Generating content and being active on social media: striking a balance

Life is getting tougher everyday for an online entrepreneur. There was a time when you could just have a website and do decent business. Then came in search engines and associated search engine optimization wars. Along came maintaining mailing lists and constantly promoting your website links on various forums and websites. Although initially blogging emerged as a leisure activity later on this too turned into a business promotion tool and hence you needed to spend lots of time maintaining and promoting your business blog.

As this was not enough now you have social media. You constantly need to engage your prospective and present customers and clients on Twitter, Facebook and other social networking and social media websites. As an online content writer I primarily focus on the following activities to continue getting work on the Internet:

  • Continuously generate new content on my website and my blog
  • Occasionally interact on other forums
  • Interact on Twitter and Facebook

So how do you strike a balance? Aside from taking care of your professional responsibilities (doing the actual business) you also need to remain active on social media and social networking websites and on top of that you need to constantly generate fresh and valuable content for your website and blog. There are 3 things that can help you

  • Planning
  • Persistence
  • Quality

Regularly plan your content writing and social media activities

Planning gives you a direction. Without a consistent plan you are clueless and end up wasting lots of time trying to figure out exactly what you want to do in order to promote your business. When you have a plan you know what you want to achieve and what all you need to do in order to achieve that. It helps you draw a clear picture of your activities and efforts.

Be persistent and have a schedule

It’s not necessary that you publish a new page or a new blog post every day. Similarly it is not necessary that you update your Twitter and Facebook profiles every hour and reply to every message. Just be persistent. If you have scheduled 2 new pages or blog posts every day then try to stick to this number. If you want to be active on social media and social networking websites for at least 1 hour every day at a particular time be there because your followers might be, unbeknownst to you, expecting updates from you.

Focus on quality rather than quantity

Quantity does matter when it comes to improving your search engine rankings quality always triumphs over quantity. Eventually it is quality that draws visitors to your website or blog and keeps bringing them back to you again and again. Even on social media and social networking websites don’t bother how many postings you publish; just focus on quality interactions and postings.

We end up wasting lots of time on content marketing and social media marketing by focusing on wrong or misplaced messages. Be persistent, do proper planning, and focus on quality and you can juggle multiple balls at the same time and get great results.

Why your website needs unique content

This may sound mercantile coming from a professional content writer but your website definitely needs unique content, and in some cases, lots of it, if you want to have a competitive edge over other businesses, in terms of traction and search engine rankings.

Recently a client wrote to me that he simply wants to copy/paste content from other websites and I was amazed that even in these times people are unaware of the implications of plagiarism and publishing duplicate content on their websites and blogs. Fortunately I was able to convince him that straight copying/pasting content from other sources was a very bad idea and this could decimate his search engine optimization plans at the very least.

Why do you need unique content on your website or blog?

Simply because your business is unique, your voice is unique and so is your presence. If you have same sort of content like other websites and blogs how are people going to distinguish your presence from the others? What is going to be the difference? If you have got nothing unique and different to say about your business it means you have nothing different and unique to offer, and if you have nothing different or unique to offer why should people do business with you and not with someone else? And this can be a minor nag because people coming to your website or blog may not know that you don’t have unique content.

But the search engine algorithms will definitely know because that’s what they do: they rank well well-written and unique content and penalize duplicate and plagiarised content. You may ask why the heck they have a problem with non-unique content? It’s actually very simple. If they allow people to copy/paste each other’s content then all hell will break loose and very soon on every second link people will find the same content. Then what is the use of using a search engine? You use search engines to find relevant and useful content and you feel good when you get lots of choice. If the search engines don’t give preference to unique and relevant content you will stop using them and simply referred to a few odd directories.

Therefore it is in the interest of search engines to rank higher content that is unique and worthy.

Managing Your Social Network: Dos and Don’ts

This is a guest post from Carrie Oakley.

Do's and don'ts of socialSocial profiles are more the norm than the anomaly today; most people have more than one because they don’t want to miss out on anything happening in social media. However, not everyone who’s online knows how to maximize the use of their social profiles and minimize the damage that they can cause; they sign up and start doing what everyone else is doing without realizing that information that goes online stays online for eternity and renders your life an open book and your privacy a thing of the past. There are no written rules or laws to use social networks, except of course that you don’t abuse or spam other people (you risk getting your account blocked). However, in order to protect yourself and prevent strangers from gaining access to your information, here are a few dos and don’ts to manage your personal social networks.

Do’s

  • Protect your profile adequately; this means you need to separate your friends into groups – family, close friends, and just acquaintances. Allow each group different levels of access; for example, your close friends can see all of your profile; your family is allowed access to your photographs and personal contact information; your acquaintances can see only relevant updates and information; and those not on your list of friends cannot see anything beyond your name and sex. Facebook has many privacy settings that you can use to protect your data from being used against you, so utilize them effectively.
  • Keep monitoring updates from Facebook – there have been times when your privacy settings have reverted back to the “default” settings that Facebook deemed appropriate enough. Most options were opt-out instead of opt-in; so check your privacy settings every now and then to ensure that people can see only what you want them to see.
  • Delete friends who are abusive and intrusive – you don’t have to inform them, and they will not know until they explicitly try to write on your wall or see your profile.
  • Report as spam anyone who harasses you or forces you to friend them.

