As I sit back and reflect on my 2019 business year it dawned on me how quickly it’s nearing the end of the year and we’re all scrambling to get things in order before the holidays roll around and (hopefully) already working on our 2020 business plan.
Which brings me to this Fall time miniseries called “Designing to Leave an Impression”.
In each special miniseries post (of which there will be 3; social media, web design and marketing) I will be sharing with you handy dandy tips n’ tricks for refreshing your virtual face. So, let’s get busy and dive right on into part one … social media: tactics for a content makeover.
Good content attracts readers and builds strong communities. And if it’s really good, can even go viral. But if it’s not, well … that’s a whole other story altogether. Stale, under-performing social content (including blogs) can drive your audience away. But it’s not like you don’t have options! With my mini 3-step plan you can drive more ORI from your efforts without having to publish anything new. But before we dive into those 3 simple steps, I want to go over some traits every piece of content should have. Because if you want your brand to be a trusted resource, you have to offer true value. And by “true value” I mean every experience you create in the virtual world should not only reflect your focus on winning in the moment your audience begins paying attention, but also in every single person who precedes and follows along. So, if you’re looking to gain the trust of your audience (which we all are), always be thinking about these traits …
- CONSISTENCY by delivering regularly and reliable content each and every single time;
- PERSONALIZATION based on what you learn from you audience;
- RISK APPROPRIATION as you need to void asking for anything before providing true value; and
- CUMULATION as you must always be building on what came before (re: strategy/content plan).
“Social media creates communities, not markets.” – Don Schultz, Professor/Researcher/Writer
Now that you have those traits top of mind, let’s officially dive into my simple 3-step plan for a complete content makeover …
ONE: Create content pillars by consolidating your posts.
For starters, a content pillar reflects the core topic(s) of your business. Basically, you are building the mother of all plans. So, whether it’s a core service or product you’re aiming focus on, this will act as an authority on the matter, covering everything from general inquiries to small details but with strong focus all the while leaving just enough room to deep dive with supporting materials.
Begin by going through your content by making a list of everything you already have that touches on your core topic(s). Look for opportunities to consolidate social posts (or blog posts), optimize your keywords and turn things around by turning the combined content into something totally refreshed. Thus, helping you roll the strong points of several related pieces into one! ?
TWO: Use your “knowledge bank” to refresh dates content.
For starters, a knowledge bank is a library of your business’s insights, data, areas of expertise, personalized stories and generalized information. Having all these goodies squirreled away and ready to roll will help you easily fuel your content efforts. If you’re just beginning to build your knowledge bank (or your business) you could start by conducting interviews with the experts in your niche, then organize and store their answers.
If your virtual content is far and few between or you left things on the back-burner for too long, start by posting short, targeted articles that address the questions people want (and need) answered. And build your knowledge base from there. It’s truly the easiest, cheapest way to keep your audience happy. And as a bonus, it’s available as a self-serve, 24-hours a day, seven days a week so you don’t burn out and can actually have a life beyond your business.
Ready to begin building?
Start with these steps …
- Determine what you need.
- Gather up your content. Store it together.
- Stay consistent with your brand.
- Find your voice and stick with it.
- Manage your content storage with consistency.
- Keep things relevant and up to date.
- Make things easy for yourself. And keep it that way.
“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” – Aristotle
THREE: Optimize lead gen by finding fresh opportunities.
Having fresh/new ideas will make it easy for your audience to take that next step and engage with you further. It can also turn a low-performing piece into one of your best pieces ever. Almost instantly! So, having a collection of in-depth content on your site of social platforms which each include a relevant call-to-action will only bring you desired results. Because your audience is more knowledgeable than ever before.
Stuck on writing the perfect call-to-action?
Here’s a few resources to get your hamster wheel turning …
- 50 Call-to-Action Examples (and How to Write the Perfect One)
- 24 Call-to-Action Example in Detail: How to Inspire Action
- 13 Sloppy Mistakes You’re Making with You Calls-to Action
- Creating Effective Calls-to-Action in Your Content Marketing
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