Este jueves sigue con nosotros en Twitter la Mesa Redonda 'Nuevas Tecnologías aplicadas a farma': "Este jueves sigue con nosotros en Twitter la Mesa Redonda 'Nuevas Tecnologías aplicadas a farma'
Este jueves dia 3, a las 11h, PMFarma organiza la Mesa Redonda 'Nuevas Tecnologías aplicadas a farma', con la participación de varios de los actores más destacados en este ámbito de nuestro sector: Víctor Colmenarejo (Pfizer), Lisenn Lerouge (Esteve), Mónica Moro (Menarini), Julio González (Global Healthcare), Xavier Lorenz (innuo) y Laura Vaquero (OmniGaea).
Si bien la Mesa Redonda se llevará a cabo físicamente en nuestras oficinas de Barcelona, el debate será interactivo, ya que haremos un seguimiento exhaustivo en Twitter. Os invitamos, pues, a participar en directo de esta Mesa Redonda. Para ello, toma nota del siguiente hashtag: pmdebates, que será usado para llevar a cabo dicho seguimiento.
Charlamos, pues, el jueves. ¡Te esperamos!"
dilluns, 31 de gener del 2011
Pharmacom presenta iPad Pharma
fuente: pmfarma. 28 Ene. 2011
Ya hace tiempo que vemos el enorme potencial que los dispositivos móviles pueden aportar a la hora de realizar la visita médica. Los primeros pasos se dieron con la elaboración de literaturas digitales para PDAs, pocket PCs y, más tarde, tablet PCs. Sin embargo, ninguna de estas soluciones llegó a ofrecer el resultado deseado. Recientemente, la tecnología móvil ha dado un gran salto adelante con la aparición del iPad de Apple y de otros dispositivos similares que utilizan el sistema operativo Android.
Estos aparatos son una estudiada combinación entre ordenador y teléfono móvil, y se orientan principalmente al uso y consumo de contenidos; es decir, son visualizadores de software listo para usar, sin ningún otro tipo de complicación. También aportan un elemento de moda que sin duda pasará, pero su concepto tecnológico ha venido para quedarse. Las características que los definen son su conectividad, la pantalla táctil, la rapidez de respuesta y el procesador que incorporan, pero lo que los hace realmente especiales es la agilidad de acceso a la información que proporcionan al usuario.
Pharmacom pone a tu disposición iPad Pharma, una solución abierta y flexible que integra diversas fuentes de información en una estrategia de venta común para iPad y otros dispositivos móviles avanzados. Todos los proyectos son desarrollados por un equipo de expertos en marketing, publicidad, visita médica, medicina, diseño y programación para optimizar el potencial que este nuevo canal ofrece a tu red comercial. iPad Pharma es un servicio integral que abarca desde la elaboración y preparación de contenidos hasta el soporte tecnológico que hace posible su edición, difusión y actualización bajo estrictos estándares de seguridad.
Más y mejor información
iPad Pharma pone en manos de la red comercial literaturas digitales, presentaciones, vídeos, widgets, material de formación, documentación científica y aplicaciones a medida siempre actualizables on-line, en un soporte atractivo, dinámico e innovador. La información se distribuye en diferentes apartados para que su visualización en el iPad sea clara, ordenada y productiva, añadiendo valor al trabajo del delegado.
iPad Pharma pone en manos de la red comercial literaturas digitales, presentaciones, vídeos, widgets, material de formación, documentación científica y aplicaciones a medida siempre actualizables on-line, en un soporte atractivo, dinámico e innovador. La información se distribuye en diferentes apartados para que su visualización en el iPad sea clara, ordenada y productiva, añadiendo valor al trabajo del delegado.
Conversación de calidad con tu cliente
La organización mediante menús permite al delegado navegar cómodamente por los contenidos, orientando los mensajes a cada cliente de una manera sencilla, ágil y muy visual gracias a las atractivas funcionalidades del iPad, que enriquecen la experiencia de uso de la aplicación.
La organización mediante menús permite al delegado navegar cómodamente por los contenidos, orientando los mensajes a cada cliente de una manera sencilla, ágil y muy visual gracias a las atractivas funcionalidades del iPad, que enriquecen la experiencia de uso de la aplicación.
