Consistent content creation is an important part of the online reputation management puzzle
There are many things that go into an effective online reputation strategy. You’ll need to claim your listings and keep them updated, consistently check in on review sites for new reviews, and respond to your reviews on a regular basis — just to name a few of them.
However, reputation management isn’t just about exercising some level of control over what people are saying about your brand online; it’s also about controlling the results people find when they look up your brand online.
When someone googles your business online, are they inundated with negative reviews and bad press, or do they find your website, social media profiles, press releases, and more?
Ensuring that, when people google your business, they find what you want them to is all about SEO (search engine optimization), and when it comes to SEO, there’s almost nothing more important than creating content consistently.
Google recognizes businesses that provide their customers with content that’s original, high-quality, and valuable on a regular basis, but creating content consistently isn’t always easy. What do you write about every day? How do you come up with fresh, new ideas?
5 tips for creating content more consistently
#1. Share your own unique knowledge
As a local business owner, chances are, you have a lot of knowledge to share. Whether you’re a chiropractor, a plumber, or an arborist, you know a thing or two that the rest of us don’t, and that kind of knowledge makes the perfect content to put on your website and to share on social media.
When Google ranks sites, it’s not looking for who can regurgitate the same information the most over and over and over again; it’s looking for content that’s original and authentic. And, as an industry expert, you’re in the best place to provide that kind of content.
How do you figure out what kind of knowledge to share? Pull examples from your day-to-day. If you’re an arborist, and a lot of your clients have been asking how often they should get their trees pruned or why it’s important to get them pruned, share that information in a blog or on social media!
#2. Save ideas for future content as you find them
If you wait until you’re ready to sit down and start blogging to think of a topic to write about, it’s going to make the whole process a lot longer and a lot harder than it has to be. You’ll be a lot better off (and you’ll be able to produce content a lot more consistently) if you have a few ideas socked away for future topics.
Oftentimes, when you’re doing research or on a job, you’ll come up with a great idea for a blog or a social media post. Whatever you do, don’t make the mistake of believing that you’ll remember it later. As a business owner, you have a lot going on, and the reality is that you’re probably not going to remember it.
Instead, take a minute to jot down any ideas you have in the moment, and keep them saved somewhere you can reference them later on. This way, you’ll always have something to write about.
#3. Let feedback guide you
There are all kinds of content that you could be creating for your audience, but not all of it will be effective or helpful for your brand. Luckily, you can use feedback on the content you’ve created so far to guide you when it comes to the type of content you’ll be producing in the future.
There are many places you could go to get feedback into the type of content you’re creating. One way to go about this is by using social analytics to find out which of your social media posts get the most engagement and clicks. On your website, you can keep track of how your content is ranking. It’s also a good idea to pay attention to feedback in any comments.
Another way to go about gathering feedback about your content is to simply ask for it. When you talk with your clients, it doesn’t hurt to ask them what they would like to learn or about any questions they may have that your content could answer.
#4. Outsource some of your content
No matter how much knowledge and experience you have, and how many sources of fresh topics you have at your disposal, keeping up on consistently producing content can be a lot of work. It can also get old quickly and easily become something that gets put on the backburner when your schedule starts to fill up.
But, there’s no rule that says that you have to produce all of your own content. In fact, if you are able to outsource some of your content to others, it will stay more fresh and interesting for your audience.
One great resource for content might be other businesses that you partner with. Ask them to publish content on your blogs in exchange for publishing content on theirs. This is also a great way to earn backlinks to your site, which will help with your organic rankings.
#5. Remember that there are many different types of content
Traditionally, when most people think of creating content, they think of publishing new blogs on their website or giving followers tips on social media. However, it’s important to remember that content creation goes far beyond text, and whether you’re sharing a video tutorial, an infographic, or even photos of your team volunteering or celebrating at your annual company party — it all counts as creating content.
If you limit yourself to text-based content, it’s going to feel like consistent content creation is an uphill battle. But, when you open yourself up to all kinds of content, it will help you tap into your own creativity and make it easy for you to consistently produce new content.
Consistently creating content is an important part of SEO, which is an important part of building and maintaining a strong online reputation for your business. And, the good news is that there are lots of things you can do to make creating content on a regular basis easier and less time-consuming.
Originally published on 1/31/20