I frequently personify web content. Bear with me.
After all, it’s important to recognize that online marketing content requires a commitment. Moreover, you should prevent your content from getting sick, even though it won’t die. Quick marketing campaigns are being replaced with an overall, ongoing content marketing strategy.
So in this context, is your web content “learning”? Is it getting smarter?
By this I mean:
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Someday you may be abducted by aliens. Not “crossing the border” aliens. I mean honest-to-God sci-fi critters.
If/when this happens your web content will probably be the last thing on your mind. (I’d like to add “trust me on this”, but, I’ve only been abducted by rabid David Hasselhoff fans.)
There is a direct parallel between alien abduction and web content. It is:
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Voice Consistency in Content Marketing
How does your content “sound” to prospects?
Voice is particularly important because content marketing strategy lassos multiple kinds of media towards a collective goal. Individual bits of content need to sound like they originate from the same source (your brand).
Sprout Content highlights some reasons why voice consistency is important, including “biggies” such as:
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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)
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?
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!
Shenandoah Valley Farm
Earlier in the year I volunteered to write and design an informational brochure (embedded below) for the Shenandoah Valley’s Resource Conservation and Development Council (Shenandoah RC&D).
This lead to an interesting three year contract to organize and collect written materials for the “flex fencing stream exclusion” watershed program. The program provides financial assistance to farmers willing to erect fencing to keep animals from polluting the watershed. The fencing is typically accompanied by erosion-prevention planting techniques, too.
The program is privately funded through the Chesapeake Bay Funders Network.
From a content management standpoint the flex fencing project demands keeping track of, and documenting, numerous pieces of varied content (written materials – such as contracts and transcribed farmer interviews – to digital content, such as before/after photos).
Content is pretty essential when you think about its role securing funding for a non-profit. The content collected and managed tells the story of what’s been accomplished.
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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