What is Digital Marketing?

 

In this article I would like to introduce you to Digital Marketing, run through the definition and then explain what digital assets are, what types of assets you can create and where you should use them for your business.

Hopefully, by the end of this article, you’ll have a firm grasp of the different types of content you can create for your business.  You’ll understand where the different types of content fit into the customer buying cycle and what types of content are applicable at different stages of the customer journey. 

You can then can use this new found knowledge to market your business to the right customer, in the right place, at the right time and increase your profits.

Table of Contents:

 

  • What is Digital Marketing – The definition
  • Digital Marketing vs Traditional Marketing
  • What are Digital Assets
  • What Types of assets can be created
  • What is the Buyer Journey
  • What types of assets should be used at each stage
  • Where is this content normally distributed
  • What types of content are best for engagement
  • How should I distribute this content
  • How do I know if It’s working

The Definition of Digital Marketing

Have you ever wondered:  What is digital marketing?  Here’s a simple definition for you –

Digital marketing refers to the creation of digital content to distribute to various channels on the internet.

It’s a simple description of the term.  We simply create assets, then distribute them to:

  • Websites –our own, other websites, partners, etc
  • Slide Sharing Sites – slideshare for example
  • Blog Posts – WordPress, Wix, Blogger, Squarespace, Tumblr, Shopify, etc
  • Video Sharing Sites – YouTube, Vimeo, Twitter, Facebook, Instagram, Tiktok, Byte
  • Micro Content Sites – Twitter, Reddit, TikTok, Snapchat, Byte, etc
  • Social Media Sites – Facebook, Instagram, Pinterest, Twitter, LinkedIn, etc

 

These channels can be broken down further by platform, and there are many other distribution channels.  These are just a few examples of sites where content is distributed.

Digital Marketing vs Traditional Marketing

In contrast, traditional marketing referred to the creation of physical products with which to promote a product or service. 

In the past, they would have created:

  • Print Magazines
  • Printed Brochures
  • Printed Flyers
  • Printed Pamphlets
  • Printed Business Cards
  • Created Banners
  • Put Up Billboards
  • Printed Branded Apparel
  • And So Much more

If you go price these, you’ll find that it would normally have cost hundreds of thousands of dollars. 

That just covered the production costs. 

Then they still had to employ people to actually go distribute these things to other people, homes and businesses.

These days, the price of marketing material is based on the time taken to create the assets and any materials that may have been purchased to create them.

Digital assets are created using:

  • Cameras
  • Video Recording Devices
  • Audio Recording Devices
  • Computers
  • Software

The assets created are digital, therefore aren’t tangible.

What Are Digital Assets?

 

Digital media assets can be described as content in the following forms:

 

  • Audio
  • Visual
  • Multimedia

 

If we had to break the components down even further:

 

Audio Content would be in the form of:

 

  • Music
  • Podcasts

 

Visual content would be in the form of:

 

  • Images
  • Text

 

Multimedia content would be a combination of both audio and visual content:

 

  • Video

What Types of Digital Media can be Created?

Often, digital media is created for specific purposes. 

Let’s have a look at a few examples of the types of media created for a purpose:

 

  • Digital menus – allows people to see what’s on offer and buy
  • eBooks – to educate and inform, or entertain with stories
  • Reports – to inform
  • Case Studies – to educate and inform
  • Music – to entertain
  • Podcasts – to inform and educate
  • Websites – to educate, inform and sell
  • Videos – to entertain, inform and educate
  • Adverts – to sell or create awareness

 

That’s a short list, but by no means complete.  I’m sure you get the idea.  Digital media is a vehicle to inform, educate, entertain and create awareness of products and services, leading to sales.

Strategy Planning

Trying to begin your Marketing Journey on any Platform or any type of medium requires a Planned Strategy.  If you don’t have a solid plan of action, you’ll be wasting time and doing unnecessary tasks, possibly also wasting time and money.  We’ll help you create strategies for all aspects of your Marketing Activities.

Inbound Marketing

We create SEO optimized content to attract the right customers.

