Mediaboss Marketing

I was so happy to interview Mindy Weinstein, the Director of Trainingat Bruce Clay Inc. Mindy is also an upcoming speaker at theSEJ Summit in Santa Monica on February 24th. We are excited to haveher and cant wait to hear what she has to say about content marketing and SEO.

Want to attend? We still have a few spots open so if you are in the LA area and want to learn from Mindy(and other speakers like Neil Patel, Stephan Spencer, Pamela Lund, Katrina Jefferson, and more),sign up for an invitenow. If you arent in the LA area, check out where else the SEJ Summit will be this year, including Chicago, NYC, San Francisco, London, and Dallas. The conference ticket cost is being covered by ourpartner, Searchmetrics.

Searchmetrics delivers enterprise SEO and content marketing analysis, recommendations, forecasting, and reporting for companies whowant potential customers to find them faster.

Develop real-life stories:Storytelling has been a hot topic for a while and theres a reason for thatit works. Stories are memorable. Stories are personal. Stories create a deep resonance. Throughout the years, I have developed a lot of content on a range of topicsfrom LED billboards to self-storage to personal injury. I found the best performing content incorporated stories. We want to be able to relate to others and see how a business was able to help someone similar to ourselves. And lets face it, some topics are a little more embarrassing or taboo. Its nice to read stories and know that we are not alone.

Keep your eyes open for inspiration:Coming up with topics for industries that arent overly exciting can be a challenge, especially if you are producing ongoing posts. One of the most beneficial habits I developed as a writer, and later as a manager of a large team of writers and editors, was to maintain a folder of content ideas. I was always on the lookout for inspiration. You would be amazed at the things you can come up with when you are viewing every form of communication and information from a critical thinking perspective. I have saved newspaper articles, magazine features, online posts, and even junk mail that were interestingtotry andcome up with ways I could transform that message into something appealing to my audience.

Focus on being practical and personal:Content needs to be personal, meaning you have to know what is going on in the readers mind and speak to it. At the same time, you also have to communicate in such a way that the message easily fits into the readers life. You have to think about the possible concerns or needs the reader has and make it simple for them to get answers or solutions.

That is something I am very familiar with. Throughout the years I have been responsible for content for legal, financial, and even medical industries, and trust me, there are some strict guidelines on what you are allowed to say. However, it doesnt mean you cant be creative.For example, within the legal industry, depending on the state, you cant use certain words or claims within your content. Plus, there are a lot of confidentiality issues. Despite all of that, I had a writing team that was still able to develop content that revolved around stories and successeswe just had to keep the names and some of the exact details out. The message was still powerful. So it is possible to be creative, but make sure you do understand the guidelines you are expected to follow.

Its great that you bring that up, because it is one of the points in my presentation. No topic is truly boring. When were faced with a situation and need an answer or solution (whether it is a product, service, or simply advice), we are all of a sudden very interested. Here are three things you can do to find that perfect audience and on the flip side, help them find you:

Know how your perfect audience describes things:If you have a customer service department or even just a receptionist who answers the phone in your office, find out what words people are using when they contact your company. How do they explain what theyre looking for? What seems to worry or interest them? If you can find out this information, you can create content that incorporates these words, phrases, and concepts. Its often the same way people will do a query online. Therefore, they should be able to find you, if you have done your homework and incorporated the right wording into your content.

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Talking Content #Marketing With @MindyDWeinstein of Bruce Clay Inc. by @wonderwall7