How to articulate a digital content strategy?

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As a cornerstone of your digital marketing strategy , content should not only address your prospects' challenges, but it should align with your business objectives .

For example, the inbound methodology uses multiple tactics, including content, throughout the customer journey , life cycle, and different touchpoints to reduce customer acquisition costs and provide greater value to users. The difference is that it does so from the prospect's perspective, without being invasive and accompanying them until they are ready to buy.

Now, first you need to define your objectives, know who you are going to chile phone number data address, what topics interest them, what their common challenges and needs are, what channels they prefer to communicate, how they look for answers or solutions, in what formats the content will be developed and how you will permeate value in each action you undertake.



Basic elements for creating digital content
There are certain criteria you should consider before starting your digital content strategy to ensure that your investment and efforts are properly directed.

Current situation. Ask and answer questions such as: where are you and where do you want to go? What is your competition doing? What is your company's online presence? What opportunities have you not yet explored? Are your objectives feasible? By collecting this data, it will be easier to define your goals based on your strengths and scope.
Objectives. Define SMART objectives (specific, measurable, attainable, relevant and time-bound) according to the resources and means you have at your disposal. And remember to separate business objectives from marketing or sales objectives, even though they must be aligned within the strategy. In other words, if your goal is to sell more, then marketing needs to generate more leads.
Channels. At this point, it is necessary to create your own channels, such as a blog , as well as identify those that work best for your business and where your potential clients interact. It is not about being omnipresent; manage those channels where you can distribute your content according to your capabilities and reach.
Audience. To segment your audience, you can build buyer persona profiles , which are fictitious archetypes of your potential customers, based on the most common characteristics, for example, age, interests, challenges, motivations, etc.


Recommendations to improve your digital content strategy
A fundamental part of digital content strategy is measurement. In addition to giving you an overview of the impact of your strategy, it will allow you to optimize it on the fly. For example, in the case of blog articles, you can view the number of visits, the time spent on the page, modify keywords , etc.

At the same time, to achieve greater effectiveness, it is also recommended:

Align your strategy with your business goals. While each department should set specific and individual goals, in the end, they all need to align to achieve business growth.

To do this, it is necessary to establish indicators and coordinate efforts, for example, defining what a good lead is, or warming it up enough until it becomes a sales opportunity. Also, establish an SLA (service level agreement) to establish common agreements and use a CRM to monitor and follow up with customers.

Create evergreen content . This type of digital asset is timeless, meaning it has the ability to last over time, as it continually generates interest. Ideally, you should balance the amount of evergreen content with current content to maintain the effectiveness and quality of your strategy.

Conduct keyword research. At this point, you need to be clear that people are not looking for your solution, but rather an answer to their need or problem. Therefore, you must analyze the keywords they use in search engines. For example, if it is a university, they may use terms such as: highest-paying careers, best universities in Mexico, how much does it cost to study design, etc.