The Latest

How Social Media Lurkers Can Boost Your Business

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Tracking the effectiveness of social media has caused many a marketer to shake his or her head in frustration. How can we PROVE it’s effective so that clients will see the value?

While much has been written about tracking its value, I’m going to make another argument – maybe the most significant benefit of social media comes from the views we CAN’T track. I refer to these as “lurker” views. Lurkers – you know, the people who see and read your content – they just don’t like it, comment on it or share it.

While that can be frustrating, its benefit still needs to be taken into account. Why? Because the lurkers may be the ones hiring you or buying your products or services.

Why should we care about social media lurkers?

Continue reading How Social Media Lurkers Can Boost Your Business

10 Noteworthy Sessions to Look Forward to at This Year’s Content Marketing World

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This is one of my favorite times of the year.

Content Marketing World 2018 is coming up Sept. 4-7. This will be my third trip to Cleveland to attend. To say I’m excited would be an understatement.

When people ask me why this conference is so impactful, I tell them it’s THE place for content marketing nerds! Yes, I’ll admit it, I’m among those nerds.

CMWorld is well planned and produced, with standout speakers, networking and a chance to check out all the latest technology, along with little touches that make it even more special. We’re talking orange-colored snacks, people!

The event is packed with so much phenomenal stuff, it’s tough to choose where to spend your time. To help select the speakers you most want to hear, review this list of top Content Marketing World Opinion Leaders.

And, after perusing the agenda, here’s a preview of a few of the sessions I’m most looking forward to this year.  Continue reading 10 Noteworthy Sessions to Look Forward to at This Year’s Content Marketing World

Top 11 Things I Learned at Content Marketing World

Content Marketing World was this past week. I looked forward to it for months. I went. I learned a lot.

But the highlight for me is the people. Making those face-to-face connections is priceless.

Yes, we live in a digital world. In fact, I was marveling recently at how many people I “know”—but have never met in person, or even spoken to on the phone. While I value those relationships, there is just something about actually being able to make that personal connection with someone.

Content Marketing World

TrackMaven had one of the best vendor booths at this year’s Content Marketing World with its “See What Sticks” marketing target, complete with spaghetti to throw.

Beyond that, here are my top 11 takeaways from my time at #CMWorld: Continue reading Top 11 Things I Learned at Content Marketing World

9 Standout Speakers and Trends to Watch For at this Year’s Content Marketing World

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This time of year, I get really excited. No, it’s not the pumpkin spice season that’s got me going. It’s nearly time for Content Marketing World.

Just over a week from now, I’ll be in Cleveland to hear some of the greatest minds in content marketing share their wisdom.

What speakers and trends stand out at this year’s event? Here are a few to watch: Continue reading 9 Standout Speakers and Trends to Watch For at this Year’s Content Marketing World

It All Started with a Flying Machine

As I celebrate 18 years of Garrett Public Relations, I’ve been thinking back to my very first client.

When I launched my business, I was in the Bay Area—one of THE places for entrepreneurs with great, if sometimes crazy, ideas.

As I was preparing to leave my day job to go full-time as a solopreneur, I was fortunate to be introduced to one of these entrepreneurs, an inventor. What had he invented? A flying machine. For real. It was called SoloTrek and was a vertical take-off and landing aircraft based on ducted fan technology. (The two-person model, the DuoTrek, resembled the flying car that’s been in the news this week.)

Continue reading It All Started with a Flying Machine

The quality of writing is on the decline – 7 tips to make you a better writer

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The quality of writing today is on the decline.

If you read any online publications or blogs, you’re probably noticing more and more errors (even in major ones). Why is this?

  • There’s more content—everyone is creating content. With the rise of content marketing, blogging, self-publishing and guest posting, the volume of content has increased dramatically. More than two million blog posts are published every day, while 72 percent of marketers are producing more content than they did the previous year[i].
  • There are fewer copy editors. There are about half as many copy editors today as 10 years ago. Copy editors have been sacrificed more than any other newsroom category[ii].
  • There’s a rush to get content out there. Some statistics claim that companies that don’t blog daily will be left behind. With that sort of a rush mentality, it’s no wonder there are more mistakes than ever in our writing today.

