When we talk about content, you’ve got to remember that there are a couple of things with media. There is paid media, which you pay for. There is earned media, where people share your stories. And there is owned media, which is things like your website, and I really want you to think about the content you’re developing, and how quickly it expires. A Facebook post, what’s the life of a Facebook post? For some, it’s minutes. For others, it might be a couple of hours. 

Why are we focusing so much about about developing content to help market our organisation using social media and putting it on social media platforms, rather than putting it on our website and linking back to our website? That’s what you should be focusing on. Your website has a lot more longevity and search engine optimisation potential than Facebook posts. So really do think about the mediums you’re using and the return on investment that you’re actually getting from those mediums, and you’ve got to make sure you use the right medium for the right persona, and delivering the right message for that medium. 

Again, going back and looking at where we’ve been. We’ve talked about personas, we’ve talked about marketing messages. So make sure you get that right. Make sure you understand what marketing messages and content is going to connect with the audience on the mediums that you choose to use. The other one I want you to think about is the user journey on your website. 

And what I mean by the user journey is if somebody’s going to land on a website and you’ve asked for, it’s a donation call, and where does that link go? If you’ve put a Facebook post up and it links your website, which is ideal, ’cause that’s where you want the content to lead, but where does link go? Does it go just to the homepage? Does it go to a specific page that’s been set up to make donating easy? That’s what you want. Don’t send them to a random page and get them to navigate. Don’t get them to choose what they need to do. Tell them what they need to do.