Your digital articles strategy is the key to driving some of your biggest success factors: organic web traffic, brand name awareness, lead generation, and ultimately sales. The thing is, there’s a lot to consider when it comes to actually generating your strategy.
Content, audience, schedules, channels, KPIs — where do you even start?
Our advice: take it one step at a time. Start with what’s most important, and build on each step of the process until you’re ready to start an intentional, strategic plan that will drive ROI for your brand.
We have created a step-by-step guide you may follow to create and execute your digital content technique right away.
- Audience should be #1 priority for any digital content program.
- Setting clear goals and measurable KPIs makes it simpler to evaluate progress.
- An annual content strategy forces an always-on marketing and advertising approach
- Test, measure, and focus on the things that work to drive marketing ROI
8 Steps to Starting Your Digital Content Technique
Who are a person creating your content for? This will be the first question each marketing team asks them selves when developing a digital articles strategy.
Hint: the answer is never for your own executives.
It’s tempting to create content that touts all the really great things about your company, but that’s why you have a sales team.
Content marketing , when it’s done the right way, steers away from over-selling the particular brand. Instead, it targets consistent, quality content that’s relevant to your industry plus engaging for your audience.
So , back to the initial question: who are you generating content for?
You can use a number of strategies to discover the answer to this question. It is a good idea to spend substantial time researching your audience to make sure you get it right. Client personas ( if they don’t suck ) can be a really effective way to understand your different audience segments. Looking at customer demographic data (like web analytics and historical sales data) is another powerful tool with regard to understanding your audience.
You should also think about your audience from the perspective from the problem you’re helping them solve. Why would someone search for your content? What require do they have that would drive them to your website? Considering your audience this way helps you develop content that specifically addresses your audience’s needs and thus resonates with them more directly.
When you do your own due diligence to know your market, you are much better equipped to launch a digital content strategy that works.
Established Goals with Measurable KPIs
Now that you know your audience and what your content will do for them, it’s time for you to think about what you need it to try and do for your brand. What are your goals for your articles marketing strategy ? Is it to increase brand awareness at the top of the particular funnel? Convert leads you can pass along to your sales team? Raise your search engine rankings?
It is likely you have more than one goal for your content. By spending time outlining each of the goals of the digital content strategy, your own team can be more deliberate about creating content that will hits all of your objectives.
Just as important to understanding your marketing goals can be establishing how you will calculate your progress. First, consider the key performance indicators (KPIs) you’ll use. Is it the number of people who visit your website? The amount of leads you generate from the blog? The number of people who follow your social media accounts? No matter what your specific KPIs, be clear about them from the start so you can craft your content accordingly.
Second, put a specific number on your KPIs. If you’re planning to increase your social media following, fixed a clear numerical goal (for example, increase organic web traffic by 10% in the next 3 or more months) so your team can objectively measure whether or not your own goal is met.
The S. Meters. A. R. T. objective framework is a simple yet valuable tool that can manual your goal setting process:
Perform a Current Content Audit
It’s easy to get therefore focused on the new content you’re going to create that you forget about what you already have. But auditing your existing content is really a key part of creating a new digital content strategy. It will help you identify what’s working and what’s not. You are able to build on content that’s carrying out well and eliminate articles that’s outdated or underperforming.
To perform a current content audit , establish first what you would like to accomplish with the exercise. Have you been aiming to reorganize your content to produce a better system? Update previous content to optimize SEO? Get rid of outdated web pages and links? Assess brand voice and messaging? Again, you’re likely to have more than one goal for your audit.
Once you know what you’re looking to accomplish, clearly outline which content you’ll include. Are you auditing your website? Your Youtube . com channel? Your social media articles? Maybe you’re planning to audit everything. Either way, decide what is going to be audited before you start.
Then, consider how you’ll evaluate the content you’re auditing. Decide just how you’ll track the content a person audit and create consistent rating scales and systems. Once you do, you’re ready to start the actual auditing.
Want a deeper dive into the process? Check out Laura Creekmore’s content audit talk from a recent Content Marketing World conference.
Choose What Types of Digital Content You’ll Create
People often think blogs immediately when they consider digital content strategies. And they’re correct — weblogs are a huge part of efficient content marketing . But they definitely aren’t the only choice when it comes to content. By developing different types of content, you can much better engage your audience and let your content work together to operate a vehicle higher rankings and more traffic.
