70% of marketers are investing in their content strategy. Uncover the five-steps that are crucial to creating a robust digital content strategy for your organisation.
A digital content strategy is the driver towards achieving marketing and business goals. Really, it’s a well-considered and structured plan, or roadmap, that marketers use to define all the digital content for a set period, with clear objectives.
The phrase, ‘content is king’ caught on for a reason beyond alliteration (though that probably helped). Content strategy often underpins an organisation’s wider digital marketing strategy. If marketing was a vehicle, content is the fuel that’s essential to turbo any aspect of your digital activity, from search marketing to email marketing or paid media. Whatever you’re driving, your business certainly doesn’t want to find themselves on empty.
72% of marketers said that having a good content strategy was crucial to their wider business success. This statistic explains why a reported 70% of marketers are actively investing in their content marketing strategy in 2020.
With the pressure on marketing and content teams to make sure that their spending creates the highest ROI possible, now is the time to make sure that your organisation’s digital content strategy is watertight. Ensuring that it’s geared to accelerate customer engagement, conversion and retention as the digital landscape develops.
You’re a marketing manager raring to go and start developing your content. Before you begin, take a step back and think about the person, people or organisations you want to engage with your offering. The stats say it all, 80% of people are more likely to purchase a product or service from a brand who provides personalised content. Because really, what is the point in creating content if nobody wants to engage with it?
Knowing who your target persona is will guide you as you begin to plan a content map. So, how should you go about that?
If you are a new organisation or one that has just started using Sitecore, and you don’t have the user data yet. Look to your competitors and do some good old fashioned research. Find out:
Knowing who is viewing what content, and how they are engaging with it allows you to plan and tailor your content for your users . Once you have customer personas decided, Sitecore can set up persona patterns and personalisation rules to track customer segments. This provides an extremely high level of customer personalisation.
So, now you have your target audience down to a tee and you understand their viewing habits, platform preferences and the topics that interest them. How do you make sure your content reaches the right people?
With so much content available online, the chance of getting your content seen organically on SERPs is slim, if you don’t have a robust digital content strategy. Part of this strategy must be to build your content with SEO at the forefront of your mind at all times. How can this be achieved?
“Write the way you speak”, Google now has the power to read and understand written content. Voice Search is on the rise, so make sure written content is well formed and intelligently written. Google will look favourably on articles written in this way, as it now relies on syntax and the sentiment of content instead of just keywords.
So, you’ve followed all the steps above and your content is now a search engines dream. You’ll be happy to find out that not only does great content achieve a good position in a search listing, but it also helps develop a direct relationship with your key audience, creating a digital community of followers. How?
A well-structured and SEO minded, digital content strategy should bring more organic traffic to your organisation’s website. This new traffic will bring with it a lot of interesting and important data. After a short space of time you will be able to use this data to evaluate the success of your content strategy in relation to your wider business goals. You should be able to:
Without a structured digital content strategy, it is almost impossible to know if you are fully exploring all avenues of content creation. Or if the techniques, platforms or even tone of voice you are using is hitting the spot for your desired customers. Most businesses will not continue to pay for copywriters, videographers or designers to make content if they cannot see a clear ROI.
Reading this guide on digital content strategy may have set alarm bells ringing for you. If this is the case, all is not lost. Following the simple steps above will help but you may find that you need some extra help to kick start your journey to success.
That’s where we can help. We are Kagool and we do things differently. We’re an award-winning digital agency and a top tier Sitecore partner. We have teams of digital experts that can help transform your organisation’s digital content strategy and help you meet your business goals. Contact us to learn more or by booking a digital marketing audit.