Jamie Jean Schneider Domm
Digital Strategist for the North American Division
Traditional marketing and evangelism takes a linear approach, starting with attracting “leads” and eventually aiming to convert people into members. While this strategy worked for a long time, the world has changed dramatically in the past few decades. It no longer makes sense, nor is it effective, to group people together into one-size fits all categories and then take a cookie-cutter approach to encouraging spiritual conversion. In addition, the assumptions we make about people groups can often be misleading or even harmful. Therefore, we must fundamentally change the way we approach evangelism.
Understanding Modern Audiences
Your average person is just as likely to have moved several times, as to have continuously lived in the community they were born, surrounded by a homogeneous collective of people who share the same culture and life experiences. The "simple life" has given way to something more complicated, and, perhaps, messy. But even for those who have never changed their geographical location, people are now globally connected through social media in ways that were unheard of just 20 years ago. What this means is that we now live in a world of intersecting cultures or communities. These cultures are potentially endless in variety, but we’ll unpack a few in the next section on target audiences.
The concept of cultural empathy is well known in the physical mission field. Evangelism experts know that the best way to reach a community or people group is to empower a member of that community to evangelize to their own. Or at the very least, speak the language of the people and show sensitivity and respect to their cultural paradigms. Non-native members of a culture group must sincerely seek to understand the community and reach them where they are in a way that is relevant. We have forgotten this principle when it comes to online evangelism and online communities. While digital evangelism or discipleship is a new concept for the Church, we can remember and apply tried and true bits of wisdom previously uncovered by experienced evangelists and geographically focused missionaries. Digital tools are a way to magnify the reach and impact of traditional and friendship evangelism, not necessarily replacing it. Digital platforms allow us to scale up our efforts in a low-cost way.
The apostle Paul admonishes us to “become all things to all men, that I may by all means save some” (1 Corinthians 9:19-23 NASB 1977). To accomplish this in modern society, our definition of culture needs to be expanded. Many now find themselves between cultures and functioning in multiple online and offline communities simultaneously. The old marketing strategies of putting people in target groups based on a few identifying factors is no longer reflective of reality.
People no longer fit into neat categories based on surface-level descriptors such as location, race, gender, language, and interests. We must connect with audiences on a deeper level based on unifying needs and core values that transcend standard marketing categorizations. Digital tools can enable us to understand the drivers behind the actions, beliefs, concerns, needs, and values of larger groups, better positioning us to serve them in a relevant way. If we can do this, our audiences will be loyal to our Church brand, because we resonate with them at the core of their worldview. We’ll unpack how to better reach, understand, and effectively communicate with target audiences in the next few sections of this guide.
To reach younger generations, we must take an integrated and holistic approach that considers the complexities of modern life and relationships. The components of the traditional model are not dead. Many of these steps are still in play; we just have more resources to reach and interact with people in ways that are relevant to their unique situation. Digital communications is a means to amplify our messages and spiritually feed people seven days a week. In other words, the linear model has given way to a multi-faceted process that can start and stop at various points, with many key entry and engagement points. When we take a holistic approach to understanding our audiences better and use this knowledge strategically to combine traditional with digital strategies, we can fish 24/7 in a much larger pond.
The kingdom of God is an all-day, every-day pursuit. His church should be the same online as offline. After all, church is not a program to watch, but a people to be. Success should not be measured by counting people in a building, but, rather, by whether or not we’re building a kingdom.
Digital Evangelism Modified Funnel
Another marketing concept we can use to understand the modern process of evangelism is a funnel, where every person is channeled toward the goal which traditionally has been “become a member.” While people can enter and engage at different levels of the funnel in multiple ways, movement toward (and beyond) this goal is the basic principle of the funnel model. Every single transition involves an ask, either implied or explicit. With every reduction in the funnel size, there is an implied exit of people. Every person has the option of moving forward down the chain, living at a stage for a period of time, or deciding to leave the process altogether. We must give easy calls-to-action and lead participants in a way that makes moving to the next step a no-brainer. Eventually the goal is for members to become active disciples who then become part of the funnel mechanism as content creators, distributors, or engagers as talked about in section 3. This is why this modified funnel fans back out at the base and loops back around. The foundation of this marketing paradigm is built on continuous discipleship and integrated strategies, utilizing a wide range of evangelistic strategies.
The Modern Seeker’s Journey
To help us better understand how the modern world of analog and digital experiences interact to move someone through their spiritual journey, we can consider a systems-thinking tool called journey loops.
“Systems thinking is a holistic approach to analysis that focuses on the way that a system’s constituent parts interrelate and how systems work over time and within the context of larger systems. The systems thinking approach contrasts with traditional analysis, which studies systems by breaking them down into their separate elements… According to systems thinking, system behavior results from the effects of reinforcing and balancing processes” (Margaret Rouse, Techtarget.com). A system is a group of distinct elements that are interrelated and organized to achieve a common purpose or goal.
These steps or loops do not necessarily go in order. A seeker can start at any point, skip sections, leap from loop to loop, and even backtrack. Each loop and experience feeds back into the other steps in the process to help reinforce the journey. I personally started in the “Think” (Consideration) loop, then the “Care” (Relationship/Service) loop and then visited a local church as part of the “Do” (Visit/Engage) loop. This causal loop system is not a perfect representation of the process, but it helps visualize what is actually happening in a complex system or, in this case, journey.
In today’s world where people are turning to the internet for answers, the first two parts of the journey are primarily spent in the digital space. Based on the person’s situation, they may or may not transition to an in-person experience, though that is always the one of the goals of this process. However, it’s important to recognize that experiences in the “Care” and “Stay” loops are just as relevant in the digital space. Therefore, we must seek to find ways to extend the Church experience online, because the in-person experience may not always be possible, at least in the short-term.
How the Modern Seeker’s Journey fits into the Digital Discipleship and Evangelism Model
Reflecting back on the Digital Discipleship and Evangelism model, we can see how the three roles or types of digital evangelists can work together to help guide a seeker through a journey of spiritual growth.
Distributors help push out content and messages to help initiate the “See” (Awareness) step and can also function within the “Ministry and Discipleship” loop, using digital tools and technologies to share content within their sphere of digital influence, which, in turn, contributes greatly to the “Research and Discovery” stage.
The role of content creators is to package the gospel message and teachings of Jesus into various digital-friendly formats, such as: video, blogs, images, podcasts, etc. The resulting content is vital to the growth and decision-making of a seeker within the “Research and Discovery” loop. This content, combined with the role of engagers, can serve as a catalyst to move a seeker to the “Do” (Visit/Engage) and “Stay” (Become a Member) steps.
Engagers are empathic individuals within an organization, or operating independently, who engage in online conversations for the purpose of building meaningful relationships, better understanding needs, and determining meaningful ways to serve others in the community. The engager role spans across multiple touchpoints in the modern seeker’s journey and plays a vital role in moving a person towards taking an action and, ultimately, to a faith-based commitment. Social media provides a unique opportunity for long-term member care that can enhance and strengthen the relationships your ministry cultivates with members and the community. We know that connection and relationships is what builds a strong faith community and keeps people in the Church. To that end, engagers are vital to the “Loyalty and Personal Connections” loop as well as the “Do” (Visit/Engage) step and even an integral part of securing a seeker’s long-term desire to “Stay” (Become a Member) of a faith community.
Every opportunity to connect is an opportunity to advance the kingdom of God. Our digital voice may be the only opportunity a seeker has to see Christ’s love demonstrated in their life. We as a Church should strive to create connections and take a comprehensive approach to facilitating the seeker experience, treating people online as if we’re talking with them face-to-face. Their online interactions with you should make them want to experience your faith/mission in person. Then, when they to come for that onsite experience, it should be a continuation of the positive relationship that has been built with them online. There should not be a disconnect between how a person is nurtured in the pews and how they are treated online, or vice-versa.
Jamie Jean Schneider Domm
Digital Strategist for the North American Division
I am often asked if digital communications can really make a global impact when only around 42% (as of June 2019) of the world’s population is on social media. This question always reminds me of one of my first campaigns for the Church.
In the summer of 2016, I worked with “Your Best Pathway to Health” to help create community awareness for the free mega-health clinic that was coming to Beckley, WV, the heart of Appalachia. A quick search in Facebook Ads manager revealed that around 200K people within 50 miles of the convention center where the clinic would take place, were on Facebook. With a small budget of $200, I started a community awareness ad campaign targeted at those living within driving distance of Beckley. This digital effort was part of a larger multi-channel campaign that included newspaper ads, 30K+ hand-out flyers, and other traditional media.
Can We Really Reach Those People?
It is said that “familiarity breeds contempt” or, at least, presumptuous behavior. Soon after launching the campaign, I received a call from a long-time friend who felt very strongly that I was out of line to use Church funds for this digital campaign, and that I was out of touch with the realities of this community. After all, “this was Appalachia, and those people don’t even have running water and electricity.” After two hours of conversation, I still call her friend, because this was a teaching and learning moment. I had an opportunity to share the potential this technology offers for our mission, as well as gain a better understanding of the cultural paradigm I was up against (in terms of encouraging the Church to embrace digital strategies and the perceptions that may result). What she didn’t know was that I made a decision based on data and not assumptions about the “least of these.” In fact, she didn’t know that I had been raised in the same economic class she felt I was so disconnected from.
I asked her one simple question: do you know someone who is not on social media? She said yes. I followed up with something like, “If you saw an online advertisement about free medical treatment with no strings attached, and you knew they needed help, would you tell them?” Without hesitation, she responded, “Of course!” One question and response summarized my strategy.
What I had done was make a strategic decision to activate the sharing power of the 200K people who were online and, most likely, connected to others in the community who were not on social media. It’s human nature to share a good thing when we see it, especially with those we care about who need the services offered.
According to an extensive study conducted by the New York Times, 94% of people share content online because “they feel the content will improve the lives” of others. This act of sharing goes beyond the digital space.
“Then, leaving her water jar, the woman went back to the town and said to the people, ‘Come, see a man who told me everything I ever did. Could this be the Messiah?’ They came out of the town and made their way toward him” (John 4:28-30, New International Version).
However, my ten years of digital marketing experience was entirely secular. I had never done an advertising campaign for a church project before, and consequently prayed a lot in the weeks leading up to the clinic. When the event began I was overjoyed at the testimonies of people who said their family member, friend, or neighbor saw an ad online and told them to come. According to the exit surveys, social media outperformed all the traditional advertising, and was second only to referral by friend or family member. Based on the anecdotal testimonies, word-of-mouth (friend/family) was also largely driven by the social media campaign. Click here to learn more about this case study in community awareness.
Social media is the modern School of Tyrannus, a place where the ancient Ephesians gathered to engage with new ideas, pass the time, share thoughts, and participate in discussions. Paul spoke at the School of Tyrannus in Greece for two years (Acts 19:8-9), essentially getting the gospel to go viral in his day. (A podcast about Paul’s influence at the School of Tyrannus by Dee Casper, Brand Evangelist, ARTV, can be found HERE).
“This took place for two years, so that all who lived in Asia heard the word of the Lord, both Jews and Greeks” (Acts 19:10, New American Standard Bible)
Paul stayed in one place, and yet his teachings spread. How did this happen?
Ephesus was an important port for trade and commerce (like the internet), attracting people from all over the Roman Empire. People would come and hear what he had to say, go home, and tell others what they’d learned. In today’s terminology, they hit “Like” and “Share” on social media, and their friends and family were exposed to Paul’s teachings of the gospel. Social media has the potential to do this on a much larger scale. By reaching the connected, we can reach the unreachable.
In other words, if approximately 42% of the world’s population is on social media, it’s highly likely that they know the other 58% of the world or know someone who is connected to someone who is not on social media. You get the idea.
What starts in the digital space, isn’t confined to the digital space.
We must put our assumptions about those people aside (whoever those people might be), and work with who we can reach.
Evangelism experts tell me that the best way to reach a community or people group is to empower a member of that community. Your average person is just as likely to have moved several times, as to have lived and died in the community they were born, surrounded by a homogeneous collective of people who share the same culture and life experiences. The "simple life" has given way to something more complicated, perhaps messy. Even for those who never change their geographical location, they are globally connected to people through social media in ways that were unheard of just twenty years ago. What this means is that we now live in a world of intersecting cultures and communities.
The city of Ephesus experience is now reflected in every major city in the world and online.
I, myself, am a mid-western transplant to the D.C. metropolitan area. There is still no cellphone reception in my home town. My parents access the internet and phone through satellite. Until recently, our roads were unpaved, and my family was on well water. I go home once or twice a year and call my parents regularly (when the satellite phone is working). I had never heard of Adventism until I went to college; now my parents are closely connected to two Adventists (me and my husband). During our conversations and interactions, I share my experiences and new ideas. While my home town is not as remote as some other countries or communities that still exist in the world, the concept is the same. We can reach people online who have migrated to the digitally connected parts of the world. These people probably maintain ties to their home communities in some way, and since they are from that community, they are in the best position to share the gospel within the cultural norms, language, and expectations of those communities. When they visit their friends and family, they can share the gospel just like the ancient citizens of the Roman empire did back in the first century.
This is how we can obtain global impact through digital communications. It’s the same strategy that Paul leveraged, but scaled up by modern technology.
According to Pew Research, the most racially diverse Christian denomination in North America is the Seventh-day Adventist Church. We are truly a global movement that has yet to realize the full potential of modern technologies. Our challenge is not to just reach those who are online, but to also activate the online and offline sharing power of those we connect with. The membership of the Adventist Church is perfectly positioned to reach the around the world to every nation, tribe, people, and tongue with the gospel message.
And for those isolated communities with, assumed, no access to the outside world, give the Holy Spirit a little credit for being able to carry the message the rest of the way.
If the message went global in Paul’s day without the help of modern technology, let’s not assume limitations on the Holy Spirit in our day.
We aren’t expected to accomplish this mission alone, but we are called to “Go into all the world and preach the gospel to all creation” (Mark 16:15, NIV). The world now includes the digital space. We need to dream bigger when doing God's work. Can you imagine what would happen if each of us committed to sharing the gospel online for two years? And remember, it's not like we have to physically go somewhere, or even leave the couch for that matter! Who knows where God will lead us when we step out in faith.
The Center for Online Evangelism is a missionary project devoted to developing online mission stations.
Before going full throttle on SEO implementation, it’s important to set expectations and develop a clear understanding of what is needed. To be successful, you must approach SEO strategically and be very intentional about developing a long-term plan to maintain best practices.
The first step in SEO care is to keep up to date on the industry. Things change fast—both in the ways people search for and consume content, and in how Google continually seeks to improve its process based on people’s changing behavior. What worked yesterday may not work next month.
What’s more, businesses tried to cheat the system and developed many SEO techniques now considered “black hat.” These practices are now heavily frowned upon and will get your site penalized by Google, causing your ranking to plummet which can be challenging and expensive to recover from. Unfortunately, these “black hat” techniques still circulate online, and are often advertised as tips and strategies. It’s important to know what these techniques are to avoid being misled.
To safeguard your SEO efforts for your organization, we’ve compiled the top 9 SEO myths that persist today, and what you should do instead.
Myth #1: “Get a sweet SEO setup, then relax and enjoy great traffic and engagement.”
SEO work is never done. Just as a business requires ongoing management in order to adapt to market changes, to implement customer feedback, or to update technologies to stay competitive, SEO is an continually evolving process. While setting up a strong SEO foundation is essential, know that investing a lot of time and/or money in this area doesn’t mean you can set it and forget it.
As part of your overall SEO grand strategy, include a plan for ongoing SEO that will enable your organization to constantly grow, adapt, measure, learn, and grow some more.
Myth #2: “If you do these things, you’ll rank on page 1 in 3-6 months...”
Maybe you’ve received one of these ads or phone calls, offering SEO services that guarantee a high ranking––fast. Lofty promises in a short time are a major red flag. No one, not even Google, can guarantee rankings.
Also, ranking for what? For which keywords? And which specific page of your website? Beware of vague qualifiers.
There are numerous factors involved in search engine ranking. If your organization is in a competitive niche, it can take years of consistent work to rank on page one of Google search results. A solid SEO strategy takes time and patience.
SEO is a long game, but it’s worth it because of the potential for eternal good. Knowing that millions of people are actively searching for spiritual answers online, yet not being led to Adventist websites and resources, how can we pass up this incredible opportunity?
Like any marketing approach, search engine optimization requires a long-term, flexible strategy that allows for measuring, testing, and adapting over time. Throughout this process, your organization can grow in authority and engagement, maintain relevance, and reach more people every day.
If you do receive a solicitation offering vague and unrealistic SEO results, we recommend politely declining. No one from Google will call your organization, and no one can promise specific results for an up-front, flat fee.
Remember that the principles of Authority, Credibility and Trustworthiness, coupled with quality content creation and careful monitoring of what your target audience wants, are the true foundational blocks that effective SEO is built upon. Anything that feels like a short-cut should make you hesitate, and anything that sounds too good to be true probably is.
Myth #3: “SEO is for the IT department. Let them handle it.”
The internet is a media channel, just like radio or TV. However, this medium has surpassed all others in popularity, accessibility, and potential for outreach and mission work. A marketing and ministerial approach is needed to tap into its potential, not necessarily technical knowledge.
The foundation for effective online outreach follows the principles of advertising and marketing, but through a ministerial lens. Implementation of inspiring online content requires careful study of what works and doesn’t work and research to understand the needs of the consumer (or to the seeker). For an organization to use the internet for content marketing and outreach, you’ll need someone willing to spearhead corporate digital marketing and content creation with the goal of ministry. An IT department’s goal is to ensure that an organization’s computers and network are functioning efficiently, so the organization can accomplish its mission. Since many church organizations requires employees to wear many hats, it is very possible that the SEO strategy duties could fall to an IT employee, but it requires an additional set of communication and marketing skills than might be needed in traditional IT professional roles. Investment in a dedicated digital marketing strategist is wonderful, but in cases where personnel are called to do double (or triple!) duty, make sure they are empowered, encouraged, and equipped to prioritize SEO strategy.
While some organizations do have web developers categorized as IT, SEO also extends well beyond web development. Developers typically take their SEO cues from the content strategists and SEO specialists.
While this is a new “department” for our ministries to factor in, the outreach potential makes it necessary as the Church begins to prioritize technology for the gospel. Combining up-to-date marketing strategies and professionals with forward-thinking, media-savvy pastors and evangelists would magnifying our impact exponentially.
Myth #4: “Don’t worry about all the technical SEO stuff. Just create good content.”
Creating good content is a must, but without intentional promotion or a strong SEO foundation, that good content and the effort it takes to create risks going to waste.
SEO specialists and web developers can help you set up analytics tools you’ll need throughout the SEO process. There are slight adjustments to coding or plugins that can make a significant difference to rankings, as well as fix undetected website errors that may be harming Google’s ability to crawl your site. These adjustments do require some technical knowledge to address, but the information and instructions you need can often be a mere Google search away.
Additionally, since SEO specialists’ first order of business is to keep up on the industry, if anything changes, they’ll be the first to know about it. It may be months until it gets into the radar of content creators working on their own, and by then, an unanticipated algorithm change could have already done some damage to your ranking. If your organization doesn’t have the budget for an SEO specialist, then it’s even more important to dedicate time to research and self-education in order to stay up to date on your SEO management.
SEO works best as a team effort, with multiple points of view working together to craft the best content, supported by the best systems and technical framework. So if you can’t hire a company or specialists, develop a team internally that can focus on different SEO needs.
Myth #5: “It’s all about using lots of keywords that get traffic.”
Since keyword research is so foundational when developing an SEO strategy, some less-experienced businesses or individuals think they can make shortcuts by using repeated words. As mentioned before, “keyword stuffing” is now considered “black hat” SEO that attempts to cheat the system. Google will not prioritize keyword-stuffed content in its rankings, and your site may even get penalized, causing it to not show up in search results at all.
However, including keywords in natural moderation is still a valuable practice. Right now, Google focuses on thorough topic coverage, natural language, and searcher intent. Quality content writers and skilled SEO specialists can easily formulate a content strategy that leaves keyword-stuffing in the ashes.
Myth #6: “Our website is awesome. We don’t need to worry about all this extra SEO stuff.”
You may have the sleekest, more vibrant website on the market, but if it’s not optimized to be found in searches, who’s going to see it? Unfortunately, this “if you build it, they will come” mentality has greatly limited our ability to get our messages of hope and wholeness in front of the very people seeking it online.
Displaying your website on your signage, print materials, and emails is an important part of a comprehensive communications and branding strategy. However, this practice will usually not result in traffic to your website beyond those who are already connected with your organization. In other words, your audience will not grow without an SEO strategy. Being strategic allows you to reach a variety of new target audiences who find your content relevant to their needs, interests, core values, and desires. It can even allow you to grow your volunteer and donor base. Simply put, SEO strategies allow you to share your website and message with the world. As entities of the Church, this is our great commission.
Myth #7: “Google changes its algorithms all the time. What’s the point in trying to keep up?”
Daily—that’s how often Google fine-tunes its search algorithms, but don’t let that intimidate you. A strong foundation that follows best practices allows your organization to weather these changes and adapt more gradually. Organizations that monitor alternations daily are typically trying to game the system with shortcuts or downright “black hat” SEO techniques.
Google uses the daily influx of data it receives to update its methods and deepen its understanding of how people use its search engine. Google’s goal is to give us the search results we want, so that’s where their research and development will consistently focus. Think less foundational, more behavioral.
Myth #8: “We just need lots of clicks. Lots of traffic. The rest will fall into place.”
Even if thousands of people click on your website from search results, Google pays close attention to how long they stay on your website. If they’re clicking the back button in the first few seconds they land on your page, that tells Google that your content was not relevant for that search query—you were not what they were looking for.
