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How to Build an Effective Digital Content Marketing Strategy

Date published: April 17, 2019
Last updated: April 17, 2019

If your brand is focusing on digital marketing, you’ve probably heard the phrase “Content is king.” It sounds simple: consistently produce massive amounts of content to reach your customers. However, what you don’t know about that phrase is that content isn’t king— great content is. And great content begins with an effective digital content marketing strategy.

If you don’t have a content marketing strategy in place, you’re not alone. According to a study conducted by the Altimeter Group, “More than 70% of marketers lack a consistent or integrated content strategy.” However, creating and sharing content without a digital content marketing strategy can be costly, ineffective, and harmful for your brand.

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Figuring out a digital content marketing strategy that works for your brand doesn’t have to be scary. In this ebook, we’ve provided a few key steps that can help you build an effective digital content marketing strategy, including:

Governing content

Brands are creating a lot of content for every website, social media account, and mobile app that they manage, leading to what many are calling a “content chaos.” With so much content being created, it’s impossible to effectively manage it. Without a digital content marketing strategy for every site and channel, updating or removing outdated content becomes time-consuming and increases the risk of error.

Building a digital content marketing strategy

Content strategy is not one-size-fits-all. In order to build an effective digital content marketing strategy, you have to align your team and create a process that works for your brand.

You probably have a few different people touching every piece of content you produce — from researchers and writers to editors and distributors. In order to make your digital content marketing strategy more effective, you have to identify which roles everyone plays in content creation and what your workflow will be like. Take the time to define your content creation process and create a set of best practices for all content.

Before you throw all of your time and money into creating new content, it’s critical to conduct a content audit to see what you already have, where your content gaps are, and what content you need to create. Additionally, you should figure out what technology and tools your team will utilize to help you streamline content production and distribution.

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Content distribution models

Having a plan for how you will distribute your content is just as important as how you will create it. Quality content means nothing if you aren’t putting just as much thought into where you will share it. Choosing between a centralized and a decentralized distribution model can make your brand’s digital content marketing strategy more effective.

Using technology to overcome content challenges

Creating an effective digital marketing content strategy doesn’t come without challenges. Fortunately, technology can help you streamline your process, make better content decisions, and organize your content. Choosing the right technology and tools can help you overcome the most common content challenges.

Building your content marketing stack

In order to be successful, you’ll probably need more than one marketing tool or software to help you reach your goals. To create a tech stack that can meet all your content marketing needs, you’ll probably need to find several tools, software, and applications that can help your team with content management, creation, and distribution.

As the digital world continues to grow, quality, informative, and engaging content will only become more important for your brand. It is crucial that your brand focuses on creating an effective digital content marketing strategy if you want to be successful.

Download this ebook to learn more about building a plan for content creation and utilizing technology to help your brand create, manage, and distribute content more effectively.

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