Principles for Content Strategy

Online content helps people express emotions and connect with others around shared passions. Users want to interact through sharing, commenting, and joining a conversation. Your brand can leverage these passions and conversations to foster deeper connections with consumers.

An important piece to reaching your audience and capturing their attention is fine-tuning your approach so it works on digital channels. These five guiding principles will help you better understand your audience’s behavior on digital channels so you can make excellent content that resonates.

1. START WITH A PROBLEM TO SOLVE

Prioritize your brand’s objectives on digital channels. Understand what role your content will play in your marketing mix.
Building awareness
Will your audience recall and recognize your brand, product, or service after engaging with your content?

Influencing consideration
Will your audience consider purchasing your product or service after engaging with your content?

Driving online or offline sales
Will your audience be more likely to visit your website/store or purchase your product after interacting with your content?

Growing loyalty
Will your audience be more likely to recommend your brand, product, or service after viewing your content?

 

2. UNDERSTAND YOUR AUDIENCE

Once you’ve identified your target audience, it’s time to investigate exactly how they behave online. What videos do they watch? How active are they on social networks? How do they use their mobile devices?
An example of how South Agency used an audience dayparting strategy to reduce client conversion costs is available following this guide.

 

3. SPEAK YOUR BRAND VOICE

Know precisely what your brand stands for, the audience it resonates with, and communicate it clearly on digital channels. It’s important to understand how your content is currently resonating with your target demo.

 

4. KNOW THE COMPETITION

Spend some time looking at what your top competitors are doing with their digital content. Visit their channels and see what has performed well for them, and look at what they’re up to across the entire digital ecosystem. What are they doing successfully? Where are there opportunities for your brand?

 

5. HAVE A PICTURE OF SUCCESS

Few brands achieve success without a clear understanding of what it looks like. Is success about views? User engagement? Sales? Once you’ve determined your brand’s success metrics, you’ll need to track these KPIs before, during, and after the content release to see if it achieved its objectives.

 

Summary

Use the key steps and questions discussed in this section to build your content plan as a subset of your brand strategy.

Prioritize your brand’s objectives: awareness, consideration, online or offline sales, or loyalty.

Add content-related details to the audience persona for your target audience on the channel. What do they view? What do they like?

Research your competition: What opportunities are they missing?

Decide what success looks like: What do you want to achieve with this campaign? Set the proper metrics for your efforts.

 

Looking for more tips on creating a content strategy? Download our white paper on How to Build a Content Plan
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