Posted 06.23.2010

Seven rules to build your internet presence

You need an effective content strategy

By Scott Esmond

People love a good anecdote. From hieroglyphics to song lyrics to a favorite novel, the well-crafted story is arguably the most effective means of communication to motivate change and pass along history. If an individual can tell a good tale, they have the ability to command the attention of others. Same goes for a business.

However, the modern expression of this ancient art is far more complicated than the days of pen and paper. The present digital age means individuals can Tweet, Skype, blog, Facebook and IM at any moment of the day from almost any platform. In a marketplace filled with competing and often confusing messages from companies and products, one of the only remaining ways to truly stand out is through one cohesive voice.

At Red Door Interactive we’ve found that a cohesive content strategy is an effective tool to facilitate and simplify storytelling on the web. It’s the delivery of fresh and relevant information to a specific group so they can be actionable. In today’s world, content covers everything from a press release to video to a website; essentially anything you can produce that’s consumed. The practice, previously reserved for web designers and usability testers, is fairly novel and gaining momentum among marketers and mainstream business because it’s just that efficient and targeted.

With effective content strategies, companies large and small can be rewarded with increased customer loyalty, increased brand equity and a perception of leadership in their market. So when launching a content strategy for your online presence, make sure that you follow these seven steps to make sure your story is both heard and appreciated.

Do a content audit of the business. Every company has a voice – whether they work at it or not -and managing it starts from the inside. Identify what type of content is available and what should be updated. Look beyond just your website and include any off-site content (user reviews, organic search listings, social profiles and posts) as well as marketing, sales and PR content. Begin gathering opinions from your own staff, then reach out to the public to reveal any discrepancies between perception and reality. It can be a daunting task, but agencies like ours can help guide you through the process.

Designate a content strategy leader. Put one central person in charge of managing the process. This individual is responsible for keeping the content up-to-date, managing editorial calendars and delegating tasks. It’s essential that a skilled, trusted employee is the point person for company information every day. If your leader is not already an expert, some good learning sources include Junta42.com and copyblogger.com.

Be timely and relevant. I recently heard a great quote that sums up the importance of timeliness; “Good content capitalizes on an opportunity in the life of the content’s consumer.” Such information is fed by what’s going on with a company’s brand, what’s going on with the media and what’s relevant to the customer. Try and gain information from the audience, ask them directly what type of content they want, and then follow through and provide what’s applicable to their lifestyle. Much like a relationship, it’s important not to just talk about the company all the time.

• Page 1
• Page 2

Last updated on Jun 22, 2010 at 10:50 AM

• Email
• Share