Content Mastery Guide

Editor and Ghostwriter

Adding Twitter to your article marketing mix

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I recently heard from some Idea Generator readers with 10 great questions about article marketing.

One person asked whether I could share my system for writing an article and then using it in my newsletter, blog, social media, etc. I shared this three-part article marketing strategy, but I realize that I didn't quite address her question about social media.

There are two ways that I use my articles as part of my social networking strategy, and thankfully they are both completely automated!

First, I set up Twitterfeed and now every single time I post to my blog it shouts the news out to my Twitter followers. As you set up your feed, be mindful of how Twitterfeed will display your blog post in each tweet. You have the option of including your blog name, description, etc., but remember that on Twitter you only have 140 characters to woo your readers. So keep it simple and just create the most compelling headline you can.

Second, EzineArticles automatically sends out a tweet for me every time I post a new article to my account. I set this up in my EzineArticles Author Bio (to update your bio, click on the Profile Manager tab in your EzineArticles account).

I've also set up my RSS feed in my LinkedIn and FriendFeed accounts so that my connections in those networks can read my latest blog posts. (Though I am not using either of these services very actively, LinkedIn a bit more than FriendFeed.)

By using article marketing to share content on Twitter that is pertinent to my ideal clients, I help them get to know what I have to offer. Combined with my personal tweets and active conversations with my network, Twitter is helping me expand my connections and grow my business.

Don’t write and cook! Use an idea catcher instead (a lesson from Linda’s kitchen)

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A wise woman (OK, it was my Mom) once told me that if I didn't want my omelet to be runny, I could stick the frying pan into the oven on a low heat for a couple of minutes so the eggs will set. It works like a charm, and the only challenge was getting used to handling my frying pan with oven mitts. I'd never used it inside the oven before, so it didn't come naturally. I had quite a few mishaps but most of them very quick. (Ouch, that's hot! Let's just pull that hand away, shall we?).

This morning I was blessed with an Einstein hair situation, where ideas were flowing to me so quickly I could barely catch them all. I had already scribbled out several notes to myself, and had even started a worksheet for a new "Write From the Headlines" post.

It was that post that I was continuing to compose, in my head, while I stood in the kitchen  putting the finishing touches on my breakfast plate. I looked over at the stove and noticed the frying pan handle was sticking out – uh oh, better turn that in so I don't knock it when I go by, safety first, after all…OUCH, THAT'S HOT! LET'S JUST PULL THAT HAND AWAY, SHALL WE? Yikes.

The lesson from Linda's kitchen? I need to keep that idea catcher close and keep scribbling. I need to take a time out from other tasks to give it my full attention, so that I can then let go of it and trust I will remember the gist of the idea when I go back to it later.

Composing an article in my head takes up precious bandwidth and I obviously don't have any to spare when there are hot frying pan handles around.

Writing prompt: Where do you get most of your spontaneous ideas for articles or blog posts? Do you have idea catchers handy in those places? Have you ever had a mishap when you were thinking about an article or business idea and not quite paying attention to what the rest of your body was doing? Your stories are welcome below. Please? It would really make me feel better.

Write from the headlines: Do incentives work in coaching?

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Governments around the world have implemented incentive programs to stimulate the economy and protect the environment.  I'm proud that my own City of Toronto took a stand for the environment this Spring with a by-law that forces us to think twice before we use plastic bags.

When I saw CAA magazine's Fall 2009 cover story, "Renovation Nation" about Canada's home renovation credit, it got me thinking about how incentives work to motivate people – or do they? Here are some topic ideas to explore this question with your own coaching niche:

  • Career coaches: Top 5 reasons to move on from a job that is not working
  • Life coaches: Top 10 healthy rewards for accomplishing a goal
  • Money coaches: How government incentives can help you to save money and improve your life
  • Parenting coaches: Positive reinforcement strategies for peaceful parenting
  • Business coaches: How incentive-based payment is a win-win for everyone on your team
  • Marketing coaches: Top 5 ways to use bonuses and time-limited offers as incentives for sales

Writing prompt: Whether you want to get your readers thinking about how to create or implement incentive programs, or you want to motivate them to take action with an incentive program of your own, how will you write about this topic in your newsletter or blog? Please comment below and let me know!

WHY grow your list? Linda Claire Puig explains…

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This is a guest post by Linda Claire Puig, my co-counselor for the Pink Spoon Telecamp:

WHY Grow Your List? (Count the Many Ways)

by Linda Claire Puig, president, Claire Communications

List-building tips are all over the Internet these days. You can learn for free (including my Momentum articles from June 30, 2008, and July 10, 2009), you can buy e-books on the topic or you can take high-priced courses.

