Improve your Content (and Grow) in Three Easy Steps

Jessica Piatt

If you’re new to the rapidly expanding world of social media, welcome! It’s a fun place where individuals can create, organizations can expand their brand, and businesses can profit.  It can also be an intimidating world for any user, let alone someone doing it in a professional capacity with little to no experience using social media as a tool to market a service or product.  I’m going to give you the three pillars of creating a cohesive strategy to improve your content on social media. Thus, improving your brand awareness.  If you’re ready to commit to investing in your brand’s success on social media, then these steps can help you accomplish that goal. 

Start with Looking Ahead

    Planning is key when it comes to content creation.  When you look ahead, you’re taking the time to consider your brand’s consistency, your target audience, and what you can offer.  This is to say that you are planning with a purpose.  This is an important habit to initiate because it is crucial to transforming your social media presence.  In my last contribution, I went into this concept in further detail in a piece titled Invest in Your Businesses Online Presence.  In this column, I intend to build on the notion by recognizing it as a paramount pillar in your endeavor to improve your content and increase your growth. Planning with a purpose plays a critical role in your cohesive strategy to improve your content by establishing the ground work for your approach.

Quality Visuals Count

    Now that you’re in the habit of planning with a purpose (or on your way there soon) it’s time to talk visuals. Visuals are a key component to any marketing strategy.  They are an effective method of making memorable impressions that can be converted to meet a call to action.  And people like them!  With visual content continuing to yield higher engagement rates than text alone, employing this tactic to your overall strategy, as laid out in step one, will produce real results.  However, keep in mind that quality over quantity holds power when it comes to the visuals you associate with your brand.  The photos and videos you post should fit well into your organization’s visual brand, keeping the audience in mind.  It’s true that a picture’s worth a thousand words, but who are you talking to? The visuals you use should resonate with your audience.  Take photos that both represent your brand and hit your target audience (it’s 2019, this can be easily done by using your smart phone) then post them to the appropriate platforms.  When you maintain your brand, act with purpose, and produce quality visuals, it will show in your content. Now, you can take this practice a step further.  Consider which posts are generating higher engagement rates and respond by giving your followers more of what they demand.  Quality visuals, produced within the parameters of your visual brand, made for your audience will enhance your efforts to improve your content and grow your brand.

Words Absolutely Matter

    Having a brand voice is an essential part of success when it comes to social media.  Using a brand voice gives your audience a consistent feel that maintains your brand’s identity and helps build relationships.  Think about the words you type and how they can help you connect. At the Greater Watertown – North Country Chamber of Commerce we believe that when people make meaningful connections, it leads to growth.  It is for this reason why we provide opportunities for businesses, networking experiences for professionals, and encourage organizations across northern New York to use social media intentionally.  The next time you write copy for purposes of social media, do so with your brand’s voice.  Write for your target audience and be consistent with your messaging.  This practice will help your content feel familiar and better resonate with your audience.  Consequently, writing in your brand’s voice will make your content more impactful, therefore improving your connections and growing your brand.

    Well executed content is vital to growing your presence on social media.  In taking the necessary steps to improve your content, you’re committing to the development of your brand.  Utilize the three pillars of creating a cohesive strategy to improve your content on social media.  Implement planning to establish a foundation, use quality visuals made for your audience, and consistently write in your brand’s voice.  These simple, yet effective, steps will result in improved content and yield growth.

Invest In Your Businesses Online Presence

Jessica Piatt

Here in Northern New York, the idea of not having enough time or resources to invest in your business’ online presence is widely accepted as a fixed fact by many businesses and organizations.  It can be difficult to see the value in planning ahead in a digital environment where content is comprised of click bate, feedback is instantaneous, and comment trolls come by the dozen.  When you challenge the idea that you do not have the time, the resources, or the savvy to plan, you will find that this strategy is an investment in your brand, it will make your life easier, and it will prove to be effective.

It’s an Investment

                When you take the time to plan your social media content, you’re making an investment in your brand’s online awareness and therefore you’re making an investment in the growth of your business.  Planning your content ahead of time can be as basic as setting aside time in the beginning of the week, evaluating your business’ needs, offers, or values, and selecting content to reflect those priorities.  Craft a message with your followers, costumers, or clients, in mind, then schedule a time to post.

It Will Lighten Your Load

                Once you’ve taken the plunge and commit to investing in your brand’s digital presence, aim for consistency.  In being consistent, you will make this investment routine.  Once it’s become common practice, this routine will help transform your tendency to be reactive in the digital arena, reclaim control of your brand’s narrative, and be proactive with your online presence. This mega metamorphosis, you will likely free up valuable time at the office and reduce the paralyzing stress surrounding the use of social media as a tool.

