Writing and relationships are still important, but it helps to have more modern weapons in your communications arsenal. Here are four that will make you a more formidable communicator:
1. Navigate WordPress.
There’s a reason why 75 million sites use WordPress. It’s simple to use for content management novices, yet versatile enough to build beautiful websites for the likes of Disney, Facebook, Bloomberg and Sony. It’s also free.
Communicators of all stripes should start a free blog on WordPress. Aside from having a forum where you can write and promote your work, you’ll be forced to learn a content management system, edit photos and figure out how to embed different pieces of content.
You’ll screw things up repeatedly, then be forced to troubleshoot on your own. You’ll never really be on your own, though, as WordPress support forums and how-to videos are ubiquitous. It’s a great way to learn basic web developer and programming skills.
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There’s roughly a one in three chance the next website you work on will be published via WordPress, so you might as well get acquainted.
2. Learn a language.
I’m in awe of people who speak multiple languages. Most human resources departments are, too.
Proceed with your Mandarin classes and German Hausaufgaben (homework), but don’t forget computer languages. A working knowledge of Python or PHP on your résumé is just as impressive as knowing some Pashto or Portuguese.
As for what language to learn, a massive survey of global developers found that some of the most-used technologies are Javascript, SQL, Java, C+, PHP and Python. HTML and CSS are also good to know.
Fluency is not essential. Familiarizing yourself with new languages—spoken and computer-based—can open opportunities, spur networking and make you a more effective communicator.
3. Enter the (duopoly) dragon.
You can’t run much of a business without understanding Google and Facebook. The tech titans gobbled up most of the $72.5 billion that was spent on digital advertising last year, with no signs of slowing.
It’s about much more than search, reach and ads, though. Communicators who want to stay relevant should enter the bellies of these beasts and wring the most benefit out of the features they offer.
Digging into Google’s products gives you an edge when it comes to decoding its ever-changing ranking algorithm, targeting precise audiences with your messaging, understanding your website traffic, getting your page to load like lightning and so much more.
You might not become a Google Partner or get certified in search, display, video, mobile or shopping advertising, but any Google niche knowledge affords you a business advantage.
As for Facebook, it helps to have a handle on its powerful advertising capacity. Targeted Facebook ads are an easy, affordable way to reach a wide swath of potential customers. It also pays to keep up with new tricks on the network, such as job posting functionality and messenger ads.
4. Tinker with automation software.
Hubspot, Marketo, Pardot, AdRoll, Pica9, Bremy—take your pick. Marketing automation platforms let you streamline efforts across communication channels, coordinate social media content, craft email campaigns, build landing pages and monitor website analytics.
Automation software savvy is a great skill to have, because it enables you to cover a lot of communication ground.
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