7 steps to write a great article for your blog

A blog is a good way of communication and to share knowledge and experiences. More and more companies, organizations, institutions and professionals on an individual basis are betting on this medium. And you, do you know how to write a great article for your blog? We explained 7 basic tips to get you started.

  1. Think about a topic that will interest your readers. Knowing your audience is crucial when you start a writing. What are your concerns? What needs do they have? What does your audience like?
  2. The title should explain the topic of the article, capture the reader’s attention and contain the keyword. The title phrase is responsible for making the reader decide whether or not to read the article below. You can approach it in the form of a question or an affirmative sentence. The title, in addition, must contain the key word, that is to say, that word or words that the reader will write in its search engine so that as a result you leave your article.
  3. Treat the reader with an informal attention. A close treatment is more direct and personal and engages a lot more, since it is more natural than treating them in a formal way.
  4. Highlight some phrases in your article. To lighten the reading, it is advisable to highlight sentences within the article, either within the same text or in the form of subtitles. The highlighted words help the reader to get an idea of what to do next and, at the same time, make the reading more enjoyable.
  5. Select a descriptive image. We all know the phrase “an image is worth a thousand words” and the article of our blog must be accompanied by a photography that explains with a glance what the article is about.
  6. Repeat the keyword twice or three times within the article. To get a good indexing of the article in search engines is very important to repeat within the text the word or keywords (which we have put in the title) distributed by the different paragraphs of the text.
  7. Pay attention to the closing of the article. At the end of your article, make a brief summary of the theme you have tried to reinforce the reason why you started.

Now you know the 7 steps to write a good article for your blog and to build little by little your personal virtual brand or the company, organization or institution you work for. So, it’s time to think about what you want to talk about … let’s type!

How to hook your audience with your web or your networks

It is clear that today we cannot even wonder that the main engine of a company, that attracts our audience, are the social networks and the web with its blog. However, it is not enough to keep them active and update them, but it is necessary to have to be good at the task, knowing how to hook your audience who expects a bespoke content.

In order to maintain a good communication with the client it is necessary to adapt ourselves to the public, to know it, to know what it wants, what age it is and also its concerns, its objectives and its beliefs; all this is going to be important to be able to target our content. To have a good start is fundamental, to connect with the public with hook, that is to say, to start an article with some subject of his pleasure, with interesting videos, with attractive material, is going to be a success.

The duration of the content, especially the audiovisual content should not exceed two minutes more or less, it is a space of time that does not bore, tires and can be easily followed. The topic should be well summarized and exposed in a way that draws attention, containing something that engages the reader. Also, it may be crucial to insert subtitles in videos because, according to studies, audiovisual material is viewed quickly and without sound, through social networks. Putting subtitles will help create that engagement with your target audience.

Audiovisual language is an important point in communication, it must be clear, concise and concrete, it can be accompanied by signs, infographics or photos. To inform clearly, it is important to clarify, explain only what is relevant, taking into account that the reader will see the video once and will not go back to reread what has not yet understood.

Do you have a social network addiction?

Today we all carry a mobile phone with internet connection and we consult daily the social networks. Together we have created the need to be connected all the time, to share what we are doing and to know what are doing our friends or brands we like. Can we consider that we have addiction to social networks?

According to the survey Navegantes en la Red, published by the Asociación para la Investigación de Medios de Comunicación (AIMC), almost 80% of Spanish say that they connect to social networks daily.

Facebook, Twitter and Instagram are the pioneers where we post photos daily, we share our opinion, we share news we like … and we hope our “friends” discuss or give us the expected “like”. Even, perhaps many of you when you get up and before going to bed, take a look at social media to see what is going on there.

But … when we consider that we have a social network addiction?

Being stuck all day in the mobile and social networks can be harmful to our health if the consumption is excessive and becomes sick. If you can not disconnect at any time of the day, if you have the need to look at any time if you have a back like, or someone close to you has updated their profile, or you want to know who is are connected to the chat … when you lose control, then it appears theaddiction.

Reaching this point means that we ignore the real world and we forget our daily obligations: the studies, work, family, friends… to end up living in an imaginary world that absorbs us that much that we stop living our lives. If you find yourself in this situation you have an addiction problem that surely causes you stress and anxiety of compulsive need to connect at all hours.

