Today’s post is courtesy of George Riggs, online marketer and entrepreneur.
If you're an entrepreneur, digital marketing should be one of the first things you get your head around. It's a broad category, but it essentially covers any content related to your business that you write or create online. This could include your logo or tagline, blog posts on your website, and social media activity.
What you write and how you write it says a lot about your company. Especially if it's an online business where you're not going to have much opportunity to interact on a personal level with customers — then your content has to do the talking for you. Here's how to get going in the right direction.
1. Write About What You Know If you're in the landscaping business, don't write about roof repair. Although your readers may be curious about other topics, if you're less than well-versed on something it's going to show through and may end up damaging your credibility. You should have plenty to write about in your own niche. Be the expert you claim to be, with a singular focus, always sticking with what you know.
2. Be Succinct Whether your article is a quick piece on marketing tips or a detailed post covering everything you need to know about Instagram, keep it succinct. This doesn't mean every post needs to be 400 words, just cut out all the unnecessary ones. Write your articles a day or two in advance and put them aside. Then, with fresh eyes, go back through them with a fine-tooth comb and eliminate any non-essential words.
3. Post Your Content on a Scheduled Basis Whether it's on your blog or your social media accounts, posting new content on a scheduled basis is important. The actual schedule is up to you, but for most first time entrepreneurs at least once per week works well for blog posts and more frequency can be applied with social media updates. Feel free to post content daily, but only if your articles are of high enough quality and on subjects your readers and customers hunger to learn more about.
4. High Quality or Nothing If it's not high quality, just don't do it. You should have plenty of experience in your back pocket to draw from and consulting with experts in your circle of professional contacts can be a valuable move to make. Another way to lend more credibility to your posts is to include relevant statistics — but make sure they come from reliable sources. National news websites like The Wall Street Journal, New York Times and Forbes are good places to start.
5. Barter for Editing Services In the beginning, you may not think you have the funds for a digital content editor. However, if you get creative and barter your business's services or products in exchange for freelance editing, you can get a second set of eyes on your articles for no outlay of hard cash. Once your business grows, consider bringing someone on full time; it's money well-spent.
6. Get Creative and Reel in Your Readers Your title is your one chance to hook readers and get them to click on your article. After that, your opening sentence is your one chance to get them to read the full piece. Make sure both of these are creative and compelling. Asking questions in either your title or intro always helps — just make sure you answer the question in the body of your article. With a high degree of creativity you can grow your readership and eventually raise your search engine rankings.
Once you improve your digital content, you may get the urge to expand on your output. If one article a day has gotten you from 1,000 to 5,000 subscribers in the past year, then three articles a day can get you even more, right? Not necessarily, unless all three of those articles are as well written as your original ones. So, expand with prudence. Rome wasn't built in a day and your business won't be either. Keep working away with a solid digital content strategy and your company is going to be built for the long run.
What are your thoughts on digital content?
George Riggs is an online marketer and entrepreneur who writes about digital marketing strategies and small business.