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Category: Content Marketing

Blog photo of flag and grave for Memorial Day

Blog writing sample

Joan Koehne Leave a comment

When a local funeral director rolled out a new identity for his funeral homes, I offered to help tell his story. One of the ways to get his message across is through monthly blog articles.

Why would a funeral home want to work with a blogger? Plenty of reasons.Blog about Memorial Day

Tell your story

Blog articles help build brand recognition; in this case, for the recently renamed funeral home. The initial blog explained the changes taking place at two funeral homes now operating under one umbrella. Blogs allow businesses to tell the world what’s happening: new products, recent acquisitions, leadership changes, etc.

The first-person blog I wrote about Legacy Funeral Chapel’s changes was conversational and descriptive, honoring the history of the generations-old funeral home while emphasizing today’s modern facilities and services.

Be viewed as an expert

Another goal of corporate blogging is to cement your status of authority in your industry. What business owner doesn’t want to stand out as a leader in their field?

Take this sample blog as an example. Families of veterans are often unsure what benefits are due at the time of death. Turns out, they may be eligible for a whole slate of free services! The funeral home staff is a knowledgeable and helpful resource for this topic – and lots of other topics, which will provide plenty of fodder for blog posts in the future.

Get the message to your audience

Blogging isn’t just about writing; it’s about getting read. That’s why I use the right keywords, posting strategies and search engine optimization techniques to help the blog get noticed.

Posting your blog articles to your website is a great social media marketing strategy. The infusion of original content provides more opportunities to convert visitors to customers. Blogs also enlarge a website, potentially improving its ranking on search engines.

Blogs are valuable if they focus on information customers really need. If a blogger provides valuable, relevant and compelling information, chances of resonating with an audience are good. When you resonate with your audience, you pick up sales.

When the time comes for someone to choose a funeral home, Legacy Funeral Chapels wants their name to come to mind. Blogging can help. Contact us to learn more.

Lessons learned from the likes of Alice and Olive

Joan Koehne 2 Comments

It’s time to regroup from a hectic weekend; and what a weekend it was! Saturday night was spent at the 70th annual Alice in Dairyland finale at the Lambeau Field Atrium. On Sunday I celebrated Mother’s Day and watched the Machickanee Players’ performance of “The Odd Couple,” female version.

Halfway through my weekend I noticed a theme developing – talented women are everywhere. I certainly saw my fair share on Saturday and Sunday.

Amazing on-stage presence

The six finalists in the Alice in Dairyland competition were outstanding; all were knowledgeable about agriculture and well-prepared for the competition. I marveled at how casually they took hold of the microphone and launched into their 5-minute talks, without the aid of notes. All six had college-level training in marketing or communications, and it showed.

Alice in DairylandWe heard two presentations from each finalist and a heartfelt, humorous farewell message from Ann O’Leary, the 69th Alice in Dairyland. During her reign she spoke to thousands of fourth-graders and answered questions like “Why is cheese yellow if milk is white?” and “Is your name really Alice?” Her response to the second question: “No, my name isn’t Alice, but it would be a lot easier if it were!”

Crystal Siemers-Peterman of Cleveland will wear the tiara (bedecked with gems native to Wisconsin) as the 70th Alice in Dairyland. She begins a year-long, full-time job with the Wisconsin Department of Agriculture, Trade and Consumer Protection, travelling the state to promote Wisconsin’s agricultural industry.

Comedic timing was superb

That brings me to another performance featuring talented women. Oscar and Felix were replaced by Olive and Florence in the female version of Neil Simon’s “The Odd Couple,” performed at the Park Avenue Playhouse in Oconto. The classic comedy about the mismatched roommates – one a neat freak and the other a slob – was both funny and poignant. I especially liked watching Olive, Florence and their four friends bond over their weekly Trivial Pursuit match-ups. They showed how female friendships can be cheeky and wacky, yet tinged with warmth and honesty. The cast pulled it off beautifully! I could just sit back, relax and drink it all in.

Moms have hidden talents

Mothers were the third set of talented women I came in contact with this weekend. The talents we share with our families day-in and day-out largely go unnoticed. Our contributions go beyond household chores and childcare duties. We give our kids support, show them our love, and most importantly, help them move out! But honestly, I love having the kids come home, whether for a weekend or a summer.

On Mother’s Day, I was reminded of the time our college-aged daughter called home, saying she needed to talk to someone. “Aren’t your roommates around?” I asked, clueless. I could hear the impatience in her voice as she said, “I want to talk to you!”

