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The hard work starts when your fingers hit the keys and you begin crafting a winning intro, moving on to a masterpiece of a middle and then finishing off with the best ending ever.
But it’s not just about the words going up on your website, you also need to think about how you are going to get people to see them.
I keep seeing posts on social media that are badly written, are too long, or have nothing to do with the actual content.
Well the short piece of copy that you post on social media is just as important as the writing on your blog. It acts as a sales pitch to intrigue the reader, encouraging them to click through to read more.
Before adding a bit of waffle to your post because you think it sounds good, think about how it will work for your audience and what they are interested in. Click bait can work if it’s done well, but if you are just writing something for the sake of click bait, people will see through this, get miffed and go elsewhere.
1. Keep the copy short and concise so that it captures the reader within a few seconds. After all, technology has reduced our attention span to 8 seconds, which is 1 second shorter than that of a goldfish.
2. Think about the words you use in this social copy. If you are posting from a brand page and want to keep a neutral opinion, phrases such as ‘better than’ or ‘x wins over x’ could mean you are siding with one part of the story over another.
3. Negative statements are good when used correctly, but remember to add something that relates to your content and make sure the argument is balanced out within the full article.
4. If you are not sure, check the meaning of words before you use them. Chronic can be confused with acute and compose with comprise. Have a look at this great article from the Guardian for more examples.
5. A funny post can gain lots of attention, but If you are going to use humour in copy, run it by someone to get a second opinion or even better, a LOL.
6. Make sure you read over the copy a couple of times before you click POST. This will minimise the risk of spelling mistakes or typos. Even better, if you have a sub editor or proof reader in your team, get them to have a look over it.
7. If you are using an image to sit alongside the copy. Make sure it’s relevant and doesn’t include anything that could be misleading or may upset your readers.
Images are often the first thing we spot before we even read the text so they are just as important. Remember ‘less is more’ at times.
If you have any examples of great posts! Please leave a comment below.
I attended a Collective 101 ‘Pitch to the media’ masterclass to have a stickybeak at what takes place and to mingle with entrepreneurial peeps in Sydney.
These intimate events are run by the popular go-to guide Collective Hub and run for a couple of hours, usually on a week night. It’s the first time I’d been to one, so I was quite intrigued.
Based in their office on Kippax street, the event kicked off at 6.30pm and we were greeted by friendly faces and a small selection of goodies. Luckily one of the gifts was a diary, because we are halfway through the year and I’m still not very organised. There were also some food treats from Eat Fit Food, and a couple of copies of the Collective mag.
Chief Operating Officer Allan Fletcher was the main speaker for the night, taking us through the dos and don’ts of how to pitch to the media.
Allan has worked for some of the biggest publishing companies in the world (including the BBC, ACP Magazines and Bauer Media Group) in both the UK and Australia. So, if someone knows a good story when they see one, it’s probably him.
As I’ve worked in PR agencies and you could say, ‘heard it all before’, I wasn’t quite sure what to expect. But after a while I realised that some of the things mentioned, do slip by at times, especially when we are trying to do a million things a day and keep up with the next new thing.
The talk started with the basics of pitching a story idea, such as researching the publication and knowing who you are talking to.
Important things to remember before pitching include:
Allan revealed some of the well-written and successful emails they’ve received at the magazine and then some of the poor, strange and somewhat cheeky emails that didn’t even get through to the ‘cut’ or ‘keep’ pile.
It’s amazing what some people think they can get away with!
Then, after the presentation, each member of the group had a chance to get up and pitch their business to the crowd. From doggy apps to cool charity initiatives, the level of confidence in the room was quite impressive.
I still find it hard to get up and speak in front of a room of people so I can’t imagine how it feels when you are a one-man band, trying to make people buy into your ideas. Pretty ballsy!
The friendly atmosphere helped though, and the group was around 20–25 which made it easier to speak up and network.
To quote Allan here, it’s worth remembering that;
“you only meet people doing amazing things if you step outside of your everyday”.
If you want to know more about these events or fancy popping along to one, head over to Eventbrite.
Follow the Collective hub on Instagram and look out for new dates.
This is a question I asked myself when I took a job within a content marketing agency, just over 5 months ago. I now feel like I know the answer and therefore decided to share my thoughts.
Content marketing is the talk of the town, the cherry on the cake or some may say the future of Marketing. I read an article recently that was all about what we could expect from content marketing in 2016 and one of the main points covered the rise of thought leadership. I asked myself the question – Well is this new? PR professionals have been ghost writing on behalf of clients for a very long time or media training authoritative figures looking to voice their opinion.
Although PR is usually poking out of the ‘traditional’ marketing bin, it also plays an invaluable role when it comes to content marketing. Why? well take this as an example: you have produced an Infographic that ticks all the boxes of the client brief. Great work! It’s now probably going to be uploaded to a page on a website hidden within the main website and nobody will find it, (apart from the google bots of course).
PR people remind content teams to focus on the public. What stories are the most interesting? How are current events shaping our industry, and where can we get involved to tie in with trends? By working collaboratively, PR brains can bring fresh insights, creative angles, and a greater perspective of the public into content marketing production. A PR’s goal is to share a story that is so compelling that members of the media eagerly want to publish the story on their front page. If content marketers crafted equally powerful stories for owned media channels, consumers would eat it up.The distribution vehicles may vary, but the results are the same – good stories that engage your targeted audiences.
Brands are now realising they can also be publishers themselves, so this means they produce news- worthy or thought provoking articles that gain attention. Who are the best people to make this work? Those with a PR brain tend to be able to come up with creative and unique ideas that are sure to gain attention, or know exactly how to work with influencers so that the content spreads further.
From my own understanding, content marketers are obviously good at thinking about the end goal and taking people through a ‘marketing funnel’ and PR professionals are the ones who can see the ‘bigger picture’ and possibly reach ‘blue sky’ ideas without thinking about the dollar value.
As Jo Swan from Chocolate PR in the UK recently pointed out “Some marketeers, who are largely data and ad centred, believe that PR can take too much effort to generate ‘earned’ media, so better to just pay for exposure instead (Some content marketers prefer to create content, then pay for it to get featured via advertising, but here you lose what content marketing is supposed to be about and the credibility that could be gained through PR).
With figures showing that 66%* of UK marketeers see producing engaging content as their top challenge, PR and content marketing may have just established their relationship.
The website AWOL is a great example of a brand using their own online publication to speak to an audience. Qantas, decided they needed something that would provide thought-provoking and engaging content to appeal to Millennials.
Westpac have caught on and started doing the same. With the Cusp
What I am trying to say here, is, if you work in PR or if you work in content marketing, don’t rub the two off against each other because in my opinion, they support each other and the collaboration should be embraced.
All examples are from Australia but please feel free to share your examples with me in the comments below.