Web Content and Social Networking Experts

What is the greatest predictor of success in your Facebook posts?

When you write a post on Facebook it will be judged as good, or not, depending on it's relevance to your brand. So, when we say content is king. We mean content is king to the reader when it is relevant to the reader, and to your brand. Your brand is already relevant, or the reader would not be reading about it.

Do you see a pattern here? Is the word "relevant" starting to get repetitive? What have we been saying here for almost three years?

1. Write for the reader.
2. Target your content to the needs of the reader.
3. Write in crisp, clear language that the reader understands.
4. Don't write fluff.

So, the bottom line here is simple. If you want readers to read your Facebook posts make the content relevant to the reader and be about your brand. They want to read about you and your products. They do not want to read touchy-feely, small talk, or cute, but irrelevant, material. They want solid, related, well written content.

Give them what they want and you will be successful. Here is a quote from, Facebook to Brands: You're Posting Stuff Wrong

"By far, the biggest predictor of engagement was that the post was on a topic relevant to the brand," said Sean Bruich, head of measurement platforms and standards at Facebook. "It impacts everything, from lightweight likes to more invested shares. It's actually one of the most important things a brand can do. People are seeing the content because they liked the brand, and it makes sense that content about the brand will get them engaged." "

Whether you are on Facebook, a blog, writing a newspaper article, or a book. It is the content and it's relevance to the reader is the currency of success. When your content is relevant, it's king. When it's not, you and your social networking campaign suffer the consequences.

Write relevant content. Don't fight it. It is what your audience wants.

When it comes to social networking. One size does not fit all.

On Saturday, May 12, 2012 I spoke at the Connecticut Authors and Publishers Association (CAPA) yearly conference CAPA-University. My talk was on social networking. One of my first comments was that social networking is an individualized endeavor. What works for you may not work for another business or organization. Why? You have different products, different customers, different needs, different goals, and a different end game.  

Goals? End Game?

Goals are meant to be reached and left behind. Your end game is what you are always striving for. Goals are tactical, your end game is strategic.

The interesting thing about your end game is that you may never reach it, and have no intention of reaching it. This is true when your end game is to run a successful business that is an enjoyable place to work. This is something you work at every day. Your goals, in contrast, are short term. They are designed to be attained.  

Goals Are Stepping Stones

Don't do any social networking without a goal. As your goals are 90% or 95% complete, start working on your next goal. This way, you never run out of content because it is your content that moves your social networking campaign forward. And that, my friend, is the right direction. No matter what your end game.

Want your blog to be a happy blog? SSTTP is the answer.

Want your blog to be happy, well liked, and well read? Silly question. Who doesn't?

Short Sweet and To The Point

Yes, my friends, as with most things in life the answer lies in simplicity.

• Short. Keep your blog posts to less than 600 words. Shorter is better. Use 600 as your absolute maximum.
• Sweet. Write in crisp, clean, easy to understand words.  
• To the Point. One issue per post. State it. Deal with it. End it.

Follow this simple guide and you won't be sorry.

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"If you don't pay attention to the needs of your audience, they won't pay attention to you."

              

Short Fiction at its Best.

Content that sells. If you write it right, you'll sell it. If you don't, you won't. Part 2.

Yesterday we talked about writing content that sells. Today we will show you why simply listing technical specifications does now work, and why telling the customer features does work.

This description is taken from Web Content Rx, A Quick and Handy Guide for Writers, Webmasters, Ebayers, and Business People, Page 120.

Poor description:

Our toaster reaches working temperature in 4.7 seconds using 12.5 amps at 120 VAC. Its double wall construction never gets warmer than 87.9 degrees. It is chrome plated with black plastic throughout. You can vary the cook time from 6.3 to 58 seconds. Onboard thermal protection stops it from catching fire. Dimensions: 12” x 12” x 8”. 120 VAC cord, 50 cm. included. Warranty.

Above we do everything wrong.

• We talk about time to the tenth of a second. Who cares?
• Next we talk about electrical Amps and volts. Again, who cares?
• Cook time to the tenth of a second. Terrible.
• Worst of all we tell you it won't catch fire. By not the customer is running away.
• Next we mix inches and centimeters.

Good description:

The Mythical Deluxe Toaster will delightfully toast four slices of bread, warm bagels, or make mouth watering English muffins. Our “Cool Side” technology is always cool to the touch—never hot. Its functional beauty will grace any kitchen. The Mythical Deluxe Toaster will make you proud. Guaranteed. Your Mythical Deluxe Toaster is energy efficient. One year unconditional warranty. It is compact at 12 inches wide, 12 inches deep, 8 inches high. Operates on standard house current, 120 VAC.

• We open with "... will delightfully ...."
• "Cool side technology is always cool to the touch ...."
• Then follow up with, "Its functional beauty will grace any kitchen." And, "The Mythical Deluxe Toaster will make you proud. Guaranteed."
• "Operates on standard house current, 120 VAC."
  • Do not expect your customers to know that 120 VAC (Volts Alternating Current) is standard house current in the United States. Always tell them what you want them to know in terms that they will understand. For communications to be effective they must be in the language of the buyer.

