There is a lot to be said for developing a solid online strategy at its bare heart, and there is a little no-fun stuff as well. Developing a robust and dynamic digital strategy in Host loves (a language I understand) is not enough. Below are my best guesses for what needs to be done for a complex equation to work.
1) You must develop content that people want to consume. The only reason people go online is to be entertained or to learn something and I don’t want to have to worry about that. Why if your content is entertaining or fun for the reader, you can bet that a powerful benefit is being created. There is always a whole bunch of people online who just like to be entertained and entertained often isn’t desired, but really it’s a matter of the technology we use. A solution is going to be that the content you are creating as part of your Internet strategy needs to be extremely compelling initially to the people with an interest in your content, or as part of their digital communications platform, respectively.
2) Develop your site as a center of concentration on specific interests and goals. This concept is quite obvious, but not necessarily a lot of people do this as it works quite well. I like it when your digital strategy, from the ground up, becomes and interactive or interconnected at every point of the process. I see too often the process of telling everyone about a digital platform, even before people sign on and sign through to access the content. I like sexy content that is know-how and fun to consume, and tries to grow consistently over time to enjoy the benefit.
3) You need to be very careful about content type, download types and the medium you deliver it on. There is a great deal of hope in some the tried and true digital marketing techniques (keyword driven marketing, social networking, etc… again, I’m not a master here, so I cannot take all the credit for your success… thus this article does not promote that specific model of the step. You want to think about the medium you might be distributing content on, specifically. So many times I come across content that is hosted in a social media platform or on a one-way distribution channel, such as YouTube or Tumblr. This type of content is awesome on those type of platforms, but not so much good on major content types (i.e. documents, video, interactive). I think it really depends on the type of content and the purpose of each type of content.
4) When you take all these things in mind as part of your on-line strategy, the next step is to start thinking about content type and the medium your content is going to get distributed on. If you decide to do some sort of content creation or distribution of PowerPoint type presentations, don’t expect that you are going to start to rank very well in the future. You will be more right on target in the long run. My suggestion here is spend a lot of time in reviewing various possibilities on different types of content types and mediums to help you in the long run with the decision making. (There is a very respected tool about finding the right content for your brand).
5) Once you’ve done this for all the types of content you expect to be in your online strategy, and have a good idea of which one is going to be the best fit from a specific medium perspective, then you can start to really think about your marketing. I am a big believer that treating your content strategy and your digital strategy as a joint venture for the long haul, one where you all contribute to the outcome, building valuable content by all at the same time. Now many of you will be cringing at the word joint venture, assuming that I’m talking about a lot of work. I’m not. You all have already worked hard on the individual content. It’s the great equalizer. You all have to be okay with the fact that you’ve said enough, you’ve already given enough (or have changed the Magnetic Sponsoring culture to becomepler awesome). wake up, make a list of all the areas you can do to leverage the original content to become even a rarely stream of income, and I assure you will find that now you can create content in a way that creates massive value to the whole.
