In the SCORE model, the concept of optimizing content is not the same as “search engine optimization,” or SEO. Not only is SEO a very technical tactic, new changes to search algorithms indicate that keyword-stuffing SEO tactics may not be the advantage they used to be.
For the purposes of the SCORE model, you want to optimize content so it can live and breathe on several communications channels. If your strategy is to bring a group of targeted individuals to your content, you need to put that content where your target audience will find it.
Appeal to their senses.
Remember the five senses? They are sight, smell, taste, sound and touch. For optimizing your content to live on multiple channels, it must appeal to the communications “senses” of your target audience.
Do they like to read long-form content? Or do they prefer quick, bite-sized lists? Would a web video or podcast make your content more appealing? Or does a shareable infographic capture your message?
More than likely, you will want some combination of these formats. As an example, let’s say you’ve developed a case study on how your product or service helped a previous client.
Here are some easy ways to optimize that case study.
- Break up the case study into 4-5 different blog posts
- Highlight 3-4 key takeaways in the case study for twitter posts
- Use testimonial posts from the client on Facebook
- Grab a quick video introducing the case study for use on YouTube
- Create an infographic or image sets to convey the key points of the case study
Each of these different formats can be used across multiple channels to optimize the message and key takeaways of your content.
With this hypothetical case study, you now potentially have almost a dozen different bites to offer your audience, as part of the entire meal you serve them about your case study and how your business helped your client.
Get graphic with your content.
For eons, humans have communicated through pictures and stories.
From cave paintings in Europe and Indonesia to the frescoes of the Renaissance and online channels today, we communicate through art and image.
Your PR and marketing should be no different.
Research indicates that social media posts which include images or videos are more engaging than text or links to other sources. Thanks to the variety of promotion channels available to you, the images and graphics you create can be used across many social networks.
You don’t have to be Picasso or Michelangelo to paint an effective picture with your content. Something as simple as a Slideshare presentation or a Click to Tweet plugin can bring new life to your subject matter and make it more accessible to your audience.
Sometimes a video presentation or a screen share can work wonders to explain technical aspects of your content. There are infographic templates are available online, and even the ubiquitous image-with-a-caption can be effective at driving a single message in a simple way.
Take time to break your content into simple, easy-to-digest bites for your audience. Get creative and think through the senses your audience will use to learn from you.
Tools to help you optimize.
No good content would be complete without a list of tools, right? Well here are some of our favorite tools to help you optimize your content.
- Canva is our go-to design tool. There are free and paid versions, and it is a fantastic and simple way to create really neat graphics for social media, presentations, flyers, and email. If you don’t try anything else, try Canva.
- Your computer probably has some video capability, but for quick screenshot videos the QuickCast app gets solid reviews. It’s free and for technical explanations can be very helpful.
- Simple GIFs can be created with the Boomerang app in Instagram. This app works off your phone and can produce neat mini-videos that loop and repeat automatically.
- For the simplest of optimized tools, check out AddText to put a few lines of copy on the photo background of your choice.
- The online apps Infogram and Piktochart provide some simple and easy ways to create infographics.
- There are dozens of stock photo options, but the two most popular are Shutterstock and iStockPhoto. Look for the “purchase photo credits” option to pay as you go, or invest in a subscription if you plan on using lots of pictures.
- For complicated graphic design, there’s the Adobe suite, or check out the lighter, cheaper alternative Pixelmator.
So there you have it.
It’s part of our humanity to tell stories using more than just words. Get creative and break your content into pictures, videos, tips, and graphics, and share those pieces across your communications channels.