In short, this paints a mental picture of a toaster that you would love to own. which is, of course, the whole point.

Content that sells. If you write it right, you'll sell it. If you don't, you won't. Part 1.

So, you've got goods and / or services you want to sell. We have a couple things to say:

1. Features sell things
2. Reciting technical specifications don't.

When you sell you are appealing to the emotional side of the brain. Emotions justify, while the logical makes the decision that has been justified. Simple. Don't fight it. It works. Ever wonder why expensive cars are photographed with a magnificent home in the background, with beautiful women and handsome me that are incredibly well dressed. Yeah, buy me and you too will have a house like this, be gorgeous like this. Emotions call the shots.

So, how do you do this?

• Write like the item has already been sold. There is no doubt that everyone wants it.
• Make your writing personal. Write for the buyer, not for a bunch of buyers. Buying decisions are personal. Write to the one person who will buy.
• Hit the benefits of ownership, stress features, explain what it will do for you (the buyer you).
• When selling a new product that has never existed before you have simply got to show why the buyer need it. Will it, save time, save money, do something easier, better? What. Find it and tell the world what that is and why it worth the money.
• Use words like: You, Yourself, Your, and h\Hate as in "You'll hate yourself if you pass up this offer."
• Create a sense of urgency, with a time limited offer, or some other offer that has a clear and definite end date. You want to make it lucrative for buyers to buy.
• Write at an eighth grade level. Use every day words. This is not the place to show people hoe great your vocabulary is. You're smart, we get that. Show it by writing content that sells.
• Call to action. What's that? Order yours today! Contact us now! Place your order now, quantities are limited. First come first served. Yeah, you've seen them forever and you will continue to see them forever because they work. Tell the reader, customer what to do and provide the phone number or ordering information for them to do it with.

There is more in my book, Web Content Rx, this is just a taste.

Pictures are excellent, if done professionally. Only use the finest photography. Shots that are out of focus or poorly exposed will do you far more harm than good.

Tomorrow

In tomorrow's post we show you an example of good and bad content from our book on Web content, Web Content Rx. The example concerns our Mythical Deluxe Toaster. You'll love it.

Is your content only written for people? Don't forget Google, Yahoo, and other search engines. They're people too.

Often when we write we are so focused on getting the message across that it can be all to easy to forget that content needs to be found to do anyone any good. So, write for Google, Yahoo, and other search engines as well. This is especially important in blog posts, that includes Twitter.

Keywords

We've said it before. Sorry for the repetition, but keywords mean everything. they really do. Ask yourself, what will people search for to find this post, Web page, Twitter feed, eBay ad? Then be sure to have the words that answer that question in your content. Careful though, if you pick a work that is highly competitive you haven't a chance against those big professionally managed, search engine optimized sites. that's because those sites hire firms to keep their SEO up to date, some almost in real time. don't lose heart though.

What to Do

Use Google AdWords to find pertinent keywords that are far less competitive, but still relevant. Put these words in the post title and in the body of your work. Read the title of this post. The word "content" is there, and its in the body of the post as well. Also, "Google," "Yahoo," and "search engines." Those words were worked into the body of the post very much intentionally.

Search Engines are People Too

Oh yeah, you can be a little silly as well. Not for the machines of course, but for us wetware types. You know? Those with a sense of humor.

Want your blog to be successful? Keywords, topic, and quality content.

Writing a successful blog means reaching hundreds or thousands of people. The more the better. So how do you do that?

Keywords

Use Google's excellent keyword tool to see how many people are searching for the main words in your title. Your title means everything. To be found you need to appear in search engine results. That takes keywords. So, do the research, and choose carefully.

Topic

What topic you pick to write about is no less important. Pick something that:

1. lots of people are interested in
2. or your target audience is interested in
3. and, of course, material that supports your professional needs.

 

Quality Content

Content is your stock and trade. The quality of your content literally determines your success. Proofread ruthlessly. Punctuate scrupulously. Verify the meaning and spelling of any unfamiliar words. How you write what you write reflects on you. Your readers will forgive the occasional typographical error. They will not tolerate poorly written content on a daily basis.

As we've said on this blog many times before: "If you don’t pay attention to the needs of your audience, they won’t pay attention to you."

Sell yourself and you sell your products.

What do your customers want to find in your social networking campaign? You. They want to know what you know. You are an expert in your field. Share the expertise.

Your competition can provide similar products. However, no one can provide another you.

Sell you, by giving away your knowledge, your expertise, your experience and you will sell your products. While it seems counter intuitive, actually it seems downright crazy, but you can make a lot of money giving away your knowledge. And there's no where better to do that than your social networking campaign. See our December 28 post below.

Don't recite specifications on your products unless those specs are required in the buying process. To do so shows your ignorance, and forces the customer to learn why one product is better for them than the other. That's your job.

For example: do not simply say, "This machine has 8 Gig of RAM. That one has 6 Gig of RAM." Show the customer why the 8 Gig machine is better for their needs, if it truly is. Should the 6 Gig machine do the job, show how you saved them money with a less expensive machine. This builds loyalty by showing that you are not out to maximize their expenses, but are a valuable member of their success team. Who do you think they will call next time? And the time after that?

