As the saying goes, content is king. Whether it’s for Social Media or Search Engine Optimization, content is what puts you on the map. There are so many ways to communicate with your audience that unless you do it in an organized fashion you might as well not be doing it at all. Between Facebook, Twitter, Linked In, newsletters and occasional press releases it is a full time job to keep everything relevant and effective. Even if your post on Facebook is relevant, it only stays on the wall for the top 30 posts on people’s stream. That’s why you must plan ahead to generate consistent high quality content. It’s not something to be left to the last minute. It’s not an afterthought. Of course as news comes up you will want to post it quickly; however it is a good practice to have an ongoing consistent message when it comes to your brand, products and services.
Your calendar should be structured according to your goals. Sample goals could be:
- Increase number of visits to your website
- Increase number of sales on your website
- Rank better on specific keywords on search engines like Google, Yahoo or Bing
- Increase number of Likes on Facebook
- Add more followers to the Twitter account
Online Marketing in large part orbits around relevant content. It takes a considerable amount of time and focus to produce high quality content that will help you meet your goals.
Consider the following scenario:
You recently won an award and you were lucky enough to collect the photos and videos from the event.
Instead of writing separate posts about it you should start with a specific order of steps to maximize your exposure.
First write a press release and add any media files like photos or videos. Data shows that press releases with interactive media do better in the distribution networks. Make sure you add links for the keywords you are trying to rank well for your web site. Those are high quality links that will help you in the rankings.
Once your press release is distributed try to locate it on the web. If you come across a well ranked like a local TV station, you can copy their permanent link and create a Social Media post out of it. After all it must be a newsworthy story if a news station featured your article on their official website. In our example winning an award and being featured in the news creates a powerful message about your brand.
All your friends and followers will be attracted to your posts if they see high profile names on them. You will get some extra likes for that.
Since they will follow the link to the article they will also be more likely to click on the links in the press release itself.
This is a simple process and there are many permutations to it. Of course it all depends on the type of business you run and what content channels you use.
Here is the
Template Document I created to be able to track current rankings of positioned keywords as well as manage the content that needs to be approved and published. Notice that I have the oldest record on the right so if my lists grow over time I always see the most current data next to headers describing it. Since content may be generated by more than just one person and those who post it online may not be even connected to content generators, it is important you use online sharing documents such as Google Docs or Microsoft Sky Drive.
At the end of course you can track all views, clicks and conversions. That’s the beauty of online marketing and you should experiment a bit to see what type of posts work best for your client base.
Hope you enjoyed this post. If you have any questions or comments I will be happy to help you with your marketing needs.
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Until the next time!