I didn’t say any magic words or quote any great philosophers, but by the end of our conversation I’d said enough to put her life back on track.

That’s a talent all in itself!

Robot Wizards

News/Magazine Article Sample

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Newspaper story about robotics team from Wisconsin wins national VEX robotics competitionAfter being contacted by parents with well-deserved pride in their children’s accomplishment, I dusted off my reporter’s cap. It easily fell back into place, and I was once again a journalist. This time my title was freelance writer, instead of newspaper editor.

What makes this newsworthy?

I had an opportunity to return to my roots in journalism to tell the story of a talented group of teens who are passionate about robotics. It was a privilege to write about their accomplishments and snap a few photos.
I can assure you, this was much more exciting than reviewing sheriff’s reports and following court cases.
This was one of those fun newspaper stories to write because of the unique storyline and its positive message. I was impressed! This trio of engineering and robotics experts succeeded on the national level. My goal was to tell a story, not just write one.

Why choose a freelance writer?

Newspaper staffers are often busy with multiple assignments and the day-to-day operations of publishing their product. Sometimes the opportunity to report on a newsworthy event gets missed, and the subject of the article and people involved miss the recognition they deserve. When I write and submit a story as a freelance writer, I am not always guaranteed the article will be published. Emphasizing its timeliness and its human interest angle often makes it an easy choice for editors to find space available in their publication. Editors are often looking for interesting, well-written articles that are relevant to their readership.

How does this fit my situation?

Depending upon your topic and event, I can help you determine where it fits best – as a news story, feature article, press release or guest column. In most cases, I’ll save you the hassle of submitting the article. I’ll make sure it gets to the appropriate news outlets.

I’m looking forward to my next opportunity to share a story with a newspaper audience. Journalism allows me to do something I truly love and help people at the same time.

Wonder Writer Meets Her Match, Squares Up Against the Best in the Business

Joan Koehne Leave a comment

The big news out of Titletown this weekend? The Green Bay Packers 2017 draft picks. What about the big news out of Untitled Town this weekend?

Never heard of Untitled Town? It’s a first-time event in which readers and writers congregated for three days of homage to the written word.

The Untitled Town Book and Author Festival incorporated more than 70 events in 7 different locations in downtown Green Bay. At writing workshops, panel discussions, and readings I found solidarity with others who truly love words.

Joan Koehne at Untitled Book and Author Festival
Joan Koehne attends Untitled Book and Author Festival.

The presenters were generous in dispensing nuggets of wisdom about their writing. Here are a few gems I packed away:

  1. No finished work is done until someone else reads it.
  2. Writers are divided into two categories: Plotters, who plan carefully, and Pantsers, who write by the seat of their pants.
  3. Readers are seeking a “rabbit hole” — an escape from their jobs, their kids, and their dirty dishes.
  4. Writing is a process. Stories don’t just pop out full-borne. They need to be massaged over time.
  5. Two things are critical to improve your writing: Read a lot, and write a lot.

I call myself Wonder Writer, but I think I met my match this weekend!

These writing professionals are fervently dedicated to their craft. After all, it can be a years-long journey from the first word written to the date a novel is published.

When I consider this daunting scenario, I’m thankful I spend my days crafting 250-500 words at a pop in the form of website content, blog articles, news releases and the like.

I walked away from the conference inspired, yes, but even more so, I felt proud of my role as a storyteller (minuscule as it is) in a vast and diverse writing industry. For this, I thank the creators of #UntitledTown. Can’t wait for next year!

Spring cleaning uncovers a simple, yet precious, treasure

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Joan is reminded of writing a letter to Will Koehne.
Here’s a throwback photo of our family at Will’s graduation party.

Nothing takes you back in time like reading an old, handwritten letter that you don’t recall writing.

I was doing some spring cleaning in our son Will’s bedroom this week and came across two boxes of “treasures” he had saved. Inside one box I found a couple of letters I wrote to him six years ago, right after he left home to attend college.

I was touched. I guess those letters meant something special to him. They meant something to me, too. I couldn’t read them fast enough, yet I wanted to read them slowly to savor the memories.

Those letters to our son were filled with news about home, like his sister’s “chipmunk cheeks” because she had her wisdom teeth pulled and how we were eating green beans from the garden, even though it was late August.

Reading the letters was like opening a time capsule dated 2011 with the title: The Koehne Family Chronicles. The subtitle would have read something like this: Mom and Dad send firstborn to college – and they miss him. The words of those letters connected us to our son during a pivotal time in our lives. He was learning about independence, and we were learning about letting go. Writing those letters was a way for us to connect with our son.

