Stick to one language when you blog

It’s interesting to watch how something can become a ‘truth’ just because ‘everyone’ is doing it. One of the things that a lot of bloggers are adapting to: Squeezing two different languages into the same post.


Typically in the Nordics, for example, you would have your native language first, then an English summary at the bottom.


The bloggers I talk to tell me it’s to get a broader audience and to please their international readers. Fair enough.

It’s important to realize what you are sacrificing, though. When you mix two languages on one page, Google gets confused. It doesn’t know how to index you, causing you to drop dramatically on the search results.

Sure, the people that already found you can understand you. Unfortunately, new people will be unable to find you via the world’s biggest search engine and traffic driver.

My advice would be to go all-in to one target group – Local or International.

If you want both, create two blogs. You’ll have two different audiences that expect to be communicated with in slightly different ways.


How many hashtags are too many?

When the Twitter community started using hashtags in 2007, it was to enhance the experience of the service. Using a tag to track a conversation or a topic across the whole platform made it a lot easier to follow – and to be heard. Instagram was introduced 3 years later and used hashtags as well. The big difference was how the Instagram community chose to use it.


On Instagram, it’s not uncommon for someone to throw in 5-6 hashtags on every post. Of course, this is done as a vague attempt to have someone – anyone – from across the network to notice their hashtag and pick up on it. The truth is, it ruins the user experience and doesn’t bring enough traffic to make it worth it.

Also read: You don’t want traffic, you want an audience

I’ve written about this many times, but I can’t say it enough. The most valuable thing you, as a brand or as an influencer, can have is your core audience – the people who engage with your content and add value to the conversation. It’s about them. It’s not about you.

Going all crazy with your hashtags gets very little results in terms of attention, but creates plenty of frustration for your core audience.

Stop doing that.

Hashtags were created for tagging a piece of content to one topic or one conversation, not six. Focus on things that add value for your audience, not that create confusion.



Take yourself seriously

The media has given Norwegian bloggers a bad reputation. The bloggers gave them the pleasure of being right.

I’ve worked closely with bloggers for over 12 years. I’ve seen different phases of how they work, how the media sees them, how they see themselves. It’s been interesting noticing patterns and helping bloggers succeed in every way I can.

For too many years now, the word blog, blogging, being a blogger have been looked down on in Norway. People tend to think of blonde girls writing about stuff no one cares about. That could not be farther from the truth — but unfortunately, not even the bloggers are standing up for themselves.

I did a keynote for all bloggers from United Bloggers in January. My main message: Step up your game. (see it here)

It’s time they start taking themselves seriously. If they don’t, no one will.

Being a blogger that actually makes a living serving their audience is hard work. Creating content that people actually seek and are engaged by is not easy and a skill I have absolute respect for. It’s something most big brands are not able to do.

Anyone can get traffic, but to create an audience is something not many people are able to achieve. And on top of that, to be able to make a living from it…Wow.

So it’s long overdue that these influencers get the respect they deserve. They are the trendsetters of our generation. They set the agenda. They are important people.

But before the people will see them with respect, bloggers need to respect themselves.

So to all bloggers: Keep your chin up. The next time someone asks what you do, answer proudly — I’m a blogger.


Sponset vs reklame

Det har vært mye prat om ordlyd på innhold som hvor mottaker har fått en fordel eller godtgjørelse for å produsere innholdet.

Mange mener at det bør merkes som reklame, andre mener det bør merkes som sponset innhold. Jeg mener at det er viktig at vi definerer hva de forskjellige begrepene betyr, og på den måten er det veldig tydelig hvordan det bør merkes.

Reklame er når en merkevare har produsert innhold som de betaler for å få synlighet for. Som en TV reklame, der reklamebyrå har laget en film som et mediebyrå har plassert på TV-skjermen.

Sponset innhold er når en merkevare har gitt en godgjørelse til noen som produserer sitt eget innhold for å få en plass i det innholdet. Det er altså ikke innhold styrt av merkevaren, men oppfordret av merkevaren.

Hadde en blogger postet samme bilde som brukes på utendørsreklame som et innlegg på bloggen sin så er det selvsagt reklame. Man bare plasserer innhold laget av merkevaren, men om bloggeren selv skaper innholdet – så er det sponset innhold. Fordi merkevaren er ikke i 100% kontroll, det er bloggeren som bestemmer hvordan innhold og budskap utformes.

Reklame er innhold skapt av merkevaren, plassert på en flate. Sponset innhold er innhold skapt på oppfordring av merkevaren, men hvor innholdsskaper står for innhold og produksjon.


Who are United Influencers?


A lot of people ask what I’m doing these day, and how the company is going. So it felt natural to write a blogpost about it. So much has happened since we launched last December. We used to call ourselves United Bloggers in Norway, but with a merger with the app MIKZ and a bigger team. Our vision for the company has grown with it.

We are United Influencers. We provide brands a dedicated audience through people with a loyal and dedicated audience. We are an influencer marketing agency.

We strongly believe that it’s a big difference between traffic and an audience. Where traffic is just people passing by you, and audience shows up specifically to consume the content created.

We work with a few selected influencers in every country we are based, where we represent them and help them on all digital channels.

So far we work with over 200 influencers in Norway and Sweden. From the football player Zlatan, the actor Mikael Persbrandt to the bloggers Viktor Frisk and Lene Orvik. All very different people, but with a strong dedicated audience.

It’s been one hell of a ride so far. And with the incredible team we have in place, we are ready to take this to the next level. And I’ll of course take you guys along this journey.


Lost and found – confessions from a blogger

I couple of weeks ago I wrote an essay about automation, and that it made me loose touch with Twitter. The feedback’s been good on that piece, and it got me thinking further about how I communicate and what type of content I put out these days.

When I started creating content, now over 12 years ago, it was very personal. I loved that. And I’m realising now that I never felt more close to my audience as I did then. I’m still personal some places online, mostly my letters, but my blog especially have become gradually less personal. I’ve skipped the contex of why I’m sharing what I’m doing, and my feelings around it – and just jumped into lists and short bursts of thoughts. It was easier, and it got more views.

But it also made me loose the tight connection I had with my audience. Something I’m just realising, and that honestly makes me sad. For me having a close relationship to my audience is the most important thing. I would rather have 10 close readers, then 1000 random ones.

The last 14 days I’ve created a video daily from my life, a vlog of some sorts. I forced myself to become personal again. It’s been loads of fun, and also sparks my creativity in ways I have not felt in many years. It’s really exiting!

So it’s time to get my blog back to what it meant for me and my audience back in the days. I’m going to try to create more personal content again. Not relationship advice or what I’m eating for breakfast, not that personal. But more of the stuff that’s in my head at any given time. Not just stuff designed to further my personal brand, but stuff I think you as the reader would appreciate.

More REAL content, less click baits and quick fixes. Great content needs to be spent time on, and it needs to mean something for me – and for you.

Like this great piece from a girl called Nicole Eddy about her recent trip to Zambia. Talk about putting your heart and soul into every word. Very inspiring to read!

So yeah, let’s see where this goes?!


Automation ruined my relationship with Twitter

I fell in love with Twitter back when everything happened via SMS/texts. I’ve never felt more connected with the world. It was love at first tweet.

I was one of the first few hundred of Norwegians who had an account back in 2007. I was hooked. The conversations, the attitude between all users – the willingness to help each other.
We were defining how we wanted this community to grow and develop.

I used it daily, hourly even. I met people via Twitter everywhere I went in the world. I got new friends, I met new clients. It was great.

Today. I’ve completely lost my Twitter game. I no longer feel anything when I log in and see tweets. It’s just a mess, and building relationships on the service is getting harder and harder. For me, anyway.

I’ve been thinking a lot about this lately. I think that services like Buffer and other automation services where you don’t need to be in front of a screen to post something, has ruined Twitter for me. I’ve automated myself out of my own game.

The people following me was really interested in the content I shared. And by the simplicity to just add articles in a queue it got too easy. I started focusing on just sharing, not the conversations I really loved (idiot).

My followers count kept on growing, but I stopped logging in daily. I stopped loving Twitter. I even blogged about that twitter is dying (I still believe that) within the next two years.

But, I will still give Twitter another chance. With me visiting New York this week and seeing how you still can connect with interesting people via Twitter – I won’t give it up. I will just try to get back to me building relationships via Twitter, instead of just sharing stuff.

So no more robots, more humans.


StoryYELLING — yeah, not a typo

A story is only interesting if people pays attention to it. If you loose their focus your story will be broken.

That doesn’t mean that you have to yell your story to your audience.

The best storytellers I know almost whispers the most important parts. If the story is good, and the timing is right. People will listen no matter what.

It’s the same with marketing. The channels is not that important. It’s your story, the context and the timing that matters.

Don’t be a storyYELLER, be a storyteller.

Focus on telling the best stories to your audience, and stop spending to much time, money and energy on channels and technology.