But are you really clear on WHY it's important to continually focus on growing your list?

When you understand what's possible with a bigger list–not just a bigger list, but a bigger relevant list–you open to new potential…for your business, for your life.

Sign me up!It's easiest to explain with an example. Let's say you have a list of 200 people that you keep in touch with on a regular basis. (You are sending a newsletter, aren't you?) You decide to run a $350 group program and announce it to your list by sending a promotional email. Seven people sign up and earn you a total of $2,450.

In marketing circles, those seven new clients represent a very good "conversion rate" of 3.5%. Conversion rate is the ratio of people who purchase to the total number of people on your list.

Now let's say your list grows to 3,000 (still a relatively modest list size), and you offer the same $350 group program. If your 3.5% conversion rate remains the same, you will now sign up 105 new members for your group, for a total earnings of $36,750. You may have to run concurrent groups to accommodate all the new business, a nice problem to have!

But even if your conversion rate dropped to 2%, you'd still sign up 60 new members for your group, for a total of $21,000 in earnings.

So $2,450 vs. $21,000…FOR THE SAME AMOUNT OF PROMOTIONAL EFFORT!

Three important mentions here:

1) It's NOT all about a having a HUGE list. Smaller lists can be more responsive than their bigger counterparts. So decide on your income goals, determine your conversion rate history and let that help you determine how big you want to grow your list.

2) Don't forget that while you may attach numbers to your goals, building your list is ultimately NOT a numbers game. It's about building relationships with people who you would like the opportunity to serve. If you approach it this way, you will have a growing list that is always a relevant list.

3) Your list will not grow just because you wish it so. You may set a list-building goal for your year, but you won't meet it unless you take specific, focused action toward that goal. The very FIRST place to start is to have a great pink spoon…something that addresses a pressing need for your audience that you can give away in exchange for their contact information.

There are other reasons to grow your list that go way beyond numbers and dollars. Tell me, how do you help people? What are your gifts? With a larger list, your influence and your ability to help more people also grows.

Bottom line: No one is served by your list (or you!) remaining small.

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To learn more about what makes a great pink spoon, how to use it to grow your list and generate more business — and to create your own pink spoon under the guidance of two marketing communications experts — please register for the Pink Spoon Telecamp.

How to use article marketing to tempt the local media

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This blog post comes in response to a question I received from an Idea Generator subscriber. Feel free to add your own article marketing question if there's something you need help with!

There are many benefits to being featured in local media outlets like cable television shows, community newspapers or larger print outlets like your city's main paper or magazine. This kind of exposure can help you to:

  • Attract local clients for your in-person services or events (workshops, presentations, classes, book signings, etc.)
  • Make valuable contacts with potential local partners, vendors and referral sources
  • Increase your credibility to both local and online audiences by handing/mailing out copies or posting a link or PDF of your piece

Local media professionals are just like anyone else – they do business with people they know, like and trust. And in this case, their business is to write about you and what you're doing, or have you on their show.

Article marketing is the perfect way to help that process along and build positive relationships with local media professionals. For example, you could:

  • Keep your website and/or blog updated with new articles about your area of expertise – this makes it obvious that you are a knowledgeable, trustworthy source of information about this topic
  • Write articles that link your area of expertise to current events or issues in your city
  • Include the name of your city in some of your titles, articles, tags or within the code of your website (speak to a web designer or SEO expert for more details) so that it is easy for local media to find you

Does it work? Well, I can tell you that I have not actively marketed myself as a coach for years, yet all of the article marketing I did when I was building my coaching business is STILL attracting the attention of local media. Just the other week I got a call from someone looking for local life coaches to audition for a new reality show.

Of course there are other important steps to building relationships with local media professionals than being well-placed in the search engines. Here are three to get you started:

  1. Be open to media inquiries even when they're not an exact fit. Do your best to connect them with someone else, and record their contact information so you can keep in touch!
  2. Build on this list by adding the names of any journalists whose work you admire, or who have covered stories on related businesses or issues. 
  3. Contact these folks directly whenever you have news to share. For great PR tips, I recommend that you sign up for Joan Stewart's newsletter. When you do, she'll send you a jam-packed list of 89 Reasons to Send a Press Release.

And of course, remember to practice the four networking basics (be visible, be positive, help out, and educate). You never know when one of your colleagues will get a call from the media that isn't right for them, but is perfect for you!