Topics: Web Marketing
Digital media strategy is no longer just a buzzword – it’s a powerful tool that if developed and implemented correctly, will increase your organization’s visibility, competitive advantage, and of course, your bottom line.
An all-encompassing digital media strategy involves several different moving parts to ensure it not only reaches target audiences, but also covers all bases, effectively utilizing appropriate channels and social media platforms.
One piece of the digital media strategy puzzle we see regularly left out is a solid content strategy. And out of all of these moving parts and puzzle pieces, content should definitely be a priority as you plan, create, implement and manage your overall marketing strategy.
Why Content Strategy Is Important to Your Company
Whether or not you currently have a digital media plan in place, developing a content strategy is a great exercise in better understanding your organization, customers and existing content/messaging.
Identifying and Analyzing Your Current Content and Messaging
The first step is identifying and analyzing your organization’s current content, as well as assessing your competitor’s content.
This can include several exercises, including creating personas, conducting stakeholder interviews, taking inventory on your existing content and completing a content audit, learning your company’s content gap areas, and identifying your competition.
Developing Future Content and Messaging
After identifying and analyzing current content, the next step is to start planning and developing future content, and identifying the best channels to disperse that content. Content should always keep your customer in mind (always refer to your personas as guidance), and should be relevant, interesting, engaging and helpful to your audience – in short, good, solid writing. But, it’s also important to keep in mind keywords your audience is most likely searching for, and be sure to incorporate these keywords into your content.
To keep on track and on point, make sure you establish style guidelines to ensure content consistency. Your “brand voice” should always be followed and your organization should develop a content editorial calendar. This gives your team a solid and fixed content plan to follow.
That said, just because you have a well-constructed digital strategy doesn’t mean passing on good opportunities that arise. For example, if you notice your customers are requesting a product or service on your social media sites, this is a great opportunity to address their requests – and gain more loyalty since you are actively paying close attention to what they want – because ultimately, that’s the goal.
Placing Content on Various Channels
Once you have a solid content direction, it’s important to place content where your customers can easily access and find what they’re looking for. This includes updating your organization’s online assets like homepage, landing pages and product pages, as well as your blog. If you don’t have a blog, think about creating one, and adding new content on a regular basis. And of course, don’t forget social media channels, too. Not only does this create general awareness by reaching audiences, it’s also a great way to connect with current and future clients – encouraging your target demographic to sign up for emails, blogs and even text messages.
Remember, It’s Ultimately All About Storytelling
You’ve worked hard to create your company or organization – and your story should be shared. Always remember to concentrate on your organization’s story, first and foremost. While much of this blog post concentrates on the “how” in content strategy, the “why” is just as – if not more important. If content is relevant, helpful, engaging, and above all,authentic, you’re on your way to increasing customers and your bottom line.
If you’re ready to take your business or organization to the next level and expand your audience reach with the power of digital media and good content strategy, Giles-Parscalecan help. Our holistic approach to branding, marketing and advertising combined with our professional team of digital media strategists, content specialists, videographers and designers ensure your story is told in an engaging, effective way using a multitude of platforms that best reach your target audiences.