Research to Policy Bootcamp - Policies for Action · Research to Policy Bootcamp Blogging and...
29
Research to Policy Bootcamp Blogging and Newsletters 101
Research to Policy Bootcamp - Policies for Action · Research to Policy Bootcamp Blogging and Newsletters 101. 2 Our Communications Strategy Research to Policy Bootcamp. 3 Why should
Research to Policy BootcampBlogging and Newsletters 101
2
Our Communications Strategy R e s e a r c h t o P o l i c y B o o t c a m p
3
Why should you blog?
Create digital content that online audiences expect and can use
Engage audiences and create community on your topic over a long period of time
Engage and educate a broader audiences including the media, lawmakers, or advocates
Presenter
Presentation Notes
an opportunity to engage a larger audience and drive them to your research, allow them to walk away with the main finding, and hopefully talk about it with others or share it on social media, also get a reporter interested in probing more in-depth Engage an audience on a single topic: This is a really effective way to have a blogging presence. Blog posts solely on tax policy, the superme court, and marco economics have been really successful in engaging specific and key audiences.
4
Engage the Audience
Write in a way that’s different from a research publication
Direct
Personal
Familiar
Opinionated (with evidence)
Presenter
Presentation Notes
To do this, it helps to be Direct Personal Familiar Opinionated
5
Teach Something
The reader should finish with a new understanding of the issue. It’s preferable to have one point per post.
Presenter
Presentation Notes
It’s really important for blog posts to have one point per post. We’ll talk a lot about length and style, but more important than this is the idea that you should have one point per post. That’s kind of the touchstone for this.
6
Make it shareable
Readers should be able to easily summarize your post in one sentence (280 characters) and share it on social media.
Presenter
Presentation Notes
Social media and email sharing are going to be the engine that drives your blog posts forward. A good exercise for this: Can you summarize it in one sentence and use that to promote the post.
7
Expand on your findings
Say what you hope to study next, or reveal implications in today’s context.
Presenter
Presentation Notes
Again, this goes back to the “single topic idea.”
8
Dive into one finding
Explain why it matters and make policy recommendations.
9
Briefly explain multiple findings
For research with lots of recommendations – but keep it simple.
Presenter
Presentation Notes
This is still “one point.” The point here is: ”There are flaws in the criminal background check process.” here are five examples of things that need to be fixed. Note: SEO advantages of the headline
10
What makes a good blog post?
Headline: Less than 60 characters, around ten words
Strong lead: A few sentences on the post’s context and what you have to offer.
Length: Keep it short, 300-800 words
Presenter
Presentation Notes
Length: This can vary depending on your audience. If you’re targeting a more sophisticated audience who wants really deep and wonky insight, it’s ok to go long. It helps to follow good blogging principals so that long text scannable: Subheads Bullets Links Highlighted text
11
People read differently on screens (especially on mobile)
Internet users scan first and read later
Mobile users will scroll to the bottom and move back to the top
People scan in an “F” pattern
Average time on page is a little over two minutes
Presenter
Presentation Notes
Length: This can vary depending on your audience. If you’re targeting a more sophisticated audience who wants really deep and wonky insight, it’s ok to go long. It helps to follow good blogging principals so that long text scannable: Subheads Bullets Links Highlighted text
12
What makes a good headline?
Descriptive search terms “Why the proficiency-versus-growth debate matters for
assessing school performance”
A single fact or declarative statement “Retaining the current price for government mortgages is a
good idea.”
Presenter
Presentation Notes
“Proficiency vs Growth” was something that was being discussed during the Nancy DeVoss confirmation hearings. Researcher seized on this and write a blog post on the issue that issue that is still the third result on Google for that term “Retaining the current price for government mortgages is a good idea.” That’s a tweetable phrase right there. And tells you exactly what the post is about.
13
What makes a good headline?
A question the blog post answers “Can Trump make Mexico pay for his wall?”
A connection between distinct concepts or an explanation of a relationship “When interest rates go up in a healthy economy, history says
home prices will rise.”
Presenter
Presentation Notes
“Can Trump make Mexico pay for his wall?”: Provocative, makes you want to read more. “When interest rates go up in a healthy economy, history says home prices will rise.” Again, tells you exactly what the post is about and is highly shareable. Note the familiar language of the last headline and ““Retaining the current price for government mortgages is a good idea.” These are from HFPC one of our more complicated topics, but they do a great job of using plain language in their headlines.
14
What makes a good headline?
Lists and search terms “Five Ways to Solve Crime”
“Nine Charts on Wealth Inequality”
“Say African American or Black, but first acknowledge the persistence of structural racism.”