Whatever the reason for this decline in our writing, our standards are being lowered. This hurts our credibility as professionals. 81 percent of businesspeople in a recent survey agree that poorly written material wastes a lot of their time[iii]. It distracts the reader from the intended message. And, it just makes us look plain unprofessional.

Conversely, while the quality of writing may be decreasing, content marketing is seen as an increasingly vital part of a company’s marketing strategy. Content marketing costs 62 percent less than traditional marketing and generates about three times as many leads (Source: DemandMetric). It’s efficient, compelling and highly customizable, catering to virtually all businesses and industries[iv].

So, given all of this, what can we do to produce higher quality written content?

Here are seven tips to improve your writing:

1) The first draft doesn’t have to be perfect: Just get it down on paper…get the words out. You can go back to fine tune it later, but it’s important to get all the information out of your head and on the page first.

Some writers seem to be intimidated by the writing process. But truly, the first draft is just that—a draft. If you get the words down, you can always go back to edit them. Don’t be afraid to just start writing. Remember—you don’t have to show anyone your first draft—so who’s judging?

2) Write when the mood strikes you: I often see pieces advising writers to set aside a block of time each day to write. And yes, generally speaking, there are times of day that are better than others for most when it comes to writing in a focused manner.

But sometimes, an idea will just hit you—that’s the time to go with it. Run with that inspiration to achieve some of your best work. For example, I can tell you that writing a 500-word blog post is going to go a lot faster when you’re feeling inspired to write—versus when you’re forcing yourself to write.

3) Allow time for rewrites: I find that my best work is usually a product of having enough time. Sure, there are times when you just have to get it written and done. But, a much more effective process is allowing yourself a couple of days in which to write, walk away, and then come back to refine your work. You’ll be amazed at what you catch and can improve if you give it time to breathe.

4) Proofread your work: Of course, you need to proof your work. Many simple errors would be caught before publication if writers would simply review their work. A tip I use often—read your work aloud. This will help you catch errors you might otherwise glance over. (A side note: You may want to try this when no one else is listening…!)

5) Have someone else review your work: After you’ve proofed (and re-proofed!) your work, ask someone else to review it. A spellchecker is good, but it’s not the same as having another human review your work. This could be a colleague, or even a friend (or check a service like Fiverr to hire a copy editor at a reasonable rate). It’s just helpful to have another pair of eyes reviewing your work to catch the errors you (or spell check) may miss.

If you have no human to proof your work, you can try a tool like Hemingway App or Grammarly. There are even free versions of these tools, which help catch complex sentences and common errors.

6) Follow style guidelines when applicable: Not sure if a number should be spelled out? Ever wonder if a word should be capitalized? Style guides to the rescue! If you’re in the news or PR fields, AP Style is generally preferred. The Chicago Manual of Style is the guide for authors, editors and publishers of books, periodicals and journals. A full explanation of both is here.

7) Look to the pros for more tips: Looking for more advice? I always recommend Ann Handley’s best-selling book, “Everybody Writes.” And, sites like MarketingProfs, Contently and Copyblogger are great sources to glean more writing tips and tricks.

Those are my best quick tips. What works for you when you write?

A closing thought: Did you know that 64% of B2B marketers outsource writing? (Source: TopRankBlog) So, if you need writing help, get in touch.

Looking for more writing and PR tips? Sign up for my free monthly newsletter by clicking here.

[i] http://neilpatel.com/2016/01/21/38-content-marketing-stats-that-every-marketer-needs-to-know/

[ii] http://www.poynter.org/2013/asne-survey-there-are-about-half-as-many-copy-editors-today-as-10-years-ago/203244/

[iii] https://hbr.org/2016/09/bad-writing-is-destroying-your-companys-productivity

The quality of writing is on the decline - but how can you improve your writing?

The quality of writing is on the decline – but how can you improve your writing?

[iv] http://contentmarketinginstitute.com/2016/08/content-marketing-stats/