Una herramienta de trabajo
Pensando en la eficacia comercial de la red, las diversas aplicaciones del iPad (e-mail, navegador, agenda, mapas...) se configuran a la medida de cada caso. También es posible integrar un módulo de seguimiento (tracking) para valorar y controlar el uso del dispositivo.
Pensando en la eficacia comercial de la red, las diversas aplicaciones del iPad (e-mail, navegador, agenda, mapas...) se configuran a la medida de cada caso. También es posible integrar un módulo de seguimiento (tracking) para valorar y controlar el uso del dispositivo.
iPad Pharma aporta valor a la visita poniendo la tecnología al servicio del vendedor y haciendo posible entablar una conversación personalizada, con una mayor interacción y una adecuación precisa del mensaje a cada cliente. Describirlo con palabras no resulta ni la mitad de interesante que verlo y tocarlo con los propios dedos. ¿Por qué no llamas? Pharmacom estará encantado de mostrarte en detalle todo el potencial que iPad Pharma puede poner en tus manos (Pharmacom).
Content Curation – The Cure for What Ails Pharma Social Media?
del blog http://www.pr-squared.com/
...Meanwhile, I really dig this guest post, authored by my colleague Chris Iafolla, who also writes the blog PRforPharma, which focuses on the unique challenges faced by pharmaceutical companies when diving into social media. Chris’s concepts for Content Curation could readily be applied to ANY type of company still wrestling with Social Media engagement strategy.
“Content is king.” “It’s all about the content.” “All good social media efforts start and stop with good content.” No matter what tired, overused cliché you use, the prevailing thought is that without creating killer content, your social media efforts are doomed.It’s a valid line of thought; content is the currency of social media. At the same time, content is one of the most challenging and time-consuming aspects of an engagement. The burden of producing consistently good content is enough to halt social media efforts before they ever get off the ground.
For a pharmaceutical company, the content burden is even more pronounced. Not only do pharmaceutical companies face the same demands on content frequency, but they also have the added pressure of dealing with strict FDA regulations. This not only limits what healthcare companies are able to say via social media, but also how compelling the content winds up being by the time it’s stripped down to comply with existing regulations. It’s not an impossible task, but it adds a layer of complexity not faced in all industries.
In highly regulated industries such as pharmaceuticals or financial services, is there a role for a “content curator” as opposed to a content creator? Is it possible to add value, build relationships and stay engaged if your company is not responsible for churning out content?
Absolutely. If your social media engagement is stuck on the content creation planning—change your plan. Your company can still add value as a content curator. In the pharmaceutical industry, patients crave reliable information that helps them manage their health and feel a sense of community. Healthcare companies can achieve both objectives without ever penning a single blog.
When it comes to health, pharmaceutical companies have added authority. The patient population would welcome their help in identifying content that a credible expert deems reliable.
Did a recent article on managing diabetes appear that offers useful insight? Retweet it. Come across a video on YouTube on how families with a cancer-stricken loved one can best provide support? Share the link. Read a blog post that offers fresh advice on how to safely lose weight? Comment on it, and share it. The patient population will recognize your efforts to sift through the noise and identify factual content, backed by your authority as a respected pharma brand.
Being part of a community does not just mean churning out content. Healthcare companies can engage with patients and identify useful content put out by other reliable sources. Is it a perfect social media engagement? No. But in a space that is beholden to regulations, like Pharma, it’s a step on the path to a full social media engagement strategy. So what are you waiting for? Go move some content!
El Farmacéutico
El Farmacéutico: "Charla digital en la Mesa Redonda 'Crisis y Farmacia'
Participa en directo mediante Twitter el 03 de Febrero a las 11:00 am (hora España) - Hashtag en Twitter #elfarmalive
Mesa Redonda sobre los efectos de la crisis en la oficina de farmacia. Compartiremos las experiencias positivas y negativas de distintos colaboradores, farmacéuticos de oficina de farmacia, que dia a dia intentan buscar soluciones originales a una situación generalizada.
