As a marketer, you want to create campaigns that draw attention and engagement.
As a marketer, you want to make noise.
However, small businesses often struggle with finding the time and tools to create these campaigns.
Often times, it’s hard to know where to start and what to do in order to create a movement or a compelling marketing campaign.
I recently participated in the “30-Day Bravery Challenge,” an effort started by a friend to inspire people to push themselves outside their comfort zone.
Through the experience, I discovered three critical elements that you must incorporate if you want to successfully create a compelling campaign:
- Community: In order to create a successful campaign, you must first create a group of people who can function as a community. Facebook groups are great ways to bring people together to engage in a topic. For example, Greg Faxon (the creator of the challenge) created a Facebook group so that all Bravery Challenge participants could interact and engage with each other. By creating a community, you create engagement. Being a part of a community is empowering; it creates accountability and connection. Members of the community rely on each other for support, advice and guidance. Strong communities help push their participants to work together to accomplish shared goals. Knowing that there is a group of people supporting you is extremely helpful to allowing people to overcome their fears and keep pushing towards greatness.
- Consistency: Another critical aspect to creating a compelling campaign is consistency. Individuals need to know how often they will be communicated with as well as how often they will be asked to engage or participate in group activities. Consistency helps create expectations and engagement. It’s much easier to join a movement, or engage with a campaign, when you know, beforehand, what will be expected of you. Letting people know what, and when, to expect your outreach helps create buy-in and anticipation.
- Collaboration: The last, but most important, piece to creating a compelling campaign or movement is collaboration. The community must have an outlet to communicate with each other; to share ideas and experiences and learn from each other. By engaging with other members of the group, participants feel more connected to the movement as a whole. By sharing stories and life experiences, people create lasting connections which makes them more eager and willing to work together.
Creating a community, consistently communicating your goals and expectations, and creating an outlet for collaboration are critical in order to create a compelling, powerful campaign on or offline.
Not only do we have the pleasure of being able to work on the website for Jeremy, but we also call him a friend. This guy has a real passion and gift for what he does, and when he speaks, that is obvious. We hope that you read his blog, and we hope that you reach out to him to learn more about what he is working on in the City of Buffalo.
We’re really looking forward to great things to come from Jeremy. Especially the book that he will be writing soon. Go check out his website, and let him and us know what you think.
- Build on WordPress, using Genesis Framework
- Hosting by theBREWROOM
- Integrated email newsletter management
There’s a big difference between good content and great content.
You know great content when you see it; you’re immediately interested in consuming it and are inspired to share it.
However, creating great content isn’t so simple. It takes practice.
And while there are a lot of tools and best practices to follow to creating great content, below are 3 tips that I’ve found extremely useful in helping turn your content from good to great:
- Placement: This first step to making your content shine is placement. Are you putting your content in the right place? Are you sharing it on social media? Is it on your website? In order for your content to be great, it has to be visible. You have to be strategic to place your content in the areas that your target audience spends the most time, be it your social media profile, website or blog. If your content isn’t placed where your audience looks, it will never perform well because the people most interested in it won’t end up finding it.
- Relevancy: Once your content is found, the next factor that influences its performance is relevancy. Is your content relevant and interesting to your target audience? Does it align with their goals? In order for your content to be great, it has to resonate with the audience and make them feel something (inspired, curious, excited) that gets them to take action to share your post online, or talk about it with a friend. Posts that elicit feelings in your audience are much more likely to be shared.
- Quality: Placement and relevancy alone won’t get your content to go viral. In order for your content to perform fantastically, it has to be quality. Does it have links? Rich media? High-res images? Did you double-check your work? In order for your content to be shared repeatedly, it has to be of high quality. No one wants to share a blog post with spelling errors or a photo that’s blurry. Taking the time to ensure that your content meets high quality standards is critical to helping it perform well.
Creating great content isn’t easy.
However, if you place it in the right channels, make it relevant to the target audience and fill it with high quality images and media, you’ll be on the path to transforming your content from good to great.
We have a process here at theBREWROOM. Whether we are redesigning an existing website, designing a new website, or reviewing a website and coming up with SEO recommendations, it always, Always, ALWAYS comes down to the content. No matter what your website is about, or what you are selling, or who you are selling it to, the one thing that needs to be done right is the content. It needs to be clear what you do, who you do it for, and why someone should hire you. If this is not clear, you have failed. We were recently asked if we had one specific piece of advice to offer to other developers that are looking to incorporate Search Engine Optimization into their website development process. We answered with: “Always include SEO at the beginning of the process.” This means that it is not something that you do when you’re done designing a site. It’s not something that you do when you have already built your site, and you’re reviewing it with a client, or your team. It’s something that you do right from the start. After all, you are not just optimizing your site for search engines. You are optimizing your site for your customers, and to do that, you need to do the work at the beginning of your process.
Basic content marketing pointers:
- Keep content short and to the point. Nobody wants to read a book on your site.
- Make the content have a purpose – why do you want someone to read this?
- Include clear calls to action – what do you want the user to do next?
- Support your copy and content with an interesting or meaningful image. It has been proven that people like visuals.
- Check your spelling! If you’re spelling things wrong and using poor grammar, then you won’t look professional.
Thanks for listening. Please share if you agree with the points mentioned above.