{"id":81669,"date":"2023-03-16T14:05:37","date_gmt":"2023-03-16T18:05:37","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/how-to-create-execute-a-digital-content-strategy\/"},"modified":"2023-09-14T06:04:22","modified_gmt":"2023-09-14T10:04:22","slug":"how-to-create-execute-a-digital-content-strategy","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-execute-a-digital-content-strategy\/","title":{"rendered":"How to Create &#038; Execute a Digital Content Strategy"},"content":{"rendered":"<p>Your digital <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-strategy-examples\/\">content strategy<\/a> is the key to driving some of your biggest success factors: organic web traffic, brand awareness, lead generation, and ultimately sales. The thing is, there\u2019s a lot to consider when it comes to actually creating your strategy.<\/p>\n<p>Content, audience, schedules, channels, KPIs \u2014 where do you even start?<\/p>\n<p>Our advice: take it one step at a time. Start with what\u2019s most important, and build on each step until you\u2019re ready to launch an intentional, strategic plan that will drive ROI for your brand.<\/p>\n<p>We\u2019ve created a step-by-step guide you can follow to create and execute your digital content strategy right away.<\/p>\n<p><strong>Quick Takeaways<\/strong><\/p>\n<ul>\n<li><em>Audience should be #1 priority for any digital content plan.<\/em><\/li>\n<li><em>Setting clear goals and measurable KPIs makes it easier to evaluate progress.<\/em><\/li>\n<li><em>An <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/plan-blog-content-calendar-for-the-year\/\">annual content plan<\/a> forces an <strong>always-on<\/strong> marketing approach<\/em><\/li>\n<li><em>Test, measure, and focus on the things that work to drive marketing ROI<\/em><\/li>\n<\/ul>\n<h2>8 Steps to Launching Your Digital Content Strategy<\/h2>\n<h3>Think Audience-First<\/h3>\n<p>Who are you creating your content for? This should be the first question every marketing team asks themselves when developing a digital content strategy.<\/p>\n<p>Hint: the answer is <em>never<\/em> for your own executives.<\/p>\n<p>It\u2019s tempting to create content that touts all the really great things about your company, but that\u2019s why you have a sales team.<\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-sell-b2c-products-with-content-marketing\/\">Content marketing<\/a>, when it\u2019s done the right way, steers away from over-selling the brand. Instead, it focuses on consistent, quality content that\u2019s relevant to your industry and engaging for your audience.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-3357612\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/content-marketing-venn-diagram.png\" alt=\"venn diagram for content marketing showing executive instinct to promote vs customer desire to be entertained\" width=\"1143\" height=\"643\" \/><\/p>\n<p>So, back to the original question: Who are you creating content for?<\/p>\n<p>You can use a number of strategies to find the answer to this question. It\u2019s a good idea to spend substantial time researching your audience to be sure you get it right. Customer personas (<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/personas-are-great-except-when-they-suck\/\">when they don\u2019t suck<\/a>) can be a really effective way to understand your different audience segments. Looking at customer demographic data (like web analytics and historical sales data) is another powerful tool for understanding your audience.<\/p>\n<p>You should also think about your audience from the perspective of the problem you\u2019re helping them solve. Why would someone search for your content? What need do they have that would drive them to your website? Considering your audience this way helps you create a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-top-b2b-content-marketing-strategy-ideas-to-consider-using-today\/\">content marketing<\/a> plan that specifically addresses your audience\u2019s needs and thus resonates with them more directly.<\/p>\n<p>When you do your due diligence to know your audience, you are much better equipped to launch a digital content strategy that works.<\/p>\n<h3>Set Goals with Measurable KPIs<\/h3>\n<p>Now that you know your audience and what your content will do for them, it\u2019s time to think about what you need it to do for your brand. What are your goals for your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/brand-content-marketing-strategy\/\">content marketing strategy<\/a>? Is it to increase brand awareness at the top of the funnel? Convert leads you can pass along to your sales team? Increase your search engine rankings?