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[…]The first step when you’re having a hard time with content is to perform what is known as a content audit. A content audit is essentially just an inventory of what’s good, bad, and ugly about all your content. What Do You Mean by Content? A lot of clients ask us: “what exactly do you mean by content?” This is a fair question in an age where there are so many different forms of content. There lots of different definitions for this term in the world of digital marketing and UX. We like to think of content as “useful information […]
[…]an assessment of the strengths and weaknesses of your website’s content. Also called a content audit, the goal is to systematically go through all the information on your website in order to improve it. You can audit for: Appropriateness: Is the content appropriate for your target audience? Currency: Is the content current or is it outdated? Reliability: Is the content reliable when compared to content from competitors? Are you saying anything that might be easily disputed once a consumer is using your product or service? If you’re a non-profit: are you citing information relating to your cause correctly? Is there […]
[…]to patch your website or make it mobile-responsive. Next Steps After You Complete Your Website Audit After completing your website audit, you should have detailed answers to how well your website is performing for your target audiences. From this information, you can create an action plan to improve your website so that it is optimized for those audiences. Of course, not all organizations will have the necessary skills to fix the issues you uncover in your audit. You may need to hire a competent web design agency to help you. Looking for Help with a Website Audit or Outdated […]
[…]start over from scratch, you need to diagnose all the issues with your website. A website audit or content audit is a full accounting of all the information on your current website. To conduct an audit, create a spreadsheet with a column for links and a column for notes and go through every page of your website, writing down information like the following: Visual design: how effective are the visual elements of the page (i.e. graphics, color, layout, etc.)? Content: how effective is the written content on the page? Features: what features are currently available on the page? What features would […]
[…]for your website to match the current status of your business or non-profit. For help doing a content audit on your old website, check out our article on this topic: The Magic a Content Audit Holds for Improving Your Business Thing #3: Design Problems A third thing that can go wrong with your website migration process is the design of the website itself. In general, you want to migrate to a website that is better than your old one. So, this is a natural time to think about elements such as your logo, the layout of your website, its features, […]
[…]statement is that you first need to be part of the conversation. Besides just passively posting content, typically content that lives on your website, you need to actively engage with audiences in your social media channels. Most businesses tend to think of social media as free advertising, but they may not realize that they are dumping their content into a void without a consistent strategy for engaging audiences. The best reason to use social media as a business is to develop a cult following of potential and existing customers who are excited about your product or service. And it goes […]
Even if you’ve never used paid online advertising for your business or non-profit, you’ve no doubt seen them, those little contextual ads that pop up when you’re browsing on Google or scrolling through your newsfeed on Facebook, Twitter, or LinkedIn. You may have wondered how much it costs to run ads on platforms like these, and more importantly: are they effective? Don’t people just scroll past them? Does anyone actually click on them? Why Should I Use Paid Online Advertising? The first question we get from a lot of clients is: why should I pay for online advertising? According to […]
If you read our previous post on paid online advertising, work for or with a non-profit, or are considering the pros and cons of the Google Ads grant for non-profits, look no further. Google Ads can be a great platform for non-profits to use to direct search traffic to their website or to engage in targeted online fundraising campaigns. If you’re considering the platform, but are unfamiliar with how it works, you should probably also read this post that gives you a complete rundown. Below we discuss all the pros and cons of the Google Ads grant for non-profits (it’s […]
Looking to learn content strategy? Not sure how to audit your content, how to develop exciting new content for your core audiences, or how to manage a lot of different types of content? Guiseppe Getto, the President and Founder of Content Garden, will be teaching an online course for the Society for Technical Communication starting September 26th, 2017 entitled Content Strategy: Developing an Effective Workflow. Why You Should Learn About Content Strategy Content strategy is becoming one of the most important communication-related skill sets across many industries. Organizations of all shapes and sizes are discovering they need to plan for, publish, […]
[…]customers may disengage and take their business elsewhere. To Avoid These Mistakes, Do Regular Content Audits The only way to ensure you aren’t falling prey to these common web design mistakes small businesses make is to do regular content audits of your website. To learn more about content audits, check out this hand dandy article we wrote on the topic: The Magic a Content Audit Holds for Improving Your Website Need Help With Web Design or Content […]