For example , OptinMonster reports that articles with videos get 94% more views than those that are text-only and video content is definitely 50 times more likely to drive organic search traffic than basic text. I
ncluding content like infographics, images, videos, polls, quizzes and more can enhance your textual content content and create a more online, engaging experience for your viewers. Creating email newsletters may help drive your subscriber bottom. Publishing how-to videos can increase your brand authority.
The important thing to know here is that diverse content is effective, and you have options. Decide exactly what fits best with your brand name, and work it into the content plan .
This one’s easy, correct? We all know that SEO is essential. Your search rankings are basically the deciding factor for your brand name visibility and the number one car owner of organic web traffic. Actually 93% of all online encounters begin with a search engine.
The thing to keep in mind here is that Google rank factors are usually constantly evolving. A decade ago, you could stuff your blogs along with keywords to your heart’s articles and expect results. Today Google can assess high quality and sentiment (among many other things) to eliminate spammy articles and push the best stuff to the top of their SERPs. In other words: you can’t cheat the system.
And that’s a good thing! It means the hard function you put into creating excellent content won’t go unrewarded. But it also means you have to maintain trends, algorithm changes, plus best practices.
Brainstorm Fresh Content Ideas
Okay — you know your audience, you’ve established your goals, you audited your content. You know what kinds of content you want to create, and you have done your research on SEO’s latest trends. Now you only require a ton of excellent ideas .
No big deal, right?
Actually, right! Do not be intimidated by the prospect of coming up with topics to cover with your content. First and foremost, know that you will find keyword tools out there to try and do most of this work for you. SEMRush is one of my favorites. Their keyword study tool may generate millions (yes, millions) of ideas from only one seed keyword. Pretty awesome.
That’s not really the only place to get concepts, either. Stay up to date on news and trends to supply commentary on what’s taking place in your industry. This can help create brand authority and create your brand personality by offering unique opinions.
You can also check out what your competition are doing and cover exactly the same topics. It might sound counterintuitive, but it’s actually a successful content marketing strategy called the skyscraper technique . Basically, you reverse-engineer the particular SEO system by choosing topics that are already position high and being protected frequently. Then, you submit your own content on all those topics and put your own rewrite on it.
That last part is important. Skyscraper content is not duplicate content. It’s content that provides something new and novel to the existing library of content that already exists on a topic.
Lastly, you can ask your group and your customers for tips. What are the people in your business finding important? What do your customers want to know more about? Going straight to the source can be an easy and efficient way to find content suggestions. You can send surveys plus emails to large groups at once to make the process even easier.
The key takeaways here: coming up with new content ideas is important and it’s an ongoing process. Develop time in your plan for finding ideas and do it periodically — not just at the start of your plan.
Create (and stick to) a Publishing Schedule
Creating a publishing schedule and sticking to it is one of the big keys to electronic content strategy success. Content calendars keep you organized plus accountable, help you identify opportunities and gaps in your content material plan, and ultimately result in better content and stronger results.
There are many tools out there that can help a person maintain your content schedule. Using a dynamic content calendar that will lives online and comes with automatic alerts to help you manage the process is an ideal option. Yet there are also free tools and content diary templates you can download and start using immediately. Creating your own calendar using Excel or Google Bedsheets is a simple starter option that many brands find effective, too.
Have a Multichannel Digital Content Strategy
Did you know you get the chance to be your own best brand promoter? A multichannel electronic content strategy can exponentially increase your views and website traffic. Think about ways you can share your own content throughout channels . For example , share your blog posts on social media platforms, or highlight your newest article as the headline of your email newsletter.
Another way to drive your multichannel strategy would be to create highly shareable content . Seemingly small details like social media marketing share buttons on your blog or encouraging followers to talk about something in your caption go a long way in increasing your brand name visibility.
Some of the most shareable types of content consist of:
- Information and statistics
- Comments on current events and news
- How-to Instructions
Launch Your Digital Content Strategy Now
If you’re ready to launch your own digital content strategy at the moment, Marketing Insider Group has got the right tools and people to assist you do it. Our Content Builder Services include a full content material audit and customized content plan. Our writers may deliver you SEO-optimized, publish-ready blogs every week.
If you’re interested in learning a lot more, set up a free consultation with me today!