A strong digital content strategy improves visibility and customer engagement and provides a way for you to tell your story. Stronger content means more traffic. More traffic means more leads. More leads mean more customers. It’s a never-ending cycle of awesome!
If you’re just getting started with your content marketing strategy or looking to improve your current one, here are some tips on how to build a strong digital content strategy.
1. Make a Goal
If you’re looking to gain greater visibility in the industry, you should have a goal or a direction to head towards. Some ideas are:
- Make more money and grow my business
- Increase customer engagement
- Get more customers
- Know your market and know your competition
- Reduce costs and increase profits
- Get more social media followers and engagement
- Create higher ROI on advertising
- Use technology to market more effectively
- Create an online ‘moat’ of information and products
- Launch a content marketing campaign to grow your visibility
When you have a goal or direction in mind, it’s easier to outline ideas and create content around that theme. If you don’t have one, it’s more difficult to create.
2. Know Audience
One of the key aspects of a content strategy is knowing your audience. If you don’t know what people want, how can you expect to generate leads or sales? And, what does your potential audience want from you? What questions do they have? What topics should you address? Understanding what your audience wants is vital, as this helps you develop a content strategy to guide your approach.
3. Do Research
If you have a website, you have content. A website that doesn’t have useful content means you’re missing an opportunity to connect with potential customers, or a website that offers no value in exchange for the visitor’s time is like having a broken car in a high-traffic part of town.
If you need to increase the amount of content on your site, or if you need to create something new, do some research. Who are your users? What are your business goals? What topics do your competitors use? Where can you find the information you haven’t done before? What’s trending in your industry? What’s trending in the world at large? What topics are similar to your current content?
4. Create content
There is no one-size-fits-all strategy, but if you want to improve your conversion rates, then create content that will get your readers to take action. In the near future, your content strategy may include a variety of different types of content such as:
- Sales brochures
- Demo sessions
- Email newsletters
- Blog posts
- Demo videos
Most businesses have a blog on their website that they’re just beginning to engage with. This is the perfect place to start if you want to improve your conversions. Start by posting blogs that include the most important aspects of your product or service.
5. Publish content
Get over the “what” and “how” of publishing. Remember, readers don’t go to your site for information — they go to it to solve a problem. Your content must communicate your solution clearly, and showcase your expertise.
Always write with a purpose, and think about how your story will fit with your audience. Put a beautiful, easy-to-read logo or image at the beginning of your content. This makes it easier for readers to find your content and provides a way for you to highlight your company’s brand.
Content marketing isn’t a one-time sales or marketing tactic. It’s a journey that builds a stronger relationship with your customers. You’ll never know what you can achieve if you don’t start. Get to know your audience and find out how they want to be connected with your brand.
Keep learning about what your audience wants, and take a look at what your competition is doing to see how they’re getting the best of both worlds. If you build a strong digital content strategy that’s customer-centric and content-driven, you’ll be on your way to new levels of success.