Try These Indoor Winter Sports to Stay Active in Minnesota
1. Steal from the best
Learn from the mistakes of others
KristeenBullwinkle.com
What I’ve learned about blogging
2. Why blog?
•
Over 31 million bloggers in the US in 2011.
•
Over 316 million people in the US in 2013.
•
Aren’t you still worth knowing?
•
You have a unique voice.
3. Job seekers take note
“Candidate blogs and posts will rise in importance as a means of getting noticed by employers, along with fellow professionals.”
www.linkedin.com/pulse/article/20141021141118-17604922-a-dozen-critical-trends-that- will-affect-employment-search-in-2015?published=t
4. Marketers take note
A blog provides your business or cause
•
Better visibility,
•
Increased credibility,
•
Lead generation opportunites.
http://blogs.salesforce.com/company/2014/07/small-business-blogging.html
5. Your experience?
•
What blogs do you follow? What makes them worth your time?
•
What was the last item you shared on social media?
•
Why did you share it?
•
Did you read it (listen/watch) the entire item before you shared it?
10. What gets shared
•
Longer format
•
Has an image
•
Invokes awe, laughter, or amusement.
•
Appeals to people’s narcissistic side. (Yah, what she said; quizes; my people)
•
Lists, infographics
•
Trustworthy
•
Shared by an influencer (friend, celebrity, expert)
http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/
11. What’s out there
•
Lacks your thoughts, your views, your images, your voice.
•
Might miss your audience.
•
Might become popular long after publication date.
•
Can have an impact if it reaches just one right person.
•
Covers a topic that others have written about before.
18. Blog post review
Informative, keyword-rich title
Rating shows this one article is targeted to two different audiences: Patients or health professionals.
20. Blog on same topic
Title elicits some emotion.
Deck, or subhead, is easily missed.
Original photo?
Begins with a question.
Suggestion for additional reading
25. Blog post review
Nostalgia is popular
People love to read quotes
Photos and images don’t have
to be magazine quality to capture a reader’s attention.
Category links do get clicked
28. Curation guidelines
•
Don’t just copy.
•
Include a link and attribution.
•
Write a new title. Use a new image.
•
Write for your audience. Choose quotes, images, examples, and other content for their interests.
•
Introduce your own voice. Have an opinion.
•
Use a variety of sources.
30. Your challenge is to write the BEST post for YOUR audience
•
More informative
•
More useful
•
More easily read or understood
•
More entertaining
•
From your audience’s perspective
•
With your own voice
31. Content review
•
Write the way you talk.
•
Use short words, short sentences and short paragraphs.
•
Avoid jargon and words like utilize, reconceptualize, attitudinally, etc.
•
Use jargon to establish your membership of a community. (Gamer site should use gamer jargon.)
•
Check quotations for accuracy (and tone).
•
Use indicators of authority.
•
Let the readers know what you want them to do next.
32. Alan Bleiweiss: QUART
•
Quality
•
Uniqueness
•
Authority
•
Relevance
•
Trust
Note: Humans trust those who show vulnerability. Share judiciously.
33. One real rule
•
Meets the visitors’ needs (to be informed, entertained, understood, respected, part of the group, etc.)
34. WRITE: Topic ideas
•
<Favorite cause> awareness
•
Getting your toddler to try new foods
•
Starting a new workout program
•
Getting your kids and yourself outdoors
•
Your favorite childhood toys
•
Preparing your daughter for her first pap test
35. WRITE: Your topic
Mind map it.
•
What do you actually want to write about?
•
Where do your thoughts take you?
•
What’s your call to action?
36. WRITE: Mind Map your topic
Winter sports
X-country ski
curl
downhill
Snowshoe
Ice skate
Snowmobile
cold
discomfort
Newest trend?
St. Paul, Blaine locations
Difficult to get started?
Indoor?
indoor
What winter sports can I do indoors?
Proper equipment
hockey
expensive
38. WRITE: Your topic
Consider your audience.
•
What does your audience want to know or need to understand?
•
What questions can you answer for them?
•
What will capture their attention?
•
What are the reader’s key take-aways?
39. Great advice
“Great content creators aren’t necessarily great storytellers, but they are fantastic tour guides: They introduce you to a subject you’re unfamiliar with, and they help you arrive at a certain understanding without losing you along the way.”
http://blog.hubspot.com/marketing/unglamorous-truths-about-content-marketing-tl
40. WRITE: The Q & A: example
•
What activities can I do in the winter?
•
Where can I go and be active, but not be outside?
•
What’s something new I can introduce to my kids and maybe my significant other?
•
How can I avoid the bitter cold?
•
Title draft: Hate the cold? Try indoor winter sports.
41. WRITE: Your topic
Outline it.
•
In what order should ideas be presented?
•
How could it best be presented? What format should it take?
•
What should the reader do next? What actions do you want the reader to take?
•
Are there ideas that would be better saved for a second post?
42. Outline
I.
Intro (Problem = cold … Solution = indoors)
II.
