HOW TO ORGANIZE YOUR DIGITAL CONTENT

HOW TO ORGANIZE YOUR DIGITAL CONTENT

Marketing can feel daunting for most of us, as it’s yet another thing to do. The strategy, the actioning, the reviewing: these are some of the core day-to-day tasks we have to accomplish.

Marketing can feel daunting for most of us, as it’s yet another thing to do. The strategy, the actioning, the reviewing: these are some of the core day-to-day tasks we have to accomplish.

As a writer, how can you fit these, which may not be in your own ZoG (zone of genius), into your monthly practices?

As a writer, how can you fit these, which may not be in your own ZoG (zone of genius), into your monthly practices?

Weekly: consolidate your commitment

Weekly: consolidate your commitment

Time management, that dear old friend. How much time are you spending on marketing each week? How many newsletters are you sending every month?

Time management, that dear old friend. How much time are you spending on marketing each week? How many newsletters are you sending every month?

How often are you posting on social media? Which scheduling system are you using?

How often are you posting on social media? Which scheduling system are you using?

It’s time to look at how you are managing your time around marketing. Whether you want to write down all of your tasks, or start dedicating more conscious time to specific activities by blocking specific time, it is a good practice to re-evaluate where your time is going.

It’s time to look at how you are managing your time around marketing. Whether you want to write down all of your tasks, or start dedicating more conscious time to specific activities by blocking specific time, it is a good practice to re-evaluate where your time is going.

As a rule of thumb, it’s better to start out with a lower frequency of posting and sharing and add, than to start with a lot and then suddenly reduce your frequency.

As a rule of thumb, it’s better to start out with a lower frequency of posting and sharing and add, than to start with a lot and then suddenly reduce your frequency.

Pro tip: start blocking time to engage on social media instead of mindlessly scrolling, as that can be one of the most time-sucking activities for most people

Pro tip: start blocking time to engage on social media instead of mindlessly scrolling, as that can be one of the most time-sucking activities for most people

Monthly: review your marketing efforts

Monthly: review your marketing efforts

How are you going to measure growth and celebrate your efforts? KPIs are key performance indicators and used extensively by marketers. Yet, as with any type of metrics you may track for your content, quality over quantity is key.

How are you going to measure growth and celebrate your efforts? KPIs are key performance indicators and used extensively by marketers. Yet, as with any type of metrics you may track for your content, quality over quantity is key.

To me, brand awareness means everything and nothing. Brand awareness can mean a variety of things including:

To me, brand awareness means everything and nothing. Brand awareness can mean a variety of things including:

  • engagement rate
  • engagement rate
  • top-performing content
  • top-performing content
  • follower growth
  • follower growth
  • newsletter subscribers
  • newsletter subscribers
  • Subscribers conversions
  • Subscribers conversions

This is just to name a few. The sooner you get clear on your KPIs, the sooner you can create a system to review them. Anything that tracks your performance is a KPI after all.

This is just to name a few. The sooner you get clear on your KPIs, the sooner you can create a system to review them. Anything that tracks your performance is a KPI after all.

A few I like to keep track of and review across different marketing channels:

A few I like to keep track of and review across different marketing channels:

  • Email and SMS open rate (why: because it tells me how good my headlines are)
  • Email and SMS open rate (why: because it tells me how good my headlines are)
  • Top-performing content (why: it shows what type of topics my audience loves the most on social media)
  • Top-performing content (why: it shows what type of topics my audience loves the most on social media)
  • Engagement rate: (why: it helps you shift your focus to the platforms that are most effective uniquely to you)
  • Engagement rate: (why: it helps you shift your focus to the platforms that are most effective uniquely to you)
  • Subscribers conversions (why: it’s important to outline which landing pages or lead magnets you can capitalise on)
  • Subscribers conversions (why: it’s important to outline which landing pages or lead magnets you can capitalise on)

Pro tip: track your KPIs monthly, review every 90 days if you feel that gives you more time to implement. Review without implementation is pretty much useless.

Pro tip: track your KPIs monthly, review every 90 days if you feel that gives you more time to implement. Review without implementation is pretty much useless.

Quarterly: refresh your content schedule

Quarterly: refresh your content schedule

You can repurpose your writing on social in a variety of ways to make sure you at least share 4 messages per month about one article.

You can repurpose your writing on social in a variety of ways to make sure you at least share 4 messages per month about one article.

Yet, it’s good practice to make sure you re-assess what you have learned from reviewing your efforts (step one, do not skip that kids) and put it into practice by shifting your core content categories.

Yet, it’s good practice to make sure you re-assess what you have learned from reviewing your efforts (step one, do not skip that kids) and put it into practice by shifting your core content categories.

Maybe your audience wants more quotes or video content. They love your mindset content over wellbeing.

Maybe your audience wants more quotes or video content. They love your mindset content over wellbeing.

Instead of constantly changing the goalpost, set some time aside to validate which “categories” of content you want to produce on social to support your writing.

Instead of constantly changing the goalpost, set some time aside to validate which “categories” of content you want to produce on social to support your writing.

Pro tip: have at least 5 core categories of content you can share on social media to keep your audience engaged. Play with formats, topics and even trends.

Pro tip: have at least 5 core categories of content you can share on social media to keep your audience engaged. Play with formats, topics and even trends.

Every six months: go ‘Marie Kondo’ on your assets

Every six months: go ‘Marie Kondo’ on your assets

Finally, make sure you make time to spring clean your assets. I fully outline some of the core areas you want to look at when it comes to spring cleaning.

Finally, make sure you make time to spring clean your assets. I fully outline some of the core areas you want to look at when it comes to spring cleaning.

Whenever you are auditing your marketing, you have to be merciless (and I mean that). Use your analytics to determine which accounts are most productive to your brand, then downsize and simplify.

Whenever you are auditing your marketing, you have to be merciless (and I mean that). Use your analytics to determine which accounts are most productive to your brand, then downsize and simplify.

These include your bios, your email subscribers, your overall presence and branding. This is yet again something we often forget during the day-to-day workload.

These include your bios, your email subscribers, your overall presence and branding. This is yet again something we often forget during the day-to-day workload.

Pro tip: Create one bio that can work across multiple platforms and make sure it’s updated across the board. Take time to also refine your link in bio to optimize click-throughs.

Pro tip: Create one bio that can work across multiple platforms and make sure it’s updated across the board. Take time to also refine your link in bio to optimize click-throughs.

Reviewing your efforts and taking stock of what works and what doesn’t makes your marketing more intentional, focused and overall fulfilling.

Reviewing your efforts and taking stock of what works and what doesn’t makes your marketing more intentional, focused and overall fulfilling.

Being able to dedicate a full day to get clear on your strategy will help you feel more driven and confident about your direction.

Being able to dedicate a full day to get clear on your strategy will help you feel more driven and confident about your direction.