The focus is not just getting traffic but getting the right kind of traffic—people who are actually interested in your content already. Those people who are asking the questions your website is answering.
This is why content marketing and copywriting principles are integral to the SEO process. It’s less technical than it used to be, because Google found that its users were understandably fed up with clickbait-and-switch SEO approaches. People respond better to high-quality, relevant content instead of sensationalist headlines with keyword-stuffed content.
Myth #9: “We just found a company that will do all our SEO and content marketing for super cheap!”
Beware. If the deal sounds too good to be true, it probably is. If an SEO agency or freelancer’s selling point is that they’re fast and cheap, you might want to ask them some specific questions before moving forward.
The Center for Online Evangelism is a missionary project devoted to developing online mission stations.
Keep Up SEO Efforts so Your Hard Work Doesn’t Go to Waste.
Since Google considers performance over time an indicator of your website’s quality, inconsistent SEO efforts can hinder your long-term results.
What’s more, the internet itself is an ever-evolving, always-competing, market-driven medium that must regularly reinvent itself. In order to have a successful search engine optimization strategy, your organization must plan to adapt its methods with changing technologies.
Here are some tips for keeping your SEO efforts consistent:
The Center for Online Evangelism is a missionary project devoted to developing online mission stations.
When you Google a well-established organization, you’ll find more than just their own website in the search results. You might also see:
To maintain a credible, influential online presence, it pays to expand your SEO strategy beyond your own website.
Any link to your website from a page, file, site, profile, social media account, etc., that is not part of your website itself, is referred to as a backlink.
When backlinks are legitimate, Google regards them as evidence of your influence and credibility, which ultimately benefits your ranking in search engine results, making your organization much easier to find. However, in the recent past, creating a bunch of spammy backlinks was a common “black-hat” SEO trick that organizations used to improve their SEO. Then Google refined its algorithms to better interpret natural language and develop a clearer understanding of search behavior, effectively shutting down these fake backlinks.
These shady backlinks would come from places like websites devoted to posting links to other sites (at a price). They could also come from blog comments, social media posts, duplicate social media accounts, or other places that had nothing to do with your website.
Be warned, fake backlinks will now get your website penalized in search results. This means seekers will have a harder time finding you. If your organization has made this mistake, specific work must be done to remedy the situation. Contact email@example.com re: Help, I’m blacklisted.
The Practice of Backlinking: Tread Carefully!
Bottom line: backlinks should be earned, not created.
The reason a genuine, legitimate backlink is so highly regarded by Google is because your content must be considered useful enough and respected enough for another website to link back to your site.
You’ll notice that this SEO guide is full of backlinks to websites and articles we feel are worthwhile in your pursuit of this knowledge. To earn these backlinks, those businesses continually created high-quality content and presented it in a way that we feel is helpful or relevant to our target audience: you, the reader.
Backlinking is a prolific topic within the SEO community forums and blogs, but we recommend saving it as one of the final considerations in your SEO strategy. If you’re focused on building quality content, adhering to SEO best practices, and developing a digital strategy for content distribution, you should end up earning backlinks organically over time. Therefore, it wouldn’t need to be an early item on your SEO to-do list.
That being said, here are some off-site strategies you can use to bolster your backlinks through various brand-building best practices. Consistent activity, conversation, and promotion of quality content can pay off in a big way.
Off-Site Touch Points:
Your social media profiles can show up as search result listings if you keep them active and up to date. Just having open accounts won’t generate much effect, but if your audience engagement is high, Google is more likely to take notice.
NOTE: Even if you don’t foresee much activity happening with certain demographics native to particular platforms, it’s a good idea to set up an official account (reserve your handle) on major social channels such as Facebook, Twitter, LinkedIn, Instagram, and YouTube. This way, no one can create a profile using your organization’s name and brand, and cause confusion among your audience.
One way to set up an evergreen social media account requiring little upkeep is to fill out the profile as descriptively as possible, then mention where the action is and direct users there. For example, a little-used Facebook page could say, “We’re happy to connect with you! To get up-to-date information, go directly to our blog at [link].” Or, “Thanks for stopping by! To find the latest information about our organization, check our Twitter feed.”
We felt that Pinterest needed to be mentioned separately from other social media platforms. As the popularity of Pinterest continues to grow, many ministry organizations can benefit by creating “pin-worthy” content. These pins can count as backlinks, especially if multiple users are pinning your content.
Consider the opportunities here. Ideas for kids’ Sabbath school, Pathfinder activities, Bible verses, healthy recipes, crafts, church holiday decor, youth events, and more could be very popular on Pinterest boards.