Mesa redonda moderada por Francesc Pla, adjunto a dirección de el farmacéutico.
divendres, 28 de gener del 2011
dijous, 27 de gener del 2011
How magazines can organize a social media team
Hugh Byrne's Blog
How to organize a social media team
“I hate Twitter. “ These words, uttered by one of our editors, echo from a conversation in which a coworker suggested he tweet his latest article. And those weren’t just HIS feelings towardsTwitter, but Facebook, LinkedIn, Digg, StumbleUpon, Reddit, and more -- all of which are important platforms for generating brand awareness, sales leads, and increasing website traffic. This opinion was echoed by many in our organization, GreenBiz Group, who were enthusiastic about wanting to help our growing media and information company, but less so about being burdened with yet another task.
Who can blame them? Social media can’t be automated. Social media demands your free time, and some sites are a waste of time. It’s particularly hard to keep up with fast-changing platforms.
But doing it right will increase your site traffic, connect with your audience, and build your brand. At GreenBiz, we’ve used social media to raise our site traffic by double digits, engage readers in conversation on timely and relevant topics, and extended the reach for our internal and partner promotions efforts beyond traditional email and space advertising campaigns.
Social media is not solo media
Who typically handles social media strategy? Usually the marketing or audience development group. But social media should involve anyone who participates in social media on their own time -- which these days is just about everyone. Editors, sales staff, managers, and contributors all have their own networks of readers, story sources, and customers, and they can be valuable resources without requiring them to bear the burden of becoming social media mavens in their own right.
A GreenBiz b2b story on Starbucks’ efforts to recycle coffee cups generated moderate interest from our audience in the first few hours following publication. But once our editors and bloggers joined in to help increase exposure for the story on Twitter, a Starbucks social media team member took notice, and published it on the company’s Facebook page. Result: Within two days a story that would normally generate 1,000 pageviews drew well over 20,000.
Some publications limit their social media presence to anonymous, rss-fed Twitter streams or Facebook fan pages. That’s a mistake because they miss out on an opportunity to connect with their audience on the social platforms where professionals increasingly are sharing news and information amongst themselves. And with social media being a two-way street, it’s an important source of feedback for publications to learn where their content resonates, and to gather new ideas for further coverage.
Your entire organization can and should be active participants in social media efforts. But it’s important to use their time appropriately, focusing on complementary rather than duplicative activity.
The best (and sometimes most difficult) folks to help in these efforts are editors and contributors. Readers and sources often have preferred editors or contributors they follow independently. For that reason, it’s important to actively encourage editors and contributors to not only promote their own stories, but promote other items that are potentially of interest to their followers, including items relevant to their beat, or those with potential for broader audience interest (engagement tool PostRank can be helpful in selecting which items to promote).
Also, don’t ignore the potential for sales and senior management to help leverage social media for your benefit. Sales and senior management have professional connections with partners and sponsors on LinkedIn, and status updates there can be a great tool for building awareness and interest in events, conferences, and other marketing campaigns. Incorporating them in your campaign is a great way to reach prospects and differentiate from the high level of email noise.
Make it easy to participate
Undoubtedly there’s interest and support among some within your organization for using social media, and resistance from others. A good way to ensure maximum participation from others is for you to become an expert – then make ease the way for others to participate, by offering help and simple tools.
- Create step-by-step instructions. Offer tutorial sessions, documentation, and dedicated Skype chat rooms focused on real-time social media campaigns.
- Craft effective Tweets/ReTweets, or other cut-paste/click activities for others to use or customize at their convenience.
- Target an appropriate LinkedIn discussion group or Facebook page, with suggestions on ways to participate, including relevant content to post, discussion threads where comments would be relevant.
Creating an easy-to-follow routine or playbook reduces the time necessary for your team members to help. It also expands the voices disseminating your message. And while scripted activity may not always be necessary or appropriate, a template for how to participate on your key platforms will ensure greater participation from your team.
Augment weak spots with expanded networks and freelancers
While you’ll want to participate in multiple social media platforms, you may be able to focus on only one or two (e.g. Twitter and LinkedIn). But rather than ignore other platforms, consider alternative ways to generate more activity without having to invest in more headcount.
