Whether you're an SEO content writer, copywriter, journalist, or blogger:
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Focusing on search intent is more than just about boosting your SEO.
At the end of the day, it's about being of service, which means it's about caring.
Caring about being the kind of organization or company that provides the BEST answers to the queries of your audience.
Understanding search intent and caring about being of service gets people returning to your site. Caring about being of service is what helps you rise in the SERPs, build your authority, and lead to conversions.
Understanding search intent is pivotal for your business.
For a comprehensive overview of search intent and the different categories that you need to keep in mind when creating content for your audience segments, check out this post from the experts at SEMRush.
How to Use Search Intent for Your Business
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I love free digital tools. (And, really, who doesn’t?)
I’ve saved loads of links and love to share my findings.
SEO Site Checkup is a free tool I use from time to time to check the SEO health of my website.
It gives great info on what’s working, what’s meh, and what’s full-out broken.
When you have the time, run your site through a test to see what optimization improvements and repairs you need to make to help people find you or your business. 💪
Optimizing all aspects of your website should be an integral part of your SEO strategy. After all, what’s the point of great content if your technical SEO is keeping your site from standing out in SERPs? 👇
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Looking for a proven script writer to repurpose your written content to video?
Looking for the latest analysis of foreclosure data in the United States?
I'm your girl!
Okay, so while foreclosure data probably doesn't give you tingles all over -- you should be excited about the data you have at your disposal that you can implement as part of your content marketing strategy.
Forbes reported in 2020 that data and analytics have never been more important. This is because data will "drive the decisions we make."
Not only does data drive your decisions, but it also drives the decisions of customers, investors and donors.
And, according to a recent TechCrunch article, "one of the best ways you can create press-earning, data-focused content is by using existing data sets to tell a story."
Entrepreneur further supports the importance of data, arguing it should be a key part of your strategy if you want to boost your brand authority and get the highest ROI out of your content marketing efforts, "the more data and statistics you have to support your content, the more trustworthy it becomes."
So while foreclosure data may not be your thing -- the kind of data you can promote specific to your business should be your thing to maximize the power of your content marketing.
But, if foreclosures, do happen to be your thing, then please, by all means, check out the monthly foreclosure report I wrote for my newest content marketing client, SoFi:
Looking for a writer who can research, interpret, analyze and report on complex data?
You are not just a content creator -- you are a content re-creator.
Chances are you've put a lot of thought into that blog post, case study, or report. It's a solid piece of content, right?
So, why should that outstanding blog post, case study, or report be the end of the road? Why not leverage and maximize the heck out of it to bolster your brand and reach more people?
How do you do that? By repurposing the content.
Repurposing content is exactly what it sounds like -- it's taking content assets you've already created and adjusting them to fit a different channel or medium, or finding new ways to expand the content further using the same topics or subtopics.
Why is repurposing your content important?
In other words, repurposing your content is the gift that keeps on giving -- and giving, and giving!
With so much technology available today and constantly evolving, it's foolish not to utilize some of the many methods to get your content out there and milk your hard work for all its worth.
If you repurpose and distribute your content strategically and holistically, chances are this will help boost the SEO for your content and ultimately boost awareness of your personal or business brand.
While there are endless ways to repurpose your content, this one is the most important method that I think you should be, er, focussing on.
It's the top brand-building strategy in content marketing
YouTube is the second most used search engine in the world, so it makes sense that video is one of the most popular tools for marketers.
According to Wyzowl, roughly 86% of businesses use video as a method to support their brands. And a Smart Insights article stated that 92% of marketers indicated that video was a key part of their strategies. And, of course, one of the marketing world's greatest oracles, Gary Vaynerchuk, has been a big fan of video for years.
And then the pandemic hit.
And everything changed -- fast.
Video became the main tool most used to connect for the better part of 2020.
I was a already fan of video before the pandemic; I had begun purchasing gear and producing work. So, I was ready to create my own original video content during the pandemic, as well as repurpose high-quality written content created by others that deserved more attention.
A quick case study of sorts, and a content repurposing example
When I read Indie Theater Fund's Emergency Grant Report based on the funding the organization provided New York City theatre artists at the onset of the pandemic, I recognized immediately that this was a valuable piece of content.
It deserved way more than just living in an obscure Google Doc.
The data and testimonials were crying out to be repurposed into a video.
Here are the three simple steps I took to make the PSA repurposing plan happen:
Indie Theater Fund used the first anniversary of the theater shutdown in New York to publish the video on YouTube. The organization also promoted the video on social. Creating social posts promoting the video was also a form of repurposing. And the social posts sparked comments that could also be used for future content. And on it goes!
Based on the positive comments I saw, I know the PSA will add value to Indie Theater Fund.
Take a look at the PSA when you have two minutes. Compare the report to the video.
I'd love to know what you think!
Do you have high-quality content that you're ready to repurpose into a video to build awareness for your brand? I bet you do! Let's strategize!
Are you looking to find ways to repurpose your content?
