You already know about the requirement of posting Top Flight, Relevant, and Shareable content. You may even be working to make sure that you attach a photo or graphic to your posts, since people are attracted to pictures and tend to gloss over text-only posts.
- How To Improve Facebook Engagement: Insights From 1bn Posts :: This set of data, inhaled and analyzed by the good folks at BuzzSumo, provides some head-scratching information around what you may have thought was THE way to engage on Facebook. While correlation is not causation, and they even wonder why some of the data shows what they show, it can provide you with some things to try. Remember, though, your audience may not act like others, so test these things out before gluing them into your plan.
- Facebook Vs. Google: Is Facebook Winning The Content Discovery War? :: Another great data-driven post from BuzzSumo! This one focuses on how Internet users (and Facebook users in particular) are finding the interesting stuff they want to consume…..and Facebook is coming out ahead! So should you publish on your blog and web site and SEO the daylights out of it ($$$?), or post to your Facebook Business Page? Your mileage may vary, but the data are showing that you may be discovered more readily on Facebook.
- 50 Features Every Small Business Website Must Have [Infographic] :: The 3 primary issues I come across with my customers when it comes to their web sites are: (1) They don’t have one, (2) They have one they built themselves, and it REALLY looks like it….., and (3) They have a web site that was last touched about 2009! This infographic gives you a high-level snapshot of what you need at a very base level for your small business site. I always recommend that you engage a web designer who understands current design trends and technologies, works with your business’ requirements BUT doesn’t skimp, and can point you to partners who can do basic SEO and social media integration (not to mention point you to a seasoned social media and digital strategy resource, too….without a plan, this is much less likely to work).
- Here’s Why Twitter is so Important, to Everyone :: Facebook seems to be in everyone’s faces all of the time. To many of my clients, Twitter appears either irrelevant, inappropriate or just plain scary (the fire-hose effect can seem intimidating…). But the thing that drives that fire-hose is the real-time feed, and therein lies the value of this channel. In this article Andrew Hutchinson (someone well worth following online, by the way…), he outlines why you might want to pay closer attention to what Twitter can do for you.
- What Makes Brands Really Successful on Social Media :: So, who DOESN’T want to be a successful brand on Social Media? In this article you can find out how some of the most successful brands do it, then figure out how that can be re-purposed for your business. Learn from the best, but don’t just do something because someone else does…..test it, measure it and make sure it works for your business and your audience!
I recently attended a half day of training focused on the roles and nuances within the business networking group I belong to. While extremely enlightening and really useful as I work to get a grip on my new role as president in my chapter, I’m struck afresh by the spectrum of differences that we each have as humans. In the case of the discussions I had, they focused on personality types and learning styles as they pertain to the other members of the group. Extend those classifications to digital marketing, especially as an entrepreneur, and you can begin to feel overwhelmed. It’s one thing to write, say, a message for an email campaign in four different ways to accommodate four personality types, but take the personalization further to learning styles, cultural and generational differences, best channel for communication, etc. and you just might feel that going back to a broadcast “one-size-fits-all” style is just easier, and it used to work OK, so just go for it. Or maybe walking around wearing a sandwich board!
Can you remember the single best dining out experience you’ve ever had? Whether it was the best steak ever, stir-fry to die for, or that anniversary dinner at the Killer Italian Place, do you remember what it was that made the meal memorable? The company probably had a lot to do with it, but the context and environment had a BIG part in the whole thing, too.
I’ve been writing a lot about the cognitive research around sharing, content shock and emotions. You’re ready for that to be done. You want the “5 Things You Can Do Today to Rock Facebook!” post.
The online world is utterly obsessed with content. This takes a number of forms, from articles and blogs to photos, graphics of any kind, videos, podcasts, and any re-mix thereof. It is an attention economy and if you can get your customers and visitors to focus on JUST YOU for a bit, you have achieved something pretty impressive.
However, this is only getting harder to do well. If you have the goal of creating or highlighting something of real value and relevance to your audience (as opposed to distraction or “click-bait”…) you have to be thoughtful, intentional and resourceful while balancing the other needs of your business and life. While the standing approach can still be called “Fail Fast” or “Do It Wrong Quickly“, you still need to cultivate an acute awareness of the real value of what you publish to your audience. There are numerous articles, sites, books and courses about content marketing available. Still, navigating it all as a solopreneur or small business owner can seem like panning for gold, and you just don’t feel like you’ve got the time or resources. You’ve got a business to create and run.
I’ll keep this to the point to save you time: here are three views of content that can help you use the resources you have more effectively. Frame your efforts with these in mind and you will find you come closer to “hitting the mark.”
- Make it interesting – There’s the stuff you’re interested in and there’s the stuff your audience is interested in. Drive laser focus on the latter, include the former and do your best to leave ‘overt selling’ out of it. Don’t be a pimp. Remember, only roughly 1 out of every 20 pieces published should be considered selling.
- Make it relevant and useful – Jay Baer says to publish stuff your audience would be willing to pay for. The greater the utility and relevance of what you publish, the more valuable you are to your audience, which will bring them back to you frequently….and when you DO sell, they will listen.
- Be truly “value add“ – Don’t just shove articles and links onto your stream and let your audience figure it out. Comment….give them a clue or a question or a contrarian point of view. Provide a reason to care and click through.
Do you have any views of content you feel are foundational? Share in the comments and make your case.
I’ve always associated the term “forecast” with the weather. Coming from the Midwest, I am culturally inclined to a near obsession with the weather. Few places have unchangeable weather, and living someplace where a tornado, a blizzard, a scorching heat wave or some other short or long term event can come slamming down on top of you makes you a bit skeptical of anyone’s ability to tell the future. Granted, in the area of meteorology, science is improving, but sometimes it pays to just step outside for minute and look at the sky.