Create content: Pictures and Video Should DominateWith your brand sharply focused and clearly embedded, your Web and Social Media content can skip boring and go right to expansive and inviting.

DonovanxMedia Strategies

Create content: Shared InterestsOrange Chamber members are keenly interested in Stewart Airport,so they share with friends and associates content about Stewart. A post about this book went to a couple hundred initially, but was viewed by over 600.

Create content: New Communication ToolsIntroduce new communication tools and share them everywhere. This is both a mini tutorial and at the same time, a registration device for the Chamberʼs Facebook Page.

Create content: Video Testimonials

Before they decide they check on line. People are searching for ratings and reviews. This customer rave for a local Tax and Business Services C.P.A. is posted on his website.

Create content: Share Links to Content They WantThe red carpet at the award shows generates interest in style and fashion.Here we link to a report on last nights Emmys, always with a photograph.

Create content: Breaking News Feed on Twitter.

Breaking news about your industry? New study just out? Be the resource for your members and customers.

Create content: But let them pick delivery platform.When they give you an email address, it could be the one they never look at, so give them every opportunity to connect with your content. Your social media platforms and your Website Content Management System can offer the same content as your printed newsletter, and link to a blog, wordpress page or webpage where you post it.

Create content: Online Content Officer

Manages productive web and social media platforms.

Ultimately, the job of the Online Content Officer is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business. Here are responsibilities recently developed by a team writing an online communications white paper.

• Ensuring all content is on-brand, and optimized for search and user experience for all channels of content including website content management systems, (establishing them with IT if they don’t exist) social media, email, mobile, and web video.

• Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolvement of strategy is a must.

• The development of a functional content calendar. • Supervising writers, editors, content strategists; be an arbiter of best practices in

grammar, messaging, writing, and style.• Integration of online content activities within traditional marketing campaigns.• Conducting ongoing usability tests to gauge content effectiveness. Developing

standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.

• Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.

• Establishing work flow for requesting, creating, editing, publishing, and retiring content.

• The position collaborates with the departments of public relations, communications, marketing, customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer.

DonovanxMedia Strategies

We find this is most often the missing ingredient in so many online marketing initiatives. Technical and Public Relations employees often fail to understand how interactive this new world truly is. Jouralists understand theirʼs is a two way relationship and develop this skill early on.

Kerry Donovan is President of Donovan Media Strategies, a website and social media management and consulting firm based in New Yorkʼs Hudson Valley.