Digital Content
Strategy
Let Our Experts Develop A
Content Strategy For You.
Main Benefit of Content
Help the Company
- acquire,
- nurture, and
- convert leads.
The first step to showing the impact of content is to understand your business process for acquiring, nurturing and converting leads across multiple channels. By understanding the process, you know what content is used, where it is placed, and how content performs. This helps you tell a more complete story about how content delivers an impact to customer acquisition and retention.
Examples of Content Specific Impact to Drive Leads
- Opt-ins to download gated content
- Content leads to newsletter subscription
- Content leads to click on “buy now” button
- Content leads to 1-800 toll free numbers
- Content leads to registration for webinars or sponsored events
What Objective Does Content Serve?
Some types of content we create or share won’t have a direct tie to sales. It doesn’t mean that the value of that content is diminished. It only means the content serves different objectives. It might serve to
- build awareness
- focus on press coverage pickup
- create customer acquisition
- increase online ranking
- internal communications
- customer service and customer retention
- position the company as a thought leader.
It is important and mandatory to align your content marketing strategy with your business objectives.
Where Do Customers Come From?
- Trade shows
- Industry Events
- Email Campaigns
- Display Ads
- Retargeting
- Registration through gated content
- Newsletter subscriptions
- Downloads from Landing Pages
- Media promotion.
Draw a process flowchart to understand how customers are acquired by various marketing efforts in your company. How does each department use the content? Document the process and tools used. Review the data across the different campaigns and marketing channels to determine which channels work better.
Develop A Great User Experience
Define Your User Persona
Developing a great user experience starts with knowing who your visitors are on a personal level. Instead of only imagining customers as potential conversions, creating a fictitious user who is representative of your target audience with their
- Name,
- Background,
- Skills,
- Age,
- Education level, and
- What platform they use to get to your website
can provide huge dividends for a business. The purpose of user research is figuring out what your visitors’ objectives are when visiting your website. The User Persona is going to help you plan your content strategy.
Create The Journey
The Journey. Listing out a step-by-step process on how a user persona would navigate your website and find the information they’re looking for will provide insights into designing a user-friendly website. A user persona that reflects your target audience will give you an understanding of everything you need to know about your visitors, from how to map your wireframes to where to place content for the people it is meant to serve.t.
Intuitive Navigation
Navigation. A natural, intuitive navigation on your website is comparable to a simple, but an informative sales pitch that explains who you are, what you have to offer, and how to purchase the products or services you are selling. With an organized website that has consistent navigation, visitors will become comfortable and familiar with exploring your online business. This will help you gain their trust, bring them back to the site, and get them to convert.
How We Help You
Define Your Goals
- We listen to your goals,
- We help you define the right goals for your company,
- Align team goals with the rest of your organization’s goals,
Research Best Content
- Run a content audit,
- Conduct Persona Research,
- Create your visitors’ journey,
- Create natural, intuitive navigation.
- Brainstorm Content Ideas. Some Useful Tools
- Determine which types of content solves problems for your audience.
Put A System in Place
- Determine a Content Management System. A Few Vital Parts
- Content Creation,
- Content publication, and
- Content analytics.
- Publish and Manage Your Content.
Ready To Get Started?
Hit-the-Web Marketing and Carol Scalzo have been working with us for the past few years. Initially, Carol designed and implemented our website, then redid it this year (2016). Recently, Carol has been working with us to help create “traffic” to our website by using strategies such as blogging, social media marketing – social media linking between our website and social media platforms such at twitter, facebook and LinkedIn. We have noticed an increase in website traffic. We have always found Carol to be very professional and responsive to our requests. We highly recommend her and Hit-The-Web Marketing for website designs and social media marketing.
John Connaughton