Invariably when we”™re speaking with companies about expanding their online presence, we get push-back about regularly creating the content necessary to get found and to attract and engage important audiences. “I don”™t have the time.” “I”™m not a good writer.” “What do I write about?” These are the most common concerns. Following are six tips for overcoming them.
Priorities get time and attention
Successful entrepreneurs identify mission-critical efforts and give them priority. Committing to create online content on a regular basis first requires buy-in that a web strategy is vital for success. Studies reveal that more and more small businesses are coming to this conclusion.
For example, the recent Small Business Success Index, by Network Solutions and the University of Maryland”™s Robert H. Smith School of Business, reported that social media adoption by small businesses has doubled from 12 percent to 24 percent in the last year. This group is increasingly investing in applications like blogs, Facebook and LinkedIn profiles, the study said. They”™ve recognized the importance of making content.
Share content creation
Who says you have to do it all? Your employees are not only knowledgeable about the company and their roles, but they can also be highly credible ambassadors for your mission. With a bit of planning and a few rules of the road, content creation can be effectively shared among your team.
In addition, guest posts can be powerful. Ask clients, customers or industry experts to offer their views on topics of interest. These requests also provide PR benefits.
Can”™t write? No problem
For the web, you don”™t have to write timeless prose. As long as you”™re sharing valuable information, clearly outlined, a conversational style actually works better. Use spell check and a style guide like Strunk & White to check grammar and usage. You can always hire a professional to edit and/or ghostwrite web content, but try it yourself first.
Don”™t want to write? Try video
With new digital video tools like the Flip cam or the Kodak Zi8, you can create great video content right at your desk and have it online in seconds. Keep your videos short ”“ a minute or two. Make an outline to keep yourself on track ”“ and smile! Sharing your info by video has major benefits. It”™s highly personal and engaging, it”™s great for SEO and it”™s more likely to be accessed than copy.
Write about what you know
Your own business and industry can provide endless topics of interest. You”™re the expert. Share insights about your company ”“ perhaps how you factor customers into decisions and innovations. Offer your view of trends and news impacting your industry. Two caveats: Keep it professional and don”™t be controversial for controversy”™s sake.
Re-purpose
With a bit of editing, PowerPoint presentations, press releases, sales brochures and other materials can be turned into value-added content.
Ellie Becker is president of E.R. Becker Company Inc. in Norwalk, a public relations and inbound marketing consultancy. She is an inbound marketing certified professional. Reach her at ellie@erbeckercompany.com or read her blog at www.erbeckercompany.com.
Bernadette Nelson is principal of Studio B/Visual Communication in Norwalk. She has more than 20 years of experience in graphic and web design. Reach her at b@studiob-ct.com or www.studiob-ct.com.
