The Various Channels of Content Marketing
Content | Strategy
For starters, I am assuming you are wondering what digital content marketing is, and how the varying forms of content can be strategized? Digital content marketing is precisely what it sounds like. Content focuses on the distribution and creation of pieces of content, i.e. blogs, whitepapers, and case studies.
Whereas a digital content strategy is considering the way a customer’s experience is. By this, a digital content marketing strategy is taking into account where a customer will land, the way in which a customer will interact with your site, or content, and ultimately resulting in the customer choosing to reach out, or learn more about products, services, and offerings.
Digital content marketing (blogs, whitepapers, and case studies) is the most used type of content marketing. User experience from start to finish is oftentimes hard to project, but these types of marketing can include but are not limited to:
- Case Studies
- Lead Magnets
- Social Media Posts
- Appearance on Free Applications
The Purpose of Digital Content Marketing Strategies
The purpose of content marketing is to see the efforts succeed. With all types of digital marketing, there are core metrics to track to show success. These core metrics to keep in mind are:
Strategies are based and built on goals. Once a goal is defined, it gives the strategy a direction to combine the varying types of digital content for user experience.
Key Performance Indicators (KPIs)
Key Performance Indicators are more than just goal completions. KPIs can be used to assess whether the information present is successful. Typical KPIs can include the number of visitors on a page, the amount of time spent on-page, and the types of content they access after.
Content, messaging, and where the content is shown is determined based on the buyer’s persona. It is important to always consider the types of people who would be purchasing, inquiring, or interested in the information. This will assist with the experience that can be set up for individual buyers.
This is where the idea of strategy comes into play. As stated before, digital content marketing often only considers the core three written works of blogs, whitepapers, and case studies. A digital content marketing strategy will consider how social media can lead someone to an email subscription page. Upon subscribing, they will receive emails that will include Ebooks, blogs, and videos of information showcasing their services or products.
This content planning will then give insight into the type of content software that will assist in the user experience.
Content software can include a website blog page buildout, social media profiles, a YouTube channel, awareness in an email scheduling platform, and much more. There are 100’s of platforms, and sources to use to achieve all of these types of content marketing. To give your b2b business ideas on which platforms to look into, we have provided insight into which platforms we use for our content marketing:
- Mail Chimp
- Campaign Monitor
- Sprout Social
- Facebook Advertisements
- LinkedIn Advertisements – Campaign Manager
- Quiz and Survey Master – WordPress Plugin
Measuring Digital Content Success
Measuring is the final stage of understanding content success. To measure is to ensure all goals, KPIs, and content plans are met. This is sometimes determined by looking at industry averages in that content. However, content should rather be assessed based on the number of visitors to the current site, and then ensure the traffic to content pages increases month-over-month.
If you have never considered content marketing, or are stuck in the blog, whitepaper, and case study type of content, then consider branching out your opportunities. As always if you find yourself needing content marketing advice or assistance, contact us.
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