Social Media Marketing

We distribute content, listen, engage and follow up with leads.

Paid Advertising

Account, Campaign, Keywords, Analytics and Lead Management

What is "The Buyer Journey"?

 

The buyer journey is the path a new visitor takes to becoming a customer, and staying one over a prolonged period.

The buyer journey is also known as a funnel, customer map, buyer story, or whatever you want to call it.  It just details every step of a new person coming from nowhere, to being a loyal customer.

There are touch-points that we call stages of the Journey.  They are broken into 4 stages:

 

Awareness

People who are unaware of your business are introduced to your brand through the content you create and distribute.

Interest

Should a person become aware of your business and want to learn more, then they move into the interest Stage.

Decision

If a person has become aware, shown interest and want to buy something form you, then they have entered the decision stage.

Action

Action refers to the person doing what they have decided to do, ie, buy, sign up, etc.

Funnels Simplified into 3 Sections

Sales Funnels can also be simplified even further into 3 Stages.  They are TOFU, MOFU & BOFU

As per the 4 stages above, the 3 stages here relate to:

 

TOFU – The Awareness Stage

MOFU – The Interest Stage

BOFU – The Action Stage

 

Now that we know what the different stages of the buyer journey are, what do we do with this knowledge?

We create content for each stage!

You might be wondering now, what content fits into which stage of the buying cycle?

Let’s have a look.

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Creating Content for Your Sales Funnels

We’ve already talked about content for each stage of the sales funnel, so, let’s have a look at each stage and what content should be created.

TOFU

At the TOFU stage, it’s all about creating awareness.  At this stage, we’re unknown, so we need to educate people about who we are, what we do, and what our values are to teach them about our brand.

The best types of content to do this:

Social media posts:

Post on the social media sites that you’ve identified as places where your ideal customers frequently visit.  Where possible, look for groups in these social media sites, because people with similar interests will be there.

Each site has a specific type of content that resonates with the audiences you’ll find there, so make sure that your content fits.

Social ads:

Targeting the right people with ads is very easy to do.  Most social platforms have insights about the demographics using their platforms.  Choose your target, craft a great ad and promote it.

Example: An image of a cyclist with an ad that reads: “cycling gear for early morning riders”.

 

Influencers:

An influencer is someone with a large following on social media sites or elsewhere.  Tap into their popularity by asking them to send a message to their followers about your brand. 

Make sure that the type of audience they have is a good fit for the type of product/service you want to promote.

 

 

Infographics:

Infographics are a great way to take a complex or other type of problem that someone may have and breaking it down into components.

Couple these components into visual sections with brief solutions, statistics or any other relevant information in easy to digest explanations.

Example: A visual guide to service your Nissan 1400 carburetor.

 

 

Overview blog Posts:

An overview blog post is a great way to break a subject into easy to scan and read paragraphs.  In this type of post, you highlight a problem and give a solution.

Do some keyword research to find highly searched for terms and create the content, keeping SEO principles in mind so that the content can be easily found in search engines.

Example: 15 tips to prevent a forest fire from damaging your property.

 

 

Short videos: 

Shoot and edit a short video that’s less than 10 minutes long that gives some general, helpful advice for your ideal customers.

Short videos are great for Instagram, Twitter, Pinterest, YouTube and Vimeo.

It can be anything that they can use, anything that may be helpful, and it must be quick and easy to digest information.

Example: 10 protein snacks to try after a grueling workout

 

Quizzes, surveys and polls: 

Ask a series of short questions to gather more information about the group of people you’re interested in targeting.

Use these questions to create content that will help them understand a specific problem, solution and the type of groups the problems and solutions may apply to.

Example: What diet do you prefer?

 

Native Ads (Display): 

Sometimes when you finish reading a blog post and scroll further down, you’ll see a set of images and a little descriptive text, on top of which you’’ see “Sponsored Content”

These are Native display ads and they show up underneath articles that your customers are reading.

To get your ad on sites like these, write a great title that captures the imagination and intrigues your readers, making them want to read further.