“Millennial homeownership in three charts”
Presenter
Presentation Notes
These blog posts consistently rank in the top 10-15 pieces of content people visit on Urban.org due to their high ranking on search engines, especially Google.
15
What makes a good lead?
A point, finding, or reason for writing/reading within the first three sentences.
A global or national context and a sense of urgency
An explanation of why conventional wisdom is misleading
Presenter
Presentation Notes
You have to give people a reason to keep reading within the first three sentences.
16
What makes a good lead?
A surprising or compelling new statistic or finding
A correction, nuance, or explanation in response to a recent event, article, or other research
A personal narrative on the issue
Presenter
Presentation Notes
Personal narrative: Laurie Goodman: Millennial home ownership pets and home ownership blog
17
How should you conclude?
What prompted you to write the post in the first place?
Why does this issue matter for people other than those it immediately effects?
Are there policy implications for the findings?
18
LinkedIn
Pros Zero barrier to entry (part of your existing LinkedIn account)
Dead-simple user interface
Posts are easily shared to LinkedIn Network
Cons No unique domain
No design control
19
Medium
Pros Low barrier to entry
Dead-simple user interface
Robust platform for discovery
Cons No unique domain
No design control
Presenter
Presentation Notes
Medium serves up posts related to your topics Integrates tightly with Twitter There are strong communities built around Medium
20
Blogger
Pros Part of Google, so integrates with their tools
Can set your own domain name
Limited set of design templates to choose from
Cons Not as simple to use
User interface and design templates seem dated
21
WordPress
Pros Very powerful blogging and website creation platform
Can set your own domain name
Infinite design templates to choose and custom templates
Cons Can be very complicated to work on
It’s a ‘57 Chevy when you probably just need a Honda Civic
22
Why Newsletters
Drive traffic
Direct relationships
“Guaranteed” delivery
Still shareable
Great flexibility
23
How to run a newsletter
Pick a platform
Pick a format
Get writing
Tell your colleagues
Stay regular
Promote, promote, promote
24
Pick a Platform
TinyLetter
MailChimp
Revue
Substack
Presenter
Presentation Notes
Tiny Letter is the absolute simplest and you can be up and running in five minutes. MailChimp has the most flexibility as far as templates, tools, and analytics. Revue and Substack were designed for “thought leaders,” journalists, and writers. And offer some paywall options to monetize your newsletter.
25
Pick a format (and stick with it)
“Check out what I found on the Internet”
“Check out what I wrote on the Internet”
“I wrote a blog post, and now I’m emailing it to you.”
I have thoughts on several things people are talking about, and here they are.”
… and whatever else you can think of.
Presenter
Presentation Notes
Found on the Internet: Numlock news: https://numlock.substack.com Great for being seen as a resource/thought leader on topics. Wrote on the Internet: Urban Update Great if you’re prolific and maintain a healthy publication schedule Drives traffic to your own content Don’t give away the store on the newsletter. Blog post�If you’re not cranking out a ton of content, this is a great way to get what you do produce into people’s hands. You can email some or all of the post. Several things: Axios�Great if you just want to write for the newsletter and create mini blog posts on a range of topics. Purpose here is not to drive traffic, but to be seen as a go-to resource. Whatever else There’s lots of different ways to do a newsletter and mix and match these techniques. WaPo sports editor does a newsletter with a short blog post and then five stories from the sports section. But be consistent: Whatever format you come up with, stick with it so your readers know what to expect
26
Get writing
Newsletters instill discipline
The writing style is similar to blog posts
Think of it as a one-to-one email to a close colleague.
Don’t miss your deadlines
27
Tell your colleagues
Cultivate a list
Be careful who you send to
Introduce the newsletter, provide samples, and ask readers to sign up
Check your stats and think about culling your list
Don’t be spammy.
Presenter
Presentation Notes
You don't want to just add people to the list out of the blue But, you can certainly send them two-to-three issues and ask them to sign up If you see someone who is not opening and clicking through the newsletter ask the if they still want to get it and offer to take them off the list.
28
Stay regular
Daily
Weekly
Twice a month
Monthly
Every other month
Quarterly…
Pick one and STICK WITH IT.
Presenter
Presentation Notes
Quarterly is not really recommended. “What’s this? Oh yeah, Joe’s newsletter.” It’s ok to start out with less frequency and ramp it up. Just let your audience know that’s what’s going to happen
29
Promotion
Forward to a friend
“Did someone forward this to you? Sign up here.”
Email signature
Social media
Presentations at conferences
Other newsletters
Your Bio
Presenter
Presentation Notes
List your sign up form anywhere and everywhere your name and bio is.
