Brainchild-Studios-Digital-Content-Strategy

DIGITAL CONTENT STRATEGY

How do I drive traffic to my website?

Good question. If you’re like almost every other business on the face of the earth, you’re trying to figure out how to not only drive traffic, but more importantly, drive conversions.

Now there are a number of ways to do this, but we highly recommend instead of just diving in and starting to post on social media and sending out email newsletters because your neighbor told you to, you take a hot step back and strongly consider investing in a digital content strategy first.

At the end of the day, time is our most valuable resource and when you start sailing out into the ocean without a map and hope to run into Hawaii (because that’s kind of what it’s like to execute digital content without a strategy), you’re wasting your time and you’ll be ill-prepared.

And you might get eaten by Jaws.
So there’s that.

But have no fear, captain, the Brainchild Studios® team is here! You should know though, that we’re obsessed with digital content strategies. You’ve been warned.

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Now for another fun question: Why should I invest in a digital content strategy?

Well, aside from getting eaten by Jaws of the digital marketing world, “site traffic is 7.8x higher for content marketing leaders compared to followers (19.5% compared to 2.5%)” and “marketing’s contribution to revenue is more than 6x higher for content marketing leaders than followers” according to Aberdeen.

6x more revenue. Um, yes please!

Great, now that we’re all excited about not getting eaten by Jaws, let’s talk about how we tackle Digital Content Strategy:

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Survey Creation & Distribution

When we build a digital content strategy, we like to start with the facts so we start with a survey. Generally speaking, this will be distributed to either your existing consumers or your prospective consumers. Sometimes both.

The goal here is to understand specific data points relevant to your business. Not just your industry as a whole, but unique to you. That’s what a tailor-made solution is all about, right? Once we have this information collected, we use it as a backbone to the rest of your content strategy.

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Competitive Content Overview

We will review 2-4 of your competitors' content, including, but not limited to:

  • Social media channels
  • Original content creation
  • Publicly available partnerships
  • Website(s)
  • Emails

From there we will identify content gaps and opportunities that align with your business goals for you to consider implementing.

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Audience Intent & Persona Creation

In this phase, we'll explore audience user intent as well as the demographic and psychographic elements that comprise your main target audiences. This usually includes 2-4 audience personas.

The goal here is to make it easy to visually identify who you’re talking to. What makes them tick and how we can craft marketing messages to address their goals and challenges.

Content Pillar Identification

After understanding the content gaps from your competitors, audience intent and characteristics, we'll identify Content Pillars to guide our campaign and ongoing content recommendations. We'll also conduct keyword research and use that as a reference guide when determining these Content Pillars.

High-Level Brand Voice & Tone Guidelines

We'll draft a high-level 1-2 page guide to establish your brand's voice and tone. This way you'll have a reference point for anyone who creates content on behalf of your brand to maintain consistency in all content creation.

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Multi-Platform Campaign Recommendations

These campaign and ongoing content recommendations will span multiple platforms, so you're truly armed with a comprehensive content marketing roadmap. Content recommendations for the following platforms may include:

  • Email
  • Social Media
  • Influencer Marketing
  • Paid Social, Search, Display & Remarketing
  • Blogging
  • Podcasting
  • Video
  • Partnerships
  • Events

Editorial Calendar

Once we identify all of our campaign recommendations, we will literally lay it out month-by-month in an annual editorial calendar so you can see how everything stacks up and supports one another.

All in all, this process usually takes us about 4-6 weeks, but we promise it’s worth it. Once you have this comprehensive and tactical roadmap, it should provide you an easy-to-follow guide to your content execution. And again, if you’re pumped about the strategy we create but don’t have the resources internally to manage it, we have a full digital team in place to provide the support you need!