How to clean up your digital marketing strategy for summer

If you’re like us, summer probably has you ready to pack a cooler, hop in the car, and hit your nearest beach, lake, or cookout.

But before you break out the shorts and burgers, take some time to reevaluate your digital marketing strategy. Summer is a fantastic time of year to get rid of digital clutter, dust off old concepts, and get ready for the season ahead. Here are some digital marketing strategy tips that can help you meet summer head-on.

1. Scrub down your social media

First, take a look at your social media platforms—all of them, even that Tumblr account your intern created for you back in 2009. If you have empty platforms sitting around with just a couple of lonely, outdated posts on them, you might want to close the account for good. Either that, or explore social media management options that can keep those accounts looking healthy for you.

Once you’ve axed—or recommitted to—your forgotten social platforms, focus on the content you do have. Are there any photos that don’t communicate your current brand strategy? Posts which advertise services you don’t offer? Shots of a location you no longer occupy? Now’s the time to do a social clean-up. Taking just a few minutes to tighten up these details will let your visitors know that you value quality and run a tight ship.

2. Fix your follower lists

It’s no secret that social sites are all bustling with fake accounts—last year, for instance, Facebook revealed that about 260 million of its accounts are spam or duplicates. Although they might seem harmless, fake followers can damage your digital marketing strategy efforts by making your measurement data inaccurate. That’s why it’s a good idea to comb through your followers and identify those that are clearly impostors, then remove them. That way, your analytics measurements, such as engagement and reach, will be more accurate.

3. Wash your website

If you don’t have any website maintenance services in place, you’ll have to roll up your sleeves. Verify that all of your links work; that none of your contact forms are broken; and that your necessary plugins are all up to date. If you’ve added plugins throughout the year that you never really used, consider getting rid of them—a professional developer can advise you on what you really need, and what’s just junk. Lastly, take out the trash. If you use WordPress as your CMS, go through your Drafts section and delete test posts, duplicate content, and anything else that didn’t make the cut. (And, moving forward, try to do site maintenance throughout the year instead of all at once—it’s a lot better for the health of your website.

4. Clean up your online content

Now, examine the website content you do have. Double check that all your blog and page content is optimized for SEO, with adequate length, links, keywords, meta information, and heading sizes. (If this is all Greek to you, a digital marketing expert can help translate.) Often forgotten, but just as important, is readability: make sure that you’re using active voice and short, bite-sized sentences that guide the reader through the page. Lastly, focus on the visual design of your posts. You never know how far back someone might browse, and having a consistent visual appearance boosts your brand credibility.

Need help with your digital marketing strategy?

Now that you’ve got everything squeaky clean, it’s time to party. By that, we mean the fun part of our jobs: thinking of ways to fortify and build your business. You might want to add new content to your website; update your logo or sales materials; build a new marketing strategy; or even explore a complete brand overhaul. If so, be sure to reach out—we’re here to help.

Want to boost your SEO? Hire professional content writers

Professional content writers can rejoice.

Though the all-knowing algorithm remains under lock and key, Google’s Search Quality Guidelines were released less than 6 months ago. A cursory reading of these guidelines shows that Google now gives primacy to content written by professional content writers.

In short, the internet’s most powerful force now favor skillful, authoritative writing. This is especially true in sensitive areas like medicine, finance, and healthcare, where the stakes for misinformation are higher. If you want to give your SEO a boost, it’s important to hire professional content writers with industry knowledge.

Professional content writers yield higher rankings

This is great news for internet users, because it means we’ll be exposed to better content from more qualified sources. Content farms—known for paying writers measly sums to generate loads of chiefly insufferable material—were undermined greatly by this change. Flimsy organizations like Anti-Vaccine Movement, The Flat Earth Society, and Ken Ham’s Creation Museum all have expressed outrage, claiming that their voices are being stifled. Yet overall, Google’s new guidelines make for a better web experience with more respected voices now separated from the masses of chaff.

Lousy content brings lousy results

These changes confirm what Red Letter Marketing has stood for all along: valuable content that makes a difference for target audiences. There is still a plethora of false prophets in this territory, ready to sell you cheap and easy content marketing solutions. Some have even recommended hiring a college student on the cheap to churn out blogs in order to keep your website content fresh. But the fact is, this won’t work, and is even less viable now than when it actually had some—albeit slight—impact.

The new EAT standard: Expertise, Authority, and Trustworthiness

Though more vital in fields like finance and healthcare, no industry is exempt from Google’s new E-A-T standard. This is the acronym for Expertise, Authority, and Trustworthiness. For example, say you’re looking for information on air movement. Google is more likely to drive you to reputable sources like Dyson or Boeing. Though each of these companies operate in distinct industries, they have expertise in the realm of air flow.

Offering Valuable Content, Interestingly

What’s the lesson in all of this? Chiefly, you need to have expert, professional content writers to produce your content. This is especially  true if content marketing is a main artery in your business development strategy. But industry expertise alone won’t cut it. You need to present that information in a way that inspires engagement. Hierarchy of information, scanability, and relevance all become significant elements in the presentation of content. You need to keep a reader interested, even excited about the content.

Poorly-presented information will drive visitors away faster than a toupee in a hurricane, even if it’s valuable. It’s vital to keep your readers…well—reading. They want to leave the page feeling that you’ve provided something useful and accessible. If you’ve succeeded, they’ll remember, and are more likely to come back. If not, they may end up at a competitor’s site. In this regard, professional content writers are often more qualified than those who have industry experience, yet poor writing skills.

As marketers, we take content quality seriously. To do anything less is to disrespect readers, and consequently, customers. Because Google is now reviewing websites using the E-A-T standard, the quality of your content will affect your site content. If you’re wondering how to create effective content marketing that gets the attention of both Google and customers, let’s talk.