The internet is full of information, websites, advertising and various content, so it is necessary to be smart in the techniques to attract the attention of a target audience. Within digital marketing there are several strategies to get leads that become customers and one way to do this is with the creation of quality digital content.
what is content creation?
Content creation is a term that in digital marketing means producing texts, articles, images, videos, audios, that offer information or entertainment and fulfil particular objectives of attracting web traffic and potential customers, in order to distribute them in different channels or platforms and attract the attention of users. This is an essential part of the inbound marketing methodology.
Inbound marketing is already part of the digital transformation. It provides an approach that instead of annoying the customer with unsolicited advertisements, it attracts them by providing them with content that is of interest to them. Hence the importance of content creation in digital marketing, especially the inbound strategy.
When content is created and published on a website or on social networks, it can be found by people who are looking for related information. To ensure the visibility of your content, companies use the principles of SEO (Search Engine Optimisation), i.e. search engine optimisation to appear among the first results of searches carried out by potential customers.
Then, it is advisable to disseminate this content on social networks and related pages, and finally analyse the results of the strategy in order to improve it and continuously evolve. Having a network of digital content is very useful to easily reach our audience.
The content creation process
When you are developing a marketing strategy it is a fact that you are going to create content to make yourself known, however, this action should not be done randomly or by intuition of the marketing team. Creating content has a process that we must keep in mind so that the investment of time and resources is not in vain, for this we must:
- Plan
Before developing content, it is necessary to choose the formats and distribution channels. For this it is necessary to analyse all the aspects that influence the decision of what and how the content will be developed. At this stage it is where the short and long term objectives of the strategy, the target audience, the publication schedule and the keywords that are planned to be positioned are defined.
You need to develop a range of different content that is designed for all types of buyer personas and for the different stages of the journey, not only to provide answers at the right time, but to educate them through the process and generate better sales.
- Develop
Now that we have the basis for the content plan in place, we can start with production. This is the stage where you can deploy all your creativity to present the information or message in the way that best appeals to your buyer persona.
At this stage, to ensure a good process and organisation, it is good to create a table where the tasks and the process that a piece of content needs to go through from the draft to the version reviewed by the team and approved by those in charge are assigned by dates.
- Distribute
After all the time spent developing the content, you move on to distribution on the different platforms you have selected, which are mainly your website and social media platforms such as Facebook, Instagram and Twitter.
Publishing content on a regular schedule is important. Choose the days and times of publication so you don't saturate your content in a couple of days and then run out of information to publish for weeks. This way you have time for your content to be consumed and generate engagement.
To learn more about the importance of engagement in Inbound Marketing strategies click here.
- Analyse
The work doesn't end when the content is published, the next step is to analyse and measure the results generated on the different platforms. This helps us to realise if the strategy we are developing is working and in which key areas we should work more or correct mistakes.
This stage can also help you when you carry out an email marketing lead nurturing campaign, because if you already know which contents were well received and performed better with your target audience then these are the ones you should consider.
Types of digital content
Digital content can be classified in many ways. In principle, the most fundamental classification is by format, which are: text, image, audio and video. From each of these four formats, other more specific types of digital content are generated. For example:
- Texts: The blog will help you reach your target audience, creating content that solves their problems and helps them find solutions. At the same time, it is a very powerful tool to improve the SEO positioning of your project and increase visibility.
- Blog articles
- Ebooks
- Whitepapers
- Reviews
- Description of products or services
- Questions and answers
- User guides
- Images: Photographs or creativities with images are one of the most used contents, to make digital content more visual and attractive, while improving the user experience. They are also one of the most used resources in social networks, to support the text of publications and attract the attention of users.
- Photographs
- Banners
- Illustrations
- Infographics
- GIFS
- Memes
- Audios: This type of content can be consumed at any time by users and provide them with value when it comes to solving their needs or problems, for which they have come to our website or blog.
- Songs
- Podcast
- Interviews
- Audiobooks
- Soundtracks
- Voice notes
- Videos: In social networks they are one of the best performing content and can help you to show the most human and creative side of your project
- Live broadcasts
- Humorous sketches
- Tutorials
- Product reviews
- Music videos
- Series and films
The importance of digital content
Digital content is a very powerful tool when used for commercial purposes. Through it, brands can connect rationally and emotionally with audiences, inspire trust, generate empathy, position the corporate image or publicise business values, among other things.
There are a variety of benefits when planning a digital content strategy. Attracting our target audience will be one of the main goals of our content. On the other hand, the quality of our content will help to get leads and generate engagement in our audience. Moreover, as we mentioned before, it is a practice that when done correctly will help to improve our SEO, i.e., positioning and visibility in search engines.
All these points are key to boost our brand project and help our company reach a large audience.
