by Mark Bloom | Jun 28, 2013 | Content Marketing
Ray Access and Search Engine Optimization
First, let us state that we are not in the SEO business. Our core business, however — writing blog posts, press releases, and especially website copy — can directly effect a website’s page rank. The problem for many online marketing professionals, SEO firms included, is that Google continues to tweak its algorithms for what it values … and what it punishes.
Past SEO Practices
It used to be that you could load up on backlinks — essentially, links back to your site from other sites, reputable or not — and enjoy a high page rank. No more. So here are some SEO tips. As CopyPress.com recommends, “create a compelling site (i.e., engaging content)” and “use social platforms to increase [your] visibility organically.”
At Ray Access, we see the new paradigm as a positive development. What is SEO after all except the process of positioning truly useful websites at the top of applicable search results? Google wants you to use its search engine, and so it works hard (too hard, say some) to deliver useful results every time.
Creating a Compelling Site
Again, advice from CopyPress.com, so you know it’s not just us making things up:
With so much content created everyday online, it’s not enough for a company to mass-produce dull copy and then push it heavily on every social site with a heavy paid social campaign. If you’re satisfied with a quick spike in your social traffic that will disappear as soon as your budget does, then by all means you should continue.”
Indeed, as we’ve been saying since Day 1, quality content will eventually win the SEO wars. Quality content attracts both search engines and potential customers. Quality content — without tricks or hidden costs — increases your website’s page rank organically.
Increasing Your Visibility
How does quality content do all that? People online often want answers. If you can deliver those answers in your particular field, people will find you, learn to trust you, and share your content. Yes, Virginia, quality content has “shareability,” and it’s a trait every business wants.
“Shareability” means that your content can go viral. It increases your reach on social media outlets as well as in search engine results. “Shareability,” in other words, increases your website’s visibility. And it all starts with quality content.
To learn more about how your company can benefit from the kind of quality content that we develop at Ray Access, contact us. We’re always happy to discuss our passion: clear communication.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Jun 19, 2013 | Writing
How to Master the Art of the Article Opening
Two of the most common openings we see for blogs, newsletters and marketing blurbs are:
“Well, here it is summer again and the kids are calling to come out and play, but we’ve got work to do…”
And
“I can’t believe it’s summer again and time for my next newsletter…”
Beginning an article is one of the most difficult aspects for unprofessional writers. Once they get started, however, the words seem to flow a little more seamlessly, and they can get to the point. Unfortunately, by then, many if not most of their likely readers (except for friends and relatives) have moved on to something … anything … better.
When Linda started on her first newspaper gig, her editor almost always cut the first line of her submissions. That first line tended to be mundane and uninformed (like the sentences above) or were filled with words she’d fallen in love with. (Don’t worry; she’s learned her lesson.)
Putting words on paper is one way to start a writing project — a task many people we know dread as much as public speaking. So take a page from Linda’s editor and start writing however you can, but then cut the first sentence or two. You’ll probably find the meat of your topic by the third sentence.
Write the Way You Talk
The next tip is to quit trying to impress your readers with your three- and four-syllable words, unless they’re college professors, medical doctors, or simple politicians. Do you normally talk that way? Probably not. Write like you talk and you’ll find the process so much easier. And your audience will find your writing so much easier to read.
You can get your message across without torturing your readers. If you have important information to impart, the last thing you should do is write really, really long sentences that cause readers to stop and ponder your meaning. Write crisp, clear sentences. Help your readers understand, especially if you’re writing an online article.
In the long run, through many trials and errors, even after overcoming my fear of not being good enough and trying to get it right the first time, trying to make it perfect and then even when I try, it seems I don’t get anywhere quickly, then I begin to feel like I can write a sentence that makes sense, especially when the words just don’t seem to come very easily and I understand how writers feel when they are blocked and can’t write anything. That’s hard.”
Ugh. Even though you may find this kind of run-on sentence in a daily newspaper or so-called professional magazine — don’t do it yourself. It may be counter-intuitive, but it’s much more difficult to make information clear and concise than to run on forever. Bite-size information is more palatable. Just like a good meal, you don’t swallow the whole thing in one gulp. You take your time and savor each bite. Let your writing be that way. Your readers will appreciate your brevity.
We Are Writing Pros
For professionals like us here at Ray Access, writing is an art, a skill and a talent. It’s our passion. We sit down at the keyboard and don’t stop until we’ve produced a great article anyone can read and understand. The writing task that you might agonize over, we long for. The words that you struggle to put down on paper, we can twirl and twist and type out with flair.
Our best writing tip? Either brush up on those dormant writing skills so you can compose straight, clean prose … or let us help you get it right. Words matter, whether you’re writing an online blog or marketing brochure. Don’t lose your audience before the final period.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | Jun 13, 2013 | Press Releases
What a Press Release Can Do and What It Can’t
Like blog posts, press releases often get a bad rap. “It’s tough to get noticed,” say some. “They are a waste of money,” say others. We’re here to set the record straight. It is tough to get noticed, but press releases aren’t a waste of money.
What’s a Press Release?
First, let’s define our terms. A press release is an article sent to the media by a company or organization wanting attention for something it considers newsworthy. There are two types of press releases: online and real-world. Both have pros and cons, of course.
Real-World Press Releases
A real-world press release gets sent to actual people: reporters, news station managers and magazine editors — those with a print edition product or a television or radio show. These are the people who decide what goes into print or out on the airwaves.
Ideally in this scenario, the business owner or public relations professional develops a relationship with the people working in the media. Then, when a press release is needed, it goes directly to the right person, who may view it more favorably than a cold call letter.
Obviously, real-world press releases work best for local news, where those relationships can flourish with the personal touch. Sending a real-world press release to a national audience is difficult without a public relations firm backing it. These firms exist because they have developed nationwide relationships with members of the media.
Online Press Releases
A press release directed to the Internet is a different animal altogether. Using a paid distribution service instead of a personal relationship, these press releases can gain worldwide access overnight. Better still, these press releases often remain visible (or at least searchable) for months or years or even longer.
The disadvantage is that they are impersonal and reach sometimes dubious outlets. Without a real person championing the release, they may be picked up by media desperate for any kind of copy at all — like business journals that reach mere hundreds of people… nationwide.
The Purpose of a Press Release
A press release, however it is distributed, should trumpet actual news. It should be directed to a select audience who might be able to use that news, or at least find it interesting. Often, that means a regional audience.
For example, a promotion to president of a nonprofit would interest business and nonprofit audiences. A new product that cures prostate cancer while restoring a full head of hair, on the other hand, would be of interest to roughly 50 percent of the world’s population.
Numbers Add Up
Furthermore, firing one press release into the media jungle will not likely gain you instant recognition. If your company or organization produces worthwhile news, it may still take time to get noticed. Develop relationships with your local media correspondents. Be prepared to wait.
Eventually, you will gain their attention. Eventually, you will be perceived as a reliable source. Eventually, your press releases will be published by the mainstream media. Eventually, your press releases will find their audience.
Before you blast a press release into the air, onto the page or into computers everywhere, consult a marketing or public relations professional. Make sure that the release is well written and targeted to the appropriate audience. Distribute it to the correct media. Finally, don’t expect the world to beat a path to your door.
For more advice about blog posts and press releases, contact us.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | Jun 6, 2013 | Blog Writing
Ray Access Works with You to Write Blog Posts
A common question we get asked is: “How do you go about writing blog posts for a new client?” Before we answer this very good question, let us provide some context.
What’s a Blog?
Blogs — originally called “weblogs” — began in the late 1990s as online diaries. Individuals wrote about their thoughts or experiences. They may have followed a theme or written free-style.
What made blogs different was that they were available to anyone through the Internet. In other words, these diary entries were public. Public and personal.
Business Blogs Arrive
So when business blogs eventually appeared, they had to go through several transmutations. What could a business say in a blog that would remotely seem personal? Businesses initially struggled with that question.
Business blogs matured into vehicles for outreach, consumer education, and industry insight. If they are well written and useful, these blogs reflect the personality of the company. They offer value and provide a place for interaction with some company personnel.
Today, a good business blog attracts search engines and potential customers alike while cementing the company’s authority in its given field. A useful blog benefits the company’s bottom line.
How We Work
So how does a third party, like Ray Access, even attempt to write blog posts for a company? What can a business owner expect from the process?
When we are hired to write a series of blog posts, we meet with company representatives to discover their target audience and dig into their field of expertise. Then we brainstorm a list of possible blog titles or topics. We present this to our client, who approves or selects enough to get us started. The company may also add to the list.
From there, it’s a straightforward process of research, writing, and editing. The first blog post we prepare requires a bit of back-and-forth with our client to refine the tone and the language, but we always present drafts well in advance of our deadlines for just this sort of issue.
Extra Credit
The blog posts we write contain keyword phrases as naturally as possible. Our goal is to prepare blog posts that people can read. Search engines, while important, are not the primary audience. We can also supply an image with the article for no extra charge.
Once our client accepts the blog post, it is usually the company’s responsibility to publish it. Then the cycle repeats itself, getting faster and faster with each iteration. When we run out of approved topics, we brainstorm another list. We will never run out of ideas. Never.
Now that you know how we work, try us out! We’ll even provide an estimate to write your business blog.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
