Your content drives your site traffic, engagement, and revenue. Understanding content marketing concepts and strategy empowers you to increase your digital marketing efficacy. 320 Digital’s content experts outline the most critical aspects of your content marketing so you can structure your content strategy to achieve your goals.
Content Marketing within Your Digital Strategy
You cannot separate your content marketing strategy from your overarching digital marketing strategy. Everything we see online is content in some form or another. Your content marketing drives search traffic as well as email and social engagement. It connects your brand or business to the consumer at every stage of their journey.
Content marketing supports and strengthens your digital marketing strategy in the following ways:
- Increase brand awareness
- Recruit advocates for your brand
- Improve your SEO and earn higher search rankings
- Generate new leads
- Increase conversion rates
A robust content marketing strategy is essential for the success of your digital marketing strategy.
As you create and then publish content, you must ensure your content has clear, consistent intention. Users know when your content has a purpose. If it doesn’t, there’s no authenticity, no engagement, and ultimately no conversions.
Your content strategy communicates messaging across channels to accomplish your brand’s unique goals. As you craft your content strategy, don’t get so lost in the creation process that you forget these goals. Instead, regularly return to your established KPIs and objectives to ensure your content marketing strategy remains on track.
Understanding why you’re creating content shapes what you make and how you execute your projects. Your strategies will evolve depending on your consumer’s needs and where they are in the buyer’s journey. As these factors change, update your goals and objectives to match.
Topical and Evergreen Content
All content falls into two categories: topical and evergreen content. Each content has its strengths. And when intertwined within a digital marketing strategy, both can help you reach your marketing goals.
Topical content is newsworthy and time-sensitive. This content is linked to a particular topic and written for a specific time. Therefore, topical content has a shorter lifespan than evergreen content.
Topical content is especially effective for social media engagement: tweets, memes, videos, and images. A shorter, easily consumable written copy is another typical topical format.
Evergreen content has a much longer lifespan than topical content. Because of its timeless nature, evergreen content is typically of higher value and allows you to increase conversions over a more extended period.
You can utilize evergreen content at every stage of the buyer’s journey. Brands repurpose evergreen content in different formats to maximize their content creation efforts. For example, what began as a long-form article can be condensed into a bulleted infographic or social media post.
We list examples of evergreen content formats below:
- How-to articles
- Video tutorials
- Case studies
Content Marketing Strategy
A content marketing strategy acts as a living document that defines your content marketing goals and target audience. As your goals change, your content marketing strategy will change too.
Your content strategy guides your content creation by
- Determining the content needs of your audience
- Defining your audience’s user journey
- Aligning with your business objectives and integrating with the other aspects of your business
Data should shape and drive your content marketing strategy. As you develop your business or brand goals, evaluate your content plan against the KPIs you’ve set. Is your content getting you closer to your measurable goals? Evaluating your metrics allows you to see what’s working and what you need to change to maximize your content marketing efforts.
Content Marketing that Works
You can’t overestimate the value of a robust content marketing strategy. Your brand will live and die by the content you create and your audience’s reception.
320 Digital knows that quality content is an essential component of a successful digital marketing strategy. Our team of creators and strategists is ready to work alongside you to create content marketing concepts and methods that work for you. Reach out today to get started with our team.