Now that 2013 has almost ended, it’s time to kick your professional resolutions into high gear. We don’t know what will come in 2014 but today we share a few goals that will keep you ahead of the pack. (For some personal goals that pack a big professional impact, check out this month’s newsletter.)
Find and tell your corporate story: One of the hottest PR topics this year has been content marketing, and that’s not expected to change in 2014. Effective content marketing requires a savvy strategy, and part of executing that strategy is telling your corporate story. Not only should all content reflect your organization’s brand values and voice, but it should also have universal appeal that also supports business growth.
How do you find your corporation’s story? It’s not really about the organization itself, it’s about using a certain platform to relate to your audience. Use resources to dig a bit deeper into the company’s history, its mission statement, and its values. Use those values and stories as pivot points to engage with your community and spread ideals and positive, consistent messaging.
Say “No” to GIGO: Garbage In, Garbage Out. Your end product is inherently tied to what you put into the project, especially your time, your energy, your content. GIGO isn’t a solution; it’s usually a last resort or a byproduct of time or money spread too thin. GIGO comes with a lot of pitfalls, like incomplete data, misleading results, poor performance, unmet goals, and having to go back and fix or re-do work you’ve already done. Assessing where your GIGO is and deciding how to fix it can be a huge upfront investment of time and resources, but it ultimately pays off in greater, long-lasting rewards. We’ll be talking a lot more about getting rid of GIGO in 2014, but for now check out this newsletter and our Seussian poem on GIGO.
Keep your goals SMART: Setting SMART goals keeps you focused and give you direction, as well as ensuring that the goal you’re setting is both measurable and achievable. SMART goals must be: Specific, Measurable, Attainable, Relevant, and Time-bound. So no matter what you’re plotting – content market strategy, sales goals, or social media tactics – remember that SMART goals are achievable goals.
Keep your social media consistent: We know that in a digital, instantaneous world, updating consistently and often is paramount to staying relevant. But it’s also important to keep your organization’s digital voice consistent to maximize your brand’s impact and recognition. If more than one person runs or has access to your organization’s social media accounts, bring them together for an early 2014 meeting to refine the corporate voice and get everyone on the same page.
Similarly, ensure that someone’s consistently monitoring those social media accounts to check for comments or mentions and respond to any questions, shout-outs, or complaints. Users expect a response from a brand within an hour, especially if it’s regarding a complaint, so stay connected, and don’t forget to engage, even with a simple “Thanks for the RT.”
Think about SEO in a whole new way: SEO isn’t about keywords anymore, it’s all about semantics. Google’s Hummingbird update is changing the way the search engine displays search results. Now, it’s about content quality, not just keyword quantity and link building. Build your new SEO strategy along with your content marketing strategy, as the two will now go hand in hand. And don’t neglect Google Plus – while this seems like it should be part of a social media strategy rather than an SEO strategy, Google Plus will become integral in search engine rankings. Check out our post on integrating Google Plus into your SEO strategy for more tips.
For more SEO tips, read our newsletter about SEO strategy and our recently-updated SEO tip sheet with an SEO checklist.