Fresh content is essential for social media and finding an endless pool of ideas can be difficult. You should avoid hard-sell promotional content because people will ignore that as much as they ignore most any type of advertising these days.
What should you post instead? How can you keep your Facebook and blog fans engaged and interested?
Here’s one idea: post short how-to articles. The simple how-to article works to establish you as an authority in your field. If you sell goods, draft step-by-step instructions on how to use them. If you offer services – labor or clerical – you can offer tips on handling certain issues without necessarily giving away the store.
Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.”
Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.”
An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”