At GreenBiz, we’ve incorporated a mix of extended networks and freelance talent to help expand our reach. A powerful tool has been to establish or join in informal cooperative ventures with other sites. Using instant messaging, and Skype chat rooms, we share and of cross-promote compelling items from sites and bloggers with similar audiences, but not necessarily direct competitors.
These social media “coopetition” efforts have been largely complementary to our efforts, and also help diversify the messages and content shared with our networks to the benefit of all.
The key to success in such activities is keeping expectations realistic, and ensuring your level of effort and engagement matches well with others who are also participating.
Additionally, selective use of freelancers can be a cost-effective solution for maintaining a presence on platforms that may not currently be strategic, but still provide opportunities to present your brand to a relevant audience, or drive additional traffic from non-core sources. Selecting freelancers who are active in similar areas of interest/markets as yours is key, and it’s imperative to set well-defined, measurable objectives by which their efforts and performance can be assessed (a good rule for internal efforts as well).
Your team is one of your greatest opportunities to realize the full potential social media has to offer your organization. They want to help, and making it easy for them to do so will broaden your reach, and further unlock the power of what is undoubtedly the fastest growing sector of online communication.
dimecres, 26 de gener del 2011
Los posts patrocinados se profesionalizan | Yorokobu
| Yorokobu: "Escrito el 09.25.09 en Interactive por Mar Abad
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Los posts patrocinados nacieron marcados por la polémica. Pero, después de miles de posts discutiendo sobre su conveniencia, hoy ya tienen su hueco en las estrategias publicitarias de muchos anunciantes. Audi, VW, BBVA, Destinia, Corporación Dermoestética, Eurorent o Magister, entre cientos más, los utilizan.
Sólo la plataforma Zync.es gestiona una media de 100 posts patrocinados al mes en casi 4.000 blogs españoles y la polémica está quedando atrás por la profesionalización del formato.
Los posts patrocinados empiezan a ser más respetados por dos razones, según Yago Arbeloa, director general de Sync.es. Una, estos artículos siempre informan de su carácter comercial. Dos, un patrocinio no implica que la crítica que se haga de un producto o servicio sea positiva. Un análisis honesto resulta mucho más veraz y efectivo que una enumeración de halagos.
“En realidad, se hace una labor de consultoría. Hay que decir lo bueno y lo malo”, explica Arbeloa. “Al principio había un problema de imagen pero ahora algunos blogs, al ver disminuir sus ingresos, los están utilizando más a menudo. Es una forma más de generar beneficios”.
De acuerdo con el director general de Sync.es, “funcionan muy bien. Se replican y se comentan en otros blogs. Se produce un efecto de bola de nieve. Es una práctica muy aceptada y los anunciantes suelen repetir después de la primera campaña”.
Una estrategia de posts patrocinados se puede diseñar como una planificación al uso, en la que el anunciante selecciona el tipo de blogs en los que quiere estar. El pedido llega a los responsables de esos blogs y ellos deciden si escribirlo o rechazarlo. Y de ahí pasa a su publicación previa aprobación del cliente.
La otra fórmula que propone Zync.es es el mercadillo. Un anunciante crea una cuenta y lanza su oferta (tema sobre el que escribir y precio que pagará) a todos los blogueros suscritos a la plataforma. Quien lo acepta, tiene 48 horas para escribirlo. “Normalmente las ofertas no duran ni 15 minutos”, comenta Arbeloa.
Entre los blogs adheridos a esta plataforma se encuentran No puedo creer que lo hayan inventado, PuntoGeek, aNieto2k, Loogic, Arturogoga.com, Wwwhat’s new? y Mercado de fútbol.
Esta forma de generar ruido no sólo la utilizan los anunciantes. “Hay muchos particulares que lo emplean para dar a conocer proyectos, sus webs… Con 300 euros puedes tener 10 posts”.
Un post patrocinado puede costar 14 euros, 500 euros o cualquier otra cantidad entre esas dos cifras. La polémica sobre los posts patrocinados acaba para las empresas que se dedican a ello con esta cuestión: “Un post patrocinado informa de que es patrocinado. ¿Cuántos posts se han escrito porque una compañía ha hecho un regalo al bloguero? Y eso no se dice”.
Aquí puedes ver dos posts patrocinados sobre propuestas online para organizar eventos y hospedaje para jóvenes "
How to choose and use the best target keyword phrase for an article
Arguably the most important aspect of writing or editing an article with search engine optimization (SEO) in mind is choosing the best target keyword phrase. It can also be one of the trickiest strategies of content SEO to master. But if you choose the right keyword phrase for a given article and weave it into an engaging and well-written piece, your article could be well on its way to a page one ranking in search engines for that phrase.
The target keyword phrase should be a two- to- four-word phrase (maybe even more words) that conveys the article’s core topic or message. While a given article might rank in search engines for a handful of different keyword phrases, the target phrase best conveys what the article is about and thus is emphasized more than other keyword phrases. If you could wish for your article to rank highly for any phrase, this would be it. Beyond the importance of shooting for a page-one ranking, there are at least three additional reasons why the target keyword phrase is so critical.
- It will make up a significant portion of your headline and meta title — usually the first part of your article a potential reader will see. It’s in those nanoseconds when you’re most likely to hook or miss a potential reader.
- The research you put into choosing the target keyword phrase can trickle down to the rest of the article. What you don’t choose for the main phrase can become secondary keyword phrases that will enrich the article’s deck, intro, subheads, etc., further enhancing the article’s clout in search engines’ indexes.
- Studying the keyword phrases people search for will make you a better writer and/or editor. Simply put, the research gives you insight into how your potential audience thinks about and looks for information.
Below is a step-by-step look at how to choose the best target keyword phrase for an article, including a hypothetical example to illustrate the steps. In my situation, I most often apply these steps to already written articles as they move through our editing process. There can be plenty of nuances to this setup depending on different situations, but the basic steps can be applied whether you are writing or editing, and whether your article is an online-original or the digital version of your latest magazine piece.
After you have a headline with a strong target keyword phrase, don’t consider your SEO work done. The best SEO isn’t just bolted on to an article or to the editorial workflow. What you learn via keyword research can be applied throughout the whole writing or editing process to improve the article’s readability and findability. The ultimate goal here isn’t to just please the search engines’ algorithms. It’s to make an article better for and more easily accessible by its potential audience.
1. Consider the Article
What is its main topic? Not broadly, but specifically. What is its main reader benefit? What questions does it answer?
Example: an article about the advantages and disadvantages of cork flooring — why it’s “green,” its pros and cons for different rooms in a house, different options of colors and textures, how much it costs, etc.
2. Brainstorm your keywords
Before you go anywhere near a keyword research tool, ask yourself what you would search for if you wanted to find an article on this topic. Scribble down a few phrases of varying lengths, but nothing shorter than two words (more on that later).
Example: cork flooring, cork flooring cost, is cork flooring green?, cork flooring uses, cork flooring options
3. Do your keyword research
My favorite resource for this step is the Google Keyword Tool. There are numerous keyword research tools out there with a variety of different options. Some of are the tools are free, some are not. For me at least, it’s hard to not use the tool from the No. 1 search engine. When you open the (free) Google tool, start by entering the best phrase(s) from your brainstorm list in the “Word or Phrase” box. Leave the “Website” box blank, unless you want to limit the results to keywords that bring your website traffic.
Another Google keyword tool is the Wonder Wheel search view. It shows how different search phrases are related in an octopus-like visual but does not give search volume numbers, so it’s better for keyword brainstorming more so than specific research.
4. Review the results
At the top of the results list, you’ll see the phrases you searched for. Below that will be related phrases. The columns to the right of the phrases show search volume and trends in different ways and there are a few options to sort and customize the information. After you have your feet wet with this keyword tool, check out those customization options. But for now I recommend focusing on the Global Monthly Searches column.
Jot down the search volume numbers for the phrases you searched for and any of the related phrases that truly reflect what the article is about. Avoid phrases that aren’t natural language because they will be difficult to work into headlines and the text (more on that below). You may need to repeat steps three and four a couple times to find good phrases, or you might find great options right away.