<\/p>\n<p>It\u2019s likely you have more than one goal for your content. By spending time outlining each of the goals of your digital content strategy, your team can be more intentional about creating content that hits all of your objectives.<\/p>\n<p>Just as important to knowing your <a href=\"https:\/\/marketinginsidergroup.com\/strategy\/trending-b2b-marketing-strategies-tactics\/\">marketing goals<\/a> is establishing how you will measure your progress. First, think about the key performance indicators (KPIs) you\u2019ll use. Is it the number of people who visit your website? The amount of leads you generate from your blog? The number of people who follow your social media accounts? Whatever your specific KPIs, be clear about them from the start so you can craft your content accordingly.<\/p>\n<p>Second, put a specific number on your KPIs. If you\u2019re aiming to increase your social media following, set a clear numerical goal (for example, increase organic web traffic by 10% in the next 3 months) so your team can objectively measure whether or not your goal is met.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-3114025\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Content-ROI-2.png\"  alt=\"MIG Content ROI 2\" width=\"997\" height=\"495\" \/><\/p>\n<h3>Perform a Current Content Audit<\/h3>\n<p>It\u2019s easy to get so focused on the new content you\u2019re going to create that you forget about what you already have. But auditing your existing content is a key part of creating a new digital content strategy. It helps you identify what\u2019s working and what\u2019s not. You can build on content that\u2019s performing well and eliminate content that\u2019s outdated or underperforming.<\/p>\n<p>To perform a current <a href=\"https:\/\/contentmarketinginstitute.com\/2018\/01\/how-audit-content\/\">content audit<\/a>, establish first what you want to accomplish with the exercise. Are you aiming to reorganize your content to create a better system? Update old content to optimize SEO? Eliminate outdated web pages and links? Assess brand voice and messaging? Again, you\u2019re likely to have more than one goal for your audit.<\/p>\n<p>Once you know what you\u2019re trying to accomplish, clearly outline which content you\u2019ll include. Are you auditing your website? Your YouTube channel? Your social media content? Maybe you\u2019re planning to audit everything. Either way, decide what\u2019s going to be audited before you start.<\/p>\n<p>Then, think about how you\u2019ll evaluate the content you\u2019re auditing. Decide how you\u2019ll track the content you audit and create consistent rating scales and systems. Once you do, you\u2019re ready to begin the actual auditing.<\/p>\n<p>Want a deeper dive into the process? Check out Laura Creekmore\u2019s content audit talk from a recent Content Marketing World conference.<\/p>\n<p><iframe title=\"How to Conduct a Content Audit - Laura Creekmore\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/Bi49DtlGPHs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Decide What Types of Digital Content You\u2019ll Create<\/h3>\n<p>People often think blogs right away when they consider digital content strategies. And they\u2019re right \u2014 <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-a-blog-writing-service-and-why-your-business-needs-one\/\">blogs are a huge part of effective content marketing<\/a>. But they definitely aren\u2019t the only option when it comes to content. By creating different types of content, you can better engage your audience and let your content work together to drive higher rankings and more traffic.<\/p>\n<p>For example, OptinMonster reports that articles with videos get <a href=\"https:\/\/optinmonster.com\/73-type-of-blog-posts-that-are-proven-to-work\/\">94%<\/a> more views than those that are text-only and video content is <a href=\"https:\/\/optinmonster.com\/video-marketing-statistics-what-you-must-know\/\">50 times<\/a> more likely to drive organic search traffic than plain text.<\/p>\n<p>Including content like infographics, images, videos, polls, quizzes and more can enhance your text content and create a more interactive, engaging experience for your audience. Creating email newsletters can help drive your subscriber base. Publishing how-to videos can increase your brand authority.