Margie Dana

Blogs Require Organization. Tweets do not.

Although all content you publish must be carefully written (PC, engaging, spell checked), longer forms demand organization.

Even though a blog may be a mere 400 or 500 words, you must organize your thoughts while writing it. Settle on one point you want to make. Write an engaging headline and intro. Weave in a story perhaps. End with a punchy conclusion. Paragraphs must flow logically from one into the next.

Social posts, on the other hand, are short bursts of content. They’re often published spontaneously.

People hear the word “blog” and think, ha!, I can dash one off in 20 or 30 minutes! Sorry, Charlie. Not possible.

Have a request for an Everyday Content topic? Let me know!

Margie Dana

margiedana.com

Don’t Forget to Share

As good as your content needs to be, if it’s not seen by anyone, it won’t help you much.

When you’re writing a blog or a newsletter, always think about The Share.

Blogs typically live on your site. But if that’s the only place, you’re missing great opportunities. Have clickable social icons to your social on blog pages (and elsewhere). Invite readers to like and share your posts. That’s easy…and passive. You need to be active. Share new blog posts in your social channels. Apps like Hootsuite make this easy (more on my favorite tools later).

Enewsletters are similar. Many newsletters address one topic and are emailed to customers. These should live on your site, too, complete with social chiclets. Don’t stop there. Actively share them in your social channels. Think of it this way: if what you’ve published is valuable to your market, let more of your market know about it.

So when you’re writing a blog or newsletter, ask yourself, “Who else in our network would be interested in or gain value from this?”

A key objective to publishing great content that highlights you and your company is to broaden your reach. The more you share it, the bigger your reach. If your content’s that good, people with whom you’ve shared it, will pay it – or share it – forward.

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If you need help developing your content, . And thanks for reading.

Margie Dana

Don’t Misuse LinkedIn Publishing

For over a year I’ve used the LinkedIn Publishing function. The only content I publish here is my own content. That’s what it is intended for – it’s a publishing platform, not another place to share links to articles you’ve read or to promote your services.

But I’ve watched this platform get abused lately. It’s happening more often, and I’m waiting for the day when LinkedIn abandons it, or readers (including my community) stop reading any content shared via this publishing function.

This platform is different from a LinkedIn update you might share. It is not a place to shout how great you are or your company is. When I read such stuff, I make a mental note of the author and vow to avoid him or her.

Use this publishing platform for original content.

Use LinkedIn’s everyday “Share an Update” function to do just that or even to announce a new service, new book, or an upcoming speaking gig. Reserve the “Publish a Post” function to publish original content.

You’ll do your reputation harm by using this publishing platform for promotional content.

I’ll share my personal guidelines for LinkedIn Publishing in future issues.

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Thanks for reading! topic requests or if I can help shape your content.

Margie Dana

How to Generate Blog Topics

BLOG letters colorful Choosing blog topics is the #1 issue people have with blogging. Even I get blocked sometimes.

First, jot down all of your ideas and then decide which will work. I have a Word doc for this purpose. I also dictate ideas into my iPhone and send myself emails as well. I get inspired at all hours of the day, which is why you have to document ideas.

Here are 4 ways to generate blog topics:

Listen to customers’ questions. Often, many customers have the same issues or challenges – for which you have the solution. If you see a pattern or a trend, well, there’s a blog topic ready and waiting.
Use the “if they only knew” approach. What practical tips/tricks would “wow” your customers? What insights can you share in a blog that will help a large number of people save time, money or effort?
Start with a Who, What, When, Where, Why or How. These basic elements of journalism will inspire new blog ideas. They remind you how much of an expert you are.
Poll your team. If you work with people who deal directly with customers and prospects, ask them what they’re hearing and what questions they get asked. Tap into this group regularly to uncover topics you can develop.

I’ve written blogs and newsletters for nearly 20 years. New topics aren’t always a breeze, but I’ve learned to be on the alert for potential ideas everywhere I go. Train yourself to think like this, and presto, you’ll get into a rhythm that makes blogging easier.

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If you need help developing blog topics, – and thanks for reading.

Margie Dana

Be Prepared to Rewrite Blog Headlines

I usually change a blog headline several times before I’m satisfied. Often, it’s only after I’ve slept on it (so to speak) that a better headline comes to me.

Recently I wrote a post about a bad experience I’d had with a direct mail project. These are the first 2 headlines I wrote:

Customers Presume Their Direct Mail Experts Know Their Stuff
Customers Expect Their Direct Mail Experts to Know Their Stuff

Here’s what my thought process was:

The morning after I wrote #1, I felt that “Presume” was a bit too snarky, and changed it to “Expect.” This gave the post more of a positive tone. See that?

As I was doing final edits to the post, I thought…headline’s still too long. And not terribly interesting or specific enough.

The third and final headline popped into my head: The One Time a Direct Mailer Let Me Down.

Why does it work? It’s intriguing. It’s short. It promises to “dish” about an experience – and not just any experience, a negative one. “One” suggests the post will be short, and therefore worth one’s while. I felt it would attract direct mailers and printers and marketers: all groups I want to reach.

Could the headline have been nastier? Sure. Others may have written Why I Hate Direct Mailers or That Time a Printer Ruined My Event. It’s not my style to use sensationalism. To me, it’s a cheap trick.

Expect to rewrite every headline a few times before the perfect one hits you. Be as specific as you can while making it interesting and more likely to be clicked on.

Write Like You Speak

Good content needs to be genuine. People can tell when it’s not, because clumsy copy sounds stilted to readers.

Here’s the real test: read it out loud.

This is especially true for blogs, articles, and speeches (duh). Not so much for direct mail copy, social shares or slide presentations. (Those take different skills and involve what I call “space restraints.”)

If you’re thinking about writing your own blogs, do this: Write a blog post. Go away for a good while, even overnight. Come back and read it out loud. Prune as needed. Read it out loud again.

How does it sound to you? Does your copy roll naturally off the tongue?

If you’re going to tackle your own blogs and newsletters, make sure the writing sounds like it came from you (you the person and you the company). The copy needs to be crisp and compelling, of course, and well written. But it’s just as important that you get the tone right. As much as the content matters, the tone and rhythm of your words matter just as much.

If it’s not a natural talent, you’ll know it’s something you should outsource.

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If you need help developing great content, g, and thanks for reading.

Margie Dana

Top-Notch Tips for Your PPTs

Do you create your own PPT slides? I do. I like to use the same template so I don’t forget to add or update certain elements. For example:

My twitter handle at the bottom of each slide. Small but legible.
Full contact information as my final slide. (Logo, email, URL, phone, and a reminder to subscribe to my blog.)
Update the Handout Master, using the name/date of the current presentation, so that printed handouts don’t have outdated information.
A copyright notice at the bottom of the Handout Master.

Bonus tip #1: You could also add your URL and an email (tasteful and small) at the bottom of each slide.

Bonus tip #2: If your event has its own hashtag, print it at the bottom of each slide so folks can share your brilliant comments. Make sure you encourage this at the beginning of your presentation. It’s usually overlooked.

These PPT tips help make your presentations professional and complete. Don’t you want audience members to know who you are?

Tiny footprints on your slides and handouts are the answer.

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If you need help with your content development,. And thanks for reading.

Margie Dana

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Everyday Content Tips