Archive for the ‘content strategy’ Category
Preparing for Content Evolution
Content is constantly evolving - are you prepared?
Ah, silly content producer…. did you think that you could rest easy after battling zombie content that never dies?
Uh, no.
Besides zombies, you have to worry with something else, too.
No, we’re not talking about finding the “next Twitter” or searching for the “Facebook killer” or discovering some cutting edge app. The distribution channel doesn’t matter as much as this factoid:
Your content will evolve. Will your brand’s online marketing efforts evolve along with it?
Not so long ago web content was treated a lot like traditional print content. You built it, got it approved, and forgot it. Now, with Web 2.0 tools you’re expected to keep that content updated and fresh — expectations set by both the public and the search engines. This is the inverse of zombie content — and it is demanding. Darwin-esque demanding, in fact, if you want to win with content.
I am working again with a client whose website I built wayyy back in 2006. Naturally, this clients’ business has evolved, as has the marketing needs. The new site requires the flexibility to allow for content evolution. We left the “set it and forget it” online communication stage ages ago.
Here’s what you can do to prepare for ever-evolving content:
1 – Invest in a content management system and teach stakeholders how to use it. This is not carte blanc to let just anyone near your site. Hell, no. You still need content leadership and one person in charge of editorial considerations (not your intern, people, please!). Rather, you want to build a content system backbone that allows for frequent and easy updates. Where appropriate, teams or groups can feed the content beast of your site… again, with dedicated leadership in place to ensure standards are met and marketing messaging is on point.
2 – Accept that content changes. Some people are in great denial here for one simple fact: it’s a lot of work. Sure, you can still slap up a website and forget it. But in an environment growing to expect engagement, is a static site enough? Winning with online content demands that someone manage the regular influx of new material. And again: you need someone to keep your new content on message.
So, bottom line. Is your online content vibrant, alive, and growing? Have you evolved?
Why Your Content Cannot Die!
- Image by Emmanuel Blum via Flickr
Web content is a funny thing: it cannot die.
I was thinking of this while finishing up the latest for “Odd Staunton” titled: Swannanoa Palace, or, Why You Cannot Die!
Sure, content can and does get buried and forgotten. It falls into cracks in the inter-webs, patiently awaiting the search spider to find it again.
But it is there: lurking like a zombie awaiting reanimation.
The problem is that even after you delete content a clever person or search engine seeking it can usually find it.
So what do you?
You plan for content’s eventual “death” from the front page of your site and it’s top ranking search results. You plan for content’s life after the limelight…knowing that eventually another spotlight will find it.
By “planning”, I recommend two careful content marketing considerations:
1 – Is it enticing? You can be sure that most “seo” drivel is boring repetition of keywords. That stuff *is* buried and forgotten. Instead, craft quality content in the first place.
In the writing/marketing world this means a combination of knowing your audience and at times being provocative. (In the above example, don’t you want to know the “Swannanoa Palace secret” about “why you cannot die”?)
2 – Will others use it? This is an area ripe for discussion because traditionally creative people could only benefit financially if they kept all the rights and usage to themselves. There is still a need for this in some areas. However, it is also urgent to understand that your web content WILL be used by others, creative commons license or not.
So, plan for your content to be used by others. Embrace it. (Yes, this attitude takes practice.)
Here’s a brief example. A few weeks ago I wrote about renters, community gardens, and changes in land use legislation for Aol. The post lived there for awhile and fell off the front page in the perpetual motion of news. Days later, this post was picked up by Pepsi’s Refresh site. Pepsi followed some best practice reuse: crediting, and linking back. Why wouldn’t I, and Aol, not be happy? (Linking to this site would’ve been ideal, but, considering the norm of finding content work uncredited, I’m not complaining!)
Content’s longevity is exactly why I predict we’ll see more companies and organizations wising up to the bottom-line value of paying for quality content. Spend quality dollars for it’s development and role in marketing strategy — because content never dies.
Content Marketing & Strategy for Clean Water
Managing content offline matters, too
This is perfectly illustrated in the “Flex Fencing” project overseen by the Shenandoah Resource and Conservation Department (RC&D). Challenges here are applicable to many online and offline content projects.
Observations
- Collection and organization of content is not enough if it doesn’t convert.
- By necessity, content must be presented with marketing objectives and audiences in mind.
- Not all content marketing strategies should (or can) rely on social media as a cornerstone.
Content Strategy
The Flex Fencing project is an excellent example of managing data – content – which starts offline and merges online. My ongoing role is taking this “real world” collection of data and distilling it into a usable form for various stakeholders: program funders, the organizing group (Shenandoah RC&D), and the general public.
This is where the offline world of content meets online strategy.
First, the collection of data. Consider, briefly, the river of information necessary (pun intended) for a project that includes farmers, scientists, environmentalists, NGOs, and private investors. Most projects contain similar levels of diverse audience members. To communicate to each effectively one must present different, yet relevant, portions of the collected data to each audience.
A tactical measure is to use a tool such as Google Docs where each of the groups can access specific information.
Content Marketing
Next, consider how you’ll transform this information into action. Data collection and organization is vital, but, this alone won’t embolden your audience – whether farmers or private investors – into action. That takes content marketing – even if, in this example, what you’re “marketing” is progress on, and continued enthusiasm for, a shared goal (clean water). So, to be successful the collected content must explain benefits and demonstrate concrete results in a way that speaks to your intended audience.
What about Social Media?
Social media is a cornerstone to many content marketing strategies. Therefore, it’s easy to forget that some audiences are prevented from accessing social media. No, we aren’t discussing the farmers themselves – some farmers are very savvy here.
Rather, the infrastructure: the RC&D is located in a governmental building that blocks social media sites such as Facebook.
So how to work this into overall content marketing strategy? A single web page and Facebook presence are a start. But, they can’t be the only tools because a large segment of working group is blocked from accessing social media. The alternative? Communicating across counties with tools that aren’t explicitly marked “social” but can function in a shared sense, such as Google Docs.
Side Note: Restoration Economy
This particular project is a great example of what author Storm Cunningham covers in his book, Restoration Economy. The book’s premise is that one of the biggest future economic trends involves private-public restoration projects of the built and natural environment. Can’t you see these projects demanding a combination of online/offline content strategy and marketing?
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Content Strategy for a Sculptor
Sculpture by Liz Beavers
How can content strategy and content marketing be applied to arts and crafts sales?
This was my challenge a few weeks ago when I was hired by a reptile, amphibian, and dinosaur sculptor, Liz Beavers.
Liz, a working artist for over a decade, never had a website. Here’s a peek into a portion of the strategic web communication process we developed, and the immediate results.
Challenges
- Another “Liz Beavers” is a prolific writer, a byline which could squeeze our sculptor out of first-page name search results.
- Although a sales site, Liz needed to be respectful of her existing retail outlets (galleries, stores) so not to undercut them.
- Liz also needed to leverage her existing social circles, many of whom are just joining social media such as Facebook.
Content and Marketing Strategies
Strategy 1: Blogging Filled with Keywords & Phrases.
We first focused on creating content that references ten highly targeted, and competitive, keywords and phrases relating to the kind of sculpture produced by Liz Beavers.
Content Strategy response: Since my client is a good writer and understood the challenge we made her blog the central feature of her website. Her posts contain reference to her work and to the key words/phrases she wants to “own”. Frequent updates make the blog relevant to search results, pushing down competing “Liz Beavers”.
Content Marketing response: Liz’s blog allows her audience to get to know her personally and connect with the thought and process behind making her sculpture. This, in turn, underscores the unique character behind every clay dinosaur, frog, or other highly personalized creature.
Strategy 2: Simple User Interface.
Visitors to Liz’s site should be able to find the information they seek in two clicks or less. We mapped out paths for the top three audiences: those seeking artist biography and background; those browsing available sculpture inventory; and those interested in purchasing off-line in galleries and stores.
Content Strategy response. Content is clearly communicated so navigation is a snap.
Content Marketing response. Liz can effectively speak to all three audiences while maintaining positive relations with her gallery representatives.
Strategy 3: Establish Professional Facebook Profile
Most of Liz’s current patrons tend to be older – which is fine, because this represents the fastest-growing demographic of Facebook adopters. Her Facebook profile automatically updates with the latest entries in her “Studio Journal” blog.
Content Strategy response. Integrating a professional social media profile allows patrons and collectors to connect with Liz on a daily basis via Facebook.
Content Marketing response. By being active on Facebook Liz provides social proof that her work is appreciated, and collected, by others.
Results
- We “soft launched” the website to coincide with local newspaper coverage – resulting in first sale traced to website.
- Liz now has first page Google search results in half of our highly targeted key phrases in less than four weeks. Additionally, she has also pushed down competing “Liz Beavers” entries.
- She now has a 24/7, strategic marketing piece.
- Most importantly, Liz has online sales capability for the first time.
My only regret? That Liz charges so little for her unique clay sculpture. I’ve recommended she raise the prices in 2011.
Recent Work: Odd Staunton
- Image by catchesthelight via Flickr
My friends at Deena Warner Design have hired me for an interesting, albeit, “odd” project: being the voice of their pet project, “Odd Staunton” – the “Officially Unofficial Guide to Staunton, Virginia.”
Matt and Deena started the blog as a hobby when they moved to Staunton from Northern Virginia in 2005. They are quirky, creative types (my highest compliments) and their view on the city reflects that. In fact, finding the “Odd Staunton” blog is how we met and became friends.
I’ll be writing a regular feature for “Odd Staunton” that highlights weird and wonderful things in the area. (I mean, what other cities greet you with a large watering can sculpture, seen here?) The first is a profile on Montgomery Hall Park.
Strategy-wise, this project has several objectives:
- showcasing the city’s unique personality
- using seo techniques to build on existing web traffic
- highlighting cool things, people, and events around the city
I think the Warners’ project provides a great community service, and, has already resulted in convincing another set of friends to relocate to the area.
I’m happy to be a part of it.
UPDATE:
More posts for “Odd Staunton”…
Cannon You Believe It?
Swannanoa Palace, or, Why You Cannot Die!
Content Should “GIVE”
- Image by Intersection Consulting via Flickr
How do you define your content strategy? My content philosophy is neatly expressed as “G.I.V.E.:”
G – Great content; defined by giving your audience useful, relevant, and thought-provoking information that directly speaks to their interests and needs
I – Influence; content that demonstrates your leadership, while also directing your audience to a certain behavioral outcome (permission marketing conversion, direct sale, etc.)
V – Value; expressed by your audience’s willingness to share content and make referrals on your behalf
E – Economy; content that conveys critical information clearly and quickly, understanding short attention spans and the requirement to stand apart from a crowd.
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Bling Your Ping: How and Why to RSS
Bling – not too long ago you might have resisted using this word, or wearing studded belly rings. (“It’s just not me”). Likewise, you avoided blogs, or learning tech things (“It’s just not me”). Then you noticed bling and blogs are still going strong. Why?
Times, they are a’ changing.
Now, you not only really NEED a blog, you need to BLING it out, (yo!) WHY? Blogs allow you to quickly communicate with your audience and demonstrate your expertise.
Here is some common BLOG terminology:
RSS - a/k/a, Really Simple Syndication, a/k/a blogging. You know, that thing where you can publish directly to your friends, clients, and client’s friends.
Feeds – Your content. Call it your channel, your news feed, your xml feed, or your web feed. But whatever you call it, make sure it’s interesting or useful.
Aggregators - Your news reader. How you “read the feed”. Come in two flavors: web-based or desktop. I prefer Google’s free web-based version.
PING – Your content, in a small tidy package, sent from your computer to others. That’s all you really need to know. But for extra points you can impress people by knowing this stands for “Packet Internet Grouper”.
Blogroll - Your posse of friends’ blogs listed on your site. Manage these using a link management system like www.blogrolling.com
Trackback - A ping that says, “Hey, someone at this blog is talking about you!”. Wouldn’t that be great for real life, too?
Confused? Don’t worry. Pretty soon your blog will be bitchin. Here’s a brief video to review:
