1 – Set-up an editorial calendar and publishing schedule
The simplest way to start successfully managing your digital finger print and content marketing strategy is to start with planning for what and when you will publish. To build your editorial calendar, think ahead and document the following:
- Start generating topics
- Determine the types of media you want to produce: blog, infographic, video, checklist, photograph
- Assign individuals to generate the content
- Set up deadlines for content
- Assign publication dates to each piece (or at least target publish dates)
- Identify the channels you will use when publishing each specific piece of content
- One article doesn’t have to get published to your blog, Facebook page, Twitter account, LinkedIn and Google+ page all at once. You can use your content to stretch out your presence over time – publish to your blog and Facebook on Monday – Tuesday announce it on Twitter – Wednesday on Google+ – Friday LinkedIn; find a schedule that works for you.
2 – Set aside time each day to monitor and respond to activity from the past 24 hours
Once your content is published to your social network, it’s time to start monitoring its reach and interacting with engagees. This doesn’t mean you should sit and stare at your accounts all day waiting for responses to happen so you can respond within 30 seconds.
Set aside time in the day, maybe the first 15 – 30 minutes in the morning and the last 15-30 minutes of the day, to acknowledge comments, respond to feedback and answer questions people may be asking online.
3 – Make an effort to interact with and follow people key to your industry
Make a conscious effort to follow / like / share individuals, businesses and posts that can improve your social reach. By adding the right people to your extended network, you will extend your brand’s digital reach on the internet.
Spend some time researching your followers and engagees to determine if there is a good fit for your company to follow them on Twitter, join their Google+ circle or “Like” them on Facebook. You don’t need to follow everyone who follows you, reciprocal following is not your ultimate goal. You should have two primary goals for connecting with key influencers:
- Generate additional followers who are interested in your content to build leads and generate sales
- Follow companies and individuals that provide value to your business goals and add value to your audience.
4 – Don’t let content overwhelm you and take away from your day
It’s very easy to lose yourself in Internet content. You can easily find yourself in a situation where you have read nine articles, followed multiple infographics that link to more articles and, before you know it, half your day is gone. Although it may be valuable content, you can easily get overwhelmed and never apply what you’ve just read if you don’t limit your intake and make time for taking action. Set aside some time each day or every few days to read up on what is new, trending, or on its way out, but give yourself a time limit and stick to your schedule.
5 – Don’t just initiate conversation – also engage with content
Publishing content is key to building and maintaining your digital finger print, but interacting and engaging with other people’s content is just as important. Extend your brand’s reach by jumping in to LinkedIn groups or commenting on blog content that is vital to your business or brand. By contributing valuable ideas and comments, you will continue to build your overall audience and online reputation.
6 – Review your website, keywords and social media analytics – then take action
Spend a few hours a week – maybe all at once or a little each day– whatever works best for your schedule, but start to really study and use the analytics you are tracking on your website and social media sites. It’s not just enough to review your stats and see how content is performing; it’s putting those numbers to use in future business decisions.
According to Pamela Muldoon, Social Media Content Strategist from Globe Education Network, her team reviews the performance and reach of their content regularly, and identifies the high performance pieces to then create content topics for the next few weeks of their editorial calendar.
By really evaluating and understanding your analytics, you can see how to adjust your focus to continue to enhance and grow your digital finger print instead of spinning your wheels. Not every piece of content you produce will resonate with your audience, but by using your stats to see what is performing, you can stop focusing on content that isn’t generating results for your brand.
Managing a successful digital finger print takes consistent work and time, but by tackling each task one at time, you will see longer term growth in your content audience and strengthen your content marketing strategy.