Earlier this year, it was predicted that content marketing would become even more important due to its ability to enhance not just visibility, but also increase engagement with customers—who could, in turn, become great promoters of your content. Needless to say, much of our time these days as communicators is spent on developing, distributing, maximizing, and repurposing content. In the recent blog post, 15 Content Marketing Trends for 2016, it is noted that the “average American spends nearly four hours a day bombarded with different types of content.
Kyle S. Richardson
September is National Preparedness Month. FEMA’s Ready.gov is encouraging everyone to plan how they would stay safe and communicate during disasters that can affect their communities. Additionally, Ready.gov is encouraging full participation in America’s PrepareAthon! and the national day of action, National PrepareAthon! Day, which culminates National Preparedness Month on September 30. These days, you probably use social media to update your audience on what you are doing, share an interesting article or two, and catch up on the day’s news.
The Content Corner: On-The-Fly Content Strategies (Round-offs, Back Handsprings, & Double Twisting Layouts Not Required)
As effective marketers and communicators, we are constantly seeking new and improved ways to reach our audience or customer base. These days, our “online lives” intersect with every activity we are involved in, so timeliness is essential. With fresh ideas and engaging, perhaps interactive, content, we can literally make a difference in the lives of our audience. Much of this can be developed and organized through a well thought-out content calendar in advance that seeks to align our content with upcoming events and trends that our audience is interested in.
****Content can be categorized in many ways. While breaking down your website analytics, pay a bit of extra attention to the difference between your short- and long-form content; you may find some interesting discoveries. Let’s first define the two terms: Short – Content that is generally created quickly, and consumed just as fast; e.g., tweets, status updates, short blogs and articles (350 words or less). Long – In-depth content designed to give a large amount of detail and info; e.
User-Generated Content (UGC) is a buzzword as of late, popularized recently due to the ever increasing demand for new content. To define the phrase, let’s look to a shining example of it,Wikipedia, as a source, “any form of content such as blogs, wikis, discussion forums, posts, chats,tweets, podcasts, digital images, video, audio files, advertisements, and other forms of media that was created by users of an online system or service, often made available via social media websites.
Good communicators are always…well…evaluating the way they communicate. As we think of the “customer experience,” it is key to constantly consider your methods for engaging with your audience. Just as the platforms themselves continue to change to keep their audience, continuing to refine our ways of sending messages will assure that you don’t get left behind. With the explosion of social media, almost to the point of supplanting traditional media, various software platforms seek to assist communicators with planning and even the day-to-day.
It is very refreshing to see the large contingent of government communicators who are always seeking to do their job better, with a well-founded desire to provide those they serve with an enhanced experience. Based on a few examples, such as the many listserv emails that are sent across agencies, DigitalGov’s constant content stream and readership, and the many conferences and sessions related to communications—including webinars—it’s easy to say we have the best job in government.
You probably have heard this before, or may even hear it all the time, “Content is King.” What that means is, that in today’s fast moving digital communications age, with social media as the driver—organizations (agencies) must have a content plan to stay relevant. Sure, not every agency has the resources, or frankly is as interesting as NASA, with spectacular 4K video of the Aurora Borealis as a show on their own non-commercial consumer ultra-high definition (UHD) channel.
A branch that does not stick to its source of nutrition will wither away and die. Just ask anyone who has received a bouquet of beautiful flowers about how long they really last. In the same way, as communicators we must stay connected to our audience, or we risk the chance of fading away into insignificance. First-time visitors are great, but return visitors are your loyal following. In the argument of whether to target your current audience or seek to grow more, why not stick your focus on equipping your current audience with ways and incentives to share your content?
FirstNet is a relatively new “startup” federal government agency with the mission of building, operating and maintaining a broadband network for the millions of first responders in the 56 states, territories and Washington D.C. Given the nature of our mission, we are always looking for new avenues to connect with our nation’s courageous law enforcement, fire service and EMS personnel who put their lives on the line everyday to make our communities safer and educate them about the FirstNet network.