<\/p>\n<p>The important thing to know here is that diverse content is effective, and you have options. Decide what fits best with your brand, and work it into your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/plan-blog-content-calendar-for-the-year\/\">content plan<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-660329\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/content-formats-2.png\"  alt=\"Content Formats 2\" width=\"836\" height=\"835\" \/><\/p>\n<h3>Be SEO-Focused<\/h3>\n<p>This one\u2019s easy, right? We all know that SEO is important. Your search rankings are essentially the deciding factor for your brand visibility and the number one driver of organic web traffic. In fact, <a href=\"https:\/\/www.smamarketing.net\/blog\/80-seo-statistics\">93%<\/a> of all online experiences begin with a search engine.<\/p>\n<p>The thing to keep in mind here is that <a href=\"https:\/\/marketinginsidergroup.com\/search-marketing\/seo-ranking-factors\/\">Google ranking factors<\/a> are constantly evolving. A decade ago, you could stuff your blogs with keywords to your heart\u2019s content and expect results. Today Google can assess quality and sentiment (among many other things) to eliminate spammy content and push the best stuff to the top of their SERPs. In other words: you can\u2019t cheat the system.<\/p>\n<p>And that\u2019s a good thing! It means the hard work you put into creating great content won\u2019t go unrewarded. But it also means you have to keep up with trends, algorithm changes, and best practices.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3357111\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Oberer.png\" alt=\"screenshot shows Oberer Homes online growth\" width=\"2560\" height=\"1041\" \/><\/p>\n<h3>Brainstorm Fresh Content Ideas<\/h3>\n<p>Okay \u2014 you know your audience, you\u2019ve set your goals, you audited your content. You know what kinds of content you want to create, and you\u2019ve done your research on SEO\u2019s latest trends. Now you just need a ton of <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/ultimate-list-53-blog-post-ideas\/\">great ideas<\/a>.<\/p>\n<p>No big deal, right?<\/p>\n<p>Actually, right! Don\u2019t be intimidated by the prospect of coming up with topics to cover with your content. First and foremost, know that there are keyword tools out there to do most of this work for you. SEMRush is one of my favorites. Their <a href=\"https:\/\/www.semrush.com\/lp\/keyword-research-b\/en\/?kw=semrush%20keyword%20research&amp;cmp=US_SRCH_Brand_Semrush_EN&amp;label=brand_semrush&amp;Network=g&amp;Device=c&amp;utm_content=520561198731&amp;kwid=kwd-318768877125&amp;cmpid=11915062068&amp;agpid=124220903517&amp;BU=Brand_Semrush&amp;extid=&amp;adpos=&amp;gclid=CjwKCAjwhOyJBhA4EiwAEcJdcVPpjlGqfqPu9vY8s159gKnTjub2YOJ_aIzDeJDKMvgX_mcC3ULPixoCZy4QAvD_BwE\">keyword research tool<\/a> can generate millions (yes, millions) of ideas from just one seed keyword. Pretty awesome.<\/p>\n<p>That\u2019s not the only place to get ideas, either. Stay up to date on news and trends to provide commentary on what\u2019s happening in your industry. This can help establish brand authority and build your brand personality by offering unique opinions.<\/p>\n<p>You can also check out what your competitors are doing and cover the same topics. It might sound counterintuitive, but it\u2019s actually a proven <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-ultimate-content-marketing-strategy-template\/\">content marketing strategy<\/a> called the skyscraper technique. Basically, you reverse-engineer the SEO system by finding topics that are already ranking high and being covered frequently. Then, you publish your own content on those topics and put your own spin on it.<\/p>\n<p>That last part is important. Skyscraper content is not duplicate content. It\u2019s content that adds something new and novel to the existing library of content that already exists on a topic.<\/p>\n<p>Finally, you can ask your team and your customers for ideas. What are the people in your organization finding important? What do your customers want to know more about? Going directly to the source can be an easy and effective way to find content ideas. You can send surveys and emails to large groups at once to make the process even easier.<\/p>\n<p>The key takeaways here: coming up with fresh content ideas is important and it\u2019s an ongoing process. Build time in your plan for sourcing ideas and do it periodically \u2014 not just at the launch of your plan.