Jamie Jean Schneider Domm
Digital Strategist, Social Media + Big Data, North American Division
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:
Most Popular Types of Online Content
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:
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.
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).
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.
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.
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.”
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.
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.