Overview of Static and Active Content Marketing
Static content is information that remains in one place and has infrequent updates. A website, blogs, video and info sections on social media are static content. Information on one page does not change often, or minor updates are adjusted. Active content deals with the movement of static content through channels, such as social media and live events. Social media feeds, such as Facebook and Twitter, contain feeds with shifting content that can range from several status or news updates to upcoming events.
Maximum efficiency in content marketing happens when your static and active content works together to broadcast information and bring audiences back to your static information.
If you rely heavily on a website without engagement through social channels, then no one will know, share or find value in who you are as a person or organization. If you rely heavily on active content, then you give no place for people to land and explore information about you and your organization.
Static and Active Content Marketing Tools
Website (Weebly, Sitebuilder)
Social media channels (Facebook, Twitter, Google+, LinkedIn)
Social media scheduling (Buffer, Hootsuite)
Photo editor (Canva)
Website links (bit.ly)
Content calendar (Evernote, doc)
Affiliates (Evernote, doc)
Strategic communications plan (Evernote, doc)
Step 1: Define Your Purpose
The first phase of creating static and active channels starts with defining your purpose:
Who are you trying to reach; who is your target audience?
What are your reasons for reaching people?
What are your talents and passions you can showcase?
Why would people want to reach you?
Who is doing something similar to you?
Where have you been showcased online?
What content is currently available that you can showcase?
Who are your affiliates (partner organizations and people)?
What defines you as a person, collaborator and thought leader?
Understand your purpose by identifying the who's, what's, why's and how's and use these questions to create a simple strategic plan that includes:
Mission (overall purpose)
Vision (how you will execute your purpose)
Players (affiliates and their relationship and reach)
Platforms (how you will execute your presence)
Goals (set some goals for the quarter and year)
Step 2: Create Base Content
Now that you have a sense of why you are showcasing online, we can begin constructing your static content, including your website, media descriptors, and content in the informational sections of your social media.
First, create a checklist of the content you need to produce, including information and media you want people to find, e.g. biography, CV, headshots, awards, and experience. Use the questions in Step 1 to guide your content creation and shape your content to match your content presence.
Word of advice about blogs. Before you start thinking about a blog, realize the systems to keep a blog relevant are four times as big as the one that is here. You will need ample time dedicated to writing, scheduling, and planning, and my recommendation is to start by creating and managing your online presence.
Step 3: Create Content Calendar & Build Channels
Now that you have your website and social media information ready, now it's time to build out your channels and create a content calendar.
Weebly and SiteBuilder are simple resources for a free website. They have plenty of free templates and easy ways to upgrade systems so that you can purchase a domain and easily construct mobile responsive sites.
As you build out your channels, start to think about websites and areas in your expertise you look at each day/week. Building out a calendar will include sharing ideas or information from those you trust, admire or use along with your personal interests.
The calendar is here to jump start your readers to begin understanding who you read, why they are important, and how you produce information based upon those channels.
As an educator in nonprofit administration, I broadcast information on the nonprofit sector that people in my target audience find useful. Things like "How to create a nonprofit board" or "How to bring strategy to member-driven organizations and thought leaders." Unless you are blogging full time, with staff, then you'll find producing original content can be very exhausting.
Build your content calendar around regular occasions (holidays and events) throughout the year. Ones that you can generate original content or comment on what's going on in the world. Mix in other activities and affiliate events and create something to share each day. And on the days you don't have something then create a quote and inspire your audience.
You can use certain days of the week to share common hashtags or themes and have your readers get in the habit that each, for example, Wednesday, you are going to share a video or a thought leader that inspires you to do the work you do.
After setting up each week, you'll notice common themes that quickly form based upon the planning in from the first Part.
Step 4: Schedule Content
Now that you have your website, social media channels, purpose, and goals, it's time to begin scheduling regular content sharing. Remember that as you build your presence, you might not be sharing much information on your website at first. If you have events that you want people to join, have links that guide to event information and show a compassionate purpose of why they should attend. Broadcasting activities are as propaganda and people are less likely to come if you haven't engaged them in something of mutual interest. First, build up your conversation, then deliver events after you entice people with you and your interests without audience obligations.
Buffer and Hootsuite are great tools to link your social media channels with your daily posts and to schedule ahead of time, so you remember to post every day.
For each post be sure to include links to affiliates to show that you are interested in their organization, and include a shorter text for Twitter in comparison to the other channels.
Be sure to check your information on all of your channels at least once a month to ensure all static content is relevant. I like to schedule one day a month where I look at content and the calendar and create a plan for a few months ahead. Each Monday night I sit down and write posts 1-2 weeks at a time, and then schedule them into Buffer.
At first, you might have people liking or sharing your information. Be sure to follow up with any comments, and like anyone that shares your content on Twitter to show that you are paying attention and listening.
At this point in building an online presence with content marketing, it all comes back to you. How much time do you want to invest, and what are you trying to accomplish. If you examined the process of Step 1 and 2 to look at how you can have a genuine connection with a target audience with interest, then you will see a slow growth over time of people paying attention.