Relate to Olympics? Olympic fashions? (image)
III.
Twin Cities locations [sidebar list with fees]
a.
Skating (quote from venue owner)
b.
Curling (quote from new participant)
IV.
Equipment (type, where to rent/buy)
V.
Complete cost summary (fees, equipment, effort)
VI.
CTA: New to sport? Check with physician. Exercise in winter. Try a new sport.
44. Titles
•
Titles are your bait.
•
They capture your reader and they capture search engines.
•
Use words your audience would use.
•
Be informative.
•
Use tricks from next few slides.
50. WRITE: Five Titles
•
Best titles might require a new outline. Or suggest a second post.
Use up to about 55 characters. This is all that will show on a search results page. The rest will get cut off.
51. Example: Five Titles
•
Why not curl this winter?
•
Avoid the cold: curl or skate indoors
•
Five indoor winter sports to try around Mpls. 50
•
Indoor family-friendly winter sports
•
How I learned to love winter sports — indoor sports 51
•
Warm winter sports – indoor sports.
52. Share titles
•
Critique titles.
•
Suggest new ones.
•
Share your favorites.
53. WRITE: Revise your outline
Write the headers for each section.
Identify possible sidebars, images, pullquotes, etc.
I’m going to add a question: What are the four indoor winter Olympic sports? And then new paragraphs on speed skating, figure skating, and hockey.
Should I add locations for laser tag, rock climbing, bowling, or billiards?
54. WRITE: Micro-content
Deck (subhead)
Meta description (~156 characters)
Call-to-action(s)
Image caption and alt tag description
Twitter post (<140 characters, hashtag)
Facebook post (photo & text)
Google+ post (photo & more text)
55. Shared Images
•
Surprising
•
Funny or cute
•
Inspirational
•
Contain quotes
•
Useful
•
Relatable
•
Have a “WTF” angle
•
Convey only one message
56. Different priorities by personality – DiSC model
D
•
Bottom line up front
•
Results, quality, authority
•
Success, their goals
i
•
Enthusiasm, excitement, optimism
•
Trusting relationships
•
Quotes, uniqueness, new
S
•
Sincerity, respect
•
Dependability, security
•
Like to share, be helpful
C
•
Analysis, evidence
•
Quality, competency
•
Logic, lists, how-to, comparisons
57. Teasers for personality types
•
D – Meet your fitness goals without going outdoors
•
i – Join others in unusual indoor sports
•
S – Local indoor sport opportunities to share with friends
•
C – Top 6 Twin Cities locations for indoor sports
58. Examples for personalities
•
How will you incorporate one of these priorities or motivators into your blog post?
•
Share with your group.
Write a Facebook or Twitter teaser for each type.
59. Format review
•
Be ready to re-purpose your topic.
•
You might need yet another post tied to news, weather, recurring events.
•
Write more posts on topics surrounding your currently popular content.
•
If you’re stuck in need of a post, reformatting an old one solves the problem.
60. Outline with a different format
•
Book summaries
•
Cartoons, comics
•
Case studies
•
Charts, graphs, data, stats
•
Cheat sheets
•
Comparisons
•
Creative stories
•
Demonstration video, steps
•
Event information
•
History
•
How-to guides
•
Illustrations, infographics
•
Interviews
•
Lists
•
Personal bio, experience
•
Photo galleries, Pin boards
•
PowerPoint or SlideShare
•
Product review or service info.
•
Q&As, FAQs
•
Questionnaires, quizzes
•
Quotes and inspirational messages
•
Research or synthesized info.
•
Results of polls, surveys, and questionnaires
•
Site tour videos
•
Testimonials
•
“To do” and “what not to do” articles
•
Worksheets
61. Build up an archive
•
Write stories like those that succeed for your competition.
•
Go deeper, higher, farther, funnier, simpler.
•
Write a better title.
•
Make it link-worthy.
•
Make it a landing page.
•
Solve a problem.
•
Be the resource for at least a few types of content.
62. Test
•
Create and fail.
•
Create and fail less spectacularly.
•
Create and win.
•
Look at
Shares
Views
Time of page
Click through to goal sites
63. Review
Call-to-action
Meta description (~156 characters)
Twitter post (<140 characters, hashtag)
Facebook post (photo & text)
Google+ post (photo, more text, _italics_ and *bold*, hashtag)
64. Again: refocus, repurpose
Narrow down your audience. or
Narrow down your topic.
•
My example: one post for moms with tweens/teens (cost, social/physical benefits focus), one for couples/adults (social vs. competitive focus)
•
Two differently targeted social media posts
65. Summary
•
Have a great information-rich title.
•
Craft your formatting -- the more scannable, the better.
•
Have a ‘So What?’ -- a takeaway that serves as the backbone of a piece.
•
Write with empathy for your reader.
•
Write vividly. (Use figurative language, imagery, metaphors, quotes).
•
Support your arguments with research, and cite your sources with hyperlinks.
•
Select an evocative image.
•
Revise.
•
Proofread.