Angela Miller answers: “What Is a Social Press Release and How Can I Use It as a Promotional Tool For My Business?”
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Hi, I’m Angela Miller with Vertical Measures. Oftentimes content
planning gets overlooked when looking to update or build a new website.
It’s more fun to look at the graphics, to look at the look and feel of the
website. Unfortunately, with the implementation of Google’s Penguin, more
and more emphasis is being placed on content, quality content, and how it
affects user search experience.
So what does this translate? It means that you as a website owner needs to
really focus in on quality content, and ultimately, quality content
planning. One of the questions we are asked was what are some of the good
techniques to follow for website content planning? First and foremost, it’s
important to have the mission of your website. What is it that you’re
ultimately wanting to do? Sell more products? Educate your customers about
a new technology? Are you looking to expand your brand?
Next, who’s your target audience or audiences? What is the profile? What is
their ages, potential gender profile, maybe buying or purchasing behavior?
You need to understand your audience, and how is their interaction with
you, and your products and services. Last, it’s really important to start
researching. One of my colleagues, Kayla Strong, actually did a very good
content planning and research blog very recently on June 26th that I
definitely recommend you take a look at. By researching within your
industry understanding what content has actually worked well, gives you a
good baseline to build on that success.
Next, you want to get all of the experts into the room. This could be
engineers. It could be client services, customer service people. You want
to get a lot of different heads in a room to start your idea generation.
You want to provide them with note cards, white boards, scraps of paper and
tape. Ultimately, you’re all brainstorming, coming up with ideas and story
boarding out what your website is going to look like, or what we call wire
Put all of these ideas up on a board, and then start to organize that
information. Think about the different sections or categories where some of
these ideas have some similarities, such as product, an about us section,
news, education, etc. Now you have to start getting into the details. Now
that you’ve got all the ideas up on the board, you really need to kind of
drill down and understand what is the purpose of that page, what user
action do you want as an outcome? Ultimately, when a person is on that
particular page about that particular piece of content, what kind of
behavior are you looking for them to drive? Do you want them to sign up to
see a demonstration? Do you want them to download a free guide? Do you want
them to watch a video? So ultimately understand what actions you want.
How will you present the contents? Now you’re going back to that target
audience profile, and understanding how they like to consume information.
Understand is it better to use a video. Is it better, potentially, to have
it as a blog or a news post that goes out on RSS feed? Understand how it is
you’re going to deliver that content information. Then ultimately, you have
to go back up against your mission and your target audience, and make sure
that those ideas align with your mission and target audience. Don’t be
afraid to throw things out. If there’s duplicate information, if the
purpose of the page isn’t clear, it’s OK to throw that idea away and pare
down to what’s really important.
Last, but not least, is one of the where a lot of the work is actually
really, really done. We recommend that you create an editorial calendar. In
that editorial calendar actually, Mike Huber, another colleague of mine
actually put together a great video post on developing an editorial
calendar for your blog. There’s a lot of great tips you can pull out of
that as well, to apply to your website content. Ultimately, in your
editorial calendar, make sure you identify who the page owner is. It’s
always important to have an owner of that particular page. Start with the
title, that gives sort of the topic or guide for the page, so make sure
that the content ties back to that title. Set up your key words. Have a
couple of key words that you’re looking to build on for search engine
optimization. Also, make absolutely sure that the owner of that page
understands the page’s purpose, the audience that they’re trying to
address, and ultimately the call to action, what you want that audience to
do once they’re completed and reading that page. We hope that that helps
you in developing a website content plan for your website. Thank you very
much, and have a great day.