Example: cork floors (90,500), cork flooring (74,000), cork flooring pros and cons (5,400), cork flooring prices (1,600), cork flooring cost (1,000)
Even though you’re looking at bunches of numbers, don’t forget that those numbers represent real people using search engines to find information your article might provide. If you’re unsure whether a particular phrase really matches the article’s topic, or you’re looking at words that can mean different things in different contexts, Google the phrase. The results will show you what the search engine regards as relevant results for that phrase. Googling the phrase will also reveal the competition for that phrase (both who and how much).
5. Resist the temptation of big numbers
I know I said to focus on the Global Monthly Searches column, but don’t just run with the short and/or broad phrase that has the highest number of searches. Your odds of ranking on page one will be higher for a more specific phrase that gets less search activity. It’s far better to rank on page one for a phrase that gets a few thousand searches a month than to be on page 19 for a phrase that gets a few hundred thousand searches a month.
The trick is to look at phrases that most accurately reflect what the article is most specifically about and then use the numbers to weigh the different options within that. There’s no magic number of search volume to choose or ignore. I’ve found that, for people who are new to SEO, choosing one phrase out of the options is the hardest part of optimizing content and that the temptation of big numbers is hard to resist. It’s really important to focus on the relevancy of the phrases and use the different search volume numbers more so as a tiebreaker than a compass.
Example: In this case, all the phrases related to cork flooring are specific enough for consideration. But say the writer had turned in the article with a vague headline like “Great Flooring Option for Green Homes” or “Great Green Flooring Option.” “Flooring” (4 million) is way too broad and too big. “Green homes” (74,000) isn’t necessarily too big, but is broader than the specific topic of the article. And “Green flooring” (6,600) isn’t specific. Say the author used a headline like “Why Cork Makes for Great Floors.” The problem with that is that it doesn’t really target any phrase. It doesn’t cover “cork floors” (90,500) because there are other words in between.
6. Choose the long tail
After you have experience researching keyword phrases, if you still have trouble weighing the options and/or feel the temptation to choose vague phrases with super-high search volume, try this: You can get a sense of the ideal search volume for your topics and website by using Google Analytics.
Look up the top entrance keywords for your website, then enter those phrases into the keyword tool. Then compare their search volume to the number of visitors they actually bring to your website. You might be surprised that some of the most continually productive entrance keywords for your website don’t have huge search volume. Enter the Long Tail theory.
Whereas a shorter and more general phrase may have a much higher search volume than a longer and more specific phrase, the people searching for the latter are on a more focused and determined path. Generally speaking, when people search for short and broad phrases they are in early research mode and they’re likely to refine their search quickly to something more specific. When people search for a longer and/or more specific phrase, they are closer to making a “conversion,” which could be any or all of the following: read the article, share it on Facebook, sign up for your newsletter, subscribe to your magazine, etc.
These days, ranking for long tail keywords is more important than ever. People are becoming increasingly savvy with using search engines at the same time as the amount of information those engines access continues to expand exponentially. According to the SEO experts at Bruce Clay, Inc., nearly 60 percent of search queries are for three words or more, and the fastest growth in number of searches is for six- to seven-word queries.
Example: “Cork flooring pros and cons” caught my eye from the beginning. It conveys the content of the article and speaks to an audience that knows about cork flooring, but needs to know if it’s right for them. And this phrase is especially advantageous with the next tip in mind.
7. Double up if you can
Know that if you target a multiple-word phrase, you’ll also effectively target the words and phrases within that phrase. A win-win scenario is when a high-volume, broad phrase is verbatim in a longer and more specific keyword phrase.
Example: “Cork flooring pros and cons” effectively covers both that phrase and “cork flooring” (74,000)
8. Write the headline
Look at your short list of target keyword phrase options and write different headline options for the article. If you want the article to rank on page one for the phrase, odds are the phrase needs to be in the headline. Your best bet is to start the headline with the target keyword phrase.
If that’s awkward, place the phrase as early in the headline as possible. A strong keyword phrase early in the headline will please the search engines’ algorithms. It also will hook the attention of quick-moving readers when they see the exact same phrase they searched for in a headline on a search results page.
Keep in mind that your final headline needs to be clear and engaging, with natural language. The last thing you want is a franken-headline that makes the reader do mental acrobatics to understand it.
Example: “Cork Flooring Pros and Cons” is pretty strong. Ideal headlines for SEO are a little longer (about six to 12 words), but I think adding another phrase to this headline would make it awkward. This example isn’t an especially challenging one, but it’s not uncommon for a headline to fall into place like this once you have a good target phrase.
9. Weave it in
If you want an article to rank for a given phrase, it must be in the article. If it works naturally, use the target keyword phrase again in the deck and subheads of the article. If not, use secondary phrases. Definitely use the target phrase at least once within the article’s introduction. Then sprinkle it here and there throughout the piece.
There’s no magic number for this — too little or too much will depend on the context of the article and what the search engine considers natural for that topic. Generally speaking for a feature-length article, aim for at least three uses in the body copy: intro, middle and conclusion. But don’t force it. The bottom line is that the target keyword phrase should be a valuable phrase for the article, so using it a handful of times shouldn’t be awkward. If you find yourself struggling to rewrite a sentence to get the phrase in there for the Xth time, stop.
Example: It should be easy to use “cork flooring pros and cons” in the introduction and in the conclusion. But it may not be natural to use it more than that, which is fine.
10. Use secondary phrases
Phrases from the cutting room floor are great for to use in the deck, subheads, body text, etc. You may even discover new ideas for related articles or sidebars.
Example: Phrases such as “cork flooring durability,” “cork flooring installation,” “cork flooring prices” may naturally be in the body text and lend themselves to subheads.
All of this may sound like a lot of steps, but with practice you’ll find that the whole process generally moves swiftly and smoothly for most topics. Each time you do it, you’ll get faster and you’ll learn something new.
The payoff can be enormous — 15 to 30 minutes of work in choosing and applying a target keyword phrase can lead to thousands, if not hundreds of thousands, more people reading your hard work. Plus, you’ll become a better writer/editor because you will be all the more in touch with your audience.
women's communities versus social media
"Ron Mwangaguhunga's Blog
Are communities more influential than social media among women?"
Are communities more influential than social media among women?"
Are women’s communities more influential than social media among women? That's kind of hard to believe, considering that women already numerically dominate sites like Facebook, Bebo, Twitter and Flickr, where they are also more active (in social gaming, for instance). But iVillage EVP Jodie Kahn believes that women's communities have more influence among women.
"The iVillage Women Like Me study clearly validates that women's communities engender an unmatched level of trust among their viewers," says Kahn, "and are ideal places to go for product and brand information."
The Women Like Me report, issued yesterday by the NBC Universal-owned site, shows that that more respondents of the proprietary study lean toward meaningful discussion on women’s online communities for information on products and brands (51%) than for the same information on social media sites (14%).
Those findings mirror those found in the Beauty is in the Eye of the Blog Holder study on women's shopping behaviors. In the study, blogs were found more than twice as likely as magazines -- by 63% to 26% -- in driving beauty product purchases over the last six months. The study had a sample size of 1,027 women and was conducted last October by BlogHer in conjunction with DeVries Public Relations. The study's most interesting finding: when seeking recommendations about beauty products, participants turn to and trust "familiar" bloggers more than store websites or social networks. Familiar bloggers were just over twice as helpful as social networks, according to the study.
Finally, a third recent study, Women, the Web and their Wallets, done in August 2010 also by BlogHer but this time partnered with Create with Context, offers similar results to the other two studies on women's online behavior. This study found that when offered multiple reasons for making beauty product purchases, the top motivations of women participants in the study were cost savings and recommendations from friends. No big news there for the cosmetics and beauty business, a $7 billion a year industry, by the way. But here's where it gets interesting: when asked to determine which resource provides the most helpful advice in assisting with cosmetic and beauty purchase decisions, 61 percent of women in the study chose "Familiar Blogger." "Store Website" came in second, with "Social Network" coming in third.
Underlying all of this is the question: Do women and men approach social media differently? It's a question of interest to all publishsers and advertisers. Jenna Goudreau of Forbes wrote an interesting piece last year titled "What Men and Women Are Doing on Facebook" that may go a ways in explaining the differences. Goudreau found that most women on the Forbes Woman Facebook page -- with over 11,000 fans -- agreed that women are more likely to value and trust information from online women's communities than other social networks and portals.
What do you think?
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