Close your eyes and imagine a perfect world. Your audience never misses a post because your content is so interesting and entertaining. They can hardly wait to share it. Your reputation as the industry’s premier resource spreads. Your Google ranking and retention rate improve as more traffic and members come your way.

David Carr at the New York Times knows that perfect world:

“Hit the right note, and your readers become like bees, stopping by your site to grab links and heading back out on the Web to pollinate other platforms.”

Your content will create that type of buzz if you pay attention to a few key steps.

Understand your audience’s culture.

Associations are made up of many communities based on demographics and professional interests. The online community is likely very different than the volunteer leadership culture you’re used to. Take some time to get to know them – the online community citizens, influencers, connectors, creators and conversationalists. Get a sense of their hot buttons and accepted truths. Find out what they read and share, and what fascinates and irritates them.

Listen and learn about their needs and interests. Participate in conversations. Ask questions. Become a trusted member of the community. Without that trust there’s no chance of success.

Please read the rest of this post at the Avectra blog

how to get people to share your content associations

Photo by David Lofink/Flickr

Blogs are not dead! That was the verdict from DelCor Technology Solution’s unconference last month: Progress U. – Blogger Summit. I’m go glad I got up to Arlington VA to attend, it was a great day of conversation. DelCor’s publishing a series of follow-up posts from the Summit. The first talks about the state of blog reading and writing today and why blogs are a good idea for associations.

DelCor’s second post discusses Six Barriers to Blogging – And How to Bust Them. Don’t let limited resources, organizational culture, staff’s full plates, fear, lack of confidence orleadership’s unfamiliarity with blogs discourage you.

We’re so lucky to have access to free tools for professional development, like blogs, but there is a potential downside: cognitive overload. Back in August, Ed Rodley, an exhibits professional at the Museum of Science in Boston, wrote about Dealing with Your Cognitive Load. His post received so many replies from the museum community that he compiled their ideas into four more posts.

I must share something he said in Part 4 – it’s what drew me into the rest of these posts because it’s so spot on about personal growth:

“All of the strategies listed above have one thing in common. They don’t require anything aside from your own desire to learn. As someone who has worked in a large institution for most of my professional career, it’s easy to succumb to the mindset of waiting for permission to do anything. This is especially true of old-school “professional development.” There are forms to be completed, signatures to be garnered, and justifications to be gathered before any learning happens. But in the current climate, waiting for anything seems like a recipe for getting left behind.

Speaking of traditional nonprofit organizations, how many of them have a full-time employee dedicated to managing volunteers? Yeah, not many. In associations, volunteering is a benefit of membership, often the benefit that brings them back year after year. You’d think more resources would be directed at keeping members engaged and satisfied, but no. Susan J. Ellis at Energize, Inc. says Part-time Volunteer Management Means Equally Limited Volunteer Involvement.

In this brilliant post Jamie Notter, author with Maddie Grant of must-read book, Humanize, points out that social media is just a wave knocking down a corner of your sand castle. But be ready, he says. “The tide is coming in. Social media is giving us a bit of an advance warning that things are changing.”

While Eric Lanke was visiting one of his members, a manufacturing company, a simple sign on the wall provided a moment of clarity. He brought the mantra back to his association, it’s one that works in any organization: help the customer succeed.

I started this selection with two posts from an unconference, I’ll end with a post that Jenise Fryatt wrote about Event Camp East Coast: How an Unconference Changed My Life.

That’s it for now, happy reading!

Lady Blogger with Her Maid, after Vermeer by Mike Licht (Flickr)

I usually start off my selection of good reads with something to help you save time or be more productive, but nothing wowed me this week. So I wrote my own: Be Productive While Having a Beer (or Two).

This is such a cool idea from Mike Brown at Brainzooming: assign extreme creativity makeover roles to everyone on your project team. You be the Outrageous Ideameister and I’ll be the Minister of Scare the S#!t Out of Us Possibilities!

I never get tired of sharing this type of post because I know many people are stumped when it comes to blog content. Jackie Roy at TMG Media’s Engage blog (a must read in my book) provides 7 Ways for Your Company to Break the Ice with the Blogosphere.

