When it comes to digital marketing, the kind of content you deliver or promote could be the difference between success and failure. As such, knowing what kind of digital content your business should focus on is important.
There is a whole score of different kinds of digital content, from blog posts and podcasts to videos and newsletters. What makes things more confusing is the fact that there’s no such thing as “one size fits all” here. So, how do you determine the right kind of digital content your business should focus on in terms of digital marketing? The answer lies in how you tackle the questions below.
What are Your Objectives?
Establishing your objectives is a key part of the foundation for your digital marketing strategy. Think about your initial business plan, your short-term and long-term goals, and what you ultimately want to achieve through your digital marketing efforts. These goals or objectives can come in a variety of forms, from building brand awareness and lead generation to increasing website traffic and thought leadership.
For example, if you want to build brand awareness, you might call on a variety of content formats strategically linked to each other. These may include an e-book or video training series as a lead magnet, a blog post linking to a landing page promoted through Facebook, or an Instagram post featuring your top products in a paid promotion with an influencer. If you want to establish yourself as a thought leader in your industry, well-written and insightful blogs will help spread the word that your brand is authentic and should be trusted.
Where Can You Find Your Competitors?
There’s no need to reinvent the wheel. When trying to figure out which content type works best with your audience in terms of engagement or which one might be the most effective in reaching your goals, you could also take a look at your competitors.
This strategy is particularly useful because it can help you get started with posting several types of content consistently before you have any data on which is performing well. Once you can test and measure, you can improve, adjust, and tailor your content accordingly.
Take the time to do some research on your competitors’ content and strategy to get a sense of where their efforts are paying off. Which platforms are they using? Are they getting plenty of traffic, clicks, views, and shares? While this may seem like you’re out to copy them, you’re simply analysing the situation and finding ways to better market your brand. They are your competitors after all—there will be similarities between your businesses and what works for them might work for you, too. Remember that no one has a monopoly when it comes to using any digital platform.
What about Audience Feedback?
Speaking of tailored content, you also need to focus your efforts on answering this question. Think about how your audience is reacting to the content you push—their feedback, aside from stats, is a key indicator of whether or not your strategy is working.
As such, it’s important to constantly communicate with them to know their reactions towards your content. You should have a feedback plan in place, such as activating the comments option in your blogs or monitoring the comments on your social media posts. Analyse the feedback you’re getting. Are they liking what you’re posting? Have you received any negative replies or comments? Even having no reactions is a form of feedback in itself—it could be that they find your content uninteresting so they just don’t bother interacting with it. By analysing feedback, you’ll have a better idea of what you need to adjust in your content strategy to make it more successful.
Where is the Engagement Happening?
Take a look at your ROI. As you prune your content and the “right types” are revealed to you through a combination of user interaction, sharing, comments, and clicks, you’ll want to fine-tune your content production strategy and refine your advertising funnel.
For example, if you’ve decided that click-throughs are a meaningful KPI, and you notice that your blog posts are getting clicks and that readers are spending time on specific sections, adjust your strategy to focus more on this type of content. Then, spend more time and resources creating and reposting it, as needed.
Failing to focus on the right kind of content leads to time, effort, and money being wasted, loss of followers on social media and negative brand impression (if you continually produce bad content), and missed opportunities. Failure can take the form of reduced website traffic, a lack of engagement on social media, or a lack of ideas over what types of content to produce, resulting in dull or simply irrelevant content (which further dilutes the credibility of your brand).
On the other hand, using the right kind of content produces results that are more precise, highly targeted, and a proper investment of time, resources, and creativity. From a marketing perspective, this leads to positives such as gaining more online visibility, building a stronger online presence, reaching a wider audience, and converting more people from mere viewers to customers. In a survey of annual trends by the Content Marketing Institute, 62% of SMEs say that website traffic is their measurement criteria for success. This means that increased website traffic is not just a positive consequence but also an intended target for SMEs.
Last but definitely not the least, the right content helps you form a stronger relationship with your audience which you can use to enhance brand loyalty, increase leads and conversions, and even increase your customer base (through positive feedback).
So, there, now you know why it’s not enough to simply churn out content—you must know the right kind of content you must produce as well. Otherwise, you’ll be missing out on these benefits, something that no business big or small definitely wants to happen.