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:

• Are you noticing the content that gets the most attention?
• Are you creating more in-depth or granular content on these topics?
• Are you organizing older content in new or unexpected combinations?
• Are you updating content for relevancy today?

In my opinion content marketing is not static. It is an ongoing process to educate and persuade your customer. This requires that the content creator must continue learning and making adjustments. After all, producing and curating the best content is fundamental to content marketing.

In the in-box this morning:

Just happened to pull up the Google Analytics today. Katie’s redesign has moved the traffic up by a factor of about 8x . Not bad for her first week.

Congrats !

The reason? Strategic content tweaks.

8x the traffic in one week = sweet.

Content tweaks

RVNewsNet.com is still a work-in-progress. However, here are the “secrets” that got us this far in a week.

• Update Site Layout
• Simplify Categories
• Add Tags
• Write Stronger Headlines

Update Site Layout

Don’t bury your content! Last week the site used a template that kept visitors three clicks from any show content. It also had pitifully small graphics—not so great for a visual medium!

Before:

RVNewsNet - Before (click to enlarge)

After:

RVNewsNet - After (click to enlarge)

This layout showcases stills from the shows immediately. A visitor can watch the video with just one click. The images are bigger, too.

Simplify Categories

You need to establish a leader when it comes to web content. Do this by constructing an easy-to-understand hierarchy. Organization matters. At RVNewsNet.com I condensed 30+ categories into much tighter organization. This helps a visitor navigate more easily.

Add Tags

There were so many categories because the team members updating the site confused categories with tags. Try fewer categories, more tags. Establish an editorial guide for contributors.

Leverage these tags by adding “related posts” plug-ins and a tag cloud. A tag cloud has the additional navigation benefit, too.

Write Stronger Headlines

Turn headlines like this:

NASA creates rv that runs on chicken fat

to:

NASA RV Powered by Chicken Fat

Note the following changes:

• it’s shorter – great for readers who are scanning
• selective caps put emphasis on keywords
• keyword “RV” is closer to the beginning
• …I’d like to believe this headline is more interesting, too.

Primary Content Didn’t Change

The video content and the blog content itself did not change. Rather, it was providing a more structured and organized approach that lead to significantly increased traffic — in other words, content strategy.

Now, if only Dad had hired me first!

© Katie McCaskey LLC
WANT TO US THIS ARTICLE? You can, as long as you include this complete blurb with it:

“Katie McCaskey offers content marketing services and strategy to businesses of all sizes. Learn to make the most of your web content at www.katiemccaskey.com“

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:

Both demand: “Bring me your to your leader”!

Huh? Leader? Lead What?

Most web content does at least two things:

• Lead you somewhere
• Offer something to you

The first – the literal direction – is what’s mapped out by information architects and web content strategists. The second – the offer – varies depending on the site’s goals. For example, alien news sites offer you otherworldly news, shopping sites offer you alien-themed merchandise, alien-fetish sites… (well…Ick!)

Relevance to Content Marketing

For content marketing to work well, you need to do both. You need to lead your people somewhere. Then, you need to offer them something. Sound obvious? It is. That’s why most people suck at it. They overlook it.

Leading

First, make sure your site makes sense. That takes planning. Specifically:

• How are my web pages organized?
• What kinds of content go on each page or post?
• Wait, pages? Posts? Yep. You need a hierarchy between them.
• How does everything relate to one another?

Actionable Tips for Leading:

• Make your site navigation dead easy. A moronic outsider should understand what you offer and how to move around your website.
• Reveal your content on a need-to-know basis. Don’t overwhelm.
• Determine a timetable for regular content updates — and stick to it.

Offering

There are two kinds of offers: explicit and subtle. There’s a time and place for the direct mail-inspired “hard sell”. However, the most effective selling is ongoing marketing. An investment here, specifically online (“content marketing”), offers ongoing brand awareness and loyalty.

A very abbreviated list of vehicles for your “out-of-this-world” offer:

• Curated news
• Info-products (e.g. whitepapers, case studies)
• Social media interaction
• and of course, web content

Actionable Tips for Your Offer

Even if you’re not explicitly “selling” something, you ARE selling a time investment with your content. With that in mind:

• Write it by tuning your dial to WII.FM? — What’s In It For Me?
• Be sure to offer value — no one likes garbage
• Make every word count — “But Wait, There’s More!”

Let’s hope you’ll never be abducted by aliens. But, be aware: the content’s out there.

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:

• Do people like you?
• Do people trust you?
• Will people buy from you?

So, how do you start?

How to Keep Your Voice Consistent

Audit first. You’ve already produced content. Is there a theme? Or does it sound scattershot? Sometimes, how you say something is more important that what you say. Selectively decide what content stays, what content needs to be rewritten, and what content simply needs to be eliminated.

Action Step: Make a spreadsheet of existing content on your website, blog, and other media. A first pass through each piece asking “Does this sound like us?” works wonders. Unsure? Eliminate it.

Be human. “Corporate-ese” sucks. Your voice should sound like a real person. To find the right pitch and tone, consider your audience first. How do they talk to each other? What are their shared aspirations, goals, and experience? Lingo? Content produced by a skateboard company sounds different than that produced for a retirement home.

Action Step: Create a style guide for all contributors to follow. Kristina Halvorson, author of Content Strategy for the Web, recommends a table that establishes overall tone. For example, writing tone should sound “more like” this and “less like” this.

Be loyal. Hiring the same team of writers can go a long way to keeping a site fresh, yet consistent. Each writer has their own voice. Yet, working in concert a team of writers can establish a brand’s overall voice.

Action Step: Find contributors you trust. Then, ask them to recommend others in order to build your team. Hire an editor to ensure all content conforms to your established style guide. Remember, these roles do not have to be permanent hires; many writers prefer contract arrangements. Consistency is key.

Smart brands intentionally communicate to their customers using all senses. Start by clarifying your brand’s voice. You never know: if some developer geeks get their way, internet “smell-o-vision” might be next!

P.S. Special shout out to Sprout Content this week. They liked my “GIVE” definition of content marketing and sent me a gift card to Starbucks. Thanks!

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

• 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.

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!

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.