Digital Content Strategy

How Do You Even Begin A Digital Content Strategy?

Digital content, eh? But what about strategy? Sure, it’s easy for anyone to sit down and splurge out their creative ideas. Any four year-ol can finger paint and think it a masterpiece. In fact for their age, it is. (*Me @ 3 years old, admiring my own masterpiece. )

digital content strategy

But not every four year-old knows about the 4 fundamental elements of a content strategy. These elements will be the purpose of what you are reading today…or hopefully you haven’t become too scared of a super-hyper, mega-creative, rebellious, four year-old mini Carolina. 

The Elements…

  1. Substance: what content do I need or do my users need?
  2. Structure: how do I organize the content for my users?
  3. Flow: How do I maintain and implement the content?
  4. Governance: How do I control content to reach my objectives? 

Substance & Structure 

What are the users’ needs? These days, it is the THEY who decide which content is key and we must respect what they want in order to grab their attention. hey are the most important. The table below shows some of the main points to take into account when trying to devise a genius ‘substance’ plan of the content you want to promote. Imagine the viewers journey as they flick through online content, their objectives, the scenarios they are in, their tasks and the complimentary content suited to each step. 

Content Map 

Target Objective Scenario Task  Content Type
Who are going to be your content viewers? Buy a pair of shoes online Explore Search Photo/video
Consults various websites/blogs/forums/trends/magazines. Interest Read Reports, eBooks, case studies
Customer Testimonies Evaluate/Decision Buy Product details, what we do, Social testimonies
Buys shoes, looks for further discounts/offers/loyalty schemes Enjoyment Use Tips and advice

The content map also helps to connect your business KPIs combined with the users’ needs and desires for content.

  1. People are always enticed by objectives. 
  2. Objectives are very varied (to live better, to relax, to impact their job, fast ROI, savings, information, enjoyment, feelings of security). 
  3. To complete their objectives, the people go through various scenarios and complete corresponding tasks
  4. Content types need to be identified to assist the user to execute tasks or scenarios. 

Try to position your target in the appropriate place along the content map to really find your content opportunity for them. 

Flow & Governance 

content flow and content control, content governance

The movement of content also needs a strategy. In what order do the viewers like to consume content? What tools can you use to organize the flow of content?

Try to answer a few of these questions before you can figure out a content flow: 

  1. What resources do we have to hand to manage content?
  2. What tools do can you use to publish, organize and analyze content and its performance?
  3. When should content be generated and how often? What is the chain of content to be delivered?
  4. How do you design each chain of content flow?

We already know that we must focus more on the client rather than your business’ own benefits and services. We must know what the viewers like to read or what their expectations are to generate content that will interest them…duh. But the content must be in line with our own business brand. The distribution of content is just as important. 

Content Voice and Tone

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The voice and tone of content should definitely bring out what defines your company and what your values you have. Sit up and think, what is the best I can offer?

The perception clients and users have of you will determine how likely they are to develop a relationship with you. Let’s say my finger painting teacher didn’t like me so much as I didn’t deliver finger painting content that was suited to her desires. Content has to be tailored to the state of a client, but that also aligns with your business’ KPIs. 

Make sure you audit the type of content which clients are consuming. shaking-hands-1016734_640.jpgContent can be created inhouse, by native industry professionals, or by the general users. It is vital to curate content and to make sure that content is in line with your company’s brand. While it is difficult to remain in control of your content, especially when anyone can publish anything anywhere about your business, always monitor, monitor and monitor again. How are customers engaging? What are they saying? Listen to complaints or queries as they are good indicators of how you can improve your products/services. Even if there are bad comments, you can turn these in your favor by answering as professionally as possible, and therefore proving your excellent customer service skills. 

How to organize your content…

Content precedes design. We are no longer in the stone age era where the design of a website was conducted first and then content was used to fill it up. Today, create the content first and then structure the design of the website is the best practice. Once you have your content, you can add data and metadata for SEO purposes, to collect resources from organizational tools and to generate new content creatively. 

Can You COPE With This? – Create Once, Publish Everywhere. 

There are so many social bookmarking sites where you can publish your content. digg.com, indosocialise.com, reddit.com, scoop.it, stumbleupon.com. These are just a few of the websites. Google will tell you the top 10, top 100, or even top 1000 PBNs where you can sprawl your content. It’s free! Why not? (Well, most are free, anyway.)

Key Content Marketing Strategies:

Have you considered them?

Business KPIs

Know your Viewers

Determine Content on Offer

Determine Clear Objective of the Campaign

Recognize brand

Who are they?

Focus on Long Tail Keywords

Consistent objectives

Obtain leads

What do we want them to do?

Find Niche that has the potential to grow.

Same audience, what we will offer them, what benefit will they get? 

Increase ARPU of clients

Relevant Content

Look at competitors and find loopholes. 

What do I want them to do after consuming my content?

Loyalty of clients

About them, not us

Educate your audience. 

How will you align KPIs with what viewers truly need and want?

In conclusion, technology is at our fingertips today and digital tools help us to distribute content to virtually anyone. Those who can successfully balance between abiding by business KPIs and delivering what viewers want and like, will succeed with digital content.

 

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