If you’re going to a conference or educational session and plan to tweet, read this post first. Megan Yarbrough at M+R Research Labs shares tips for thoughtful and effective live-tweeting from an event.

Standard press releases are often misdirected, irrelevant and boring. Here are some creative alternatives to sending a press release from Claire Celsi at Ragan’s PR Daily.

Yes, yes, we’re all professionals, but sometimes you just have to giggle in the middle of the day. One of my favorite sites for that is Funny or Die. If you’re an Arrested Development fan (hey, the rumor is the show’s coming back, woo hoo!), start with this slideshow of AD screen captures.

you've got to read this

This is a big week in the association management industry — the week of Innovation Talks, aka #asaeinnov. I wrote about innovation in associations last week for the Avectra blog and will have another post on Wednesday about how Disney encourages an innovative culture.

Innovation is right up there as one of the most over-used words this past year, but maybe that’s because we finally realize that if we don’t innovate, we might become irrelevant. Apple’s been doing it right for a long time so Alan Webber at The Christian Science Monitor looks at what Apple can teach the rest of us.

You want to start a blog, you really do, but there are many factors to consider, or so you say. Laura Click examines The Top 10 Excuses That Keep You From Starting a Blog and tells you how to overcome each one.

Now you have a blog, but you still have trouble finding time to blog regularly, despite Laura’s good advice. Stephanie Cuevas to the rescue with her tips for Time Management for Ridiculously Busy Bloggers.

When’s the last time you took a hard look at the About Us page on your website? Is it the same old lame copy your organization has been using forever? Oh dear. Have no fear, Brian Eisenberg at ClickZ shares the Five Traits of an Effective ‘About Us’ Page

Sheila Scarborough provides some of the best advice I’ve read about conference tweeting plus Tips for Following Conference Twitter Hashtags. Bookmark this one so you’re ready for your next real or virtual conference experience.

Finally, and in keeping with the spirit of risk-taking and innovation, here’s a list by Michele Martin of Seven Dangerous Things Every Adult Should Do. I think I’ve done at least six of them. I’m honestly not sure about #4. Surely I’ve done that in a committee meeting in front of members, but I can’t say for sure. What about you?

blogging website copywriting innovation association freelance writer

Photo by Flattop341 (Flickr)

I get my ideas for articles and blog posts by thinking about readers. Yes, you, you’re always in my thoughts. I think about how I can help you solve a problem or make your job (or life) a little bit easier. Or I aim to share something interesting and valuable.

When I begin work on a copywriting project, I also think about the ultimate readers — my client’s customers, prospects or members. I can’t communicate effectively to them unless I first get to know them. If only I had Vulcan mind meld skills, this part of my job would be a lot easier. Instead I rely on consultation with my client and lots of research and reading.

Studying customers is only the beginning, but let’s stop there for a moment. What if you’re on your own without a marketing vice president or a freelance writer, what do you do? Like me, you must completely understand your customers before you can determine how best to communicate with them.

I’ll share with you some of the questions I usually have; perhaps they’ll help you create a list of your own.

First, create a descriptive profile for each type of customer (or member) you serve. Heck, give each one a name too. If your customers are businesses, the profile will include characteristics that a consumer profile wouldn’t, and vice versa. Here are some suggestions to start, but you’ll end up with others specific to your business:

  • Location
  • Age
  • Gender
  • Employment status
  • Marital or family status
  • Interests and hobbies
  • Lifestyle
  • Purchasing history
  • Memberships
  • Career stage
  • Position in organization
  • Role in purchasing process
  • Place in conversion process
  • Educational background
  • Comfort with technology

The most interesting part of customer research comes next – the big meaty questions. Again, these will vary depending on your business. Since I usually work in the business-to-business sector, my questions have that slant.

  • What are your customer’s biggest problems at work?
  • What keeps her up at night worrying and stressing?
  • What does she fear?
  • What annoys her? What frustrates her?
  • What would make her life and job much easier?
  • What does she yearn for?
  • Why does she have these problems? Why aren’t these problems solved yet? What are the obstacles to solving them?
  • How do prospects like her usually find you?
  • What type of questions do your prospects and customers frequently ask your sales, social media and customer service staff?
  • What do they search for on your website? What search terms bring them there?
  • What hurdles (mental or real) prevent them from taking the next conversion step?

Spend some time where your customers hang out – blogs, forums, Twitter chats, face-to-face meetings, radio shows or podcasts – so you can get a sense of the language they use and their industry’s or profession’s culture.

The whole point of this exercise is to get into your customer’s mind to understand their perspective and needs, so you can connect their desires or worries to a solution you provide.

There are many more questions I must answer before I start writing, but that will be a topic for another post.

customer persona profile understand copywriting marketing

A Vulcan understands his customers.

How often do you unplug? How many social media platforms do you participate in? Are you feeling a bit burnt, overloaded and stretched thin trying to keep up with it all? Yeah? Then, quick, read this short post by Simon Mainwaring at Fast Company: Top 10 Ways to Keep Social Media from Driving You Insane. I like #7, Refresh.

Cindy King collected advice from several Social Media Examiner writers in 21 Dangerous Blogging Mistakes (and How to Fix Them). Don’t steer away because the post focuses on mistakes, it’s really an excellent primer on effective blogging. Pay attention to Mistake #9, Bad Writing. (Said with just a bit of self-interest.)

Instead of a blog post, my next recommendation is a Prezi. What’s a Prezi? A more visually appealing alternative to PowerPoint. Maddie Grant at Socialfish shared a Prezi by Carie Lewis of The Humane Society. It’s the best advice I’ve seen about Facebook in a long time: Why I Don’t “Like” You. You need to read this if you, your business or your organization has a Facebook page. You’ll thank me, or Maddie, or even better, Carie, later.

You can always count on Andrew Hannelly at TMG Custom Media for good advice, the kind of advice that people normally pay for. If you want to know why your email subscribers stop subscribing, he’ll give you seven reasons. And, he’ll tell you what you can do about it. If you follow his advice, and it works, at least buy the man a beer.

I’ve always been a language nut. I’ve studied Portuguese, French, Spanish, Italian, German and Chinese, and learned enough of a few others to get by as a tourist. Can I speak any of them now? Heck, no, if you don’t use it, you lose it, cliché, but true. One of the cool things about studying languages is the insight it gives you into how other people perceive and deal with the world around them. When you study Chinese, it’s like traveling to another culture’s brain without leaving your living room.

I was reminded of that when reading this interesting post by Emily Badger at the Miller-McCune blog, Rescuing Endangered Languages Means Saving Ideas. Here’s what she means by that:

“Language systems don’t merely translate universal ideas into different spellings; they encode different concepts. And when we lose a language, we risk losing those concepts. A lot of concepts are on the edge of oblivion — out of about 7,000 languages spoken in the world today, half are projected to disappear by the end of the century, if not sooner. That’s an amazing amount of knowledge.”

That’s all for this week. Go learn a language and happy reading!

raleigh freelance writer blogger copywriter

photo by Mike Licht

It’s a big week here at Reid All About It, I’ll tell you why later.

But enough about life for now, let’s get back to business. If you have trouble coming up with good content for your organization’s blog, you’ll like these 5 Sources for Great Blog Post Ideas by Joseph Wesley Putnam at Blogtweaks. Sources #1 and #4, concepts you explain and questions you answer, both rely on listening and capturing. Make it a habit to capture post ideas whenever and wherever you get them — in a computer file, on a notepad or in your phone. The more you train your mind to listen, the more ideas you’ll get.

Once you have a good topic, review The Ultimate 8-Point Checklist for Remarkable Content by Pamela Seiple on the Hubspot blog. There’s no use writing about something unless the topic is worthy of your readers’ time.

I love Twitter. It’s my favorite social media platform by far. However, many people on Twitter don’t know how to use it, don’t give a hoot about their followers or suffer from a combination of the two. Peter Shankman lists The Top 10 Things That Need to Die on Twitter. I don’t usually like “rules” posts that mandate how we should and shouldn’t tweet, but I agree with Shankman’s list, except for #6, Foursquare check-ins. I don’t mind seeing where my friends are, unless they’re checking in at the office (seriously, who cares). However, I stop following people if their twitter stream contains more check-ins than any other type of tweet.

Claire Celsi asks us to: “Challenge yourself never to send another standard press release again.” She wants us to use our skills and creativity instead to get our news in front of reporters, and gives Six Alternatives to Sending a Press Release. If you absolutely must send a press release, I wrote earlier this year about ways to improve a press release’s chances of piquing interest.

Gayle C. Thorsen shares Ten Time Management Tips for Nonprofit Communicators. Don’t pass her by because of the word “nonprofit.” Her tips apply to anyone whose plate is too full, to-do list is too long and schedule is too busy. I can vouch for #3, Monday morning me-time. Give it a try.

You’ve strategized, read how-to posts, made editorial calendars and stressed over it, but still you can’t find the time or talent to write your organization’s blog posts. Don’t worry, the folks at Calvert Creative explain how busy leaders can blog without really blogging in The Number One Way to Kill Your Business Blog. The number one killer is not writing at all, turning your blog into a ghost town. Their answer: get help. Agencies and freelance writers, like me (ahem), can help you get your blog up and running again.

I have a very big special birthday coming up on Thursday, so I’ve been more reflective than usual. A few younger friends also celebrate birthdays this week, so this morning I imagined what words of wisdom I’d share with them, if they asked. “Fly your freak flag,” that’s what I’d say. I can’t take credit for those wise words, they’re from Joe Gerstandt, who every Friday encourages his readers, followers, friends, acquaintances and friends-he-hasn’t-yet-met (like me) to let their freak flags fly. You’ll have to read the “love note” he wrote to us last Friday to find out what that means: Put It Up In The Air. Hoist it up, friends!

raleigh freelance writer blogging content copywriting

photo by nataliekbeats/flickr

I’m back from the beach and plowing through emails, blog posts, conference tweets and more. Thanks to Andrew Hanelly at TMG Custom Media’s Engage blog, I found seven ways to tame the beast: 7 Steps to Dealing with Information Overload.

If you’re coming back from vacation to blog editor duties, you’ll appreciate the advice in this post from Sarah Arrow at For Bloggers by Bloggers, especially if your blog relies on several contributors: 7 Laws That Make Your Multi Author Blog a Success.

When I tweeted out the link to this post, I described it as my best read all day. Noah Brier says the number one question he gets from brand marketers is: “What should I tweet about?” He goes on to write in Want to Tweet? First, Teach Your Brand to Speak at AdAge Digital: “What eludes brands so persistently in new media comes to people naturally.…The content people are sharing, unsurprisingly, is the content they are consuming.”

Ian Greenleigh laments the state of company websites in Quit Blogging Like a Tech Company at Dare to Comment. After posting product release notes and press releases, he says, “They discover how easy it is to blog about themselves. But no one reads it, or cares. Sooner or later, when that ROI never appears from the ether, they give up. And then they’re really blogging like a tech company, because they’re actually blogging so infrequently, it’s a sad little ghost town of quarterly posts.”

Why are Restaurant Websites so Horrifically Bad? asks Farhad Manjoo at Slate. Using hideous examples from some top-notch restaurants, he shows how the design and content fails miserably. The topic was picked up by the readers of Andrew Sullivan’s The Dish who pointed out the weaknesses of artist and college websites as well as restaurant sites. Although the posts are good for a laugh, there is a lot to learn here. Take a hard look at your organization’s website when you’re done.

My last one is for office refrigerators and bulletin boards everywhere, by my online association pal Jeffrey Cufaude: Anyone Can: So Why Not You? I’ve always been fond of #5: “Say what everyone knows but is afraid to bring up.” Who wouldn’t love #12? “Bring in a healthy snack for what will be a very long meeting.”

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