Journalism's Future, Writing For The Web, Adwords, and more with Business Pundit's Drea Knufken

Good writing. Dynamic writing. Big Ideas. Forward-thinking journalism. Drea Knufken is what I like to call a visionary journalism entrepreneur. She understands the digital world, what it means to you and ways you can get involved right now. I recently had a chance to catch up with Drea and pick her brain on some big concepts.

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1. You have written for a variety of sources, web and non-web. How has the Internet changed journalism?

In several ways. When you write a print article, you work with editors. Your work has to be revised or rewritten, sometimes several times, before the print outlet publishes it. Web writing, on the other hand, may or may not be edited.

As a blogger, for example, you publish posts without having another set of eyes check them first. If there’s some kind of mistake, it goes public. You have to fix things retroactively.

Print articles are also usually longer. To successfully write a good feature, for example, you have to devote a lot of time and energy getting interviews, quotes, numbers, and other forms of data. Many Web outlets, on the other hand, use shorter forms of writing.

People’s attention spans aren’t as long on the Web, so the idea is to make content scannable rather than something that readers can get absorbed in. The quality of a Web piece still has to be good, but writers use shorter paragraphs, lists, bullet points, and subheads much more often. This limits the amount of depth you can go into.

Oftentimes, the turnaround for producing Web articles is also much quicker. That means less thorough research, shorter articles, and less depth than print.

2. At one point you where phrase editing as an AdWords editorial specialist for Google. What does an AdWords editorial specialist do?

When I worked there, the role consisted of reviewing ads, optimizing them, and writing ad campaigns. Reviewing ads meant reading them over, looking for working links, content violations, bad grammar, that kind of thing. If we found anything that didn’t match Google’s policies, we would send an email back to the advertiser telling them what was wrong and how to correct the problem. The advertiser would then resubmit, and we’d check them again. Once approved, they would start running on Google.

Some people start campaigns, then Google suspends them for poor performance. We provided optimization as a service to those kinds of advertisers, and to people who requested it. Optimizing ads meant revising people’s ad campaigns to make their keywords were more relevant, their ad text more attractive, and suggest new ways of advertising their product. The optimizations were supposed to help people’s campaigns work better.

Some advertisers just used Google to write their ad campaigns in the first place, as a sort of full-service thing. We did that, too.

3. Any advice for entrepreneurs looking to get involved with AdWords? How important is the copy?

Some advertisers expect instant results from AdWords. Oftentimes, this is not the case. Building a successful AdWords campaign takes work, experimentation, and clever budgeting. Even after all that work, AdWords might not be right for you. It works fantastically for some people, but doesn’t work at all for others.

As far as copy goes, think relevance. Google likes keywords that match your product description. Also, your ad copy should match your keywords. For example, if you rent tools, running on the keywords “tool rental” is a great idea. It’s relevant. However, running on “tools” is a bad idea. In that case, you are competing against people who sell tools, manufacture tools, trade tools…you get the idea. Relevance is key.

Before starting an AdWords campaign, take time to brainstorm possible niches. Use the Keyword Traffic Estimator (KTE) https://adwords.google.com/select/TrafficEstimatorSandbox to estimate each keyword’s traffic and cost per click (CPC). It is better to use several lower-cost niche keywords than one really expensive keyword.

For example, if you are running a tool rental business, “tools” will cost you more than $1/click. The KTE estimates that to maintain a top search position, you will have to pay more than $8,000/day! That’s not sustainable for most people.

So you have to brainstorm further. Your niche is tool rentals. The KTE estimates that “rent tools” will only cost up to $7/day. “Saw rental” costs up to $4/day. These niche keywords might not attract as much traffic, but they give you highly-ranked, more targeted search results for much less money. As a result, your clickthrough rate and conversion rate have a good chance of higher, but your costs will be lower.

Put your keyword in your title. For example, the keyword “rent tools” would do well with “Rent Tools” as the title. If you have many ad campaigns, consider using the dynamic keyword insertion tool. It allows you to insert your keyword into the title and ad text through a simple syntax command: {Keyword:default text}. For details on how to use it, read this Google help page. http://adwords.google.com/support/bin/answer.py?hl=en&answer=74996

Finally, run your ads. See what’s working. Build more campaigns around that. Scrap the campaigns that don’t work. Follow your conversion rates month-by-month. Figure out what seasons and days of the week you get the most traffic. Continue to tweak your campaign. Eventually, you will hit a formula that works. It’s different for everybody.

4. What does good web writing look like? Does it have to be shorter than say the typical magazine article?

Yes, Web articles are generally shorter, unless you’re writing for an online magazine like Slate or Salon. Good Web writing, like good print writing, contains a compelling headline, hook, and original content. The Internet won’t turn a bad writer into a good one. You have to know the craft in either case.

However, good Web writing needs to respond to people’s needs as they browse online. One of the main reasons people use the Web is to find answers. Writers respond to that need by creating how-to articles, fact sheets, analyses, and other kinds of authoritative information sources.

A good Web writer knows how to create authoritative, factual, and entertaining articles. Ideally, readers will grow to trust the writer, and return to the website again and again.

Another key to creating good online content is making it visually appealing. People tend to scan online content. If it something doesn’t catch their eyes in a matter of seconds, they move on.

Writers need to arrange content in a visually appealing way. That means shorter paragraphs, lists, bullets, subheads, bold/italicized content, and images. It also usually means a shorter overall piece. As a writer, you want to support the scanning experience while providing top-notch content.

Finally, writers need their work to be seen. That means catering to search engines. I wouldn’t take this to extremes—I’m sure you’ve seen some content that sounds ridiculous as a result of search engine optimization—but it is an important factor, especially if you’re just starting out.

Search engine optimization means repeating keywords in your article’s title and in the body. This is an art form. You want to write an article that appeals to both humans and search engines, in that order.

Integrate SEO artfully. Appeal to search engines, but write for people. They will pay you back with links and repeat visits.

5. Tell us a bit about one of your projects: Business Pundit. What is the idea behind it?

Business Pundit is a general business blog that provides news, opinion, advice, and humor. We cover a variety of areas, so you may find tips on investing one day, and stories about CEOs the next. The idea is to provide broad business coverage and analysis for a large, diverse audience.

Specifically, we post 3-5 times per day. Every day, we try to find some of the most interesting, happening content on the Web. We comment on the news, and link you to places where you can find more information. We also publish lists, opinion pieces, interviews, and more in-depth articles. Adding Business Pundit to your RSS reader will help you round out your daily business info fix.

6. A lot of young and young-at-heart entrepreneurs are looking to start a blog of some kind. What advice would you give them?

Give it a try! Don’t be intimidated. Blogs are great resources. If done right, they can really enhance your business’s visibility and legitimacy, too. Here’s my advice.

1. Decide why you want to start a blog. The Internet is full of abandoned blogs. Stating your intent as a blogger will help you stay focused on keeping it alive. Write down a plan for your blog. Revise the plan as your audience grows. Heck, you could even end up making money off your new blog site.

2. Find a free blogging software that you like. I recommend WordPress. Select a design that you like. Set up links to your company and personal biography.

3. Blog regularly. If writing every day intimidates you, start by writing once a week. Aim for 2-3 quality, interesting posts a week. If you want to post every day, great! If not, focus on staying regular and consistent. Prioritize quality over quantity.

4. Build a community. Find other bloggers who inspire you or share information that you like to read. When you have something to say, comment on their posts. Email them to introduce yourself. Ask to exchange links. Build a relationship with a select group of people over time. Participate in carnivals and guest posting. These activities will help you and your blog gain recognition.

Have fun!

7. How do you believe journalism will change over the next 5 years? What sorts of things should we expect to “Rise To The Top?”

Most print newspapers will die. Those that survive will be high-quality and have a loyal and/or specialized audience. Magazines will also thin significantly, but some will survive.

Media outlets will become more collaborative and integrated with social networks. I see crowdsourcing and microfunding becoming more common ways of acquiring news, fact-checking, and even getting articles written.

“Real” reportage will stay intact for really big, important stories. These take time and effort to research. They need to be completed by professionals. Newspapers will find a way to pay for those kinds of stories.

Media outlets will find new ways to make money. They will get into different kinds of media. They may host conferences and workshops. They could try charging for news on mobile devices. They will open up online platforms to developers, and integrate monetization opportunities into that.

I also see multimedia—including social media—integration on most sites. I’m sure the government will increasingly try to regulate the Internet, too. It won’t always be the Wild West out here. But while it is, I would encourage entrepreneurs to find innovative ways of acquiring and reporting news. As media conglomerates retrench, new opportunities exist for innovative start-ups. I listed a few innovative media outlets here: http://www.businesspundit.com/5-successful-news-crowdsourcing-experiments/.

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BIO:

Drea Knufken is the senior writer at BusinessPundit.com. She runs a Web- and print content production business. Find out more about Drea at http://www.businesspundit.com.

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Interview with Kirstin Carey: Improve Your Sales Through Listening + Asking The RIGHT Questions

The Rise To The Top: Entertaining, Energizing and Empowering Entrepreneurs

Kirstin Carey is a sales rock star to say the least. She is an incredible entrepreneur and also teaches those who could use some sales help how to…make more sales (shocking).

Kirstin and I caught up at the Ritz Carlton in Phoenix to talk a little bit about ways to improve sales. For those that are more of the reading type… here are some highlights and lessons from the interview to help your business:

1. Skills and marketing and selling are important. The more you harness your skills in those areas, the more you can spend time doing other things.

2. If you have the passion, you can improve your sales. ANYONE can improve their sales.

3. Ask the right questions BEFORE jumping into the sales pitch.

4. Speak less and listen more no matter WHAT you are selling.

5. Whoever speaks the most in a sales meeting wins. You want your CLIENT to win!

6. The more your client speaks, the more they will love you.

7. People will tell you how to sell them if you let them.

8. Key question to ask: “What is the most important thing to you for this project/process..etc.?”

9. Description words used by you and the client are key indicators of what they find important.

10. SHUT UP and listen (just like your mother told you).

11. Avoid selling to people that aren’t the right fit. Sell to the RIGHT people. Finding the right person and what they want.

12. You must (HONESTLY) convey that whatever you are selling is in THEIR best interest and not yours. Extremely important.

13. You are probably not your own customer (unless you are). You must understand where they are coming from…not you.

14. Cold Calling = Not worth your time. “Cold Calls” defined as NO lead or connection.

15. Simple: Whatever is working..continue doing. If it doesn’t work…don’t do it.

16. Sponsorships are all about engagement, sales and Return on Investment.

17. Only job as a sales person is to gather information from the person and see if what you have fits.

18. Is the person the right customer for you? Difficult customers may not be worth it!

19. Put energy into what you enjoy. Fit your business to your lifestyle and not the other way around.

20. Don’t forget the fun part of your life

You can learn more about Kirstin and pick up more great info in a few different places:

1. Her Website

2. Follow Her On Twitter

Also, Kirstin involved in a BIG COMPETITION on Food Network. Vote for her THIS THURSDAY

Live Passionately! – David Siteman Garland – The Creative Opportunities Specialist – www.therisetothetop.com

PS: Head to our main page on The Rise To The Top to check out our NEW look to make sure you know where you can find the latest and greatest on the website.

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Getting Chosen By Customers: 10 Questions With Ivana Taylor

Rise Underground: The Rise To The Top Entrepreneur Blog
The Rise To The Top: Entertaining, Energizing and Empowering Entrepreneurs

Getting Chosen By Customers: 10 Questions With Ivana Taylor

1. What is your marketing philosophy?

“It’s all about getting chosen.” That’s my marketing philosophy. It’s not about selling stuff or getting the word out. It’s about naturally attracting your ideal customer based on your core strengths. It’s about identifying those ideal customers whom you love and who love you back. And it’s about creating an offering that will make them choose YOU every time regardless of price.

2. Have you witnessed some re-occurring marketing mistakes? What are some pitfalls?

Being all things to all people is a favorite recurring marketing mistake we are all driven to make. It just seems counter-intuitive to eliminate some people from experiencing the joys of your product or service. But that’s what you have to do. When you find that ideal customer and what’s important to them, then set up a system that gives it to them when they want it and at the right price, you have truly hit a sweet spot. The biggest pitfall in being all things to all people is losing your differentiation. That means losing profits and ultimately customers.
3. You have an interesting background especially with working with such a large company in marketing. What did you learn by working for someone else?

Working for a large company made me see how utterly dependent we were on smaller suppliers. That showed me that every provider is important and contributes value – no matter how small the provider and how large the company. From a marketing perspective; neither small, nor large companies can afford to be arrogant or insignificant.
4. You are quite active on Twitter. What do you use Twitter for?

I use twitter to increase my sphere of influence; to connect with seemingly inaccessible people. I also use Twitter to learn new things and stay on top of the latest trends and tools for small business and social media. My most recent Twitter project is running a “Tweet Chat.” This is most like a chat room on a specific subject. It’s a great way to meet new experts on your area of expertise.
5. How can Twitter be used as a powerful marketing tool?

Twitter can be a powerful marketing tool if it’s part of a complete communication strategy. Twitter allows you to humanize your brand. It’s a terrific way to let your customers inside your world, your interests and even your head. Today’s consumers want to feel a connection with the people behind their favorite brands and Twitter way to enhance your web site, blog or catalog.
6. Does traditional advertising still work? Magazines/Newspaper/TV?

When most people think of traditional advertising, they think of mega brands like Nike – but these campaigns cost more than a small country’s gross domestic product! There is a place for traditional advertising but the key is identifying your ideal customer, what’s important to them, and where they go to get the info they need to decide what to choose. That’s what makes super-niched cable and internet channels so very exciting. It gives us pragmatic direct marketing fans an additional outlet to help customers the best offer for them.

7. Why do people confuse marketing and advertising?

Marketing is a process. Advertising is an element in that process. Marketing is the process of research, segmentation, targeting, positioning, developing a marketing mix (product, price, promotion and distribution) and implementation. Advertising sits in the area of promotion. I think people confuse them because Advertising is WAY more fun to create, experience and share than research, pricing analysis or distribution channel negotiation. Advertising is the soul of the message and the brand.

8. Are there big companies that entrepreneurs can learn excellent marketing from?

Excellent marketing doesn’t discriminate based on company size. My favorite marketing comes from innovative small businesses who build relationships with their customers. Southwest Airlines is still one of my most favorite companies. They don’t do fancy promotions, but everyone in their organization is responsible for creating a positive experience. That’s the kind of marketing I love most; natural, organic, memorable.

9. How will marketing change over the next five years?

I keep thinking that we’re headed toward a “Vanilla Sky” marketing future. The most memorable marketing scene in the movie is where Tom Cruise walks through a series of shops and the computer voice acknowledges him, maybe what he’s bought before and what he should buy next. I think we’re truly headed toward one-to-one marketing and cross branding. We’re almost there with Twitter and Facebook literally having applications where you can share your purchasing history with your community. The biggest challenge is where and how you cross into privacy issues.

10. If you were to pick the brain of three marketing geniuses, who would it be and why?

These questions always throw me. There are your academic marketing geniuses like Philip Kotler or Theodore Levitt, who defined the marketing function and process. I would ask them about what kinds of things they were focusing on when they defined the marketing process as we see it today and in what ways they would make adjustments based on the flow of information we have. Then you have the semi-academics like Al Ries and Jack Trout who got us really focused on differentiation and positioning. I would push these guys for more “how to find positions.” We all know we need one, it’s the practical how-to of getting there. But my favorites are the practical guys like Mike Michalowicz. I would want to know how they are able to convert the ideas they have in their heads into action and momentum so that they come to life. We are all marketing geniuses – but most of us get lost from idea to action. The geniuses are literally able to overcome that inertia. I love that.

Ivana Taylor is the Founder of Small Business Trends.

Live Passionately! – David Siteman Garland – The Creative Opportunities Specialist and Entrepreneurial Chameleon - www.therisetothetop.com

PS: Make sure to keep a look out for our next episode of The Rise To The Top THIS WEEKEND featuring how to attract passionate customers, special guest Dani Apted Sclottman Co-Owner/GM of the St. Louis Aces Professional Tennis, The Kairos Society Top Collegiate Entrepreneur, and much more. Tune in on ABC in St. Louis at 11 AM Sunday and online also on Sunday.

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Writing Compelling Content and The Future of Marketing: 10 Questions With Lauren Berger

Rise Underground: The Rise To The Top Entrepreneur Blog
The Rise To The Top: Entertaining, Energizing and Empowering Entrepreneurs

Writing Compelling Content and The Future of Marketing: 10 Questions With Lauren Berger

1. What is your background and how did you become involved in writing?

For me, it was never about BECOMING a writer – I’ve always been a writer. I actually wrote my first book at the age of four. My writing style has improved since then, but I still have that fragile little book. I started out writing for myself: diary entries, short stories, lyrics, etc. Then I graduated to articles and blog posts, as that medium became readily available. I also studied English Literature and History in college. I figured, what better way to learn about the different voices of the ages and the historical context in which they lived? Then I started STL Scene and was able to start publishing some of my stuff for mass consumption. The freelance gigs were just a natural extension of what I was already doing with that.

2. There is the old adage that content is king in writing. What are some tips on writing compelling content?

I’ll answer your adage with another adage. “Write what you know.” The easiest way to write compelling content is to write what you are familiar with and passionate about. Nothing comes through in writing better than a genuine love for your topic. That kind of energy just reverberates off the page.

