PR and marketing agencies have slowly embraced the power of digital strategies to help their clients reach out to their online audience. Lauren Cracower, co-founder of Suite 203 Communications, first started out promoting her Bessey’s drink stand when she was five. Now, she manages the content development side of their agency by providing brands a voice to tell their story through blogging and delight their readers with compelling narratives.
Read this interview to learn how blogging has changed her approach to PR and marketing, as well as the hard lessons she learned throughout the years as a blogger.
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Before you started blogging, what were you doing as a professional?
Before we started blogging we were in the process of launching our company, a Montreal-based communications agency. We were working on building our website and getting our social media channels active and populated with content. Prior to launching our company, we were both marketing professionals with years of online writing experience for various` lifestyle websites.
What was the biggest obstacle that you had to overcome as a beginner blogger?
Most probably developing a schedule for our blog posts. Working with a range of clients we always put their projects at the top of our to-do lists and often times our own writing and marketing will fall to the wayside. We have made a concerted effort to carve out time in our monthly schedules to blog.
While far from horrendous, there are few blogging faux-pas that we see on some corporate blog pages. We advise that companies steer away from using their blogs as sales pages. The topic and information should complement their service or product offering but should not be used to strictly push sales. As well, not optimizing a blog’s search capabilities is a missed opportunity. There are many easy-to-use plug-ins available to help increase a blog’s search ranking.
Which blog post you have written that you feel the proudest?
It would probably be one of our more recent blog posts entitled “Suite 203’s Instagram Memories 2015.”
In this post we compiled some of the highlights of our year as an agency. Putting this together allowed us to reflect on the year that had passed and look back on our achievements in terms of client successes. Combining the right words and images provides a visual summary of 2015 for our company.
Who among your blogging peers do you consider the best and why?
Seeing as our business is built around public relations and social media a lot of what we do is working with bloggers to get coverage for our clients. We are surrounded by many local and national bloggers who do a great job so it is hard to just name one.
For us, in the lifestyle sector the best blogs include the following:
- Meticulously written copy – no typos, no grammar issues, proofreading is key!
- Beautiful original or stock photography that fits the message
- Great use of SEO keywords to try to get each post ranking on the chosen topic
What do you think separates yourself from other good bloggers out there?
We’d like to think that we follow the three rules mentioned above. What makes us different from the blogs of other competing agencies is that we try to add a personal touch to everything we do. This makes us appear friendly and approachable rather than a big, nameless company.
List down the blogging tools that you use and explain why people should use them for their own blogs.
We are big fans of Market Samurai. This allows us to pick the right keywords to bring traffic to our blog, while focusing on our chosen topic.
We also love the Yoast Plugin for WordPress to make sure our blog posts are written with SEO in mind to rank higher.
Finally, we are members of Dollar Photo Club, where we can purchase a myriad of beautiful photographs for just $1 each.
How “successful” would you consider your blog?
This depends on how you describe success and the goal of the blog. We may not have hundreds of visitors per day but our blogs achieve its two main goals:
- To complete our brand with a human touch, with a lifestyle focus
- To bring traffic to our website based on keywords.
What do you think are the upcoming blogging trends people need to watch out for?
Bloggers won’t need to post as much as they begin to rely on their social media networks to grow their influencer status.
If there’s any one advice that you would say to a starting blogger, what would it be?Find a platform that you love and master it. @Lcracower Click To Tweet
By learning the ins and outs of a platform like WordPress you can keep costs low and blog anytime you want without having to rely on a programmer.
Lauren works for Suite 203 Communications, a Montreal-based communications agency. They offer a unique social media, content marketing, and public relations experience to lifestyle brands. If you live near Montreal, you might want to try out their services to help effectively promote your message to your target audience.
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