How to gather and structure content
We have established that content is one of the most important elements of a sound marketing strategy, but how do you gather content? Furthermore, what do you consider good vs bad content.
The first point to be made here is that one of the cardinal principles of a successful digital marketing strategy is to engage your target consumers by increasing their interest for your brand, product or service. But how is this done? How do you get your target consumer to comment on a facebook post, like a youtube video or share the email they received from you with their friends? Effectively, how do you get your target consumer to endorse your product?
The answer lies in the quality, type, frequency, tone, coherence and consistency of the content you deliver on various platforms. Whether you are a multinational company in the medical industry or a corner shop bakery, all the above mentioned elements should be rigorously thought out.
Burberry as a main actor in the fashion industry is one of the greatest examples of creating content that is of interest to their target market. They don’t approach the market by simply shoving sales promotions down people’s throats but attempt to engage with the consumer by providing them with information that is useful and/or interesting to them. A backstage video or an interactive sweepstake promotion is always preferable with respect to a simple freebie.
Gathering content therefore starts with understanding your target consumer and identifying all the elements that need to be researched and developed in order to increase the interest and engagement of the consumer and ultimately convert into sales.
The structuring aspect of the content can be quite complex and articulated. A constructive way is to start off with a brainstorming session to jot down some ideas or macro areas to be developed. Subsequently, you put together a spreadsheet in order to identify all the macro areas for content and then break them down into types of content, level of engagement, media, frequency, duration, and comments. A simple spreadsheet can help organize your initiatives in a visual way.
Putting together a GANTT chart can also help in order to see how your initiatives will be rolled out and which ones may overlap or follow on from one another. A visual ‘pipeline’ is always a good tool to review and present the management and execution of the content side of digital marketing.
How do you gather and organize your content?