Learn more about creating “pinnable” content.
If you are a brick-and-mortar organization, online directory listings count as an online presence booster. For best practices in creating helpful directory listings, see section VIII on local SEO set up.
Similarly, review sites such as Yelp can show up as search results listings, so you’ll want to carefully manage your accounts and reputation. Refer back to section VIII on local SEO for advice on filling out your profile as well as responding to both positive and negative reviews.
Google no longer puts much weight on guest posts or publishing articles in online magazines. However, this type of backlinking can still be great for brand-building and establishing E-A-T (Expertise, Authority, Trustworthiness). In the long run, these efforts do support your SEO progress.
Using Map & Directory Listings to Improve Local SEO—a MUST for Churches, Schools, and Brick-and-Mortar Ministries
NOTE: If your organization does not have a physical location, you may skip this section of the guide.
Effective “local SEO” helps people find you geographically when they search for you or your services. Google reports that more than one-third of mobile searches are “local-related.” The first step in spearheading local SEO is to verify and optimize your online map and directory listings.
Today, most people find businesses by typing keywords or search terms into mobile map applications. Others might do this on their desktop computers at work or while sitting on their couches with their laptops. They make their decisions based on what their map app finds close by that best matches the word or phrase they entered, such as “Thai food,” “gas station,” or “Adventist church.”
This map data also shows up in Google’s search results when someone searches for a location-specific business. For example, if someone types in “church in Springfield,” the map data will show up to the right of the search results, or above the results on a mobile screen. Map data is highly regarded by both Google and its users. This is an essential part of search engine visibility and ranking for your organization.
What are map listings?
You probably already use Apple maps, Google Maps, MapQuest, or other map apps to determine your location and direct you to relevant listings close to you. It’s how we find hair salons, grocery stores, the highest-rated vegan restaurant, auto garages, pharmacies, and more, especially when we’re traveling or new to an area.
These apps, as well as search engines, use the location data of mobile devices or computer IP addresses to determine the location of the seeker conducting the search and which nearby results are the most relevant.
Statistics show that these map searches have nearly replaced yellow pages—even the online version! We want to find what we need, and we want to find it fast, close, and rated 5 stars.
Does my organization have a map listing?
Try googling your church, school, business, or ministry by name. Your organization may already be listed on Google or Apple maps even if you didn’t create that listing (sometimes data is pulled from Wikipedia.org or from public information sources).
In your search results, you should see a featured box with your location listing.
If your organization does not show up when you Google it, you may need to create a map listing from scratch.
Note: If you find duplicate listings for your organization, there are more steps you’ll need to complete, and the process may become complicated. Before making any changes, you’ll need to determine which one is the original. Find out more here, here, and here.
How can I tell if my map listing is claimed?
If you found your organization’s listing when you Googled it and you’re not sure if it has been “claimed” yet, here’s how to tell.
Notice in the images below that the one on the left has pictures, a clickable phone number, reviews, etc. This listing has been claimed and verified.
The listing on the right is noted to have “missing information” and also has a link that says, “Own this business?” This listing is unclaimed, and someone can start the process of claiming it simply by clicking on the “own this” link. That’s all it takes...which is why you want to claim your organization before someone else, such as an imposter, does.
How do I claim or create my organization’s Google map listing?
Whether you’re claiming a listing or creating a new one, you’ll use “Google My Business” at business.google.com. You’ll be working with the Google account you created in Section III that you use for Google Analytics and Search Console. Make sure you are signed in to this account before taking the following steps.
1. To claim an existing listing, click on “Own this business?” This will take you to Google My Business, where you can start entering information such as the correct business name, location information, etc.
2. If you are creating a new listing, go straight to business.google.com and click “Start Now,” which will prompt you to enter the business name and location information.
3. Do you deliver goods and services to clients/customers? Pay attention to this box to check at the bottom of the location information page.
b. Business Category. Here is where you choose a category that best matches the services you offer, such as “church,” “educational institution,” “service-based ministry,” “administrative office,” etc. Select the best-matching category from the drop-down list.
c. Information. It’s important to list the phone number for your organization that you want the public to know and use. Make sure this same phone number is consistently displayed throughout your web presence (website, social media, directory listings such as Yelp or YP.com, etc.).
For your website, enter the URL to the home page of your organization’s website—not a parent organization. If you work at one location of a larger entity, use the website specific to the “franchise” for which you are setting up the listing.
d. Verify your connection to this business. Google wants to ensure accuracy by sending you a code via the phone number or address you entered. This is how Google confirms that each of its listings contain legitimate information, keeping fake listings, imposters, and advertisers at bay.
