Businesses, Government and Non-Profits… Getting your Content Marketing Plan Outline right is easier than you think…
When you set out to create a Content Marketing Plan or Strategy for your organization you need to understand that your Content is the Engine that drives your engagement with your ideal audience. Create and deliver Content of value from a human perspective that your audience will want to read, share, collect and spread. When you can create this kind of content, your audience will follow you where ever you lead them, stand up for your cause, vote for you at the poles or buy and endorse your product or service.
There are four basic strategies to consider when deciding what would serve your organizations’ objectives best. There is the Layered Narrative or Story Telling approach, Micro Targetting, Seeking and Converting and finally Social Customer Service. Choose the most suitable structure for your professional organization and start to learn how to reach your audience. In many cases it is necessary to use complimenting approaches to tell your organization’s story, so don’t be afraid to use a combination of any of the four strategies to get your message out.
Content is not just blog posts and white papers. As part of your organization’s strategy, you need to know what your audience responds to best. It could be a Tweet, a video on Youtube, a paid ad, podcsast, pictures, articles, white papers or any combination of the previous. Building the right content marketing plan outline or strategy will provide you and your organization with the focus to succeed in giving your audience what they want and in turn, they will give you what you want… their attention.
A Layered Narrative approach with Micro Targeting seems to work best for Nonprofit Organizations as a combined delivery strategy for telling and relaying their story. By sharing your story with well written and compelling posts that evoke an emotional connection to your cause you will compel your audience to want to engage. Use pictures and videos to do the heavy lifting for you. We are visually wired and when we see suffering, our natural reaction is usually empathetic and over time, proactive. People want to help, they want to get involved. As long as they feel connected to a cause worth caring for. They will want to help.
Businesses too can adopt a Layered Narrative approach coupled with a Seeking and Converting tact. Seeking and Converting allows you as the business to follow your prospect through a number of different points along the path to purchase. Following along with your prospect’s choice of what they choose to follow allows you as the business to direct the conversation to influence and persuade your prospect through your sales funnel. Add to that a compelling story describing a scenario of what position your prospect was in before your product or service, during the use of your product and service and where they are today because of your product or service and you will have demonstrated the potential of what you have to offer prospective customers.
Governments will benefit best by employing a Micro Targeting approach to their content marketing plan outline or strategy . Providing content to your audience in this way will allow you and your organization to effectively deliver your message as it is focused and targeted. It will allow you to lead the conversation and help to convert and persuade your community. Adding polls and surveys that align with your message will not only help to lead your audience but it will also provide valuable data for your organization to build content, revise your approach or promote what is already showing as effective results. Micro Targeting to audiences of Government organizations is an effective and timely means to correspond with your audience.
I would also like to point out that our perception of the online world of search, content and reach is skewed for big Government, Business and Nonprofit as the level of targeting our audience is in the hands of Big Data and those that can afford it. If your company can afford it, there are companies like Acxiom, Blue Kai, TargusInfo, Experian and several others that can not only cut through the noise but can deliver your exact target market on a silver platter with the proverbial apple in mouth for the right amount. I know we are going a little off topic but I do want you as the reader to know that, although we are told content is King… it is King because the more data that is produced, it will infinitely tighten the Loop of the Filter Bubble we all step into when we make our first click….[Pariser]
If that sounded a little obscure or possibly intriguing please feel free to leave a comment below to ask me more about the Filter Bubble and Big Data and I will follow up.
Do you want to learn how to use Google Analytics to improve your website rankings?
Follow along with me as I learn how to use Google Analytics in an effort to increase my websites traffic, ranking and visibility…
Let me first start by saying I have had my website up for a short period of time and it is primarily used as a place to post my assignments for Seneca College’s course on Social Media Marketing.
The posts on my website are exercises in developing my abilities to produce content that is relevant to my assignments, optimized for Search Engines to see and to serve as items to be shared on the many platforms of Social Media that are used by Businesses, Government Organizations, Not for Profits and your everyday Social Media user… who by the way, are really the most important out of the four.
So let’s take a look at a screen shot of what my website is doing and then we can have a decent place to start to learn how to use Google Analytics to improve.
As you can see, we are starting with a clean baseline except for 1 visit… thanks Mom! When learning how to use Google Analytics it’s important to know what we are looking at so we can figure out what we could be doing better, promote what is already working well, see who are visitors are and where they came from. My website started off with a few posts that had no optimization, no keywords or keyword phrases selected for posts or pages and no action was taken to promote to any Social Media Platforms to let anyone searching for this type of content know where it could be found. In other words, Google Analytics is clearly showing me that I need to go back to my posts and pages and assign effective keywords and optimize them correctly. Once that has been done I can then share these pages and posts through my Social Media Networks. In taking these two simple actions I will increase my chances to be found through Google’s Organic Search and also be able to direct my own stream of visitors from letting my Social Media Networks know where they can find this information.
Although there are no visitors to the site to speak of, it is important to at least discuss a few of the areas on your Google Analytics page. The first thing we see is Visits.
Visits and Unique Visitors are not the same thing. You are striving to gain as many new Unique Visitors (people new to your site in a measured timeframe) all the time in most cases but it could be equally as important to have a high number of visits to your website depending on the type of site or business you are in or operating. Repeat customers coming back to your site to take an action.
Pageviews are the total number of pages seen, including if there are repeat pages viewed.
Pages/visit tells you the average number of pages that were viewed by visit and include repeat pages viewed.
Visit Duration lets you know how long the average visit to your site was. Typically the longer you can keep a visitor on your site the better but that may not always be the case. Your visitor may find exactly what they came for immediately and be off your site to do something else with that information. In this case you will have provided an excellent user experience and can expect either a return visit from that person or possibly a referral to your site due to it’s effectiveness.
Bounce Rate indicates to you how quickly a visitor came to a page and then left without any further action taken.
% of New Visitors gives you an estimated idea of how many new people came to your website.
These are just the basic insights that Google Analytics provides you at first glance, a point of quick reference before you actually dive in deeper to track, measure and truly begin to understand who your visitors/audience really are, where they came from and what they want to see from your website. Click the link for a more detailed explanation of how to use Google Analytics.
I will be going back over each page and post to add keywords to my content and make sure that they are correctly optimized so Google can index them correctly. Then I will be promoting each post to my Social Media Networks and when there is an opportunity to comment on a related blog post that allows me to link one of my related articles, I will be adding my websites url and adding anchor text for my keyword phrase pointing it back to it’s related page.
Make sure you check back with me as I update my website and show you how my Google Analytics page has changed or feel free to add any comments or suggestions to help me improve this site.
— BBC News (World) (@BBCWorld) September 27, 2013