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Organic Content Strategy: Go Green

As you prepare your organic content strategy, you’ll need to Generate a blog and social media accounts, Restructure your site to optimize it, Educate and Engage your audience, and Network with thought leaders in your space to build momentum.

“Going Green” doesn’t only apply to organic food. Use GREEN as a reminder of all the elements you need in your organic content strategy.

Generate

You’ll need to create a plan, a blog, and several social media accounts before you begin putting anything into action. Ask yourself two questions: 1. What platforms will help me reach my audience? 2. How frequently should I post to remain relevant?

There are dozens of sites that will help you create a blog but WordPress is standard and user-friendly. Make sure you’re branding your blog with the right colors, images, and catchphrases that will make your company memorable and have a distinct persona.

For social, Facebook and Twitter are absolute minimums. You should also have enough visuals to make a Pinterest account. These three are crucial and may comprise your largest followings, but don’t forget to tap into niche social networks. Examples include Houzz for home remodeling ideas, Foodspotting for the foodies, and Stylitics for fashionistas.

Once you have everything all set up, make a general plan of how often you want to utilize each. A good goal for blogging may be Monday, Wednesday, and Friday to start off. Social media should be daily, and we’ll be making some more specific goals on what those posts will look like below.

Restructure

As you’re taking the time to build a blog and add social platforms, you should be rearranging your site to highlight all your new offerings. Make sure your site is clearly organized and easy to navigate, and add a social component to as much as possible.

Now is also the time to add any other new pages you can fill with content, or edit the content in existing pages. Does your “About Us” page really explain who you are and the direction you want to move in with your new content? Maybe linking “About Us” to new “Meet Our Team” and “Our Brand Mission” pages will further clarify. Look at everything the SEOMoz.org/About links to for example:

Educate

Keep education in mind with every post you write and every article and picture you share. The easiest ways to lose followers are to have posts that are irrelevant, repetitive, or unnecessary. You want to give actionable tips that people can use. Share news that is hot off the presses.   Provide insight into research that will change your industry as it currently stands.

“Educate” doesn’t mean be boring and provide immense detail when unnecessary—it simply means that in order to keep people coming back for more, you have to make everything you say worth their while. “Educate” also does not mean that everything you post on social media has to come directly from your own company. Sharing posts from other companies in your industry can be equally informative and start off the next half of your strategy—engagement.

Engage

Don’t get so caught up in sharing great information that you forget to take feedback from your audience. Interact with your followers wherever they are reaching out to you and create ways to engage specific to that platform. For instance, pick specific hashtags to host Twitter chats. Ask questions on your Facebook page and utilize the polling feature when possible. Additionally, keep a running document of all the ideas and suggestions generated and write blog posts that directly respond to your users’ questions and interests.

As you begin to build your following through engagement, make sure to ask your coworkers to play along. Everyone in your company should be actively sharing your posts and helping shape the discussions going on in blog comments and on social media.

Network

If all your new pages and social activity are up to par, you will start seeing traffic to your new content in no time. It never hurts to ask for help from those who are already getting it right, however. Reach out to your influential contacts and show them what you’ve created and ask them to share. Better yet, give them an incentive to share…

Try kicking off your blog with a thought leader guest post contest wherein thought leaders will post on your blog and the post to get the most social shares will get a significant prize. This way, thought leaders are directing attention directly to your site, and all parties benefit.