If you’re a small business looking to advertise on Google, you may be considering Google Ads (formerly Adwords) vs Smart Ads (formerly AdWords Express). Google ads can be a great way to drive traffic to your website. They display next to search results related to keywords that you set up ahead of time. You might also be aware that Google recently rolled out a new version of Google Ads, the system by which you run ads on Google, called Smart Campaigns (formerly AdWords Express). Though definitely easier to use than default Google Ads, Smart Campaigns take some important choices out […]
[…]Planner. The planner helps you find keywords that will trigger your ads based on: Your existing content on a webpage you want to link your ads to Your industry The average cost-per-click of the keyword The average monthly searches involving that keyword The competitiveness of that keyword, meaning how many people are running ads that trigger from it KeyWord Planner guides you through the process of selecting keywords for your campaign so that you end up with the ones that will be the best fit for your particular campaign. Pro: Great Documentation Google also hosts a lot of documentation to […]
[…]you can increase supporter confidence in your organization. To Avoid These Mistakes, Do Regular Content Audits The only way to ensure you aren’t falling prey to these common web design mistakes non-profits make is to do regular content audits of your website. To learn more about content audits, check out this hand dandy article we wrote on the topic: The Magic a Content Audit Holds for Improving Your Website Need Help With Web Design or Content […]
[…]“Content strategy plans for the creation, publication, and governance of useful, usable content.” A content strategy template is a single document that contains all the information you need to develop, maintain, and deliver your web-based content for your organization. At minimum, it should include: Content Goals: Goals are simple and realizable statements of objective facts. You don’t want to say things like “increase reach.” You want to say: “develop 150 new connections with business owners on LinkedIn” or “achieve 50 retweets per month on Twitter.” Content Channels: Channels are the routes your content will take to get to people. They can […]
[…]Remember: With SEO There Really Is One Right Way Unlike other elements of digital marketing, like content development or ad creation: SEO really is a simple set of rules that you need to adhere to. Again, how you leverage those rules to create compelling, optimized content is where the art of SEO comes in. If you’re not following the basic rules, however, you’re stabbing in the dark. Need Help With […]
[…]strategies? Scott: “Effective” is the operative word here. In order to develop effective content—content that achieves a desired goal or intended result—we must put a plan in place that helps measure whether our efforts produce the goal we forecast. Strategy is the key to success. The lack of a formal content strategy is the biggest problem facing content-producing organizations. First, content marketing is something you do. It’s not a plan for the future. It’s not a strategy. It’s a tactic. There’s a huge difference between a strategy and a tactic. Content strategy is the plan of attack, the roadmap to […]
[…]help documentation wikis. In this webinar, you’ll learn the secrets to leveraging your existing content into a robust content funnel that can help you attract, land, and retain consumers who are hungry for this type of information! You’ll also receive a ton of resources, including exclusive access to free information from Guiseppe’s new book Content Strategy in Technical Communication. Specifically, you’ll learn: Why technical content is essential for the customer journey What types of content consumers are most hungry for What channels you should be using to deliver your content right into the laps of prospective and returning customers Why […]
[…]clients at different stages of the writing process. Some need help brainstorming ideas for website content. Some need their content edited or proofread. And some need content written from scratch. Know your limits when it comes to the often time-consuming task of writing website content. And know when it’s worth your time to enlist an expert. If you want to write content yourself, consider starting a peer review circle with some of your colleagues to improve your writing. Check out the following article for some tips on how to get started. How to Start a Peer Review Circle to Improve Your […]
[…]Marketing vs Digital Marketing: 3 Things To Consider Situation 3: When You Are Creating Content For a Website or Other “Free” Venue One of the best ways to advertise your organization is by crafting blog posts and downloadable content for potential consumers. Original blog posts can be unique pages on your website that get archived by Google for unique keywords. You can also woo potential customer or donors by creating a short white paper on a topic in which you have expertise. For the price of their name and email address, they can gain access to your white paper and […]
[…]communicators are now sometimes responsible for such diverse roles as content management, content auditing, and search engine optimization. At the same time, we are seeing remarkable growth in jobs devoted to these other content-centric skills. This book provides a roadmap including best practices, pedagogies for teaching, and implications for research in these areas. It covers elements of content strategy as diverse as “Editing Content for Global Reuse” and “Teaching Content Strategy to Graduate Students with Real Clients,” while giving equal weight to professional best practices and to pedagogy for content strategy. This book is an essential resource for professionals, students, […]