Amy PrindleThe Center for Online Evangelism is a missionary project devoted to developing online mission stations. Even the best writers must adapt their style for online writing. Classically-trained writers may write articles, academic papers, journalistic pieces, or even books. Professors tend to encourage their students to describe things colorfully and thoroughly, to fill the page with rich wording, to emanate cleverness, and demonstrate elevated thinking. While learning the rules and best practices of academic or journalistic writing creates a solid educational foundation, online writing requires a completely different style and approach to get the point across as quickly, clearly, and effectively as possible. At first, writing for an online audience may feel too simple. After all, this type of writing is more casual and straight-forward. However, years of research proves its effectiveness in the digital space. Most forms of online writing follow the fundamental principles of copywriting, which also bridge into the niche area of content writing. We’ll discuss the difference between the two later in this section. The bottom line: The goal of writing online content is to connect with the reader, not elevate the author. It’s about meeting the reader where they are and giving them the information they seek, all while “desiring their good.” (Sound familiar? MH, 143) Here are nine objectives to keep in mind when writing online content: 1) Remember the four primary purposes for online writing (content marketing). Effective online writing should achieve four primary goals. This is especially true for content marketing, which requires a consistent production of content for distribution to attract, engage, and nurture an audience. The four purposes are:
2) Write like you’re talking to a friend. The best online writing is conversational, yet straightforward. Think about how you’d explain something new to someone you know, and write just like you would speak. You wouldn’t waste time on flowery, poetic words, and you’d try to relate your concept to your friend’s life. You’d be up front about why this subject might be of interest and how it could benefit them in particular. The number one reason people share content online is because they feel it will improve the lives of others. As digital evangelists, our goal should be to create sharable content, and the Church should be the leader in creating content that benefits the lives of others. In addition, you shouldn’t spend a lot of time on technical details or bells and whistles, unless you know your friend is interested in that. Instead, you’d focus on how this topic will affect them personally. The great part of writing targeted online content is that, as long as you’re clear about your topic, your demographic will already be interested in what you're writing about! After all, they have searched for content similar to yours and decided your page is worth visiting. Since your readers used a search engine, social media post, email message, or other website to get to your content, you don’t have to worry about convincing them that the topic itself is interesting. You have to convince them that you have information about their chosen topic that is better, deeper, more interesting, or more applicable than other websites. Ask yourself: what will the reader get from my content that they can’t get from someone else? Getting to your point early—in the headline, subtitle, and opening paragraph—is key. Think about that conversation with a friend. Have you ever been in a conversation where your counterpart struggled to get to the point? They’re over-explaining the peripheral details, giving too many examples or metaphors, or trying to come up with language that softens the blow of an edgy idea or uncomfortable topic instead of outright saying what they mean. You’d quickly realize how much time is being wasted and you’ll wish you had asked someone else to begin with! That’s how an online reader feels when the content doesn’t get to the point. They’ll click “back” and go to the next link in search results. 3) Boldly make your claim up front, then use the rest of your content to back it up. If the point you’re making is a bit jarring, that’s not necessarily a bad thing. Remember the idea of inspiring people by agitating emotional states: “People don’t do things because they’re comfortable. People don’t do things because they’re bored. People do things because they’re excited, outraged, empowered, inspired, shocked...” - Christofer Jeschke We’re emotional beings, and the most effective writing tugs at these emotions without going overboard and without being manipulative or sensational. 4) Move your reader to action. The heart of copywriting is persuading readers to take an action. Sometimes, when we think of advertising copy or sales copy, we think about those spammy e-mail subject lines that over-promise and over-guarantee, or we cringe at clickbait headlines for videos or blog posts. Then there are those overzealous sales letters that come in the mail to try to get you to subscribe to magazines or buy retirement plans. Well, if sales copy puts a bad taste in your mouth, keep in mind that you’re thinking of bad sales copy. When copywriting is done conversationally, with the reader’s feelings, interests, and beliefs/core values in mind, it can be incredibly effective. Define the problem Throughout a piece of writing, a reader is moved to action by introducing a problem that the reader needs to solve. They want something, they’re confused about something, or they don’t know the next step in a process. You outline the problem, describe the implications of this problem, and then give them the solution—your product, your method, your information, etc. Benefits vs. features When describing how great your product/method/service/information is, don’t just list its features—describe the benefits it will provide to your reader, and why those benefits are in their best interest. For example: “Buy our hibiscus tea!” Why? “Our blend has more antioxidants.” Ok...what does that mean? “Antioxidants decrease free radicals in your bloodstream.” Ok...what does that mean? “Antioxidants keep the cells in your body from breaking down!” Ok...but what does that mean for me? “Well, this tea has been shown to help lower high blood pressure, according to the American Heart Association’s 2008 study.” That sounds pretty important. How does it taste? “Great! Especially with honey!” Well all right then—why didn’t you say so? When we’re personally invested in the subject of our writing, we can get lost in the details. Remember that the readers aren’t there yet. They need to see a connection between what they’re searching for and what you have to offer. For example: “You’ve been diagnosed with high blood pressure, and it can be tough to give up some of the foods and beverages you’ve enjoyed for years—like coffee, black tea, and soda.” You speak the truth. It’s like you’ve been there, man! “But what if there was a soothing hot drink that could be just as tasty, AND help lower your blood pressure at the same time?” Is there? That would be so helpful right now! Tell me more! Superperfect Tea Company offers hibiscus tea. And, according to a 2008 study by the American Heart Association, it lowers blood pressure in pre-hypertensive and mildly hypertensive adults. I could use that! How does it taste? This ruby-red herbal tea has a slight tart flavor reminiscent of cranberries. Add a little honey, and it delivers a light, tangy “bite” that can pick you up in the afternoon or calm you down in the evening. Mmm. Can I try some? Notice how the problem was outlined in the introduction, and the primary benefits immediately following. Meet the readers where they are, then tell how your amazing product is just what they need...and why. Now if we frame this in the context of ministry, your product is your message, which may be hope, wholeness, health, lifestyle, truth that answers their deepest longing, answers to their physical/spiritual needs, sound advice, and more. Calls-to-action (CTA) Once you’ve “sold” the product by connecting with your readers’ needs, it’s time to tell them to buy it! In the context of ministry, this may mean subscribing to your newsletter, registering for a seminar or health clinic, coming to an event, or joining a small group dedicated to a particular topic. Don’t leave them hanging. They want to take action, and the more clear and straightforward the call, the more likely they are to follow through. You may have already imagined a call-to-action following the last line of the hibiscus tea conversation: “Yes! Get 20% off your first box of tea when you order now!” or “Yes—get your free sample sent to you now!” Copywriting isn’t complete without a call-to-action. It doesn’t have to be overly clever or cute; it just needs to make sense. Here are the most common calls to action that appear online:
5) Tell stories. If these principles of writing for digital environments sound rather formulaic, that’s because they are. Effective writing is both a science and an art. Yes, wordsmithing is a creative process, but copywriting is a science backed by research. These elements of copywriting have been market-tested and are proven to work. However, a great way to add creativity to the elements of this formula is through storytelling. People can’t help but be interested in stories. As humans, we want to know how things turn out! These stories can be in the form of case studies, testimonials, or simple anecdotes that describe how a person—just like the reader—struggled with a specific problem. Maybe they tried several things until finally discovering what really worked. Where can you find real stories? As a ministry, you might already have them. Think of the people you’ve served. Think of the events you’ve held. Think of the testimonies they have shared with you. How does their journey reflect a common need within your audience? Going deeper, what analogies or metaphors can you draw from what you do? Can it be related to everyday life concerns? How does your ministry offer practical solutions? Check out this article on finding marketing stories in everyday life. 6) Know the difference between content writing and copywriting. While these terms are sometimes used interchangeably, they are different. Copywriting refers to the science, the persuasive writing formulas, the headlines, and the calls-to-action. Content writing could be considered the filler content that fleshes out the formulas for content marketing purposes: the stories, the details, the background information, the educational steps, or the valuable pieces of information you’re offering your reader. In many ways these two elements of writing overlap and work together, and both occupy vital roles in the digital marketing process. There are many increasingly specific definitions of these two terms across the internet, but there’s no need to get sidetracked by those at this point. The bottom line is that these styles and formulas work together to provide value to the reader, persuading them to stick around and eventually take action. Learn more about copywriting for SEO:
7) Consider SEO-specific elements of writing (Titles, Tags, and Descriptions). While seemingly small, these areas can make a big difference in how Google views your site and in convincing people to click on your webpages in search results. Title Tags Sometimes called the “SEO Title,” this is the title that appears in search engines and what is displayed at the top of a browser tab when a reader opens your page. Be clear and straightforward about what your page content covers. If your page is about Bible studies, make sure those two words are in the first three words of the title. According to the SEO experts at Backlinko.com, Google “puts more weight” on words found at the beginning of title tags. For example, say you want to rank for the keyword/phrase “couples Bible study” and you thought of two SEO Title choices:
Google would rank the first one over the second one because it would deem it more relevant and topic-centric. The second one is not a bad headline (save it for your H1!) but Google favors SEO Titles that are more direct. Editing your page title in HTML code looks like this: <head> <title>THIS IS YOUR PAGE TITLE</title> </head> Otherwise, most content management platforms have a designated space to add or change a webpage’s title. NOTE: If you already have significant traffic coming to your page with your current page title, even if it’s not optimized for the intended keyword, you might want to check your analytics before changing it. If visitors that come in through that page are staying on your site and clicking, downloading, buying, etc., you may want to consider keeping it the same, because you don’t want to lose that current traffic. If you notice that people are coming in through this page but then leaving the site, a title change could be highly beneficial. Meta Tags or Meta Descriptions This is the approximately 200-character teaser-like blurb that appears directly below the SEO title in search results. Often, this is what convinces the reader that your content is valuable. Your meta description can be as long as you want, but Google will cut it off anywhere between 250-300 characters, depending on the amount of pixels those characters occupy. While the recommendation used to be 160 characters, Google raised the number of permitted characters as of December 2017. It was changed again in the spring of 2018, then later adjusted to the current recommendation of 200 characters. In light of this apparent state of flux, aim to keep meta tags as short as possible while including the necessary information. Using keywords in the meta description can give a small boost in search engine optimization, but the primary purpose of meta descriptions is to get the Googler to click on your site. This is where you expand on your page title, pitching why your website has what the seeker is looking for. For example, if you’re selling vegan, gluten-free granola bars, you might want your meta description to say something like: VEGLUFRE—A fast, tasty, healthy breakfast option! Packed with protein, fiber, vitamins & minerals, our vegan, gluten-free granola bars make a great meal or snack. 