Digital content strategy…Do you have one?

Do you have digital content? Great. Do you have a digital content strategy?

To grow in the digital age, you need to rethink the underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value.

There are over 400 hours of content that gets published to YouTube every minute! Just in the first half of 2017 alone, content creators have published an average of 2.7 million posts per day.

Now that’s a lot of content. With that being said, how does your brand or company stand out from the rest of the crowd?

You need to have a content strategy in place if you want to make a dent in getting more leads, customers, and clients. It sounds so simple, but your strategy needs to resonate with your target audience and it needs to be highly-targeted.

Does your content contain value

So much content misses the mark. Your website is your brand’s hub of all that is digital. Just having a website isn’t enough. You need breadcrumbs to bring them to your website. The breadcrumbs are the digital content you create.

The content you are creating or distributing, needs to have value for your audience. It needs to be an important resource for them. A resource that would help to convert them into a paying customer. 

This can be an e-book or an infographic or a blog post like this one. But the question remains…does it bring value?

Your brand’s content needs to be delivered on a consistent basis and it needs to be timely. But most importantly, it needs to be relevant to your target audience.

Here are a few things you need to ask yourself and the team:

1. Is the content highly visual and engaging? (If not, it would be worth your time to speak with a creative agency or design firm)
2. Do you have a content strategy map of where you target audience dwells?
3. Have you performed adequate keyword research around your content? What is your competition posting?
4. Do you have video content and if you do are you utilizing YouTube and Facebook to distribute?
5. Does your content provide enough value to be downloaded or drive the visitor to a call to action?

Keyword Research

If you have down your keyword research homework, you will see the sweet spots where your brand or company can continue to excel. You can also see the areas that your competition is dominating and where you might need more attention. It’s all about the targeting. 

Targeting is more valuable than search volume and audience size.

Maybe you have a piece of content that is ranking high in the search results. Is it converting for you? If budget allows, creating an ad for the same term so that you dominate the search engine results page (SERP) is a way to take the space away from your competition.

Remember, the more focused your content is on common pain points with your target audience and online visitors, the easier it will be to convert them into customers.

Remarketing

According to paid search expert Larry Kim, a user is about 15% more likely to engage with a remarketing ad than they would a new display ad, even if they’ve seen the same ad 6 times before.

Your content strategy can emanate from your website based on your visitors and the different actions they take or don’t take.

Remarketing provides a second chance to reach those interested users who came and left. Remarketing can turn bounces into leads. When remarketing, you want to use different pieces of content based on the stage the visitors are at in the sales funnel.

For example, if a user bounces on the landing page, send them a remarketing ad with different messaging and a different value proposition.

If a user hits the sign up page but doesn’t fill out the form, use a remarketing ad to remind them to fill out the form because they will get the benefits from your company or brand’s service. If a user gets to the final confirmation of a form but does not convert again, offer them a discount through remarketing.

Simply adding digital tools on top of marketing, sales, or service interactions may convolute the digital experience or create new frictions that the brand wasn’t expecting. Or worse, a bad digital experience for users.

The promise of a digital content strategy and the fruits it bears is enticing to many companies, but the reality is that many are lost or intimidated by technology and new platforms to reach their digital customer. 

Each brand and company are different and the approach and strategy may need to be customized for the greatest impact.

A digital experience strategy requires brands to think differently about their customer engagement approach and identify how digital fits into the overall customer journey.

If you want to learn how to get started with mapping out your customized digital content strategy, reach out to WDB Agency for a free consultation.

We are here to help!

Ron Le Blanc / ron@wdb.agency

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