Seven rules to build your internet presence
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Assign contributors. Once the state of environment, audience, and content has been identified, it's time to write. This is when companies task their most talented and creative staff to help deliver the consumer what they want. Ask that good storyteller to be the voice of the brand.
Make it easy for customers to share. The quickest way companies can allow their customers to share content is putting links to Twitter, Facebook, YouTube, Foursquare and other social media channels on their own website. Consider content your most important design element. It's imperative for companies to pay attention to content placement and ensure its consumable, not hidden or lost to a lot of scrolling. Also identify the piece as yours, for example, a title card with your company name before a video gets set to go viral on the web.
Study, Study, Study. When it comes to content strategy, businesses should spend a good portion of time in the virtual "library." Now companies can see where visitors went before and after coming to their website and referral URLs, where people share your content. This information is readily available through Google Analytics, Facebook metrics for fan pages, and social media monitoring tools including (from free to far from free) SocialMention, PeopleBrowsr, Radian 6, and TNS Cymfony. It's also fairly easy to set up on-site surveys.
Let go of the fear. Conversations about the company's content are going to happen regardless. That's why it's helpful to provide consumers a conversational platform and engage them on your space. Should they be more active on review sites like Yelp, you should still engage and learn. Leading review sites also provide statistics that can help inform your strategy.
There are certainly a handful of companies that are grasping the concept of content strategy. REI incorporated an "expert advice" section for customers interested in rock climbing and provides them with a list of important items to pack for their trips. Dove's Campaign for Real Beauty has done an exceptional job reaching out to teen girls, presenting content that's relevant and not simply trying to sell their products.
Lastly, Vail Resorts mobilized their loyal skiers and riders to produce user generated content in their Snow Squad competition to become part of next year's on mountain social media team. The takeaway is effective content strategy leads to effective storytelling in the digital age.
Scott Esmond is the Director of Business Development at Red Door Interactive, an Internet Presence Management firm with offices in Denver and San Diego that helps organizations profit from their Web initiatives. Clients include PETCO, Garden Fresh Restaurant Corp, California Avocado Commission, Rubio's Fresh Mexican Grill and Cricket Communications. Connect with him at sesmond@reddoor.biz.
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