Obstacles riddle the path to posting consistently great content. Here are three of the most common—and how to overcome each.
You’re not alone if you’ve poured significant resources into content creation only to see your efforts fall short.
The road to posting great content that consistently gets seen and shared can seem more like an obstacle course than a clear publishing path.
Here are three common roadblocks content that creators face and how to remove each so your posts consistently reach and engage your audiences:
- Not putting service before the brand. “The biggest content mistake communicators make is focusing on what they want to talk about versus what their audience wants to hear,” says Amanda Todorovich, director of content marketing at Cleveland Clinic.
Her solution is to think more like a service journalist when planning your content. “Provide more how-to, tips-focused content that helps customers solve problems,” she says.
Cleveland Clinic’s Facebook posts, for example, don’t promote the hospital’s services. They instead answer everyday health questions.
The following post about buying bagged vegetables is just one of dozens of helpful items featured on the hospital’s Facebook presence this week. It received over 389 reactions and 154 shares within hours.
Register for PR Daily’s Aug. 18 webinar “Content Strategy in Six Steps: Become a Content Machine and Boost ROI” to reignite results for every piece of content you create.
- Not streamlining approvals. Approvals can be another major obstacle to publishing or posting high-quality content on a frequent basis, especially for communicators in health care or research-based industries.
“We have kept our approvals layers really low, but everything we do must be approved by a medical expert whose No. 1 job is taking care of patients,” Todorovich says. “We are at the mercy of their schedules.”
Her advice for communicators requiring approvals from experts is to avoid bottlenecks or becoming a burden to any one person or team. “Try to spread around your requests and utilize multiple people within your organization as much as possible,” she says.
- Not creating a content hub. Todorovich says it’s easy fall into the trap of creating content on an ad-hoc basis and across various social media channels, instead of housing it all in one location and then sharing it from there.
That’s why she recommends revisiting the idea of creating a blog as a central repository for all your content. This helps users to find the information they need. It also increases the shelf life of your content, allows different types of content to be posted in one spot and makes sharing across online platforms simpler.
Consider WordPress if you haven’t yet set one up. “We use WordPress because it’s user-friendly and there is little barrier to entry,” Todorovich says. “Our writers can create content and publish very easily.”
In addition: “We try to keep plug-ins and widgets to a minimum,” she says. “This keeps the site simple and helps it load fast, which is extremely important to users. However, you should absolutely look at plug-ins that help with SEO and serve up related or popular content.”
Todorovich recommends whatever frequency is possible with your resources. “Whatever you decide is fine, just stick to it, as consistency is most important,” she says. “We publish a lot—three to five posts every day—but that’s not a requirement of a successful blog.”
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Cleveland Clinic’s Amanda Todorovich will share more tips in PR University’s Aug. 18 webinar, “Content Strategy in Six Steps: Become a Content Machine and Boost ROI.”