Writing on the Web from Patsi Krakoff, The Blog Squad

Why Video Works with Content Marketing to Attract Clients- An Audio Interview

2010-02-09T08:45:48-06:00

Do you have personality? And are you showing it to your blog readers? Do they know what you look like and sound like, and can they get a glimpse of what your office space looks like? Do they know your hobbies, where you live?

Right now I'm in pajamas and there's a few strands of hair sticking up in the air. My work space is full of papers, books, coffee and Huey, the cat. But a professional video might show a different view...

One of the things I put forth in the Click Predictions ebook for content marketing trends for 2010 is that companies are going to start showing more personality. It's important to be transparent and personal in order to connect with your readers and future clients.

Simple way to do that? Video. And you don't have to have big bucks, big staff, and tech savvy to do it. I've been adding video here on this blog, and while I'm no expert and don't do it often enough, it works great for connecting.

Video = Traffic

Did you know this about video? It's a great way to capture search traffic: the strangers who type in keywords looking for information. Why? Because the human brain is wired to be attracted by pictures, especially moving pictures. Want to know moe?

Here's an audio interview from Blog Talk Radio and Willie Crawford as he interviews the founder of iFlashVideo.com, Jason Anderson.You'll pick up more key tips about why video is so important for content marketing.

This week I'm encouraging you to to get professional services through iFlashVideo.com for a small monthly fee under $50. Not because it's the best deal in town and I'm an affiliate, but because I believe what they're doing is too important to ignore.

Your business is too valuable NOT to have video on your site and blog. And you probably don't have a lot of time or energy to learn to do it as well as they can, so that you project a professional view to clients.

Do you agree?

(I don't want to beat you over the head with this like a carnival barker, but iFlashVideo is opening a monthly member's-only service, but they're closing it when they reach maximum capacity, 500 members. That's all they can handle and still provide good service. So if you're interested, don't wait, get on the list, click here. And go have fun getting your own professional clips made.)

Update: I'm wrong, they are closing enrollment in 2 more days, Feb. 11, 2010...

Here are some samples of their professional clips:

Content for Coaches

Pre-Sales Training Video

Granite Real Estate + others

Content Marketing for Online Profits - Video

2010-02-08T06:10:00-06:00

Here's my video description of the new ebook I released last week, Content Marketing for Online Profits. I have to ask your forgiveness for my amateur video which I shot myself with an inexpensive Logitech Web cam, on a Sunday morning at home.

My intention was to write a polished script and do a better job than this, but I've run out of time. The important message is that if you haven't done so already, please click this link to register to gain access to Content Marketing for Online Profits.

It's an online learning program brought to you through MyKnowledgeGenie.com, which is quite amazing in itself. Check it out and let me know what you think.

Content Marketing Profits: Learn for Free...

2010-02-06T06:00:00-06:00

If you'd like to learn about how online content works to get found, get known, get clients and make sales, register for Content Marketing for Online Profits. It's free, and from what readers tell me, it's easy to use and learn from. Click, register, get instant access. Then tell me what you think!

How Does Content Marketing Lead to Sales?

2010-02-05T07:32:17-06:00

This is the real question, isn't it? After writing good content that educates and entertains, after posting on web pages, blogs, and a few key social media sites... how does content work to generate sales?

"Show me the money," you might say.

For some people, if the ROI can't be pin-pointed, forget about it. I'll leave the analytics to experts. Google keywords like "return on investment content marketing," for example.

There's no question that the return on investment of content marketing can be measured and proven. If it didn't, then why would 6 out of 10 marketers be spending more money on content marketing in 2010?

What I do know is that content marketing works on a fundamental psychological basis. If you want proof beyond anecdotes (like stories of successful professionals with few staff and little budget who are making good money online), then turn to the analytical experts to find these answers.

Here's what I think about why content works: people are hungry for information and they're bored. They're not hungry for advertising, they're hungry for solutions.

They're also a little warped. They want gossip and tabloid headlines, and absurd and ridiculous videos. They want a good laugh, and relief from the monotony and routine of their lives. For many their computers are a good friend that, although frustrating at times, gives them a good poke in the ribs.

TV has ceased to amuse them. Besides, everbody has access to the same sit coms. On the Net, they can find something really weird and point their friends to it, which impresses the hell out of them.

How does a funny video work to get sales? Who knows, most of the time it doesn't. But then who would have thought that you could sell pet rocks or a ghia pet? Think about the sales on those had they been introduced on the Internet...

People search on the Web for solutions to their problems because it's anonymous. Whatever their secret desires are, for fame, for picking up girls, for discovering inner peace, there's a place on the Web that sells answers.

If you want to train your cat to do tricks, you can find a way to do it. If you want to buy a car, you can find best deals and comparison shop. It's all done through content. But not any kind of content. Not content that sells, but content that persuades.

Content marketers are masters at this.

Want to know more? I'm offering a free online learning guide about Content Marketing for Online Profits. Here you go... click here.

10 Content Marketing Success Tips

2010-02-03T17:24:00-06:00

Are you writing this down? Take notes, these 10 tips for online success with Content Marketing are important. I didn't write them, but one of my favorite bloggers did, Adam Singer over at Online Marketing Blog. (#1 top Junta42 Content Marketing blog).

Here's what he says:

"As more companies, marketers and industry professionals flood the web with content, the value of those with a true understanding of content marketing keeps going up.

"More noise increases the value of signal. If your content marketing defines you as that source of signal, you’ll consistently be found, referenced and chosen ahead of competitors.

"With 6 in 10 marketers spending more on content marketing in 2010, now, more than ever, is the time to find where content fits within your marketing strategy.

Some statistics from Technorati’s 2009 state of the blogosphere back up the efficacy of content marketing:

15% of bloggers say they are paid to give speeches on the topics they blog about
71% of all respondents who maintain blogs for a business – their own or one they work for – report that they have increased their visibility within their industries through their blogs
56% say that their blog has helped their company establish a positioning as a thought leader within the industry
58% say that they are better-known in their industry because of their blog

"And as powerful as blogs are – they are just one potential avenue for content marketing. Content marketing includes all marketing formats that involve the creation or sharing of content to engage potential prospects or current consumers. No matter how you’re engaged, continually sharpening your content creation skills is core to being an effective digital marketing or PR professional."

Please read the entire post for these valuable tips, but I'll just list them here because they are so important:

All content should pass the "so what" test
Create remarkable content, stand out, take risks
Speed and agility are factors
Personality is essential
Content should forge connections
Worry less about perfection, more about tone
Make content scannable
Draft sticky headlines
Consistency and quality
Realize promotion can't help bad content

What do you think about this list of 10 tips? Would you add anything to it?

Content Marketing for Online Profits: the eBook Is Ready

2010-02-02T06:54:25-06:00

Have you read Content Marketing for Online Profits yet? I quietly introduced it on this blog last week, and haven't made any big announcements yet.

Here's what's in it:

=> What is a Content Marketing strategy?
=> What is a Content Marketing information product funnel?
=> How does content lead to sales?
=> What are the psychological triggers than turn readers into buyers?

I'm still working to get the bugs out of it, but there don't seem to be many. Here's what one reader said:

"Wow! It's obvious to me how much work you put into this ebook. I am certain that I will learn something new every single time I review the 'pages'. I am also very impressed with the delivery through KnowledgeGenie --looks like a very valuable tool to get that e-book written and delivered professionally and with pizzazz!

"I really love and appreciate the interactive nature of the book...made this more like being in a self-paced class than just reading and moving on. This forced me to answer the question....have I retained the knowledge? Am I ready to actually USE this information? Great feature!

"Best of luck to you with this ebook. It is phenomenally helpful to a beginner like me! Warmest regards!" Valri Hamilton, Infuse Coach and Consulting.

Jill Underwood from Overland Park, Kansas has this to say:

"I just reviewed your e-book and offer you the following feedback to your questions.

Is the message clear? Yes, your message was very clear and concise.
Is it easy to read and navigate? Yes, the book was very easy to read and navigate.
Do you have any problems accessing the online ebook, and coming back to it when you want? It was easy to access on-line and should be very easy to find again.
Is the information valuable? The information is very valuable to me as I am a new blogger. Your advice helps me to stay on track with my content.
Were you able to take the online survey in the final chapter? Yes, I took the survey. It was easy, not time consuming, and very helpful in reminding me of the areas on which I need to work more.
Is this free ebook something you'd recommend to your friends & colleagues? Yes. I have recommended your website to a friend in the past. I thought your information would help my friend with his blogging content as well.

"MyKnowledgeGenie is very easy to use and I like the format. Your writing is informational, you make me think, and you do so in an entertaining manner. Keep up the good work! "

I invite you to access this free online ebook, Content Marketing for Online Profits now, and feel free to come back here and leave your comments.

Because this is an online ebook, I can make changes and update and improve it at any time. That's the beauty of the MyKnowledgeGenie.com program. Try it for yourself, you'll like it.

Is Blogging Bad for Business?

2010-02-01T06:39:00-06:00

Is your blog a good salesman? Is "he" meeting his sales goals? Does he consistently bring hot leads to you who are ready to buy or hire you? Maybe it's a good time to call Ms. or Mr. Bobby Blog in for a good heart-to-heart talk.

Better yet, give it a good bottom-line kick in the pants. Some people on the Web are even going so far as to spread a rumon that your blog may be ruining your business!

Hey, I love blogs, but only because they work so well for bringing in business. But if yours isn't doing the job, fire the guy. Or do a few things differently to make it work.

Here's what MenwithPens writer James Chartrand says about this:

Very often, people don’t see what’s obvious to you. You know you’re blogging for business. You know that you’re for hire. But that site visitor? He doesn’t think of that at all. You have to put the idea in his head.

And a very, very good place to do that is at the end of that useful post he just read. Finish every single post with a little nudge toward hiring you. “If you’ve got a project too delicate for you to screw up, contact me today. I’ll quote you on a perfect, professional job — no screw-ups, guaranteed.”
Your readers come around for your advice and your insight, and that’s great for your blog. But if you don’t remind them regularly that you have something more to offer than just information, they won’t think of hiring or buying from you.

This makes sense to me. This is why I stress how important the call to action is in each post. This is why you need to ask your reader to do something at the end of each post.

Here are some other features that will help your blog be a better salesperson:

A dedicated page to let people know how to hire you or buy from you (with order links!)
A testimonial page to showcase what your clients say about you and your services
A page that describes your typical clients, and gives case story examples
For those people not yet ready to buy, a way to download a report to get more information, in exchange for an email address so that you can stay in touch, (See Digital Downloads top of page.)
An easy way for site visitors to connect with you on Twitter, Facebook and LinkedIn
An easy way for prospects to subscribe to your blog by email (Feedburner form, top of page)

What else needs to be on your blog to make it a better salesperson?

If you're interested in learning more about how content marketing turns readers into clients, download the free ebook Content Marketing for Online Profits here.

What Are the New Rules of Doing Business Online?

2010-01-29T06:02:00-06:00

There are a few important people I've met on the Web who've taught me a lot. One is Seth Godin, with whom I had a talk about his new book, Linchpin.

Another is David Meerman Scott, author of New Rules of PR and Marketing: How to Use Social Media, Blogs, News Releases, Online Videos, and Viral Marketing to Reach Buyers Directly.

David has had tremendous success with this book, for good reason. It's chock full of tips and success stories. Yet, can you believe this: when he published it, Facebook was only for students, and Twitter didn't really exist, at least not like it is today! That was only four years ago.

Not surprising, there's a new updated version of the book, since so much has happened with social media, video and content marketing on the Web.

You should take a look at the second edition, because it's more valuable now than it was originally. The 1st edition is so ground-breaking, it's been translated into 24 languages!

Go ahead and read David's blog about what's in the book, and then jump on over to Amazon and get your copy now. By the way, David's blog WebInkNow, is a must read for staying informed about what matters with content marketing.

The New Rules of Marketing & PR by David Meerman Scott

Create a Profit Funnel: 6 Steps to Better Offers

2010-01-28T06:03:00-06:00

What are your product peripherals? I mean what other products and services are your readers interested in? What else can you offer them, besides your own products and services? More products means more ways to enter your funnel, and create more profits.

For example, people come to me to get help with their newsletters and blogs. But what else do they need? They need other marketing tools. They need content marketing planning & coaching, they need video, shopping cart, ebooks, etc.

Having a great newsletter or a great blog doesn't mean squat if it doesn't work to sell your stuff. My target audience of smart professionals may also need help with copywriting, social media strategies, surveys, podcasts and teleseminars, videos, and information products like ebooks.

When I started out ten years ago, I only did one thing: wrote content and designed printed executive newsletters for coaches. Today I offer online services but it goes way beyond e-newsletters, beyond blogs. I can help with several content marketing tools.

Along the way, I've had to adopt a few key programs to market my own business, such as KickStartCart, and MyKnowledgeGenie. I've learned from a few experts and I recommend their products and services.

The reason this is important is because of your profit funnel. Someone may come to you for one thing, like and trust the way you work, and decide they want to rely on you for other related services.

Here's what you need to do to set yourself up for more robust sales and services:

Look at the small picture: what's the one thing you can do better than anyone else?
Look at the big picture: What's the umbrella term for what your people need?
What other products and services under that umbrella can you provide? Make sure you make it easy to find and buy from you.
What products and services you can't provide, but what affiliate products and services can you offer?
Contact good providers of those services and products and offer to promote them in exchange for a referral fee.
Always be upfront with your readers when you do this, let them know you get an affiliate commission.

I like to provide examples of how this works for myself, and it also serves a double purpose of promoting some of the products I'm affiliated with! I have no qualms about promoting these products because I've used them myself and endorse them from personal experience.

Never promote something simply because you get a nice affiliate commission, and always let people know you do. In fact, it's the law now: if you promote something on your blog, you must reveal if you are getting any financial benefits.

Here are some of the peripheral services I promote and recommend:

The Grandaddy of all Shopping Carts

First and foremost is a good shopping cart and database management system, to segment your marketing list of email addresses and to provide digital downloads. It will also manage subscriptions, send out email promotions and e-newsletters, and manage your affiliate programs, and so much more, including online sales:

KickStartCart: They are the best! Great online tutorials and videos to help you master this comprehensive marketing infrastructure. No small business professional who does business online should be without it.
AudioAcrobat: Create podcasts, audio files, record teleseminars and interviews and testimonials
MySurveyExpert: Having a customized survey available for your web visitors to take is a great way to engage with readers, and build a marketing database. Take mine here: ContentMarketingSurvey.
MyKnowledgeGenie: This is a marvelous ebook and info product creating wizard that saves time and energy to write, publish and sell online. Check it out: Here's an example of what you can create, Content Marketing for Online Profits, completely free to get access.
MySocialMediaSolution: Find out what you're missing in social media through taking this survey which creates a customized social media strategy for you and your business.
iFlashVideo: They will create professional video clips for you for just $49/month (Value $400).
Fastype VA Services: Terry Green and her staff can provide a multitude of back-office services. Don't even try to do it all yourself, or spend time learning things you're not swift at.
Journal Engine Self-Coaching Software: Learn how you can provide customized online coaching programs for your people.

Please note, I don't get commissions on every one of these services, but I do recommend using them because of the big benefits in terms of saving time, money and energy. There are others I use and recommend, too, like Typepad.com and Wordpress blogging themes.

Ask yourself, what else do my customers need? Then find out how you can create relationships and programs that promote additional, peripheral products to expand your business profit funnel.

The Practice of Writing: Are You Publishing, Too?

2010-01-27T06:38:00-06:00

Are you taking notes? Whenever I speak somewhere, people in the audience are furiously scribbling. For myself, I always take notes, mainly because if I don't write it down it goes through my two ears like the wind.

Most writers I know love to take notes, heck, even non-writers do. Everyone's taking notes. Here's my question, what do you do with your notes?

Are you publishing what you write? Here's what I find incredible: only a tiny percentage of writers are actually publishing on the Internet. Most writers, even serious ones, aren't publishing their work on a blog.

Why Aren't You Published? I keep asking authors about blogging, mainly because I love seeing their reactions. One non-published author expressed fear people would steal her work. I don't know, maybe that's a valid argument and something we should all be afraid of. I don't see it that way, but I could be wrong.

It doesn't matter that it's free, practically, that it's a great way to quickly get your writing published and available to the world, or that it's so user-friendly even my cat could probably start a blog...

What I find really odd is that there are so many writers trying desperately to get a book published into print... at great effort and great expense. Yet I tell them they can publish for free on Amazon Kindle, and they respond with a glazed-eye look or disinterest.

Maybe it's just me, but if I were as talented as some of the authors I meet, I'd want to get my work "out there" in front of as many eyeballs as possible.

Okay, I may have to just accept the fact that some people are slower to adopt new technology than others. I know I should realize how hard it is, after all, I'm a reformed techno-clutz myself.

I imagine a funeral of an unpublished author being buried with a ton of handwritten notes. What a pity not to share with the world...

I started this post because I read a very good piece about the practice of writing from Chris Brogan and want to share it with you. I recommend you read it here:

The Writing Practice

Publish often. Another place where our practice falls down is that we keep tons of drafts of things around, but never publish. Here’s the truth: If it’s not out there, it doesn’t count as much. (Journal keepers, I don’t mean you. Put down the purple pitchforks.)

Get your work out there onto the web, onto blogs, into the hands of other people, whatever. Get it out there. The more you publish, the more people will take swings at it, the more people will riff off it, the more you’ll get the chance to get feedback.