It Will Yield Results

                When you commit the time, and maintain consistency, your efforts will yield results.  I’m talking real, quantifiable results here.  When you plan your content keeping your brand and consumers in mind, schedule your posts using measurable data to maximize your impact, and maintain consistency in your diligent efforts, your business will reap the benefits.  Not only will this strategy reduce the time you squander thinking of clever captions at the last minute or reduce the stress you associate with pressures of social media, it will benefit your brand’s overall awareness.  Being present, intentional, and consistent, on social media, makeup the cornerstone of building trust with your audience. 

Resources are your Friends

                Choose platforms which augment your brand.  Once you get started, use the platform analytics available to enhance your objectives.  LinkedIn, Facebook, Instagram, and Twitter, all offer free engagement analytics for business accounts.  This information is essential to the enrichment of your content production and scheduling.  There are also external resources that can be used to supplement your efforts and strengthen your overall effectiveness.  Give resources like Canva, ColorStory, Hootsuite, Planoly, and/or VSCO a try.  See which apps/websites work best for your brand and implement them into your routine.  If you’re still hesitant, or simply have questions, additional resources such as the Greater Watertown – North Country Chamber of Commerce, or other organizations dedicated to promoting and supporting business are a great start!

A Bright Future

                It’s time to invest in your brand’s online presence and take advantage of what the digital world has to offer.  Social media platforms help businesses grow.  When used intentionally, social media can lead to increased brand awareness and build trust with your audience. When you challenge the idea that you do not have the time, the resources, or the savvy to plan, and you recognize that these platforms can enhance your brand and better your business, you will discover the plethora of possibilities that planning content can bring to your business in the North Country. 

Social Media & Digital Marketing: Bringing business into the modern age

SYDNEY SCHAEFER / NNY BUSINESS
Jessica Piatt, director of marketing at the Greater Watertown North Country Chamber of Commerce, takes a photo of materials on her desk for the Chamber of Commerce’s Instagram story.

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Making Connections: An Introverts Guide to Networking

Jessica Piatt

Many professionals find networking to be a daunting, treacherous endeavor.  It’s uncomfortable, awkward, and at times, painful. There will always be those who have a natural talent for working a room, namely extroverts who thrive in social interactions, but for others networking in a room of strangers can make one feel phony or inauthentic.

As an introvert, I find it all a little overwhelming but in the last year I have found ways to make networking not only successful ventures but enjoyable ones! Here are some ideas on how any north country professional (introvert or not) can embrace networking just as I have:

Change Your Attitude

Networking events are an opportunity for growth and discovery. Treat them that way! All too often we set ourselves up for failure by approaching networking with dread and pessimism.  Now, if you’re an introvert, you can’t simply will yourself to be extroverted. But when you shift your perspective from viewing it as a chore to seeing the near infinite possibilities, you take control of the narrative and attain the opportunities networking offers.

Be Purposeful

Now that you’ve changed your attitude, set an intention for the event.  Sure, expanding your professional network is a great start but it can be broad and a bit scary. Try simplifying your intention.  Replace “expand professional network” with “make a meaningful connection.” By clarifying your intent you’ll enable yourself to have more natural interactions with those around you. Start small, find a familiar face, perhaps someone you have met before, but only briefly, and work on further establishing your professional relationship.

Find Common Ground

Okay, so you’ve changed your attitude and you’ve set your intention for the event. Now what? Find a common interest! This tiny trick might seem simple but, trust me, it can go a long way. Think about how your interests and goals align with those of people you meet. This can help you forge meaningful connections that yield collaborative initiatives and long-lasting working relationships.  When your networking is driven with intention and forged over common interests it will feel more authentic and meaningful. Bonus, it will also make you more memorable to others in attendance!

Bring a Friend

The next time you register for an upcoming social/networking event, invite a friend to tag along. You don’t always have to go at it alone. Having a friend or coworker by your side can make large networking events less intimidating.  You might just find you have a connection in attendance worth introducing your friend to

Networking is a necessary component of success in any career. It can lead to career opportunities, a broader knowledge of your surrounding community, improve the scope for innovation, professional advancement, and so much more. When you change your perspective, begin to have purposeful interactions, find common ground with others, and use the resources already available to you, you will find networking isn’t so daunting after all. Perhaps you’ll even come to embrace it.

JESSICA PIATT is the marketing director at the Greater Watertown-North Country Chamber of Commerce. You can contact her by calling 315-788-4400 or by emailing jpiatt@watertownny.com.