‘Built it and they will come,’ said Kevin Costner’s delusional baseball fanatic in Field of Dreams. Consequently nobody turned up to his homebuilt baseball pitch bar the odd moping ghost.
Many online marketers appear to have the same (equally delusional) philosophy towards online content.
So how do you ensure that you are writing the right web case studies or commenting on the blogs, forums or social media channels that are most likely to help you meet your businesses objectives?
Vervely has some very useful suggestions:
- Know your content strategy: What are the objectives for your organisation? What is the ultimate aim of the content you create? How do you know if your content is working? Read this excellent post to find out how to plan your content strategy.
- Listen to what the world is saying: Consume as much relevant content as you can lay your hands on. What are people in your sector saying via social media, websites, blogs etc.?
- Analyse what the world is saying: Figure out what to do with the content you are collecting and curating – how do the topics and conversations underway align with your organisations goals?
- Figure out if you want to respond, save or discard: Decide which conversations, topics or content you want to engage with; either save the rest for later reference or discard.
- Build, Like, Share or Comment: Once you know what you’re going to engage with, build the content. Write a web case study about that recent industry development; post that question on LinkIn groups, comment on that industry blog article.
- Socialise the content: If it’s quality content (which it really should be), let people know about it!
- Measure your success: How has your engagement performed? Get to know what works and what doesn’t, iterate to success.
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