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Content Creation of Digital Marketing

Whether you are looking to create a digital marketing plan for your business or simply want to learn more about the thought, process, and content creation that goes into creating digital marketing campaigns our eBook, Content Creation of Digital Marketing, is a great starting point.

As your business evolves and new marketing strategies are introduced, it’s important that your website is able to adapt with you. The Content Creation package includes everything in the Content Optimization package (including monthly site health checks and updates) plus the addition of campaign creation, and content creation. Our team will put together a plan to produce interesting and valuable content for your website visitors. We can create custom blog posts or help update your current content so it remains search engine friendly and fits with your business goals.

What is Content Creation?

Content creation is the foundation of all modern digital marketing efforts. It’s defined as the process of conducting research, generating strategic ideas, crafting those ideas into high-value collateral and then promoting those pieces to a target audience. Digital content takes many forms, including web pages, blogs, infographics, videos and social media posts.

Content Creation &
Digital Marketing

The main objective of content creation is to attract new and returning customers. Inbound marketing strategies give away high-value digital media for free. This content establishes your brand’s thought leadership while providing readers with the information they need to make a purchasing decision.

Brands use different types of content at each stage of the marketing funnel. At the top of the funnel, search engine optimized (SEO) blogs organically attract new visitors. Mid-funnel landing pages keep readers engaged, and highly detailed content like white papers and eBooks drive conversions.

Why is Great Content So Important?

Millions of pieces of content are published online every single day. To stand out and make an impact on your customers (and potential customers), your content needs to be of a high quality. That means it’s not only written and designed well, but also that it’s developed with the needs of your audience in mind. The difference between high-quality and poor-quality content is stark — great content rises to the surface while poor content disappears into the void of the internet.

Set Your Mission and Your Goals

A good starting point for your content strategy plan is to set out a content marketing mission statement. This is a brief statement that makes it easier to focus on what’s important – and what’s not – in creating your content so your content marketing strategy stays on track.

A content marketing mission statement outlines:

  • Your target audience
  • The content you’ll use to reach them
  • The benefit they’ll get

Here’s an example from CIO.com’s about page.

content strategy examples - cio mission

It defines the audience (CIOs and business technology executives). It highlights the benefit (insights on career development). And it gives examples of what its content covers (certification, digital transformation, skills development, and hiring practices).

To create a mission for your own business, try this formula:

We provide [target audience] with [type of content] to help them [business goals].

While the mission statement covers what your audience will get from your content marketing strategy, you also need to think about what your business will get from it. That’s where your business goals come in.

Typical goals include:

  • Improving revenue as a result of your content marketing strategy
  • Making more sales and getting more high-quality leads, which will help you meet your revenue goals.
  • Getting more traffic to your site, as the more traffic there is, the greater the possibilities for meeting your other goals.
  • Improving the perception of your business, so you gain influence and authority and are seen as a thought leader.
  • SEO success, which leads to more traffic.
  • Reduced marketing costs, as your content becomes more effective.
  • Social media engagement, which can help with both traffic and authority.

Once you know your goals, it’s time to move to the next step.

 Establish Your KPIs

The best way to achieve goals is to make them specific and measurable. That means setting key performance indicators (KPIs) for your content marketing strategy.

The KPIs will help you know when you have achieved your goals by providing milestones you can check off. They’ll include what you plan to achieve in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics.

Typically, these will have specific numbers attached to them. For example, you might want to:

  • Hit a certain revenue target within the month, quarter, or year.
  • Get more signups for your lead magnet as a sign that you’re getting more high-quality leads
  • Get a certain number of new email subscribers
  • See an increase in site traffic and in engagement with your onsite content
  • Improve the search ranking of some of your key pages to help boost traffic
  • Get a certain number of mentions, shares, and comments for your pillar content
  • Be invited to participate in certain key industry events

You’ll also want to pay attention to marketing expenditure, tracking your spend on different campaigns, and keeping an eye on the cost of acquiring leads and making sales.

Know Your Audience

As mentioned earlier, for a successful content marketing strategy, you’ll need to be clear about who your audience is so you can create the right content to reach them. There are three actions you need to take.

Collect Demographic Data

The first step is to collect demographics on your visitors, email subscribers, and social media followers.

Web analytics, social media analytics, and email subscriber analytics will give you the data you need on your audience’s:

  • Age
  • Gender
  • Education
  • Income

You’ll also get insight into their key interests. To find this information in Google Analytics, go to Audience » Interests » Overview. You’ll see the market segments your web visitors fit into.

Get Customer Feedback

To learn even more about your target audience, try collecting feedback from your current customers. That’ll give you insights into:

  • How they feel about the content you’re currently producing
  • What their most urgent needs are
  • How you can address their problems with your content

Getting the right customer feedback can help you:

  • Understand your readers’ and subscribers’ priorities
  • Decide on the best places to reach your customers (see step 9)
  • Flesh out your buyer personas, which we’ll talk about next

To easily collect customer feedback, you can create a survey with WPForms.

wpforms homepage

WPForms offers a drag and drop builder that makes customizing your survey super simple.

Plus, you can take advantage of other powerful features like interactive survey reports, smart survey fields, NPS surveys, real-time polls, instant notifications, and more.

Here’s our guide to collecting feedback from your customers on your site.

Create Buyer Personas

When you have demographic data and customer feedback, you can create or flesh out buyer personas. Buyer personas, also known as customer avatars, describe your ideal readers and customers so that you can target content better.

The best customer avatars include information on your customers’ pain points, challenges, sources of information, and behavioral motivators.

When you know all this, you’ll have a better understanding of:

  • The kind of content your audience will respond to
  • How it will help them
  • What will make them care about it

How to Generate Content Ideas

  • Find opportunities through keyword research. Keyword research is a fantastic way to discover how your audience is talking about a topic. In addition, keyword research can help you discover new opportunities for content that you may not have considered on your own.
  • Solicit customer feedback. Asking your customers may sound like a simple way to get an idea, but often there are unanswered questions they have about your product or your space that you can answer. Creating content around those questions will have a direct and meaningful effect on your existing customers.
  • Put yourself in your audience’s shoes. As a marketer, your first responsibility is to understand your customer. So, when you’re looking for new ideas, think about what your customer might find engaging, interesting or helpful. Then explore how those ideas could work with your content strategy. You can check out sites like Quora to find out what topics people are asking about in your areas of expertise.
  • Brainstorm with larger groups in your org. Your organization-wide knowledge is a powerful tool to utilize when coming up with new content ideas. For example, your customer support team has a lot of insight into the day-to-day problems your customers have. Your sales team has a wealth of knowledge about which solutions potential customers need from you or want to hear the most about. Tapping other groups in your org will help identify content ideas that speak to your customers’ (and potential customers’) needs.
  • Investigate what your competition is writing about. As a content creator, you should always be aware of the topics your named and unnamed competitors are writing about in your space. Understanding how your competitors approach a topic will help you differentiate your brand’s voice, approach, and content from theirs, identify gaps in their content strategy, and help your content stand out in the sales process.

Once you’ve finished the ideation phase and know which topic you want to write about, the next step is to plan and outline what you’re going to create.

Conclusion

The content creation process is the most important part of digital marketing. We help you build highly engaging and interactive content for your website that attracts visitors and converts them into buyers.

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