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5112AQF3TSIcp1BycA\/article-cover_image-shrink_423_752\/0\/1520133095927?e=1684368000&amp;v=beta&amp;t=WdFADmHxk7G9DsYevKQCNsxbOhDW9xtg7x9Ydhrhdf8\" \/><\/p>\n<h3>Create (and stick to) a Publishing Schedule<\/h3>\n<p>Creating a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-often-should-you-blog-blog-post-frequency-research\/\">publishing schedule<\/a> and sticking to it is one of the big keys to digital content strategy success. Content calendars keep you organized and accountable, help you identify opportunities and gaps in your content plan, and ultimately lead to better content and stronger results.<\/p>\n<p>There are many tools out there that can help you maintain your content schedule. Using a dynamic content calendar that lives online and comes with automatic alerts to help you manage the process is an ideal option. But there are also free tools and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-make-a-content-calendar-youll-actually-use-templates-included\/\">content calendar templates<\/a> you can download and start using right away. Creating your own calendar using Excel or Google Sheets is a simple starter option that many brands find effective, too.<\/p>\n<h3>Have a Multichannel Digital Content Strategy<\/h3>\n<p>Did you know you have the opportunity to be your own best brand promoter? A multichannel digital content strategy can exponentially increase your views and web traffic. Think about <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-ultimate-guide-to-content-promotion\/\">ways you can share your own content across channels<\/a>. For example, share your blog posts on social media platforms, or highlight your newest article as the headline of your email newsletter.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Skyword_ContentMarketingSurvey_Channels_Sept2013-600x468-1.png\" alt=\"Optimizing Content Promotion Channels To Increase Conversion Rates - Marketing Insider Group\" \/><\/p>\n<p><em>From: <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/optimize-promotion-channels-increase-conversion-rates\/\">Optimizing Content Promotion Channels To Increase Conversion Rates<\/a><\/em><\/p>\n<p>Another way to drive your multichannel strategy is to create <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-tactics-create-highly-shareable-content\/\">highly shareable content<\/a>. Seemingly small details like social media share buttons on your blog or encouraging followers to share something in your caption can go a long way in increasing your brand visibility.<\/p>\n<p>Some of the most shareable types of content include:<\/p>\n<ul>\n<li>Facts and statistics<\/li>\n<li>Infographics<\/li>\n<li>Commentary on current events and news<\/li>\n<li>Listicles<\/li>\n<li>How-to Guides<\/li>\n<li>Videos<\/li>\n<\/ul>\n<h2>Launch Your Digital Content Strategy Now<\/h2>\n<p>Hiring a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-strategy-agency\/\">content strategy agency<\/a> is one of the smartest ways you can ensure your digital content strategy launch is successful, Marketing Insider Group has the right tools and people to help you do it. <a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Content Builder Services<\/a> include a full content audit and customized editorial plan. Our writers can deliver you SEO-optimized, publish-ready blogs every week.<\/p>\n<p>If you\u2019re interested in learning more, <a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">set up a free consultation<\/a> with me today!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your digital content strategy is the key to driving some of your biggest success factors: organic web traffic, brand awareness, lead generation, and ultimately sales. The thing is, there\u2019s a lot to consider when it comes to actually creating your strategy. Content, audience, schedules, channels, KPIs \u2014 where do you even start? Our advice: take [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":81693,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-81669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create &amp; Execute a Digital Content Strategy - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Ready to launch a winning digital content strategy? Here\u2019s our step-by-step guide to creating and executing a plan that will drive big results for your brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-execute-a-digital-content-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create &amp; Execute a Digital Content Strategy - Marketing Insider Group\" \/>\n<meta property=\"og:description\" content=\"Ready to launch a winning digital content strategy? 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