Writing for Social Media

WRITING FOR SOCIAL MEDIA: BLOGGING
OPEN THE FLOOD GATES
TO NEW CUSTOMERS & INCOME STREAMS!
Presented by Karen Huller
© Charésumé, LLC 2013 Unauthorized copying or distributing is prohibited

Writing for Social Media
You will learn:
 How to pick topics that create buzz and
exponentially increase your visibility
 A secret method to finding your unique voice so that
you attract your target customers like a magnet
 A writing "recipe" that will cut your writing time in
half and more WHILE improving the quality of your
content
 A trick for proofreading that will make you sound
smarter

Financial FREEDOM!
 Who is in real estate for it?
 What does it mean to you?
 What are you willing to give up for it?
 Who do you need to be to gain it?

YOU!
 Blogging works best when it is intimate/compelling
 Let people in; allow people to know you
 Be your BEST, AUTHENTIC self
 Let your personality shine!

ME
 Passion is helping people make money doing what they love.
 Student of emerging technologies
 Gamification
 Mobile Technology
 Social Media is a favorite tool that I study, apply and teach.
 Most of the people I work with are job seekers.
 13 years in the employment industry
 Sourcer (I find people)
 Recruiter (I sell them opportunity)
 Certified Pro Résumé Writer/bios/online profiles (I brand them)
 Career Coach (I teach people to promote their brand)
 Real Estate Investment tinkerer
 Bird dog
 Wholesaler
 Tax Deed Investor

Let’s learn more about you
 Who here has done it? Share your experience…
 Who here has been a speaker?
 Who is here to use blogging to expand their real
estate business?
 Is anyone here to find out how to use a blog to
create a supplementary income stream?
 Did you know you could do that?

GET STARTED - Assess your goals
What are you trying to do? YES! Make money, but what is
your method?
 Become a thought leader
 Sell courses (information marketing)
 Public speaking
 Be the agent of choice
 Grow an e-mail list to share exclusive deals
 Generate a following; have people come to YOU
 Upgrade deals; establish trust with high net worth
individuals

What is a blog?
 Started as online journal
 Now includes pretty much any page on a website
where content is rotating
 Listings/Classifieds
 Opinions
 Advice column
 Reviews
 News/Journalistic
 Commentary
 Sensationalism
 Gossip

Even this is a blog

How I found it…
© Charésumé, LLC 2013 Unauthorized copying or distributing is
prohibited
Philadelphia Business Journal Blogger Guide:
 Philadelphia's only Real Estate Blog that focuses on
Center City Real Estate, as well as on Center City
neighborhoods, restaurants, shops and events. Find the
out about every Center City MLS listing as soon as it hits
the market, as well as the most up to date
neighborhood news as it happens.
The next Blogger Guide will appear in September 2013. Space is
limited to 17 participants. Want to reserve your space today?
Contact Patrick Ayling at (215) 238-5127
or payling@bizjournals.com.

What's so big about blogging?
prohibited
 New, high quality content increases Google rankings
 Which leads to visitors
 Which you convert to customers (THE KEY)
 You can have as many blogs as you want and reach
various audiences – consumers, partners, affiliates,
enterprises, etc.
 Use it as a vehicle to create income streams
 Information/content marketing
 Google Adsense/affiliate revenue
 Paid subscriptions

Answer some key questions
prohibited
 What do I write about?
 About what do you have a lot to say?
 What are other people writing about?
 What if people don't agree with me?
 Does everyone have to like you, or just your target audience?
 But I'm not good at writing; can someone else just do it for
me?
 Yes! Then, in which cases is this the best route?
 How do I get people to read it?
 If a tree falls in the forest…
 But I have a newsletter; isn't that good enough?
 Are you realizing the results that you want from it?

Know your audience
 Who is your PRIMARY audience?
 Other real estate agents
 Wholesalers
 Homebuyers
 Distressed homeowners
 Investors
 Developers/Contractors
 NICHE – why?

Know your audience
 Who is the PRIMARY audience?
 Real estate agents
 Commercial
 Residential
 Wholesalers
 Individuals
 Cooperatives
 Homebuyers
 1st time
 Retirees/Empty Nesters
 Growing families
 Distressed homeowners
 Pre-foreclosure
 Bad credit (seller financing/lease to own)
 Investors
 Flip
 RE-backed returns
 Notes/Tax Liens/SF/MF/Commercial
 Developers/Contractors

Know your audience
 Are there special considerations certain
demographics have?
 Who will relate to you?
 Self-made vs. Educated/pedigreed
 Female vs. Male
 Generations/Ages
 Conservative/Liberal
 What qualities are important to them?
 Where are they going for help?

