Digital Content Strategy

Digital Content Strategy
2nd April 2020

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.

What is digital content strategy?

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.

Why is digital content strategy so important?

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.

Five reasons why it’s crucial for enterprises to adopt a digital content strategy

1. A digital content strategy allows marketers to develop a deeper understanding of their key customer base

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?

  • Firstly, make data your best friend. If your company uses a CMS platform like Sitecore, make sure you utilise all of its capabilities.
  • The Sitecore analytics suite boasts a variety of tools, alongside Google’s that can help marketing teams identify more about their company’s website traffic and visitor behaviour.
  • Tracking key metrics such as referrals, bounce rate and user path analysis empowers businesses to enhance their digital activity and boost results.
  • Use this information to work out which types of media your customer prefers to engage with and begin to formulate ideas from there. Sitecore personalisation can help you build an individual experience for your each of your valued visitors.

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:

  • What are they producing and how is it being received by people online?
  • Is all the content written – such as blogs and whitepapers? Or a mix of blogging and short pieces of video content? Not forgetting about the revered podcast!

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?

2. Google loves great content

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?

  • Keyword research – The keywords you focus on in your content will depend on your wider business goals and the topics which are current and relative to your target consumer. A service like Sitecore search marketing could help you with monthly SEO audits, keyword planning and reporting.
  • Use Google keyword planner to research the search volume for particular words and phrases specific to your industry. Continue this research with a tool like SEMrush to see which keywords your competitors rank highly for.
  • Once you have decided which keywords to focus on, make sure to use this specific word or phrase within content, titles, headers and image descriptors.
  • With written content Google favours longer form articles – over 500 words is essential. The content of these articles must be meaningful, not just an SEO filler.

“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.

3. Good digital content creates a meaningful community within your desired audience

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?

  • With a great digital content strategy, you’re able to give your audience something that they need for free, on their own terms. They go to Google with an issue, question or need and they see your organisation at the top of the SERPs. Not only does it provide them with a high-quality answer to their query – it brings them to your website where they can continue on their customer journey. If this journey leads to a conversion – it has been initiated by them. A win-win scenario.
  • Ranking highly on the SERPs means you build not only brand visibility but also credibility. This forms a sort of social proof of your authority within the digital community your audience exist in. And the cherry on the cake? This is all initiated by them.
  • To further build on this relationship, integrating your content and your social media strategy will kick start further engagement, such as shares, likes and comments. This also helps develop a chain of all-important back links to your website.

4. Allows for deep analysis

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:

  • See which type of content your audience is engaging with the most – it could be that video is bringing you the most organic traffic. This will allow you to plan more into your content creation for future months.
  • Understand the topics that your audience want to read, watch or listen to more. Do you see any trends? Is one area or platform really driving traffic to your website. Sitecore analytics could also help you understand your customers and the way they interact with your brand. You can measure an individual’s level of engagement across whatever device they’re using and use the data collected to automate and personalise content in real time.

5. Avoids costly mistakes

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.

  • Having a clear structured plan allows stakeholders to see what content is going out, how it performs and what level of conversions can be related to it. This applies to both organic and paid content campaigns.
  • Paid social or PPC marketing can be costly if you haven’t done your research properly. Planning your keyword strategy and audience is key to making sure you get returns on this type of investment.

Is your organisation getting the most from its digital content strategy?

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.