Note: Google does offer the option of verifying later, but it is strongly recommended to get the process started while you’re building your listing. Some reasons to wait on verification are:
e. The recommended method of verification is to request a postcard be sent to your organization’s address with a code enclosed. When you receive that postcard, you’ll need to enter the code in your Google My Business account.
How should I fill out my Google Maps/Google My Business information?
Apple Maps, Bing, MapQuest, and others
While Google Maps/My Business is the recommended starting place for claiming and optimizing your organization’s map listings, you’ll want to do the same with other popular map sites and apps.
How can online directory listings boost my search visibility?
Directory listings, or citations, are external websites dedicated to compiling directory information, that reference, in full or in part, your organization’s NAP and website URL. Directory sites are today’s phonebooks, and each of these can show up as an additional search result when someone searches for your organization, giving your SEO a sizeable boost.
Fortunately, there are many directories that automatically pull your information from your Google My Business profiles, but the most popular directories, as well as those that cater specifically to your industry or niche, will need to be managed manually.
Recommended online directory list
Here are the directories we recommend you start with, based on their popularity, domain authority, and consistently-updated platforms (borrowing some data from BrightLocal).
Note: you may have to contact your school’s administrator to make any changes.
Note: you may have to contact the church pastor, secretary, or webmaster to make any changes.
Optimizing your directory listings
TO DO FIRST: Google your organization, looking through the first few pages of search results. Are you already listed on some of the directories we’ve described already? Is the information accurate, matching the NAP you established in Section III? If not, you’ll want to correct these as quickly as possible.
When filling out your listings, make sure to include (just like Google maps):
Important details about Yelp and other directory sites that include reviews
Many directory sites also offer the opportunity for users to review your organization. While that can sound scary, remember that even if you don’t claim your directory listings, people can still review you—and you won’t be able to respond to those reviews or directly manage your reputation until you claim your organization’s listing.
Yelp and other review-centric sites can offer fantastic opportunities for engagement and reputation management. Just claiming and filling out your profile lets the public know that yes, you are a legitimate organization that is transparent enough to allow online discourse.
To help your Yelp listing improve your visibility in search engine results, make sure to add as much information as possible. Yelp provides more customizable space than other directories, so you can add longer descriptions, more pictures, and even a call-to-action button for users to call, send a message, book an appointment, etc.
Then, make sure to consistently monitor your profile. Make sure Yelp’s email notifications aren’t going to a spam folder. Be sure to check your page frequently and respond to as many reviews as you can, both positive and negative.
WARNING: NEVER ask for reviews! To maintain a review platform where customers are in control, Yelp is adamant that if they detect any details that make a review seem solicited (or even encouraged), they can remove the review or make your organization rank lower in their search algorithm.
How to respond to negative (and positive!) Yelp reviews
There’s always the chance of receiving a negative review. It can plague even the best. Mistakes do happen, and sometimes people just want to rant.
But fear not! There are ways to handle negative reviews that can actually improve your public image.
Additionally, if a review is poorly written or includes name-calling, many other reviewers can spot these “trolls” and disregard their reviews—especially if you have several other positive ones!
So how do we get better reviews if we can’t ask for them?
One simple way to encourage positive reviews is to let your audience know that you are on Yelp. You may have seen businesses with posters on their windows that simply say, “We’re on Yelp!” You can also add the Yelp icon to your website, blog, social media images, or other promotional materials. You can include icons of other review sites as well, such as Facebook, Google, Yellowpages, etc. Your audience will catch on, especially if you list some of your favorite reviews on your website next to the icons.
For more information about navigating and responding to reviews, download our “Response Assessment Infographic,” or visit “How to Respond to Negative (and Positive!) Online Reviews.”
For more information on maximizing your Yelp potential, check out these articles from Yelp.com:
Learn more about maximizing your local SEO efforts:
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.
“Buy our hibiscus tea!”
“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.
“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.
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!”
“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.
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:
<title>THIS IS YOUR PAGE TITLE</title>
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:
<meta name=”description” content=”THIS IS YOUR META DESCRIPTION”/>
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.
Can’t decide which Bible translation to use? Learn the history and differences.
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.
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.
Jamie Jean Schneider Domm
Digital 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 Domm
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.
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.
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:
For more social media policies and guidelines, click here.
Jamie Jean Schneider Domm
Digital 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: