Audio version of this blog available here.
The world of digital marketing can be an intimidating place. As someone who regularly creates content for a variety of companies, I know just how intimidating it can be.
In all of the digital marketing meetings I attend, I always aim to ask the same questions: What is our brand or marketing message? What is our content strategy? What content is going to have the most impact? Which platforms are we going to use to promote this content? And most importantly: How can we achieve this within our marketing budget?
A major problem I see across many companies is that they are mistaking ‘information’ for ‘content’. Anyone can sit down at a computer and write ‘information’, but where ‘content’ is concerned, there is a much deeper purpose. Content and content marketing is supposed to have meaningful information behind it to engage potential customers and be part of a wider marketing strategy. Targeting a certain audience and aiming to elicit certain emotional responses from that audience is the key to unlocking a successful digital content strategy.
1. Engagement with your content
To achieve your marketing goals (brand exposure, online presence, compete with/outperform competitors and of course, sales), your focus must start with building content that is going to engage your current follower base, but also expand that base to grow the number of people your content reaches.
Without a doubt, the content that gains the most traction with potential customers is based around storytelling and personal experience. Unlike traditional advertising or direct marketing, you cannot expect the same measurable cause and effect return on your investment from your digital content marketing strategy. It is about creating an online presence that defines your brand message, while engaging with the wider community that are relevant to your market through content and connections.
2. Keep up the flow of quality content
One of the most common excuses used by companies that don’t create their own content is that they are worried they will not be able to keep up the flow of high quality content to post online. This can be a fair point. Without the right communication and planning, your high quality, regular content can become low quality and sporadic. It is the combination of poor communication and planning, a lack of resources, or not making use of the resources available, that are the biggest obstacles to delivering consistent quality content.
A company that merely focusses on its brand agenda when creating content will struggle to find new and interesting things to say to its audience. The key to keeping up a successful flow of quality content is to cover a broad range of topics that are relevant to your wider industry, competitors and employees, as well as current and potential customers. Sounds easy, right? You would think so, but 90% of companies out there are not even using these basic tactics.
3. Distributing your content
Quality digital content is meaningless if people can’t find and share it with other people. It is naïve to think that merely creating quality content and posting it online is enough to achieve the business objectives you set. It is not!
If you want to increase the reach of your content, you need to introduce, promote and amplify the quality content you have made. One of the key drivers of this should be “Search Engine Optimisation” (SEO). This should be at the heart of your content promotion and distribution. SEO in a nutshell means getting your website to show on the first page of results on a search engine.
Another important aspect to cover is “Social Media Community Development”. This is going to be very important when it comes to building your online profile. Have you made connections across all social media platforms with peers, competitors, suppliers, customers and other players in your business community? To get the most out of your content on social media it’s important to use techniques like “sequenced content” which leaves your followers/community anticipating the next instalment of your content. This works best with video and literary content. Growing your followers and expanding the number of ‘organic’ shares by this group of followers is a zero-cost way to hugely amplify your message.
Those are my three top tips for creating a successful digital marketing strategy. Hopefully this article has got you thinking about how your content is being created, distributed and viewed. At GL Pro UK we work with our clients to deliver a start-to-finish digital media and content creation strategy. Our digital marketing team work alongside our clients to get to know the ins and outs of their business and create a content creation strategy that will be successful. We also provide the technicians and equipment needed to create the content, and finally, our social media management team can help with expanding the audience and making sure the quality content keeps coming out on time and across all social media platforms.
For help with your content creation and digital marking needs get in touch with us to see how we can help you.