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Blogging, Web Content & Optimizing Profit Potential

Blogging, Web Content & Optimizing: What Do I Get?

By Suzanne McDonald

Blogging and developing web content are both time-consuming and/or expensive. An engaged audience at the Rhode Island Hospitality Association’s Marketing Seminar took notes and asked a number of great questions.

I explained how to save time and money with clear strategies and tactics I used with clients to ensure Designated Editor is as effective and efficient as we can be to boost clients’ bottom line. I focused on FREE resources and tactics to generate content and boost visibility via Google and other Search Engines.

Along the way I threw in some anecdotes about negativity, such as how to respond to gripey Yelpers, for example.  Take a look below and see what you missed at the Rhode Island Hospitality Association’s Marketing Summit.



Master B2B Video Marketing | BrightTALK video webcast

Get camera-ready and start focusing.  The trend of using rich media, such as video, on business websites is increasing. Audiences have been engaging actively with rich media websites, generating higher visibility.

How can you incorporate video in your marketing campaign? How can you use video on your website to lure business followers?  And, how can you make this video exciting, and purposeful?

This BrightTALK video, featuring experts from Edelman and Velocity Partners, discusses the best practices in B2B video creation, including how to use video in marketing strategy and current trends.

Watch the BrightTALK video on how to make video!

Versatile video

  • Storytelling: Create a beginning, middle, and end
  • Can use in all marketing tactics: Teaching, demos, etc…
  • Video works in increasing views for all businesses

Content is king

  • Create depth and vision
  • Aim for engagement
  • Structure videos strategically
  • Be an authority on your topic
  • Represent your brand

Content characteristics

  • Purpose: Nail objective & story
  • Tight script
  • Expert generated
  • Establish trust
  • Transparency


  • Track how long people watch
  • Track sentiments, measure comments
  • Analyze results and then adapt

Best practices

  • Fit your audience: “If you speak to everyone, you speak to no one”
  • Humanize messages
  • Summarize points at beginning of video
  • Visuals, use graphics
  • Be careful with comedy, avoid “cheese”
  • Practice, create natural flow

Example: Video savvy Pete Matthews & ‘Meaningful Money’

It’s your turn, start creating your B2B video

  • Establish objective & strategy
  • Find your story
  • Use team of experts
  • Create several videos
  • Embed on YouTube, go where your audience is
  • Engage audience

Use video marketing to increase your B2B visibility. Standing out with strong content is necessary, so be sure to create a purposeful and informative story that targets your intended audience.

On a final note, remember video is only ONE  part of your marketing campaign.  After sharing your video, keep conversation going with your target audience. Tell them a story, while creating a strong relationship with them.

For more expert insight, check out these tips from professionals in the video-marketing field:

Social Media Bible by Lon Safko | Video Book Review

The Social Media Bible: Tactics, Tools and Strategies for Business Success, Second Edition – by Lon Safko

The Social Media Bible is a 700-page “encyclopedia”-esque book is best used as a resource where you can pick and choose the sections you would like to read.



  • Target audiences could be better defined for different digital platforms
  • Usability is difficult & descriptions could be better
  • Introduction section in most chapters is excessive
  • Expert interviews do not always relate to their respective chapters

The Social Media Bible, second edition, By Lon Safko

Publication date: October 28, 2010

Bottom Line:  “Cherry-pick” your way through this book.  Case studies are useful for tips but target audiences for different platforms needs to be redefined.

Make your business socially, behaviorally, emotionally intelligent

Chip Conley

When analyzing consumer buying behavior, folks down at the South By Southwest Interactive Festival found themselves at the crossroad of psychology and business, with Chip Conley acting as the crossing guard.
Chip Conley is the CEO and Chief Emotions Officer at Joie de Vivre Hospitality, a company he founded two dozen years ago. Chip’s years of experience and best-selling books helped him to create his talk, “Emotional Equations to Connect With Your Customers,” which aimed to help business leaders understand how to be more emotionally intelligent in the workplace.

