Invest in Your Content Strategy

Content Strategy

“Smart people invest in digital real estate, and the only way to establish it is with a content strategy.”

Content is everywhere. It’s ads and blogs, images, videos and more. But what’s the point of it all? This all depends on your content strategy. A good content strategy plans for valuable, findable and meaningful content for your customers online.

Your digital content must be unique and valuable to your target audience. Before writing a single word on a page, outline your brand’s message and your organization’s goals. Your ultimate goal is to have valuable, flexible content on your website that appears to the right people, in the right places, at the right time.

What makes for a good content strategy?

It’s all business-driven and user-focused that meets a specific goal. Content is built from a number of things. Today, content strategy is the process that ensures your content is published, edited, republished, repurposed and archived. This also means planning ahead for content that needs to appear in other places, sometimes at specific times, so that information can be personalized, such as a holiday campaign for Christmas.

Content strategy should identify content issues, recommendations, priorities and a future timeline to update the content’s structure and substance to improve the user’s experience. You want to make something your audience wants to see and will want more of.

Focus on your message!

Focus on creating a message or evoking a specific feeling in conjunction with your brand. We’ve discussed how bringing emotion can ensure brand integrity and transparency,  but dive a bit deeper. A good brand has meaning, yet is simple enough to stick in people’s minds. Brands are visual, shown in logos and color palettes and verbal, coming across in language and style of speech; furthermore, all of your content should tie-in or identify your brand to remind customers of who you are.

The key to good content is forming a clear call-to-action. Calls-to-action encourage customers to act on something right away. This is the best use for content as it draws audiences in and interests them in your business’s and website. Posting meaningless information will not benefit you or your audience. By creating strong and useful content, you will build a better audience who identifies your website as a valuable resource.

By investing in your content and focusing your marketing around it, you’re telling your story and standing out from competitors.

Think of content specifically for your channel.

One of the main components of getting your content strategy in order is to develop around the needs of the social media channels you have. Content great for Facebook might preform poorly on Instagram. Think about what these social media channels are designed for.

I want to share with you a GREAT example. For food services, putting your content on Pinterest is a great strategy. There’s so much readily available to re-pin and package into albums and stories that fit with your brand. See what Panera Bread has done on Pinterest, curating both their own content (like this Break Bread album with several links to their blog) and content from outside sources (like this album with tips to take better care of yourself). Panera thinks past the scope of promoting their products and reinforces content that reflects onto their brand. It all fits in with Panera Bread’s cozy, familiar, healthy (but not at the expense of comfort) image

Don’t worry about making a huge strategy for your digital media. Do a little at a time to build up what you have, but with an end goal in mind. It’s okay to repurpose content you already have online for social media or later use. Content is key for gaining traffic to your website, so get writing!

5 Reasons Your Business Should Be On LinkedIn

You’ve got a business Facebook and a Twitter, so you’re covered on the social media side of your online presence, right? Not so much. LinkedIn has earned its spot among the social media platform elite, and it’s pretty easy to see why. Here are just 5 of the many reasons why your business should be on LinkedIn.

1. Built for Business

LinkedIn is a social media site made for businesses. It’s a place for businesses to connect with other business as well as individuals online. Members are business- oriented, and include entrepreneurs, marketers, and other professionals. This makes LinkedIn a great place to not only promote your business, products, and services, but it can also help you connect with potential employees if your business needs them. Because LinkedIn is so business-oriented, they provide tons of tools to help you accomplish your social media goals.

2. Free and Easy

You love that social media is free, but the set-up process can be overwhelming. Just log in with your personal account (if you don’t have a personal account, tsk tsk!), and find the “Companies” menu. LinkedIn will guide you through the rest! Don’t know what to include or thinking “do I really have to fill out everything?” Yes, you have to fill out everything! Every piece of information about your company is important. People what to know where to get your product or service, how to connect with you in other ways, and other things about your business. Give them everything!

3. Members Know What They’re Looking For

You want to make sure you’re as easy to find as possible. Make sure you’re in the right category or industry, otherwise you might hard to find. You don’t want your customers or partners to deem you unfindable! This links back to filling out all the information that is requested of you. Make sure it’s done correctly, so you can be found and connected with. Remember, you want to create and maintain relationships with your social media presence.

4. Link Your Company Blog

You’ve been putting out some awesome and helpful content through your blog, right? (Hint: the correct answer is “right”) You want to make sure everyone sees that awesome and helpful content, and you want to use social media to do so. Going to every social media platform to link to your latest and greatest blog post can be time-consuming, so LinkedIn does the work for you. Just include the feed to your blog in your profile, and LinkedIn will push that content out to those that are following you. If you are continually getting that great content from your blogs out to those that follow you, it will increase the attractiveness of your business’ profile on LinkedIn, and will be likely to keep people coming back to your profile and your business.

5. Everything Gets Connected for You

LinkedIn makes sure everything on the site that has to do with your business stays connected. This means that all of the accounts, links, and feeds are connected to your business’ profile. This includes any job listings you might have put on the site (remember to utilize this feature), current employees, and former employees. This feature makes it easy for you to make sure everyone that says they’re affiliated with your company is being truthful, but it does give important responsibility of going through and checking on that.