We've all been there: You've created a piece of content -- a blog, an ebook, a report, a video -- with expectations of high volume traction ... and then nothing happens. It sucks. You stare at your data, hitting refresh over and over again, while the awful feeling of failurecreeps over you. You might even start questioning your awesome content-creating skills -- not cool! What exactly are you doing wrong? What makes one piece of content get thousands of views and shares while another goes no further than your friends and family members?
Now, with LinkedIn being the professional business networking tool it is, you’d think it’d be full of professional images of business men and women looking smart, intelligent and very, very important… but one quick glance down my “People You May Know” list shows that this just isn’t the case.
We are 10 years past the time when a good digital campaign can be run by your webmaster. When I started pitching digital strategy services to public affairs organizations in the late nineties, and even into the early oughts, I was usually transferred to the webmaster. I should have been connected to their CEO, CMO, communications director or the political/campaign director, not the webmaster.
The modern logo has to work harder than ever before. In the past, a company logo was perhaps intended simply for a shop sign and printed in local newspaper adverts. Today’s logos have to work with a growing plethora of smart devices with varying screen sizes and resolutions, displaying responsive websites.
In a single blog, there are about a dozen different areas to optimize for search engine results. You can make sure you have a strong meta description, keyword-rich tags, image alt text, etc.. You can also ensure that your paragraphs contain real content, rather than fluffy keyword writing. But one of the best ways to make sure you end up at the top of Google’s search results is to make sure that your headline fits the way people search.
“I can’t write.” It’s the resignation declaration of the self-defeated. It’s also a fat slice of baloney. You won’t write? You don’t want to write? I’m willing to buy these statements. But “can’t?” Sorry friend, you can. You’ve been writing your whole life. You write now. You write emails, greeting cards, shopping lists, meeting notes, etc. In your school years, you wrote every day. When you graduated you wrote a resume. But now, a blank screen transforms you into an anxious, insecure mess.