When you think about the term “digital content” and how to make yours smarter and more profitable, immediately add the word “strategy” at the end.
Why? Because you’re planning for a larger marketing context than simply content creation, however brilliant that content may be. You want to get your brand out there and ideally, entice consumers to come to you.
A digital content strategy is goal-oriented and requires certain general as well as particular steps to reach specific objectives. Prepare to evaluate, refine, or rethink your approach when and where necessary for optimal results.
What’s involved in considering a content strategy?
Content marketing is a verifiably productive way to generate brand awareness.
Why generate brand awareness at all? If people don’t realize your business exists, understandably they can’t become customers.
If people recognize the business logo and/or slogan now, isn’t that enough? Consumers have to become acquainted with your brand and what it represents before trusting you with their business.
What is an essential element of content in content marketing? It’s shareable. The content engages readers enough to share it via social media, email, word-of-mouth, etc.
What else does content marketing accomplish? Content marketing has proven to be one of the most effective methods in creating an accessible, unique, and appealing online presence.
Be sure to mix the sort of content you create.
Concentrating only on one will trigger adverse reactions because your company potentially comes across as:
What audience response are you looking to elicit? What kind of impression do you want to make on prospective customers? For example, do you want to entertain, educate, persuade, or convert?
More traffic? Increased brand awareness? Sales?
Who are you hoping to communicate with? How will you interact with them?
What does it entail in terms of budget, manpower, etc? How will you execute your strategy, step by step?
The end of the marketing plan and the buyer’s journey intersect in that the company makes a sale and obtains a loyal customer.
If you’re considering outsourcing, look up the pros and cons as outlined by other reliable sources.
Do you always have to come up with brand new content? Not necessarily.
In fact, you might want to revisit old ideas that worked in the past, or could work in the present if reframed somewhat.
A blog post could adapted into a podcast, for example, or a product review made into a short video.
Some topics never die or even seem to get old. Think sex-related articles, celebrity news, and human interest stories—their shelf-life is daunting.
With a template model (check out Buzzfeed), you can rapidly create and publish content, maintaining near real-time updates as they trend and go viral.
How will you determine the efficacy of your digital content strategy?
Below I list a few options you have for the delivery of digital content to your audience.
Remember to adapt your digital content presentation to a presentation mode appropriate for the (i.e. mobile) device, demographic (i.e. Millennials), social platform (i.e. Pinterest), et cetera, all of which serve to achieve established, clearly defined, and measurable marketing goals.
As with the related concept of content marketing, return to the stage of creating buyer personas. What kinds of digital content, or digital content subject matter, are they most receptive to?
To reiterate the moral of the day for content marketing as it is also applicable to digital content: create and consistently distribute content that is valuable and relevant to audience interests.
Lastly, digital content should also include the following elements: