FoM18: 5 things you need to know
It’s no joke to flesh out a company’s key messages. You need to do extensive research and competitor analysis, then get senior stakeholders into a room together to agree on a single brand narrative.
“What’s the value of investing time and resources into a messaging workshop?” You’ll encounter this question repeatedly, and it’s not the easiest to answer.
To justify the spend, it’s time to integrate search engine optimization (SEO) into your messaging strategy.
SEO = ROI
SEO plays a crucial role in messaging; Driving revenue from a marketing channel (your website) that has no ongoing cost per acquisition.
The catch? Unlike a messaging workshop, SEO’s not done and dusted in one go.
Messaging acts as the framework for marketing and comms, but in order to give it real reach online you need regular audits, research, and optimization.
If the last time you thought about SEO was during your last website revamp, it’s time to take another look.
Make sure your key messages line up with these three elements:
You’re probably familiar with this one. This is all the content and page elements that boost your ranking on search engine results pages (SERPs). Elements such as keywords, header tags, and internal links help search engines rank your site as they crawl through its code.
Your site isn’t making your brand as visible as possible if your messaging isn’t informed by keyword research.
Giving your key messages real reach online doesn’t stop with on-page SEO. To achieve the right positioning and increase credibility, you need to invest in link building.
This means having relevant and credible websites such as news sites, forums and social media channels link to your content.
If a hacker were to copy all your content and paste it into a fake version of your site, search engines will look at relevant (not spammy) backlinks to determine which is more credible.
Technical SEO refers to site speed, device compatibility (mobile-friendly sites or AMP content are a must), crawlability, meta security and more. When it comes to messaging, technical SEO is all about visuals.
Now that Google can recognize images and videos, these need to link up with relevant keywords of your key messages.