In the third part of our series “Four Steps to Creating Content for your Digital Community,” we’ll be discussing the best ways to organize and share your content with your digital community. See, it’s not that difficult! You’re already halfway finished! Here are 5 of the best ways for organizing and sharing your content with your digital community. [Missed part one? check it out here: Four Steps to Creating Content for your Digital Community – Step 1: Building Your Content Strategy]
Choose Your Topics
Now that you’ve determined the big idea, you’re going to have to decide how you’ll share all that content monthly. Ask yourself the following basic questions:
- Is the topic relevant right now?
- Is it timely?
- Is it popular right now?
- What is your competition doing?
- Will you have enough content for the month?
These may seem redundant, but it’s important you consider them. It’s doubtful you’ll post something irrelevant. However, finding a topic that you like, that’s relevant, and not widely covered is a great option.
Create an Editorial Calendar for your Topics and Content
As a busy company, you probably already have a million things to keep track of. Creating an editorial calendar will keep you on schedule for consistency, relevancy and ensure everyone is on the same page.
To create topics and calendar contemplate two things:
- Master Calendar – This outlines the major types of content you’re creating for the month (blog posts, webinars, eBooks, white papers, etc.). How it helps:
- You can see all your content in a quick overview
- Add in key holidays, events, campaigns, business dates
- Create a unified flow of information and topics
- Detailed Calendar – Unlike the master calendar, the detailed calendar is an in-depth look at your content on a daily and/or weekly basis. Of course, this depends on how often you publish content. If you have a Virgo on staff, enlist them to help! You know how they love details, lists, and planning. How it helps:
- It’s all the cogs in your content writing powerhouse that make it function smoothly
- It will include helpful notes and information like authors, keywords, plans of attack, status quo
- It’s a catalyst for new ideas! It will create a snowball effect for new ideas that will build off existing content.
Now that you know what you’re writing about and when, you need to make sure that when you’re publishing your content, people can find it. One of the best ways to do this is to share your content across your social networks.
Make the Most of What You Already Have
Are you mildly panicking because you’re already wondering how you’re going to find the time to create this magical content, of which we speak? Take a deep breath and relax. You probably already have content you can use, but haven’t considered!
You know, those sales and marketing documents designed to entice and draw in new customers? That’s a great start. Now you just need to maximize it for your networks!
For example, if you have a brochure featuring your products and have already posted it to your website. Here are a few other options to get the most out of what you’ve already got:
- Transform that brochure into three blog posts
- Turn your content into a presentation and publish it to SlideShare (remember to tag keywords)
- Interview your content writers and post it on your YouTube account
- Take the audio from the interview and turn it into a podcast
- Create an infographic with the key data discussed
- Share each piece of new content across your social networks (Think: Facebook, Twitter, LinkedIn, and Google+, etc)
You can do it! It’s easy once you start digging in. You’re bound to find something you already have and build on it.
Sharing Your Content
Now that you’ve navigated these new and unfamiliar waters, and put in the hard work, you’re ready to share! As Dorothy said, “There’s no place like home.” Home, in this case, is your website.
Today, there are so many social networks and we’ve just scratched the surface. Let’s just focus on the four main and most popular social networks to help you take off and fly!
Twitter is one of the biggest and important social networks today. It’s an awesome place to generate and engage in conversation. Tweet your links in a conversational way. Ask questions and solicit opinions on the links you’ve share. More importantly, be engaging!
Facebook differs from twitter in the fact that it is an incredibly visual social medium. This is a great place to post many photographs. Facebook allows its users to create photo albums and create captions or descriptions to go along with them. That being said think of the stories you want to tell! Remember that if you’re at an event to take photos and use them as content to share on Facebook and all your other social networks!
There are five different types of content you can post to Facebook. However, Facebook values each of them differently and changes their order of importance regularly:
- Open graph stories
- Updates from applications
Facebook is fun! Like I said it’s and incredible visual platform that allows you to get creative in the content you share. Unlike Twitter, users can have lengthy discussions longer than 140 characters. Therefore, it’s great for having conversations!
Google+ is another great place to share your content with your community. If you don’t know Google+ well, check out Google+50, a great resource to help you get started. Google+ has 20,000,000 visitors world wide so you may want to check it out.
LinkedIn operates the world’s largest professional network on the Internet with more than 364 million members in over 200 countries and territories. If your content can be useful in aiding professionals or businesses it’s a great place to share it. Another great facet of LinkedIn, it’s global. More than half its users are outside of the United States! It’s an awesome place to reach people in other countries who may be interested in connecting with you and your business!
Similar to Facebook, it’s a great place to discuss and share ideas, especially when it pertains to your area of expertise. You can post status updates, share links, and it even includes applications to showcase your content.
Again, these are just a few ways you can share content. Feel free to go beyond these suggestions! Always look for opportunities and new ways to share your content. See where your audience is sharing your content and go from there. Also, get stealthy, go covert ops. Do some reconnaissance on the competition to gather intelligence and use that information appropriately.
Search Engine Optimization
I know, it sounds ridiculously technical and possibly complicated. When in reality, search engine optimization just means the importance of tagging keywords in your content. Why would you want to do this? Well, because consumers need to be able to find your product or services quickly and easily. By tagging your keywords and phrases you’ll be more searchable and available in search engine databases. Thus, being more visible to customers!
SEO is important don’t underestimate the power of keywords. It will help get more visitors to your site quickly and then the word gets out! Check out google keyword tool to help you. For example, if you own a coffee shop, you’ll want to use keywords that fit in the coffee category.
Be strategic in how you utilize keywords. Have a balance between your content and writing for a search engine. There are some good approaches to build a strong SEO.
- Begin with the headline. Be sure the headlines for your blog posts, videos, white papers and any other forms of content include your keywords
- Include the keywords in your introductory or descriptive paragraph. Make sure they are there. It’ll further reinforce searchability and relevance to your content.
- Customize your URL (website address). If you get the chance to change your URL, and include keywords it will further make it easier for people to find you!
- Sort and tag it. Sort your blog posts into categories. Create broad categories with keywords. This the place for more broad coffee related keywords. Such as “coffee beans”. Then use tags to be specific, such as “Arabica Beans”. You can also add tags on sites like YouTube. Look for tags when adding to sites that aren’t yours.
Searching isn’t the only way people will find your content. You’re in control, remember? You have the power to spread it. Fortunately, the social web is a great way to share it. The more you share content, engage in discussions, you’ll begin to create relationships and get your name out there. Just remember to stay consistent, relevant and interesting and what you put out, will come back to you.
How are you currently organizing and sharing your content? Are you using a content calendar? Would you be interested in one if provided it as an option? We’d love to hear from you? Why not kick off the conversation in the comments below!