repurposed content

Let Your Ghost Website Prep for a Scary Crisis

Ghost websites don’t have to hide in the closet. They can be catalysts to update your crisis plan, test your crisis readiness and double-check your third-party validation. Ghost content might even turn out to be clever, shareable marketing material.

Ghost websites don’t have to hide in the closet. They can be catalysts to update your crisis plan, test your crisis readiness and double-check your third-party validation. Ghost content might even turn out to be clever, shareable marketing material.

Ghost websites are essential hardware for your crisis communication plan. They contain content you store away for a scary crisis.

Ghost content can be as basic as B-roll that you can feed TV reporters for use as “wild footage” in their crisis coverage. Content can be more advanced such as videos that show processes or safety features. There can be backgrounders, animations, frequently asked questions and answers, media clips and infographics.

Good crisis plans call for creation of ghost websites as a cupboard of content to draw upon when crisis hits. But ghost websites also can play valuable roles in crisis preparation itself.

The best crisis plans contain sound advice for how to respond to a crisis, not just what to say. Brainstorming for content to place on a ghost website should center on what you may need to describe, explain or demonstrate – and how best to show it. What you may need to describe, explain or demonstrate should lead you to go-to people and resources that can provide answers. Reaching out to go-to resources for ghost website content is like a dress rehearsal for a crisis, when getting and verifying information in real time is at a premium.

Restocking ghost website content presents a perfect opportunity for reviewing the overall crisis plan. Looking to see if you are missing useful B-roll footage or whether you should update an infographic are cues to make the same assessment of a crisis plan’s call-down phone list or the crisis scenarios that anchor your plan.

Ghost website content doesn’t need to be stored away in the closet. Its creation can be a catalyst for sharper thinking, improved validation and even clever marketing tools

Ghost website content doesn’t need to be stored away in the closet. Its creation can be a catalyst for sharper thinking, improved validation and even clever marketing tools

Some of the most important ghost content you can develop is third-party validation of your products, product claims or safety processes. This validation should be checked routinely and updated as necessary. The review should trigger a wider reflection on additional ways to validate claims or emerging best practices, which in turn can alter approaches to a crisis or point to smart management actions.

Crisis scenarios can be very different and require significantly different kinds of crisis content. Ghost website content is a simple way to hammer home that point to a crisis team, as well as prepare for a crisis. Ghost content to deal with an environmental spill (showing your environmental stewardship) is not the same as what is needed to deal with financial fraud (showing your financial safeguards).

Reviewing ghost website content scenario by scenario can reveal pockets of knowledge you need to fill in or expose actions you should take to prevent or reduce the likelihood of a crisis.

In a crisis test drill, activating and pushing out appropriate ghost content can measure how well your social media platforms are positioned for crisis response.

A crisis manager could recruit a group of print and electronic editors to discuss the kind of validated content they would value in a crisis situation. The discussion could include a show-and-tell of ghost content. Their comments and insights could be useful in grooming or adding to a crisis plan’s ghost content.

Since a goal for effective crisis response is to preserve and even enhance a reputation, invite marketing staff to riff on ghost content ideas, which might double as marketing content. There is nothing wrong with repurposing ghost content for current usage, making it familiar when it returns as part of a crisis response.

Employing ghost website content as a catalyst in the crisis preparation process can sharpen the resulting crisis plan. It also will strengthen the ghost content you have created for that scary day.

Gary Conkling Image.jpg

Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

 

Quality, Flexible Content = Cornerstone to Amplify Distribution

A competent content marketing strategy starts with quality content and continues with an energetic plan to mold and share it as in as many forms and forums as possible.

A competent content marketing strategy starts with quality content and continues with an energetic plan to mold and share it as in as many forms and forums as possible.

The ability to publish your own content is liberating, but knowing how to promote your content can be bewildering. There is a lot of advice and a heap of online tools out there, but the simplest advice may be to produce good content and share it in as many forms and forums as you can.

Instead of trying to follow mystifying listicles of tips on promoting your content, focus on a few smart steps. Start with content that is relevant, useful and engaging to your target audience. Next, deconstruct and reconstruct your content into catchy quotes, visual tools (presentations, charts, infographics) and animated videos. Finally, place your content online in your website, a blog and social media posts.

You can optimize that basic approach with social media ads, using content-sharing platforms and reaching out to online influencers, which can amplify distribution of your content.

This may seem like squirting a water gun at a huge crowd, but the characteristics of digital media give you analytics that show what works and what doesn’t, so you can modify your approach to reach your particular audience in their preferred online channels.

Make your content flexible and fungible so it can be dispatched in a variety of forms through varied distribution channels.

Publishing your own content is touted, properly so, as a cost-effective way to deliver marketing messages for a product, issue or political campaign. Self-publishing also can be a strong defensive shield, allowing you to tell your story, unfiltered and in appropriate layered detail. You even can take critics head-on, getting out your side of a messy story.

Simplifying the content publishing process doesn’t make it any easier, but it provides a clearer path to pursue. If you followed all the advice from experts (much of which is very good), you could be distracted from the basics – producing quality content and promoting it in a myriad of ways.

Just focusing on quality content, instead of quantity, is a huge step in the right direction. A great place to start is answering the most frequent questions your audience asks.

As you address frequent questions or pressing concerns, think about all the different ways you can express your answer. For example, data is often more accessible, not to mention impactful, if expressed in a chart or an infographic. Take a page from infomercials and include visual explanations that can be rendered as presentations or videos. Make sure you include some sound-bite worthy language that you can use as pullout quotes or as social media teasers.

Some topics are timely, while others are not. Make sure your mix includes “evergreen” content that isn’t tethered to time, but can be repurposed as events arise or fill a hole in your editorial calendar.

It makes economic sense to dabble in social media advertising. Promoting some of your content can produce surprising results. And it can reveal cracks in your strategy that you can fix.

Investing some energy in discovering key influencers for your target audience can pay huge dividends. You can include their insights in your content or ask them to review and share what you produce, which is painless and inexpensive way to broaden distribution to the people you want to target.

A little chutzpah never hurts when it comes to seeking earned media coverage by asking print or online publishers to use your content, perhaps as an op-ed or a feature story. This requires content written to journalistic style and standards and not brazenly self-promotional. With shrunken staffs and viewers who are less resistant to third-party content, publishers may welcome your submissions, which can include your contact information if not links to your website or blog.

Another low-cost distribution strategy is to monitor social media for posts on similar topics and add a comment with a link to your content.

Once you have gotten your feet on the ground and built a following, you can expand your sights to include some of the tools and channels that can amplify distribution. Keep in mind, there are no magic formulas for spread content far and wide, any more than there are for generating viral videos. The single most important thing you can do is concentrate on quality content that connects with your audience, then turn it into a Swiss-knife of output that you can post in a variety of places.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.