Fresh content is key to a sustainable, profitable digital marketing strategy.
Though the world of digital marketing is constantly evolving, one this remains constant: content is king. Your content impacts your discoverability. If it’s relevant and timely and trustworthy, you’re going to show up on Google’s first search results page.
Relevant, timely, trustworthy content also captures your newest customers and keeps your most enduring customers coming back for more. Because so much rides on the quality of your content, it’s imperative to take the same approach to your digital marketing strategy as to your other business practices. In other words, only the best for your customers.
How do you know what content is best for your customers?
Target Audience & Buyer Personas
The first step in any digital marketing strategy is identifying your target audience and developing buyer personas. This ensures any content you generate will resonate with them and effectively addresses their pain points and goals. When you understand your customer’s pain points and goals, you’ll find plenty of excuses to reach out to them with timely content. Marketing to brewers? Create content around the Great American Beer Festival. Want to connect with contractors? Create content that addresses concerns about supply chain hold ups. When you know your customers, fresh content is all around you.
Content Analytics
Content analytics assess how your site pages and blog posts are performing in terms of engagement and conversions, which can help you improve on past marketing efforts. Key performance indicators (KPIs) like website traffic, click-through rates, and social media engagement reveal which parts of your current content are connecting with audiences and which need to be adjusted in light of new information. Keeping this valuable marketing data front of mind equips you to intelligently adjust your content strategy and improve performance.
What are types of fresh content should you include in your digital marketing strategy?
If you’re a small business owner, you can publish blog posts on industry-related topics, how-to guides, and customer testimonials. You can also create multi-media content channels such as videos and podcasts to reach a wider audience. If you want to establish yourself as an expert or your business as an industry leader, start with thought leadership content, including whitepapers, blog posts, and articles that provide valuable insights and ideas to educate and inform your target audience. Sales content is more focused on encouraging conversions and can include things like product demos and case studies. Awareness content is focused on building brand awareness and may include infographics and social media posts.
It’s critical to remember that content marketing is an ongoing process.
Businesses need to regularly create new and fresh content to keep their audience engaged, but that can pose a challenge if you’re already swamped in professional responsibilities. At Emery Designs, we put our Content Machine into the service of business owners like you. Each year, we review the past year with our clients and prepare a relevant, timely, consistent content plan for the new year. We set goals and decide where to spend advertising dollars. This way your content rolls out on time every month. We have a short monthly check in to see how we did each month and make any adjustments necessary.
