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?

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.

Embrace conflict in your content

Conflict is beneficial. It engages your customer and firmly establishes your point of view.

As the saying goes, “you can’t please everyone, so why try?”

Inserting conflict into your content isn’t a free pass to be nasty. Rather, adding conflict is an opportunity to rise above the slush of the quickly forgotten, and painfully predictable, content found practically everywhere online.

One of the best examples I’ve found on the topic of using conflict in business writing is by David Meerman Scott. He tells the (humorous) story of working as a male model in Japan in the 1980s. Read it yourself here.

Choose a side. If you have the stamina, and the nerve, avoid being boring — it’s a life lesson as well as content strategy.

This scares a lot of people because choosing a side means you’ll inevitably find those that disagree.

Here’s a perfect example: an excerpt of a love letter Jerri (jerrieee@aol.com) sent me for Valentine’s Day regarding an article I wrote for AOL. It left me tickled pink:

“KATIE MC CASKEY, author of this crap, seriously needs a ARROGANCE EXTRACTION. This is the most effin’ snobby article I’ve ever read. [...] Her comments [...] are outrageous, and I’d suggest her bosses give her some time off for the attitude check. [...] Perhaps her focus is usually “hauteur,” but she doesn’t belong in a publication that the “unwashed masses” will read. I’m going to remember this author’s name and deliberately NEVER read anything by her again. [...] Was she born to royalty? I’m not a big Hoff fan, but right now, I like him much better than Katie McCaskey. Send her to Snob Rehab. [...] P.S. I wonder if McCaskey’s store, George Bowers Grocery , which she’s evidently a co-owner of, sells only “hauteur groceries?”

Clearly, Jerri — in all seriousness — was mighty p-o’d that I dared to criticize the interior design choices of actor David Hasselhoff.

I’d like to thank Jerri for such a colorful description and coveted search engine optimization for both my businesses. What a doll.

I don’t have an ax to grind with David Hasselhoff. He is about as relevant to my life as I am to his — with one exception.

I would be genuinely surprised if he were anything less than happy about the debate my article stirred. Had I written something bland and boring who would have cared? Why would anyone have wanted to look at his home for themselves and state their opinion on it, unless there was conflict from the get go? (David: You’re welcome. Hope the house sells quickly.)

Embrace this kind of reaction to any of your content, too. It means they’re paying attention.

Online Brand Management for Small Business

“Your brand is not what you say it is; your brand is what Google says it is.” — so why do so few small businesses manage their online reputation with the same zeal as their brick-and-mortar reputation?

Learn the basics about how a brand is built online through SEO (search engine optimization) and NSO (natural search optimization). We’ll work together to create an online brand-building and/or  brand-management plan for your small business.

NOTE: This class is extremely limited due to the personal and direct attention given to all participants.

WEEK 1
We’ll discuss what affects your brand online. This will include the basic principals of SEO and NSO. We’ll discuss where you’re “located” online and what this conveys about you to an unknown prospect. You’ll leave with a homework assignment.

WEEK 2
We’ll review your homework assignment and begin to outline an online brand-building or brand-management strategy. We’ll discuss practicalities as well as pitfalls. We will also discuss the value of interacting with customers or clients online. I will also show you tools to use to track your online reputation so you can respond immediately. You will have another homework assignment.

WEEK 3
We’ll review your Week 2 homework assignment. Each participant will brainstorm additional methods to increase brand awareness. You’ll be introduced to online tools used to measure and track effectiveness of your efforts.

WEEK 4
We’ll review all the online brand-building and brand-management tools discussed in class. Each participant will leave with access to a collection of tools to continue their online brand management efforts.

Each class is one hour.

Price: $200
Location: 9 South Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Monday, October 5th

Reserve your space now by paying online via debit or credit card.

You may also pay at the door if enrollment space allows.
For more info: 540-466-4141