Content Creation in Digital Marketing

Content is the oil that drives multichannel digital marketing. Enterprises generate, nurture, and convert leads by creating and delivering marketing content. However, customers these days access marketing content on various devices – desktops, laptops, smartphones, and tablets.

Also, they gather information about products, services, or brands in a variety of ways - reading textual content, listening to audio content, and watching video content. Hence, it becomes essential for decision-makers to optimize the content creation in digital marketing.

Let's understand how to streamline digital marketing content creation by discussing a few actionable tips and best practices.

10 Best Practices to Boost Content Creation in Digital Marketing

1. Make Data-Driven Content Strategies

In the age of big data, no enterprise can optimize content creation in digital marketing without leveraging real-time data. Decision-makers must implement data-driven content strategies to create content that aligns with audience needs and current trends.

Real-time data collected from various sources will help writers produce case studies and blogs that connect with the target audience. At the same time, writers can enhance brand credibility and reputation by embedding user-generated content into digital marketing content.

2. Create and Share Buyer Personas

A clear understanding of the target audience is essential for content creators to make digital marketing content impactful. Decision-makers must make it easier for them to understand the target audience by creating and sharing buyer personas.

As a fictional profile of the target audience, a buyer persona depicts what the ideal customer wants, what challenges he faces, and how he makes purchase decisions. Writers can refer to the research-based profile to produce targeted content that keeps the audience engaged.

Once the buyer personas are created, marketers can go ahead and map the buyer's journey.

3. Combine Multiple Content Types

As noted earlier, each existing or prospective customer consumes digital marketing content in a distinct way. While making content strategies, decision-makers must focus on combining multiple forms and types of digital marketing content. For instance, they should complement textual content with audio and video content.

It is always important for them to engage and influence the target audiences by publishing articles, blogs, videos, podcasts, case studies, infographics, and social media posts. At the same time, the strategy should focus on gathering customer feedback by producing interactive content like quizzes and surveys.

4. Produce Responsive Content

As mentioned earlier, customers and prospects these days access digital marketing content using a variety of devices and platforms. Enterprises must enable them to access the content seamlessly using computers or mobile devices.

That is why decision-makers must focus on creating responsive content that looks good on each device and platform. Also, they must evaluate the digital marketing content elaborately to ensure that the target audience can access it using devices of various sizes.

5. Personalize Digital Marketing Content

An article published by McKinsey and Company suggests that 71% of customers expect brands to deliver personalized interactions. Also, personalized marketing companies help companies increase revenue by 40%. The statistics depict the significance of the creation and delivery of personalized content for companies.

Decision-makers can facilitate personalized content creation only by gathering and analyzing customers’ demographic, behavioral, and socioeconomic data. Additionally, they must divide customers into multiple segments and create targeted content for each segment of customers.

At the same time, their strategy must support personalized interaction through the creation of landing pages, web pages, emails, and retargeted ads. However, decision-makers must make informed decisions by monitoring and measuring the performance of each type of personalized content.

6. Repurpose Existing Content

It becomes easier for enterprises to curb content creation time and costs when they transform existing content into another format. The repurposing will expand the reach of existing content. Also, a company can deliver the same information or message to customers in their preferred format.

For instance, an enterprise can curtail costs by converting a blog post into an infographic or podcast. However, the content repurposing strategy must focus on reusing specific or all elements of the content. An enterprise can reuse and repurpose existing content regularly using AI tools for content marketing like content repurposing tools.

7. Conduct Content Audits

In addition to creating digital content in multiple formats, marketers need to refine existing content regularly. They must conduct content audits to detect the content that needs improvement. Additionally, the audit results will help them optimize the content creation process by knowing what is working and what is not.

However, marketers must perform content gap analysis along with audits. Content gap analysis will help them answer key questions like what content the target audience wants, does the existing content meets their expectations, and what type of content they need to produce.

8. Leverage AI Writing Tools

Artificial intelligence (AI) technologies enable enterprises to reduce digital marketing content creation time and costs. A company can implement the best AI content writing tools to create user-centric and superior-quality content with minimal human interventions.

However, decision-makers must deploy human content writers to eliminate the quality, authenticity, originality, and ethical concerns associated with the creation of AI-generated digital marketing content. Human writers can optimize the AI-generated content by making relevant changes.

9. Conduct A/B Testing

While streamlining the content creation in digital marketing, creators must produce and compare multiple versions of the same content. Additionally, they should perform A/B testing to detect the version that appeals to the target audience.

Leading A/B testing tools make it easier for content creators to compare multiple versions of emails or ad copies based on real-time data. However, digital marketers must compare and evaluate multiple versions of the content using relevant metrics.

10. Define and Track Content APIs

It becomes easier for managers to optimize the digital marketing content creation when they know what is working and what is not. While defining digital marketing KPIs, decision-makers must define the KPIs for measuring the performance of each form of content.

For instance, they can track the performance of an email using KPIs like open rate, click-through rate, and conversion rates. Similarly, they can measure the performance of a social media post based on the number of likes, shares, and comments.

Conclusion

No business can boost lead generation, nurturing, and conversions without delivering multiformat digital content. However, it can increase marketing ROI only by delivering the right content to existing and prospective customers at the right time. Hence, decision-makers must optimize the content creation in digital marketing by developing and implementing new best practices regularly.