We’ve all been hearing since March 2020 that we need to be cautious.
We need to wear masks around people from outside our household, we need to stay six feet apart, we need to wash our hands for the duration of “Happy Birthday," and, heck, we all just need to stay home where it’s safe!
Don't take unnecessary risks!
I’ve been following these directions (for the most part) and, thankfully, I’ve remained healthy.
But my subconscious has begun to rebel. The other day, I found myself far less cautious in one of my dreams.
I was at a local mom and pop specialty shop that sold high-quality Italian meats and cheeses. I saw other people in the store not wearing masks. Why aren't they wearing masks, I thought? Wait, I'm not wearing a mask either. Why am I not wearing a mask? Did COVID "end?" Am I dreaming? Is that gorgeous-looking sample of sliced steak that the deli owner is proffering -- fully exposed to human respiratory droplets -- safe to eat?
I ate it. It was delicious. And I woke up to tell about it.
After my room came into focus and I got my bearings, I quickly reviewed the scene before it evaporated. As I delved into the meaning, a realization surfaced:
Has the abundance of caution I've been taking to protect my health seeped into other areas of my life?
Am I currently not taking risks that I should be taking?
I decided the dream was a wake-up call.
Nothing is certain. That was true before COVID and it will remain true when we emerge from this surreal chapter. We delude ourselves whenever we believe we have control over future outcomes. But, at the same time, we need to take action toward our goals in order to make any progress.
And going for goals, well, that involves a measure of risk-taking. Always has, always will. And, if we don't go for our goals, we don't get to enjoy the small wins along the way.
And that’s what life is ultimately. A path paved with potential risks and potential small, happy wins. That's how I see it anyway.
My dream reminded me that, while I need to be mindful about COVID risks, I need to be conscious about inadvertently allowing "an abundance of caution" to serve as a blanket template for how I live my life.
An abundance of caution does not provide space for abundance.
You, too. Remember the goals you’ve stayed healthy for. Keep on keeping on in your quest to make them a reality.
A thrilling path filled with risks -- and abundance -- is before you.
Check out this book by Danielle LaPorte and this podcast hosted by Ilise Benun for awesome inspiration about taking risks in your creativity and work goals.
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1/25/2021 0 Comments
Never in my wildest dreams did I ever expect to see Brian Stokes Mitchell and Robin Rothstein listed together in the same show notes.
But we are living in wild times!
Thrilled to be a guest on the latest episode of Dr. Nancy Berk’s popular podcast, “Entertaining Insights” where I talk a bit about my background as a playwright and theatre professional, and the appeal of the 10-minute play.
Stokes is a tough act to follow, but hopefully I hold my own!
Check out the episode on iTunes, Spotify, or iHeart Radio when you get the chance!
And be sure to subscribe to “Entertaining Insights” and browse through Nancy’s other episodes. They’re full of engaging interviews with Broadway notables and other stars from throughout the entertainment industry.
Looking for a creative who's a proven expert at writing scripts
and can help you with your next video or film project?
11/21/2020 0 Comments
Excited to announce my latest bike tour video highlighting some of downtown NYC's coolest landmarks, public art, and monuments!
This is the third video in a three-part series that I produced for Village Preservation.
In this final episode of the series, discover the history and delights of Astor Place, St. Marks Church in-the-Bowery, Charlie "Bird" Parker's Residence, and Tompkins Square Park.
The video also includes interviews with local experts: Village Alliance Executive Director, William Kelley; Reverend Anne Sawyer, the fourteenth rector of St. Mark's Church in-the-Bowery; and professional saxophonist and "Bird" expert, Jason Marshall.
If you like this video, please check out here and here for the first two videos in this series.
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While life has been difficult in one way or another for just about everyone lately, I was recently reminded that it can also deliver nice surprises right when you need them.
About six weeks ago, I answered a call for submissions from a theatre company in the United Kingdom called INK. They were seeking two-minute duologue plays designed for radio.
I've certainly written very (very) short plays before, but not specifically geared for the radio. But I thought, what the heck. I'll give it a go.
I had a premise for the play, and the first draft took me roughly 30 minutes to write. I then returned to it the next day, made a few edits and then fired off my brand new two minute duologue, Finding Balance to INK.
To my surprise and delight INK selected the play for broadcast on BBC Radio Suffolk!
I don't believe any of my work has ever been performed by a U.K. theatre company before, so I was especially excited by the news.
The artistic team at INK and Jon Wright of Radio Suffolk who interviewed me after the play live (eek!) could not have been kinder, and the actresses, Jill Freud and Esther Freud (yes, they're related to THAT Freud) who performed the piece were terrific!
If you'd like to hear my very (very) short play followed by the interview, just click on the BBC Radio Suffolk logo at the top of this post. After a few seconds of earwormy dance music, Jon segues into his intro of the play.
Hope you enjoy it! 🤞
# # #
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ROBIN'S NEWS & VIEWS!
Recent news and latest updates on my writing and artistic projects. Also check back here for occasional tips and observations on creative writing and theater!
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