Our advice: do not let social networks control your life, i’ts you who is in charge and who should decide where to go at all times. Take advantage of being connected to social networks to be informed of what is happening around you (without becoming obsessed). Gets in touch with your childhood friends, hold more frequent contact with your beloved ones that live far from where you live, Let’s know offers and news from the brands you love … Have a responsible use of social networks and capitalise on it, keep away the health problems.

Effective communication in a company

It is clear that an effective communication is essential during the day of any human being, whether a person dedicated to teaching or one that does not have contact with people at work and is dedicated to programming operating systems.

For any type of relationship,ccommunication is a basis, everyone knows it, it is obvious, since it is a firts-rate necessity, a baby communicates crying when he is hungry and a dog moves its tail to tell you that it is happy. But beyond trying to explain something, what are the keys for an effective communication?

Communicating means that the message you want to transmit arrives in the right way, so it is very important the role of the person who is in charge of external communication, meaning the display facing the public of what we want to convey.

Thus, it is necessary to take into account the different acts that are developed in a communicative sequence, the locutive act, the illocutive act and the perlocutive act. By locutive act is meant the phrase, the concept, in other words, what is said; the illocutive act is our intention, the effect with which we say things and the perlocutive act is the way it affects the receiver. It is important to know how to differentiate these parts of the communication, to know well what we say and how we say things, considering how they will affect our audience, thing that we should know.

Information is gold and not everyone is able to know how to transmit it, it is necessary, thereby, for a company to know how to communicate in a cooperative way, that is, following some maxims that will get quality to information. It is necessary to take into account the quantity maxim, to give the necessary information; The quality one, that refering that information is true; The one of belonging, it is necessary to be relevant, and the one of way, to try to be clear and not very ambiguous.

In this way, effective external communication can be guaranteed, but we must not forget the importance of internal communication, in a horizontal and not descending and hierarchical sense. The communication between the staff will be vital to communicate in an external code and to have clear corporate identity and to have a good position in the market.

Life without Google in a PR agency

The world turns and everything changes. No business in the world remains intact over the years and you have to adapt. No secret. PR agency has not been an exception.

When I started in the world of communication about 15 years ago, press office was very different. There were relatively few media (all offline), they had editors on staff and press releases were sent on paper by post.  We attached the photos in slide format and spent a whole morning putting the press releases into envelopes, printing labels and putting the slides in a plastic cursed to protect shipping.

It seems unlikely but it was so.

Online media did not begin to gain weight in the clippings until much later. PR agencies considered online impact had a lower value and customers still wanted to see themselves printed in a newspaper. Because it gave them credibility and immediate release and it was cool too (not cheating).

Since some years ago the weight of online media is growing, and the crisis has deepened it. While the paper format is only a day old before it ends wrapping a sandwich, or as provisional carpet covering a wet floor, online publications give us a link that Google and SEO positioning worship. Who, with less than 60 years, buys a daily newspaper in the newsstand?

In recent years, bloggers, YouTubers, instagramers and influencers several have also appeared. Ordinary people talking about a specific topic with a loyal public which is also segmented by that specific interest. Many of them bring together hundreds of thousands of followers who believe at face value any advice that the influencer tells them. In many cases they write and make great pictures of the product and give their honest opinion.

I must admit that at first I looked with an air of condescension and did not have a positive opinion about them. I take it back. Most bloggers with whom I’ve contacted are great professionals, are friendly with PR agencies (I’ll spare comments and comparisons with editors of traditional media), do not typically charge for publishing content (if this is in line with their usual theme) and they are able to reach hundreds of thousands of readers (in many cases it exceeds readers on magazines).

And this is how, in dosymedia, the database of journalists has grown with a parallel database of bloggers and influencers sorted by subject. A curious fact: in the beginning we had a column with the number of followers of each influencer in each social network but we’ve erased it, because it turns obsolete every week. While traditional media are losing readers, blogs gain adherents. Be aware, people! The world turns and everything changes.

The briefing, the starting point of any communication strategy

Would you like to improve your brand reputation? Do you want to publicize your organization? Are you looking for increasing the sales of your business? Do you launch onto the market a new product or service and you do not know how to communicate it? Do you organize an event and you want to give it visibility? If you have answered yes to any of these questions, the first step is doing a briefing.

