Success in getting the word out about businesses and organizations today often relies on websites, blogs, and social media platforms. Attention and traffic to groups still relying mainly on the telephone, physical presence, and print ads can also be supplemented by engaging in the virtual dimension.
Basics
Fundamental elements needed to function in the virtual world include:
- Core content at a website — including mission (what you do), values (why you do it and how), vision (where you’re headed), history (where you’ve come from), services/products, testimonials, contact information, etc.
- An active blog — preferably anchored in your website, with fresh content appearing regularly (monthly, weekly, daily).
- Social media presence — active accounts on major platforms, e.g., Facebook, Twitter, LinkedIn, or Instagram.
When blog articles derive from core content at the website, and are distributed via social media, the synergy created can really charge up attention and traffic.
Calendar
Regularity is key to success in content creation — as well as creativity (and brevity, of course). Nothing kills interest so much as stale posts and lack of frequent activity. Keeping people updated and engaged in what’s happening with an organization requires regular content.
Creating a content calendar, especially one shared with associates, greatly promotes regularity — as well as creativity (and organizational involvement). In planning out a week or a month’s worth of content, contributors must generate categories and fresh ideas for articles and posts.
Apps aid the regularity and impact of generated content by automating distribution (and repetition) of content across social media platforms.
Mix
A mix of information, fun, and selling content tends to works best, depending on the type of business or organization. A real estate office might mix more specific, applied content . .
- Home improvement ideas
- Mortgage options and interest rates
- Market trends and local regulations
- Q&As
. . in with posts on area . .
- History
- Schools
- Attractions
- Hotspots
- Events
Fun stuff also gets tossed in, like quizzes, contests, and giveaways.
Technology
Apps can be used to distribute content to social media platforms against a schedule — with repeating patterns where appropriate. Traffic can be tracked, with desired results, e.g., sales, donations, suggested actions. Return on investment can also be calculated.
Artificial intelligence is already being used to support social media campaigns. What else the future may hold is always exciting to consider.
Assistance
The author can assist in setting up and feeding a regular content system for you or your organization.