Genius may require perspiration. But it also requires restraint.
And while âshiny object syndromeâ didnât exist during Edisonâs day, I bet he didnât perspire for nothing. Thatâs like stepping into the heat to sweat butÂ notÂ burning calories or accomplishing anything. Youâre left feeling sticky, with nothing to show for it. Whatâs the point?
Choosing tools with purpose will prevent perspiration over a pop of insight. With anÂ entire universeÂ of shiny tools out there, sticking to the script isnât easy. But it will help you to:
- Narrow your focus.
- Choose marketing tools that are relevant and useful to your business.
- Discover theÂ right content toolÂ without going down the rabbit hole.
You want interactive,Â shareable digital marketing. But with all of the options, itâs easy to confuseÂ complexity with effectiveness. To help you select your tools more purposefully, hereâs a list of tools that may help you to work smarter (if you use them right). Tools and technology are a rapidly evolving space, so please keep in mind that this isnât a comprehensive list.
You need to:
1. Create content more purposefully: Scrivener
This tool was created for writers who produce lots of content. It helps you get to the end of that âawkward first draftâ by allowing you to seamlesslyÂ organize your ideas and keeping you focused with the distraction-free composition mode. If youâre using Evernote to compile small notes,Â ScrivenerÂ does the job much better. And if youâre using Microsoft Word for longer-form content, Scrivener provides a cleaner and smoother interface. The learning curve is a bit steep (thereâs a ton of bells and whistles), but the tutorial does a great job of walking you through any hurdles.
2. Optimize your content: Scribe
The words on your blog are a part of theÂ recipe for marketing success.
When you learn how to optimize those words, you canÂ connect withÂ your customers through search.
Scribe is a copywriting software tool that evolves alongside the search engines. Scribe helps you research, optimize, and connect your content. Think of it as an âaudience-optimized content toolâ that helps to bring traffic and leads to your business.
3. Optimize your website: Google Authorship
Google AuthorshipÂ is a feature of the Google+ community, and it allows your Google+ profile to be recognized when you create content.
By using it to link content that you publish on a specific domain to your Google+ profile, you tell Google that youâre the creator of the content.
Putting your face to your content builds credibility. And it makes sure that you get the credit that you and your business get the credit you deserve.
4. Distribute a news release in the most robust way possible.
You donât just want any publicity. You wantÂ smart publicity. Get publicity and buzz, get on major search engines, and reach your customers directly with an online news release. The online world is a big place, and robust tools help you focus on the people who matter.
What tools do you choose with purpose? Please comment below.
A version of this post originally appeared on the Vocus blog.