Chapter One: Tips You Can Implement Right Now to Improve Your Content

  1. Write content that is search-engine friendly.

    Search engine optimization is a term that gets thrown around a lot, but don’t let jargon throw you. It just means to write your content in a way that helps search engines understand it. It’s an ongoing process to evolve your content, but some easy tips include:

    • Make sure titles and meta-descriptions are unique, describe specific pieces of the articles, consist of 1 to 2 sentences that has a clear call-to-action. Your call-to-action is what you’re asking your viewer to do: CLICK!
    • Include multiple titles and/or sub-headers in articles, blog and on website content that help the reader navigate the piece.
    • Pick the best keywords using a tool like this.
    • Write our copy with a focus on a primary key word, and supplement with 5-10 additional words.
    • Use a combination of relevant written and visual content to rank high on Google and capture a larger audience. Long-form keywords can be incredibly effective as people are getting more specific about what they are looking for versus sifting through more general content.
    • Add video where you can. It doesn’t have to be professionally produced, but it does have to be relevant and meaningful.

  2. Involve your customers.
  3. Custom testimonials on your website and social media are important to your content strategy. Make it a practice of asking your customers for feedback and reviews. Including a customer testimonial on a landing page can increase page conversions by up to 34% (WikiJob 2019)

  4. Make it personal.
  5. Personal stories, told from the perspective of the business owner and team, create a deeper engagement with visitors. Add pictures of your team throughout your website and social channels. Show visitors that there are people behind the product. That connection can help them take the next step. Plus, knowing the faces behind the brand can make potential customers feel more attached to your brand. People do business with people they know and like. As a business owner, your passion has probably gotten you this far. Tell the world about it!

  6. Look inside.
  7. You have more content under your roof than you might realize. Purposefully build your team. Recruit well and tell your team’s stories. In a world where content is everywhere, attention spans can be limited. Impactful, witty and creative visuals that capture our company’s spirit, culture and good times stand out from the rest.

  8. Understand your environment.
  9. It’s not enough to think that if you build it, they will come. A little homework will go a long way. Understand where your customers and competitors are active on social media. See what your competitors are doing well, and not so well. Social media does give you the opportunity to experiment and refine your voice. Replicate what your competitors are doing well as well as what your customers are reacting to. Just be sure to keep your content in line with  your own brand

  10. Don’t just wing it.
  11. Posting on your social media accounts should be intentional and consistent. We recommend planning out your feed at least a week at a time, with an overall plan of what story you are trying to tell with a monthly or quarterly strategy. Quality is more important than quantity–but frequency is important. To start, we recommend a posting schedule like this:

    • Feed/wall post: 3-4 times per week
    • Stories: 8 times a day
    • Instagram Reels 1-3 times per week
    • IGTV: Once a week
    • IG Live: Once a week

You can do this! Make a plan to start your week off right with a series of social posts and see what happens. You might surprise yourself! And when you’re ready to move beyond these tips, give us a call.

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