Example: “Its holiday season and burglaries are becoming more common: here’s how to minimize the risk” [Perfect for home and garden, or real estate blogs.]

 

 

Introductory emails:

Whenever you get a new email subscriber, you should celebrate.  It’s one step further in building your business.

As soon as a new lead comes onto your list, you want to make sure they feel welcome, that they fit in and understand everything about your business, your brand and what you stand for.

A welcome email is a great way to make your new subscribers feel at home and lets them know that you have their best interests at heart. 

So, make sure to write a detailed email, letting them know what to expect going forward, what other resources they can tap into and how they can get help if they ever need it.

It’s also a great time to give the new subscriber some other form of content from the awareness stage to move them along your sales funnel.

Example: Solve these 7 aches and pains once and for all with the right warmup routine.

MOFU

 

At this stage, we have introduced ourselves and a customer has decided to subscribe to our email list or otherwise.  Now we need to continue their education.

We need to stay top of mind, so that when the time is right, we’ll be there to help them make a buying decision.

 

Content types for the MOFU stage

 

Drip Email Sequence:

No matter what anyone says, email is still a great source of income for businesses of all sizes.

That’s why 85% of professionals and large corporations prefer email over any other form of communication.

Your email content needs to be high quality and have a great headline that makes the reader want to read the content.  The better your headline, the better your open rates will be.

 

Detailed Blog Posts:

Research the keywords your customers are using to find answers to problems they’re having and do long form blog posts, answering their questions in detail.

 

To find these questions, you can do your research in:

 

  • Search engines
  • Social Media Sites
  • Forums
  • Magazines
  • Q&A Sites

 

Get into the minds of your customer so that you can go more in depth by looking at their demographic and psychographic data.

Structure your content in a way that speaks to them on an emotional level, so that you connect with them and they feel like you’re their trusted advisor

Example: 16 problems every 40 year old male cyclist will experience at some time and how to overcome them. 

 

Trending News: 

People love news.  They love being up to date, they like being with the “in crowd” and like feeling as though they’re relevant.

What better way to serve them, than keeping them up to date with what’s happening in the area of the market they’ve expressed an interest in.

If they’re on your list, then they’re probably interested in knowing what new releases there are.

Tell them what’s new, what’s coming, feature updates they can expect and teach them how to make use of all these new features.

People love added features and updates, especially when they don’t cost more!

 

Checklists: 

People want quick wins.  A checklist should be a quick easy way to accomplish a task as quickly as possible.

Create a simple spreadsheet or a list of tasks they can tick off in a word document.

Help them solve a single problem with an organized set of tasks, walking them sequentially through the steps from start to finish.

Example: 17 pre-flight checks for every newbie pilot, before you even enter the cockpit.

 

Ebook:

Sometimes a problem may be a bit complex and have many facets to it.  In this case, it may be better to list each facet in different chapters.

Write in depth solutions for each facet, compile all this information into an attractively designed eBook and offer it to customers.

Example: A Complete Service Manual for the Proud New Owner of our Ford Dodge 2020.

 

Guide: 

To really let a customer know that you have knowledge in your industry, create a comprehensive guide.

Show them step by step solutions for their problems.

Break everything down into simple to understand instructions, with images, text and video where possible.

Example:  Laptop Buyers Guide: The 7 best accessories every student needs to stay connected and productive in 2020.

 

Templates:

Sometimes, a problem presents itself more than once and there is always a standard way of solving it.

Document the process and offer it as a template for your customers to use.

Example: Cut your way through traffic on unknown routes from Manhattan to New York in record time, using our map.

 

In-depth video: 

More than half of people would rather watch videos than read text.  To combat this, rather take any written content you have and use it as a script for a video.

Walk viewers through a process from start to finish.  Use images, text, slides, animation or anything else that makes it easy for viewers to see and understand what you’re telling them.

Try keep the content short, to the point and energetic.

Example: How to fix a flat bicycle tire in 3 minutes or less.

 

Newsletters: 

If you’re consistently creating content, then you could probably use it to craft a newsletter.

Let’s face it, your customers are just like you, they’re busy and probably haven’t been to your site yesterday, or the day before.

A great way to make sure they’re always updated and have you top of mind, is through a regularly scheduled Newsletter, filled with high quality, entertaining and educational content.

This newsletter can be sent weekly, fortnightly or monthly.

 

Microblogging: 

Running a Blog on your own website is a powerful way of building a business, because the fresh content will keep visitors coming back.

Sometimes, if you don’t have the time to wait for traffic to increase, you can tap into an existing audience to drive traffic to your website from platforms like Medium, Reddit and Tumblr.

If you don’t intend creating your own blog, then you can just reach your customers on these platforms, by posting there regularly.

 

Slides: 

Slides are a great way of offering a detailed graphic presentation, showing how a complex problem can be solved.

Slides are best shared on professional networks like LinkedIn, or within groups of like-minded people.

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BOFU

 

This is the stage at which a customer is about to make a decision and act. 

It’s at this stage that we need to educate them and show them how their decision is the right one.

They’re looking for options, so now is the time to show them what’s available and which option will be the best one to solve their problem.

 

BOFU Content types

 

Case studies:

If you’ve helped a customer.  Tell their story, or let them tell the story of how your brand or business came to their rescue in their time of need.

Don’t forget, in this stage the potential buyer wants to know that you solved a problem similar to theirs, so show them how you helped someone else who was in exactly the same situation.

Example: How we helped Paula stop grease from ruining her pants while cycling to work – Enter Pants Clips.

 

Testimonials:

Testimonials are a great way of proving that you can solve specific problems.

If you have them, then ensure you display them where they’ll help in the conversion process. 

For instance – Sales Pages, Checkout Pages, Dedicated Testimonial Pages or anywhere else you see fit.  Just remember, they need to be present in places where they will aid in conversions.

 

Product demos:

Product demos are a great way to show potential buyers how a product works in the real world and how they can be applied to solve the problem they’re having.

It just cements in their mind that the product they’re looking for is the right solution for them.

You could have a video, or do live demonstrations at craft fairs, conventions or Expos.

 

Product Features: 

Customers buy products for their usefulness, not looks and technical aspects.

They want to know how each function will help them and make their lives easier.

This is your opportunity to explain each feature, how it works and how it will improve the quality of their lives and make it simpler.

 

Product comparisons:

Find a competing business with a similar product. 

Put the products side by side and point out all the differences.  Make sure to highlight how your product is the better fit for your target customer.

Example: Their stapler vs our own.

 

Webinars or Webinies: 

I hate the prospect of sitting through a webinar for an hour. 

I have seen more than one and know the format already:

Half of the presentation is filled with information and the other half is just the presenter rambling on about their product only to make a sales pitch.  YUK!

I’m sure you can identify with this too!  Don’t do that!

Do shorter videos, from 5 – 10 minutes, showing how a product or service works, how to apply the knowledge you’ve given in the video and let them have way to reach out to you to ask questions if they need to.

If you absolutely have to, do an hour long webinar, only if it makes total sense. 

But, don’t ramble on about how the product saved your life, your grandmas life in the last war, the whole history about your country and how your product could have done this or that.

Get to the point.  People don’t have patience to listen to crap.

 

Giveaway:

People love the chance of getting something for free, or at a discounted rate. 

Even if a prospect who’s gotten to know about your brand, isn’t ready to buy, they might be tempted to do so right away if they stand a chance of winning something.

Giveaways work great in social media, in groups and can also be added to your regular newsletters.

 

Coupons: 

Similar to giveaways, discounts can be great motivators.

Give prospective customers a coupon to try your product or service, then tease them with a discounted rate for a limited period if they take immediate action.

 

User Generated Content:

People love seeing proof that your product or service has helped others in a similar situation to theirs.  They also want to see that the brand that they will be dealing with, will attend to their needs.

By letting customers leave reviews, comments and engaging with your brand, it demonstrates to prospective customers that your brand is indeed a quality brand that takes care of their customers.