Don’ts

  • Accept friend requests from people you don’t know – even if they’re friends of your friends, it’s not wise to put them on your list unless you know them personally.
  • Do not Put up photos that are not appropriate for public viewing; they could come back to bite your butt if potential employers use them to discriminate against you in a job interview.
  • Don’t say anything you don’t want the world to know – status updates and comments on your friends’ updates are public and could come back to haunt you if you’re not careful.
  • Send out friend requests to all and sundry; ask politely, and if people ignore your request, don’t keep asking again and again.
  • Intrude into the lives of people you hardly know; they may have accepted your friend request just to be polite, but if you see that they’ve blocked you from seeing their wall and photos, leave quietly instead of calling them out on it.
  • Waste time playing games and checking out new applications all day – social networks could get addictive, so restrict the time you spend on them to an hour or less every day.
  • Use social networks to spy on your spouse or significant other; in fact, it’s not wise to friend them in the first place – you may be married, but they deserve their space just as you do. If you get too snoopy and start questioning their every post or comment, your relationship could be in danger.

Social networks are supposed to make our relationships stronger and easier, not destroy them through nosiness and jealousy; bear this in mind when you sign on to use one.

The effectiveness of content marketing can be measured in terms of before and after

Measuring effectiveness of content marketing strategyIt is not often possible to understand exactly how content is impacting your bottom line: are you doing more business due to your content marketing effort?  There is no hard and fast rule and it is extremely difficult to track individual pages and blog posts and then make out how much business they are bringing in.  So how do you rationalize the implementation of the content marketing strategy or how do you monitor its effect?

There is one established fact that content marketing works; what you have to find out is  whether it is working for you or not.  Content marketing is not like a traditional marketing campaign where you just create an ad and then use TV, newspapers and magazines, and websites to disseminate that ad and then analyze various metrics.  This doesn’t work in the case of content marketing.  More than a push marketing it is a pull marketing and it spreads over the long span of time and effort.

So you can have a before  and after scenario that is working for many people with tremendous results.  What was your overall revenue before you implemented your content marketing strategy, or what is your current revenue when you are just about to implement content strategy.  Is there a change, say, during the past four months, ever since you have been paying close attention to your content marketing strategy? This change, if it is there, becomes your metrics that you can use to gauge the success or failure of a particular content marketing plan.

This works in conjunction with shorter, more focused plans.  Take for instance user engagement.  You know you can increase your sales by encouraging use of engagement on your website/blog and also on your social media profiles.   You also know that up till now nothing much has happened.  For user engagement you need engaging content.  So focus on this.  Try to come up with content that encourages your visitors to engage in conversations with you. What drives them? What motivates them?  What excites them?

Not getting enough traffic?  It must be an SEO issue but it may also be due to the fact that you don’t have the right kind of content.  Even if you feel you have got tons of content are you focusing on the right keywords?  Even if you feel that you are focusing on the right keywords are you really covering the keywords that your target customers and clients use?

These are smaller issues (not smaller on their own but in terms of the end result: increasing your revenue) and you can begin with them so that you can measure the effectiveness of your content marketing strategy.  When you see more and more people coming to your website and when you see that they are engaging in conversations with you and among each other (talking about your business, or at least its object/topic related to your business) you know that you have an effective content marketing strategy working for you.

Why your business needs a content marketing strategy

Content marketing strategy

Content marketing fundamentally means spreading your thoughts and messages through targeted content. Strategy comes in when you create content knowing exactly what you want to achieve. Randomly creating articles and blog posts may give you lots of content and it may also get you more traffic but in terms of conversion you won’t see good results because when you don’t know what to do with your content, neither do your visitors. Publishing content without a strategy is like throwing darts in the darkness hoping that one of them will hit the bull’s-eye.

Unless you have a massive advertising and PR budget content marketing is the best tool you have got. It is certainly not a one-week affair. Creating and implementing a content strategy takes time and effort but it is more effective and provides long-lasting results. Your business needs a well-defined content marketing strategy because

  • It keeps your regular communication focused
  • It shows your active involvement in your field
  • It helps you build an attentive community around your business
  • It turns your website or blog into an information resource
  • It improves your search engine rankings
  • It improves your conversion rate
  • It gets you quality incoming/inbound links
  • It turns you into an authority figure (authority figures are more trusted)
  • It gives a reason to your prospective customers and clients to stay longer on your website or blog
  • It strengthens your brand
  • It creates new communication channels
  • It builds a target audience that quickly responds to your questions and business ideas
  • You get immediate feedback from your clients, customers and visitors
  • You develop a ready-made product-launch platform