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#DigitalEvangelism

Digital Strategy for Reaching Young Professionals

8/25/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Digital Strategy for Reaching Young Professionals Cover

Introduction

​Humanity has been asking existential questions forever. We’re wired for purpose, constantly seeking to answer the big question, “Why?” Although a record-breaking number of believers are leaving brick-and-mortar churches in America, every month, over 100,000 people go on Google and type into the search bar, “Is God Real?” Countless others search for Bible study tools. Our neighbors are asking Siri, not a pastor, “What happens after death?” or profoundly, “What is faith?” The world is going digital, but should the church? The answer is that the gospel should go to all the world, using whatever tools and gifts we have. The eyes of people are on screens, especially the youth. The church must be equipped to go where people’s attention is focused—to be in the world, but not of it. In this free handbook, we’ll demonstrate how to use social media networks for ministry and evangelize to young adults ages 18−30.
Download the Free Guide to Reaching Young Adults

The Basics of Data Tracking & Analytics

6/1/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Basics of Data & Tracking Image
If you can track it, you can measure it. As a result, you can gain a better understanding of your audience and their behavior, helping you adapt your strategies to more effectively reach them. Taking the time to review the performance of your digital communications and platforms enables you to better understand what is working and what needs to be changed, which empowers you to shape your digital communications strategy based on data. In the long run, this will save both time and money while maximizing impact.

Avoid data paralysis

Time is valuable. Don’t get so caught up in the details of the data that you respond too late and miss an opportunity. Aim to stay ahead of the curve and be proactive instead of reactive in your strategies.

Most ministries and churches do not have the luxury of a dedicated analytics team, but you don’t need to dive too deep to get valuable information about how your website and campaigns are performing. Since most ministries are new to digital communications and analytics, we’re going to stick to a high-level overview. Go back to those key performance indicators we discussed in the strong foundations section, and use those as a guide for what to track based on your ministry’s goals.

Take the time to familiarize yourself with the terminology of the various data points. Most analytics tools define their terms within the platform. You can usually access these definitions by hovering your cursor over the question mark next to the data category.

The data that is most important to your efforts will be:
  • Website performance data
  • Social media platform analytics or insights
  • Social advertising performance reports

Compare the information you find to the performance goals and metrics you established. Always look for areas of improvement and adjust accordingly.
Communicate with everyone involved by:
  • Sharing report summaries with your team (both good and bad)
  • Creating summary reports for management, committees or boards; keep detailed reports for yourself
  • Problem-solving as a team; sometimes the best solutions are found outside your industry/department/specialty

Use trackable links (a.k.a. UTM codes)

​UTM codes are segments appended to a URL that enable data platforms like Google Analytics to record information about website visitors and traffic sources. This is vital for social media managers as it enables you to measure and prove social media success or, alternatively, identify problems and adjust your strategies. Creating trackable links is surprisingly easy to do and will give you valuable insights into how well your digital communications and ads are performing.

What is a UTM code?
UTM = Urchin Tracking Module
Example: https://www.SDAdata.org/?&utm_campaign=DigitalGuide-2020&utm_source=Social-Media

UTM codes can be used in links shared via:
  • Social media posts
  • Email
  • Online ads
  • Websites
  • Any link that drives traffic to your website
 
Creating your own trackable links
A trackable link has five building blocks:
  1. The URL you want to direct people to
  2. A ? to signify the start of the UTM code
  3. & + UTM
  4. The name of the promotional campaign the link is related to
  5. The source where the link will be used
 
Example:

URL – https://www.sdadata.org/digital-discipleship-and-evangelism.html
Campaign – DigitalGuide-2020
Source – Social-Media

Put it all together using this formula:
Regular link + ?&UTM + Campaign (what event, month, where, etc.) + &UTM + Source (channel/platform)

Final result:
https://www.sdadata.org/digital-discipleship-and-evangelism.html?&utm_campaign=DigitalGuide-2020&utm_source=Social-Media

Be sure to always test your links!
After you create your trackable link, be sure to test it to make sure it works. It can be very frustrating for your audience to receive digital content with a broken link.

Website performance data

The most common analytics tool for detailed website performance tracking is Google Analytics. Google Analytics is a free tool for monitoring where your visitors come from and understanding how they interact with your website. It’s easy to set up a free Google Analytics account. Most website hosting platforms offer easy-to-follow directions to get you started. Once you are set up, take the time to familiarize yourself with the tool and make it a habit to check your website’s analytics each month.

Terms and definitions
  • Session: A visit to the website during which the user is active
  • Users: Number of unique people who have visited your website during a specific time frame
  • Page views: Total number of pages viewed; repeated views of a page by a single user are counted
  • Page/session: Average number of pages viewed during a session
  • Average session duration: Average length of a session
  • Bounce rate: The percentage of single-page sessions in which there was no interaction with the page

Key metrics to monitor
  • Demographics: Age and gender
    Known data about your website visitors.
  • Geo: Location
    You can see location by country, city, state, and metro area. You can also look at language if that is relevant to your ministry.
  • Behavior: Site content – pages
    Here, you can determine your most popular and least popular pages.
  • Behavior: Engagement
    Length of visit/depth of visit.
  • Acquisition and traffic sources
    As communicators, we want to know what is working and what is not working to drive people to our website.

The channel (or traffic sources) breakdown
  • Other = UTM codes or campaigns
  • Direct (visitors typed in the URL)
  • Social media (no tracking code)
  • Referral from another website
  • Search engine (e.g., Google, Bing, etc.)
  • Paid search (results from Google Ads)

Campaign performance

When you drill down deeper under campaigns, you can learn what aspects of a campaign performed the best by using unique UTM campaign names for the different components of your communications strategy. Google Analytics automatically picks up the campaign name and source from the tracking links. There is no need to do anything in Google Analytics to make this work! Just be consistent with the UTM codes you use, and be clear with your campaign and source names.

Remember, prioritize. You don’t have time to track everything, nor do you need to!

Once you have determined what you’re going to track to determine whether or not you’re reaching your goals, check performance monthly, and record your results in a way that enables you to see trends over time. Some analytics tools like Google Analytics allow you to create dashboards for easy access, while social media insights may require that you create your own charts and graphs. To learn more about Google Analytics, check out our beginner tutorial on SDAdata.org.

Social media analytics or insights

Most social media platforms offer at least basic insights into the performance of a ministry’s account and who their audience is. Take the time to familiarize yourself with the analytics for your social media platforms and regularly check them to understand trends over time.

Pay particular attention to:
  • Demographics. Who follows/likes your page by location, age, gender, and language.
  • Engagement. This includes comments, likes, shares, messages, video views, etc. If you’re creating content that resonates with your audience, you should expect to see strong engagement rates.  
  • Video views. A more reliable metric for gauging success than number of views is how many minutes are spent watching your videos and the number of thru plays. Many platforms count a few seconds of watch time as a view, so the number of views can be misleading. 
    ​
Peak visit/engagement periods. Knowing when your profile traffic peaks and when your audience is most likely to engage with your content will enable you to schedule your content strategically. 

Social advertising performance analytics

After you place your ads, don’t wait until the campaign is over to check performance. Monitor the ads closely to make changes and optimize as needed. Catch problems early on; otherwise, your money may go to waste. The great thing about social advertising is that you can edit campaigns at any time if they are not meeting your expectations. Make sure you understand what the numbers mean; most platforms have descriptions available in pop-ups next to the column head. 
​
Be sure to:
  • Understand where your ads are appearing and what locations have the strongest results.
  • Determine who you are reaching by age, gender and location. You may find that your ad doesn’t resonate with who you thought it would or that your targeting was off.
  • Monitor engagement/response. Are you getting the results you expected?
  • Test images, messages, and audiences (A/B testing) to learn what type of ad and messaging performs the best with your target audience.
  • Connect performance to Google Analytics and monitor visitor behavior using trackable links.
 
Some basic terminology you should know:
  • Results: The number of times your ad achieved an outcome, based on the objective you selected
  • Reach: The number of people who saw your ads at least once; reach is different from impressions, which may include multiple views of your ads by the same people
  • Impressions: The number of times your ads were viewed
  • Frequency: The average number of times each person saw your ad
  • Cost per result: The average cost per result from your ads
  • Cost per impression: The average cost per impression of your ads
  • Relevance: An estimation of how well your target audience is responding to your ad
  • Click-through rate (CTR): The percentage of times people performed a click after viewing your ad
  • Cost per thousand (CPM): The average cost per 1,000 impressions
  • Cost per click (CPC): The average cost for each click

Track so that you can learn

​Remember, if you’re going to take the time to put together a campaign strategy, take the time to track its performance so you can be better informed next time. There’s no point in testing strategies without tracking your efforts. If you don’t learn from your campaign, you can’t improve the next one. Social media and digital marketing are both an art and a science. Use data to inform your intuition. 
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Social Media Advertising for Churches and Ministries

4/14/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

social advertising - person with computer and graphics
Most local churches and ministries have limited budgets. To make the most of your limited ad dollars, build your advertising on top of your organic distribution mechanism. Paid ads are most successful when they are accompanied by strong digital distribution. They enable you to reach further than you can organically and to target specific groups of people for outreach efforts.

Why spend any money when you can use the platforms for free?
Social media platforms are businesses that need to make money; therefore, they limit unpaid reach. This means less than 5–10% of your fan base (depending on the platform) will naturally receive your posts in their news feed. You can counteract this by promoting key posts to reach more of your fan base and by placing ads to expand your reach to new audiences.

To get started:
  • Determine your target audiences (who you want to reach). Refer back to the section on understanding your audience for guidance.
  • Determine your budget (how much you can spend).
  • Start with a test, and then expand based on results.

How much is appropriate to spend?

Picture
A lot of people ask me, “How much does it cost to promote an event online?” But the beauty of social media ads is that the answer depends on what you can afford. Social media works very well for small budgets and non-profits. A little can go a long way, but it’s important to spend some money. As your confidence grows, and your familiarity with reaching your target audiences grows, you can increase your budget as needed. Ultimately, your budget depends on the size of your goals and your purpose. A small, local ministry may need to spend only $300 a year, whereas a nationwide campaign would need to spend at least $3,000 to create impact within a targeted audience. For all organizations, I recommend starting with a small ad budget and a clear objective that is easy to measure. This way you can learn and maximize your results as you grow.

How can a small church or ministry fund their ad budget?

Look for monies that can be redirected. Businesses that must balance their budgets or make a profit put most of their effort behind what is working. We should be just as shrewd. Too often, we pool our best resources and people into efforts with limited potential out of a misguided attempt to be fair or to meet accepted expectations. 

