The internet has made it easier for us to find information and interact. In this digital era, it’s no wonder that the digital marketing profession is in high demand.
What is digital marketing?
Digital marketing is the process of conveying information or communicating a product to customers who need it, through content, with distribution through digital media, such as YouTube, Instagram, Facebook, Twitter, and others.
Compared to conventional marketing techniques, digital marketing methods are more attractive to companies because they are considered to have a fairly high ROI (return of investment), because marketing costs are quite low but provide satisfactory results.
Therefore, digital marketing involves many jobs such as:
- social media specialist, copywriter, and content writer (who plays a role in creating content)
- performance marketer, search engine optimization, influencer marketing / KOL, customer relationship management, community marketing, market research (which plays a role in increasing the reach of content)
A digital marketer needs to implement marketing strategies to reach the target audience more effectively.
What is content marketing strategy?
Content Marketing Strategy is a process of planning, creating and delivering to communicate a message or business goal according to what the audience wants.
3 Basic Keys to Creating Content Marketing:
- Content: The idea or message to be conveyed
- Context: The way or packaging to convey the message
- Channel: The place where we deliver the message to the target audience
Steps to start a Content Marketing Strategy
1. Set a goal
This goal must fulfill the elements of S.M.A.R.T or specific, measurable, achievable, realistic, and timely.
2. Determine the Metrics (measuring tool)
This is to determine whether the content created is effective or not.
There are 4 metrics that can be used:
- Consumption metrics, this matrix is to see how much this content is consumed; measuring tools such as: page-views, video views, total downloads.
- Sharing metrics, this metric is to see how much this content is shared to other people? Measurement tools such as likes, comments, shares
- Lead metrics, this metric is to see how many leads are generated
- Sales metrics, these metrics are used to measure the sales generated from a content.
3. Know Your Audience
Understand your audience such as age range, what they likes, potential time for online audience, etc.
4. Understand the workflow in creating content
Having a workflow will make your work run more organized and smoother.
5. Prepare your content
There are several things to consider when creating content:
– Content curation
Content curation is the process of finding information for content creation. In this process you need to do research in various media and research to competitors.
– Brand story
This brand story is an element that creates the uniqueness of the content/product you create.
6. Publish
The important thing in publishing content is the right time. Don’t let your content be deserted because you posted it at the wrong time.
7. Evaluation
From some of the content that has been published, you can evaluate what works and what doesn’t, and what kind of content is most popular with the audience.
Conclusion
There are many things that must be considered in creating a content strategy so that it is more effective and on target, so we cannot just create content and publish it but need planning so that everything runs well.
