By Michael Briggin
Content marketing effectiveness isn’t just about the content you create. Having a greater understanding of the mediums and process of executing your strategy matters just as much as the execution of your campaign:
Digital Content Strategy For Targeted Campaigns
While traditional marketing is more about direct marketing and sales, content marketing is more about brand relevance and ensuring that the product becomes a fit for customers. An effective content strategy requires a deep understanding of the digital technology mediums that are being used to target the customers.
For example, with SEO, it’s important to ensure that your organization’s website has relevant content that appears in Google Search Results and so on. Keywords are important but so is the content that ties into the keywords.
Additionally, social media platforms such as Facebook, Instagram, TikTok and Twitter require content marketing to be more directly social and straight to the point.
Users going to any of these channels are not typically looking to use them to buy products or services. It helps to ensure your content strategy here is not only brand relevant but a social brand as well.
Understanding Customer Journey
Every channel your organization uses for content strategy needs compelling visual and written content. This applies not just for your website but for any backlinks that direct users to your website.
However, just posting such content isn’t enough. You need to ensure that your users are guided with the appropriate customer journey process so there’s a call-to-action option.
Given that users move from one technology to another to get information, in order for them to become become customers it’s important to capture them with the relevant messaging.
Data Analysis And Marketing Research
The smartest marketing campaigns come from getting the best data and information. Collecting this from survey platforms such as Survey Monkey, email newsletter sign-ups, customer feedback, sales data and web traffic demographic analytics helps you understand your market better as you find the right content to bring your customers to your direction.
It’s always a good idea to never rule out any method of data and information collecting.
Content Editorial Calendar
When you are planning to publish your content, it helps to have a good content editorial calendar for you to map out your content objectives.
By using this calendar, you will make it easier to collaborate with your team as needed in order to ensure the content strategy activities are met. It’s always important to ensure that you are meeting your deadlines and aren’t getting bogged down with more ideas than you can actually execute into campaigns.
The larger the marketing department, the greater the coordination will need to be with key stakeholders if you want your content strategy execution to be done on time and efficiently.
Content analytics, content creation, content curation and content distribution software programs can help you improve your focus and reach. Beyond that, consider prioritizing how you allocate resources within your budget for operational processes and set for your marketing department to meet its objectives.