Understand and use appropriate channels to disseminate content |
Blog |
Medium-high |
Start with user-friendly content management systems such as WordPress.
Intermediate experience needed for blog/Web development, SEO optimization, domain registration, etc.
Time commitment varies, depending on complexity of site and frequency of posts.
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Social media |
Medium |
Understand what channels your audience is on (eg, Twitter, Facebook, LinkedIn, and Instagram).
Conduct environmental scans to understand what is being discussed around your topic area on social media.
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Consistently generate relevant digital content that engages stakeholders |
Resources and tools |
Medium-high |
Create content that can be used perpetually, such as tutorials, guides, or content that repeats seasonally. May take time to develop. But once it is done, it has a long shelf life.
It may require software such as PowerPoint or MS Word or podcast/video-editing software such as Camtasia.
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Regular blog posts |
Medium-high |
Create blog posts, interviews, podcasts, videos, etc, solicited from outside sources.
Make an ongoing effort to reach out to potential contributors.
Keep in mind that more time is required to onboard new contributors.
Establish a number of regular (weekly/monthly/quarterly) bloggers as well as an ongoing practice of soliciting content from special guests.
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Multimedia content |
Medium-high |
Create podcasts, tutorials, and videos.
Intermediate experience is needed for using editing software such as Camtasia as well as podcast (SoundCloud, iTunes, Stitcher, etc) and video (YouTube, Vimeo, etc) hosting platforms.
Time commitment varies depending on complexity of product (editing podcasts may take less time than creating tutorials or editing videos).
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Use highly visual images or videos |
Infographics |
Low |
Use stock photographs and graphic design elements from Getty Images, Shutterstock, Pixabay, or Canva.
Use user-friendly design platforms such as Canva.
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Understand the level of effort and use resources/tools to streamline processes |
Internal resources |
High |
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External resources |
Low-high |
If resources are limited, consider hiring interns, part-time employees, and/or consultants on occasion.
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Evaluate your efforts and make adjustments |
WordPress Metrics |
Low |
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Google Analytics |
Low |
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Social media analytics |
Low |
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