Secrets of Content Marketing and Strategy

Did you know more than 2 million blog posts are published every day? It’s true, according to Worldometers. That’s a lot of content for people to process when looking for information.

Planning your content with a well-researched digital content marketing strategy is critical to successfully cutting through the clickbait and irrelevant articles. This means thinking about what you ultimately want to achieve with the messages you’re publishing.

Whatever your end goal is, clearly defining it is the first step in developing a strong, successful digital content marketing strategy.

Set Up Your Digital Content Marketing Strategy for Success

First, let’s begin with the basics. These are efforts you’re probably already aware of, but it’s worth outlining to give you a solid foundation for your strategy.

Define Your Goals

The information your company produces should be crafted with an end goal in mind and as part of an overarching marketing strategy. Lay out your company’s goals for the year. The obvious goal for all companies is to increase revenue, but are you looking to expand into a new market, release a new product or reach a new audience? Once you know what it is you’ll be working to achieve, you can think further about how content will be part of that.

Identify Customers

Let’s say this year your company plans to release a new product. Who are the users of this product? Are they different from current users? If so, what sets them apart from your current customers? Conduct research to understand these buyers and what will resonate with them. Find out where they go online and what types of content they best identify with. Do they prefer to watch a video or read about a topic? What types of social media channels do they use? Knowing this will give you a better idea of where to promote your content so the right people see it.

Develop a Content Marketing Plan

Once you know where to promote, you can plan the types of content your marketing team will deploy throughout the year that reaffirms the message of your goal. You’ll want to include information such as:

What types of content (blog post, infographic, email, resource download, etc.)
Where you will publish it (social media, blog or email, on your website or a third-party site)
Publishing frequency
How you will measure success (social engagement, page views, downloads, appointment or consultation requests, etc.)

Once you have the basics defined, here are some secrets to help your digital content marketing strategy really take off.