Online success - 8 soundbites for digital improvement

I'm typically not in favour of using soundbites, without backing them up with facts or information. However I find myself using the following more and more... so thought I'd note them down for future reference.

Find and identify your audience
Turn monologues into dialogues via web and social networks
Match the style of message with the style of audience
Create, implement and analyse ideas which deliver results
Measure value and worth properly
Build engagement, loop it and exploit it
Developing a programme for continuous improvement
Evaluate, set-up, use and  tools that use the data you already own

Hopefully in another post or two I'll go into these in far more detail.

The Key Objectives For Any Digital Strategy

Every major organisation now needs a Digital Strategy, or should have one already. But is your strategy underpinned by some simple core objectives?

Here are mine:

• Be great
  Create a seamless digital presence that evolves over time to create a service that maintains & improves quality and exceeds digital standards & user expectations. 
• Be inclusive and user-centric
  Ensure as many customers as possible can access your functionality via digital touch-points, regardless of their: ability, connection, devices (e.g. mobile, PC, kiosk, tablet, etc.) and location. 
• Be optimised
  Build a service that optimises your life-long contact with your customers. Provide: relevant, timely & targeted information to maximise revenue using online marketing & communication techniques. 
• Be measurable
  Understand digital visitor behaviour at every touch-point and use that data to create insight to inform business thinking and steer future digital roadmap developments, marketing services and business processes.

Why I am not getting into Content Marketing

I think the term Content Marketing has definately become the latest buzzword of the last 6 months or so. Used and abused by digital marketers and consultants it is this season's "social media", "web2.0" or "information superhighway" and it will stay dominant until 'Semantic Web' or some other equally fancy term hits the digital mainstream soon enough.
Note: The only contender for it's crown of hype right now is 'big data'.

I think I've previously given the subject a fairly good coverage on this blog. I've written up a good explanation of what Content Marketing is & isn't, given examples of when it's crap, described how to optimise it and even gone into detail on how to measure it. However, when I also look back at posts on this blog from several years ago, I find I've covered the subject, but I've just not called it by that specific term.

From optimising press releases for social media in August 2010, through to considerations for making your content more portable in April 2008 (my, that does seem a long time ago).

So I'm going to make a bold statement.

 I'm definately not getting into Content Marketing because it's now the latest and greatest thing to be into...

.... as it seems I've already been into Content Marketing for almost half a decade.

7 reasons your content marketing is crap

There, I've said it and it's time to admit it. Basically a lot of the current hype around content marketing is crap and so are a load of blog posts about the subject.

Here's my thoughts on why a lot of efforts into the latest online marketing trend are going to be poor, very poor:

1. You have no content plan
Are you publishing content with no editorial calendar and therefore no schedule for seasonal changes? Good content begins with a good plan of what you're going to write and when you're going to publish it,

2. You have based everything around search engine optimisation
On-page optimisation of your content is one of the key focuses of SEO, however just writing content for the search engines (and not really for your readers) isn't the right way to get engaged readers

3. You're not encouraging sharing
So you're making it harder for your readers to post the URL to different social networks or to share content with their peers. Why exactly?

4. You're not linking off to other parts of your site
Part of your reason for writing content should be that it actually drives people around your site and triggers your other site KPI's. Have you got an eCommerce site and yet you're not linking off to products you feature in your blog?

5. You're not reading what you're writing.
The way to create a sustainable audience of any long term value is with the deployment of quality, original and engaging content. Like a chef who doesn't eat what they make, you need to write stuff that you believe in. which ultimately means you have to be the first consumer of your content.

6. You're not properly measuring what you're doing
How are you going to optimise your content if you don't actually collect data about what is working for you and what isn't? Ensure you have the right goals measured and that you get regular feedback on these.

7. You're not learning
Content marketing optimisation is a slow process of test and learn, where you not only have to spend effort producing content... you have to also gain insight into what is actually working. And then you have to actually tell yourself some home truths about what isn't!.

7 steps for creating a content marketing strategy

In my previous post, I mentioned that content marketing is easy. Well here's my thoughts on how to create and run a successful content marketing strategy:

1. Have a strategy

Yes, I know this I'd obvious. But if you set-off without knowing what you're doing, you stand a chance of going nowhere quickly (See my posts on agile digital strategy for my approach on doing this)

2. Have a strategy that can be measured

Yes... I've purposely made this a separate point and I think you need to be clear exactly what your KPI's are and what success looks like. These figures should also be stated within your business justification (e.g. for further resource to assist you or to explain why additional effort must be put in).

3. Create an editorial calender

Your content plan should not be a hand-to-mouth process of a weekly meeting to just plan the next few days of content production. Products are seasonal, demand is seasonal, budgets are seasonal and therefore content needs to be seasonal... or at least adapt to the changes needed over time.

4. Build an editorial team

Ok, not every organisation can have a full-time team of one, two or more people doing their content marketing. However this doesn't mean you don;t need to have the input of (offline) Marketing, Comms/PR, Product/Proposition and your own digital marketers (and/or agencies).

5. Don't just create content, share content!

It's simple enough to forget, but you're not just encouraging visitors to enter and read your content, you're hoping they share it via more traditional (email) as well as social channels. Therefore do what you can to encourage this via the use of social sharing functionality (usually via the typical array of social buttons) on your site.

6. Make it usable and beautiful

Ok, maybe not beautiful, but at least consider that your content isn't just for the search engines..... it has to be read by a human too!

You however notice that I've really not focused on Search Engine Optimisation in a post about content marketing. "Surely that was a slip?" you're thinking "SEO is key here, why not cover it?".... Well to tell you the absolute truth, we all should know that content marketing IS about SEO anyway and a lot of the points mentioned above should consider this all the time. I'm also keen not to promote a specific formula for search engine spamming within a content strategy.... or maybe I'm saving that for a later post?