Who do you relate to?
And who relates to them?
 See who/what companies people “like” on FB
 Twitter suggests?
 Check who follows the thought leaders you like
 Evaluate their posts
 Tone
 Content
 Who are they re-tweeting/who is RT them?
 Follow their links – what content/sites they promote

FIRST ORDER OF BUSINESS –
WHO ARE YOU?
 You will need to answer this question for your
audience before they care what you say!
 What is important for your audience to know
 Challenge – Being objective
 Do some market research
 Create some polls
 Use social media to get conversations started
 See what your competition is saying about themselves
 See what your target audience is saying about
themselves

Research your competition
 Who is out there providing content right now?
 One-up their content
 Newsjacking
 Progressive trends
 Controversial
 Un-captured audience
 Where are they reaching an audience?
 Where are they absent?
 Where do you agree/differ?
 Follow them over time
 Request to partner with them (capitalize on their following)

Content components
 Research what is trending
 Evaluate big hits in short time or long-term relevance
 Twitter #, Google/YouTube keyword tools
 Watch/read the news – Keep a list
 What issues are important to your audience
 What are trusted resources reporting on
 User groups/Online communities
 What is your audience struggling with?
 FAQs
 Keep the content related to one MAIN keyword
 Call to ACTION!
 Test your content – ask for feedback
 Make it a conversation – LISTEN!
 People that know you – are you highlighting your strengths?
 People in your target audience – are you resonating?

Content preparation
 Download keyword lists, make folders, sort the data
 Make a list of questions you procured, or have been asked about keywords
 What is the #1 thing to avoid/biggest mistake made
 Top 3 signs, keys, secrets
 Stream of consciousness recording and dictation
 Dragon
 SpeakWrite
 App store, Google search
 Send it to your e-mail, drop it in a document storage app
 Google Drive
 Box.net
 Color code
 Highlight text related to similar topics
 Create separate documents and copy and paste content (it’s okay to duplicate)

But I don’t like writing…
 Plenty of options, and it’s OKAY
 Hire other bloggers – Cheap resources
 Use a content management system
 Article libraries
 Posting tools
 Article spinners (others may use the same content, but you change it enough for
Google to like it)
 Disclaimers: Still have to make it personal
 Don’t use others’ personal experiences as your own
 Infuse content with your own touch/anecdote
 Say things as YOU say them (why you dictate)
Make sure you signed in and wrote your information legibly: I will send a list
of resources in addition to this presentation as follow up!

Platforms
 WordPress
 Press This – easily store links to others’ content
 Great for making primary website
 More widget functionality (so far)
 Blogger
 If you are using Google+ for primary community mgt
 Tumblr
 Good for picture-driven fields (like RE)
 Custom-designed on website

SEO – keyword optimized content
 Tags/keywords
 The SOC (Stream of Consciousness) should help
 Make sure that the content you highlight includes
keywords OR infuse them back into the content
 Write 140-character and 200-word descriptions
for sharing that ALSO include keywords
 Tags
 Individual words and related phrases (in quotes)
 Misspellings

SEO – keyword optimized content
 Title
 Include 1 major keyword, and 1 minor if possible
 Between 38 and 47 characters
 Lists (Top 3), Secrets, Why/How/When
 What grabs your attention – “You won’t believe it!”
 Something completely NEW – never before revealed
 Be aware of spam triggers
 Free, video, sample, punctuations
 Include action words that instill a sense of urgency
 Now, today, until midnight

Editing
 READ IT OUT LOUD!
 Use an accent
 British – to sound smart
 NY – tongue in cheek; in your face
 Valley girl/boy – Down to earth, relaxed
 Hispanic – exotic (Sofia, Salma)
 French – romantic
 Morgan Freeman – soulful, wise
 Hire a service – (I can do it!)
 Get at least 2-3 people to review the content
 Plan ahead – set goals for completion and release
 Ensure your editors have time to review it

A few notes about SEO
 Google uses Facebook and Twitter as a ranking
“signal”
 Number AND QUALITY of backlinks
 Authority sites - high-traffic credible sources
 Mashable
 Huffington Post
 Relevance of content to keyword searches
 90-100 days of adding content to your site will
establish your site as an authority
 Start out slowly and test your results vs. goals
 Enable/Check analytics

Impact on SEO and analytics
 Google analytics
 External videos/images have tremendous weight on
rankings AND click rates.
 Video loopers – stock or your own (just google it)
 Stock images – worth the investment plan or individually
 Will take months to generate using acceptable methods
 Backlinks can be generating by sharing on other sites
 Demographics – Are you reaching your target?

Sharing
Where is your audience going for answers?
 YouTube/Vimeo (put your blog link in comment on other videos)
 Partners! (highly followed partners, Twitter piggybacking)
 Social Media
 Authority Sites
 E-mail lists – Constant Contact, iContact
 Auto-responders
 Squeeze pages
 Paid subscriptions – a whole other presentation!
 Blogs/Vlogs/Articles – AUTHORITY SITES!
 Comments/Discussion threads
 Press Releases – PRWeb, BusinessWire, My PR Genie (trials)
 Media outlets
 Advertising

BLOGGING: MAKE $$
PRESENTED BY KAREN HULLER
Thank You!
Twitter: @charesume
LinkedIn: www.linkedin.com/in/charesume
Pinterest: http://pinterest.com/charesume/
YouTube: http://www.youtube.com/charesume
Blog: http://charesume.wordpress.com/
www.charesume.com (about to be revamped)
Karen@charesume.com 610-888-
6939

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