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Content curation for communication teams: your guide for external audiences


We talk a lot about content curation and how it can help companies thrive in their industries. We often focus on helping marketers discover and curate the best content possible, as well as on enabling team leaders and executives to drive employee advocacy.

But those aren’t the only roles that can benefit from content curation.

If you’re part of a communications team for your company (including if you’re a one-person team, of course), you’ll love the power of content curation.

Because we know that your job is to keep an eye on dozens of processes at all times:

  • Developing your key company messages
  • Collaboration with your social media team
  • Creating press releases
  • Building and maintaining relationships with journalists and influencers
  • Arranging interviews and responding to media inquiries
  • Monitoring news about your company
  • Crisis preparation

The list goes on.

In this guide, we’ll show you how you can use content curation to build an easy-to-use foundation for all your corporate communications. You’ll be more efficient whenever you need to communicate with the outside world on anything related to your company.

Why content curation works for corporate communications

Many people still see content curation just as an act of sharing third-party content to social media.

While this is part of it (called social content curation), there are many more building blocks, steps, and levels of successfully curated content.

Thanks to these, you can build a content curation strategy in a similar way that marketers do and use it to hit your big-picture goals as a communications officer.

Here’s what’s included in successful content curation:

  • Selecting the content with highest quality and relevance. This means that even though the amount of content on the web is increasing, you have to look for the best content, instead of just adding to the noise.
  • Editing and adding your expertise. Adding insights to curated content helps you provide context for your audience and set the tone as the industry leader.
  • Sharing with the right audiences. Your curated content needs to reach the right people. This could be the general public, but it could be more specific, like a group of journalists, your customers, potential investors, and so on.

When you’re responsible for all of your company’s external communications, keeping track of all the company news, press coverage, interviews, and industry trends can seem overwhelming. Like there’s not enough hours in the day.

This is where powerful content curation practices come in. They help you develop a system—a central place—that works for you and streamlines your efforts to communicate the right messages to the right people.

Here’s an example of Saint-Gobain, one of Scoop.it’s customers, that built this central place for their external communications:

The below steps will show you what it takes to create that system for yourself with the help of Scoop.it.

How to discover the right stories

When it’s time to build a company update for your investors, industry trends for your customers, or a press release about a big company milestone, where do you go to collect this information?

Chances are, you spend some time on Google searching for news articles you’ve already read or for latest industry research papers.

On top of that, you want to be prepared for any potential communication crisis that your company might go through in the future. According to PwC’s Global Crisis Survey 2019, types of crises are diverse and they keep companies guessing. It’s becoming more challenging to keep an eye on everything going on.

This is where automated content discovery comes in. Thanks to features in Scoop.it Enterprise, you can track all the information sources you care about without visiting each of them individually.

You can also make sure every piece of content that mentions your company or your products ends up on your feed.

With Content Monitoring, you can create content feeds based on:

  • RSS feeds
  • Twitter user’s feed
  • Feed from a Twitter list
  • YouTube channel uploads

With Research Content, you can set up searches based on one or more terms at once (with modifiers like AND and OR), filter by recency, languages, content format, and even the domain.

 

By automating the mentions of your company in the media, you can stay prepared for any crisis that comes your way, with a safe space to store all the reports you may want to reference later.

How to turn stories into your communication tools

From here, you can add any piece of content into a relevant topic page, which can later serve you as a source for a newsletter, a company update, a press release, and more.

The secret sauce? Adding context to every piece of content you curate.

Here’s how it works in Scoop.it.

In my automated search for recent Scoop.it press mentions, this article came up. It introduces a report about the predictions for the content marketing software market.

After clicking Publish below the listed article, I selected the topic page called Press mentions where I want to add this, and I’ve added an insight that will be useful for another communications team member later on.

If this scoop was passed onto the marketing team, they could quickly grasp the value of this report to use in their own work, too.

When you get into the habit of adding regularly to your library of news articles, press coverage, industry reports, and more, you will complete your tasks faster and free up some time for more creative or demanding work.

How to deliver your stories to the right people

Once you’ve built your central hub for your company’s communication needs, the next step is to deliver the right pieces of content to the right people.

Within Scoop.it, there are three main ways to do that:

  • Web page embedding
  • Email newsletter
  • Social media

Embedding your Scoop.it topics to a web page works really well for curated galleries of industry news, educational reports, open job positions at your company, positive press mentions, and more.

By narrowing your Scoop.it topics and making them specific, you can dedicate each page on your website to a specific purpose by embedding a relevant topic. To match the look of your Scoop.it page to your website, you can use the Customization section and either tweak individual page elements or use one of many available templates.