This will inspire confidence in the mind of the potential customer, knowing that your brand or business will be a good choice for them.

The best way to get UGC is by asking your customers to leave comments, reviews and pictures of them using the product or service then posting these out to your social media sites and on your website.  (With their permission of course)

Brand Evangelists

 

It’s often said that it’s 5 – 25 times cheaper to keep existing customers than it is to convert new visitors into customers.

Creating the right kind of content for existing customers often results in a much higher ROI.

When existing customers have a good experience with your brand, your content may turn them into brand evangelists and lifelong customers.

 

To create this type of content you need:

 

  • A list of existing customers or a place to find them
  • A way to reach them
  • Understand why they like your brand

 

Creating Content for Brand Evangelists

So, you’ve successfully managed to guide your new customers through your sales funnel and converted them from cold leads into customers.

That’s quite the accomplishment.  Pat yourself on the back.  You deserve it.

But, sorry to say, the hard work doesn’t stop here.  You need to keep them engaged or they’ll lose interest and forget about you in a few days.

You need to keep them engaged, serve them the right types of content and work towards turning them into the most important asset you could ever hope for – brand evangelists.

Brand evangelists are often loyal lifelong customers.

The content you create must give them reasons to continue supporting your business. 

The content you create at this stage should be complimentary to the content they’ve already consumed from your business.

It should aim to inspire, motivate, surprise, spark wonder, intrigue, or make a customer’s day.

Quick surveys or questionnaires sent to your customers every so often can often highlight their preferences.

Maybe they’re looking for convenience and more affordable pricing. In such cases, your evangelists might respond best to coupons and discounts.

Maybe they like your customer service. If that’s the case, highlight your previous cases that were solved.  This will prove you’re listening to and attending to customer needs.

If your customers are ethic or environmentally conscious they may favor the fair trade and environmental projects you’ve been part of.

In this case, make sure to create content that lets them know what you’re doing and how your efforts are benefiting the environment or communities you’re working with.

 

Purpose of This Content Type 

I’m sure you don’t want to do all this content creation for nothing.  So, it needs to serve a purpose. 

What goals have been set for your business?

Think about what you want the evangelists to do.  Just remember, you don’t want to alienate them or send them running to competitors because you’re constantly bombarding them with more and more sales pitches.

You want to be more tactful than that. 

So think carefully and plan to help them save money, offer them rewards for being loyal and do everything you can to make them feel appreciated.

Do you want to encourage repeat purchases? In this case, you’ll want to move a buyer from after purchase content to discounts or rewards programs.

Do you want them to talk about your brand? Then you’ll want to highlight the quality of your business and encourage social sharing and reviews.

Brand Evangelist Sales Funnel Stage Content

 

Feature blogs: 

The type of blog you write at this stage of the relationship a customer has with your brand is different to all other blog types you may have written.

The types of blogs you will write at this stage may focus on your business or products. 

For instance – events you may be hosting, charitable events you are involved in, contests and giveaways.

Example: The O2 water company joins forces with the Wildlife protection organization in South Africa, to drive awareness about the dwindling Rhino Population and assisting with campaigns to collect donations to stop the poaching.

 

Re-engagement email:

Create different types of emails to keep your content fresh and interesting so that your customers don’t get tired of seeing the same type of email all the time.

Send your customers polls and quizzes to find out what they are interested in, so that you can use this information to create more relevant email sequences for them.

Stay on top of industry and customer buying trends and share this information with your lists.

Keep your information on trend to increase engagement.

Segment your audience into relevant interests in order to ensure you’re delivering the right content at this stage of the buyer’s journey.

Example: What are your 5 top tips for a morning warmup before hitting the road?

 

Contests or giveaways: 

This strategy relies on asking your audience to tag friends and family in order to drive more user generated sales and greater brand awareness.

It’s a strategy that focuses on content from your existing customers instead of your brand.

Give your customers an incentive to share their purchase history, stories or experiences online in order for their content to expand your reach and grow awareness.

Example: Share a picture of your 2 most recent purchases form Starbucks and get a Cupcake on the house.