Isn’t that what writing is all about? Making connections?

The writing I do today is called content marketing. I’m creating and sharing online content that piques the reader’s interest. Although the content isn’t sent in the form of a handwritten letter, it has that same ability to resonate with the reader. The content is authentic and original. It’s interesting. It’s conversational. It gives a glimpse into what’s important today.

Whether I’m writing website content, news releases, blog articles or newsletters, I strive to connect with my audience. Making that connection is one of the first steps to making a sale. What audience are you trying to connect with? How might Writer to the Rescue help you make that connection?

What moonshine and mountains taught me about marketing

Joan Koehne Leave a comment

Hiking in the Tennessee mountains with my husband was a lesson in taglines. I just returned from one of those quintessential vacations – a 12-hour car ride that involved my family, overstuffed suitcases and the singing of “100 Bottles of Beer on the Wall.” We eventually made it to our destination, a resort in the Smoky Mountains of Tennessee. After a week of sleeping late, eating out, seeing the sights and hiking the mountain paths, we made the long trek home again.

To pass the time while traveling, I scoped out the license plates of the cars and trucks around us. I also looked for license plates when we stopped at look-out points or tourist attractions, like the aquarium we visited and the salt and pepper shaker museum. Now I can say I’ve seen some of the wildest salt and pepper shakers imaginable – 20,000 pairs altogether.

Reading along the route 

As we traveled from state to state, the license plates changed. The Welcome signs changed, too, as we crossed the borders. “America’s Dairyland” (Wisconsin) led us to the “Land of Lincoln” (Illinois) to “The Crossroads of America” (Indiana) and eventually to “The Volunteer State” (Tennessee).

Taglines were also paired with city names, like “Gateway to the Great Smoky Mountains” for Gatlinburg, Tenn., and “The Center of Fun in the Smokies” for Pigeon Forge, Tenn.

Potent taglines

License plates and Welcome signs make me think about the power of words and specifically, how short phrases can pack a big punch. Like the moonshine recipe we heard about on our tour, taglines are composed of a few simple ingredients. With just a few sips of moonshine, you’re feeling the effects. Don’t you want a tagline to be just as potent?

A well-conceived tagline should be descriptive and memorable. For example, as Writer to the Rescue, I’m the “Wonder Writer” who is “Saving the World One Word at a Time.” My title and motto match the superhero image of my logo and the above-and-beyond writing services I strive to provide to clients. The various themes are integrated together, and the message is clear.

What makes a strong tagline?

I believe that brainstorming is the key to developing your best tagline. Begin by listing the attributes, features and benefits of your business. Ask yourself questions like “What image do I want to portray?”  “What words will connect with my audience?” and “What is the vision I have for my company?”

Your unique brand deserves a strong tagline and well-developed marketing presence. That’s where Writer to the Rescue can help by assisting with website content, blog articles, news releases and other written communication. Send an email to joan@writertotherescue and we’ll get started.

Taglines example of the Museum of Salt & Pepper Shakers

Newsletter sample

Joan Koehne Leave a comment
Oconto Falls School District Community Newsletter March 2017
Click on image to view PDF of newsletter.

During the 2016-17 school year the Oconto Falls School District conducted a three-day conference called Destination Education. The conference brought together business owners, community leaders, parents, students, teachers and administrators in order to plot a path for the school district for the next 10 years.

Communication is key

One of the top take-aways from Destination Education was the need for better communication and a closer connection between the school district and its residents. Quarterly newsletters strive to achieve those goals. Newsletters allow the school district to effectively connect with people in the community, while sharing important news and information plus highlights of what’s going on in the schools.
The school district utilizes the newsletter to reach residents who don’t have children enrolled in the schools and residents who are less likely to go online to the district’s website and social media platforms.

Educating voters

To kick off this new form of communication, the district focused on a pending referendum. The goal was to help district voters understand the financial needs of the district and learn about specific projects and initiatives, their benefits and the tax impact associated with an $11.5 million, five-year referendum proposal. The referendum was not only successful, it passed by a higher margin than expected.
The newsletter will continue to be an effective communication tool and serve to improve personal contact between the district and its residents.

Style elements

Highlights of the newsletter include the following:
 The information is presented in a clear, easy-to-understand format
 The font and style of the type make it easy to read
 The full-color design and graphic layout appeal to the eye
 The photos give readers an inside look into the schools
 The newsletter is integrated with the district’s new district website,

Best of all, the district has a new way to reach out to the community and share the pride of its accomplishments.

