A digital content strategy is a plan to help you create and manage your digital content. It’s like a content marketing strategy, but focuses on digital.
A digital content strategy also helps you measure the success of your content. This helps you continue to improve the content you’re creating, reach your audience, and meet business goals. In this blog, we show you how to master the digital content strategy.
Audit existing content
Before you start planning digital content, establish where your business is currently at. What types of digital content do you already have? Are they effective?
Your audit should examine the types of content you are (or are not) producing. It should look at the social media channels your business is or isn’t using. It should also explore digital tools and technologies which could be useful to your strategy.
You might also look at third party sites where customers discuss your business. If applicable, this will give you insight into what people really think.
Define your goals
Use your overall business goals to guide your digital content goals. Does your business want to gain new customers? Perhaps it wants to become profitable or increasing revenue.
The key to creating digital content goals? Make sure they’re measurable. For example, goals might include “increase engagement by 10%”. Or, “double clicks to website”.
Research your audience
When planning digital content, you must conduct audience research. There are many ways to do this. If your budget permits, you can interview or survey people. Try a tool like Survey Monkey or Google Forms for cost-effective audience research.
Use a customer relationship manager (CRM) like Salesforce to gather analytics about your audience. By observing your customer’s behaviours online, you can map the buyer’s journey and any obstacles to purchase. Use these analytics to inform your digital content strategy.
Create awesome content
After researching your audience, you’re ready to create digital content. You’ll have to identify the types of content that most appeal to your audience. For example, B2C digital content may include videos and podcasts. Whereas B2B might include case studies and infographics.
Here’s a list of content types you can create:
- Videos – One of the most popular online activities.
- Social Media – Has huge potential for digital marketing return on investment.
- Blog Posts – Engages users with brands by providing useful and entertaining information.
- Ebooks – Helps you create gated content and generate leads.
- Case Studies – Allows you to showcase your business’s services with real examples.
- Infographics – Helps explain products or services in a visual format.
- Podcasts – A popular way of nurturing your audience.
Use a content management system
A content management system (CMS) helps you create and publish digital content. Importantly, it also provides the analytics you need to measure the outcomes of your strategy goals. Popular CMS tools include WordPress and HubSpot, which help you deliver digital content that your audience will love.
Revisit your digital content strategy regularly. As you learn more about what works and what doesn’t, you’ll need to tweak and perfect your strategy.