4 fast ideas to assist empower your content material
When Facebook closed news sites in Australia during a dispute with the federal government over the regulation of digital platforms, non-media sites got caught in the crossfire. The Queensland Health Facebook page was one of them.
While doing some behind-the-scenes work, our page was restored in just over five hours. But it could have taken longer, and the situation resulted in a quick assessment of how well prepared we were if one of our main channels went missing without notice.
Here are four quick ideas that can help you improve and diversify your content delivery in case Facebook (or someone else) comes for you one day.
Own the channels or the channels will be yours
Important content has to live on assets that you own. As simple as that.
Queensland Health has a website, we have a wonderful blog, we have a podcast with the best charts, and we have an electronic direct mail service with a growing subscriber base. None of these channels are subject to the whims of traditional media owners or billionaire technologists. We own the content and the place where the content lives.
Make sure your richest content lives off an asset you own. And use this content to keep your social media posts informed, even if your meme game never goes beyond Tik Tok or Instagram
Have a plan for SEO and paid search
If you don’t have a plan for creating and refining content that will improve search engine optimization (SEO) and how to use paid search in a crisis, now is the time to get one.
SEO is the passive income of the content world – it stands in the background and silently generates income (traffic). How would your audience find your most important content if Facebook disappeared tomorrow? When they turn to Google, SEO is important. If you don’t understand the basics of SEO, your content is in poor service.
Understanding paid search is just as important. Had we stayed invisible to our Facebook audience for more than a day, we would have done some paid search activity to increase the number of people receiving the COVID-19 information we need to receive.
You can turn it on very quickly. It’s extremely targeted. It’s easy to tweak. And it’s generally cost effective. Research how you can use paid search in a crisis.
Understand who and where your audience is
Here’s the good news: There have been no adverse patient results from Queensland Health that were temporarily removed from the platform. Why? In this way, we do not communicate with our patients about their individual clinical needs. Our greatest communication skills remain the 100,000 dedicated employees who work for the company, especially frontline clinicians.
What is the lesson It’s important to understand the audiences on different platforms and the types of content they want to engage with there. We have a huge audience on Facebook, Twitter, Instagram, and LinkedIn. We treat them differently.
Do you know where your audience lives? What percentage of your customers can you only reach via Facebook?
Don’t get me wrong, losing our Facebook audience forever would have hurt and it would have hurt badly. Our first post since the lockout was lifted was a big, warm hug to our audience and tell them we missed them. But the whole episode made us think a lot more about reaching more people in more ways. There are other ways to get there.
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Content, content, content
Creating and sharing bad content is worse than getting banned from Facebook for a few hours or even a couple of weeks.
How engaging is your content? How understandable is that? How well does it pull the levers of the behavior you want to change? How appealing is it to look at? How divisible?
Having the right basics is the best way to empower your audience, get the right information, and reduce reliance on individual channels. Once you have great content, there are a few different ways you can quickly deliver it when you need it.
I left this on for ages because it’s the most important thing – when a channel goes missing, it’s quality content that gets you through.
This article was first published on LinkedIn.