I launched Wooster Media Group LLC on Jan. 8, 2018. It is approaching the four month mark, but when people ask, “What do you do?” I still pause and try to figure out the best way to answer the question. I know I need to have an elevator pitch, a short way of describing Wooster Media Group and what it does. Trust me, I know. But, it’s just hard because I do a number of things. Still, there is primarily just a single goal: Serving you. Sounds trite, but it is not. It is true, but it still doesn’t satisfactorily answer the question for most.
Wooster Media Group: The origins
I started out wanting to conduct search engine optimization audits as a side business. The problem, however, is I could not do it and work at the local newspaper where I was a reporter. We had been purchased by a $1.2 billion corporation, and I could not compete against the company. The corporation had its own digital marketing agency, so it was either leave to do it or stay and forget about it. I opted to stay. I began putting together the side business in late 2016, was going to launch Q1 2017 until the sale. Then, I pretty much didn’t think much of it. During Q4 2017, I thought I really wanted to start my own digital marketing agency, and I did. I finished the year out with the newspaper, worked through the Thanksgiving, Christmas and New Year holidays, and then went out on my own Jan. 8. As for how I came to explore a career in SEO and digital marketing, read this blog post.
SEO: The driver
Search engine optimization was the driver of this thing. SEO is a series of techniques, strategies, and best practices to implement on (and off) your website to increase traffic. As the name implies, it is a way to get your website functioning properly and at a high level (optimized) in order for your site’s pages to rank higher in search engine results pages (SERPs). This is sort of the beginning of any digital marketing effort. Claudia Pennington of DIY Marketing says she will not work on any site that is not optimized. She says this for good reason: Why spend money on driving traffic to your website if your website is ill-equipped to handle the traffic? Are your pages optimized? What about your photos? Are unoptimized photos dragging down your load times? Is your website mobile responsive? Most searches are done from mobile devices now.
So, what does Wooster Media Group do? Well, it does search engine optimization work for starters.
Content creation: The sweet spot
I believe this is the area that helps set apart the work of Wooster Media Group. I was in journalism, in one capacity or another, from 1988 to 2018 … about 30 years. I got to do it all: Writing, layout, design, graphics, photography, videography and blogging. I have won awards for investigative reporting, explanatory reporting, business writing, news writing, enterprise writing, and medical/science writing. What do the awards mean? Well, the awards and $2.19 will get you a medium iced coffee at the Dunkin’ Donuts in Wooster, Ohio. On a more serious note, the awards demonstrate I am capable and comfortable writing in so many different styles.
I think content creation can be the area that sets apart your website from others. In the past, companies relied on public relations agencies to manage and distribute their messages. With the advent of the Internet and the explosion of social media networks, companies are taking control over the message themselves. I am an advocate of companies providing website visitors with useful, relevant information, whether or not they choose to do business with you.
Here in the Wooster area, companies will start hearing more about native advertising. This form of advertising takes the shape whatever platform it appears on. For example, if your native ad were to appear on a news website, then it will look a lot like the news stories on the site. One difference is someone on the post it will mention it is sponsored content or native advertising. If it were to appear in a newspaper or magazine, again, you will not notice much difference from the stories in that publication. There will still need to be an identifier so people know it is indeed an ad that has been paid for.
For me, this content area is so important. Once your website is optimized, you have the ability to transform your website into the information hub about your business and industry. By providing timely and relevant content, you will begin to establish yourself as an authority and an expert in your field.
Through all of this, you continue to shape the message about your company’s unique selling proposition; what you have to offer; how you can provide solutions; how you have helped others in similar situations; and, all of this happens in an environment that is not over-the-top selling.
When I was a reporter, people often wanted me to send them a copy of the story I was writing in order for them to give approval. My reply to them was: I can’t. If you want to control what goes into the newspaper, you have two options: Buy an ad or buy the newspaper. But, with your website, you get the opportunity to shape the message, and that message better be truthful. Customers are pretty sophisticated. They will recognize quickly whether the emperor truly has new clothes.
Social media: The salt
Just as salt enhances the flavor of food, social media enhances your digital marketing efforts. It gives you a reach unlike any other. So, when Wooster Media Group was formed, I focused on three areas SEO, content creation, and social media management, thus my tagline: Optimize. Publicize. Socialize. Like nearly everyone else, I have complained about Twitter and Facebook. I have questioned the necessity of LinkedIn. I bemoaned Facebook’s purchase of Instagram. Yet, social media networks continue to drive a lot of traffic to my website and sites like yours.
My personal preference is to use social media to drive traffic back to the website, but there are other uses, too. It helps to build a sense of community and engagement. I need to focus on this aspect more.
So, what does Wooster Media Group do?
Well, I am able to provide all of the above services … and more. Here is but a sampling:
- I began designing simple, straightforward websites, nothing with a lot of heavy integration.
- I optimize old blog posts, updating them to rank higher in SERPs.
- I convert ephemeral content into evergreen content in order to boost organic search;
- I write content for static web pages;
- I produce social media videos;
- I do freelance writing for print publications;
- I help clients deal with the media;
- I create landing pages to help convert visitors to customers; and
- So much more.
But, the bottom line is I help connect your business with potential customers. And, I am still trying to figure out the best way to say it.
If you would like to see how Wooster Media Group can help your business, reach out to us here.
