Well-Written, Quality Content Equals Successful SEO in 2013

This week I discussed why your business needs quality content and how content marketing can put you on the digital map. But how can content help your SEO and help you with search engine rankings? Search engines play it smart these days, especially Google, and they have cracked down on unethical blackhat SEO tricks such as keyword stuffing. The key to a successful SEO campaign in 2013 is high quality content that is well-written and researched. 

Build Links With Well-Researched, Longer Articles

Kiss short articles good-bye in 2013. Target audiences want meatier articles with real substance. According to SEOmoz, longer and more in-depth articles are where it's at when it comes to quality content. This helps improve conversions and builds your brand authority. Target markets tend to engage and interact more with longer, well-researched articles. 

Hire a Professional Writer 

 If you are going to play the digital media game this year, then it's time to think quality and not quantity. Hire a professional writer to write your content. Time is money so investing in quality writers might be the best return on your investment. Don't just take my word for it. According to an article on SearchEngineWatch.com, one of the top trends shaping SEO in 2013 is a demand for businesses to hire "good writers who know their stuff." Professional writing equals quality content. 

Beware of Content Scammers 

Don't hire cheap, outsourced writers from content mill companies who churn out poorly written content. If it sounds too good to be true, then it's probably a scam. You might think you're saving a few bucks with those $5 articles, but they will hurt your SEO and your brand in the end. Many of these companies are out to make a quick buck and they don't hire professional, vetted writers. They are clueless when it come to research and re-purpose (or plagiarize) content. These supposed "unique" articles are usually stuffed with keywords and riddled with typos. Ask for writing samples, references, and credentials before hiring ANY writer (especially online). 

Remember it's your reputation on the line and your content should always accurately and honestly reflect your company brand. For more content tips, check out this article - how to protect your brand with ethical content marketing. 

Content Marketing Can Your Put Your Business on the Digital Map

As we jump into 2013, consumers are blasted with ads and sales pitches (just look at the Super Bowl ads!) that sell the latest and greatest techno gadget or miracle beauty cream that will take years off your face. Don't get me wrong - a targeted sales campaign can work wonders for your business but the constant sales pitch 24, 7, without a strategic content marketing plan, won't work  in 2013...AND could potentially scare off potential customers and clients.

What is Content Marketing?

Content marketing is also known as non-interruption marketing. In contrast, interruption marketing promotes a product or service through advertising and sales/marketing. Content marketing is the creation and distribution of valuable, high quality content that informs, educates, and/or entertains your target market/audience. The ultimate goal of content marketing is to enhance your brand and strengthen your online reputation as an "expert" in your field while attracting and gaining customers and clients (and/or retention of your current customer base).

Basically, content marketing shares relevant information with your target markets but without the tiresome, sales pitch that people slink away from online. Content marketing is basically what social media is all about: social media should NOT be about selling your products and services - the quickest way to turn off customers.

Examples of Content Marketing

Content marketing runs the gamut and is more than just a company blog. These are just a few examples of content you can start implementing today.

• Social Media
• Websites & Blogs
• Articles & Press Releases 
• Online Communities
• Blogs
• Podcasts
• Webcasts
• E-zines
• Mobile apps
• Newsletters (both print and e-newsletters)
• Videos 
• Infographics & Photos

How to Get Started with Content Marketing

If you don't have any content, the best place to start is to create a blog. Check out these easy tips on how to create a business blog that will appeal to your target market/audience. 

Well-written articles and press releases are another effective way to spread the word about your company brand without selling your services. Remember that a press release should not blatantly sell or advertise your products or services. A press release needs to be timely and news worthy. A blatant sales pitch in a press release will be headed to the round file aka trash can. If writing isn't your forte, then hire a professional copywriter to assist you.

Create content that resonates honestly with who you are, and what your brand, products and services represent. Whether you are the manager of a high-end retail clothing store or write e-books about dog breeding, find your authentic voice and stick with it.

The best way to tell your story is through high quality content. You don't have to be a Pulitzer Prize winner to write a blog or article that quickly captures your targeted readers' attention. And don't copycat other people's writing style. Find a style that fits well with your business climate, industry and  your personal voice. Before you start creating and distributing content, research other quality content in your industry/niche to get a "feel" for what's out there.

If you want your business to compete on the competitive digital map, remember that when it comes to the fast-paced social media superhighway, it's all about quality content.

For more content marketing tips, check out the following links:

• How to Turn Guest Interviews into Valuable Content
• How to Develop Case Studies for Your Business
• How to Create Content for Real People

How to Verify Credible Sources For Article & Blog Interviews

Happy New Year! There is a lot of misinformation that floats around the internet on a daily basis. We are bombarded every day with news and enough information to make our heads explode. Look at politicians - enough said. The term "credible source" is almost an oxymoron these days. How credible are these sources that are quoted in articles and on blog posts? Are they really who they say they are? Can you trust them with the information they share - are they really an expert in their field and know what they're talking about?

It's important to verify your sources before you even interview them - it will help save you a lot of time and energy. Follow these steps below:

1. Before you interview a source, conduct research first. If something doesn't pan out with your source, you might want to skip the interview. Dig through their social media and website. Is the person a published author or have been published in industry journals or publications? Do they teach classes or webinars on their area of expertise? Do they write articles or scholarly papers?

2. An "expert" isn't always the CEO or PR director of the company.  If you want the real scoop, interview their customers or other outside vendors or sub-contractors who work with them. CEOs and owners like to paint a rosy picture and are usually well-groomed by their PR department as to what to say and not to say during interviews.

3. Dig around for a resume/CV (LinkedIn is a great way to check out someone's professional background). Review their bios and past job experience.

4. When in doubt, search online and see what pops up under their name. Do they have a shady past? Do they owe money to the IRS? If their background seems questionable, you might want to find someone else to interview. Your reputation could also be on the line if you quote a source with an unsavory past.

5. Was this person interviewed by other journalists or bloggers? Look for other articles where your source was quoted. What did he or she say? If you have further questions, contact the writer and ask follow-up questions before setting up the interview.

Check out more interview tips - learn how to turn your guest interviews into valuable content on your blog or website. 

Online Publicity & Social Media Marketing Tips for Writers

Aloha from Hawaii!!

Sorry for the hiatus. It was a busy month as I just finished my Modern & Contemporary Class and am now in beautiful Oahu on vacation visiting family, but wanted to pass along my latest article on Women on Writing. I tackle how to utilize social media to build a credible online reputation - easy publicity tips you can handle yourself. No need for a high-priced publicist!

I also pass along tips on how to stay safe online and how to avoid negative naysayers and social media highjackers.

Check out my article for more helpful social media marketing & publicity tips!

Mahalo! 

When the Going Gets Tough, New York Entrepreneurs Get Going

New York is one of my all time favorite cities and have spent quite a bit of time in Manhattan enjoying the sights, sounds, restaurants, and oh yes, the shopping! I have fond and special memories of the "city that never sleeps", and it wrenched my heart to see pictures of the damage that was left in Sandy's wake.

However, New Yorkers are tough and resilient. It's heartwarming to read the positive, uplifting stories about how New York businesses and entrepreneurs are coming together to support each other after Hurricane Sandy. I loved the story about a lower Manhattan bagel shop owner who personally picked up her employees and brought them to work. Now that's a caring and dedicated boss!

Seth Godin, one of my favorite marketers, shared an inspiring post this morning on his blog:


"There's never been a better opportunity to step up and make an impact, while we've got the chance. This generation, this decade, right now, there are more opportunities to connect and do art than ever before. Maybe even today.


It's pretty easy to decide to roll with the punches, to look at the enormity of natural disaster and choose to hunker down and do less. It's more important than ever, I think, to persist and make a dent in the universe instead."

Sending positive, healing thoughts to all those who suffered damage and loss, especially small business owners. My heart goes out to you all on the East Coast!

Why It's Time to Get Rid of the Noise & Simplify Your Message

We are bombarded with noise on a daily basis. In my Modern Poetry class, there was a line in a Walt Whitman poem,"blab of the pave," that reminds me of all the noise that surrounds us, especially technological noise. When Whitman wrote "Song of Myself," he used this "blab" (and his rambling long lists and catalogs) to connect with his readers. Whitman was a democratic writer and wanted to include everyone in his message. However, blabbing in 21st century doesn't quite have the same impact unless you fancy yourself a Whitmanian poet. Good 'ole Walt wasn't known for  his less-is-more-approach with his poetry as he was quite wordy - and that's where you can get into trouble with your messaging.

If you feel like your messaging is getting lost and you are losing your audience as a result, it may be time to refine your message and keep it simple (the K.I.S.S. school of thought). You don't have a lot of time to make a good first impression so here are a few tips to help you cut out through the "blab" and stay on track with your messaging. Marketing and public relations isn't about who can be as grandiose as possible with their message. Sometimes simplicity can be just as powerful.

• When writing a press release or blog post, don't cram every bit of information you possibly can into one page. Target your message and keep it news-worthy and pertinent. How will your audience benefit from the information you share with them? Just share the key points to get your point across. 
• Say it with video or audio - the medium is your message. You don't always have to "write" your message. Use visual mediums to get your point across. You only have to look at the popularity of YouTube to know that video marketing can pack a walloping punch. Video is a very powerful way to send a message so look into shooting a short video to share your message - keep the video length around two minutes.
• Scale back complex, confusing, and abstract ideas. Jargon can easily overwhelm your audience so remember to explain and present complicated ideas in simple, easy-to-understand language. 

Take a page from the Bard: "Brevity is the soul of wit." If you want to be an effective communicator, it's sometimes important to use less words in order to say more. While there is some "blab" that is important, blabbing for ten pages isn't always an effective way to get your point across to your audience.

The MOOC Debate: Does the Online Class Model Really Work?

I'm starting Week #4 of my Coursera Modern Poetry (ModPo) class and I'm learning more in just three weeks compared to college classes I took almost 20 years ago.

But there is a big debate buzzing around the academia water coolers. Does the MOOC (Massive Open Online Course) model really work? Are we, as students, getting a watered-down education experience by enrolling in such free online courses offered through Coursera?

According to this article in the The Chronicle of Higher Education, A Pioneer in Online Education Tries MOOC, Ann Kirschner lends a somewhat biased opinion on her MOOC experience  specifically her experience with Coursera.

I find it interesting that she is quick to judge the entire MOOC model based on only one class she took through Coursera. Yes, she has experience in online education but times are-a-changing: add social media and you have a new dynamic when it comes to virtual learning.

She even readily admits that she made a half-hearted attempt and procrastinated throughout the class. As I mentioned to my fellow ModPo classmates, it's all about your personal experience with the class: you can make it good, bad, or indifferent. She was also quick to point out the flaws with the instructors and makes it sound that ALL Coursera classes don't work and will leave you with a bad taste in your mouth: i.e. how professors are not actively involved and that students are rude and leave nasty comments on the forums.

Of course, there are going to be techie glitches and there will always be trolls who purposely fuel the debate fires by posting incendiary comments. She does point out some "positive" benefits of Coursera, but the tone of her article leans to the side of anti-MOOC.

If you check out the comments left by my fellow students, many of us encourage Kirschner to enroll in Filreis' course. Yes, we are learning about modern poetry, but even more important we are creating a real online community - a virtual poetry salon that consists of 30,000 plus people learning poetry. I don't know how Al and our TAs keep up with our forums and Facebook group, but they do and actively post and interact with students. That has been the most impressive part about this class- to have a professor who genuinely cares, is very supportive of students, and leads by example. Al's enthusiasm and passion for poetry are contagious, and I am excited every time I click on "Go to class" on Coursera's site.

According to Kirschner, she is not entirely convinced that MOOC will work and poses that it could just be a passing "silly fad." My question to Kirschner: what's silly about opening up the education experience to people across the globe? The one point that she misses in her article is that the MOOC experience isn't just about the American-based higher education system. MOOC expands learning to the far corners of the world, and I don't find anything silly or bad about expanding people's minds - especially people from diverse backgrounds and cultures who want to learn about Modern American & Contemporary Poetry but would never have the opportunity to experience American poets otherwise.

You only have to peek inside the virtual doors of ModPo and see a shining example, thanks to Al and his TA team,  that MOOC and online learning really works and IS successful.