Writing For Facebook Pages, LinkedIn and Twitter
Ok, you’ve got a website for your business. It has pages with products and services. You heard that Facebook is a good place to do marketing and you so you spend a lot of time on there making friends, sharing posts, and even building a page for your business which you call your “Facebook site”.
There are even some of you who think that you’re using your Facebook Page as your site and you tell people that it’s your Facebook site. You go to your page and you write things there and share other people’s links to their websites on it because the links you’re sharing are interesting and informative. Sometimes you even share links to the home page of your own website, but always the home page.
If That’s You Then You’re Doing It All Wrong.
If you have a car dealership and you sell small, midsized and large cars, and small, medium and large trucks and you’re writing something on Facebook about your large trucks, you need to place a link directly to your large trucks page – or better yet right to the specific page for the truck you’re talking about.
If All You’re Doing Is Linking to Your Products You’re Doing That Wrong Too.
Rich Content Marketing.
Since I’ve got to start somewhere I’ll start with the raw number of pages on a website. For the sake of understanding better I want you to download an SEO tool called Link Sleuth used by SEOs to help us find out how many pages competing websites have. We use this to drill down to help us determine how well a site is structured and get an idea how much work will be involved in building a site to compete with the best of them. Download LinkSleuth from Softonic here.
After installing you’ll go to “File” and click on “Open URL”. When you do a window opens and you type in the full URL to one of your top competitor’s websites (including the http://). Then click on Ok. Let it run all the way through. It could take some time.
When done it will ask you if you want a report. Click on “Yes”. Then in the next window that comes up click “Cancel”. After that a local (a web file created by LinkSleuth on your computer) will open up. Now click on the link that says “List of valid URLs you can submit to a search engine” and scroll down the pages of your competitor’s site.
Then keep scrolling down where it says “Site Map of valid HTML pages with a title” and look at those too. They’re the same pages as the links above, but these have search engine titles that may or may not have been done properly. Pay attention to the sheer number of pages. You can visit a few of your competitors pages too just to get an idea of what they’re doing differently (better) than you.
Now run it on your own site the same way. Your site may be great looking and you may think it has a lot of terrific product pages and should be on top in the rankings.
Now Back to Content Marketing, Facebook, LinkedIn and Twitter
Content is King has been and always will be rule number one.
Your competitors who are well ahead of you know this, and have been taking advantage of this fact in some cases for over a decade, building hundreds and even thousands of informative article pages on their sites. These pages describe expert service procedures, product uses that go beyond the standard stuff on the labels, industry tech updates, informative whitepapers and more. Either or both can be good for products. What I’m referring to here in the case of services is marketing copy (a new web page or post) which describes a client’s problem (real is better) in a dramatic way where they have to find a solution and then implement it with your company’s services. The story can’t be dull, it’s got to be emotionally dramatic, and it’s got to be written through the client’s eyes. This formula works much the same for products, only when you write about products you’ll use the product as the solution and the hero. Content is King.
You’ll want to have your writer(s) write content in multiple parts, not just all as one article, the way magazine articles are written. You’re not interested in selling anything in the first four parts of the article. People know that the story is about your products or services already, but they aren’t interested in a five part commercial. At the very end of your series (whether 2 parts, 5 parts or 9) you’re going to give them the call to action and link directly to your specific product or service page – not to the front page of your site.
And now that you’ve written part one of your series you’re going to copy the link to that specific story and paste it into your Facebook Page, onto your LinkedIn profile page, and write a few words and paste it into your Twitter account.
Benefits: Bringing Visitors to Your Site, Getting Links & Adding Content to Your Site, Not to Facebook’s
These are positive long term benefits where everyone wins. The issue here is that you’re engaging people who have expectations that they’ll find something informative and interesting to read. What’s also involved is that search engines are looking for focused content combinations of phrases used in various contexts.
You’ve spent lots of time getting to know people in LinkedIn, Facebook and Twitter already, and hopefully you’ve actually been engaging personally with them and not just spamming your links all over the place and turning people off. But simply posting links to your new page articles on Facebook won’t do much unless after you post to your page you also share your own post FROM your page to personal profile so all of your Facebook friends see it. If you only post it to your Facebook page then the only ones who might see it will be the people who liked your page.
So going through the steps again, you write your article series on your own website. Then you share your article directly in LinkedIn and Twitter and post the link to your Facebook page – and then share it from your page onto your own profile.
