Digital information is now accessible nearly everywhere, from every device. Create educational, entertaining, and valuable information that will capture your viewers’ attention and increase your conversions across search and social channels. Ensure that your content is focused, targeted, measurable, and of the quality to gain potential customers trust across all touchpoints.
Structured digitalroadmap® process to develop content right - the first time
Customer journey development to create the best visitor experiences
Support of all formats - text, audio, video, animation, etc
Creation for specific devices (desktop, tablet, smart phone)
Creation for specific networks & activities (social, mobile, search, email, profiles, etc)
Refining subject, topics and messaging that activates target audiences for Landing Page optimization
For a Website, social media channel, advertisement, or mobile offering, content can be described as textual, visual or aural information that is encountered as part of the user experience. It may include, among other things, text, images, sounds, videos and animations.
Content is most often the main reason consumers visit and or participate within an online location. Some 78% of CMOs view content as the future of marketing (see more in Digital Dollars and Sense). In fact some experts believe it’s the only digital marketing opportunity available outside of paid advertising.
However, the gap between production and performance is a real pain point for marketing. Only 21% of B2B marketers say they are successful at tracking the ROI of content (Marketing Profs and the Content Marketing Institute) and only 1 in 5 B2C pieces of content are engaged with at all! (iProspect and BrightEdge)
Providing a Focus for Content
The sheer volume of content available to audiences, now and in the future, seems daunting for organizations that create new content for their target markets. Making content visible amongst the vast number of “trees in the online forest” will continue to be a challenge. So how can you ensure your content efforts meet with success? Considerations for content marketing include:
Ensuring that the content you post or produce has meaning to your audience. Understand where your target audience goes for information and the types of content they prefer. Choosing your content topics by demand and possibly defining buying personas for the content you plan to produce.
Ensuring that content is created in a “natural form” and not based on re-searched keywords that are perceived to produce better organic search positioning results. Match the creative to/for your audience.
Ensuring that content is structured and meta-tagged with appropriate terms so it can be identified by search engines. This includes adding meta tags to images and properly using headline text tags.
Promoting the content you create to your target audience across the best channels.
Measuring participation with your content including understanding what a visitor does after visiting your page, the conversions a page/form creates and the social signals (example: sharing, referrals, etc) initiated from visits.
Creating content requires a strategy, effort and a sound process. Creating a strategy prior to entering into content marketing activities is a smart choice.
A content marketing strategy should define objectives. It should identify and budget for costs. It should take measurement, reporting, performance improvements into consideration.
Planning also needs provide for content promotion; where content will be published, how prospective clients will be notified of it’s existence and the type of messaging/creative and advertising that will be used to promote it.
Reviewing content marketing activities and success against previously established or new objectives makes it easier for an organization to understand and rationalize the value of the digital dollars that are spend on content marketing activities.
Content Marketing - digitalroadmap® example
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