In the world of digital marketing, content is king. Digital marketing firms share that 12 to 25 percent of marketing budgets go toward content marketing, and 90 percent of businesses market with content. There is no doubt that great content is the future of marketing because of its affordability and power to enhance brand loyalty, generate leads, increase sales and engage consumers.
A business cannot just simply start writing social media updates and blog posts and expect to see positive results. A digital marketing strategy requires a thoughtful content plan that helps you reach your business and marketing goals. Digital marketing firms incorporate the following elements into their clients’ content plans and offer tips to help get you started:
Even though content in a digital marketing strategy costs significantly less than traditional forms of marketing, you still need to have an allocated budget for the content’s production and distribution. If you are reluctant to create a budget dedicated to content because you aren’t sure about how to measure its effectiveness, digital marketing firms have tools that can help. These tools help identify the success of campaigns, consumer engagement, lead generation and so on. Digital marketing experts can also help you create a realistic budget that generates the greatest ROI.
It’s common for business owners to write their own content in an effort to save money. Unless you have a lot of time on your hands, enjoy writing and are good at it, writing your own content is a money-saving strategy that can backfire.
When searching for a writer, consider your business’ niche and your business model. If you want to receive a significant amount of traffic from your content, you may have to produce a significant amount of content across various channels. If you work with a digital marketing firm, it may have a pool of writers who can write content for you or it may recommend a resource that’s worked well for clients in the past.
As you search for a writer, keep in mind that you don’t just need someone with writing skills—you need someone with good blogging skills. This individual knows how to write content for the web that’s compelling, engaging, simple to scan and search engine-friendly. Evaluate prospective writers by reading content that they’ve written in the past that is related to your industry or niche. Additionally, don’t be afraid to ask a writer for referrals to learn about how well he or she meets deadlines and follows instructions.
The rates that writers charge vary by person, experience level and specialization. A writer who excels in extremely technical topics, for example, will generally charge more than one who writes about “anything and everything.” You may also find writers who charge a flat fee per article or number of words.
Digital marketing experts agree that successful content is that which audience members perceive as valuable because it’s relevant, useful and solves a problem. When content is “valuable,” it is more likely to be shared, helping you reach new individuals and generate leads.
To develop quality content, you must understand your target consumer because these individuals will make up the bulk of your content’s audience. You are best equipped to create unique, quality content when you fully understand your target audience. Digital marketing firms do this by learning about their target audience’s gender, age range, socio-economic status, marital situation, geographic location, hobbies, vocation and anything else that may influence the type of content written for them.
As you create a content plan, decide on the overall message that you want to deliver to your audience. Think of how your products and services address the needs of your audience. Then determine the ways that these individuals prefer to receive information, such as through social media posts, blogs, micro-blog posts, white papers or videos. After you gather this information, create a content calendar that includes publishing dates, keywords and your digital marketing goals (e.g., a social media post having 200 “shares”).
Digital marketing is here to stay and a strong content plan is a key ingredient to a campaign’s success. Avoid rushing the planning process and track your content’s performance so you can build upon what works best and re-tool what does not.
Img Src: Freedigitalphotos.net