Overview
You have probably invested a lot of time, and energy, into carefully developing and curating your CLP resources. Now comes the important part of developing a communication strategy and getting your content discovered. But how do you do that?
If you aren’t familiar with marketing, this can seem like an incredibly daunting task. Fear not, it is not as difficult as you may think. To help you along with this process we have put together this helpful guide that is filled with best practices and some ideas that you can leverage to help users find your content. We have also included a downloadable version as well.
Publishing and Updating Content | ||
Publishing ContentPublish now, or publish later. This can be a delicate topic. Obviously you do not want to publish any content that is incomplete, doesn’t offer users any benefit, and is difficult to read or understand. But there are exceptions when partially publishing is acceptable. Let’s say you are developing, or already have, a resource that is lengthy, has a lot of sections, or is just bulky due to the content. This type of resource offers the perfect opportunity to launch it in a “phased” rollout. A phased rollout not only reduces front-loaded development times, it keeps users coming back to your resource to view the new content. |
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Updating Your ContentYou may have heard the statement “Content is King” at some point. That statement is very true when it comes to a rock solid communication strategy and your CLP resources. Keeping your content updated and full of rich information that is beneficial to users can make a huge difference when trying to attract them to your content. It is best practice to frequently check your CLP content and make sure they are updated and in good working order. What is “Good Working Order”?
What is “Rich Information”?
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Digital Best Practices | ||
Social MediaIt is no secret that social media is an incredibly powerful tool that can be easily leveraged in your communication strategy when trying to attract users to your CLP resources. Below are some best practices that you can use in your posts to increase your followers and users interacting with your content. |
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Live Streaming and VideoThis has been a growing trend throughout all social media channels. Users not only stay tuned into videos and live feeds for longer, they come back for content at a much greater rate than static or one dimensional content. You can leverage this powerful tool by taking content that you would normally write about and create a video or live stream to social channels instead. It will require more planning, and you will need an assistant to video you, but it is worth the additional time as it will attract more viewers to your resource. Here are some pointers on making engaging videos
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HashtagsThere are several factors involved with increasing your content views and engagement for any social channel. One simple, yet effective, way to attracting followers to your content is done through the utilization of hashtags. These are useful tools when applied correctly and provide a gateway into users’ social media feeds. We have included some helpful do’s and don’ts to guide your hashtag selections. Do
Don’t
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InfluencersAnother great way to get your content noticed is by on-boarding an influencer. Influencers typically have a large number of followers that actively engage with content posted on the influencers’ social channels. Once the influencer follows and likes your posts, your content will quickly propagate throughout their follower network and increase the interest and engagement of your content. The next question you would probably ask is “how do I find and onboard an influencer?” This takes a little due diligence on your part. First, start by searching for people who are passionate about the subject your content applies to on social media platforms. After you find someone that shares the same interest, and who has a large set of followers, simply open a line of dialog with them. You are trying to get them to champion your cause so this can take several attempts but is worth it once they are your ambassador. |
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Emails/NewslettersNewsletters are still an effective part of a comprehensive communication strategy. These are fantastic tools as they have a high frequency of being read by recipients and provide a lot of space for you to highlight multiple pieces of your content in one condensed area. There are several newsletter platforms that are available online, we have included a few top tools that are easy to use and highly accessible. We do recommend you check with leadership before employing one of these tools as they do collect widely varying degrees of user analytics. |
Traditional Best Practices | ||
Word of MouthOne of the oldest forms of communications and still a highly effective one is word of mouth. Interacting with people and informing them about the benefit of using the CLP is a great way to attract new users. Get them excited about the CLP by showing them your resources and demonstrating how effective they have been for your team. |
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Flyers & PostersA simple one page flyer or poster placed in a high traffic common area can be an effective tool that generates interest and drive users to your content as well. Be sure to include URL links or a QR Code to your resources so users can find them. There are numerous QR Code generators online that you can use to create a code for your marketing materials, we have included a link to one of the easiest and most popular generators below. |
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Training ProgramsOffering CLP training will not only help users find your content easily, it can help boost their career paths. This can be as simple as a brief walkthrough, setting up a profile, or an in-depth training program. Feel free to reach out to the CLP team at clp@nps.gov for help in planning a CLP training session! We also have a few helpful resources to get you started: |