Saturday, September 12, 2020

How To Write a Blog

As a content marketer, I write blogs - a LOT. I recently had a client ask me what I needed to write a blog post for them, and I was able to list these steps:

1. Define the blog post's objective - What are we trying to accomplish? Driving leads to fill out a form? Improve web traffic for a particular key words? Freshen up website content? Provide content with an alternative voice to the rest of the site? Defining the "why" will help inform the "what."

2. Share resources - Ask for reputable websites or other sources to get the facts you'll need to write content.  Don't be afraid to excerpt, attribute and link back to other sites.

3. Do a SERP search - Using tools such as, do a a search engine ranking page (SERP) analysis and find top ranking sites on the subject you are writing about. Then use excerpts and link out to these sites to help your blog SEO.

4. Highlight important keywords - What are the most important keywords and key phrases you should include in the blog? also lets you research top keyword searches for whatever subject matter you are writing about. Then put those important keywords in the blog title, subhead and throughout the body copy in a way that works for both the web crawlers and the human readers.

5. Optimize photos and videos - If you embed photos or videos, be sure to use captions and alt tags. This helps with the overall SEO for the blog.

6. Ask for Subject Matter Specialists - Depending on the subject matter, you might ask your client who is the most knowledgeable person in their organization or industry on the topic in question. Interview them and include their quotes, their photo and link out to their company profile or LinkedIn page. 

7. Share, Share, Share - A blog page without traffic is like putting up a billboard on a street where nobody drives. Once you publish your blog post, share the heck out of it. Post on your personal and professional social media profiles. Highlight it in customer enewsletters. Share the link with the client and their employees and ask them to do the same. Post to the social media pages of any related professional organizations or local chamber of commerce. Share it with influencers and media contacts. Consider a paid boost if the topic is mission critical. Drive traffic to that blog post! If you've taken the steps above, it will drive organic search, but pushing out content always helps. 

The difference between writing and writing content is understanding the marketing purpose of your post and using a multi-channel marketing approach (social, email, paid search, PR, etc.) to reach your audience with your message.

Saturday, March 14, 2020

Communications in the Age of COVID-19

Communications in the Age of COVID-19

Do you have a crisis communications plan in place for your business? Do you have an emergency preparedness plan documented for your organization? Having worked in healthcare and at a resort over the last 20 years, I underwent extensive crisis communications training and HICS (Healthcare Incident Command System) training, and have learned the importance of being ready ahead of an emergency. I have been the PIO (Public Information Officer) for situations ranging from murders to fatal accidents to system failures to active shooters to norovirus outbreaks. The cause of the emergency varied but what they all had in common was a well defined crisis communication plan where everyone knew their role, staff was trained and the plan itself was documented and available for all to see.

Fail to Plan, Plan to Fail

No one wants to plan for a disaster. It's easy to think you can "wing it," especially if you are a smaller business. But in this current fluid situation, it may be difficult to react on the fly. Larger organizations should quite literally have a binder on the shelf, digital copy on a server and even a copy OFF SITE in the event of an on-site disaster, outlining who does what, emergency contacts and roles and responsibilities.

In early March, I sent my clients (mostly travel related businesses) an email, suggesting they think about emergency communications in case this COVID-19 situation escalated. When did most of them reach out to me? Yesterday. Friday the 13th. I can tell you, not one of them have a formal crisis plan, which covers not only communications issues but also emergency operations. Just one call from the CDC saying a guest with the illness visited their business, and it's going to be a mad dash to respond. I'd recommend everyone be ready with their "what if" business scenarios, how business might operate if staff goes on quarantine, if a closure is necessary or if mass communications are necessary either to staff or to guests. Wouldn't it be great to do this work and not need it?Yes, yes it would be.

Roles & Responsibilities

Who does what? In the case of a disaster, the normal organizational hierarchy might not apply.  Your company's president might become the spokesperson, and not the incident command chief making operational decisions. Your Public Information Officer (PIO) might not be your marketing manager, if the manager is, in this case, sick or out of the country. A good crisis communications plan lists each person and their role, and also identifies a back up in the case of extenuating circumstances.

HICS is healthcare focused, but having undergone crisis communications training when working for a large resort operator, I can tell you there is a lot of commonalities. One of the most important aspects is the concept of having an Incident Commander. Having one person in charge with others in defined roles reporting up to them makes decision making crystal clear. The last thing you need in an emergency is a lack of clear reporting structure. And as stated above, the reporting structure might not be the one during normal business. Have a written plan, and then be ready to drop in names for that specific incident when things start getting real. The chart below shows the structure of the forms in a HICS plan. 

