Friend or foe? No, the question is: friend or business page when it comes to Facebook.
In the rush to “get on Facebook” many have made a common mistake. The mistake is setting a personal profile but using it for a business. Are you “friends” with a business? Tsk, tsk. That small business set it up wrong. No worries, though: it’s an easy fix. Here’s the “how” and “why”:
Tweet
Original content is highly valuable
My specialty is content marketing. This field combines traditional marketing skills with new media fluency, specifically social media. I arrived at this specialty after several years professional experience in online media.
I am particularly interested in helping companies and organizations explain their “green” initiatives to customers, constituents, and other stakeholders.
Select list of content-driven marketing clients:
Aol – America Online
Will the future bring more walkable development? Creative, adaptive re-use of buildings? These and other “green” themes explored in content for three specialized real-estate websites. Also managed social media for three Aol properties, resulting in +1556.67% ytd growth. (2009-2010)
Big “O” Tree
Whether you choose beautification, environmental health, or just plain enjoyment as your top reason to love nature, it’s good to know you can find specialized content pertaining to health and care of Mid-Atlantic plants and trees. Also designed the website. (2010)
Content Marketing Institute (CMI)
Wondering how content marketing can help your online presence? I am a regular contributor to this thought-leader industry site. In addition, I produce case studies from other online content marketing experts.
Imperial College London
Americans might find a 7ft-tall thermometer a “weird” college mascot. Not so at one of the finest British institutions. Content for existing and prospective students as well as alumni takes a fun look at the history of, and current status of, mascotry at the university. (2010-current)
Mary Baldwin College
Environment-Based Learning is the next nationwide teaching trend; MBC is offering one of the only masters degree teacher certification programs, and yes, specialized online marketing content is required. (Via Moore Public Relations, 2010)
Shenandoah Resource Conservation and Development (RC&D)
Don’t be foolish: farmers are indeed aware of their vital role in restoring our natural world. Managing content online and offline assures multiple stakeholders are informed of progress. (2010-2013)
TXU
Everything is big in Texas – including the state’s largest utility company and it’s desire to offer innovation solar, wind, and other options to its customers. Brighten, TXU’s collection of consumer-level conservation products, requires specialized content marketing. (2010-current)
Content Strategy in 5 Steps, illustration: Shelly Bowen
Content strategy is a natural extension of the work I do for many start-up/small businesses. Typically, this is in conjunction with other content marketing services.
You can read more about specific projects below or follow “latest news” and blog entries at this website.
Web Design/Content Strategy
Autumn Olive Farms (in process)
Big “O” Tree and Lawn Service
George Bowers Grocery
Liz Beavers – more about the process
McCaskey Law
T&E Meats – more about the process
Content Management and Strategy
Shenandoah Resource and Conservation Department (RC&D) – Flex Fencing project, 2010-2013 – more about this “offline” content management
Professional Experience
Director of Content Strategy – Geezeo.com – (2007-2009)
Multimedia Designer – Sony Pictures Digital Entertainment – (1999-2003)
Here are details about social media services offered.
Social Media Strategy Consulting
Autumn Olive Farms (Waynesboro, VA)
Best Address (Washington, D.C.)
Big “O” Tree (Stuarts Draft, VA)
Eastern Mennonite University (Harrisonburg, VA)
Liz Beavers, sculptor (Staunton, VA)
T&E Meats (Harrisonburg, VA)
RVNN.tv (Elkhart, IN)
Social Media Management
Three real estate brands, Facebook/Twitter: Aol Real Estate, Rented Spaces, Housing Watch – Aol (America Online) – 2009
George Bowers Grocery, Facebook/Twitter – (co-owner) – 2008
Geezeo – 2007
Social Media Monitoring and Reputation Management
~ clients not disclosed ~
Clients determine best course of action and response when I alert them of discussions relating to their brand and service.
Social Media Instruction
Facebook for Artists – Artisan Center of Virginia – Spring 2011
Introduction to Facebook – Staunton Parks and Recreation – Spring 2010
Introduction to Social Media – Staunton Creative Community Fund – Fall 2009
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
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?
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
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
My only regret? That Liz charges so little for her unique clay sculpture. I’ve recommended she raise the prices in 2011.
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:
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!
Confession time: earthworms gross me out.
I mean, worms really make my skin crawl….I totally respect what the humble earthworm does, but still… ick!
So, it’s rather amusing that I’ve written a few articles on the topic. It began with an Aol article about earthworms last year and, more recently, for this month’s Flavor Magazine.
The weird thing? I’m actually considering buying a vermicomposter…so long as I don’t have to touch them.
Here’s an excerpt:
Compost is considered “black gold” and any gardener will attest that happy soil makes for happy, healthy, and beautiful, plants. The secret? The ultimate “black gold” compost made in partnership with humble, wriggly worms. The vermicomposting process starts in your kitchen and comes back full-circle to your kitchen when you enjoy the bounty of your vegetable garden.
For anyone unfamiliar with worms – in the kitchen, no less! – consider the benefits. First, you’ll take stewardship of the land by reducing landfill waste. Secondly, you’ll enhance your soil’s fertility lost from years of pesticides and mismanagement. Thirdly, you’ll enjoy more flavorful homegrown food, too.
Here’s how you can start creating this “black gold” right in your kitchen. Don’t worry: it won’t smell, and, the worms won’t make a great escape!
Curious about building your own rain barrel? I built one and wrote an article inspired by the process. It appears in the June/July issue of Flavor Magazine, a magazine dedicated to “Cultivating the Capital Foodshed” in the D.C./Virginia region.
Rain, Rain, Go This Way
An excerpt:
A rain barrel has many practical uses, whether you’re an urbanite, a serious gardener, or somewhere in-between. A rain barrel can service a small, urban herb garden, for example, or maintain stretches of suburban lawn. Gardeners in particular appreciate water from rain barrels because harvested rainfall does not have the additives or chemicals some municipalities add to the water supply. Plants respond better to water that hasn’t been softened.
Excerpt from the article “Contain Yourself: The Simple Art of Growing Edible Plants in Pots” for Edible Blue Ridge:
For apartment dwellers, those with small yards, or even newbie gardeners who want to start slow, edible container gardens are a wondrous solution.
Their modular nature gives you the freedom to move them around, depending on where they seem to be thriving. Container gardening also can be easier to tend. Pots that are tall or set on a step can eliminate bending and straining. Plus, potted plants are less prone to weeds, which, when they do pop up, are easier to pull out.
Click here to read the rest, or browse the latest issue of Edible Blue Ridge.
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