Developing Goals & Strategies for Digital Content Marketing

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  • 0:03 Overview of Digital…
  • 1:01 Know the Brand Voice
  • 1:43 Goals and Strategies
  • 5:28 Lesson Summary
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Lesson Transcript
Instructor: Lucinda Stanley

Lucinda has taught business and information technology and has a PhD in Education.

In this lesson we'll learn what digital content marketing is, some of the more common goals for it, and some strategies that can be implemented to meet those goals. We'll also look at the process for developing a voice for digital content.

Overview of Digital Content Marketing

Gone are the days when your customers' only interaction with you was by coming to your store or seeing the advertisements you paid for. Today's consumer has many ways to find out about your product or service, so it is necessary for businesses to actively develop and design digital content.

Digital content marketing involves serious thought and effort being put into the message a business is sharing through paid and owned media and is a consideration of how earned media reflects on the business. Paid media includes paid advertising, such as in newspapers or magazines. Owned media includes a company's web sites, social media pages, white papers, e-books, blogs, and podcasts. Earned media includes customer reviews or news source mentions. Let's take a look at how businesses can use digital content marketing to their advantage.

Know the Brand Voice

The first thing a business should do is figure out its brand voice, which is the way a business expresses its message, or the tone that the message takes. Brand voice should reflect a company's strengths and can be anything from humorous to serious, laid-back to formal. It all depends on the target market.

The brand voice should be consistent, integrated across paid as well as owned media, and easily recognized. For example, customers should be able to say, 'Oh, this must be from Brown's Business because I've seen them use 'Brown's is Best' in all their advertisements.' Once a business has a voice, it's time to develop goals for content marketing.

Goals and Strategies

What should digital content marketing accomplish? Overall, content should make customers want to learn more about a product or talk about a business.

Another overall goal of paid and owned media is to gain positive earned media. This takes time! It takes time to develop enough interest in consumers or news media for them to start talking about a business or product.

Many businesses think using owned and earned media will reduce their costs for marketing. However, while effective use of owned and earned media can reduce the amount of money spent on paid media, it has costs of its own in terms of staff, production of content, and distribution of the content.

In the end, businesses should set goals that are measurable. Otherwise, how will they know if their marketing is successful? Businesses can use key performance indicators (KPI) to quantify or count actions. Let's take a look at some measurable goals, strategies for implementing them, and possible KPIs.

Increase Brand Awareness

Goal: Perhaps the goal is to increase brand awareness and get a message out to as many people as possible. In that case, the message should be exciting and important to a large number of viewers.

The strategy to meet this goal could be to create presentations or videos about a topic of interest to potential customers.

KPI: The number of views and the number of times the presentation or videos were shared.

Drive Traffic to Website

Another goal could be to drive traffic to the website. This goal is all about funneling customers to a particular place so the business can control what the customer sees.

The strategy to meet this goal could be to develop a well-designed web site and/or blog.

KPI: The number of blog or web site visitors per month or how much time a visitor spent on the site.

Generate Sales Leads

Perhaps a company wants to generate leads sales. In this case, the goal here is to get contact information from visitors to the sites. These visitors are potential customers.

A strategy could be to create content that visitors will want, such as e-books, checklists, or resources, then create a gate that blocks access until they have filled out a form with their contact information.

KPI: The number of leads generated.

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