 

Storytelling:

Storytelling has been around for centuries and never gets old.

Storytelling is meant to drive engagement and inspire.

Capture and tell a story about the way in which you, your brand, a customer or a partner achieved a specific result and how it influenced the life of someone in an inspiring and positive way.

Example: Tim Hendriks joined our Community challenge and within 60 days, went from a novice cyclist to winning the Durban Cycle Pro-challenge, which is a platform for professionals. 

We were extremely happy to help Tim go from Novice to Pro and get loads of recognition in the cycling community.  He’s already been approached by three sponsors.

 

Interactive Campaigns:

Use multiple channels to create and distribute different types of user generated content.

Get your company and customers to support the cause or event and get them to tag and share the proceedings with friends and family across their networks too.

It wouldn’t hurt to throw in a little incentive too.

Example: Join us for a march through the city to create awareness about cyclist safety.

Newsletters:

Keep customers engaged with scrollable tidbits of information in the form of newsletters featuring tips, products, discounts, future events, inspirational stories, etc.

 

Community Forums or Groups:

Create a safe space for customers to come share their experience, stories and help them connect with other like-minded people.

Moderate your community to position yourself as an expert and maintain a positive atmosphere.

 

Virtual and Live Events:

Allow anyone and everyone to get involved.   Post live seminar feeds, talks, or trade show footage. 

If you have recordings, make it available for people who were not able to make it to the event, but still want to know what happened.

Keep people informed of regularly scheduled events you may be hosting virtually or live, so that they are informed well before the event happens.

Example: Watch the runners from Xerox live, taking part in the Boston Marathon.

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Where is content normally distributed?

 

Now that we understand what type of content goes with which part of the buyer journey, now we need to understand where to put all this content to work for us.

 

The first thing you need to do, is understand who you’re going to distribute this content to:

 

  • Gender
  • Income
  • Interests
  • Location
  • Age

 

This can be found by looking at various insights online, for instance:

 

  • Pinterest insights
  • Google Insights
  • Google Trends
  • Facebook insights
  • Instagram Insights

 

There are many tools online and a quick Google search will reveal even more tools you can use to gather the information you need.

 

Which platforms are they using?

People have different tastes and will use different platforms.  For instance, TikTok, is predominantly female and the average age is 18-29.

Not really a place where you would think of trying to sell high ticket items like conferences for example. 

So, you need to take the various platforms and their demographics into consideration. 

You’ll want to do this bit of planning before spending your time creating content and posting it to the wrong platform.

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Demographics of Social Media Platforms

 

Let’s have a look at the various demographics.  You will find this information at www.brandwatch.com.  So keep going back there to check for updates to see if anything has changed.

 

Facebook (reach 2.4bil) (56% people want information 96%mobile)

 

Dominant Gender -female

Age – 18-49

Location – urban

Income level – 75k+

Most popular Content format – video (61% people want more)

 

Facebook Messenger (1.3bil users, 40 billion businesses, 11% people use it)

 

Dominant Gender -female

Age – 25-34

Location – urban

Income level – 75k+

Most popular Content format – chatbots

 

Twitter –(22% of internet, 77% want responses, 2bil searches a day, 83% leaders on twitter, 80% mobile)

 

Dominant Gender –  female

Age – 18-29

Location – urban

Income level – 75k+

Most popular Content format – Video

 

 

Instagram (83% looking for products, 50% follow businesses, 4xmore engagement, 80% buy)

 

Dominant Gender -female

Age – 13-29

Location – urban

Income level – 75k+

Most popular Content format – images

 

 

Pinterest (80%mobile, 85% people plan life moments, 98% try all ideas, 59% millennials find ideas, 90% make buying decisions, 55% look for products, 78% like brands, 33% more traffic than Facebook, average users spend 29% more on Pinterest)

Dominant Gender – female

Age – 18-49

Location – suburban

Income level – 75k+

Most popular Content format – images, gifs and video

 

 

LinkedIn (for b2b, 80% b2b leads, 70% recruiters)