3. What mistakes do you see entrepreneurs and aspiring writers make when perhaps writing copy or a blog?

There are a few… I think number one is, of course, inadequate proofreading. I once read web copy where someone had misspelled the name of the product they were selling! I sent an email to the webmaster and got an offer to write and proof their content. I also see a lot of people doing what I call “putting on the Mensa mask.” They fill their copy with jargon and technical terms in the hopes that people will think of them as an authority. Instead, they confuse the average reader and inspire them to turn to other sources for information.

4. How can one improve their writing ability? Is this something that can be improved?

Writing skill can absolutely be improved! It just takes a bit of effort. Practice is key – I make sure to write something every day. It doesn’t have to be much, but with practice comes skill. I also read everything I write out loud, to make sure that it flows well.

5. You also have a background in marketing and public relations. Tell us a bit about what you have done.

I started in marketing and PR as an entrepreneur. I had just started a business (STL Scene) and needed to figure out how to get our message to as many readers as possible. That was grassroots marketing at its’ best! We’re talking stickers and flyers. We actually had a street team charged with getting the word out. I also worked at Boeing for a time, as a conference planning manager and learned the ins and outs of planning an event. Recently, I have been involved with event promotion and PR for several area businesses. I also do social media strategy and content creation for small businesses and area politicos.

6. This Sunday’s episode is all about marketing. What mistakes do you see small businesses make in marketing?

A lot of business owners seem to think that price promotions = more customers. This is appropriate at times, particularly in this economy, but it’s not always the answer. When people pay a price for a product or service, they are attaching worth to it. I love it when businesses find a way to add VALUE to their product or service, rather than slashing the price. You’re not always going to create a loyal customer with a sale. You may just find a savvy consumer who is always going to be looking for the best deal, whether you can deliver it or not.

7. You have $0 and just started a company. How would you get started marketing? Social media?

I’m probably a bit biased – but I definitely think that social media is key. You really can’t beat the bang for your buck (or in some cases, lack of buck) that you get with social media. If you have a compelling product and something to say on the subject, media placements are also a really good way to get the word out. Just make sure you understand how the various media outlets work and cultivate a relationship with key players.

8. Has social media changed the marketing game? Which sites and why?

Social media has taken advertising power out of the hands of the marketers and given it to the consumer. It is a beautiful thing to see. Staying in touch with your customers and creating brand advocates has never been easier. That being said, if you aren’t responding to your customers’ needs in an effective way, you run the risk of creating some pretty terrible word of mouth. That kind of transparency will really affect your bottom line. Twitter is one of my favorite sites. There are all kinds of strategies you can implement to start dialogue about your product and really hear and respond to what people are thinking.

9. Where do you see happening with social media in the next two years?

I think that social media sites are going to find ways to monetize what they are doing more effectively, through ad partnerships and sponsorships. I also can’t wait to see what SM sites come up with in terms of cross-platform experiences. Sites like Ping.fm are already coming out with ways to manage multiple accounts from one source.

10. What marketing trends for entrepreneurial companies do you foresee being important over the next two years?

Well, I see trends taking root now that will be incredibly important over the next two years. Pay-per-click ads are going to video. Mobile eCommerce is growing at an incredibly fast rate. Remember Miller’s “One-Second Ad” during the Superbowl? Actually, I was watching something on TiVo the other day and I was wondering when someone was going to come out with ads that would just flash across the screen when fast forwarding through commercial breaks.

Lauren Berger is a serial entrepreneur, writer, marketer, trainer and sometime radio personality from Saint Louis, MO. She started her first business, STL Scene, Inc., at the age of 19 and hasn’t looked back since. She is currently the owner of V3 Creative, LLC, a PR/Marketing and Social Media Strategy Services firm. She loves teaching people to fish, SM-style and can also make a mean Cajun gumbo. You can contact her at stlartscommunity@gmail.com and find her on Twitter at @V3Creative.

Live Passionately! – David Siteman Garland – The Creative Opportunities Specialist and Entrepreneurial Chameleon - www.therisetothetop.com

PS: Are you a passionate entrepreneur or expert who has some valuable tips for The Rise To The Top audience? Let us know below or shoot us an email and you may be our next “10 Questions”

PPS: Thank you to the Toilet Paper Entrepreneur Michael Michaelowicz for listing our blog as one of the “Top 17 Blogs For Toilet Paper Entrepreneurs” We are honored to be in such AMAZING company!

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