Doktor Spinn - Digital PR Blog
≡ Menu

Doktor Spinn


Do you know how to grow your business and brand online?

If you want to learn all the insider PR secrets on how to:

> get online influencers to share your message
> attract and convert online engagement
> create your first 1,000 true fans

… then just enter your email address and click “Subscribe”.

Why Conversation Marketing Is Overrated


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:

[click to continue…]

Content Is King: How To Produce Royal Content On A Budget

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?

[click to continue…]

How To Deal With Internet Trolls

Internet Trolls

I often help companies and organizations to deal with internet trolls. Either directly or by setting up new internal processes for dealing with them.

It’s sometimes challenging to accept that it takes time to repair an online culture gone wrong.

In some not-so-rare-cases, the “trolls” aren’t actually trolls, but rather normal and valuable customers who are right to be angry. Such cases calls for issues management, crisis management and crisis communication — depending on the specific situation.

Still, sometimes you have to deal with internet trolls going wild. It’s sad, but it’s a job that needs to be done. In Sweden, we even have a television show where we hunt some of these trolls down.

But don’t despair. There’s a lot of great tactics to resort to — and I’ve listed them here in no particular order:

[click to continue…]


When most people think about their websites, they think about what’s on their front page and the pages you can reach from the navigation menu.

And those pages are important. You do want a clean and easy-to-navigate menu — and your most popular pages easily accessible.

But imagine if there was a whole new universe of content underneath it all …

What would that be like?

[click to continue…]

How To Actually Get Storytelling Into Corporate Blogging


It’s quite difficult to become an accomplished storyteller. I would know, having spent most my life dreaming of becoming a novelist. There’s just all of these factors coming into play when you’re trying to tell stories that captivates and entertains an audience.

And being able to do this in a corporate context? Well, you can of course take the scenic route and actually learn how to write long- and short stories. But for corporate flacks like you and me, shouldn’t there be an easier way than becoming an accomplished fiction writer?

Here’s what I’ve discovered:

[click to continue…]

Point To The Button, People

Pointer Trick

This is going to be a short post, so pay close attention dear readers.

I’m going to reveal a favourite trick known to most conversion specialists, but not to the average digital marketer. It’s fun — and a little bit weird, too.

We all debate (well, some of us) colours of buttons for maximum conversions. But there are more to getting that oh-so-important click than that …

Here goes:

[click to continue…]

Why You Should Use Call-To-Actions In Digital PR

Call-To-Action (CTA)

By know, most are getting used to the idea of including CTAs (call-to-actions) in their online messages. A call-to-action is basically where you tell people what to do next.

Let’s just contemplate this for a while … what to do next?

Having struggled with creating great content, publish it in a timely manner while being social with your community. If you forget about the next part, you’re of course excused. It’s pretty easy to forget about it.

However, I would argue that this next is the most important aspect of them all.

Here’s why:

[click to continue…]