We all know web content is important, but often does digital content creation fall on the back burner to other more pressing business issues. Have you ever really stopped to think about the consequences of not taking your website content strategy seriously?
You Can’t Be Too Busy For Digital Content Creation
If you’ve ever heard the old adage “the cobbler’s children run barefoot” – it sums up perfectly how many online marketing businesses feel about their own websites and content strategies when they’re just starting up. At least I know my team and I did. As a small team starting out, we were so busy serving our clients and doing digital content creation for them, that we didn’t even have a content strategy of our own and it showed!
Let’s face it, poor quality, lack of engagement and haphazardly written web content, shows obvious neglect in a marketing plan. It’s really too big of a gamble to take. Serious companies need an amazing content development strategy if they want to succeed in the SERPs and win over clients. In addition, they’ll want a solid digital content creation plan with appropriate marketing ideas and essential tools and techniques. Above all, the most important thing to remember is that Search Engine Optimization all revolves around your website content. Before you can begin to create an SEO strategy, you’ll need to decide on your digital content creation strategy.
1. Focus In On Your Audience
Notice all demographics, including age range, professions, income, marital status, everything you can. Sometimes, different services or products might attract different kinds of customers. You may need to develop different strategies to satisfy their needs. You’ll want to know as much as you can ahead of time.
2. Determine What They’re Looking For
A well-executed content strategy satisfies your prospects problems. Your site should be seen as a solution in your industry – not the result of randomly thrown-together articles. Rather than attempting to “sell” a service or product, presenting yourself as a solution to common industry-related issues will prove the best method. If you’re most interested in self-promotion to get your name out – what you’re really looking for is advertising strategies.
3. Identify Who Influences Your Target Prospects The Most
Analyze social media pages and the sites that your prospective customers frequent. Notice the names that often come up in their dialogues that are on-line. Make note of the writers, journalists, bloggers and industry-experts that affect the views of your prospects outlook. You should include them as part of your market and analyze their activities. You can begin building relationships with these influencers to help you gain more authority via guest blog posts, interviews or other methods.
4. Analyze Their Language
Use phrases like “epic fail” and “newb” and particular groups of people may understand that you’re simply speaking their lingo. Examine a content writer’s preceding works, and notice whether or not their voice suits your audience, if you’re planning to hire them. Exceptionally successful writers create both fiction and nonfiction. The fiction writer knows the best way to zero in on your target audience’s communication style, and discover the proper voice. It’ll be much easier to develop a marketing strategy once you comprehend your audience’s language.
5. Find Your Ideal Content Distribution Strategy
Individuals with shorter attention spans might favor videos and slide shows, whereas long type posts are preferred by others. Usually, the best plan of attack is to have a combined media strategy. A content strategy that utilizes not only text, but also photos, videos and possible downloadable files is best to engage multiple types of users. Also by making use of content publishing platforms and content aggregators you can get your content in front of even more people who may not have seen it otherwise.
6. Create a Digital Content Creation Calendar
Journals and magazines have editorial calendars to stay consistent and on track with deadlines. So should your web site. By creating a mix of seasonal and monthly themes, your content creation team will never experience writer’s block, and it supplies a basic roadmap for future content.
7. Create Engaging Headlines
If content is king, a headline is its crowning glory. In the book “The Copywriter’s Handbook”, Bob Bly presents 8 different time-tested headline categories that trigger sales-producing responses:
- Direct headlines, like “All items 10 percent off in January,” produce high activity.
- Indirect headlines that use analogy and subtlety.
- News headlines, like “Live from New York.”
- How-to headlines, like “How can I actually lose 10 pounds”
- Question headlines must ask questions that many people would like answered. A prime example: “Can I still lose weight if I eat a pint of ice cream every day?”
- Command headlines, like “Put a Tiger in Your Tank,” begin with a strong call to action.
8. Determine Which Social Media Network to Target
Specific social networks will be more useful to your audience than others. Target several networks to post content to regualrly, and avoid spreading yourself too thin, when you first start out. Test different kinds of content for distinct social media networks.
9.The 80/20 Rule For Digital Content Creation
This is like the 80/20 rule but instead it’s a 70-20-10 ratio for your digital content creation strategy.
- 70% represents your everyday how-to’s/tutorials, expert tips, industry news, best industry tools, ect.
- The next 20%, your best featured pieces of content for the month. Think of this 20% as the seasonal “Rock Star” moments that you want to share. Topics like local industry-related events, special infographics, new ebook/s, case studies, special guest interviews, guest blog posts, ect.
- Finally the save the last 10% for the more predictable types of content like, company updates, service promotions, special offers, re-cycled posts, affiliate mentions, ect.
10. Determine ROI
Use a great analytic system to discover what did and didn’t function well so you can you’re your digital content creation for the next month accordingly.
If you do the all of the above you’ll definitely have the ability to create your own successful marketing strategy for your company.
Eight Steps To Awesome Digital Content Creation