You can find a free downloadable booklet of HICS forms here. Ideally you will have gone through this training BEFORE an emergency, but it's worth looking at now and gleaning what might help your specific business, healthcare or not.


This is important. How you communicate to your staff, your customers and the community is critical. Who is your PIO? Is your staff clear that they are not to respond to media requests for information, and if so do they know who to refer them to. If all those inquiries usually goes to the president's office, guess what. He or she might not be the guy in the face of an emergency. Enacting an emergency communication plan puts those decisions in one place and makes it easier to share with staff.

I am seeing questions coming in from customers of my clients that are difficult to answer. Is it safe to come there? What are you doing to clean your premises? Will you loosen your cancellation policy? What's going on with an event you have planned?

Having a PIO named and having scripting and messaging for your staff, and a single point of contact for media inquiries ensures consistent and accurate information is disseminated.

There are many crisis communications plan templates out there - this is one for travel related businesses. Consider sitting down with your management team and your presumed PIO and get ready for any possible business disruption coming your way. It may be COVID-19, it may be a bomb threat, it may be a mass casualty event.  The beauty of being prepared is that you are prepared for anything.

Who Ya Gonna Call

In the event of a catastrophe at your specific business, if you feel you need extra help, you can bring in a crisis communications specialist, usually a PR pro who has been tested by fire in other crisis.

I am currently advising many of my existing clients in responding to this COVID-19 situation, from event cancellation communications to emails to frequent guests on new cleaning protocols to helping make decisions on pricing and cancellation policies. It's a lot to take in. But if you need help, contracting with a PR pro can help avoid misteps.

There are other crisis communications expert out there too - try the PSRA for more information.

So stay safe out there, and consider a planning session to go through many "what if" scenarios so you are ready for whatever comes our way next.

Thursday, January 23, 2020

Celebrate Leap Year at the Snowvillage Inn Roaring 20s Weekend Getaway and Costume Party

 Celebrate Leap Year at the Snowvillage Inn Roaring 20s Weekend Getaway and Costume Party
EATON, NH -- Wondering what to do with that extra day in your calendar this February? Why not travel northward (and back in time) to the Snowvillage Inn for a Roaring 20s Weekend, February 28 and 29, 2020.  What better way to celebrate the Leap Year than remembering the decade that ushered in the jazz era, women’s rights, and fabulous fashions.
This new themed weekend getaway is a complete package including lodging, fine dining, special excursions, jazz music, and a costume dinner party. Taking place at the cozy and classic Snowvillage Inn deep in the woods of Eaton, NH, guests will be welcomed with a vintage cocktail like a Side Car or a Boulevardier before being checked into one of their warm and well-appointed guest rooms with spectacular mountain views.
The weekend includes a trip down to Tamworth Distilling, a craft distillery in historic Tamworth, NH. Guests will visit their tasting bar and retail store to discover how far distilling has come since the “bathtub gin” days of Prohibition. The tour includes watching distillers at work and viewing the operations area and beautiful Vendome custom copper still.  
Guests may taste five of their spirits, shop for cocktail needs and enjoy some of the Distiller’s Bread and mixed nuts, both made from their spent whiskey grains.  Everyone receives a USA made Tamworth Distilling signature rocks glass as a souvenir.
Next up, guests take a train experience back in time with Conway Scenic Railroad. Enjoy an exclusive tour of Emma Gertrude, a vintage locomotive, plus their gift shop and museum in their historic train station in the heart of North Conway Village. 
The festivities continue at the Inn’s award-winning dining room, Max’s Restaurant and Pub. The package includes a three-course dinner for two, and 1920s attire is strongly encouraged.  There will be special vintage-style cocktails, a creative menu, and a live jazz duo performing tunes from the 1920s.
The Snowvillage Inn provides guests with a hot cooked breakfast, access to snowshoe trails, cozy fireplaced common areas, board games and more to make for the ultimate winter escape. Total cost for the Roaring Twenties Weekend package for two starts at $579.
To book, go to or call 603‐447-2818.
Caption: Snowvillage Inn Offers Guests Sweeping Vistas
Photo Credit: Tim Shelmer
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Caption: The Vendome custom copper still at Tamworth Brewery
Credit: Courtesy/Tamworth Distillery
Caption: Conway Scenic Railroad’s Antique Train Station
Credit: Conway Scenic/Courtesy
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