This will be different for every church or ministry, but it’s time to take a critical look at our programs. Determine your church’s strengths, and put all your efforts behind them. The Strength Finder (now CliftonStrengths) program operates on this premise for individuals and teams. We all love underdog or David and Goliath stories, where individuals or organizations overcome their weaknesses and beat the odds, but for most, thriving comes when we embrace what we are naturally good at. The underdog stories are typically outliers, and we should not operate under the assumption that we, too, are the exception to the rule. First, improve the functions required for your church’s operations, and put money behind keystone ministries with the most potential in the context of your membership and community. It might seem unfair to those ministries that don’t get as much support, but like the parable of the talents, you need to invest in the areas that are working the most effectively. Good stewardship means focusing on places where you can make an impact beyond day-to-day operations.

Another option is to find individuals willing to fund social advertising as an outreach initiative or personal ministry. I personally fund and run my local church’s social media advertising and website hosting. Over time, our church leadership has learned the value and potential of using these digital technologies for a variety of purposes. 

Who should take responsibility for managing social advertising?

​Not every church is blessed with an experienced digital strategist, but this is an opportunity to allow a member with knowledge or interest in digital communications or marketing to develop their skills in a personal ministry that aligns with their abilities. If your church has staff, your communications lead can manage your ad account. This could also be a valuable skill for a younger member of your pastoral team to learn and take responsibility for. Either way, be sure to provide oversight so that expectations are clear, and the budget is respected.
​Do not place a single ad until you have a clear understanding of what you are trying to achieve and whom you are trying to reach.

Types of ads

As of 2020, Facebook still has the most sophisticated social media advertising platform for small organizations. It enables detailed targeting for small budgets on Facebook, Instagram, and third-party websites. However, many of these ad types are also relevant to other platforms. The technologies and platforms may change, but these “types” will still be relevant, regardless of the platform. Choose the types of ads that align with the key performance indicators discussed in the strong foundations section of this guide.

Here are the main types of ads that can be placed:
  • Promote your page/profile
    • Increase page “likes” and awareness within a targeted community
  • Website ads
    • Increase traffic to your website for a specific event/offer/information from members of a particular community
  • Posts targeted to members and those who follow or engage with your page
    • Improve internal communication
  • Ads targeted to your subscriber email list
    • Improve internal communication/awareness
  • Video views to targeted audiences
    • Increase impact/expand the reach of your message
  • Event response ads
    • Increase event/program awareness and attendance
  • Messenger ads
    • Help facilitate conversation or generate leads for Bible studies
  • Lead generation ads
    • Offer free materials and collect outreach lead contact information
  • Retargeted messages
    • Based on behaviors such as content engagement and website visits that enable advertisers to follow up with relevant messages

Basic targeting for social ads:
Reaching the right people without breaking the bank

Refer back to the section on understanding your audience, and use this framework to determine who your audience is and how you are going to target them through social advertising. Targeting allows you to maximize your ad dollars by ensuring you reach the right people instead of wasting money on those less likely to respond.

Most platforms allow you to target by:
  • Location (e.g., country, state, city, address, or place)
  • Age
  • Gender
  • Language
  • Interest: Choose multiple to reach people interested in a specific topic or who are part of a particular group
  • Connection: Fans of your page and their friends (or email list)
  • Behavior: People who have interacted with specific content on your website

Optimize the effectiveness of your ads by:
  • Limiting text in images and using high quality images
  • Providing context but keeping text brief
  • Targeting your ads to stretch your advertising dollars
  • Including a clear call-to-action
  • Being honest—no bait-and-switch marketing
  • Including closed captions on videos
  • Promoting content or programs that align with the felt needs of your target audience
  • Familiarizing yourself with ad terminology and monitoring your campaigns closely
  • Using trackable links in ads that direct traffic to your website to monitor performance in Google Analytics
  • Setting up Google Analytics on your ministry’s website so you can monitor and understand how visitors interact with your website and where they come from

Always follow the basic principles for writing a strong social media post, discussed previously in this guide.

Make ads personal

The right message is one that resonates with a felt need. When it comes to messaging and programming, make sure you are addressing a pain point or felt need within your target audience. Strive to understand those in your community, and tailor your outreach efforts and messaging accordingly. Remember, show empathy first, validate their experiences, be genuine, and offer practical advice/solutions/resources.
Never assume you know what your audience is interested in. Do the research, and create content and opportunities that meet people where they are in their spiritual journey. You can have the best targeting and the most well-crafted posts, but if the “product” is tone deaf to the real needs of the community you’re trying to reach, your ads will fail.

When crafting your message, follow this formula:
Empathy + Caring + Authentic + Practical Advice/Resources/Solutions

Example message: Marriage is hard; we're here to help. Join us for a free marriage program where you'll learn practical tips for improving your marriage. Click here to register in advance for your free book.

Beware of vanity metrics

​When placing ads, make sure you’re strategizing for impact. Many of us can get caught up in vanity metrics such as how many followers we have. Remember, it’s not about how many people are following you online. The real question is, are people growing closer to Jesus because of your digital strategy? Perhaps your video received only 200 views, but if 200 people showed up for a Bible study, most of us would be ecstatic. Every view, comment, share, download, etc. represents a real person who has been influenced by your content and messages. 
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Magnifying Your Reach through Partnerships

4/14/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Partnership - Two Men Shaking Hands
No person will make a great business who wants to do it all himself or get all the credit.
 —Andrew Carnegie
Active social media partnerships are key to expanding your reach and branding. Social media is designed for community building, so create and cultivate online relationships with other ministries and organizations. Find organizations to build partnerships with either by location or topic. It is likely that you already have partnerships in place for creating events. Magnify their value by partnering for your digital communications campaign for the event. Be sure to make sure your partnerships are mutually beneficial to both parties. Don’t ask for any favors that you’re not willing to grant yourself. People will figure out quickly if it’s a one-sided relationship, and you’ll end up closing the door to future collaborations.

Who can you work with?
  • Sponsors/donors
  • Organizations and ministries already involved in the event
  • Participants/speakers
  • Local churches/related organizations
  • Conferences and unions

Most of time, events don’t happen in a silo but rather involve several partners. I have found time and time again that active social media partnerships are a key element in successfully promoting events on social media. If you reach out to 10 contacts who each have a “small” social media following of 1,000 people, your message suddenly has the potential to reach up to 10,000 people online. Reach out to more contacts, with bigger fan bases, and you can see how your reach can grow exponentially.

Communicators typically have a lot on their plates, and social media manager may be just one of many hats that they wear throughout the work week. Contacts are often willing to promote partner events through their various digital channels, but time and resources are limited. With this reality in mind, providing your partners with a “promotions packet” is an effective and easy way to equip your contacts with the resources they need to easily become social media ambassadors and share your message.

Normally, when marketers reach out to contacts to ask for promotion on their behalf, there is an assumption that the partner will write the posts and generate the content. As a result, most requests are not prioritized and do not realize their full potential. A promotions packet, on the other hand, provides recommendations, pre-made social media posts, eNewsletter blurbs, tracking links, graphics, branded hashtags, and more. The social media manager needs only to copy and paste from the Word document and schedule. They can of course modify the message for their audience if desired or necessary, but they don’t have the burden of generating content. This approach also has the added benefit of allowing you to control the quality and consistency of your brand’s message as it is distributed through your partner’s channels.

I encourage you to create your own promotions packets following best practices for creating social media posts and to develop digital partnerships to help expand your reach in future campaigns. In a world of limited budgets, this approach costs you only time and effort.
 
One last important note: Make sure that when you reach out for help with promoting your ministry, you are not only willing to reciprocate but also able to follow through with such agreements. Partnerships should be mutually beneficial, and trust can be built and cultivated over time when both parties follow through on their promises.
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What is the Role of Digital Distributors?

4/14/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Role of Distributors - Man with lamp
​This might be heretical to ask, but are we too focused on church attendance, at least in the short term? I cannot help but wonder if the 2020 COVID-19 pandemic crisis is a wake-up call to the Church. Churches have been forced to shut their doors to help reduce the spread of the virus. Knowing what the Bible warns about end-time events, this is not going to be a unique historical moment but rather just a precursor to the time of trouble. The Church will need to rely more and more on digital technologies. The time to develop the necessary skills and shift our understanding of what church means is now. Remember, church is not a building, it’s a people. When fleeing persecution, the early Church took the gospel to new regions out of necessity. So, too, we must now take the gospel message to the digital mission field and spread our message of hope and wholeness when it is needed most. 
Modern technologies have decentralized the gospel message.
​It used to be that people would have to travel, sometimes long distances, to hear the gospel message from a preacher or evangelist. Now, we can browse speakers on YouTube from the comfort of our home. Until recently, the barrier to entry was so high in publishing that only the top theologians, pastors, and authors could get their writings into the public’s hands. With the advent of social media, blogs, and vlogs, we're all publishers now, and we can each be distribution centers within our areas of digital influence. 

We don’t have a message problem

​We have the gospel—the greatest story ever told—of Christ's birth, life, self-sacrificing death, resurrection, and soon return. As the Seventh-day Adventist Church, we also have the Three Angels’ Messages, sent to all of God's children in every nation, tribe, tongue, and people. We, as a people, have the gift of prophecy, the guidance of Ellen G. White, and a health message for better living.   
We don't have a message problem; we have a distribution problem.
​The role of distributors in the Digital Discipleship and Evangelism model is to use digital tools and technologies to share these messages within their sphere of digital influence.

​Although we’re facing the biggest communication shift in 500 years, church communication hasn’t really changed in thirty years. I can’t help but wonder if God is using COVID-19 to push the Church into the digital age. While God doesn’t cause suffering, He can—just as when the early Church fled persecution and spread the gospel—use the pandemic to accomplish His will. Hopefully, in a few years time, we’ll look back and recognize this crisis as the catalyst that resulted in a major communication shift for the Church.
And we know that God causes all things to work together for good to those who love God, to those who are called according to His purpose (Romans 8:28, NASB).  
Five hundred years ago, the Gutenberg press* was developed, and it revolutionized the world and helped rapidly spread the gospel. It dramatically sped up the process and reduced the cost of printing. It altered society through the unrestricted circulation of information and the increase in literacy. The printing of the Gutenberg Bible marked the start of the so-called “Gutenberg Revolution” and played a key role in the Protestant Reformation. Just as the Protestant reformers leveraged the printing press, we must use digital tools to share our message. Again, society and the way we communicate has been dramatically altered. It has never been easier to communicate, but it’s also never been harder to cut through the noise. Therefore, it is essential to be intentional and strategic with how we use digital tools to spread our message.  

*Note: It’s only fair to mention that several Asian civilizations had developed a type of printing technology prior to the Gutenberg press. These cultures did not adopt it as rapidly nor as widely as Europe did. Therefore, these earlier versions did not impact civilization to the same extent as the European technology. 

Digital as a distribution tool

​I firmly believe the next great awakening will be a digital one. It will take each and every one of us acting as digital disciples to share the gospel and spread the Three Angels’ Messages, with a loud voice, to the ends of the earth. We can start by reaching those within our own spheres of digital influence. We use digital tools every day to communicate and share ideas, yet we have not leveraged their potential for kingdom building. We are all called to be disciples, to be distributors of the gospel. To share truth through these powerful technologies—this is our generation’s Great Commission.
The mission field is next door, and it’s just as legitimate.
​Faith is on the decline in Western society. Put simply, we have become the mission field. Instead of hopping on a plane to reach people where they are, we can now go online and use the platforms people use to share hope and wholeness in a way that is accessible and comfortable for them. 
But to reach the world, we must first reach our neighbors.
​Challenge question: How well do you really know your neighbors and your community? It’s never been easier to connect, but as a society we’ve become disconnected from our immediate community. Why is it so hard to connect with and reach people? 
The mass of men lead lives of quiet desperation.
​—Henry David Thoreau
People are busy. We're overworked, overloaded, and overwhelmed, trying to keep up with a constantly growing to-do list. Many people are just trying to get by and get through the day. How many of us feel this way? Why would we expect our target audiences to be any different? Perhaps we lack community because we do not have time or energy left for our neighbors. This, of course, is the Devil’s design; keep people busy enough that they don’t have time for each other or for God.

Amid the chaos, the younger generations feel safe behind their screens, which provide a degree of distance and anonymity. Remember, on average across all age groups, we spend almost three times as much time socializing on social media as we do socializing in person. This dramatically increases for individuals under 30 years old. Remember, if you want to reach people, you must go where they are and spend time with them. As I’ve said in previous sections, today, that means going online to share our messages.  
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Basic Principles for Creating a Strong Social Media Post

2/11/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Basic Principles for Creating a Strong Social Media Post
While understanding your audience and developing a content strategy takes a lot of effort, constructing your social media posts is actually pretty straightforward and mostly formulaic. Once you have your content planned out and your target audience determined, there are basic principles to follow to maximize effectiveness across any channel. Even as the technology changes, these principles will largely stay the same. In this section we’ll cover how to create posts and write messages for social media that effectively communicate with and engage your target audience.


Main principles for creating a post (also applies to paid ads):
  • Get to the point & focus your message.
  • Less IS MORE (think snackable content).
  • Include a call-to-action (should reflect goals/objectives).
  • Include a link (so taking action is easy).
  • Limit text in images & use high quality images.
  • Video is king.
  • Use the lingo of the platform.
  • Be honest; no bait-and-switch.
  • Include captioning on videos and always provide context.
  • Tag relevant accounts. This increases your reach and encourages partners to share.
  • Use relevant hashtags.

Visit SDAdata.org/social-media-resources for a complete cheat sheet to writing for specific social media platforms.


Guidelines for choosing good visuals (also applies to paid ads):
  • Keep it visual; less text is more.
  • Optimize your images for each platform.
  • High quality (take your own or use stock images).
  • Consider the “Rule of Thirds.”
  • Invoke an emotional response/tell a story.
  • People are attracted to bright colors and group shots.
  • Keep a consistent look, brand, and color/font palette (see Branding for Ministry).
  • Be creative.
  • Use contrast to help your image stand out.
  • Keep it simple.

It’s okay if you don’t have a designer on your team to help you create compelling visuals. While proper Photoshop & design training is a valuable asset in communication and should be utilized if at all possible, you are not limited to bad graphics, even if your skillset or resources are limited. 

There are a lot of FREE or low-cost web-based tools out there like Canva with pre-made templates for social media images. If you’re short on high quality images, there are also stock photo resources available online where you can get professional images for free or very low cost.

When laying out your images and designs, utilize the “Rule of Thirds.” This guideline divides an image into nine equal parts. Important elements of the image are placed along (or near) intersecting lines. This helps create tension, energy, and increases interest.  
Picture
Visit SDAdata.org/branding-image-design-resources for guidance on free and low-cost stock images, design tips, and branding guides. 

General Tips for Getting Your Social Media Posts Noticed

  • List posts perform wellThis content allows for a highly shareable headline for an article or video: “7 Ways to Reach Young Adults,” for example. People love that list posts are highly skimmable and offer clear takeaways. This is what we consider “snackable content.” Snackable content is short content that is easily understood, quickly consumed, and memorable.
  • Use “you” and “your” frequently.
    These words tell a person’s brain that this message is about them—which draws them in.
  • Enable your readers to envision a better life.
    If readers believe they will learn how to do something better, get an answer to that nagging question, or have their mind blown, they will be more likely to stop and pay attention, as well as share.
  • Slightly alter headlines for different channels.
    By reflecting the culture and expectations of each platform, you’re more likely to connect with your audience.
  • Tug at emotions. Validate people and let them know you’re here to help.
    Acknowledge your audience’s felt needs and tell them how your content addresses their situation. Create conversations, answer questions, solve problems, and address their pain points. Ask questions; even venture assumptions, such as “Feeling stuck?” or “Life is tough.” Then offer solutions. Do this without asking for anything in return. Build a relationship based on your service to the community. Refer to element 3 in the previous section on writing for online audiences.
  • Stay real and conversational.

When in doubt, write as though you are writing to a friend. Refer to element 2 in the previous section on writing for online audiences.


Example: Feeling defeated? Marriage is hard and you're struggling. We're here for you. Join us for a free seminar. Click here to register in advance and get a free book with 5 practical tips for improving your marriage. 

Guidelines for Choosing Hashtags

A hashtag is simply a way for people to search for posts on social media that have a common topic and to join or being a conversation. You may recognize it as the pound sign, or if you're a musician, a sharp sign. Hashtags can be used in many platforms such as Facebook, Twitter, and Instagram. When searching for hashtags on a particular platform, like Twitter, your results will only be pulled from Twitter. To see posts with the same hashtag on other platforms, you must search them separately. Instagram posts with the highest number of engagements have 11 or more hashtags attached.

The ability to create a collective conversation has made hashtags a vital tool for reaching and engaging audiences that share a particular interest. For maximum impact and reach, use a combination of three types of hashtags:
  • Popular. These are widely used or trending hashtags. You can find these in the trending section of Facebook and Twitter or use sites like trendsmap.com. Make sure your hashtags will actually yield results—sometimes people make up hashtags that are never searched, and therefore will not increase your reach. Instead, search for popular hashtags relevant to your post, and use them.
  • Niche hashtags. These hashtags are less common and tend to reach a targeted audience. For example, to reach the Adventist community you should use hashtags like: #Adventist, #SeventhdayAdventist, #NADadventist, #SDA, #SDAchurch and #HappySabbath.
  • Branded hashtags. These hashtags should be unique to your brand, not used by anyone else, and should reflect your message in less than 20 characters. Branded hashtags are a great way to reinforce your brand, start a themed conversation, and create a curated stock of content that tells your story. They also enable your audience to engage with you, contribute to the conversation, and become part of a collective story. #DigitalEvangelism and #enditnowNAD are examples of branded hashtag, and you can use them to engage directly with the ministries.
 
TIP: Hashtags aren’t used much on Facebook. The platform’s current search capability (as of 2020) isn’t polished and, often, relevant posts don’t show up when searched. It doesn’t necessarily hurt to add a couple hashtags on Facebook to help people understand what you’re talking about or reinforce branding. In general, take advantage of hashtags on Instagram and Twitter.
​
Download the Hashtag library to help with your hashtag strategy. 

Anatomy of a Strong Social Media Post

Use the following format to write a practice post for your ministry and brainstorm visuals. Follow this format for each platform the message will be posted to.
 
Message (Copy):
  • Teaser language (1-3 sentences):
    ______________________________________________________________________________
  • Call-to-action:
    ______________________________________________________________________________
  • Link:
    ______________________________________________________________________________
  • Relevant hashtags (if applicable for the platform):
    ______________________________________________________________________________
  • Relevant accounts to tag (if applicable for the platform):
    ______________________________________________________________________________

Visual/media: Use the following space to determine if your visual is well suited to your message and goals. (Applicable to either pictures or video.)
  • What mood or emotion are you trying to convey?
    ______________________________________________________________________________
  • What mood or emotion are you trying to evoke in your audience?
    ______________________________________________________________________________
    ______________________________________________________________________________
  • What story are you trying to tell?
    ______________________________________________________________________________
  • Is the message of the visual focused and clear?
    ______________________________________________________________________________
  • Does your chosen visual tell a story? What is it? Does that story align with your message?
    ______________________________________________________________________________
  • Does your chosen visual fit in with your overall look and branding?
    ______________________________________________________________________________
  • Will your visual stand out in the newsfeed, stopping the viewer from scrolling past your message? What can you do to make it stand out?
    ______________________________________________________________________________
  • Is the visual clear and easy to see on a small screen?
    ______________________________________________________________________________
  • Is the visual easy to understand without much context?
    ______________________________________________________________________________
  • Is text on the image or video easy to read on a small screen?
    ______________________________________________________________________________
  • Does the visual help inspire the viewer to take a specific action?
    ______________________________________________________________________________
Download the Creating Strong Social Media Posts Fillable Workbook
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Writing Effectively for Online Audiences

2/10/2020

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

effective writing for online audiences
Even the best writers must adapt their style for online writing.

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.

Copy that’s written for an online audience may seem too simple, even formulaic, since this type of writing is more casual and straight-forward. However, years of research proves its effectiveness in the digital space.

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).
​
In other words, it’s not about us; it’s about those we are seeking to serve. As you read through this section, remember: 
Good communication is when you communicate in a way your audience understands. 
Writing for an online audience is not the time to communicate in a way that highlights the author’s vocabulary or intelligence. Our goal is always to uplift Christ first, and this means putting self aside in all aspects of ministry and prioritizing the needs of those we serve. We should endeavor to meet people where they are, on the platforms where they spend their time, in the way they prefer to consume content, and with language they can connect with.

9 Principles for Writing Strong Online Content

1) Remember the four primary purposes for online writing (content evangelism).
Effective online writing has at least one of the following primary goals. This is especially true for content marketing/evangelism, which requires consistent production and distribution of quality content to attract, engage, and nurture an audience.

The four purposes are:
  • To inform your readers about a topic of interest, providing new information—or old information—with a unique twist, new application, or original perspective. Aimed at providing value, this type of content makes the reader feel like they’ve become more knowledgeable because of engaging with your content.
  • To educate your readers with answers to their questions or solutions to their problems. This can demonstrate authority while also providing a service to your audience. Most educational article titles start with “How” or “How to” or “Learn.” You can also use videos, quizzes, courses, step-by-step guides, checklists, eBooks, white papers, handbooks, reports, and more to provide your audience with educational content.  
  • To entertain people who are searching for something lighthearted to pass the time, or who need a pick-me-up. This type of content can even inform or educate in a fun way, but without demanding too much brainpower. Entertaining content is often viewed while on a commute (when the reader is not the driver!), in waiting rooms, between classes, on breaks at work, while waiting for an event to start, or on the couch, winding down after a long day. Here you’ll want to utilize forms of content such as quizzes, games, polls, short videos, memes, or humorous writing.
  • To inspire your readers to take an action, such as changing a habit, sharing a post, registering for your event, signing up for a free resource, supporting your cause, or donating. Inspiring content targets emotions, stirring up feelings of agitation which could be positive (excited, emboldened) or negative (angry, shocked). However, this type of content must be used carefully. Emotional content performs poorly if the reader perceives it to be overblown or insincere. Always strive to be realistic and authentic. When possible, first test your content on a smaller audience before scaling up the reach of your articles or posts.

2) Write like you’re talking to a friend: conversationally.
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 (minus tics, fillers, and mannerisms).

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 that benefits the lives of others. The Church should be a leader in creating content of this kind.

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 topics mentioned in your articles or posts 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. Your job is to convince them that you have information about their chosen topic that is better, deeper, more interesting, or more applicable than other sources. 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 the search results.

Tips for writing conversationally:
  • Use:
    • simple, easy-to-understand language.
    • words with fewer syllables. Words with more syllables reduce readability.
    • “you,” “your,” and “I.” This makes it seem like you’re speaking to your audience personally.
    • active voice instead of passive voice.
    • examples, similes, and metaphors (but don’t go overboard).
    • contractions.
  • Be sure to:
    • tell stories. These are easy to remember and more engaging.
    • keep it short and digestible. Break long sentences into several short ones. Long sentences will reduce readability. Blog posts, for example, should be no more than 800-1,200 words.
    • ask questions.
    • write to your target audience.

  • And, finally:
    • do not ramble.

Fancy, academic writing doesn’t work for digital media. Aim to write simply, honestly, and conversationally.

3) Evoke an emotional response.
Reaching your target audiences in a deep and emotionally compelling way is key to effective communication, powerful evangelism (marketing), and creating authentic connections. In the case of mission work and cause-based initiatives, strategic placement of key words can help facilitate deeper thought and increase impact on the reader, driving them to action.

The best headlines and teaser lines receive an “Emotional Marketing Value” (EMV) score of over 40. In other words, the best online writing incorporates high impact words in a way that is quickly understood by the reader and evokes an emotional response. We are after all, highly emotional beings, who often make decisions based on what directly affects us. In a world of competing priorities and overwhelming need, this can be a useful tool to help your message stand out among the digital clutter. Afterall, your message must be read in order to have impact.

The emotional richness of copy is evaluated based on three categories: ​
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Source: aminstitute.com/headline
Gorgeous2God example: Life is tough but you're not alone. Join our community of young Christian women tackling real issues from a godly perspective.
  • EMV = 42.86%
    ​

Seminar Example: Feeling defeated? Marriage is hard and you're struggling. We're here for you. Join us for a free seminar. Click here to register in advance and get a free book with 5 practical tips for improving your marriage.
  • EMV = 50% for “Feeling defeated? Marriage is hard and you're struggling. We're here for you. Join us for a free seminar.”
    ​
Visit aminstitute.com/headline to learn more and check the EMV score of your messages and headlines.

Remember to also 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. Plus, by getting to the point early, you tell your audience why they should prioritize your content over someone else’s. People are busy; state the value up front and then deliver on that promise.

Consider 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
Example: Feeling depressed? You're not alone. 10 ways a relationship with Jesus will dramatically improve your life.
  • EMV = 50%

Example: You know probably someone who has been abused. You CAN do something. Learn the signs and red flags. Know what to do.
  • EMV = 45%
    ​
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 marketing 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.

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. Remember, people are drawn to authenticity and honesty. Church messaging should always demonstrate the highest level of integrity.   

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 resource, your solution, your method, your information, etc.

Benefits vs. features
When describing how great your resources/belief/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. People want to know why before they take the time to understand the how.

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 premium 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, with 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 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 a 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 in online marketing:
  • Order now!
  • Download here.
  • Watch this video.
  • Join today!
  • Donate to [insert organization name] & get a free travel mug!
  • Listen now!
  • Register now and get a free [insert item]!
  • Start your free trial today!
  • Secure your spot!
  • Get the full version!
  • Access exclusive information!
  • Sponsor a child today!
  • Book your appointment now!
  • Find out if you qualify!

5) Tell stories. 
To share stories is human and approachable.

There is an old Jewish parable of “Truth & Story” where naked Truth traveled from village to village trying to find acceptance and love. In each village, Truth was mocked, ridiculed and ultimately chased away. Naked Truth was hated by all she encountered. From afar, Truth saw Story, dressed in beautiful robes, enter the village that had just rejected her. The people loved Story and praised her beauty, quickly embracing her. Story later found Truth crying far outside the village and asked what was wrong. Truth revealed her desire to be accepted like Story and shared the pain of her experiences. Taking pity upon Truth, Story shared some of her beautiful robes with her so that she was no longer naked. From then on, Truth and Story always traveled together, and everywhere they went, the people rejoiced and welcomed them. 

Storytelling is a powerful means of communication online because: ​
Stories never tell us what to think, they give us something to think about. Stories don’t tell us what to feel, they cause us to feel. 

Effective writing is both a science and an art. Yes, wordsmithing is a creative process, but copywriting is a science backed by research. A great way to add creativity to the elements of formulaic copywriting is through storytelling. People can’t help but be interested in stories. As humans, we want to know how things turn out!

For generations, storytelling has been the way people learn their history and connect. The Bible itself can be viewed as a collection of stories that draw people to God, teach us difficult truths, and connect us through a shared set of beliefs. To “win” souls, we, as a Church, must connect with a person’s experiences through stories. Not only is storytelling a powerful means of communication, but a vital tool for sharing a message of hope. Jesus told parables because truths revealed through stories are an effective way to reach people with thought-provoking topics that are easy to remember. We, like Jesus, should become expert storytellers.

Storytelling connects people and gets them engaged and interested in each other. The reason why people love watching movies and reading books is because we love to be immersed in stories. Social media is people connecting with people to create a collective human story. Our job is to frame that story within the context of our faith. We can provide answers and connection online users are looking for, if we’re strategic and intentional with what we write and the content we create.

Stories can be in the form of case studies, testimonials, video retellings, 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 your constituents have shared with you. How does their journey reflect a common need or experience within your target audience?

Going deeper, what analogies or metaphors can you draw from what you do? Can it be related to common daily life concerns? How does your ministry offer practical solutions?

Check out this article on finding marketing stories in everyday life.

Write down a story that you would share with your audience that could come across as relatable and relevant to their core values or needs.

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 other 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 evangelism process.

There are increasingly specific definitions of these two terms across the internet, but the bottom line is that these writing styles and formulas work together to provide value to the reader, persuading them to stick around and, eventually, take action.

7) 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 the implementation of these two content types.

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 and social media—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/profile with out-of-date information than to go to a website/profile with no time-sensitive information at all. If an event from a couple months ago is still headlining, how can the 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 and social media copy, this evergreen content includes:
  • About
  • Services
  • FAQ
  • Archived posts or cornerstone articles
  • Resources
  • Testimonials

Special care should be taken when creating this copy so it will stay relevant for as long as possible with minimal upkeep.

Effective messaging, whether you are publishing content regularly on a blog, posting on social media, or sending emails, requires 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 an evergreen blog post that covers a related 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 topically 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 for members that search by date, but the title should be presented like a headline.

The topics covered in evergreen content must be “enduring topics,” discussing common experiences of the human condition (job interview best practices, dealing with grief and loss), timeless skills (how to pray, how to change a tire) or opinion/discussion pieces (which translation of the Bible is best?, is it better to exercise in the morning or evening?).

Additional ideas for effective evergreen content with examples:
  • Case studies (“How Pathfinders Made Me More Confident”)
  • Day-in-the-life posts or videos (“Shadowing a Pathfinder Director at Oshkosh”)
  • Interviews (“Joe Smith, Pathfinder Leader for 40 Years, Tells Us His Best Stories”)
  • Adapted livestreams (“Pathfinder Leadership Training—What Not to Do Skit”)
  • Demonstration videos (“Advanced Knot Tying”)
  • Topical blog post (“7 Ways to Deal With Rambunctious Kids”)
  • Topical blog series (“Getting the Most Out of Oshkosh, Part 1 of 3”)

8) Find ways of repurposing content to diversify your presence across multiple platforms and channels.
​

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 evangelism 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.

Here's an example of how you can make one blog post explode into ten different pieces of shareable content:

You, a nationally-renowned sandwich artist, wrote a winning post for your sandwich-making fans.
  • Publish blog post on your website: “5 Creative Ways to Slice Sandwiches for Dazzling Hors D'oeuvres Trays.”
  • Create teasers for your blog post for your followers on:
    • Facebook
    • Twitter
    • Instagram
    • Pinterest
    • etc.
  • Create an infographic, illustrating the step-by-step process of each fancy slicing technique.
  • Put together a slide deck for further details on each step of sandwich-slicing artistry.
  • Announce this fantastic post to your email list.
    • You could even create an exclusive autoresponder series (emails sent automatically to a mailing list based on specific rules/or subscriber behavior at defined intervals) that focuses even more in-depth on each of the five sandwich slicing methods.
  • Host a webinar or a Facebook live video about the five slicing strategies for aspiring sandwich artists, with Q&A afterward.
  • Turn that webinar into an evergreen video that will live on your YouTube or Vimeo channel.
  • Host a podcast, where you gather with a fellow sandwich aficionado or two and discuss these five slicing techniques.
  • Type up transcripts of the podcast discussion for those who prefer to read.
  • Turn your feedback into more shareable content. Are you getting lots of comments on your blog post, your social media channels, or your videos? Did anyone submit ideas or questions? Publish a follow-up post or video that showcases your followers’ pictures of their own slicing results, blooper videos, or new discoveries. Or create a quick video to share tips about part of the third slicing method that your virtual protégés are having a tough time with.
 