You can also take web page embedding to the next level and use Scoop.it’s domain hosting feature. This will play in your favor when it comes to SEO and owning your traffic. And if you’re on WordPress, you can use Scoop.it’s WordPress integration.

If you have a list of emails for your external audiences, such as partners, investors, or journalists, you can build them into your Scoop.it recipient lists and turn your curated pieces of content into newsletters.

Want to have a better look into Scoop.it’s newsletter features? Check out this newsletter campaign guide.

Finally, if you work closely with your marketing colleagues, you can collaborate with them on scheduling your scoops to be published on multiple social channels, both from your company’s accounts and pages, as well as team members’ personal accounts when relevant.

Power up your company’s external communications

Now you know: curated content isn’t just a great tool for marketers to build awareness and brand authority. It’s also a powerful way to build a system for any external communication purposes and to centralize your efforts.

You’ll save time, hit communication goals more efficiently, and empower the rest of your company to follow suit and contribute to your efforts.

The result? Your current and potential partners, investors, influencers, and supporters will always get the right piece of information at the right time.

If you’re ready to take your corporate communications to the next level, get a demo of Scoop.it Enterprise and get started within minutes.

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Internet Businesses Tips

Top 6 Ways To Answer Questions and Make Money Online


Top 6 Ways To Answer Questions and Make Money Online

Have knowledge in a certain area? These sites will pay you money to answer questions via text message, live chat, or email depending on which site you sign up with. You should consider these sites as an extra source of income.

How Does It Work?

You can make money online answering questions posted by users on various sites depending on which site you sign up with. After you register someone will ask a question and you will get paid for providing the answer, simple as that.

Other sites let you take calls from people, or through text messages using your phone.

Some sites only hire experts from the U.S. and others hire from other countries around the world. A few of these sites require that you complete an online application or/and a profile. And some allow you to sign up and get started right away.

What Qualifications Do You Need to Answer Questions?

The most important qualification you need to have is your knowledge in a field or more to answer questions online or via phone. If you have also good research skills, then you can be able to research various topics on the internet to find answers to respective questions and earn more money.

  • You will need a phone if you want to answer questions via phone as some sites let you answer user’s questions via phone.
  • Some sites require that you have credentials for your area of expertise. You may need to verify your credentials which can vary by category.

You May Also Like: Best 10 Online Chat Jobs You Can Do from Home  

Top 6 Ways To Make Money Online by Answering Questions

Are you knowledgeable about a particular topic or more and interested in getting paid for sharing your knowledge? Then there are sites that will pay you for your answers to user’s questions on these sites. You can sign up with the following top answer and question sites for making money online by answering user’s questions.

Web Answers 

Web Answers is a question and answer website where you get paid. The site pays through the AdSense revenue sharing model. You get paid based on how much traffic your answer receives.

There is no application process to sign up. Once you sign up with the site, you can start answering questions right away. You must answer 50 questions before you become eligible to start earning through the Google AdSense program.

If your answer is chosen as the “Best Answer” by the questioner, you will earn royalties through advertising on that question and answer thread. WebAnswer also pays you to ask questions. You also earn from your ads that are displayed on other pages.

JustAnswer 

This is a website that lets people post many different kinds of questions including health, home improvement, tech support, and others. You need to register on the site for free to be able to answer users’ questions. The site pays 25%-50% of what the person is willing to pay for the answer.

Just Answer hires experts in many areas. If you fit in one of these lists of categories, then fill out an application. You will need to verify your credentials for your area of expertise before you can start earning money for answering questions in your field. You get paid via PayPal and the minimum payout threshold is $20.

Ether 

If you are an expert in any field, then you can make money by selling what you say to others via phone or through email on Ether. When you sign up as an expert on the site, you get your Ether phone number 1-888-My Ether (an 8-digit extension that is unique to you).
Then set it to forward calls to your actual phone number such as your cell, home, and work number. It is free to get your Ether phone number and takes 2 minutes to set it up.

You set your rate per minute/hour/call. You can set the hours to take calls when you want to. Your phone only rings when people have prepaid your rate. Ether takes 15% commission off your earnings and sends you your money via direct deposit or check.

Createpool 

Createpool is an online marketplace for information that allows you to make money sharing your skills and knowledge online. They pay out using checks (in the US) and PayPal. So, become an expert if you want to get paid money for answering questions online via this site.

PrestoExperts 

You can make money as a freelance expert at PrestoExperts. You will be required to create your profile to list your qualifications, education, specialties, and any other information you would like your potential clients to know. PrestoExperts allows you the flexibility to work on your own time and at your own pace. You set your own fees for freelance work you accept. If you provide good service, you will earn high ratings from clients.

Experts 123 

You can make cash by responding to questions as an expert via this website. This site pays you a portion of earnings earned from your answers through a revenue share plan. You earn money via a revenue-sharing model by answering users’ questions on this site. Payments are made via PayPal.

How Much Money Can You Make Answering Questions Online?

There is no limit to how much money you can make by answering questions online. You will not get rich by answering questions online but if you have expertise in an area or more and have some time to answer user’s questions, you can earn some extra cash every month doing it. How much money you can make depends on your expertise, how much time you put in, and which site or sites you have registered on.

Summary

More and more people are signing up for these sites for making money online because it is fun and one of the easiest ways to earn extra cash.



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Should You Invest in SEO? 3 Questions to Ask Yourself


SEO is a viable marketing channel. There’s not much debate about this.

Even if you don’t know much about SEO, you’ve probably heard of it or seem some stats like:

But are all of those searches looking for your services? Or are they looking for an explanation of Wall Street Reddit? Or for dinner recipes?

These questions lead to bigger ones like, is SEO worth the investment for your business?

We’re big proponents of SEO here at Engenius, but it’s true that SEO doesn’t benefit all business equally. 

We’re going to help you gain clarity by walking through:

  • What to consider when making any marketing investment
  • The 3 questions to ask when evaluating SEO
  • How to forecast potential ROI from SEO for your business
  • 3 reasons why you definitely should not invest in SEO

…And a lot more. 

Should You Invest in SEO?

A lot of digital marketers and agencies would say yes – absolutely – no questions asked. But the reality is that every business is not created equal. No two industries are the same. 

Why Invest in Any Marketing Channel?

Before evaluating an SEO investment, let’s talk about how to make a decision for any marketing investment. 

The ultimate goal of marketing should be to acquire customers at a lower cost than the revenues they bring in. 

Sure there are plenty of other goals and objectives of marketing, but if they’re not ultimately leading to acquiring customers, then it’s unlikely your business will profit (unless it’s a non-profit). So if the goal of marketing is to bring on customers in a profitable manner, then the goal of investing in a marketing channel is the same. 

The channels that lead to the lowest acquisition costs and the highest lifetime customer value are the best channels for your business.  

Or in other words, the best marketing channels are those that give you the highest returns on investment.

clv to cac ratio

But how can you determine which channels will lead to the highest return on investment?

  1. Start with educated assumptions (consider your audience and competition)
  2. Start testing
  3. Measure
  4. Evaluate

You don’t have to start throwing stuff at a wall to see what sticks. Make educated assumptions up front.

For example, if you’re looking to market a new product to the elderly, you can go ahead and cross TikTok and Snapchat advertising off your list. You won’t find many elderly there. Look to see what your competitors in the market are doing. Replicating their exact tactics probably isn’t the best move, but it should at minimum give you some direction.

Once you’ve got some direction, you start investing and testing. Thanks to the nature of digital marketing, you should be able to accurately measure your returns. After 6 months or so, if tackled in the right way by proven experts, you should be able to gauge a channel’s effectiveness.

Note: If the channel is executed by an intern or an office manager and you don’t see results after six months, it doesn’t mean the channel isn’t viable. Find a professional before you cross it off the list.

How to Determine if SEO is a Good Investment?

Now that we have a good understanding of marketing goals, let’s evaluate SEO.

SEO is the process of optimizing pages on your website to rank highly on search engines with the ultimate goal of converting searchers into customers.

There are three questions we’ll ask to help us evaluate the investment:

  1. Is there demand for my product or service?
  2. Is there potential ROI to justify the investment?
  3. Am I positioned for SEO to benefit my business?

#1. Is there demand for my product or service?

The nature of search engines is that products and services in high demand get searched often. So, what we’re trying to determine is:

Are people searching for your services or products?

It’s actually fairly simple: If there are lots of people searching for what you do, then SEO is worth looking into further. If there are very few people searching for what you do (or topics surrounding what you do), then there may be better marketing channels for you.

Let’s consider something like commercial construction. At first thought, you may think, “Yeah lots of construction goes on all the time, it’s in high demand.”

But think about it: how many construction projects are active in your city in a given week? It may feel like hundreds, but it’s actually probably around 30 or so (depending on where you live).

Now consider a service like landscaping. How many homes and businesses have landscapers work on their yards in your city in a given week? 500? 

Let’s look at how many searches are made in Greenville, SC for the two on a monthly basis:

seo search volume for landscaping and construction

Does this mean SEO isn’t a good investment for construction companies? This is a simplified example, and there are plenty of other factors to consider – but should a local construction company invest as heavily in SEO as a local landscaping company? Probably not.

Another factor to consider is your service area. A not-so-high-demand service in a huge city may actually mean a decent number of monthly searches. The more searches there are for your service, the more opportunity. And the more opportunity, the more you should consider paying for SEO.

search volumes in ny

You may not even serve a specific area, but take on customers anywhere. This opens up your SEO potential and changes your strategy entirely.

