Our pitch to new clients differs depending on the industry and client needs, but there are several topics we always include in the discussions. We always want to let new clients know about our company. We always review our process and how we set deliverables and deadlines. But the one topic that seems to get the most time is SEO, content strategy, and social media.
Far too often, website and social media content get placed on the back burner with a new website because companies “just don’t have the time” to contribute. The reality is this: you need to make time for these things because they are becoming more and more important to solidifying your place in the online world.
Why Content Matters
In short, search engines thirst for fresh, relevant content in a website. As time goes on, this is becoming more and more true about social media content as well. Google now displays recent Twitter and Google+ content above most of the rest of the results when a user searches for products and services. If SEO is important to your business – and, let’s face it, it has to be these days – you need to get your voice as high up the search result pages as possible.
In addition, websites without social media links or fresh blog/news content are considered irrelevant and outdated by most. If you still manage to get users to your website without Google’s help, you may lose customers (specifically the 18-45 crowd) by simply being perceived as having abandoned your website or neglected to have a social presence.
Maintaining a Company Blog/News Section
When you started your company, you likely didn’t think you would be a copy writer. Same goes for your company’s hires like restaurant managers, doctors, real estate professionals, or web developers. In truth, we all have to become copy writers for our businesses to stay relevant.
One of the easiest – and most important – places to keep content fresh is within your own website. You have total control over the content, style, tone, and community involvement. You can choose to allow comments or not.
Keeping your website up to date with the latest company info and opinion pieces may be the difference between being lost on page five or being in the top 10 of the search engine results.
Social Media Channels
Admittedly, no one has time to keep up with all of the social media channels out there. Just to name a few, you could keep up with Facebook, Twitter, Yelp, LinkedIn, Google+, Pinterest, Foursquare, Path, Vine, Instagram, YouTube, Vimeo, Flickr, Digg, Reddit, or StumbleUpon and you’d still only have touched the surface of all that is out there. But not being involved with all of them is no excuse for not being involved in any of them.
These social channels provide awareness about your company and, if utilized correctly, send traffic to your website through links, likes, retweets, etc. Without explaining SEO link building strategies, suffice it to say that these links go a long way in boosting your website’s importance to search engines.
As a general rule of thumb, almost all businesses should be investing in the bare minimum of Twitter, Facebook, and Google+. Others can be added based on industry or target audience.
Making It Happen
As a business owner, you’ve probably uttered the words “just make it happen.” Between you and me, that’s sometimes easier said than done, but a content media strategy doesn’t need to be complex to be effective. You can spread the responsibilities across certain employees, have a dedicated internal team for your online presence, or hire an agency – maybe and Orlando web agency like FliteHaus? – to take care of the content strategy.
Regardless of the path you choose, a solid editorial calendar and collaborative brainstorming of topics is the bulk of what is required for an effective content strategy. Decided when blog articles will be written and tweets/posts will be pushed out. Here are a few suggestions:
- Blog articles:
At least once every two weeks. Ideally, once or twice a week.
- Twitter tweets:
At least once a day. Ideally two to three times a day.
- Facebook/Google+ posts:
At least three times a week. Ideally once a day.
- LinkedIn posts:
At least once a week. Ideally, two to three times a week.
With many of these social channels, leveraging a piece of software – like HootSuite – to help schedule these postings will become necessary, but that’s okay. Schedule tweets and Facebook posts on Monday and let them auto-post throughout the week.
The bottom line is that you need to keep your brand relevant and in the view of your potential customers. The only way to do this is through a sound content strategy. In some form or another, this requires a team.
If you’d like to talk more about how we can help with your content and social media strategy, feel free to drop us a line so we can boost your brand’s relevance together.
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