The Importance of Building a Digital Content Strategy
Creating a succinct digital content strategy for your brand often gets overlooked. When it comes to digital, we dive straight into the marketing calendar, sourcing imagery and creating content. However, we always recommend it’s best to take a step back and begin with a strong content strategy.
A digital content strategy is where you build the foundational elements of how your brand will exist online on a platform by platform basis. This is everything from Instagram and Facebook to the emails you send and the blog content you publish. The digital space is the largest shop window you’ll ever encounter but without the right approach, your brand may fail to be seen in the way you want.
WHY DOES YOUR BRAND NEED A DIGITAL CONTENT STRATEGY?
Your content strategy is the toolkit aligning how your brand looks, sounds and behaves online. It gives you the foundational blocks to strategically build momentum to create and steer conversations around your brand.
It is a tailored approach to defining the content you will create that will align with your brand’s core values and messaging.
It ensures all content created and the way you communicate to your audience is consistent across the board but also optimised per platform.
It serves as the ultimate guide for your content marketers and social media teams so that they can direct quality content that fulfills your brand’s goals – ultimately, driving sales from new and repeat customers.
WHAT EXACTLY IS A DIGITAL CONTENT STRATEGY?
Whether you choose to work with Constellar, another agency or build your own, there are 7 important elements that make up a grounded digital content strategy.
Break down your brand’s key values and messaging. These become the building blocks to create clear copy guidelines for web, social and any future marketing material. It ensures clear messaging across channels and is the go-to space for definitions on all of your brand’s selling points.
Define your customer persona. This gives you clarity on who your ideal audience is to ensure you lead communications in the right way to engage and nurture trust and authority.
Brand copy guidelines that are tailored to provide consistent messaging across all platforms. This allows anyone in your team to step into your brand’s voice with confidence and engage with your customer. This is where you curate your brand’s tone of voice, language style and even the kind of vocabulary you’d like to use or, in such cases, not use.
Define your content pillars. These are the essential themes/topics your brand’s content will be built on. Anything created must fit under one of your pillars. This is a strategic method used to ensure that all content created is balanced and continues to align with your brand. It reduces consumer content fatigue and confusion. It will also help in choosing the right influencers and collaborations to work with in the future to ensure the content generated is not off brand.
Define your per channel strategies and workflows. It will bring clarity on how to build a full content plan per platform and understand the best way to optimise content per channel. This will facilitate growth across social channels, increasing engagement over time and ultimately driving sales.
Build your content marketing strategy. This usually focuses on evergreen blog posts designed to create long-lasting, engaging content to help solve your customer’s needs or inspire them.
Define your email marketing approach. This is key to growing a direct channel to your customers allowing for the tailoring of messaging to drive sales and build brand loyalty.
At Constellar we dig deep into the bare bones of your brand, translating your core messaging into a strategic approach to content that will resonate with your ideal audience. We work with you to define and build each of these steps and help you understand the flows to an often overwhelming section of creating a digital brand. We create impactful content strategies from the ground up that tap into successful marketing approaches whilst truly reflecting the heart and soul of your brand.
Interested in a tailored content strategy? Get in touch!