How to Create the Perfect Digital Content Strategy for Your Company
We could define a digital content strategy as the guide in which to identify the communicative objectives of a company, its audience, channels, contents and codes to use, planning, dissemination and measurement. All this without forgetting that it is a cyclical process, in continuous evolution, learning and improvement.
Designing a digital content strategy will not only clarify the classic question of “what do I write about?” It will also identify where, when, how, for whom, and most importantly, why, we will communicate. And, without a directed planning of our digital communication, it is most likely that the investment of our resources and time will remain on wet paper because they are not properly focused on the business objectives.
The 10 Steps to How to Create the Perfect Digital Content Strategy for Your Company
In the first instance, we will analyze the initial situation from which the company starts by asking ourselves various questions:
- What is the current presence of the company in the digital world?
- What is the presence and positioning of its competition?
- What is our main objective?
- Who has been in charge of digital content so far?
- What communication opportunities have not yet been explored?
Any element of the context that we deem appropriate should be analyzed in this first phase, where we will try to collect all the available information.
It is important to differentiate business objectives from the objectives of marketing, communication, and in particular, from our digital content strategy. Obviously, all must be aligned, but it is essential to identify the objectives that we can achieve based on the means and resources available.
Everything is usually translated into a main business objective, which for the vast majority of companies is the same: sell more, earn more money. But we have to be able to take another step and identify SMART objectives, that is, specific, measurable, attainable, relevant and quantifiable over time.
At this point we will take into account the data extracted from the analysis on the public to clearly define who will be our target market. In this sense, it is essential to take into account the use of the new technologies that each person profile makes, and if necessary, identify who is the person who will review the online information regarding your company, product or service.
For example, if we sell toys for babies, our target audience will be mothers, fathers and relatives, and if we have a nursing home, the information on the internet is probably consulted by the children and not the interested parties themselves.
In this phase it is very useful to make the profile or profiles of our buyer people. Basically it consists of trying to build people of flesh and blood, with their personality, names, hobbies, physical appearance… depending on the most outstanding characteristics of our population segment that constitutes the target audience.
- What is your name?
- Where do you live?
- What online content do you consume and through what devices?
- What hobbies do you have?
- What idols do you have or what people influence you?
- What do you do?
- What are you looking for when you search the Internet?
When we talk about strategy, it is essential to know that it is a global decision, tactics being the practical application of the strategy. That said, in the world of content we can establish different strategies as ways to follow or practices to consider.
Content writing, research, content curators, design, video production, studies, mailing and ebook publishing are some of the things you can consider. Although, as you well know, the advances and developments in the online media are at a speed of vertigo, so it is always important to be aware of strategies and tactics that may surprise the target audience.
When we talk about tactics, we are referring to concrete actions that we will implement in order to achieve our objectives and based on the planned strategies. It is at this time that decisions on the following points of our scheme also come into play: channels, content and dissemination.
At this point it will be necessary to consider the own communication channels that already exist (will we keep them, we will change?), The own communication channels to be created (for example: a blog) and other communication channels that we must incorporate into our strategy to achieve maximum diffusion.
For this, we will take into account the use made by our target audience of the different electronic devices and channels, as well as our resources and communication capabilities in terms of formats. It is a big mistake to be in a certain social network, if you don’t really have potential clients in it.
Now is the time to design a style guide to define what to say and how to say it, considering the aesthetic line (color palette, style and size of images / videos for each social network or channel), writing tone, language, special jargon , use of emojis…; basic structure of a post (internal and external links, image sources, text alignment, use of headers, punctuation, extension and other spelling elements that can lead to error) and messages or keywords.
We will also clearly define the topics and interests of our audience, and based on them and search trends we will conduct a keyword study. With both data you can create a complete calendar of contents in which you can consider the temporary nature of each topic depending on the time of the year and the hours of greatest use by the audience.
Apart from our own communication channels (blog, social networks, mailing …) it is essential to define other methods of dissemination. On the one hand we will have the paid media (post sponsored and publicity), and on the other the won media (achieved through a good online public relations strategy with press releases and direct contact with influencers, but above all, offering quality content).
In addition, if you manage to generate truly valuable content for a part of society, you can also be part of Facebook groups or other communities where your information will be welcomed, rather than received as spam.
Once we have defined the contents, channels and other elements of our digital content strategy, it is essential to organize a complete planning of our digital content strategy based on the available human resources. At this point, the use of certain tools to optimize time and maintain proper internal communication in the equipment will be assessed. A task calendar will also be created with milestones to be fulfilled depending on the objectives.
This point, fundamental to the success of our strategy, is too often overlooked, which leads companies to create false expectations about the achievement of short-term and long-term objectives. However, when we value this point we can identify if we have personnel needs or if we can achieve our milestones in the times we want with the available resources.
The best way to optimize a digital content strategy is to learn from experience, and for this, it is essential to measure all our actions and cross all possible data to calculate the relationship between resources invested and results obtained.
A hazing that usually takes its toll is not to correctly define KPIs or performance indicators. That can lead us to achieve very good results but not focused on our goals. For example, in an online store we can get many visits to our blog but … not achieve conversions for not knowing how to properly focus our contents.
It is also essential to define the tools we need to measure the indicators. For example, the functionality of Google Analytics to cross both data is great for measuring web traffic and Google Adsense performance.
SEO Content Marketing – Creating the Perfect Strategy for Your Company
We hope that this brief explanation about the steps to follow in a digital content strategy will be of great help. From Media and Networks, with our more than 20 years of experience, we offer the service of definition, creation and management of content strategy for large and small companies that want to take advantage of the peculiarities of the digital world to position themselves in the market. Do not hesitate to contact us if you are interested in the service.