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.

9) Consider SEO-specific elements of online writing
(Titles, Tags, and Descriptions).

While seemingly small, these more technical areas of online writing can make a big difference in how Google views your site and in convincing people to click on your webpages and content 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. ​
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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:

  1. Weekly Couples Bible Study - ThisTown Church
  2. Looking for a Bible study that caters to new couples?
 
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.
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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 they are 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, and 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 of the differences between Bible translations”
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…” has specific subtitle formatting, and the subhead “How do you deal with depression” lower on the page is formatted with the H2 tag. 
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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 Element” on Macs.
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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 use it to determine the topic depth of your page.
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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:
  • Visually-impaired googlers using screen readers
  • Those who can’t see images in their email or browser (if images or HTML is disabled)

When writing your ALT tags, construct a two-to-three-word description of the image and include a relevant keyword. For example, if your page is about sermon tips and you have a picture of a megaphone to illustrate a point, you might use the description, “megaphone; projecting voice for sermons.”

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:
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(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 seekers to click on your site as they comb through search results for relevant information.

In summary:
  • Your title tag answers the “what” questions of seekers. What is this page? What is it about?
  • The meta description answers “why” they should click on it.
  • The H1 tag answers a combination of “what,” “why,” and “how” by introducing the topic and foreshadowing what the content will offer seekers or how it will help them.
  • ALT text helps Google know that images relate to the subject matter, indicating a more complete page. It also helps visually-impaired people learn what your page is about and what the images are, as they can be read by screen readers. 
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Content Evangelism: Engaging Your Audience and Improving SEO

12/18/2019

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Content Evangelism Picture
When it comes to digital evangelism and discipleship, content is made to inform, to educate, and inspire—for the purpose of attracting and nurturing a loyal audience that connects with your ministry’s message. Ultimately, your goal is to support their growth in their spiritual journey.

The currency of content marketing (or in our case, evangelism) is ACT: Authority, Credibility, and Trustworthiness (though we should also add “Empathy” to this list, especially when dealing with spiritual topics and life lessons).

Use multiple forms of content to maximize your organization’s ability to get picked up by Google’s search algorithms, as well as to further engage your audience. Keep in mind that certain forms of content will perform better with some audiences than others. By diversifying your content creation strategy, you optimize your reach and increase your impact across a variety of demographics. 

Here are the four major components that work together in a comprehensive content creation process:
  • Strategy – defining your ministry’s purpose, goals, and niche opportunities to target. Effective strategies outline topic coverage and evaluate means of distribution, measurement, and analysis.
  • Copy – the words within the content. What messages are being conveyed to your audience? How can the language best reflect the culture of the medium and the target audience so that the desired meaning can be best understood? Remember, good communication is when we speak so that our intended audience can not only hear our message, but understand its intended meaning or purpose
  • Imagery – the pictures, videos, icons, and graphics. What’s your visual theme? What emotional response or mood are your trying to evoke? What perception(s) of your brand will your audience develop of your brand based on the images you utilize?
  • Medium/Media – The final home(s) for the copy and imagery content. Where will it live? On your website? In an app? On another website? On various social media platforms?
    ​
As you continue through this section, consider how each of the following elements will fit into the above four categories. 

Most Popular Types of Online Content

Text
The written word is the foundation of any type of content, and, therefore, this is where we must begin. Ideas are usually written down first—whether in the form of notes, scripts, or outlines—before they’re turned into anything else. Even in visual media like video, written content often accompanies and supports the other content types. When you set your content evangelism goals, you’ll want to prioritize quality writing.

Keep in mind, however, that good writing in an academic sense is not the same as what’s considered good content writing or copywriting. Writing for digital environments is much more straightforward, casual, conversational, and concise.

The most common forms of written content online are:
  • Website copy, as in, the text found throughout your organization or ministry website. A thorough outline or bubble diagram is a must for planning out website content. Each page should have a clear purpose made obvious in the headline and introductory sentences. Typically, you’ll start with writing copy for the following standard pages: “Home,” “About,” “Services,” and “Contact Us.” You’ll expand from there, depending on your type of ministry.

    The more high-quality content your website has, the more likely it is to show up in search results for topics related to your mission—especially if it has a blog.

  • Blogs, or a consistently-updated collection of topical articles. The word “blog” originally came from the word “weblog,” back when blogs were more like online journals for individuals posting their opinions or recipes, documenting their parenting journey, etc. Now blogs are used both individually and commercially to engage in conversation and as a means to inform (or persuade) readers.

    Many blogs have inspired the formation of online communities, especially if they prominently link to their corresponding social media profiles on Instagram, YouTube, Facebook, Twitter, etc. Many commercial websites also leverage blogs to build or grow a community around brand values. If an organization’s blog contains useful or thought-provoking information, and is properly promoted, it can skyrocket in online influence. Often, this also increases audience conversions (taking a desired action). 

  • Landing pages, or a stand-alone page dedicated to one important message, campaign, and/or call-to-action. It’s more than just a page where users happen to “land” after a search. Landing pages are where visitors are directed via a website link, social media post, paid advertising campaign, email button, etc., for the purpose of taking a specific action. A landing page is where a visitor would be directed to learn about a specific campaign, cause, or opportunity, and is designed to encourage them to get involved or sign-up for a special offer. The call-to-action would ask them to enter an email address (or other additional information) in exchange for something like

    - a subscription to your newsletter on marriage.

    - registration for a webinar or upcoming event on healthy eating

    - the opportunity to sign up to meet with a local Bible worker or pastor

    - a “lead magnet,” such as a free e-book (or physical book) on a topic of interest, such as “What happens when we die?

    The primary purpose of landing pages should be to gather email addresses and other contact information for your marketing list, as well as analytic data on how many people are interested in what you’re offering. With the right promotional strategy, landing pages are valuable tools for growing your digital influence.

    Landing pages can also help your organization increase registrations, sign-ups, downloads, purchases, etc. When applicable, build in “buzz” words that create a sense of urgency or exclusivity that urge visitors to take action or that make them feel special. 

  • Email content. Email marketing is still a key player when it comes to optimizing your digital influence. While this content is not indexed by search engines, it serves a vital function in nurturing the relationship your ministry builds with its audience. It helps to grow an actively engaged digital following across multiple mediums and platforms, which does boost your SEO.

    However, for your message to have an impact, your audience must first open your email. Strategically written subject lines are meant to convince the reader to open your email. And once they do, the email content should be written as concisely and in as straightforward a manner as possible, as you only have a matter of seconds to engage the reader and pique their interest.

    Most email marketing content is in the form of e-newsletters that keep your community informed on news, events, resources, new content, etc. Emails may be notifications of new blog posts, or sometimes email campaigns can be an educational series in and of themselves.

    Think about what you get in your inbox. Maybe you’re on an email list that sends you a daily devotional. Whatever type of email you receive, understand that careful thought (hopefully) went into how that content was presented. Email content is intentionally designed to keep readers engaged and feeling special so they don’t wander down to the footer to click “unsubscribe.”

  • Testimonials. This content features member/participant stories and testimonies that promote your mission, message, event, or cause. Storytelling remains central to evangelism because we’re drawn to the narrative of someone “just like us” experiencing a problem, seeking the right solution, trying this and trying that, and finally discovering how to overcome the problem.

    Testimonials allow your ministry to be the “great discovery,” demonstrating that it can help people succeed and find a happy ending to their story. Around the testimonial, you can highlight your mission, what your ministry provides that others don’t, and give people a glimpse of what their lives would be like if they embraced your ideas or joined your faith community.

  • E-books. E-books educate readers (provide value) about a topic of interest. For an audience that might be looking for more depth, an e-book is a good option for going deeper than a blog or social media post allows. E-books can be terrific lead magnets as well. You can use landing pages to encourage people to sign up to receive e-books as well as physical books.

  • Social media posts. Many organizations assign their best writers to engage with their followers on Twitter, Instagram, Facebook, LinkedIn, and various niche-specific platforms. Social media writing requires short, punchy messaging that encourages discussion, inspires shares, or includes an enticing call-to-action that directs to a landing page, blog, registration page, full video, etc. We’ll discuss more about how to write effectively for social media and online audiences in the next section.

    Social media is today’s “word of mouth.” It’s the central hub of online conversations, and, if they want their posts read, liked, and shared, social media writers need to write in the word-of-mouth style, catering to the audience’s interests, frustrations, and convictions, and using strong, specific calls-to-action.

    Social media “buzz” can dramatically increase your ministry’s web presence and impact. Not only is it a good source of active backlinks that can drive traffic to your website, your social media profiles can appear as additional search results as well—further elevating your findability online.

  • SEO titles and tags, such as page titles, headlines (or H1s), meta descriptions (the intro blurb that appears underneath the page title and link in search results), and ALT tags. All of these are priorities for SEO copywriters, as the content found in these areas can make a big difference in which webpages get clicked on and ranked in search results. 

  • Microcontent, or “scannable web copy,” which refers to headlines, subtitles, subheaders, lists, pull quotes, sidebars, meta descriptions, calls-to-action, etc. These are very important, and it’s actually an area that demands the most creativity from the writer. Its purpose is to make content more scannable, overcoming the “wall of text” issue that deters so many potential readers. More often than not, the microcontent is what convinces a reader to start reading and to keep reading.

  • Transcripts for videos or podcasts. Some sites post them verbatim, while others optimize them for readability and add microcontent. This can make the transcript just as popular as the recording, especially for those (about 16% of web users) that prefer to read content. It is also highly valuable for making the content of the recording indexable for search engines. It is also a good way to promote accessibility for users that use screen-readers. Accessible content is valued by search engines.
    ​
  • Checklists, as they can stand alone as their own type of post. They can appeal to hurried readers who love scannability, and to thorough readers who like the idea of a concrete list they can check off as they apply each step. Detailed checklists can also be effective lead magnets to the right audience, especially if your content teaches a complex process or provides ways to improve an existing skill or behavior.

Video

One-third of all online activity is spent watching video. This isn’t surprising. People, as visual creatures, have been naturally drawn to online video and made it one of the most popular ways to consume content for all ages! The increase in mobile device usage has made video more popular as well. With a smaller screen, it’s easier and faster to watch videos than to read text.

Video is a great enhancer. Have you noticed that when you click on a news story, the page often has both the written article and the video from the newscast? Not only does it offer two different options for content consumption, it adds a perception of depth and authority to the story.

Video content is particularly useful for educational topics, especially “how-to” tutorials and telling stories. Demonstrations, interviews, personal testimonies, time-lapses...some things are just better presented via video.

When it comes to YouTube, this platform has created its own niche of search engine optimization. YouTube’s search algorithms rely heavily on keywords, titles, tags, thumbnail images, and microcontent such as video descriptions and channel descriptions.
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YouTube also measures “watch time,” or how long a viewer watches before clicking away or going back to search results. The more of a video that gets watched, the better that video must be, so YouTube ranks it higher in its search results. Longer videos, especially if frequently watched until the end, get even more of a boost (on other social media platforms, however, it is still generally recommended to keep videos short, around three to five minutes or less). 

Livestreams

With livestreaming, longer videos are always acceptable, regardless of platform. Livestreaming your events, whether on Facebook Live, YouTube, or your website, can widen your audience, further engage your existing audience, and provide an archivable piece of evergreen content that can be repurposed later. This is great for church services, special performances, programs at a school or university, conference sessions, and more.

When it comes to SEO, livestreams can have a sizeable effect. Facebook announced that its ranking algorithm favors live videos in its searches. YouTube promotes YouTube Live videos. And even if your organization’s livestreams are hosted off-site, it’s another link to your content that could show up in search results—especially if you’re live often!

Webinars (Online training or Bible studies)

Taking video up another notch, webinars are exclusive, live, educational presentations. Like its name suggests, it’s a seminar broadcast over the web using tools such as GoToMeeting, Zoom, or Lifesize. Participants are typically invited to webinars and provided with a private link.

While the webinar itself would not be indexed by search engines, its power to engage audiences boosts SEO through lead generation and by increasing engagement, trust, and loyalty to your ministry. Webinars can provide a valuable service to your constituents when used to teach useful information (such as tips to improve your marriage), provide background on a popular issue, or facilitate live online discussions. They can also be an effective and convenient way to host digital Bible studies for small groups, allowing face-to-face interaction and relationship building regardless of location. 

Images

While the right pictures can elicit emotion, the right designs can inspire action and highlight strategic details. Careful planning is necessary to make sure the images you’ve chosen indeed emphasize the intended emotion. It must be clear what the picture is portraying, and it should look genuine, as opposed to a cliché corporate stock photo.

Used sparingly, stock photography can be a great resource to enhance your ministry’s brand online, and it’s easy to find free stock images at pixabay, pexels, unsplash, and free-images.com. Click here for more free or low-cost stock photography and design resources.

For websites, hero images (the large, single images that dominate the top area of a website) continue to be trending. These pictures must be high enough resolution to avoid appearing pixelated (approx. 1600 pixels wide), but low enough resolution to avoid slowing down the site’s load time.

For other images that appear on your website, stick to file sizes under 250 kilobytes if possible. Learn more about image best practices for church websites.

For each image on your website, blog, or Instagram profile, make sure to apply ALT text, which is indexed by search engines to determine what the picture is about. It also acts as text that can be read by screen readers to tell visually-impaired internet users what pictures are on a page.

Infographics

When explaining a process in text, an accompanying visual is a must.

If, when talking about your topic, you find yourself saying, “Here, let me show you…” or, “Why don’t I just draw this out,” an infographic would probably come in handy.

Infographics illustrate each step or point of a process and include short and straightforward text to accompany the imagery—making complicated information easier to understand.

Designers and writers must work closely to create an infographic with a clear direction so the eye knows what to read first and where to go next.

If you’re short a graphic designer, some free tools like Canva can help you create simple infographics, which add a splash of color to your page, post, or feed while informing and engaging your audience in a creative way.

As the below infographic explains, infographics don’t just make your page more pleasant to look at—people actually search for infographics on certain topics. They’re also shared frequently on social media. Think of creative ways to use infographics for ministry, such as mapping out “How to Study the Bible for Beginners.”

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Podcasts

Audio content can include interviews, sermons, vocal essays, monologues, presentations, seminars, and more. Podcasts created from this audio content should be distributed as widely as possible, including on your website, iTunes, and other hosting platforms so users can subscribe. Even if you’re already hosting through a provider such as SoundCloud, Blubrry, Google Drive, or archive.org, it’s worth uploading to other hosting platforms in addition. These simple audio files are a highly shareable piece of content people can listen to while driving, walking, exercising, or cleaning their garage.

Having podcasts with your ministry’s name in the title, or hosted by a prominent personality associated with your ministry, can do wonders for brand awareness, which ultimately benefits overall SEO.  

Interactive content (quizzes, polls, calculators, etc.)

This type of content requires audience participation, making their interaction with your ministry far more memorable.

You’ve probably seen various character quizzes on Facebook or Twitter. They are highly shareable because, to the audience, it feels like they’re sharing information about themselves, not about the organization that designed the quiz.

Interactive content that strives to be helpful or practical might include assessment-type quizzes, calculators, interactive graphs or charts, or polls and surveys. They can also help you with demographic info-gathering for your ministry’s strategic planning. Remember, anything that deepens engagement also boosts SEO! It’s always beneficial to keep people on your website longer.

There are many tools that can help you create interactive content, including qzzr, SurveyMonkey, Doodle, Vizia, and more. 

Courses

This type of content can be important for building what Google refers to as an organization’s E-A-T (Expertise, Authority, Trustworthiness). At the same time, courses provide yet another way for your audience to consume your content. If your organization is qualified to teach even a simple skill that has value in your audience’s life (healthy cooking or practical discipleship tips), creating courses can bolster your content marketing and SEO, and become a relevant resource for your site visitors. Not only can this type of content boost your credibility, it can empower your audience for positive change.

Beginning Content Strategy Worksheet

Filling out this structural worksheet can guide your brainstorming process and help you solidify your content strategy.

  1. Which topics do you wish to cover in-depth for your content evangelism?


  2. What goals and objectives do you have for your content evangelism?


  3. What keywords relate to your topic? Brainstorm below.


  4. Run your topic and keyword ideas through a keyword research tool. What kinds of results do you find?


  5. Are the terms you thought would be popular showing high search volume?


  6. Which keywords show the most favorable ratio of search volume to competition?


  7. Using what you’ve determined from your keyword research, what is the main topic that will guide your content development?


  8. List a few substantial subtopics that can branch out from your main topic.


  9. Create a “topic tree” or bubble diagram to outline your content’s topical progression.


  10.  What possible content titles come to mind? Brainstorm below.


  11.  For which of these subtopics would it be most useful to invest in a visual element, such as a video, infographic, or image?


  12.  Which platforms best suit these topics and/or content types? Which platforms would best reach your target audience?


  13.  Start drafting content assignments and/or a publishing schedule, include guidelines for visual content, and describe the places and forms it will be published in. ​
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A Deeper Dive into Content and Creative Planning Through Keyword Research

12/17/2019

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Content and Creative Planning Through Keyword Research Picture
People value content that helps them make better decisions, answers their questions, and speaks to their core values or interests. Optimizing your content based on search engine queries (what people are searching for) helps you best match your products and resources to the needs and interests of your audience. We previously took a bird’s-eye look at using search results to find relevant content ideas. This section will go into greater depth for those ministries who want to focus more on creating digital content related to their mission and themes. If you’re a digital missionary looking to develop a content creation strategy that will reach beyond a geographical location, bookmark this section. This type of digital evangelism helps expand your messaging to new audiences who are hungry for the resources you can provide.

Writer’s block? Find out what people are searching for.

Keyword research is the core of what is known as SEO copywriting: writing content based on search engine optimization principles. Search engine optimization is a set of strategies that help organizations reach more of their online target audience. A website’s visibility in search engine results can be elevated by utilizing certain content development techniques. The higher a website ranks when a person googles search terms related to it, the more web traffic it receives. Visit SDAdata.org/SEO to learn more about SEO.

Researching keywords removes much of the guesswork when trying to figure out which topics (related to your ministry and mission) make the most sense to explore for your content. It bridges the gap between your hunches, the data, and what information people need or want.

This technique uses search query data from Google and other search engines to determine what kind of topics interest people. Creating content focused on commonly searched topics improves the visibility of your content in search results, which helps users find your ministry and increases the impact of your message.

Use the following framework as a guide to creating content based on keywords.

​1) Define the main topic of your online ministry.
For example, you decide you want to start a blog to help Pathfinder leaders. “Pathfinders,” of course, is the topic. But if you title your blog, “Pathfinders,” it’s not specific enough to get search traffic. You have to differentiate from Nissan Pathfinders, Pathfinder International, and the Pathfinder role-playing game.

Familiarity with your audience allows you to feature relevant keywords in your titles, headlines, and posts, such as:
  • Pathfinder leadership
  • Pathfinder club meetings
  • Pathfinder honors
  • Pathfinder investiture
  • Pathfinder campouts
 
While definitely more specific than “Pathfinder” alone, these are also considered broad-match keywords, as they can still have a wide variety of subtopics. They’re certainly good ideas, and posts on these topics can be helpful for your audience. However, they’re harder to rank for in Google search results without further specificity.

Let’s say there is a burgeoning trend to create Pathfinder blogs. The broad topic of Pathfinder leadership is now a highly competitive arena. How do you get your blog to stand out? Considering the clear, central purpose of your ministry is a useful exercise for most types of digital content, but you’ll quickly need to distinguish how you’ll be providing something different from the competition.
 
2) Refine your topic.
You have to get more specialized in your focus, so start brainstorming “niche topics”—subtopics within the broad subjects of Pathfinders and meetings and honors and campouts that people might be searching for information about. Some of these might be:
  • Pathfinder knot-tying honor
  • Pathfinder winter campouts
  • Pathfinder club meeting activities
  • Pathfinder Bible Experience prep
  • Pathfinder Oshkosh fundraising ideas

These are considered long-tail keywords, or keyphrases. Long‐tail keywords are low volume and highly‐focused search queries that tend to convert visitors to engaged readers/followers exceptionally well. 

You can also start brainstorming possible blog, social media, and video posts for these subtopics and long-tail keywords:
  • How to teach knot-tying to Pathfinders
  • Make your Pathfinder Investiture fun and memorable
  • Top 10 activities for Pathfinder campouts
  • Tips for teaching Pathfinders with disabilities
  • Preparing your Pathfinders for Pathfinder Bible Experience
  • Best Pathfinder fundraising ideas to cover Oshkosh expenses

3) Test your topic.
Start by googling your topics, exploring related words or phrases, and come up with some post ideas.

Then ask yourself the following questions:
  • What exists already?
  • Can you improve on what’s already written?
  • Are there certain aspects of the topic that aren’t already covered in depth (or at all)?
  • How are other users responding to this competing content? Review their comments on posts.

This is your first peek at your opportunities to enter the discussion.

Maybe you find that the knot-tying honor already has several articles that are well-written and popular. There are lots of positive comments on those posts. Therefore, another topic would be more effective in making your content stand out in search results.

However, maybe there’s one particular knot you don’t feel the other writers have explained very well, even though the rest of the post is good. Maybe you’ve found a couple comments on other blogs about how they’d like more information on the hunter’s bend. You might then decide to write a post titled “How to teach the hunter’s bend knot.”
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This is a simple example of how research and testing can help shape meaningful content creation.
 
4) Test some more.
Here’s where dedicated keyword research tools come in.

These tools access data that tells how many people are searching for a certain keyword or keyphrase (search volume), as well as how much content already exists about that keyword (competition). The sweet spot is when you find a word or phrase that has high search volume and low competition.

Here’s an example from Google Keyword Planner:
Keyword Research Picture
Many keyword research tools provide a ratio of search volume and competition. Some tools do require a paid subscription, but some are completely free and offer similar data. These free keyword tools may also show related keywords or phrases, which can be helpful for coming up with good content ideas. Overall, you’ll get a general idea of what people are searching for, enabling you to create content that will connect your ministry with the needs and interests of your audience.

Here are some recommended free or low-cost tools for keyword research or keyword ideas:
  • Keywords Everywhere is a browser add-on for Chrome and Firefox that gathers data on every term you search for with Google. It’s especially easy to use since you don’t have to open a separate program; it already displays keyword results on the side of your browser window. It can also help you find related topics to cover in support of your main topic.
  • Ubersuggest was created by renowned digital marketing strategist and author Neil Patel, because he felt that aspiring digital marketers should have a free keyword research tool they could trust. It is touted by many marketers as a great way to get keyword ideas for blog posts, and possibly provides even more ideas than Google’s Keyword Planner.
  • Keyword Planner has been the industry standard tool by which keyword research has been measured. It is a technically free keyword research tool embedded in a Google Ads (formerly Google AdWords). You will need to set up a Google Ads account to use it. While it costs money to run Google Ad campaigns, you can do keyword research with this tool without an active campaign running.
  • Twin Word allows ten free searches a day. This tool provides similar data to those already described, but is known for helping you find patterns, and its filters allow you to customize how you want results displayed. One such filter shows User Intent in five categories to help you determine the intent your audience may have had when searching for a particular keyword. If the topic they intended to search for doesn’t match up with what you’re offering, you’ll want to find other keyword options. (Find out more about how and why you should consider user intent.)
  • Google Search Console has functionality that shows what keywords are leading users to your website, as well as light keyword research.
 
The tools below differ from true keyword research but can be very helpful for “informed brainstorming.”
  • Answer the Public is a tool best used for brainstorming rather than measuring search volume and competition ratios. It’s effective for finding out what kind of questions people are asking about a certain topic. It’s based on UK data, but the info is still relevant for content creators anywhere in the world.
  • Google Trends allows you to compare two or more different topics to see which one is searched for most frequently.
  • Soovle is a customizable engine that unites the suggestion phrases from all the major providers (Google, Bing, Amazon, Answers.com, Yahoo, Wikipedia, YouTube) in one place. This tool can be a major help for search and content creation inspiration.
  • YouTube has its own keyword research tools: vidIQ and TubeBuddy. Ubersuggest also has an option to look on YouTube.


5) Create content from keyword research.
Once you’ve utilized these tactics and tools, it’s time to use this knowledge for your content planning. Keyword research does more than just tell you which words to use. It tells you which topics are popular, which topics are competitive, and what your best content opportunities may be.

This is good news! This means that the organizational methods you learned for writing essays and research papers in school will now pay off in a practical way. For blogs and websites, begin by writing an introduction to a topic (one webpage), then cover the topic (another webpage), then cover related topics (more separate webpages) or background information (another separate webpage or two). It’s essentially writing an outline, and each section of the outline is a webpage. Blogs organized like this score highly in both search engine visibility and user-friendliness. For good examples of this, visit sdadata.org/seo and SDAdata.blog/DDandE.  From a visitor’s perspective, this streamlines navigation within a specific topic. But, be careful not to take this concept to the extreme, creating a confusing maze of short pages.

Remember that relevant topics and strong topic coverage have a stronger influence on search engine ranking than using individual words or phrases repetitively. The algorithm rewards quality writing and presentation.

However, keywords do still matter!

Keyword research helps us know what words and phrases people are using. We still want to use those words and phrases as often as we can on a page—naturally. If it sounds hokey to keep repeating a phrase, find another way to say it that means the same thing. Overall, you still want the content to read as naturally and conversationally as possible, as if you were telling this information to a friend. Click here for tips on how to write conversationally.

Here are some tips for thorough topic coverage in natural language that can be adapted for a variety of content types:
  • If you were telling your friend about Pathfinder knots because you’d done the research and knew they were interested in teaching this honor, you’d certainly use the proper names of each knot, as well as some common nicknames or synonyms.
  • You’d also provide context for how you learned to master each knot and highlight some parts of the learning process that were trickier than others.
  • You’d give advice regarding the best time to use one knot over others.
  • You’d highlight some common mistakes people make when trying to determine which knot to use.
  • Then, if you had a rope and video camera (or smart phone), you’d do a demonstration.
  • You’d sum up the main ideas and conclude that knot-tying is important and that the reason so many knots exist is because they all serve a unique purpose.
  • After that, you might ask if your friend had any questions.
 
Work your way through a topic, creating as much applicable content as possible over multiple digital media posts and platforms. Content organization techniques that may help you include outlines, topic trees, bubble graphs, etc. Using these as your foundation for content creation helps you determine topical goals, objectives, and key takeaways, and makes the whole writing process easier.
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Basics of Content Creation and Strategy

11/15/2019

 

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Basics of Content Creation and Strategy
Social media is the ultimate equalizer. It gives a voice and a platform to anyone willing to engage.  ―Amy Jo Martin
Before we get started, we must first answer the question, “Who is a content creator?” The ultimate source of creative content and inspiration will always be the Bible and God. Therefore, those of us who answer the call to share the gospel online must always look first to Jesus Christ and His word for guidance.
Social media and modern technologies have eased entry into the world of telling stories, sharing ideas, and expressing thoughts through creative visual content to a wide audience. We can all be writers, creatives, and publishers now. This means that when it comes to creating content for evangelism and discipleship, the role is no longer restricted to pastors, theologians, and other trained professionals. Church leaders can organize teams of content creators within their churches and ministries by empowering professionals or aspiring young people with expertise in design, video, communications, writing, technology, etc. Many congregations have yet to tap into the potential of tech savvy members and their modern-day spiritual gifts. Greater collaboration across multiple generations can be fostered by investing in young people and giving them space to utilize their skills in this area for the Church. 

Organize Your Team

There’s no single way to organize your team(s), given that every ministry is unique. Start by taking an inventory of your church’s human resources and individuals’ personal interests and skills. Then organize accordingly to best accomplish your goals and utilize your church body’s strengths and talents. Determine roles and responsibilities, set up a multi-channel content calendar that can be shared with everyone on the team, and map out your content strategy, being sure to take an integrative approach that incorporates both traditional and digital methods of communication.

Download a content calendar template (be sure to customize it to reflect your channels). We recommend using Google Docs for sharing the content planning calendar with your team.

Remember the “Rule of 7”

If you recall from the “Strong Foundations” section, the “Rule of 7” states that a person needs to be exposed to a message at least seven times before they’ll take a desired action. Develop a comprehensive content strategy that incorporates both traditional media and digital, working together to maximize impact. In most cases, digital media is not used in place of traditional forms of communication, but in addition, as a means of amplifying your message to a larger community. Implementing an effective content strategy requires repeated, consistent messaging from multiple communication channels. Plan to repackage your content for different platforms and channels. If we view evangelism holistically, every touchpoint matters, as your target audience is likely to come in contact with several.

These touchpoints may include, but are not limited to:
  • Traditional: printed outreach materials, presentations, events, classes, seminars, wearables/flare, ephemera, print/radio advertising, direct mail pieces, billboards, flyers, bulletins, print newsletters, print publications/literature, other handouts, signage, posters, branded vehicles, letterhead, business cards, general resources, radio ministry
  • Digital: digital advertising messages and design, digital newsletters/emails, digital publications/blogs, digital flyers, website(s), social media content, videos, online resources, podcasts
    ​
With this in mind, try utilizing a diversity of content, touchpoints, and channels that are relevant to your mission to help reinforce the same “story” or message in unique ways to maximize effectiveness.

​The 20/80 Rule

Whether you realize it or not, your communications and content (or lack thereof) are telling a story, and that story is key to giving your audience a sense of why your ministry is valuable. When your audience values what you’re doing, they are more likely to respond to your call-to-actions and actively participate in other ways. Social media is popular because it speaks to a basic human need: to connect and share. We must use digital media to tell our “story” all day, every day, and build a connection with our community that ultimately motivates them to draw closer to Christ.

Along with the “Rule of 7,” you’ll want to incorporate the 20/80 principle in your content planning. The ideal ratio of posts on an organization’s digital media should be 20% direct appeals (calls-to-action to get involved, donate, register, etc.), 80% engagement. In other words, 80% of the content posted by your ministry should:
  • demonstrate the need your organization fulfills through services it provides,
  • share what initiatives your ministry is implementing to satisfy the felt needs of your community,
  • update your audience on your various goals and efforts,
  • showcase impact through testimonials and results,
  • and engage and connect with your followers.

Think of social media as a potluck with friends during which you share your desire to go on a mission trip, or your excitement about an upcoming event you’re organizing. You wouldn’t hard sell them or ask them for their involvement with no context, but you might talk about your goals, ambitions, why it’s important, and why you’re excited about what you have planned. Once your friends understand how important this mission trip or event is, they will naturally be more inclined to help you when you mention that you haven’t yet reached your fundraising goal, or they may even accept your invitation to attend with you.
​
The same principle is true for an organization’s social media channels. If you spend most of your efforts telling the story behind your ministry and creating value, your followers will gradually become more emotionally invested. Then, when you make direct appeals for action (the 20%), you will have better results because your supporters feel like they understand the importance of your mission, know what to expect, and know how the money will be used. This is especially important for millennial givers, who demand transparency and accountability when it comes to use of funds.

Plan Efficiently

Social media can seem daunting, but it doesn’t have to be. For most Adventist entities, social media manager is just one of many hats an employee or volunteer might wear. If you happen to be a full-time digital strategist, you’re likely managing multiple campaigns and projects at once. Regardless of your level of expertise, there never seems to be enough time in the day to accomplish everything you need to do in order to stay on top of the ever-growing evangelistic influence of digital media. Streamlining your approach will help you and your team tackle a large workload. 

Here are our top three tried-and-true time-saving tips for developing your content and/or campaign strategy:
​
  1. Schedule your content in batches. Scheduling your content (and ads) in advance helps you focus on big picture items without the urgency of consistent posting. Plan out regular content in advance and make time to schedule it in monthly or bi-weekly chunks. Then you can focus your attention on engagement, community building, data analysis, strategic planning, and other projects. Staying on top of performance analytics enables you to better evaluate and optimize your strategy, ultimately helping you reach your campaign goals. This technique empowers you to be more proactive in your digital strategy, as opposed to reactive. You’ll also have more flexibility to respond quickly to comments or address any unexpected issues or changes.

  2. Create evergreen content and repurpose posts. Just because you posted a piece of content once doesn’t mean your entire audience has seen it or had the time to react. Remember the “Rule of 7” states that a person must see a message at least seven times before they take action. Consequently, it’s a good idea to use one post multiple times to ensure greater exposure. Over the course of several months, you can schedule pieces of evergreen content with slightly different wording and images, and post at different times of day and different days of the week to reach different groups of people. Evergreen content is content that maintains it’s relevancy indefinitely, without losing its usefulness after a certain time period.

    This enables your team to invest more time into creating compelling posts and strong resources, videos, and images that could be used multiple times, instead of constantly seeking to create new original content. Then, weave new content around these evergreen posts as it becomes available. This technique helps guarantee a consistent posting schedule and continuous flow of content. 

    For event-specific campaigns, you can leverage the technique of repurposing to build urgency towards deadlines. For example, as the last day for an early-bird registration approaches, you can rework the same message and call-to-action using key buzzwords to attract attention.

    Messaging example:
    - 2 weeks until the early-bird discount ends!
    - Early-bird registration ends THIS Friday. Register today!
    - Don’t miss out! The discount price for registration ends tomorrow. Sign up now!

    ​Then utilize the scheduling in advance technique and set up the posts ahead of time, as well as any targeted social ads you have planned.
    ​
  3. Build off previous campaign plans for reoccurring events. This is possibly our biggest hack for annual or repeating conferences and programs. Always keep your strategy outline and performance report from the previous campaign. For the next project, simply reuse what worked, change what didn’t, update/tweak the content and timing for the new event, and freshen up the images. Systematically building off the previous campaign improves campaign performance and results each time you make adjustments that strengthen it. By tracking each campaign performance and studying the results, you not only continue to reach your audience more effectively, but lower overall costs. Why reinvent the wheel, when you can just improve it?  

Repurpose What You Already Produce

​No need to start from scratch; your team is probably already doing a good job generating content related to newsworthy events or outreach. Packaging it for the digital space and publishing online enables you to grow your potential audience exponentially beyond the worship service. A great amount of what your team may already produce for your local church ministries is content, for example: sermons and live-streams each week, studies for small groups, messages from the pastor in newsletters, videos, pictures from events, testimonials, etc. Always look for content you are already creating, then consider how it can be repackaged and weaved into your overall digital content strategy. This can be inexpensive and have long-term value as the content stays in place and is relevant for people to discover far into the future. Prioritize content that will help your audience in a tangible way, either emotionally, physically, spiritually, or psychologically.

Finding Relevant Content Ideas For Your Target Audience

Picture
If you’re like many content creators, you’ve hit a creative roadblock at some point. It doesn’t matter if you’re a pastor, Christian vlogger, or a digital disciple; we have all run out of content ideas and sat staring at our laptops at some point. As digital evangelists, we want to create relevant content, but may not always be sure what people are searching for online. Our purpose is to meet the needs of people in the digital space, and luckily, the inspiration we need lies in tools many of us use every day. Being strategic and intentional with the content we create, can help us provide people with the answers and connection they are searching for.
​
I’ve said this before: people are literally Googling for God, and I don’t expect this to change anytime soon.
Each year there are millions of Google searches for answers to questions like:
  • Is God real?
  • What happens when we die?
  • How do I know I’m saved?
  • Why is there so much suffering in the world?

There is a great need for our message of hope and wholeness. Additionally, many people are hurting emotionally, entertaining suicidal thoughts, or feel there is no hope for their situation. They turn to the internet for companionship, understanding, information, anonymity, and more. It’s easier for them to pour out their heartfelt searching to Google or on social media than it is to talk to a friend, neighbor, co-worker, or family member. Consequently, this is where we, as disciples, need to cast our net. We need to provide the kind of spiritual food the fish are looking to feed on.


Here is an easy tip for a wealth of content ideas:
Find content, write content, and curate content related to top Google searches. Frame your posts to pique curiosity and answer people’s questions, addressing their deepest longings. You can get top search data from any search engine, YouTube, and other social media trend tracking sites. Try it. Start typing in a question and let the search engine auto-finish. The top results represent the most popular search queries. In other words, you will see what large numbers of people are searching for online. It gives you a sneak peek into their needs, worries, nagging questions, and often hidden yearnings. 
Picture
These trends allow us to predict what topics audiences may find interesting, and we can use this predictability to speak to the masses in a relevant way. When we make content that speaks to people’s spiritual needs and seeks to address their deepest longings, we can change lives through digital evangelism. Being strategic and intentional with the content we create allows us to provide people with the answers and connection they are looking for online.

Bonus Tips:
  1. Explore ​Google Trends for more ideas that can be specific to your location.
  2. Name your blog post, video, etc. the same as the search result you’re basing your content on, so the search engines match it to that specific query. This helps your content appear higher in the search results and receive greater visibility. For example, you could start typing “Does God…” into the Google search box and choose the top-ranking query in the example above: “…test us.” Then create a blog post and/or video named “Does God test us?”

Jesus Spent Time with People

You must come close to those for whom you labor, that they may not only hear your voice, but shake your hand, learn your principles, feel your sympathy.
​—Ellen White, Ministry of Healing
​I cannot stress this enough: while data and research can be a huge asset when trying to find relevant content to create and issues to address, nothing replaces quality time with those you are seeking to reach. The best thing you can do in order to understand the needs and interests of your audience is to engage with them in person. Talk to them, ask questions, show them you care, and dig deep into their perspectives and challenges. This kind of relationship-building can also take place in the digital space when necessary. 

Additional Content Tips & Ideas:

  • Try new things and see how your audience responds.
  • Crowd-source content from your church community (members’ content as well as conference, union, and division resources) to help when you have limited time or manpower. You don't have to create everything.
  • Break the scroll, think differently, and allow creativity in your team.
  • Build predictability/expectations for when new content will be released (like a new blog post every week or new podcast episode released on the first of each month) but don't be so predictable it's boring.
  • Develop a multi-generational creative team with room to innovate and fail.
  • Lower the barrier to entry by demonstrating what it's like to be a part of your church community. Peel back the corporate-ness of a brand to reveal humanity by featuring behind the scenes videos and live streams.
  • Put your church culture on display. Give your audience a glimpse of the events, spiritual life, and friends they might make.
  • Champion your ministries, team, and member achievements online.
  • Find ways to showcase how non-members could fit in and be welcomed in your church.
  • Tell stories, and share experiences and testimonies online.
  • Offer digital bible studies, live-streamed prayer sessions, webinars, etc.
  • Share inspirational passages, health nuggets, practical advice for day-to-day challenges, marriage and parenting tips, community alerts, resources relevant to community issues, etc.  

Content Tips for Personal Digital Discipleship:

  • Start slow, if sharing spiritual content online is new to you and your friends. However, continue to be your authentic, unique self, who is also in a public relationship with Jesus. Share your interests but find natural ways to weave in your faith. Over time, it will get easier.

  • Share practical content that is relevant to you and helps “prepare the soil” for future conversations with people within your sphere of influence. 

    Some examples, as described by Communications Executive Rachel Lemons Aitken, could include:
    • Relationship articles
    • Lifestyle content
    • Healthy living headlines
    • Videos showing healthy food being prepared
    • Recipes
    • Workout tips
    • How you’re making health changes in your life
    • Mental and emotional health tips

The Purpose of Content

​Digital media grants the community the immediate ability to sense what your church is about by seeing its:
  • Content
  • Personalities
  • Culture
  • Environments
  • Beliefs
  • Services to the community

However, in order for your digital content to be effective, your online visitors must actually feel welcomed to attend in person, transforming online engagements and conversations into an on-site, in-person experience. Remember those brand touchpoints discussed earlier. A person’s perception of your church and faith will be based almost entirely on experiences they’ve had interacting with your organization (brand).  
​
Your digital strategy must go beyond “content out, bodies in.” Strive to create content that moves people through their spiritual journey. Find ways to feed your community’s spiritual needs beyond the few hours they spend in a church service each week. Provide spiritual guidance to those people who may never come to a church service. Afterall, the kingdom of God is an all-day, every-day pursuit. His Church and teachings should be available 24/7.  

Done is Better Than Perfect

People are drawn to authenticity in communications, not perfection. This trend is likely to hold true over the next decade, and this is good news for content creators. There is a place for highly produced professional content, but don’t let resource or skill-set limitations prevent you from attempting to create valuable content. Remember:
God doesn't call the qualified, He qualifies the called. 
Keep learning and keep trying. You and your team will improve with time and practice. Your videos and content do not always have to be produced pieces, nor should they be, in order to optimize relatability and impact. In fact, overly produced content can turn people away. That doesn’t mean be sloppy or allow for typos, but understand that you’re not competing with Fortune 500 advertising campaigns or mega-church branding. Local churches and ministries have the advantage when it comes to showcasing real people, authenticity, and community in a way that doesn’t feel contrived. Don’t hesitate to go live on your mission trip, post your event pictures, and share your in-the-moment thoughts online.

Fail Productively

​It’s fine to fail, just make sure you learn. Not every idea will be a winner, but each piece of content you produce enables you and your team to see in real-time what resonates with people and what doesn’t. Your team, through trial and error, can steer toward content that is most impactful to your target audience. Digital media allows us to test, change, and update our content and messages until we get it right, without the burden of high costs. Remember, you’re not in this alone. The Holy Spirit is working alongside you. Your message might only reach a limited number of eyes at first, but it could be the exact message those people needed to hear. Small impact doesn’t necessarily mean no impact. 
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