Hi There,
Welcome to issue 2 of the buzz building series in which we look at the sustainable creation of engaging content, to support your buzz building program.
We've already established that one thing alone drives every great digital marketing / buzz building program: Content. But how do you as an organisation, with all the other pressures and resource issues you have, set about generating good quality, engaging, search optimised content, consistently and frequently?
Rick and Owen give their take on the creation of content, and some of the keys and tricks to it...
Rick says...
According to a report from Domo.com, every single minute:
684,478 pieces of content are shared on Facebook
2,000,000 search queries are made on Google
48 hours of video are uploaded to YouTube
47,000 apps are downloaded from the App Store
3,600 photos are shared on Instagram
571 new websites are created
So whatever you produce needs to meet a number of criteria in order to attract sufficient attention. Those criteria should include:
> Search optimised copy - the subtle, but accurate, integration of relevant search terms into the copy, page titles and URL of your content
> Appealing headlines and visuals- in the world of Social Media, a heading and an image that stands out can make the difference between being clicked on, or being scrolled past
> Content that is crafted - the way to engage people is to deliver them value through your content. Your knowledge, expertise, and your 'story' is what will bring people back for more.
With those criteria understood, the real job is establishing and maintaining a strategy to research, plan, write, optimise, post and promote your content on a regular basis, and in a consistent manner. You'll also need to ensure you have the resource and capacity to do so, and the skills to ensure it's of an appropriate quality.
Consider these basic building blocks to building a content generation strategy:
> Build a source of news to "springboard" from
> Establish a broad set of "themes"into which your content will fall
> Set a monthly meeting in which you agree the content for the following month
> Create a check list of tasks that apply to every piece of content you produce covering search optimisation, visuals, social promotion, and email promotion
Don't forget to tell your friends...
Owen says...
With Rick’s basic building blocks, he’s starting to establish the fundamental processes of any sensible Content Strategy.
From the Business perspective you need now to start thinking about what your objectives are for this initiative. I suggest you start by answering these questions:
1) Are you building a programme to promote your business in general or to drive interest around a specific product or service?
- Be clear about this and be ruthless. Woolly objectives will result in random content which will simply dilute your message to the market.
- It’s OK to have more than one thing you want to promote BUT each “thing” will require some level individual consideration and content generation.
2) What Problem do you solve?
Think about this from your audience’s perspective, not your own. What words or phrases would they use to explain the problem they face – avoid your own industry jargon…think of the words they’d use.
3) Who has this problem?
- Don’t jump straight to “Manufactures, or Small Businesses”
- you will both limit and dilute your message at the same time.
- Think about the problem first...before you jump straight for a target market…there could be all sorts of businesses that have the sort of problem you describe and they could sit in any number of “industries”.
4) Who owns the problem?
Who gets the most pain if it isn’t addressed? Who gets fired if it isn’t solved?
5 )Is there a specific industry or market where this problem is more prevalent or where people are prepared to pay a premium to solve it?
6) How is the problem described or articulated by your potential customers?
- What sort of words do they use?
- What department do they think owns the problem?
- Are there any regulatory or industry bodies who are driving the issue?
If you get these things straight you will then be able to find your news sources and will have a good idea of the kinds of themes you should be addressing.
Don’t skimp on this. If you write vacuous, irrelevant or high level “waffle” it will have no effect at. Aim to make it relevant, pertinent and valuable from day one.
3 things to do today to help with your content creation strategy...
Ensure you're exploiting Google Tools for real-time monitoring of industry news
Take the time to establish your 'content criteria' - what's in / out?
Plot out your target audience(s)
Don't forget, still to come in the buzz building series...
> Social Media and how to build an engaged audience - Part 1
> Social Media and how to build an engaged audience - Part 2
> Blogging; it's benefits and strategies to exploit them - Part 1
> Blogging; it's benefits and strategies to exploit them - Part 2
> Search Engine Optimisation and it's part in your strategy
> Email Marketing to amplify your content and build your audience
> Analytics and Optimisation; understanding your impact
> Reporting and building a pipeline of interest
> Audience & content. How to write a buzz building strategy
> Buzz building and the resources required to sustain it
To discuss any aspect of the buzz building series, please call us at your convenience on 0203 1372 844.
Rick & Owen
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