Concentrate on what value your products and services provide. Differentiate yourself from the competition with your experience. When your customers buy your products they are also buying you. Sell you and you will sell your products.

Customer questions are a gold mine. Answer every question in your social networking campaign. A blog and Twitter are superb tools for doing that.

Make your knowledge, and your in-depth expertise indispensable to your customers. Do you remember the line in the movie Ghost Busters? "Who you gonna call?" Who do you think your customers will call? A salesman, or someone with brains and expertise who saves them money? Who would you call?

Content that sells. Sooner, or later, you will be selling your goods or services online. Here's how write the words that make the money.

Sales content has one shot to get read. That's it. No second chances. If you are doing this for the first time, write your sales text, and it's most important subject line, and have people read them. This is no time to dig your heels in and start with "Yeah, but ...." If you find yourself saying that, "Everybody knows that ...." Stop. Stop now. Right now.

Everyone does not know that. You absolutely must write for your clients and future clients. Do that and you succeed, don't and you don't. So, put the ego aside.

In General

• Write in common every day words. This is not the place to show the world how extensive your vocabulary is. We know you're smart. We get that. Show that by writing for the needs of the reader.
• Write like the sale has already been made.
• Tell the reader about features - not specifications. Show the reader what the product will do for them and paint the product as a real asset to their lives.
• Take as much 'space' as you need. A life insurance policy may need 10,000 words to cover its benefits and features. Write 10,000 words if you need to. Yes, we've told you over and over not to write long winded text. This is not long winded, it is using the resources necessary to sell the product. Our admonition to use as few words as needed still stands. Write no fluff.
• Use appropriate vocabulary. When writing for a knowledgeable audience do not explain terms that you expect them to already know. If you feel that definitions are a good idea there are ways to include them. Post back a question and we will cover them.
• Include testimonials from satisfied customers. Video testimonials are especially powerful. Put them on YouTube for lots of reasons. Keyword pack the title of your videos and your YouTube channel.

Specifics

• Use words like:
  • You
  • Your
  • Yourself
  • Hate, as in "You'll hate yourself for missing this opportunity."
  • Use the word 'order,' not 'pay,' in the link to your shopping cart.
• Keep sentences to 12 or 15 words. No more.
• Keep paragraphs to 5 or 6 sentences. No more.
• Use lists, as we are doing here. Remember that numbered lists indicate importance or that things must be done in a certain order. Bullets, unnumbered lists, do not.
• Use headings to make content easy to find.
• Your subject line in email marketing means everything. Spend 90 percent of your time getting it right. Your first order of business is getting your sales material read. The importance of your subject line cannot be over stated.
• Make your Web sales page user friendly. See (Is your Web site a good employee? Take our 30 second test.) Streamline the check-out process. Test it. Do not take it for granted that everyone will understand how you've written it. That truly is a big mistake. Last minute customer confusion will cost you a lot of money.
• Write as though you are speaking to the reader. Do this by visualizing a client. Why? Well, that is what you are doing. While this may be sent to thousands of people, it will be read by only one person "at-a-time." Write for that person. Reduce their stress, address their fears, explain in words that are understood by your reader.
• Your content must establish trust. Hence the testimonials. Include how long you have been in business, how many clients you've helped, links to your your Web page, Facebook page, Twitter, blog. Your entire online marketing machine.
• For large ticket items closely consider a blog on the product. Here potential customers and satisfied customers can mix and mingle. Never underestimate the power of future clients "talking" to existing clients. There is no better sales agent for you than unbiased satisfied clients. Your word is, and will always be suspect, because you have something to gain. That is not the case with your clients. A blog is the perfect tool to maximize this powerful sales technique.

Want more tips? Read, and search, Web Content Rx at Amazon.

Content is all about writing. Superb content is all about reading.

Content is all about writing. Whether your medium is video, a blog, or podcasting. It is still about creating for your audience. And the key to excellence there is being able to read. To literally see your content as your audience does. If you can do that your content will be superb. If you can't it will be just content. Might be good. Might not.

Artists and photographers know this. They call it the ability to "see." To see the result of their work before it's complete. To see the work as the audience "sees" it.

Create superb written content by being able to read it the way your audience does.

Do not write for your self. Write for the reader. Never assume the reader knows what you're talking about.

Content strategy. Give them what they want, when they want it, how they want it. What could be simpler?

To be effective, your content needs to be planned and targeted to the needs of your readers. No surprise there, but how do your do that?

Simple. Just ask them what they want, how and where they want it. Then give it to them.

You do that by asking. To get your audience to actually get the information back to you is easy as well. Here's how. Offer them a premium.

Don't expect anyone to pay attention to your needs when you don't pay attention to theirs. So, send them a short couple of questions with a reward attached. Might be a free report, entrance into a contest, a coupon that saves them money.

Like we've said before, "If you don't pay attention to the needs of your audience, they won't pay attention to you." Couple that with superb, targeted, pertinent content and you've got a winning social networking campaign.