Next you’ll be able to use that link on your Facebook page (or better yet the actual link right from your website) to paste into various conversations where people are experiencing the the exact same problem themselves where they’re in need of services or products. The friends you’re sharing with won’t always be local, but they may share with their friends who are local to you.
As icing on the cake, with luck and skill your writing will attract links from other websites if the content is deemed valuable to them.
The Consequences of Doing it Wrong:
Hopefully you also haven’t been posting everyone elses stories from their different websites like your own, but never writing your own content, and finally, very importantly you have not been stealing pages from other people’s websites and pasting it directly into your own website and calling it your own. That’s called Scraping, it’s copyright infringement, the federal courts have been cracking down on it hard for the past few years, and what’s even better – the Google Monster will cream your rankings once they find out. This is due to the Federal DMCA (Digital Millennium Copyright Act). “A DMCA Takedown does not require the content to be copyrighted in order to process the takedown OR for the request to have the content taken down acted upon by the website owner or ISP. In other words the fact the content is yours, or in the case of a photo or video the subject is you can be sufficient enough to request a takedown.
In the above video Matt Cutts gives a URL to https://google.com/dmca.html but that link isn’t functioning. It is now done through Google Webmasters Tools via this link: https://www.google.com/webmasters/tools/dmca-dashboard
Doing it Wrong – a list of takedown conditions:
- when copyright infringing content is removed or “taken down” from a website, by the website owner, upon receipt of a DMCA Takedown Notice from their ISP / Hosting company. This notice is generated by the, or on behalf of, the illegally published content owner, distributor, publisher etc.
- when copyright infringing content is removed or “taken down” from a website by the website owner upon receipt of a DMCA Takedown Notice from the, or on behalf of, the content owner,distributor, publisher etc.
- when copyright infringing content is removed or “taken down” from a website by the by the ISP or Hosting company of the website that is publishing the infringing content. This occurs because the website owner has not voluntarily complied with a DMCA Notice and the ISP or Hosting company must comply with the Takedown notice.
- when an infringing website is taken down or “offline” by it’s ISP or Hosting company. This occurs because the website owner does not voluntarily comply with a Takedown notice as described above.”
So what that’s saying is that if someone in your company working on the website has been copying and pasting entire articles or images off of the web, or large parts of articles for several months or years and there is a DMCA order sent out that content must be voluntarily removed or the ISP or Hosting Company will shut the company website down. In the case of a WordPress site which uses a back end database to gain access to the pages and posts, shutting the site down means it’s too late to fix it. There are no static HTML files to edit. There are only folders with PDFs and pictures. The site is now gone, and all of the money and time spent creating it is lost.
Instead of copying the entire article it is possible to copy the headline (as your own headline), paste in the first paragraph, and then have a link to the original article on the web with instructions to “click here to learn more”. But that makes no sense. Write your own articles! Do the research and spend the time. Another thing mentioned by Matt Cutts was filing a Spam Report with Google – If your web builder or someone managing new posts on your site’s blog area continues to copy/paste articles from many varied sites – that’s not quality, and Google will give the site the whammy and rank it down to nothing.
Doing it Right – Content Both Rich and Timely
Your written and shared content needs to keep up with breaking news and buzz wherever it applies to what your company does. If you’re selling agricultural products write articles for what’s happening in crops or flowers at the time of year they apply most helpfully, not off season. If your site is about storm repair, mold remediation, fire damage repair etc, write articles about storm damage repair when hurricanes and major storms are predicted to hit – and where the opportunity fits, steal a headline once in a while from the online news in your area so when someone types that headline into a search engine your site comes up too, but with a different article which you’ve written.
How to Think up Articles to Write About
Look for the obvious. What are the obvious misconceptions your clients have? How are they misinformed or underinformed? What are the leaders in your industry writing about and how can you write something better? Often someone writes part of a story (with no intention of finishing it up in a series) and another writer writes something that explains a different aspect but leaves out a few things, while a third article writer created little content but created a few charts and lists that are interesting.
This is where the research writing comes in and you combine what you’ve gathered from your research into a unified piece (or series) which you’ve written and added to yourself. In this case you’re doing research but it isn’t a scholarly article and you don’t have to do full citations as long as your work is significantly your own. If you use a small direct quote of a paragraph you should give mention to the author and their credentials, but a link to their article isn’t required unless you feel that proof will make your article will be made stronger by doing so.
I hope this clears a few things up. Keywords are dead, content is king, backlinks are queen, and keep it timely and share!