Three caveats:

First, demand can change over time. No year taught us this quite like 2020. Consider face masks:

demand for facemask growth

Second, demand can be generated. If you have a brand new product that no one has heard of – of course they aren’t searching for it. SEO probably shouldn’t be your first focus. But as you grow awareness of the product category, the searches will come. Consider brands like Uber Eats and GrubHub:

And third, sometimes there’s no demand for exactly what you do, but there is high demand for information on related topics.

For example, “succulent planting services” doesn’t have much search volume. But in general, succulent potting information is in high demand, which could be tapped into through blogs and resources that answer highly searched questions.

#2. Is there potential ROI to justify the investment?

We’ve determined there’s at least some demand for your offerings. Now, we’ll dig into some more data to take a stab at determining the ROI of improving your SEO. 

Forecasting ROI in SEO can get pretty in-depth – and it’s always just an estimate – so this will be a high level overview. 

If you don’t really care about the process, and you’d rather someone like us to do the ROI math for you, skip this section and contact us

The goal of SEO is to:

  1. Rank for keywords 
  2. Earn traffic (clicks)
  3. Convert traffic into revenue

So to forecast ROI, we must consider each of these. We’ll start with keywords by putting together a relevant list. 

Let’s assume your business sells historical figure bobbleheads. You would want to rank for general keywords about your product, specific bobbleheads you offer, and common questions bobblehead buyers have.

We will take this list and determine roughly how many searches are made for these keywords and phrases monthly.

You can find this data via paid tools like SEMRush and Ahrefs or you can utilize free tools like Ubersuggest for good keyword volume data.

bobblehead seo potential

Once we have monthly numbers, we’ll estimate how many clicks (traffic) we’ll receive. This is tricky, but we can take an educated guess.

We’ll assume for each of these keywords that you wind up ranking somewhere in the top 3. The average CTR (click through rate) for any of the top three results in a given search is 18%. 

Advanced Web Ranking keeps a constantly updated trendline of average click-through-rates for each position. 

So, based on these keywords we’ll estimate roughly 6,000 relevant searches a month. If you rank somewhere in the top 3 for all of these searches, we can assume somewhere around 1080 clicks.

Clicks = (Total Volume of Ranking Keywords) x (CTR of Average Positions for Each Keyword)

Now that we have traffic numbers, we need to estimate how many of these visitors will make a purchase and the value of those purchases.

Let’s assume that your current conversion rate from organic search is 5%. This would mean 54 purchases each month due to SEO.

Purchases = (Organic Traffic) x (Conversion Rate)

You can find this in Google Analytics by navigating to Conversions > Goals > Overview and segment goal completions by organic traffic to look at the organic conversion rate. Or if you sell directly on your site and track your values, you can segment your conversion value by organic traffic.

organic conversions

Let’s also assume each bobblehead is $30 and on average 25% of customers buy a second bobblehead within one month. 

This would put your revenue generated through SEO at somewhere around $2,000 each month. If your average monthly investment over time exceeds this, SEO might not be a great option. But if you can get these kinds of results for less, then it would be well worth your investment.

Note: This was a very simplified example, but should give you an idea of ROI forecasting.

If you’re a local business: finding local keyword volume is a post for another time, and it’s a little less straightforward. This post is a great start.

If you don’t sell products, and your website is focused on lead generation, your formula might look something like this:

SEO Revenue = (Traffic) x (Conversion Rate) x (Lead-to-Close Rate) x (Average Deal Size)

If you operate a SaaS or subscription service, your formula might look something like this:

SEO Revenue = (Traffic) x (Conversion Rate) x (Average LTV) 

#3. Are you positioned for SEO to benefit your business?

There are a few scenarios in which pushing organic  traffic to your website might not actually make sense – even if the demand and ROI are there. Let’s look at a few:

  • You aren’t ready to handle business: if you’re a new business in an industry with a lot of demand, going all in on SEO can result in a lot of traffic really quickly. If your business processes aren’t in place to handle this influx, you’d be better to wait on SEO until you’re ready.
  • Your website is sub-par: similarly, if your website doesn’t accurately portray your business, is impossible to navigate, or is severely outdated – sending someone to your website might give your brand a negative impression. Update your site first.
  • You need results ASAP: SEO can take time. If you’re in a competitive industry, significant results can take up to six months. Less competitive industries can see results in a month or two. But if you need sales next week, ads might be a better option for you to start – or you can invest in both to cover the near term and long term.

If there’s some demand for what you do, potential for ROI, and you’re ready for an influx of business – we couldn’t recommend SEO highly enough. Either get to work in-house or start the conversation with our team today.



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