 

Dominant Gender – m/f

Age – 30-49

Location-urban

Income level-75k+

Most popular Content format-video

 

TikTok (29% engagement)

 

Dominant Gender – female

Age – 18-24

Location – urban

Income level – 100k+

Most popular Content format

 

Snapchat (95% positive,57% videos from brands)

 

Dominant Gender-female

Age-13-29

Location-urban

Income level-50-75k

Most popular Content format-snaps, stories, photos, video

 

YouTube (79% of all internet users 90% looking for brands 37% of all internet traffic)

 

Dominant Gender – male

Age – 18-34

Location – urban

Income level – 75k+

Most popular Content format – video

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What types of content are best for engagement?

 

Just about any content can drive engagement.  As long as it’s the type of content that resonates with your audience.

 

What you need to do, is go have a look at what your competitors are doing:

 

  • What are they posting
  • How often do they post
  • What time do they post
  • How many shares do they get
  • How many comments do their posts get
  • What other types of engagement do they generate

 

Make notes as you investigate, so that you can come back to your own site and do some of the same kind of work as your competitors.

Don’t copy them.  Just use their sites and channels to get an idea for their types of content that resonate with the same type of audience you want to target.

You still need to inject your own voice, personality and humour.

 

What works for Companies?

What you want to do is create a system for yourself that makes use of the most popular types of content that companies use to generate leads and engagement. 

 

Here’s a list with the type of content and percentage of companies that use it:

 

  • Social media – 79%
  • Articles – 78%
  • Newsletters – 61%
  • Case Studies – 55%
  • Blogs – 51%
  • Whitepapers – 43%
  • Video – 41%
  • Microsites – 30%

 

Now, go and create this kind of content.  If you’re going to blog, then you need to write content.  If you’re going to use social media, then you need to write content and create images and video to keep your audience engaged.

Check each platform, research the audience for each platform and serve the type of content that you know will resonate with them.

 

There are other types of content we haven’t touched on yet, for example:

 

  • Gifs
  • Memes
  • Podcasts
  • Surveys
  • Polls
  • Giveaways
  • Contests
  • Competitions
  • Slides
  • Presentations
  • Webinars
  • Live Streams

 

The list goes on and on.  You need to try different types of content, keep track of what you’ve created, check how much engagement you get after sharing and keep record.

You will only know if something works if you keep track.  We’ll cover tracking at the end of this article.

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How should I distribute this content?

 

Distribution again, depends on the channels you’ve chosen, based upon the demographic you’re targeting.

Here are some ideas for you, it’s a general guideline, based on medium distribution frequency (you can always post more or less, it’s your choice):

 

Blogs: 1 x post per week, best days to post are Thursdays or Fridays

YouTube: 3 x videos per week, best uploaded Thursday and Friday

Facebook: 1 x post per day mon-sun (best time to post: between 13h00 and 16h00)

Twitter: 15 x Tweets per day, better posted on weekdays

Pinterest:  11 x Pins per day, after hours is best

Instagram: 1-2 Posts per day, 02h00 is the best time, then between 08h00 and 09h00

TikTok: 3-5 x Posts per day, post after 17h00 and weekends

Snapchat: 1 x post daily, post after hours and vary the content because the majority of users are young females

Linkedin: 1 x Post per day, weekdays are best and post between 10h00 to 11h00

Google My Business: 2 x Posts per day, weekdays seem to be best and post between 09h00 to 13h00.

Tumblr: 1 x post per day, Mondays to Thursdays and post between 19h00 to 22h00.

 

I’ve only listed the major platforms here.  There are plenty more where you could find an audience.

One thing to bear in mind, is that you want to keep and maintain your content on your own platform first, that way you retain ownership and can control the brand identity.

If you’re only going to use third party sites, where you put your content on their platform, where they control the narrative, you no longer control what people perceive about your brand.

 

I’m talking about posting your content to sites like:

 

  • Reddit
  • Medium
  • Blogger
  • Twitter
  • Tumblr

 

These sites take ownership and you have no say.  Start your own blog and keep everything in-house.  Share content from your blog, so that you get traffic coming back to your site.

