSITY
Leaders should know (and want to know) anything they can about their industry, their competitors, and even their team members. The more informed a leader is – the better decisions they can make for their business.
Dan Edelman’s 10 Tips For PR Pros
There are many visionaries in the Public Relations, but few have managed to make as much of an impact as Dan Edelman.
In 1952, Dan Edelman started a new kind of company – one that would redefine the role of public relations. He aimed to build a firm that delivered creativity and quality work. We began with a commitment to our clients and all stages of their growth. So we engaged with various companies – the Toni Company, Sara Lee, Brunswick Bowling, Paper Mate and ReaLemon – and helped them capture a market niche. Edelman introduced the concept of telling stories through the media to sell products and build the corporate brand. It was about public engagement.
Today, Edelman’s top 10 rules for PR pros was released through an INFOGRAPHIC. These 10 principles are the ultimate common denominators for anyone in the PR world – and this image is a fantastic visual representation of them all.
Film Friday: Barbara Corcoran’s Advice For Entrepreneurs
Coming across this video today – I found it incredibly inspiring and eye-opening. Barbara Corcoran (from Shark Tank fame) details her struggles with starting her business, and emphasizes that there really is no time like the present.
ENTREPRENEURS AND WANNABE ENTREPRENEURS
This is a must watch.
Why People Unlike Brands On Facebook
There’s nothing more annoying than liking a brand or product’s Facebook page, and finding out that they’re in the habit of posting updates more than 3 times a day. Or worse:
HOSTING CHATS ON FACEBOOK
This was the case earlier this week, when one of my favourite brands decided to host a chat on Facebook with their spokesperson taking the lead. What resulted was approximately 15 status updates from the brand IN MY NEWS FEED over a 2 hour span. If you’re a Facebook user of any capacity, you know how annoying this can be. Also, the brand in question appeals to an older demographic than what I would fall into. Guess what that means? Generally speaking, an older Facebook user tends to have a lower amount (100-200) friends and likes on the social networking site. This would mean that the majority of their news feeds would be inundated with posts from this brand. What does that lead to?
UNLIKES
Needless to say, there’s definitely an unwritten list of best practices when using Facebook as a brand. Check out this INFOGRAPHIC outlining some of the brand “+” and no-no’s for Facebook conduct:
