Writing on the Web from Patsi Krakoff, The Blog Squad

A Story Teller's Mindset: Key to Great Content Marketing

 The hardest thing about writing good content for marketing is coming up with stories to tell. There's no lack of knowledge, or research, or interesting concepts to blog about, or to write white papers about.

I read one or two books a week, full of interesting information I can share with you here. But it's dry without my telling you a story of how that information comes to life in the real world.

What's needed is a story-teller's mindset. I'm working on that, but it's not something that comes naturally to me. I'm observing people who have that already.

Like Eric, Tall Eric, down at the tennis courts. If I mention coffee, he's got a story. Okay, so that can be a bit annoying if you're in a hurry, but he's usually got my attention for a couple of minutes. There may be a point to his story...or not.

7 Blog Writing Steps BEFORE You Check for Keywords

I was working with a new blogging client (let's call him Andy) yesterday who was stuck. Andy had written about 10 blog posts which he saved as drafts because was worried about key words.

Now there's a learning curve involved in writing for your blog, and there's no way around it. The only way to learn to write good blog posts is to write and publish blog posts. Saving them as drafts won't work.

You can practice your serve on a tennis court by yourself too. But until you serve the ball to someone on the other side of the net and keep score in a game, it really doesn't count.

Here's what I told Andy. When you sit down to your "compose a post" page, focus first on these steps:

8 Ways to Find New Ideas for Writing Content

Sometimes the obvious is so close to your nose you can't see it. I just spent the last 30 minutes searching for an idea that would make a good blog post about writing on the Web and content marketing.

One of the best ways to get ideas for content is by cruising over to MyAlltop page to read a few of my favorite bloggers for inspiration. Even if I don't find something, I always get an education and a feel for what's going on in the world of marketing and content strategies. For example, Problogger is a great resource of ideas.

Darren Rowse is challenging readers of Problogger.net to a 31 Day Build a Better Blog effort. Today is day 3. His suggestion from Day 2 is Write a List Post.

Ah-hah! It suddenly struck me... I can make a list post of the eight ways to search for inspiration and information for writing content for a blog post. Here we go.

The BS Bailout: Free Better Business Blog Writing Program Bonus

I absolutely hate using my writing blog to promote a sale, so I ask your indulgence just this one time. Don't throw tomatoes.

Actually, you may love me for this, especially if you want to get your business blog spiffed up AND get a valuable bonus program on Better Blog Writing.

Now that I think more about this, you'll have a chance to learn about the 10% nuances that make a blog get results or not. Because that's often the difference between a blog that works and one that doesn't...it's often just the little nuances.

One of the best programs I ever did with Denise Wakeman as The Blog Squad was our Better Business Blog Writing Program. Here's how you can get it for free...

How to Decide What to Write, What to Read...

 I'm immersing myself in a slew of Amazon Kindle books on decision-making that I recently downloaded:

• Sway: the Irresistable Pull of Irrational Behavior by Ori and Rom Brafman
• How We Decide by Jonah Lehrer
• Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely

Apparently, it doesn't matter what field you're in, everyone wants to know how come smart people make dumb decisions. To help, some very smart authors reveal the interplay between instincts, emotions, and our rational logical brains. These authors are very astute in translating the brain research along with fascinating stories.

Recently we've seen plenty of irrational behavior, whether in politics or the world of finance. And in these times of uncertainty, it's harder for everyone to make decisions. None of us can rationally predict just how hard hit we will be.

Get Inspired, Write Better...A List of Great Ego Blogs

I really like using Alltop.com to find blogs in niches. But recently I discovered a different category through their aggregated lists of top blogs... personalities, or as they call them, Egos!

I have no idea what their requirement is to get listed as an Ego blog, but looking at the individuals who are included, I'd say these are all big names in the Blogosphere and they have big readership followings.

Heck, some even have big heads, but for sure, they all write with larger than life personalities.

It's worth studying their blogs to learn the ways they write and include their personalities. These blogs are completely different, in various fields of expertise. But they are all strong personalities.

Here are a few of my favorites:

• Pam Slim, Escape From Cubicle Nation
• John Jantsch, Duct Tape Marketing
• Guy Kawasaki, How to Change the World
• Chris Brogan, Community and Social Media
• Bob Sutton, Work Matters
• Darren Rowse, Problogger

Folks, I could go on and on, but you make your own list of great blogs to read so you get the kind of inspiration you need for writing better blogs and newsletters. I didn't put on my list the more famous people in this category, people like Seth Godin, Donald Trump, Mark Cuban, Robert Scoble. They are also excellent.

These people all know how to write well, adding their authentic personalities into their posts. I believe we all have it in us to write just as well, if we study people who do it and do what they do, only in a way is true to our own styles, remaining authentic.

7 Top Ten Ways to Get Readers to Respond - What's Missing on this List?

"Calls to Action" isn't just about asking for the sale. When it comes to writing content that markets for your business, you must interact with readers and get them involved long before you ever ask for the sale.

In Leesa Barnes' recent Blog Squad interview on Social Media Telesummit II, we talked a lot about how blog authors must actively encourage audience participation. Here are 7 out of 10 ways to do that:

1. Run a poll
2. Ask readers questions and ask them to comment
3. Do a survey
4. Run a contest
5. Ask them to submit their tips, ideas, and suggestions. Example, a post I titled, “What would you tell this professional to do?” brought in many comments
6. Ask them to contribute resources and links
7. Write a top ten list of great blogs in your field, then ask them to contribute additional ones. This will let you know what your readers are reading and give you an idea of what they appreciate. (This is a great way to build links because people on your top ten list will post on their blog about being included in your list…)

What's missing from this list? Any other suggestions? What is one of your most responsive tactics? Hit the comment link below and share...

What would you tell this professional about starting a blog?

I got an email today from someone in Switzerland wondering if she should start a business blog:

Dear Patsi:

I am a counsellor and life Coach based in Geneva, Switzerland. I have had my own practice for 11 years, but now I would like to take it to the next level and increase my client base. I have been thoroughly intrigued by your views that Blogs are the way to  go  "Fishing"!

I specialize in the field of eating  disorders anorexia and bulimia. One of the things I want  to do is get the word out to a maximum amount of people about the groups I run for the mothers and other family members of people suffering from anorexia.

Question: can you see blogging being used effectively for this or does this fall outside the topics most generally used?

Maureen Pilkington
Citadelle-counselling.ch

Here's my reply:

Maureen, most definitely. I'm sure if you do a search on the web you will find other professionals already blogging about this topic. This is a good thing for you, because joining in and commenting on other blogs is a way to get attention and get readers back to your own blog.

In fact, that is the best way to go about starting a blog in a topic: research on what's out there already. Look at what's being done that's effective, and what's not. There are usually many professionals AND amateurs out there in any niche. Some will be good, some not.

Remember that blogs started out as online diaries, but a business blog isn't about writing personal stuff, rather should be used as a marketing tool by building relationships, reporting case studies, sharing client successes and challenges.

It's the best way to get found, attract ideal clients, and establish your expertise. A website won't easily do what a blog will. Your business blog is a place to publish content, communicate your core values and beliefs and have a conversation with people who need your services.

What else would you tell someone about starting a blog for a private practice in Geneva?

Business Blog Writing: Just Ask The Blog Squad

On Tuesday, December 30, 2008, at 4 p.m. ET, you can get your questions answered in an "open mic" type call with Denise and I, The Blog Squad. Ask and it shall be answered.

At least, we'll do our best. And it doesn't have to be only about blog writing; we'll cover questions on business blog design, which widgets or plug ins to use, comments, getting subscribers, getting results. And we'll answer questions about how to use new social networking tools like Facebook and Twitter, too.

So much has happened in 2008:

• Business blogs continue to be the #1 way to attract web traffic
• Facebook and Twitter have exploded as marketing tools
• Video is easier than ever to create and use on the Web
• New ways of marketing are being defined: Content, relationship, personality & conversational marketing tactics emerge

We'll look at these emerging trends and answer your questions about how you can stay ahead of the curve in 2009.

Denise and I decided to make this call completely open and free to anyone who wants to show up. You don't even need to register. Simply go to www.asktheblogsquad.com for call in information or you can participate for free on that page at the appointed day and time.

What do you want to know? What mysteries of business blogging or social media tools do you want revealed?

We'll cover everything from the 4E's of content marketing, to the CODA blogging essentials (Content, Outreach, Design, and Action). Plus, we'll tell you about our Better Business Blog Learning system and our newly revised Build a Better Blog ebook (www.buildabetterblogsystem.com).

What do you want to know?

Article Content for Sale: Just Add Your Name

Excuse this interruption to your Holiday fun, but some of us are working today! Okay, I'm going to play tennis in a few minutes, but before I go, I gotta ask: Do you need content?

Need any coaching articles for your newsletters or blogs? You know, just in case that brain of yours needs some back up material to supplement your own writing?

Don't put pressure on yourself to write all your content yourself. Use the power of others: buy content to supplement your own.

Here's the deal: in 1999 I started writing newsletters for other executive coaches and leadership consultants. I write the articles, they put their names to them. Since then I've built up a library of over 100 articles, full of research data, based on leading business books and the Harvard Business Review.

I'm putting them all on sale until December 31, 20% off. You buy the articles, either 1000 or 2000 word lengths, then you can cut and paste, rewrite, add your own stuff or use as is. This gives you plenty of meaty content to use in any of your white papers, newsletters and blogs. Topics are ever-green and non-dated.

Take a look here: www.contentforcoachesandconsultants.com/article-titles/. If you buy any, use this coupon code: CCC20 before check-out and get 20% off.

Be targeted and topical. These articles are suitable for coaches working with leadership and personal development issues. Got questions? Leave a comment.