The strategy is simple:

1. Research current hot topics and searches on Google using Google Trends and Google Wonder Wheel.
2. Find a keyword that fits within the realm of a hot topic, applies to your area of knowledge, and appeals to your target customers.
3. Post a quality blog focused on the hot topic keywords for your target customers.

Here are the tools:

• Google Trends Find out what search terms and topics are currently high traffic. Self explanatory and intuitive to use: http://www.google.com/trends
• Google Wonder Wheel Expand keyword options and refine a topic to find a keyword topic that fits you and your client base best. To utilize Google Wonder Wheel simply perform a Google search, then expand the “Search Tools” in the left hand column of the result page and click Wonder Wheel.

If you use these tools I would love to hear about your experience.

Twitter Usage in America 2010 from Tom Webster on Vimeo.

Edison Research just released an insightful report entitled "Twitter Usage in America: 2010".  This report is important because it cuts through the fanatical hype and provides a basis for establishing a rational decision about how much or how little your firm should incorporate such social media channels in your marketing efforts.

Many write ups I’ve read on this report have painted the findings in a negative light, emphasizing that "only" 7% of American’s actually use Twitter.  However, 7% of Americans is 17 million people and as it turns out these people appear to have many favorable characteristics for most businesses. Here are some selected findings from the report about Twitter users:

• 7% (~17 million) of Americans use Twitter; 41% (~126 million) Americans maintain a Facebook profile.
• 51% of active Twitter users follow companies, brands or products on social networks.
• Twitter users are 3 times more apt to follow brands using Twitter than other social networking services.
• Twitter users have higher than average incomes.
• 4 out of 10 Twitter users own three or more computers.
• About 1/2 of Twitter users post updates using Twitter; 70% of these same users post updates on other social networking sites like Facebook.

It’s easy to incorporate Twitter into your marketing plan

When considering if you should incorporate Twitter into your marketing efforts I think of the adage, "If it might help, it’s easy to do and won’t hurt then why not?" For those who are already publishing any sort of news or advertising communication on a regular basis it’s a no-brainer; we can put together a streamlined process so the same message is published to multiple mediums all at once. A typical scenario goes like this:

You provide your newsletter, advertisement to us. We take that message and immediately:

1. Post on your Website or Blog
2. Generate an optimized RSS feed that notifies Google and other major search services of your new article
3. Post on your business’ Facebook page
4. Tweet through your business’ Twitter account
5. Format, test and distribute in HTML email to your mailing list using an email marketing service like VerticalResponse or Constant Contact

Feel free to contact me for more information about electronic and social media marketing distribution.

TinyMCE Text Editor

Blog and Content Management platforms such as WordPress, TypePad, Blogger, Drupal and CMS Made Simple all offer great WYSIWYG text editors that allow site owners and authorized users the ability to login to their Website and add text and photo content themselves.

These text editors are suburb, but there is one very common frustration that manifests when users  cut and paste content from MS Word. When content is pasted directly from MS Word to your blog a bunch of “bad” code often gets carrying over in the process. This proprietary Word styling code is veyr likely to mess up the HTML/CSS styling of your Webpage .  Some CMS editors offer additional features for “cleaning” word code while pasting which work to varring degrees. Regardless of what other options you might have, following is a fail safe method for cleaing MS Word content on paste for any blog/CMS system:

1. Don’t paste Word content that includes photos other embedded elements. To include those elements in your blog or CMS you’ll want to upload and position them individually using the upload and layout capabilities of your Website.
2. For Windows users, open Note Pad (NOT Word Pad) then cut and paste your content from Word to Note Pad, and then from Note Pad to your blog/CMS text editor.For Mac users you’ll need to get a free text editor (I recommend Text Wrangler) and do the same cut and paste routine as mentioned above.
3. After you cut and paste the cleaned text content, you’ll need to go through and add paragraph or line breaks. Just go to the end of your first paragraph text and hit enter/return, repeat for all remaining paragraphs. If your Word content had other styling (bold text, italic text, lists, etc.) you’ll need to go through and use the CMS text editors styling features.

The best way to avoid the hassle of restyling content after a cut and paste from Word is to get into the habit of creating your content in your blog .  If you need to send that content in a Word document or email cutting and pasting the other direction, from your blog’s text editor directly to Word, usually carries over styling and paragraph breaks with no adjustments necessary.

