This post was contributed by one of our awesome Account Managers, Bryan Woodruff.
Over the past few years I’ve noticed that many organizations are so wrapped up in their attempts to create viral content, that they often fail to make their online message reflect their brand’s activities in the physical world. This is not limited to social media accounts, either. I’ve also noticed that big changes and significant events sometimes fail to make it onto the website, much less other channels, even when a quality content management system is in use.
In an attempt to remedy this, I’ve put together a small list of occasions that qualify as newsworthy content that should be shared with your brand followers online. The following is my guide for “when to think web” in terms of publishing and sharing company news online.
New Hires
One way to make the new guy or gal feel welcome is to publish a brief article using your website’s news manager. Write about his or her background and what they hope to bring to your company and then share the article across your social channels. This is a great way for your employees to learn about their new coworker as well as drive traffic to your website. If the new employee is senior management, you may also want to create a new bio in your site’s management section (should you have one).
Fundraising Events
Non-profits pay attention! Poor turnout for key fundraising events can really put a damper on your activities. As soon as you have a solid date, place the event in your online calendar and create a graphic call out on the homepage linking to the event details.
You can also create events in both Facebook and Linkedin that direct your fans and followers back to your website’s event page. Ask your board members and sponsors to mention the event or share it as well. Finally, count down to the event on social media. Give your followers every opportunity to know when you need them to show up!
For large events, you may event want to consider a separate website. Have the website accept event registrations, solicit sponsors, and even take payment. The site itself can also serve as another platform for displaying sponsor logos. For a great example of how to pull this off see www.celaagolf.com, the sister site for www.cel-aa.org .
Public Recognition and Awards
Did your company or one of its employees win an award? Take a nice picture and post it to your social media channels, and create a news article on your website. If you website has a list of company awards, make sure to add it.
Additionally, don’t forget your clients and partners! If they are being recognized somehow, go ahead and congratulate them through your social media feeds. It’s a nice gesture that they will most likely appreciate, regardless of whether they admit it or not.
New Product or Service
New products and services should make you think about the web. Big product launches may warrant a dedicated “call out” feature on the home page linking back to a product launch page. A new product launch is also the ideal time to think about SEO and PPC advertising – this may be your opportunity to become the first company showing up in search engines for key terms related to the product.
Digital marketing is often a story of small consistent efforts. Yes, viral content may get you noticed, but regularly developing new content has the intrinsic value of keeping your audience interested and boosting your site’s rank within the search engines. You should also consider the preceding activities’ affect on your organization’s employee turnover, customer retention, fundraising and sales efforts.
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