Digital content marketing strategy is a prerequisite roadmap that will drive your content marketing success. Whereas the strategy will assemble every resource that will give you an edge over your competitors. Through it, your business will reach more prospects, build trust, nurture leads, and drive desired customers’ actions.
Consequently, to succeed in digital marketing have a sound digital content marketing strategy in place. No debate about it.
How do we define digital content marketing strategy?
Digital content marketing strategy is an all-inclusive task that encompasses planning, production, publishing, and promoting your content. Therefore, this begins with identifying your target audience and reaching them with a memorable experience. This is an opportunity for brands to experiment with what is working and what is not working.
A versatile digital content marketing strategy is all you need because customers’ needs are growing. This is to ensure that your strategy remains relevant throughout your customer’s journey. Failure to adjust to your customers’ needs, you’ll run your own show. Eventually, your sales will shrink.
Is digital content marketing important?
According to Smart Insights, 69% of B2B marketers had a digital content marketing strategy. This then mean, a brand has to plan how to execute its digital content marketing strategy right from the outset. The business must see the result from the beginning.
Just like in the military. Before executing a military operation, the military commander plans well in advance. The commander assembles troops, food, weapons, and spies, then they combat the enemy.
Do you expect a general to win without planning?
Not at all.
The size of your business notwithstanding, you definitely need a digital content marketing strategy. Make it simple and dynamic in the sense that it grows with your business as you grow. However, more established businesses have complex digital content marketing strategies.
Step-by-step ways of creating a digital content marketing strategy
Have devised a 4Ps that will hierarchically push the wheels of your digital content marketing strategy forward. These steps are chronological and interdependent. If you get rid of one P, then forget about desired results. Let’s wade in right away.
Everything has a beginning. I’m sure you have heard of this adage.
Goals must precede a good content strategy setting. Every content produced must be geared towards a certain goal.
Setting goals gives your content marketing direction and how you evaluate your results. Once you implement your content strategy, you can measure your progress and see whether you are achieving the intended results. If not, you can identify the hitch by diagnosing the problem. Therefore, a goal is like a bull’s eye, which everyone aims at hitting, especially on a dartboard.
Examples of digital content marketing strategies:
These are some goals you can pursue:
- Drive relevant traffic to your website
- Generate more leads to your pipeline
- Bolster brand reputation
- Get more customers engagement and loyalty
- Increase conversions and revenue
What principal challenges to anticipate from your strategy?
As you set up your goals, it’s equally necessary to figure out the challenges that are likely to hinder you from accomplishing your goals. Below are common challenges you can encounter.
- The type of content to create that will drive traffic
- Which lead magnet will nurture your leads into paying customers
- Attaining SEO goals
- Identifying the right channels for content distribution
- Managing the editorial calendar
As you plan your digital content marketing strategy, it’s good to have this at the back of your mind. Subsequently, you can now figure out the best approach that will allow you to hit at the bull’s eye.
Statistics show that 84% have a digital content marketing strategy for their businesses. 51% reported good results, 30% average results, while 11% showed excellent results. To attain success, develop a content strategy like yesterday and be part of these statistics.
How to set goals
Most often, we are inclined to the SMART framework, i.e., specific, measurable, achievable, realistic, and time-bound. But this framework is no longer tenable because it seems to be fixed. It cannot embrace changes when goalposts shift. You will realize customers’ needs are evolving and your goals setting should match those changes.
I will recommend the CLEAR framework, i.e., collaborative, limited, emotional, appreciable, and refinable.
A goal is collaborative when it aligns a team with a shared goal. Secondly, a goal has a limited scope and timelines. Thirdly, an emotional goal stimulates and encourages teamwork. Fourthly, appreciable goals are goals that can be sliced into smaller units to speed up their execution. Finally, refinable goals make it easier for you to change course should goals change.
Define your audience
Knowing your audience is the beginning, pulling them into your business is progress, but getting them to make a purchase decision is a success. In essence, this is what your digital content marketing strategy does for your business.
Finding and understanding what your target audience is craving for. Will empower you to reach out to them. Answer their questions, address their fears and pinpoints. Consequently, dig deeper into their lifestyles and interest. These parameters will enable you to define your audience accurately.
If need be, dive into their demographic and psychographic behavior. This is where the magic is. Incorporating this into your content strategy, you will aim at the right people. Any content targeted at this audience will convert effortlessly.
Having demographic and psychographic data of your audience will give you an accurate definition of your audience. Demographic data includes gender, age, and location. On the other hand, psychographic data encompasses doubts, interests, desires, and goals.
These insights will enable you to develop content that will keep your audience engaged. And with time, these engagements will trigger some actions from your audience.
How to identify your audience
Conducting keyword research and unravelling the topic your audience is interested in. Target those topics in your next content. These are the topics that carry the dreams and aspirations of your audience.
Embrace social listening from the following platforms;
Facebooks Groups: This is one of the largest social media platforms we have. People with common interests, preferences, and choices form groups to have a conversation. Join those groups as part of your social listening strategy. The more you are informed about the needs of your audience, the better for you.
