We love to host. Specifically, we love to host events at Spring that welcome our friends, brands, and partners to learn about topics that interest them. In that spirit, we’re launching #SpringSessions, our series of periodic events where experts from within Spring share their savvy on a variety of topics. Last week, Melissa Liebling-Goldberg, VP of Editorial, and Shani Silver, Director of Copy & Brand Voice, from our team led a salon event covering all things digital content. Below, check out the key takeaways they shared with our guests.
1. Strategizing Digital Content
Identify how your brand defines content, and how you’ll be deploying that content across your own channels. Determine what your customer wants—advice, styling tips, inspiration, behind-the-scenes, etc. Focus on what you have the authority to talk about, and leverage your own network to create content that only you can. Engagement is your most important metric. How is your audience or customer interacting with and sharing your content?
2. Defining Brand Voice
Your voice should carry throughout every touch point with the customer. Simply put, your goal is to establish a voice that makes customers and followers want to listen to you. You want them to like your voice and look forward to hearing more from you.
Know that it will be a significant financial investment to hire a consulting SEO firm, but well worth it. Always conduct due diligence before you select a firm, and ask them to train you so that you can carry the work forward after their engagement ends. It is also fine to handle SEO in house, with an SEO manager or through educating yourself on SEO as much as possible. And be patient! SEO is a long game. It can take 6-9 months to see the results of your efforts.
When writing subject lines, avoid cliche. A cliche is not a phrase you’ve heard over and over again, it’s anything you’ve heard before. You will generate audience fatigue if you rely on cliches to communicate. And be concise and clear! Speak to the reader as if they are a friend, not someone to advertise to.
5. Social Media
Determine which social channels make sense for your brand, and don’t feel like you need to participate in all of them. It’s okay to be realistic about what you have bandwidth/abundant content for. The one ‘not-to-miss’ channel is Instagram, as it has proven to be an important brand builder and often a revenue generator. Each platform should have its own messaging. Think of it this way: Your brand voice speaks one language, but each social platform should have its own dialect.