And one last thing before we move on. Use tech to track your conversations. Buffer : scheduled content distribution made super easy. Feedly : quickly find and tweet relevant content. When not getting recommendations from shares, people are likely finding your brand through searches.
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Probably through Google. People are searching for your brand in two different ways: through branded search or through non-branded search. A branded search is fairly simple. It happens whenever someone searches for your specific brand name or some close variant of it. This is the back door you need to start thinking about. This lets you measure how much branded vs. Write this down next to the number you wrote previously. And boom!
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Marketing expert Doug Karr shares his insights:. When Billy G. You wanted to watch something? But what if you wanted to watch something spontaneously? Well, you spun that great, random wheel of TV destiny and maybe, just maybe, you landed on something you liked. Today, content consumption is a lot easier, but also a lot noisier.
People quickly thumb through different media, on different channels, on a ton of different devices. Finding something you like is easy. But making people like and share what you send them is difficult. Online content is now a huge, loud, cacophonous mess. With scheduled content, things like season premieres or special events got big boosts before falling into programming abyss.
Sure, if promoted properly, you might get a big boost from your content launch. But nothing ever fades away anymore, just ask Peter Guske.
Paired with SEO, evergreen content is the workhorse that raises awareness for your brand—drawing steady streams of people into the vortex of your marketing funnel. Think lots of organic traffic over an extended period of time. The Japanese basically copied American culture and made it better.
Keep that in mind when creating your content, because there are lots of great ideas that have been turned into crappy content. Go out there and make things better. Remember that in the past, TV execs were only able to find out— post facto — what people were watching. Using Google Trends, now you can see what people are searching. So what? Now you can see what people are actually thinking.
Call it pre-emptive content creation. A beautiful pike is swimming right beneath you. Your rod? Your net? It sees the lure at the end of your hook. Same with content. So consider those big bold words very carefully. Want to know whether your headline is any good? Use a headline analyzer. The one at CoSchedule is fast and easy and lets you see real-time results whenever you tweak your wording.
It means that whenever you see your legacy content performing poorly, go back and fiddle with the headline.
Experiment, see what brings people in. Things change fast. No analogies here, just brute force. Set up a broadcast schedule on social media to promote your content. Post images, quotes, reactions, and links to your material. Be flexible, be nimble. Post often. Remember, the average lifespan of a tweet is only 24 minutes. Are other departments in your outfit producing content? Then start co-creating. This will help you cover different promotion angles and release more interesting material. When creating your content, you should always remember that your reader will have several things on the go.
How do you glue someone to your work? By making it irresistible. Make them forget about their life for a second. Quality needs to be the cornerstone of your creative process. Make sure to get other people to look at your stuff. Critiquing is part of the writing process, not an afterthought or something you do if you have extra time left.
What about testing? Can you test content? Of course you can. Try using CrazyEgg to see how far people are getting in your articles, and whether your writing is provoking the click reflex or not. But quality costs time and money. So not everyone will be on board with this philosophy. Google is starting to analyze and evaluate the quality, value, and rank-worthiness of content when measuring SEO. Cheap-out on quality, miss the content boat.
Your ideal customer.
Make your persona super specific. And those are the flavors that make your work really come alive.
The Role of Brand in the Nonprofit Sector
Remember that the user wants to read something that will benefit their life. Kind of. When done properly, this powerful device can put your brand Jack-and-the-Beanstalk above your competition. Say you put a pie in the oven, then you quickly hop into the shower. So you run out in your bathrobe and call the fire department. Seconds later, you hear the sirens, see the big red truck, and spot a fireman stepping out.
See this hose? And see these biceps? I call this one Angry Python, and this one Meat Masher. Strong, I tell you. Really strong. Or was it ? The mayor gave me the award. It was a wonderful banquet, everyone was there. Mandy and I did the foxtrot for the very first time. I slide through broken windows, crawl across busted glass, and can do a backflip off a van. Nobody cares until you actually show your customers what problem your product can solve. People want experiences, they want to feel things, they want to know how your product will enhance their life—they want a human experience.
To be part of their day-to-day conversations, be transparent, be conversational.