Reddit: This is a platform where specified conversations take place. Take your time and go through the posts that apply to your niche. You can get deeper into subreddits that are inclined to your niche. Listen to those conversations going on. It will open new areas your audience is concerned about.
Quora: This is another forum where people ask questions about the thing they wish to know. Be there and try to answer those questions. That’s how best you can listen to their challenges.
The planning phase helps to come up with the skeleton of your content strategy. The production phase is about adding flesh into your strategy. This is the crucial phase where you connect with your audience with the relevant content. Use the following approach.
Audit your old content
Examining your existing content can reveal more information about your audience. Moreover, it can point out the content that gets traction once it goes live. Furthermore, auditing your content regularly can have a positive impact on your strategy. You will get to know;
- The content that appeals to your audience.
- Type of content that meets your goals
- Piece of content that brings more conversions
- The type of content that needs improvement
Develop an Editorial calendar
An editorial calendar is a tool that manages your workflow and ensures a consistent flow of your schedules. For instance, slotting content topics, appropriate formats, and when to publish such a piece of content. This tool shows you well in advance what needs to be done and by who.
This is an important tool for resource allocation. You will allocate time, people, and budget to your content creation process. When this process takes time to finish, then you can go to a drawing board and adjust accordingly.
In addition, you can use this tool to prioritize the critical tasks which can expedite the success of your strategy. Use the tool to identify the areas that create opportunities for better results in your digital content marketing strategy.
Your content is key in building a loyal fan base for your business. Content that is trusted by your audience is also an asset to your business. Therefore, research the informational needs of your audience and give them exactly what they are looking for. If you overlook this important step, someone else will intercept your target customer. Don’t be a victim.
Align your content to suit every stage of the buyer’s journey. Since every customer has unique needs and they may be at different stages in the buyer’s journey.
Prospects at this stage their needs are informational and they’re stranger to your business. At this stage, your prospects are discovering their problem. Your content has to educate and inform them of solutions. Guide them by answering their questions.
The awareness stage is where the journey begins, not a destination. Engage your prospect further with in-depth content on the ways to solve their problem. Use user-generated content, such as a review from your happy customers. These proofs will trigger a positive customer action. They will be prompted to the next stage.
Prospects at this stage are leads because they’re almost at the end of the buyer’s journey. You have so much information about them. You can target them with a personalized piece of content. Your content at this stage must put you above your competitors. Using case studies, customers reviews and your expertise is all you need to close a sale.
Retention; A business that doesn’t retain an existing customer is a risky business. The cost of customer acquisition surpasses the cost of retaining an existing customer. Reach out to your existing customers through email marketing. Inform them about new products, discounts, or additional product features. In case you are dealing with technical products, use content to educate them on how to use the product.
Making follow-ups regarding your existing customers is a wonderful gesture. Your customers will feel that your business cares for their needs. A happy customer will refer their friends to your business. This is how to develop brand advocacy.
Once you hit the publish button, that’s not the end of the road. To gain meaningful engagements, then you have to distribute your content widely. Get your content in front of your target audience. Otherwise, all your efforts in a digital content marketing strategy will go unrewarded. This is not what you have planned for.
Consider the following distribution channel in your content strategy.
This is a highly targeted distribution channel. It’s estimated by 2025 it will have 4.6 billion users on board. You can use this channel to nurture your leads into paying customers. Additionally, you can use email marketing to reach out to your existing customers.
Social Media Marketing (SMM)
This is the most powerful tool to embrace in your content distribution arsenal. Find out where your target customers are spending their time. Show up with your content on those platforms. The more eyeballs get to see your content, the better for your business. The most common SMM platforms include; Facebook, Twitter, Instagram, Tik Tok, and LinkedIn.
This is whereby you drive organic traffic to your website organically by using SEO (Search engine optimization). This channel has a huge potential when done correctly. Imagine 53.3% of all web traffic comes from organic search. Ignore this channel at your own peril.
Pay per Click (PPC)
You can promote your content by running PPC campaigns at a fee. Your PPC campaigns will run as long as you pay for them. The moment you cease to pay for them, they automatically stop showing up on paid results.
Assess the performance of your content
Take a postmortem of your digital content marketing strategy and ascertain its performance. You’re now a pathologist to your content strategy. Confirm what is working and what isn’t working.
Assessing your strategy, you will understand which content is resonating well with your audience. Eventually, you will get a clue on which content to generate next.
This is the point of comparing your goals against your results. If you achieved or suppressed your goals. Then your digital marketing strategy will be said to have been a success. If you missed your goals, then your strategy was a failure.
You can always go back to your strategy and do drastic changes. Where you missed a goal, adopt a more realistic and attainable goal. Where you supersede your goals, create more challenging goals.
A business without a digital content marketing strategy is doomed to fail. Content strategy is a tool that plans and tracks your workflow from the beginning to the end. When your content creation process is monitored by a tool, then any loophole in your strategy is eliminated.
Any serious challenge to your strategy can be identified and corrected before it escalates to unmitigated levels. Use this guide to grow your business to unprecedented levels. If you don’t have a strategy, it’s never late. Develop one for your business today.