Unpack your emotional baggage

  • Despair = suffering minus meaning. Suffering is a constant, meaning is a variable. Meaning lessens suffering.
  • Fear is used systematically to control, suppress and get people to do “something.”
  • When going through bad times, a company is a sweatbox.
  • Study: Women who had teen depression vs those who did not – the former were much better able to handle being a widow later.
  • Stress early in life builds long-term courage and resilience, builds emotional muscles.
  • Anxiety resolution: Chart what do I know/don’t know, what can I influence/can’t.
  • Disappointment = Expectations minus reality.
  • Disappointment is usually the result of poorly managed expectations.

Happiness and business practice

  • Happiness = wanting what you have/having what you want
  • Happiness = practice gratitude/pursue gratification.
  • Happiness = wanting what you have divided by having what you want.
  • Solace and comfort comes from consumption, replacing religion?
  • Bhutan – forget GNP – try gross national happiness.
  • Hedonic treadmill, whatever we get is what we want, we want more, which yields unhappiness.

Our basic needs to survive, succeed, and transform

  • Meet expectations, meet desires, meet unrecognized needs, but unrecognized needs will become expectations.
  • Transformational companies focus on the unrecognized needs of their customers.
  • Between stimulus and response is a space to choose our response.
  • We all aspire to self-actualization, but how do you make it for a company? Many great companies used it.

Buying behavior

  • Buying behavior is driven by unconscious thoughts. 95% of thought, emotion & learning happen w/o consciousness.
  • Identity affirmations play a huge role in consumer behavior. What does the product say about me, self-actualization.
  • People identify with things they aspire to be. Shopping is buying identity.
  • The more options we have, the more opportunity for regret.
  • What does a self-actualized customer looks like?

4 ways to succeed

  • Help meet goals
  • Allow expression
  • Feel part of bigger cause
  • Offer real value that they hadn’t imagined
 Want to learn more about Emotional Equations? Check out Chip Conley’s Prezi presentation for free.

Nurturing Your Network With New Media | American Society of Picture Professionals

If “a picture says a thousand words,” shouldn’t you share it with a digital audience?

Nurturing Your Network with New Media | American Society of Picture Professionals

Photos courtesy of Carlton SooHoo of Panospin Studios

Pinterest, Google+, Facebook, LinkedIn, Flickr:  There are many new media platforms that you can use to share your work on the Internet.  How can you use new media to benefit your business?  Which platform should you use?  Can new media really help with art-oriented initiatives?

Boston University’s Photographic Resource Center and American Society of Picture Professionals asked Designated Editor President Suzanne McDonald to present how to use new media to grow and strengthen your photography business.

During this seminar, Suzanne taught the audience how to develop and maintain contacts, find influencers, what the best digital tools are and how to successfully integrate digital platforms for increased visibility.

The following are key takeaways that you, as a photographer, can use in the digital world:

  • Start investing in a platform where you can control the content (owned media):  Create a website, write a blog, create a Twitter account
  • Generate strong content: Hook and learn about your audience, integrate key/buzzwords, update often
  • Continuously add new content: The more content you have, the more feedback and analytics
  • Use titles and descriptions in all posts
  • Establish conversations: Circulate a newsletter, use social media, enable comments
  • WordPress and Wikis are two sites for creating a digital presence

  4 stages to new media effectiveness









Tools for optimizing content and growing your network

  • Google Alerts – Drive blogs/content
  • Wildfire – Find influencers/audience

Influencer tools

Social media campaigning

  • Create brand personality
  • Place your content in the channel(s) you share with influencers
  • Monitor, engage, integrate
  • Target and type your audience; then create Facebook ads directed at them
  • Host events

Social media optimization and measurement

  • Look at your connections and conversations, and measure results
  • Calculate your ROI, are you getting desired results from your effort?
  • Maximize ROI: Focus keywords/vocab, connect with influencers, discuss new topics
  • Change your strategy: Engage more? Use more photos? Curate new content? Be timely.

The world of new media can seem daunting, but think of it as an art form that needs to be mastered: You have a blank canvas and a lot of ideas going on; sort through your options, be observant, smart and respond to your stimuli and audience.  Try it out: Strategize but have fun and be creative!

Nurturing Your Network with New Media | American Society of Picture Professionals

Photos courtesy of Carlton SooHoo of Panospin Studios