Musings from GroupM: The Key to a Successful Digital Content Strategy - Heather Frahm - MediaBizBloggers

I am always amazed when I ask marketers to define their digital content strategy and I get blank stares What about you Does your Web site content align to your brand strategy Is the information tailored to your target market segments Does it clearly communicate your product or service39s key point of difference Are you placing your content where your audience is looking for it aside from on your Web site Most importantly does the content provide the information that your target consumers are looking for and will it help drive business objectivesYou39re one of the proud few if you answered yes to all of the above questions If you answered no to even one of those questions you could be missing a great opportunityAs digital marketing budgets continue to increase so does the importance of having a good content strategy execution and success metrics Content strategy is a layer of brand strategy that provides insight into topics and areas of interest that a brand should leverage in communication channels and throughout its marketing mixSuccessful brands communicate their points of difference within the context of consumer needs and interest areas to drive engagement trial and adoption Content strategy helps them to do thatThere are three major elements to a good content strategy1 A prioritized list of content categoriesThese are the content categories that will help drive your business and help you to achieve your marketing objectives You always want to have strong content around your brand and your products but often that39s not enough You need to think outside of the box to identify content areas that will help place your product in the context of a solution to meet your consumer39s needs Create a brand that consumers want to talk about and they keep talking about it As the CMO of Patagonia stated create and enable contagious content2 Content placement recommendationsA good content strategy goes well beyond your Web site Once you identify the relevant content that consumers want it39s naturally a good idea to put that content on your Web site but it39s also critically important to syndicate that content to other Web sites where your target audience might find it It39s not unusual to see more than 50 percent of search traffic for product related terms going to general information and review sites such as consumersearchcom Yahoo Answers ehowcom etc Consumers are looking for unbiased product reviews and product comparisons on these sites You can39t expect to change consumer behavior just by building out content on your Web site Fish where the fish are3 Content formatOnce you have identified the content that will help drive your business and where to place it it39s time to think about format Basic text and static images are good in some cases but sometimes the situation demands a multimedia format A picture is worth a thousand words but a video may trump itNo matter what your situation the key to a successful content strategy is to make sure it39s aligned to your brand strategy Otherwise you39re risking confusing consumers as well as missing the opportunity to drive your business and marketing objectives homeHeather Frahm is President and Managing Partner of Catalyst Online a GroupM company She can be reached at heatherfrahmcatalystsearchmarketingcomRead all Heather39s MediaBizBloggers commentaries at Musings from GroupM MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Musings from GroupM: The Key to a Successful Digital Content Strategy - Heather Frahm - MediaBizBloggers

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