How do I know if it’s working?

 

You won’t know if your marketing efforts are paying off if you aren’t keeping track of all the content you create.

 

Blog Content

The first and foremost tracking tool you should be using is Google Analytics. 

It’s free and all you need to do is sign up for Gmail, use the same details to sign up for Google analytics and install the tracking link in your Blog.

 

Images

For images, find a place to store them online. 

AWS (Amazon Web Services) is one of the best CDNs (Content Delivery Networks). 

Amazon will supply you with a link to the image. You can add that link into a link shortening service like Bit.ly for instance to get Analytics.

 

Audio

If you create an audio track, you can upload it to various streaming services, and if it’s a podcast, you’ll be given a unique URL for that specific Podcast track.

Add the link into a link shortening and tracking service like Bit.ly.

 

Video

Whenever you upload a video to many of the popular Video hosting services (YouTube for instance), they already have a tracking service in place and you can see your analytics directly in the platform itself.

 

Slides

If you create slides, they can also be tracked.  Upload them to your platform of choice, get the unique link and shorten it with Bit.ly.

Use the shortened links in social media, on your website and anywhere else that you share content.

If there are other types of content you’re wondering how to track, do some research in Google and you’re sure to find an answer.

 

What’s the Best Way to Track Performance?

Use spreadsheets for each platform you’re working on and in each platform spreadsheet, create different tabs for each content type.

If you want analytics for your blog, then go get it from Google Analytics. 

They have numerous types of reports that you can export. (Just remember to enable reporting)

 

Social Media Tracking

If you want analytics from various sites like Facebook, Pinterest, Instagram and YouTube, check their analytics sections where you can export analytics reports.

 

What Should I Measure?

 

That depends on your goals!  You did set goals for your business, right? 

 

You could track all the things that are important to you:

 

  • Shares
  • Clicks
  • Downloads
  • Subscriptions
  • Sales

 

Everything depends on the goals that you set when you started creating content.

All you need to do now is analyze the data you got back from your analytics reports and see if the content you created, resonates with your audience.

Not all content will do well, but, it’s the starting point for every single business out there.

 

Create more and more content

Analyze everything.  Eventually you’ll see what gets the most engagement, shares and comments.  That’s a sure sign that your followers like the content and you’ve also got the green light to create more of the same.

 

Test, test and test some more

When you find a winning piece of content, you can take that same piece of content, repurpose it and see how much better you can get it to perform by running split tests.

 

You do split tests by keeping a control, then taking the test image and:

 

  • Altering the written content
  • Altering the headline
  • Changing the fonts
  • Mix the colours
  • Change the call to action
  • Move the placement of links and
  • Use Different storylines
  • Target Different Personas
  • Address different Geographic locations
  • Translate into foreign languages

 

The most important aspect of testing is Documenting.  It’s vital.

Every single change you make must be documented, otherwise you won’t be able to figure out what works or what minor change led to increased conversions.

Once you’ve documented your changes, use the control and the test content in the same places.

Give both pieces of content equal distribution frequencies and track performance.

After about 2 – 4 weeks, compare the analytics data, control against test content and see which one worked best.

Use the one that worked best as the new control, and use another piece of content as test content and repeat the process.

This is called conversion optimization.

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Conclusion

Digital marketing is an ever evolving practise.  Just as the Search Engines constantly update and improve, so must our content creation process.

We also need to understand how the customers will find our content, how their search behaviors change and how we can position ourselves in front of them, (While they’re in the right mind-frame to convert).

It’s best for you to constantly keep abreast of new platforms, changes in the search engine world and keep up to date with consumer trends.

In this way, you’ll be better equipped to create and promote the right kind of content to the right people at the places they frequent online, creating awareness, increasing engagement and increasing your sales.

We would love to hear what you think about this post, so be sure to leave comments below. 

What are your key takeaways form this post?  What would you like to hear more of?  Are there any topics you would like us to cover?

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