When it comes to digital communications, keeping up with new techniques, insights and trends is critical to being able to do your job well. As a big believer in never resting on what you know worked two years ago if you can learn what works now, I was excited to attend this year’s Digital Summit DC at the Walter E. Washington Convention Center (which, incidentally, hosted Greenbuild in 2015 with an 84% waste diversion rate).
The presentations covered all aspects of digital marketing, such as email, social media, content marketing and UX. I focused mainly on content marketing, with a sprinkling of other topics that felt relevant to my work at USGBC.
Here’s a rundown of my top takeaways from the event:
1. SEO is a moving target.
In 2019, SEO is no longer primarily about throwing as many keywords into your content as possible. As Google’s algorithm continues to evolve, so must marketers. From Janet Driscoll-Miller, I learned that adding structured data is a best practice for webpages dealing with products, events, how-tos and FAQs. This allows rich snippets to share relevant details of your content right on the Google search results page, making them stand out even if they’re not the top result.
Several presenters mentioned the huge boost that having video on a page gives to its SEO rankings. In addition, Matthew Capala shared how factors like your content’s thoroughness and length have moved up in importance. For me, this will mean emphasizing USGBC’s evergreen content more and creating new content pieces that showcase our company’s authority as an industry resource.
2. Authenticity can’t be faked.
A common refrain at Digital Summit was “be more authentic.” Users are increasingly accessing web content via their phones, and social media has shown us how easy it is to create instant, personal snippets of content about our experiences. Customers don’t want to be told how great a product is—they want to see it, from other users, not from stock images.
Debra Mastaler explained to her audience that people actually respond more positively to less polished videos than to highly produced ones, because they seem more trustworthy.
When it comes social accounts, Carlos Gil recommended sharing behind-the-scenes views of people doing what they do every day in your industry. Gil also emphasized the importance of liking and commenting on all your reader interactions on social, so they can see the company is composed of real, responsive people.
3. Making things easy results in conversions.
In a competitive marketing landscape, according to Hilary Sutton, it’s imperative to “make the first ‘yes’ easy.” Sutton challenged the audience to think about how they can make conversion as simple as humanly possible, especially for the new customer. Start with a painless way to buy in, and then overdeliver so that users are impressed, she advised.
This theory came up in Capala’s session as well, under the concept of zero risk bias. This cognitive tendency causes people to prefer choices that have no risks associated with them, such as free trials, easy-to-cancel subscriptions and signups that don’t require a credit card number.
4. Analytics are a testing ground, not an endpoint.
Although we all use analytics to get a sense of what works and what doesn’t, marketers could take a more experimental approach to using this data, said Madeline Gryczman in her presentation. She encouraged creating a culture of “test and learn” that allows your team to set hypotheses about content performance, then to review the results, to try it again on different channels or at different times of year, and finally to reuse the best-performing aspects of your trials in future content.
Making time for more in-depth analytics can allow marketers to make better strategic decisions. Also, when sharing data with internal customers, it’s good to pay attention to the visual aspects of reports, like spacing, colors and graphics, to direct attention to the most relevant insights.
5. Community connections take work.
Another common theme at Digital Summit was that communities of members, users and customers need nurturing.
In her presentation, Leigh George emphasized that it’s critical to think about what you can do to help connect the community you serve, both on and offline. This means connecting them with one another in a meaningful way, not just with your own company or product.
Also, she said, when it comes to in-person interactions, customers seek “experiences they can’t get anywhere else” to make them value IRL events over digital opportunities. Building exclusive, creative happenings that aren’t just the same old thing will drive engagement much deeper in today’s world.
Last, how do you learn what your community needs from you, exactly? The best way to find out is to ask them. Mastaler suggests polling your users once a year, at minimum, to directly ask them what they want. To gain unfiltered insight, she says, it’s also helpful to explore message boards and social media in depth to find out what your industry is talking about in general, and how they are discussing your company in particular.
Digital Summit gave me a lot of new perspectives on the challenges we face as content professionals, plus ideas on how I can best achieve USGBC company goals in the ever-changing digital landscape. I’m excited to implement some of these new strategies going forward.
In March, the AP Stylebook updated its guide to all things stylistic. The publication’s annual updates are eagerly gobbled up by America’s journalists, writers, editors, PR professionals and marketers, who all want to keep up with the latest decisions in usage.
The Associated Press Stylebook and Briefing on Media Law exists in both print and online form, and is the main arbiter for consistency in English usage, grammar and style across many platforms. (Some publications, though, prefer to use Chicago style or AMA style.)
Every year, there are a few changes or new entries that create excitement, a sense of, “It’s about time they did that!” Equally common is a bit of grumbling among those of us who were used to a different style. If you missed the spring release, here’s a breakdown of the top 2019 changes.
Race and ethnicity
In a time when race-related issues and inclusivity are especially important topics in contemporary discourse, the AP has responded by creating an extensive new section of guidance for writing about these matters. Read the changes and new entries.
Highlights include updates to preferred terminology, taking into account the feedback of several journalist organizations, and instructions to be mindful of whether racial identification is even relevant to describing a person in a story. The updates also clarify the meaning of “racism” and discuss terms that are becoming outdated and should be avoided.
As a writer and editor, I feel it’s especially important to keep up with preferred terms and usage when it comes to how we talk about people. Words have power, and preferences shift. Writers have a responsibility to express things in a current and sensitive way.
The most shocking AP style update this year was also the most trivial: the directive to use of the percent symbol instead of the word in most instances. In running text, where you used to write “a 20 percent increase from last year,” you’ll now write “a 20% increase from last year.” Twitter is still chewing this one over.
USGBC uses a lot of data in our articles, so this means one less edit needs to be made when I receive an article about a LEED project that saved 40% on its energy costs through making efficiency upgrades.
The category of hyphenation received an update when AP decided that we no longer need a hyphen for compound modifiers if the modifiers are “commonly recognized as one phrase, and if the meaning is clear and unambiguous without the hyphen.”
So, using one of their own examples, “real estate transaction,” as long as the average reader would know the phrase means a transaction in real estate, not an estate transaction that is genuine, there’s no need for a hyphen.
For USGBC, this decision gives weight to the way we’ve already been styling terms like “net zero energy,” which used to be hyphenated as an adjective as recently as a couple of years ago by many outlets. However, it’s been more common usage for a while to use the term without hyphen (“a net zero energy school”).
In another minor update, the stylebook tells us that quotation marks are no longer required for “such software titles as WordPerfect or Windows.” If you are still writing about WordPerfect, though, you probably need to update to 2019 anyway.