Conversely, citizens of China would not be able to have blog sites like Michelle Malkin’s or Michael Moore’s. Even for blogs of a non-political nature, China has tight restrictions on the content and distribution of blogs within its borders. Among other things, it is unlawful for Chinese bloggers to maintain anonymity, which has created international backlash from some of the world’s most prominent technology firms and media watchdogs.

Regardless of the various opinions on the effectiveness of blogging, most of us can agree that we’ve been blessed with systems of government that allow businesses, organizations, and individuals to collaborate and communicate without the fear of authoritative reprisal. To that end, I’m more thankful upon reflection as I exercise my freedom by publishing this message. You should be too.

I was in agreement with almost all the insight and advice provided in the article other than one notable exception: “Most companies can start blogging for between $25,000 and $45,000.” As principle with a marketing company focused on providing blogging solutions this statement strikes me as absurd, even laughable.

The fact is, any business that has a truly unique message and a passion to share it can be successful at blogging regardless of their budget or lack thereof. For those who have no budget at all, companies like Google and FeedBurner provide advanced blogging, podcasting, and RSS services at no charge whatsoever.

Sincerely,

Douglas Case
CEO
RisingLine New Media Marketing

What the heck am I talking about? Well, for example while my commentary on Fiskars contained insight on their great strategy for growing business through utilizing technology, it was something that took a bit to actually read and distill. We are finding our typical client may like to read such posts, but reality is they are often too busy. The goal of our new blog direction is to present more concise post with immediate and clear communication of the topic, strategy and benefit and then when applicable provide our readers a segue for expanded reading.

Stay tuned and let us know what you think.

So why is it that corporations are starting to buy into the blogging trend? I would narrow it down to these basic factors:

- The necessity to edit and update information on the Web instantaneously

- The need to reach out to and engage customers rather than passively addressing them through advertising

- The reality that consumers are more savvy today than a few years ago; and they demand relevant and up-to-date content via the Web

As the blogging phenomenon continues to evolve and progress, the realization that a blog is far more than a rant platform or a personal Web page will bring more companies into the fold. A blog is not simply a tool in which to share personal opinions, but rather a communications device that allows businesses like to reach out to and communicate with targeted audiences.

Articles of Reference:

CEO’s Blogging

Fortune 500 Business Blogging Wiki

Blogging Myths

For those of you who have read my blogs on a regular basis, you probably have noticed that one of my pet peeves is a blog which has nothing to do with the customer or their interests. The quickest way to alienate a reader is to write about things that don’t interest them … things like your corporate picnic or your strategic initiative for the year. Please understand, the actual subject matter is irrelevant, but customer interest is key.

Going back to Bernie’s blog, pay attention to the content and it’s easy to see how the writer(s) has masterfully leveraged connecting the product to the emotional sensitivities of their target audience. I would venture to say that in 8 of 10 cases, the typical Annie’s shopper relates to this content and most likely visits the site on a regular basis.

As a small business owner, I can definitely empathize with this mentality, since time and money are as valuable as tangible inventory. However, the mindset of blogging shouldn’t be regarded along the same lines as an advertising campaign. If every blogger took the approach of garnering an immediate ROI from a blog, they’d quickly run out of viewers because blog readers don’t want to be sold, they want to be entertained or educated.

So why would a business owner want to blog unless the effort translates into immediate sales? The answer lies in the fact that relationship building takes time, and becoming an effective blogger takes time as well. The whole point of blogging is to increase online interactivity, it’s about building relationships and exchanging information. In other words, blogging provides business owners the opportunity to educate and learn at the same time … basically for free. Smart business owners would jump at the opportunity to tell their story to a targeted audience while being presented with organic market research. However, blogging has become a buzzword with the get rich quick crowd, and unfortunately some negative perceptions have been developed as a result.

Therefore, what is the right approach to take with a blog. My advice would be to:

1) Build your blog through your existing customers first, ask them for feedback and find out what content is meaningful to them.

2) Don’t expect miracles overnight. Be patient, allow your readership time to participate and engage. Don’t be on the lookout for immediate sales results, it could effect your style and turn readers away.

3) Don’t blab on about your products. For a blog to succeed, you need to develop a community centered on relevant information exchange. No, you don’t need to blog about fishing or your favorite pizza, but talk about things in your industry or community that are relevant to your company and customers

In the end, blogging can be used effectively as a marketing tool because it can build intimacy with your brand through putting a face on your products. Just make sure you don’t confuse blogging with advertising.