Effective Digital Content Marketing – And the wonders it can do to your ROI

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We’ve all heard about it, most businesses have engaged in some form of it whilst others are deliberating on whether or not to get on the content marketing bandwagon. Content marketing, as we at Found know it, is the life and soul of any SEO and Social Media marketing campaign. As an Account Manager, I am constantly asked by clients about what they could do to get that higher rank, that extra click, that extra sale without being too pushy and in-your-face asking customers to buy, buy, buy! After all, today’s consumer is knowledgeable, well-informed and has a wide range of tools that they can use to make the best purchasing decisions and this is where content marketing comes in.

Through articles, blog posts, videos, tweets, Facebook updates, infographics, press releases and various other mediums, content marketing is becoming a crucial player in influencing the customer purchase cycle. But with the wealth of data out there, how does a business ensure that only the relevant information is shared with the customer?

1. Develop a Content Plan/ Strategy

Planning content in advance is a key element of any digital marketing strategy. Both internal brand messaging and external customer insights play an important role in putting this plan together.

a)    Content should be helpful and relevant to customers and must add value. Customers don’t want to read about how amazing a brand is, but they do want to know how that brand could potentially solve their problem.

b)    Whilst planning a strategy, it is also essential that the plan remains reactionary to particular news or events in the business’ field.  This would further help boost rankings and reach by capitalising on trending content that attracts a higher search volume.

c)    Use Databases and Analytics effectively. Often business forget to use their own databases other than for newsletters and updates. A ‘spring clean’ of the database could easily determine what information is no longer required and what could be used more effectively. For example, looking at what content is clicked the most when a newsletter is sent out will give you a good idea of what content your subscribers are interested in.

2. Create an Operational Process

Once you’ve planned your content strategy, now it’s time for execution. A clear process should be created to avoid any delays, cross hurdles and ensure on-time delivery.

For example:

Content Brief Discussed-> Idea Brainstorm -> Write Content -> Send Content for Approval

a)     If approved -> Content distributed -> Effectiveness measured

b)     If not approved -> Content Re-written -> Content distributed -> Effectiveness measured

3.     Constantly Innovate

Someone once said “Innovation is anything but business as usual” And this rings true for any content marketer or business. As part of the overall strategy, marketers can optimise their digital campaign by keeping up to speed with the latest tools and technologies, including mobile applications and software.

These days there are so many social media platforms to launch marketing campaigns across and it’s important to note which ones would be best suited for your campaign. By measuring where your social conversions are coming from, you can refine your focus.