13 Tips for Writing Superpowerful News Releases To Get Your Audience’s Attention

Joan Koehne Leave a comment

Hi,
This is Writer to the Rescue with a powerful promotional idea for business owners and organizational leaders.

News releaseBefore I start “saving the world one word at a time” by telling about the superpowers of a news release, I’d like to talk numbers. As a mild-mannered newspaper editor – my alter-ego for the last 7-plus years – I touched 70-90 articles/photos a week. Included in those files were press releases of all sorts.

According to my calculations, I’ve processed nearly 8,000 news releases in my lifetime. I’ve read plenty of really good news releases, and some, well, let’s just say they fell short of their mission.
Let me offer these 13 tips about what makes a good news release:
1. Be Newsworthy: Choosing your topic is a good first step. Write a news release when you have an announcement to make like a milestone anniversary, new acquisition, open house, etc.
2. Be Timely: Distribute your news release within 2 weeks of the event or date you’re recognizing. Know and follow the publication schedules of your news outlets.
3. Be Courteous: Address editors by name and write a short note explaining your purpose for sending the news release. For a time-sensitive news release, suggest an ideal time for publication. Thank the editors for their consideration. Attach the news release as a Word Document and photos as .jpg or .png images.
4. Be Thorough: Make sure to include all important details, like name, address, email and phone number. For events, use the formula of time, date, then place for consistency and simplicity.
5. Be Readable: Ask yourself what your audience wants to know, then answer those questions. Keep the news release under 400 words, and check it closely for grammatical and spelling errors before you submit it to news outlets. Use short sentences and short paragraphs.
6. Be Conversational: You can use templates to provide a structure for your news release, but put the information in your own words. Otherwise, the news release sounds “canned.”
7. Be Visual: Include 1-2 photos with the news release. Write a caption explaining what each photo is about. Identify people in photos by first and last name, left to right. Identify them by title, too.
8. Be Promotional: It’s OK to blow your horn! A great way to do this is by quoting someone who has something positive to say. Quotes are great because they let people tell their own stories. Plus, the reader’s eyes are attracted to quotes.
9. Be Informational: As an addendum to your news release, include an “About Us” paragraph describing your business or organization. It’s your last chance to leave an impact on the editor, so make it professional and descriptive, but brief.
10. Be Patient: Write it. Edit it. Share it with colleagues. Tweak it. Sleep on it. Then submit it.
11. Be Careful: When you submit a news release to media outlets, be sure you attach the correct document and photograph. This prevents embarrassing follow-up emails to correct your mistake.
12. Be Knowledgeable: Do some research to determine the best media outlets for your announcement. Use the correct email for the media outlet or the submission process that is standard for the media outlet.
13. Be Smart: Consider partnering with a professional like Writer to the Rescue to prepare your news release. What’s your specialty? Chances are, it may not be writing news releases! It happens to be a specialty of mine. To get started, contact Joan@writertotherescue.com.

shepherds pie

Here’s to Casseroles, Content and Creativity

Joan Koehne

Content marketing strategy is a little like a shepherd’s pie. For those who don’t know what a shepherd’s pie is, let me explain. It’s a baked casserole in which meat is at the bottom and mashed potatoes at the top.

What about the middle? Recipes for shepherd’s pie vary greatly in the ingredients for the middle.

So what does this have to do with content marketing strategy?

The meat and potatoes provide the structure for the shepherd’s pie: the organization, categorization and main components of the dish.

The middle is like the substance of content strategy: the story, topic, brand, voice and tone that fill in the structure and make it a delicious dish.

Content strategy puts into use a wide range of tactics, just like the middle of the shepherd’s pie can have a wide range of ingredients: canned corn, diced tomatoes, etc.

The goal of adding all these ingredients is to create a delicious meal to enjoy. The goal of a content strategy will be to successfully achieve business goals and meet audience needs.

You need to peel, slice and mash the potatoes and put together the different ingredients of the shepherd’s pie, which corresponds to the need to create posts, blogs, photos, videos, etc. for content.

The reward for your work in the kitchen is to eat the shepherd’s pie and think about how good it is or how you might change ingredients to make it better, much like you monitor content for its effectiveness and adapt strategies as the audience responds.

Then there’s cleaning the kitchen and doing the dishes, which is much like deleting inaccurate or outdated content on social media platforms.

This is why I believe content management is much like a shepherd’s pie – without the yummy taste.