The briefing contains all the necessary information to implement a communication project and to start working hand in hand with a PR agency or the communication department of your organization.

This report does not need to be very extensive, usually with 2 or 3 pages is enough. Its purpose is to achieve the goals that your company wants. 

Briefing structure

  • Description of the company: what do you do? What are the products or services that you sell? What is your current situation?
  • Target of the company: who is your audience? (children, youth, adults, families, men, women, persons with a particular profile…)
  • Messages: the idea that you want to receive your target and its arguments.
  • Competitors and references in the market: defining sector companies that you consider direct competitors and the organizations that you think that are a reference in the market.
  • Highlight your potential: why your company is different from the competitors? What value can you bring to the market?
  • Mission and company values: what is the philosophy of your brand?
  • Objectives: what do you like to achieve?
  • Budget (recommended): define the amount of money you want to invest is often a good guidance to direct the strategy.

With the briefing, the PR agency can know the main features of your company and what you want to achieve. After analyzing it, we prepare a proposal with different strategies to follow. Then, we start with the execution of the communication plan.

ElRubius, a guru of digital marketing

I do not give credit. I am outraged from my perspective as a professional in communication and marketing.

El Mundo published a tendentious interview with ElRubius. You may wonder if “elrubius” is a singer? A famous sportsman? A talk show from a TV reality?

Do not.

He is a videoblogger with, hold on tight, 16 million subscribers to his YouTube channel, including my son within most teens and tweens in Spain and Latin America.

In his videos you can see him playing a video game while you can listen to his comments (that I find very funny, let’s say) or sometimes, recording himself talking about a topic related to his life.

I’m not kidding, I’m from another generation and cannot achieve to get engaged to his videos, but as professional in communication, I yield to his achievements and look at him as a guru of digital marketing who has managed to understand what new generations want.

Amancio Ortega did something similar when he understood that women no longer want to buy a dress that lasts a decade but prefer to buy more pieces of lower quality but more frequent replacement. And that, people, revolutionized the world of fashion and retail distribution. You might be Zara’s customers or not, and you might have your reasons, but certainly Ortega saw what any of his competitors did not see. He stepped forward and led the market. And I do not know any media that interviews him without giving awe to his empire.

But the elRubius interview seems to me a horror for the content and form, since the interviewer gives his personal opinion continuously, which as a reader I give a damn. This newspaper seems anchored to the past and I think this interview is disrespectful with a 25 years guy who, like it or not, has managed to excel in its sector.

It is true that readers of El Mundo are not young and maybe they like this article for the condescending tone used, but you know? They don’t have young readers now and it seems they won’t.

At the moment, elrubius has already counterattacked with a video “Tired of the press”, which in less than 15 hours has already achieved two and a half milion views.

You know … bread for today, hunger for tomorrow.

If no market, no business, the law of every enterpreneur

Yes, this is the fundamental law of every entrepreneur. Some people are born with the gift to detect market needs before anyone else and that makes them gurus and visionaries.

One of my favorite examples is Steve Jobs, who managed to create products that, in most of his presentations I felt they were completely useless gadgets, and they ended up becoming real hits that other brands were quick to copy (see the ubiquitous tablets currently used for all).

There are also those who believe themselves gurus but their product does not meet the real needs of the market or are really stupid. And then, finally, there is the Japanese market that my Western mind is very far from understanding. A few days ago I found a curious Japanese company that rents IKEMESOS or “boys who comfort you when you cry after work.”

Do you believe it?

A website allows you to rent, for some yens, a boy during an hour who hugs you and dries your tears gently. And oh! The service is tailored to the desires of the tenant: a dentist, a “yankii”, a cool guy …
You see, the idea is simple, paying a stranger to dry your tears after a day withstanding your boss.

Sorry I can’t confirm if the idea of this business is thriving because I don’t know the Japanese market, but I promise to investigate.

Meanwhile, here is the link to see the offer of Ikemesos: http://ikemeso-office.com/

7 tips to appear in the media

What is known as press office is precisely convert the daily activities of a company in news for the media.
It is not easy to appear in the media but not impossible. It’s a matter of learning how to attract the attention of journalists, how to relate with them, and what to do for them to write or talk about you. Appearing as informational content in a media can bring the company major visibility than an advertising campaign, in addition to reputation, improving your brand image and positioning as a leading company in its sector. This is important because it reinforces the confidence of its customers and consumers.