5 Flavors! Order in bulk & save! Make sure to connect the benefits of your product, service, or idea/cause with the needs and interests of those you hope will click on your link. List a key selling point or two, then describe what they’ll find on the page and why it matters to them. Most content management platforms will have an area for you to enter the meta description for each page, or you can install a WordPress plugin like Yoast that allows you to edit the entire meta description. To enter a meta description straight into the HTML, the <meta> element will always go inside the <head> element. It will look similar to: <head> <meta name=”description” content=”THIS IS YOUR META DESCRIPTION”/> </head> NOTE: Every page should have its own unique meta description. Google notices if multiple pages have the same meta description, and many SEO auditing software programs will note redundant meta descriptions as an SEO error. H1 Tags / Headers / Headings This element of your page doesn’t typically show up in search engine results, but it is the first thing Googlers will see after clicking on the page. To make sure they stay there, devote attention to creating effective headlines. Make sure to specify what they’ll find there and why they will want to continue reading. Include some keywords in your headers, pinpoint a benefit your content offers, and give brief hints at what the content covers. For example; Can’t decide which Bible translation to use? Learn the history and differences. or 7 Ways to Simplify Complex Recipes for Easy, Healthy Dinners In the example below, “Coping with Depression” is the H1 tag, demonstrating how a keyword should used in the first three words. The subtitle, “Tips for Overcoming Depression…” is designated as H2, as is the subhead “How do you deal with depression” lower on the page. You designate your text as H1 by adding the <h1> tag to the HTML code, or by selecting “Headline” or “H1” or a similar option from your content management platform in the “Style” section. This will typically make the text larger and bolded, or possibly a different font, depending on the theme or template you're using. Each page should have only one H1. For subtitles or subheadings, which are excellent for breaking up long text blocks and making the whole post more skimmable, content managers can use H2 or H3 tags, which will typically appear smaller than H1-designated text. H2 and H3 tags do not have an SEO impact, but can enhance readability. If you can’t get into your content management platform at the moment and want to check how a certain paragraph is designated, right click on the page and select “View Page Source” to view the HTML code. You can also highlight the area, right click, and select “Inspect.” ALT (image) Tags This code-level text makes images searchable by Google. Also known as an “alt attribute” or “alt description,” this HTML tag is applied to an image on your webpage. It doesn’t show up on the page, but googlebots pick it up and can use that to help determine the topic depth of your page. While Google can determine several aspects about images, Google won’t always “see” the message it’s intended to illustrate or support. To understand the content of the image, Google relies on ALT tags to determine what the picture is and how well it relates to the topic of the page, which impacts your ranking. Additionally, ALT tags provide the image information for:
Don’t make it too long, and make sure not to “keyword stuff” the ALT tag, an old “black-hat” SEO practice that Google will not favor and possibly penalize. For example, for the same image described above on the “sermon tips” page, keyword stuffing might look like: “megaphone sermon tips project voice sermon audience sermon strategies public speaking presentation methods.” Add your ALT text into your content management system, or into the HTML by editing the source code: <img src=”bluemegaphone.jpg” alt=”ALT TEXT HERE” /> For example, in the picture on the previous page about coping with depression, this is how the ALT text appeared in the source code: (Learn more at: https://moz.com/learn/seo/alt-text) Using these seemingly-minor titles and tags can not only improve your SEO but also your user experience, enticing direct seekers to click on your site as they comb through search results to find relevant information. In short:
8) Know how to use evergreen vs. time-sensitive content. There are two primary categories to consider when crafting your overall website content: time-sensitive content and evergreen content. While, indeed, simple concepts, when it comes to SEO, content marketing, and user experience, there are strategies to consider in creating these two types of content. Announcements, breaking news, special offers or promotions, seasonal content, and events are time-sensitive by nature. It’s good to have some time-sensitive information on your website–if you consistently keep it up to date. It demonstrates to site visitors that your organization is active and aware. It is more frustrating to go to a website with out-of-date information than to go to a website with no time sensitive information at all. If an event from a couple months ago is still headlining, how can the site visitor trust that the rest of your information is current? Evergreen content, however, refers to elements on your page without an expiration date. It’s static content that doesn’t change (much) over time. It doesn’t need to. It’s written to stay relevant and useful to your audience regardless of when they read it. For general website copy, this include:
When it comes to content marketing such as publishing content regularly on a blog, social media, email, etc., you must churn out new, helpful content to stay fresh and up-to-date. However, that doesn’t mean that each piece of content must be time-sensitive. You can cultivate them to be evergreen as well as timely. To keep new content evergreen, the key is to stick with topics rather than dates. While some of your social media or email content may contain time-sensitive information, they can link back to the an evergreen blog post that covers a topic thoroughly and that you periodically update as information changes. To help your posts, pages, and articles stay evergreen in SERPs (search engine results pages), try removing the publication date from your post (unless it’s necessary). For the many seekers that check the date on webpages before clicking on them in search results, removing the date altogether can help present your content as timeless. If you’re a church posting each week’s sermons as videos or podcasts, the first priority to keep these elements evergreen is to title each one as topical rather than with the date of the service (i.e., “Teaching Your Kids to Pray” vs. “Sermon 4-25-17 on Prayer”). Note that you can still show the date in the subtitle or descriptions, as members often search by date, but the title should be presented like a headline. The topics covered in evergreen content must be “enduring topics,” such as common experiences of the human condition (job interview best practices, dealing with grief and loss), timeless skills (cake baking, how to change a tire) or opinion/discussion pieces (dogs vs. cats, should I exercise in the morning or evening). Additional ideas for effective evergreen content:
Learn more about best practices for creating evergreen content:
9) Find ways of repurposing content.
We’ve covered the different types of content that can be created to reach a variety of content consumers, as well as what makes content “evergreen,” or relevant past its publication date. These principles can come in handy in the beginning stages of your SEO and content marketing strategy and when it comes to repurposing content. Instead of creating a different piece of content for each platform you publish to, you can repurpose one core content piece to work across a variety of channels. How can you make one blog post explode into ten different pieces of shareable content? Take this short article for example: You, a nationally-renowned sandwich artist, wrote a winning post for your sandwich-making fans.
Repurposing content can allow a specific topic to be discussed online longer by spreading out the publication of each repurposed item. Furthermore, the same topic repurposed into ten different forms (example above) can create a bigger splash as it makes its online debut. This strategy creates more options for Google to index, increasing your chances of showing up prominently in search results, and it also allows your content to show up in the search engine results for various social media platforms as well.
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Akande DavisDigital Strategy Specialist and founder of Digital Pew. There are a ton of social media channels that exist and new ones are sprouting up every day, but the end all be all is the behemoth we know as Facebook and Instagram. Currently, Facebook has roughly 2.06 billion users worldwide, Instagram with approximately 700 million active users every month. Platforms like YouTube, Snapchat, Tumblr, Twitter and others have huge user bases as well, but the flexibility and powerful marketing features that Facebook is equipping users with has paved a way for in-house marketers and organization leaders to get their message in front of their audience in the most effective way possible. Now organizations have an incredible opportunity to help lead out and strategize their non-profit’s online marketing campaigns by becoming better users of Facebook. This isn't to say that a volunteer can replace the resources or knowledge of an agency - if you want professional results, trust and partner with an agency to help you get there - but rather, for smaller projects, maintaining your online presence and supporting your business or non-profit’s efforts using social media. Becoming a Facebook Power User also means that you are able to vet the people who you plan on working with and bring your valuable insight to the strategy being developed. It might take some time, some practice and some studying, but becoming a Facebook Power User is not impossible and with a little bit of sweat equity you can start developing, launching, executing and measuring your own campaigns! Let's get started - the first step is to... If you have a website or blog, you need to have your Facebook Pixel setup. Having Facebook Pixel setup on your website or blog is as essential as setting up Google Analytics - it's just a must! Not only you can see incredible insights on how your audience behaves outside of Facebook, but you can retarget the ones who interact with your content more often. This is excellent for a number of reasons - that's pretty obvious - but often times business and non-profit marketing leaders will miss this crucial step in their strategy and go months, dare I say, years without having any of this information. Don't miss this step, setup your Facebook Pixel. Here is a comprehensive guide on how to do it. And here is the kind of information you can get from having it live... Complete this step before going ANY FURTHER! (Just trust me on this) Explore Your Facebook Page's InsightsBy default, Facebook provides Page Administrators (people who own or operate a Facebook Page) a ton of insight into how the page is performing and audience reach at a granular level. With Facebook Page Insights you can not only see how far your Facebook Page reaches, but also when your audience is the most engaged, what kinds of content they like the most and more. Your Facebook's Page Summary dashboard for example provides a bird's eye view on what is going on with your Facebook page. You can see how many Actions, Page views and Page Likes are happening as well as how far your posts are getting to your audience (Post Reach). From the insights I can see when my audience is the most active, what post types they are most engaged with, and which of my posts they interacted with the most organically vs. paid. Even with a quick glance, you can see how powerful looking at this information can be. Making content and posting it without any idea of what your audience is responsive to can result in lost time and energy, not to mention money if you're spending money on content creation. Discover your Audience using InsightsKnowing your audience is one of the most important things you can know as a leader in your organization. Whether you are looking to nurture your current audience or reach new people to bring them into your organization or get your message in front of them, you need to know them and understand them intimately. Before I start any campaign, whether social media marketing or not, I always do as much research as I possibly can so I can understand who I am speaking to and what they need to hear. Using Facebook's Audience Insights tool, you can do just that. Their incredible suite of features allow you to do a deep dive into your audience with powerful information about;
There are literally hundreds of different ways that you can research your audience using Audience Insights - you can even see what pages your audience likes more than others, giving you incredible control of how you market to them. 'Do' use Ad Manager - 'Don't' BoostLet me clear this up, using Facebook Boost isn't a bad thing and can actually be a great tool. However, that tool is too often a crutch to Facebook Page Admins looking to pump out a quick advertisement to get results or at least the illusion of results. If you want to launch a Facebook Ad Campaign, start with the Ad Manager, not with boosting a single post. Boosting a post can have a lot of advantages if your content is performing well, but if you want to have a strategic approach to how you spend your advertising dollars, setting up a Campaign, Ad Set and Advertisement within Ad Manager is your best bet. First, some basics on boosting... When you boost you are limited to the audience (unless you are intentional about setting one up) the placements you can use (more about that in the next point) and the content that you can promote. If you ever boost a post and then look in Ad Manager you will also notice that it is linear once it is setup: Campaign, Ad Set and Ad are all the same thing, a straight shot all the way through. Click here to learn more about why you shouldn't push the Facebook Boost button. Edit your PlacementsWith Facebook Ads you can customize where your advertisements will appear to your end-user. For example, you can choose to only display your advertisement on your audience's Newsfeed and Sidebar, or even limit it to the 'Audience Network' that Facebook makes available. You can also exclusively limit your advertisement to Instagram or an Instagram Story even - really there are a ton of different options and customizations available that you can use to get your message in front of your audience. Placements are often one of the most overlooked customizations that Facebook Ads have available, but can significantly impact how your advertisement appears to your audience and interacts with your brand. Facebook also recently announced that their Audience Network is expanding and customization options exist for users looking to Exclude Audience Network members or specific categories that they don't want their advertisements appearing on. Here is a quick breakdown of the different Placement options:
Promote on InstagramWhile I say this with a grain of salt, not knowing every single market and industry, the fact still remains for many campaigns - Promoting on Instagram is a must for your campaign, especially if you're using images and video. I can cite countless examples where I've had the exact same image content on both Instagram and Facebook, and without a doubt Instagram performs much better with a smaller audience than Facebook. Considering that Facebook is becoming increasingly strict with how they show content to their audiences now. In the example above, we can see an almost 2000% better performance on Instagram when compared to Facebook for the exact same content. It's also worth noting that the Facebook page for this account has 17k+ 'Fans' and on Instagram there are roughly 3k+ followers. Instagram has about 17% of followers that the Facebook page has, yet it performs astronomically better. This isn't an uncommon thing - skipping out on Instagram could cost you valuable traffic and engagement if not done correctly. Measure Performance (Daily)Something that is often forgotten, even with successful campaigns, is to measure your campaign's success (or failure) on a daily basis, gauging how things are performing. If you are aware of what is performing well and what isn't, you can improve on the areas that are giving you the most value while changing your strategy or approach on the things that aren't. Here are some simple questions that you can ask and some basic formulas you can use to see how your posts are performing and how your advertisements are performing (these are subjective based on my experience, so take it with a grain of salt): Page Posts
Evaluate and Optimize (Repeat)This is the shortest and most straight-forward point that I can make - constantly watch what you are doing and find ways to do it better. Use data to drive your decision making but allow your instincts to have their place in the scheme of strategy - your gut feeling shouldn't be entirely discounted and the data will rarely give you 100% of a reason to do something. In summation... Reposted with permission from DigitalPew. More Resources on Facebook Advertising:
Rachel Lemons AitkenCommunications Executive of the Greater Sydney Conference and Founder of the Digital Discipleship. Before we answer the question, what is Digital Discipleship, we must ask, are we on the answering end of the searches taking place online? Are we providing hope in the comment section? Do our videos and websites answer questions? And are our social media accounts making people feel like they’ve found a digital church home? On average, Google processes over 40,000 search queries every second. 2.5 billion people use either Whatsapp, Instagram, Facebook Messenger or the Facebook app. And Youtube processes more than 3 billion searches a month. Digital Discipleship allows us to have a strategic and influential voice in online conversations. It’s clear we have something to say, but are we putting ourselves out there? And when we do venture to say something, is it being heard? Disciples in the Age of Gifs and MemesDigital Discipleship is a movement to make disciples and inspire people to grow in discipleship. This mission remains the same as the call to discipleship over 2,000 years ago. The objectives haven’t changed, but the environment is noisy. The audience we are trying to reach is inundated with a fire-hose-sized flow of information. Everyone online is an “expert” with something to say. And all of this is before we factor in on-demand TV like Netflix, Hulu and Stan providing endless entertainment at our fingertips. When we’re playing with the big boys, and we need to come prepared. We know that the compelling story of Jesus is necessary and more relevant now than ever before. And while Digital Discipleship allows us to talk to large, targeted groups in unprecedented ways, it’s imperative that we become more savvy in our methods in the online space. Christ’s method alone will give true success in reaching the people. The Savior mingled with men as one who desired their good. He showed His sympathy for them, ministered to their needs, and won their confidence. Then He bade them, “Follow Me." Christ’s method is still applicable in the age of memes, gifs, FaceTime and Whatsapp chats, but now we must cut through the noise. We must win the hearts of people in a new environment. Just as John the Baptist was “a voice of one calling in the wilderness to prepare the way for the Lord,” we too are calling out preparing the way for Christ’s return. In order to avoid having our voices drowned out we need to pump up the volume, be more strategic in our call and engage the right people. And we are uniquely positioned to do this through Digital Discipleship. Digital Discipleship 101I want you to think of this as your Digital Discipleship primer. From here, you’ll be able to dig deeper into other subjects and learn how you can get involved, support and even set-up your own Digital Discipleship ministry. We’ll give you an overview of Digital Discipleship, how it works and lay out a vision of what it can become. Most importantly, we hope you’ll feel compelled to join the conversation and add your voice to the collective loud cry about the never-ending love of Jesus Christ and His soon return. How to Join the ConversationThe internet is a huge place. Imagine it as a large, crowded room with everyone jumping in to have their say. With this picture in mind it’s almost inevitable that our voice could get lost in the noise. The message of the Seventh-day Adventist Church, and more broadly Christianity, has spread around the world – taught in marketplaces, shared from friend to friend, preached in churches, whispered about in catacombs and witnessed secretly in homes. It has been communicated most effectively when spoken to people in their own language. The Language of the InternetThe internet is like a country with its own language and culture. It may not occupy a geographic space, but it has its own social norms. There are ways to jump into a conversation and be heard and understood. To start off, there are four levels at which Digital Discipleship can be executed:
We’re going to start by breaking down each area because each one requires a different way of communicating. Digital Discipleship at Different Levels The beauty of Digital Discipleship is that it leverages both the size and the intimacy of our church. It’s powerful both when executed at the entity level and when it engages the individual member. 1. DIGITAL DISCIPLESHIP AT A CORPORATE LEVEL When we speak about the Corporate Level of the Seventh-day Adventist Church, we’re talking about the General Conference, Divisions, Unions, and Conferences. Each have roles they are uniquely positioned to do, such as:
2. DIGITAL DISCIPLESHIP AT A CHURCH LEVEL The church is the strongest building block of our organisation and through Digital Discipleship there are many opportunities to benefit the church, the members as well as those who are being reached. The church is uniquely positioned to do many things, such as:
Many individuals feel compelled to start ministries to address specific community needs in service to the church. Because of the targeted focus of these ministries, they are uniquely positioned to participate in the Digital Discipleship ecosystem by:
In traditional media, the big boys can make the most noise – whoever can outspend their competitors is most likely to win. However, the digital space has become the great equalizer. Individuals within the Digital Discipleship Ecosystem are well positioned to have influential voices in a crowded space! We have seen this time and again as videos go viral, as people share their lives and as they evolve into becoming online “influencers.” Individuals are uniquely positioned to:
The Digital Discipleship EcosystemThroughout the article, the term Digital Discipleship Ecosystem has been referenced several times. One of the most exciting parts of Digital Discipleship is the way it works as a system. As you saw in the section above, it can work at the corporate level, the church level, as ministries or even as individuals but it’s when the system works as a unit that it’s truly powerful. The Digital Discipleship Ecosystem is made of content creators, distributors, engagers and curators. To explain the system in context, we’ll reference the parts in conjunction with their levels. Content CreatorsContent Creators are our creatives. They are masterful storytellers, talented artists and skilled graphic designers. They take biblical concepts and stories and provide interpretations and depictions that capture our attention and take us on a journey. And in addition to artistic talents being celebrated in this area of the Digital Discipleship ecosystem, we must also recognize those with technical abilities, such as those who code, create systems and design platforms. Their diligence makes our interaction with information smoother and easier. Here are some examples of content creators at various levels within our church. Corporate Church
Content DistributorsHave you ever heard of the 80/20 rule? It says you should spend 20% of your time creating content and the other 80% of your time promoting that content to make sure it gets seen. We haven’t done a study lately, but we don’t think that rule has traditionally been applied in church communications and promotions. Within the Digital Discipleship ecosystem, content has a better chance of getting seen if it’s circulated within the ecosystem. Content distribution is another way of saying content promotion. In some ways it can be seen as a form of digital door-knocking. And there are many ways to do it. Corporate Church
Content EngagersThis stage of the Digital Discipleship Ecosystem is all about the conversations we have online. It’s the keystone in the Digital Discipleship process. What are you saying when you engage in conversations, comment on photos and chat in groups? Corporate Church
Content CuratorsThose who have a platform and they gather content to then share it.
As a church, we struggle a bit more within this area of the Digital Discipleship ecosystem. And because we exist in a crowded, noisy space, this area requires more savviness than we’ve often exhibited in the past. Click here to read the full, original article. Re-posted with permission from digitaldisciples.info. To learn more about Digital Discipleship and Evangelism, check out our helpful guide. Jamie Jean Schneider DommDigital Strategist for the North American Division. In other words, don’t be like Bob and push that button, because you could be limiting your options, wasting your ad dollars, and curtailing your desired results.It’s tempting. It’s easy. You can push that blue boost button right from your phone, and you imagine that you’re expanding the reach of your post beyond your wildest dreams. Well, you’re not really. Let me explain. If you’re new to social advertising, boosting a Facebook post is appealing because it’s easy to access and simple to set up. But if you’re on a limited budget and looking to maximize your results within a target audience, boosted posts are not the way to go. This blog post will discuss why you may end up wasting your precious ad dollars when you boost, the enormous value Facebook Ads offers your ministry through other, more effective campaign objectives and targeting, and the rare situations in which it’s okay to push that boost button. The Facebook Ads platform is king when it comes to social advertising, and it can be your secret weapon for delivering your message effectively to your target audience. Whether you’re a tiny ministry or a for-profit Fortune 500 company, Facebook’s advertising platform delivers unrivaled value (as of May 2019) in terms of precise targeting, customizable advertising, and affordable buys for any budget. It offers more psycho-demographic information about your audience than any other advertising platform, including but not limited to: interests, behaviors, household income, age, gender, religious or political beliefs, relationship status, occupation, age of children in the home, etc. The possibilities are almost endless. However, the boosting interface (remember that blue boost button?) strips these targeting options down to a minimum and limits your ability to combine and exclude targeting filters. While boosted posts make advertising easy for the newbie, most of the boost advertising options are purposefully limited. You will not be able to leverage the full power of Facebook Ads targeting with optimized results. Facebook Ads manager offers more than 17 marketing objectives that are not available in the boosting interface. Choosing the right objective for a highly targeted audience produces a winning combination that will stretch your ad dollars while maximizing results. Conversely, boosted posts frequently cast the net too wide for small budgets to create impact among a desired demographic. To summarize, here are the three reasons to avoided pushing the boost button:
When is it a good idea to click the boost button?
To achieve good results with your social advertising campaigns, you must embrace good advertising practices. That means doing social advertising the right way: through Facebook Business or Ads manager. It is a very user-friendly tool, and the results will make the learning curve worth it. As Christians, this is also embraces good stewardship. We should take the time to learn how to use the tools at our disposal in a way that optimizes the funds we have been blessed with to do God’s work. To view all of Facebook’s targeting options, check out this useful infographic from Wordstream.
Jamie Jean Schneider DommDigital Strategist for the North American Division. Feel free to adjust to your community needs. Depending on your audience, you may want to consider a more casual tone. We’re excited that you have decided to join our online small group/discussion forum. To make this a positive and safe environment for all, please consider the following guidelines and recommendations that will help us get the most out of our shared experience.
Consequences: Appropriate action will be taken when these guidelines are violated. A warning may be given but is not guaranteed; in severe cases, violations can mean removal from the group. Community members should voice concerns and report behavior that violates the guidelines to the administrator via private message. The administrator reserves the right to remove inappropriate comments or content without notice. Agreement: By joining this community, you are considered to be in agreement with the terms and conditions listed above. As the mediator/leader for this online group, I commit to:
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Jamie Jean Schneider DommDigital Strategist for the North American Division A model for everyday ministry to real people and how to use social influence for kingdom building as it was demonstrated through the life of Jesus Christ. During His three-and-a-half-year ministry, He:
Credit: Digital Discipleship in the Seventh-day Adventist Church modified by Jamie Domm, Digital Strategist for the North American Division In this model:
Individuals who are seeking to serve as digital missionaries can fulfill all these roles on their own or work within a network of digital missionaries to optimize reach, build community, and share content. By creating an ecosystem of digital missionaries, they can capitalize on each other’s areas of specialty through mutual collaboration and shared social influence. A group of digital missionaries can learn as a group and adapt to changing technologies, increasing their ability to address relevant topics in a timely manner. Organizations can provide structure for content creation that reflects the official mission and branding of a ministry. An organization should also develop a system for distribution internally and externally, as well as determine ways to tap into the reach potential of its members. Ministries can also set up teams of engagers who work within the brand structure to strengthen the relationships within the church community and/or who are trained to act independently as disciples, developing relationships outside of the Church for the purpose of evangelism. These organizations can also interact within the larger organizational structure of the Church to create a multilayered ecosystem of content creators, distributors, and engagers. Each organizational level both creates and distributes content through their digital channels: up the chain, down the chain, and to the external audience. Each formal organization should also have a team of engagers to interact with the online community. In terms of the local conference and churches, the role of the engager will need to go beyond the digital space for in-person experiences. The function of each layer of the Church can be summarized as follows:
Felecia DatusThe Center for Online Evangelism is a missionary project devoted to developing online mission stations. Four Action Steps to Get Involved in Online EvangelismYou’re on your way to becoming a digital missionary! This is the final post in a four-part series where we aimed to break down online evangelism. Now that you’ve gone through what online evangelism is, its importance, and the role each individual can play, learn what you can do today to get involved. 1. Pray and Ask for the Holy SpiritIn Acts 1:8, Jesus Christ promised to give us power through His Holy Spirit so that we could be His witnesses to the ends of the earth. This includes the online world. Arm yourselves with humility; pray that angels of God may come close to your side to impress the mind; for it is not you that work the Holy Spirit, but the Holy Spirit must work you. It is the Holy Spirit that makes the truth impressive. Keep practical truth ever before the people. – Testimonies, vol. 6, p. 57. (1900) 2. Actively Engage in a Digital Evangelism ProjectBe intentional about using your time, energy, and gadgets for soul-winning. Consider the gifts, talents, and resources God gave you and then choose a project. Learn how to start one here. Here are 10 personal digital mission projects you can start today:
3. Support a Digital MissionaryYou can support a digital missionary financially through their Patreon accounts or ask them how you can help their ministry. Supporting is not limited to financial contributions. Encourage digital missionaries with your prayers and words of encouragements. Those go a long way in helping to fight daily trials. If a digital missionary makes a mistake, there are Christ-like ways to deal with the matter instead of condemning criticisms. Also, engaging and sharing a digital missionary’s content helps tremendously. A supportive role is just as important as an active role. 4. Educate YourselfMany people exclude themselves from the work of digital evangelism because they feel it’s “too techy” or they don’t know “computer stuff.” Surprisingly, digital missionaries who have the most impact have little to no background experience. Many did not receive formal training in the area of communication or media. These individuals were willing to be a part of the Great Commission and then took tangible steps to learn basic skills. Many taught themselves to edit audio and video, use a camera, design graphics, take photographs, and speak in front of a camera. You can subscribe to The Center for Online Evangelism newsletters, watch how-to videos, attend conferences, take online courses, or attend free webinars. The NAD’s Big Data + Social Media department provides articles, downloadable guides, and training videos as well as a newsletter. The best part? They’re all free! Anything that a member needs to become equipped to do this work is already available. So, What's Stopping You?“And this gospel of the kingdom will be preached in the whole world as a testimony to all nations, and then the end will come” (Matthew 24:14). “Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit (Matthew 28:19). May it not be said of this generation that we bypassed sledgehammers and chose feathers to crush rocks. Our devices are sledgehammers to break down barriers and show the world Jesus. Let’s be wise to use our gadgets effectively to accomplish the most in spreading the Gospel and to tell the story of the Seventh-day Adventist movement. Let every worker in the Master’s vineyard, study, plan, devise methods, to reach the people where they are. We must do something out of the common course of things. We must arrest the attention. We must be deadly in earnest. We are on the very verge of times of trouble and perplexities that are scarcely dreamed of. – Letter 20, 1893. Previous posts in this series:
Felecia DatusThe Center for Online Evangelism is a missionary project devoted to developing online mission stations. We continue our overview of digital evangelism. If you haven’t already, read part one about the keywords in online evangelism. Also, read part two where we cover the three main reasons why digital evangelism is very important. In part three, we review the role that each person and institution play in advancing the mission of online evangelism. The Role of the Holy SpiritNo doubt, digital evangelism (or digital discipleship) calls for the development of many skills such as writing, editing, design, and creativity. Though certain aptitudes help tremendously with creating content for people online, one may master these skills yet lack power. We must never underestimate the need for the Holy Spirit. Without the Holy Spirit, the biggest budget and most detailed strategy will not work in saving souls. A video may be perfectly edited and a blog post may be meticulously written, but without divine power, souls cannot be won. Our skills, experience, or ads will not convert hearts. But Jesus promised to give power to His workers when they are filled with the Holy Spirit (Acts 1:8). Digital Missionaries must spend more time in prayer asking God for power to bring in a harvest. The Word of God must be constantly consumed. The content we create must flow from the Truth of His Word. Allow the Holy Spirit to play His part. The Role of Church Pastors and LeadersIf our ministers realized how soon the inhabitants of the world are to be arraigned before the judgment seat of God, to answer for the deeds done in the body, how earnestly they would work together with God to present the truth! – Letter 43, 1902. Leaders must, with all diligence, encourage their members to take up their own portion of the Gospel work and do it with the power provided through the Holy Spirit. If our leaders and pastors show an interest in the mission work being done online, their congregations will also follow suit. Pastors, you could reach thousands more if you incorporated digital evangelism into your ministry. Record your sermons and make them available online. Encourage your department heads to create content that can be published on the web. Ensure that your communication department receives the budget to properly advertise the church’s services and events online. Create online evangelism training opportunities for members. Make certain that your church has an effective online presence. Your church does not need to be active on all platforms. Choose one and effectively invest resources into that platform until the Spirit opens the way for you to expand your online reach. By so doing, a church of 100 can grow to include thousands of online members who may not have access to a local Adventist church. Use every opportunity to motivate your church members to use their devices for a greater purpose. If training is needed, there are workshops, webinars, and online resources available to churches and leaders. The Role of Educational InstitutionsTrue education is missionary training. Every son and daughter of God is called to be a missionary; we are called to the service of God and our fellow men; and to fit us for this service should be the object of our education. The work of digital evangelism is specially crafted for today’s youth. Those who oversee their education can do a great deal to ensure that students are properly equipped to serve God online. Remind students of the greater call on their lives to be missionaries in their career fields. Teach them to look beyond the temporal returns of a salary and promotion, toward a more glorious reward; the saving of souls. Instructors can wisely use their position to admonish students to be Godly influencers in their online circles. Adventist schools have an opportunity like no other institution to help students untangle themselves from time-wasting habits and engage in intentional digital discipleship. The Role of ParentsParents are putting powerful tools in the hands of toddlers and children. Tablets and iPhones are fast becoming the gift of choice for teens. This generation does not know life without the internet, social media, iPads, and cellphones. If youth are able to have their own device, they are also able to do online evangelism according to their ability. Parents and guardians can inspire their children to use their gadgets to positively influence their friends. Instead of discouraging the use of social media, show your young ones how a noble use of their online powers can bring joy to their heavenly Father. In an age of cyberbullying and suicide among teens, Adventist youth trained in online evangelism can help bring hope to other young people online. The Responsibility of Every DiscipleThe disciples were to teach what Christ had taught. That which He had spoken, not only in person, but through all the prophets and teachers of the Old Testament, is here included. - The Desire of Ages, p. 826. Church members are disciples of Jesus. Disciples are continuously on the move, following Christ and calling other people to live as He did. They are actively engaged in or supporting mission work. The online world is languishing because we are not doing enough individually as members and collectively as a church. You and I will be held responsible for not using every means necessary to share the Gospel with our relatives, neighbors, and friends. Members must move on from the erroneous belief that evangelism is an event that is organized by specific individuals in the church. Evangelism is like a living portrait; every member of the local church must intentionally work in his colors so that each church can show a beautiful depiction of the Gospel. As a member of the body of Christ, the Lord blessed you with an exceptionally precious truth for this time. With a sense of urgency, make decided steps today to be more diligent in online work. Read part 4, where we explore practical steps you can take today to be a part of online evangelism. Previous posts in this series:
Breaking Down Online Evangelism (Part 2) - Why Digital Evangelism Is Needed and Why Are We Behind?4/16/2019 Felecia DatusThe Center for Online Evangelism is a missionary project devoted to developing online mission stations. Why is Online Evangelism Important?In part 1 of the series, we covered the basics of online evangelism – what it is and some common key terms. Now, we’re reviewing three main reasons why this branch of evangelism is critical, especially in the digital era. Reason 1: We Need to Change the Online Story.You can probably think of someone who researches Seventh-day Adventists online, only to conclude that we are a “cult” and follow the teachings of a “false prophet” more than the teaching of the Bible. Why do so many people believe this? Because of negative content widely available on the internet. 60% of visitors stop attending evangelistic series because they, or someone they know, came across websites or videos that painted Adventism in a different light. Online evangelism helps ensure that when people search for us online, they find credible websites about our church, beliefs, educational institutions, hospitals, and ministries. Reason 2: We Need to Save More Souls.So many people are living and dying without hope in Jesus. Think of your relatives, friends, neighbors, co-workers, or classmates; have they all heard the Gospel? What about the people at your local grocery store or bank; are they saved? There are many of them who have yet to have their sins forgiven by Christ. At the Second Coming, only those who have accepted Jesus as their Savior will be saved. Homeowners are no longer opening their doors to canvassers as they used to and handbill invitations to attend church seem to go unnoticed. However, a video on YouTube or a blog post might be the key to pointing a friend or relative to Jesus. Online evangelism increases the likelihood of them coming across an opportunity to have a personal relationship with Jesus, thereby more people can be saved. Reason 3: We Need to Be Relevant.While the Gospel message never changes, how we deliver that message will change. Today, no one would advocate traveling on horseback from state to state to preach the Gospel. This method was most effective during an era where a messenger traveled as fast as the fastest horse. Today, cars, trains, and planes have provided more effective ways to travel. If we wish to remain relevant and effective in carrying out the Great Commission, we must learn how to use the platforms that will get us in touch with the masses. Today’s evangelistic efforts must be appropriate to the current time, period, and circumstances. Why Are We So Far Behind?Aesop’s fable about the tortoise and hare gives an idea of why we are lagging behind when it comes to using the most revolutionary methods to share the Gospel. It seems we, as a church, became very comfortable with the progress we were making and mistakenly assumed that we could slow down. But in resting, we became lukewarm, not only in our own spiritual growth but in our efforts to win souls. Also, we hesitated to accept emerging technology and failed to see how these new digital means of communication could be used for a higher, nobler purpose. We are far behind in online evangelism because we are constantly shifting the mission responsibility to someone else instead of recognizing our own personal role to help finish the work. We’re playing Holy Volleyball; instead of dropping the ball, we’re getting worked up tossing it on the other side. Members toss the ball to leaders, leaders toss it to workers, workers toss it back to members, and so it continues. But all hope is not lost. Online Evangelism Is Growing.As Seventh-day Adventists begin to see the significance of online evangelism, members are jumping at opportunities to become online missionaries. Today, digital disciples like Greg Serada, Mark Fox, Justin Khoe, and Dustin Pestlin are collectively accumulating millions of views on YouTubers. Jasper Ivan Iturriaga impacts the online world through stunning photography. Taj Pacleb and Kenisha Simms produce beautiful devotional videos. Santiago Nuñez creates inspiring graphics, Aleksandar Popovski uses his creativity, Kaleb Eisele shares our collective stories and builds community, Alistair Huong manages a hub for online sermons, and the Aus Table Talk team and other podcasters address relevant issues through their podcast. These are only a few among many others who are using their talents in the digital space for evangelism. And God’s grace was so powerfully at work in them all (Acts 4:33 NIV). The Clarion CallNow, there is a clarion call to every member, worker, and leader to either be directly involved in online evangelism or to support digital missionaries. We must stay up to date with the times so that we can utilize all avenues possible to preach the Gospel and Three Angels Message to the ends of the world. We can no longer afford to remain on the sidelines of evangelism. In part three, we'll explore the role each person can play in online evangelism. Click here for more resources on Digital Evangelism and Discipleship. Previous post in this series:
Felecia DatusThe Center for Online Evangelism is a missionary project devoted to developing online mission stations. IntroductionWe’re one day closer to the return of Jesus Christ! Now as awe-inspiring as that is, it also evokes a lot of thought about how many people have yet to know Him personally. Online evangelism is one method that is proving to be very effective in pointing more people to the Savior. This series of articles will explore what online evangelism is, why it’s important and how you can get involved. More ResourcesThere are other key players to help us understand online missions. Check out this series by Jamie Domm from the North American Division and this descriptive blog post by Rachel Lemons-Aitkens from the Seventh-day Adventist Church in Australia. Also, we made this series available for download. Scroll down to the end and download the entire presentation for FREE! Now let’s jump right in! What is Online Evangelism?Online evangelism is the systematic and intentional use of internet platforms to spread the Gospel to the online population. The goal is to introduce people to Christ and then connect them to a church family. You may see the terms digital evangelism and online evangelism being used interchangeably. Both cover various evangelism strategies that require the use of the internet, cell phones, laptops, video cameras, and other modern technologies. Click here to see how these and other digital missionary terms are defined. Traditional Methods Not to Be ReplacedIt is important to note, digital evangelism should be incorporated with traditional forms of evangelism – it does not replace traditional methods such as canvassing, tent meetings, or distribution of tracts. Gospel workers should survey their field and use the methods that would be most effective. Is Digital Discipleship Different?Another term you may come across is digital discipleship. It is “a movement to make disciples and inspire people to grow in discipleship.” Rachel Lemons-Aitkens explains three categories of digital disciples; content creators, content distributors, and content engagers. So whether you say online evangelism, digital evangelism, or digital discipleship, all of the terms involves working with people online (directly or indirectly) to propel them toward a strong relationship with Jesus Christ and bring them into a community of faith. Key Terms in Online EvangelismDigital Marketing Digital Marketing incorporates strategies such as content marketing, search engine optimization (SEO), online ads, social media strategies, and other online methods to help churches and ministries rank higher in search results. That way, thousands more are blessed. It is imperative to understand that online mission work must incorporate some form of digital marketing. For example, you may have an online Bible study group (your mission work) but you can get more people to join the study by running Facebook ads, creating social media graphics, or optimizing your website. Content Marketing Content marketing refers to the production and distribution of online material that elicits interest in church or ministry services, rather than direct publicizing and promotion. Materials can be blogs, videos, podcasts, or graphics. Search Engine Optimization Proper SEO goes a long way to ensure that websites showcasing our churches and other institutions are found by online seekers. Without SEO, quality information about Adventists remains hidden away online. Learn more and download our SEO Guidebook. Online Advertising Online ads (e.g. Facebook or Google ads) reach far more people than any other form of advertising. Churches can launch Facebook ad campaigns to promote evangelistic campaigns, community events, or any other program being hosted by the church. Ministries can recruit more supporters and get more donors through digital ads. The truth will be made so prominent that he who runs may read. Means will be devised to reach hearts. Some of the methods used in this work will be different from the methods used in the work in the past; but let no one, because of this, block the way by criticism.– Review and Herald, Sept. 30, 1902. In part two, we will further explore why digital evangelism is desperately needed. Click here for more resources on Digital Evangelism and Discipleship.
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