If you’re not creating content, then you’re behind the curve

You consume content on a daily basis

An important element of a company’s online strategy. And marketing managers in every organization need to be activating effective digital content strategies in order to scale their business. Every piece of content you create—whether it’s eNewsletters, case studies, blog posts, and more—should be crafted and designed to drive prospects to your brand, amplify your organic reach and increase your conversion rates.

Create useful, quality content:

As referenced above, a rule of thumb in digital content creation is that every piece content you create must be useful and relevant to its target audience. In addition to the usefulness of the content, there also needs to be a strong emphasis on creating high quality, professional content.

Promote content on social media

Sharing different content on each of your companies social media networks expands your brand’s reach and adds scale to campaigns. The content you share on each site should preferably be unique, in order to give your followers incentive to follow you on more than one network. Content like blog posts, for example, may have a lot of views, likes, and shares. This typically results in increased search engine rankings.

Implement a SEO program

Simply guessing keywords to use throughout your content hoping it resonates with your audience is likely going to lead to lackluster results. It’s much more beneficial to implement a formal SEO strategy that leverages tools like Google Adwords and other similar resources. A well-orchestrated SEO program helps you determine the most searched, valuable terms for your location and industry.

Track and analyze content

Under ideal circumstances, your analytics program should dive deeper into the data wormhole—beyond simple page views and video plays—to evaluate the behaviors of the people who are viewing specific pieces of content. It’s also important to maintain awareness of your rankings in the top search engines and continuously work to improve those rankings.

The buyers journey

According to HubSpot, 47% of buyers engage with 3-5 pieces of digital content before directly engaging with a company. So what does that mean? It means that content is essential to any digital marketing strategy. Content can be used to engage with your audience and prospects at every step of the buying process. Below is a graphic that details this process, known as “The Buyers Journey”: Awareness, Consideration, Decision.

The business landscape as a whole is catering more and more to the digital consumer, and that focus on consumer experience in the digital realm is all but guaranteed to maintain growing importance in the coming months and years. So if you haven’t already been implementing a digital content strategy into your brands marketing efforts, the time is now. It’s more crucial to your business survival than ever before.