As a starting point, you have some guidelines to appear in the media so they can talk about your company.

  1. A good press release: This is not just a text that is sent to all journalists, but the presentation of a story, converting the daily life of your business in an event, a media event. The press release should carry a specific format, with a clear and objective writing, they are drafted so as to provide as much information in few words and the most relevant data are arranged in headlines and first few lines. Do not forget that a press release is an informative text that is sent to be published without payment, so it should be interesting.
  2. Proper communication policy: advertisements have lost much of their credit, the content of the messages do not come and it has lost their effectiveness. But if it is incorporated into a global communications plan and is complemented by a press office, it will be more effective. It is important to study which is the best strategy for each specific need in order to get better results in the media.
  3. Prepare and plan the press office: although initially it may seem that you are not writing and sending press releases and thus wasting opportunities, it is just the opposite. It is important to first define which are the media you’re interested in appear in, which is the target, what message we want to give, and which is the goal of appearing in the media. And take the opportunity to create a press kit, a document that presents the company to the media that the agency sends to journalists when contacting them.
  4. Identify objectionable content out in the media: All companies can generate interesting content for the media, the aim is to identify the likely content out in the media. In this case the external point of view, experience and professionalism of a PR agency is key to differentiate what the company considers news than what it really is. In addition, the agency will tell you how to present it to the media so that it captures their attention and interest and draw attention to an important message.
  5. Differentiate from the competition: knowing which is the communication of your competition and analyzing it is basic to find our differential value. Thus, we can provide content of interest to the journalist and detect the strengths and weaknesses of your competition. It is to take action and be active in the media so that our potential customers find us before they find our competition.
  6. Find the reporter who can write about your company: select where to send the press release. Investigate what section would fit the statement, and tailor the message if we can fit into more than one type of medium. We also have many different themes and media field, so you have to classify and detect what may be interested in publishing about our company. Quality is more important than quantity.
  7. A good spokesperson: a person who can attend the media is important because it will be the face and voice of your company. A good spokesperson can be formed following a few tips and guidelines. Good presence and good corporate photographs will make the journalist to devote more space to the news, and especially in printed print media is a really interesting factor to consider.

In short, it’s about generating interest and impressing the journalist either with current actions, proximity actions, telling a fact, causing intrigue, innovating, creating controversy or thrilling.
Therefore, we recommend you to get advice of a specialized PR agency, who knows how to detect the news, write them, get to the journalist and achieve media coverage. The PR agency meets patterns, processes, has a good database of journalists, has the right contacts and above all, because it devotes all its time to get your company to appear in the media as a reference.

5 reasons to hire a marketing agency

Do you remember the old Western movies? I’ve always loved those characters perched on a cart shouting the virtues of miraculous products, with an impressive verbiage, who were able to sell a hair grows to anyone.

These were the forerunners of marketing.  But only they had two great advantages: the first one is that the American plains of Nineteenth century had no major competitors (it could be weeks or even months before another peddler passed through the same town, so any offer must have seemed an unparalleled opportunity). The second advantage was the communication channel they counted with. It was enough to park the cart in the middle of the dusty town, make some noise or draw attention to a jumping monkey, and voilà! The message came completely to the target audience.

But, unfortunately, we are in the Twenty-first century and every day we are faced with a jungle of advertising, sponsorships, social networking requirements, adds on buses, offers that enter into our inbox, flyers in mailboxes, banners and pop-ups while surfing Internet, stoppers on the shelves of supermarkets, discounts checks of our favorite shops …

I guess you understand that I totally defend the recommendation to outsource your company’s communication, and to hire professionals specialized in marketing to help you tidy up your communication. Essentially, because of these five reasons:

  1. Knowledge of the tools and communication channels on which to base a campaign.
  2. The ability to establish order and strategy and based on the real needs of the customer.
  3. Experience in detecting opportunities to identify and reach the target who will purchase the product or service.
  4. Ability to provide a realistic, objective and external view, untainted by the daily.
  5. The costs of outsourcing the department of communication and marketing are usually lower than the incorporation of qualified professional staff.

So, if you want us to lend you a hand, no more to say. Here we are