Content Content Content - More Do's Than Don’ts

Small businesses and organizations often struggle to generate enough content for their marketing channels, especially social media.

In early October Rich Scierka, president of Scierka Lang Media Solutions, conducted a webinar for twenty non-profit organizations on content creation. Click on the link to watch the full Webinar.

His message: “There’s no secret sauce. Everyone has their own story to tell. What we know for sure: If you don’t post or share anything, there’s a 100% chance of someone not hearing or seeing your message. Worry less about perfection and more about pushing the content out.”

With the explosion of social media, it now requires an estimated 30 points of contact before your audience will recognize your brand, become curious, engage and consider a purchase, donation or becoming a volunteer. 

Follow these helpful Dos & Don’ts for generating content:

DO

• Use different types of content to overcome different challenges. (see examples below)
• Don’t get caught up worrying about the number of posts you’re making or making them perfect. 
• Use tactics that drive high engagement. (see examples below)
• Don’t worry about repeating posts. Assume no one saw it. Then post it again! 
• Use all free forms of communication!(social, email, text). It’s FREE! 
• Pay to boost best performing content; it’s worth the investment. 
• Use one topic and repurpose it across multiple channels.

DON'T

• Don’t get caught up worrying about the number of posts you’re making or making them perfect.
• Don’t worry about repeating posts. Assume no one saw it. Then post it again!

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Examples: Types of Content to Overcome Different Challenges

• Handle Objections - address objections and eliminate the underlying concern
• Warm Up Prospects - introduce your organization and encourage engagement prior to any solicitations
• Follow Up - reinforce prior communications
• Lead Generation - find potential leads through engagement
• Increase Engagement - entice your audience to engage with your brand
• Promotions - provide offers, events, products and services

Examples: Tactics that Drive High Engagement

• Numbered Lists - pique your audience’s interest even if the audience may disagree (3 reasons to….; 5 best recipes for ….; Top 10 reasons why…)
• How To’s - how to save the world; how to enjoy local culture; etc.
• GAP Method - Get Attention; Ask About a Problem; Promise to Solve the Problem with an Offer. EXAMPLE - Hey Students - Want to stop global warming? - Click here to volunteer with us!

Watch the Webinar.