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Marketers Must Learn To Write – 10 Tips To Get You Going

One of my personal development goals for 2015 was to write more often and to find a way to write professionally. Previously, I had always been intimidated by excellent writers and, by comparing my writing to work of that caliber, I usually developed writer’s block.

Don’t get me wrong – as someone who has worked in marketing communications since 2006, I’m used to creating content, editing/proofreading, fine-tuning content for SEO and running content calendars. Since the beginning of my career, I have always been involved in the communications process and have developed strong writing skills to help me succeed. But in 2015, I made it a goal to really mean it when I call myself a ghost writer.

Writing isn’t easy. Here are some tips that helped me get started:

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8 Tips To Build Your Personal Brand Online

Service providers are in the business of trust. Their clients often have a lot on the line and the decision-making process for hiring a service provider, such as a lawyer, can often make or break the success of the case, business and/or the in-house counsel’s credibility. Reducing risk is the key.

As a lawyer/accountant/consultant personal branding is paramount to distinguish your service from someone else’s: How can you demonstrate trust via your online presence and nurture your personal brand?

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6 Simple Steps To Improve Your Social Media Content

Growing up through the evolution of social media and working within the marketing and communications industry, we have seen social media content marketing done well and, at other times, not so well. Oftentimes, brand accounts change from one way of writing and a specific tone to another in the space of a day, or from post to post. This mainly occurs when more than one person is looking after the social content for a company.

Here are six simple ways to create or improve your social media strategy and increase positive customer interaction with your brand.

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5 Tips To Get Lawyers and Other Professionals To Write More

Thought leadership – providing free, informative, client-centric content – has become a mainstay in a solid marketing program. Within the professional services environment, this content serves several end goals. It can help clients and prospects distinguish one service provider from another (differentiation point in a saturated market); it is highly searchable (strong SEO value); and, it may help brand a lawyer or firm as an expert in a field of law.

It’s natural, then, that one of the questions I hear most often from professional services marketers is: “How do I get a lawyer/accountant/consultant to write more?”

Below are five tips to get professionals to take time from billable hours, project work, family obligations and prospecting to write content.

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3 Key Resources When Launching A New Blog and/or Microsite

Before launching a new web property, it is imperative to set expectations and the effort required from all individuals involved.

You’ll want to weed out individuals who may mean well but will abandon the project once they realize it takes time and effort on their part to ensure success. It is equally important to establish a sponsor with enough pull to “make things happen,” this is the person that can review content before publishing and help overcome scheduling issues.

For those people who were still on board after this initial stage, I’ve always promised to create a content marketing machine to maximize the value of each content contribution in return for the effort they put in. If some people were discouraged, I would ease them into the process by organizing them into a group and getting them to contribute regularly to the firm’s newsletter program. In a past role, I was able to develop and manage eight blogs and four microsites by utilizing this approach over a two year period.

Below are three key resources to utilize when launching a new blog and/or microsite.

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5 Factors of On-Page Search Engine Optimization (SEO 101)

Search engine optimization (SEO) is the process of influencing organic (“free”) search results. In a nutshell, you use and optimize keywords to increase the quantity and/or quality of web traffic and qualified leads to your site.

SEO is a slow process! No one can guarantee results: it will depend on your competitors, the competition for the keywords you are trying to rank for and many other factors – some unknown. If you require a keyword to rank high in search engines immediately, employ Search Engine Marketing (SEM), which is paid search results.

My goal with this post is to help marketing managers understand the basics of SEO so that you can guide your team and evaluate the work of consultants. To this end, this post consists of 5 sections each covering the key factors of on-page SEO with 5 checkpoints: Stop at each checkpoint and consider the section. Read more