| Required Skills | Skill Level | Skill Gaps | Strategy |
| Content creation – how to write effective blog posts | High | Writing is one of my strengths | Revisit resources already downloaded from Copyblogger or Hubspot |
| Content curation – how to search for content | Low | I need to find information sources worth following | Develop a list of keywords I want to appear in search results for; use these to search for and follow websites/blogs that generate content on a regular basis |
| Social media – how to use LinkedIn | Medium | I need to include using posts and sharing | Watch Lynda.com tutorials |
| Website – how to use WordPress, integrate Google Analytics | High | I already have a strong understanding of how to use the tools effectively | Read the help/support files if needed |
| E-Newsletter – how to use Mailchimp | High | I already have a strong understanding of how to use the tools effectively | Read the help/support files if needed |
Month: August 2017
Strategy for digital identity and presence (Pt 1)
Goal
To establish awareness, credibility, and connections with leads, prospects, and clients.
Objectives
- To make my presence known online
- To establish my credibility as an expert in online workplace learning
- To maintain connections with people I meet offline
Primary Audiences
- Leads – people who want to know more about me or my services but aren’t ready to reach out
- Prospects –anyone who may want to work with me in the future (e.g., professional colleagues, MALAT cohort, referrals, previous clients)
- Clients – people who have hired me for a project within the last 12 months
Secondary Audiences
- Strangers – people who stumble across my online presence by accident
- Friends and family – people who are curious about what I do and want to support me
- Competitors – people and businesses that want to scope out what I’m doing for comparison
- Visitors – people who want to learn from me but will likely never use my services
- Learning and technology cohort, faculty, previous graduates, researchers, other academics – people who want to transition to my professional blog after my academic blog is discontinued post-graduation
Timing
This is a two-year plan that will be revisited post-graduation.
Strategy
- Create and curate content
- Publish and share content
- Connect with offline connections online
| Objective | Strategy | Tactic | Measurement |
|
To establish my credibility as an expert in online workplace learning |
Create
Complete my academic blog as mandated by MALAT (i.e., academic writing style and citations) |
Academic blog (https://malat-webspace.royalroads.ca/rru0019/) | All required blog posts complete? (Yes/No) |
| Create
Rework academic blog content so that it is appropriate for a business audience |
WordPress.org
Creative Commons images |
All content revised? (Yes/No) | |
| Curate
Identify online articles and resources that would be helpful for my target audience |
Flipboard, Twitter, Instagram, Google Search, Feedly | Articles identified? (Yes/No | |
| To make my presence known online
|
Publish
Post business-appropriate content on my professional blog |
Business website and professional blog (admlearning.com) | Weekly blog posts published?
Website analytics (unique visitors, pages visited, duration spent) |
| Search engine optimization (Google) | Improved organic search rankings? | ||
| Share
Distribute original and curated content via social media weekly |
LinkedIn profile
|
Links published back to website/blog?
LinkedIn analytics (profile views, post views, search appearances) |
|
| To maintain connections with people I meet offline
|
Share
Distribute original and curated content in a quarterly e-newsletter |
Mailchimp | Quarterly e-newsletter distributed?
E-newsletter analytics (opt-in, opt-out, open rates, click through rates) |
| Connect
Invite every person I have a professional networking interaction with to join my e-newsletter subscriber list or connect with me on LinkedIn |
Email signature with call to action | Number of emails sent/received | |
| Excel spreadsheet and Mailchimp email marketing contact list | Number of e-newsletter subscribers | ||
| Number of LinkedIn connections, invites, messages |