Fresh, regular content is the single most important key to online success.
In order to be successful online, you have to create content on a regular basis. Search engines, website visitors and followers all evaluate you based on the “freshness” of your content across your website, social media platforms and outbound marketing. Creating a content strategy will help your company to rank highly in search for your targeted keywords, and keep your followers allowing you permission to stay in contact, and eventually convert sales from the relationship.
So why is it so hard for my company to consistently generate content for the web???
Content production isn’t an easy task. Just look at the editorial processes that magazines and newspapers have in place in order to meet deadlines, ensure quality copy and distribute that copy to the world.
At first glance, sure, it’s just writing a blog article each week, right? I can handle that, you say. Excellent! But there is much more to a successful online content strategy. Here are some of the important keys we manage for you:
- Diverse Publication
Research has shown that your online audience is fairly evenly divided in how they prefer to consume the content they are interested in subscribing to receive. Some choose the written word, either electing to subscribe to your blog feed or your mailing list. Others won’t ever have the time or inclination to read your content at all, but would listen to a podcast of the same material on their iPod on the way to work or at the gym. Some are visual, and prefer short videocasts and video blogs they can watch while eating lunch at their desk. And others would be interested in discussing your topics through social media platforms if you shared your content there, but not in passive, listen-only communication.
Key Takeaway: Everyone has their own preference in how they consume your content. Make sure that you are publishing your content across their medium of choice in order to capture their attention and build a relationship with them.
- Staggered Distribution
Diverse Publication sounds like a lot of work, right? Actually, it’s the secret to having a really active content strategy. By reformatting and releasing your content across many different mediums, you get a lot of mileage out of each topic or subject.
And better yet, consider the power of staggering your distribution of the content across those different mediums. Here’s the general concept. Imagine recording a nice five-minute video clip about something your audience is interested in learning. Don’t stop there! We can then pull the audio from that video clip and apply a little creative audio editing to reformat it into a podcast to throw up on iTunes and send out to your subscribers. We can transcribe that video and create an article or blog post with a little more editing. And so on, you get the idea.
What is really exciting is that now we’ve taking your five minutes of content and created all of these additional content assets, and we can schedule those to be published over time to fill out your content publishing schedule quite nicely. So the video comes out this month, and next month the article. We include the podcast version of this topic next quarter, and start a discussion with your Facebook fans in six months, linking back to the past content on the subject and asking them what they think has changed?
Key Takeaway: When the content that you create this month continues to be published in different formats for months and years to come, it’s easy to quickly build up a steady and varied publishing schedule. And that keeps your prospective and existing customers coming back for more.
Intro to Content Production
Fresh, regular content is the single most important key to online success.
So why is it so hard for my company to consistently generate content for the web???
Content production isn’t an easy task. Just look at the editorial processes that magazines and newspapers have in place in order to meet deadlines, ensure quality copy and distribute that copy to the world.
At first glance, sure, it’s just writing a blog article each week, right? I can handle that, you say. Excellent! But there is much more to a successful online content strategy. Here are some of the important keys we manage for you:
- Diverse Publication
Research has shown that your online audience is fairly evenly divided in how they prefer to consume the content they are interested in subscribing to receive. Some choose the written word, either electing to subscribe to your blog feed or your mailing list. Others won’t ever have the time or inclination to read your content at all, but would listen to a podcast of the same material on their iPod on the way to work or at the gym. Some are visual, and prefer short videocasts and video blogs they can watch while eating lunch at their desk. And others would be interested in discussing your topics through social media platforms if you shared your content there, but not in passive, listen-only communication.
Key Takeaway: Everyone has their own preference in how they consume your content. Make sure that you are publishing your content across their medium of choice in order to capture their attention and build a relationship with them.
- Staggered Distribution
Diverse Publication sounds like a lot of work, right? Actually, it’s the secret to having a really active content strategy. By reformatting and releasing your content across many different mediums, you get a lot of mileage out of each topic or subject.
And better yet, consider the power of staggering your distribution of the content across those different mediums. Here’s the general concept. Imagine recording a nice five-minute video clip about something your audience is interested in learning. Don’t stop there! We can then pull the audio from that video clip and apply a little creative audio editing to reformat it into a podcast to throw up on iTunes and send out to your subscribers. We can transcribe that video and create an article or blog post with a little more editing. And so on, you get the idea.
What is really exciting is that now we’ve taking your five minutes of content and created all of these additional content assets, and we can schedule those to be published over time to fill out your content publishing schedule quite nicely. So the video comes out this month, and next month the article. We include the podcast version of this topic next quarter, and start a discussion with your Facebook fans in six months, linking back to the past content on the subject and asking them what they think has changed?
Key Takeaway: When the content that you create this month continues to be published in different formats for months and years to come, it’s easy to quickly build up a steady and varied publishing schedule. And that keeps your prospective and existing customers coming back for more.