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> build an audience of ambassadors that supports your business
> understand the true concepts of inbound engagement
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for sale

I’m starting a new series, Monday Challenges. Every Monday I will answer or discuss a question or challenge sent in by my readers. Hopefully you’ll find this format relevant and valuable.

Without further ado, here’s this week’s challenge:

How can we use social media to sell and market a product that people buy very seldom? — Rebecka, Sweden.

Interesting, right? Let’s dive right in:

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free email course

Two months ago, I created a free 28 day email course. I did have a one-week email course four-five years ago, but that was before I had an actual email list to work with.

For the past year I’ve been working on-and-off with creating a paid video course on digital PR, so I wanted to see if there’s any interest out there for the type of insights that I have to share.

I’m also struggling with a manuscript for a book on digital PR and I wanted to test some of my ideas on smart professionals in my target audience.

Now that the PR course has been live for a while, I want to share some of what I’ve learned so far:

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I’m at Adobe Summit in London, UK to speak at a panel. The digital marketing conference is massive with 4,000+ attendees and numerous breakout sessions.

In the audience, there are according to Adobe’s database more CTOs than CMOs, which I think is saying something of how we’re evolving as an industry. As one of Adobe’s clients put it:

“We aren’t in ‘marketing’, we’re in ‘digital’. Part of that just happens to be marketing.”

Now, when I ask my readers for their biggest challenge, many tell me they struggle with keeping up with the ever-changing world of digital.

Therefore I want to outline some exciting new trends from the conference:

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write better headlines

If you’re a PR pro and a Wordpress-lover — then you should check out this powerful plugin.

(If you’re not into WordPress, maybe you should consider it? According to web legend and WP-founder Matt Mullenweg, the open source CMS powers 20% of all websites on the web.)

Now, I don’t usually write about plugins, but this one has helped me learn more about what works and what doesn’t. Don’t get me wrong; I’ve been writing all my life, but hearts and minds tend to be moving targets.

Here’s the tool:

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rganic reach facebook social

We’ve all seen the decline of organic reach for Facebook pages. I have it on good authority from inside sources on Facebook that it will continue to drop for commercial pages. They predict that organic reach will hit 0% (“Facebook Zero”) for non-boosted corporate updates in a not too distant future.

Also, Facebook advises against paid campaigns aiming for more fans for your page. Having many fans connected to your page simply won’t help you as much as it once did. Today that relationship between the user and the company is rather a data point used for paid targeting, not for organic reach.

Then why are so many companies treating Facebook like a publishing channel instead of what it really has become — an advertising platform for editorial content?

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1 comment

There’s this idea that companies should be ‘social’.

And for many, being social equals engaging in conversations on various public platforms online.

While this makes sense for many companies, the importance of conversation marketing on the whole has been vastly overrated.

Here’s why:

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royal content

This week my friends over at Mynewsdesk will be launching an experiment. They will be following a senior citizen on her first week online over at the campaign site Mynewsdesknow (the site is in Swedish).

I think the campaign will show that people can adopt to a life online quickly and actually start to produce real-time content themselves. As we’re waiting for the next 1,000,000,000 people to come online in the coming years, archives of valuable content will be a corporate asset to reckon with.

The rising need for valuable content was also why I was invited by Mynewsdesk to speak about inbound marketing at their annual Mynewsday events in Stockholm, Gothenburg and Malmö. And also why I was invited to share my thoughts on a world where everyone creates content.

Because here it is:

Content may be king. But how do you produce ‘royal content’ worthy of precious attention of others — especially if you’re a small- or medium-sized business?

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