Analysing Content Strategy In Digital Marketing
Planning is a key activity for all elements of strategy. This is no different from content. Content planning involves addressing all details of your content strategy that will help plan content from guide to implementation. What platforms will we operate on? How often will we post, tweet, Snapchat? What are our tone and personality? What is our core narrative and what stories are we telling? From this, you create a format plan by platforms that details actual posts. In this article, I will be looking at content strategy in digital marketing.
The key attribute of a content strategy in digital marketing is designing effective content and consistency is crucial for content. Too often brands bounce from stories/narrative without keeping a consistent story. A consistent story creates a consistent response. Consistent response builds behaviour and perception of your brand with your audience.
A narrative or story is the core of what your strategy aims to build with your audience. Whatever your KSO listed in your strategy is, you should have a narrative that tells a story that will work towards your overall KSO.
Creating a format plan involves listing out all of the various formats you will aim to use and the various specifications that are required e.g. video, canvas, link embed ad. Content on your site should utilize as much dynamic content and text that is relevant to your brand. This will help build your SEO approach.
A format plan is a list of all the formats that you will be implementing and is necessary to ensure your creative formats are being developed to the required specifications. Developing a format plan allows you to completely understand the number of varying formats you will require. This is important as you head into creative development. Selection of formats should be related to what your KSOs are. Do you need people on your site? Talking positively? Engaging? Viewing Video? Converting to Sales?
Listing out all your channels, formats and your dimensions is a task which will indicate where you can be more efficient. Are there any wasted clicks in your format? Example, if ‘clicks to site‘ is your objective, formats like ‘photo image‘ will draw wasted clicks opening the image instead of clicking to the site. Link embed would be much more effective. If hashtag usage is a goal for your campaign, consider using ‘conversational ads‘ and using one hashtag in the copy.
At a later stage with media, you will need to determine how many channels you wish to support.
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