A few of my content clients are looking to next year to see what they should be preparing and anticipating. So, this is part 1 of a two part series that outlines what I think they should be looking at for next year.
1) You have to look at ALL media as a potential outlet for your message. If you’ve been doing TV, but not video on your website, you must do both. If you have a radio show, but not a podcasts, you must do both. If you are an author, are you writing e-books in topics in between your books release, you must do both. Then, combine an email blast with a video insert!
2) Stop travelling so much – DO MORE WEBCASTS! Time shifting is a key element in society, people want to consume content when, where and how they want to. Partner with a streaming company that can stream your content. Most websites aren’t optimized for it and it’s expensive.
3) Look at Search Engine Optimization, Pay Per Click/Pay Per Action, Social Networking, Mobile media as ADDITIONAL tools to the marketing mix. If you are doing them, then maximize them to sell your service or products. Test the experience yourself to make sure it is isn’t terrible.
If your NOT doing them, do them now, DO NOT DELAY, but do them with end goal of enhancing revenue, NOT just to have a Twitter account.
4) If you need a technical person to administer your site, you are doing something WRONG. Extremely powerful content management systems (CMS) are available that are user friendly and free. Some of the largest websites in the world are run on free, open source software. Your Development budget should NEVER exceed your CONTENT Creation Budget. NOT ANYMORE!!!
5) Use MINI-Sites to showcase products. Your shopping cart with little pictures of the product and blurb next to is NOT enough.
6) Mobile is important now and will continue to be- Mobilize your website because more and more people are using mobile devices to access the website. With some recent changes, MOBILE giving in the form of donations will be on the upswing. If you do events and take an offering, more and more people DO NOT carry cash, Let them use their mobile device to donate. Tweet!
7) Adjust your mindset – you will never keep up with technology, so don’t bother. Be a fast follower!