B2B Editor, Copywriter and Content Strategist
In the Autumn I worked with Trowers & Hamlins on their Thinking Real Estate client magazine, interviewing and writing a series of features on issues affecting and shaping the property industry.
Topics included: The shift towards social value in real estate, sustainable tourism, balancing tougher regulations and housing delivery, intergenerational living and combating loneliness and green finance.
You can read or download Thinking Real Estate online here.
Are you on LinkedIn? I’ve been properly using it as a social media platform for work for nearly a year now and I love it.
It’s great for learning new stuff, making new connections…and getting business leads.
And it’s fun.
If you’ve haven’t yet unleashed the power of it as a business networking platform then what are you waiting for?
A few things I’ve learned along the way about LinkedIn content that might help you:
1. LinkedIn likes native posts, that is stuff you’ve written or created yourself rather than shared from within the platform or from other sites.
2. More engagement on your posts means more visibility, so write content that invites people to interact or comment.
3. Don’t just tell people what you’ve been doing or your successes. Imagine going on a date with someone who only talked about themselves, dull eh?
The start of a new year is an opportunity to take a fresh approach, maybe try something new or commit to publishing regular B2B content.
Or at least that is the intention anyway.
Sometimes good intentions get swept aside when it’s busy. It’s easy to default to the familiar way of doing things or sporadic publishing.
I know, I’ve been there.
Editing the features section of a weekly magazine kept me busy and at its peak, I was responsible for around 1,000 pages a year.
I had a team to help but it still didn’t leave much wriggle room.
If you know in your heart of hearts that a trying a whole raft of new content ideas is not going to be possible then why not try one thing?
Perhaps introduce the occasional case study to your B2B content publishing plan. Continue reading “New year, new content strategy?”
Earlier this year Hubspot surveyed 500 journalists about PR tactics for pitching stories that were counter-productive (link to piece at the bottom).
That’s the polite way of saying they drew up a list of what irks journalists.
I’m sure there won’t be anything on the list to surprise seasoned PR’s – and this isn’t a post about dos and don’ts* – but there is one broader lesson: ‘Know the audience’.
When pitching to journalists this means not only knowing their patch but also understanding the publication/website and who its audience is.
I’ve worked with many brilliant PR’s over the years but the one who regularly sent me stories about window boxes wasn’t one of them.
Continue reading “Do you target your content pitches and press releases appropriately?”
What’s the story? It seems like an easy question but if people aren’t reading your content then perhaps you haven’t got the answer quite right.
A common mistake is to leapfrog the audience and focus the story – the angle of your content – on what you find interesting.
But you can’t assume that people will share your enthusiasm for what you have to say or have been doing.
Continue reading “Writing the right content for your audience”
