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How to Create & Execute a Digital Content Strategy For Your Small Business

When it comes to digital marketing, one element stands out in importance: content. Why? Simply put, content is the voice of your brand. It’s how you communicate, how you connect, and how you convert. Through content, brands can engage with their audience on a personal level, share stories, address pain points, and establish trust.


The Art of Storytelling in Digital Content

To truly captivate your audience, you need more than just information; you need a story. Storytelling allows you to weave emotion, authenticity, and connection into your digital content. This isn’t just about spinning a yarn; it’s about building a narrative around a genuine need and providing a solution. It’s about taking your audience on a journey, from understanding a problem to discovering its resolution.

  • Emotion: The true power of a story lies in its ability to evoke emotions. Whether it’s joy, sadness, excitement, or nostalgia, capturing your audience’s emotions helps make your content memorable.
  • Authenticity: Today’s consumers value authenticity. They want to know the real stories behind brands—the successes, the failures, and everything in between.
  • Detail: Details breathe life into stories. By being specific and offering vivid descriptions, you make your content relatable and believable.


Your Digital Content Inventory

Think of your website as the foundation upon which you build layers of varied content. Each layer serves a unique purpose, targeting different stages of the customer journey.

  • Website: This is your primary platform. Your website houses essential information about your brand, products, or services and serves as a hub for all other content forms.
  • Social Media & Email Marketing: These platforms allow for more intimate interaction with your audience, be it through engaging posts or tailored email campaigns.
  • Inbound Campaigns: This includes enticing lead magnets, valuable gated content, informative webinars, and innovative content extensions.

Remember, each form of content plays its role in drawing customers in, guiding them through your sales funnel, and ultimately converting them into loyal patrons.


Understanding and Optimising Content

How do you ensure your content is working for you? Through a systematic process of audit, refinement, and strategy:

  • Define Your Goals and Metrics: Before anything else, know what you’re aiming for. Whether it’s improving SEO, increasing audience engagement, or boosting conversions, having clear goals will guide your content strategy.
  • Build a Content Library: Catalogue every piece of content you have, from blog posts and press releases to videos and quizzes. Organise them by type, format, and intended audience.
  • Collect and Analyse Data: Dive deep into metrics like organic traffic, backlinks, bounce rate, and conversion rates to understand how your content is performing.
  • Draw Up an Action Plan: Based on the insights from your analysis, determine what needs to change. This might mean tweaking existing content or developing new materials to fill gaps.
  • Review Your Content Strategy Regularly: The digital landscape is ever-evolving, so it’s crucial to revisit your strategy periodically, ensuring it remains relevant and effective.


Engage, Convert, Repeat

Content isn’t just about attracting visitors; it’s about engaging them and guiding them down the sales funnel. Here’s how:

  • Engage with Your Audience: Create content that resonates. Address your audience’s pains and pleasures, and show them you understand their journey.
  • Conversion is King: Identify which of your content offerings provide the best user experience, which ones generate the most leads, and which formats are most efficient at each stage of the buyer’s journey.
  • Measure, Measure, Measure: Constantly assess how well your content is converting through tools and metrics such as SEO analysis, user behaviour tracking, and engagement measurements.


Building a Comprehensive Content Library

Your content library should be a well-oiled machine, with each piece serving a distinct purpose. Here’s a step-by-step approach to crafting an impressive library:

  • Audit Existing Content: Know what’s on your website. Understand what’s working and what isn’t.
  • Organise and Tag: Save all your content in one place. Use tags to categorise by audience, purpose, or stage in the buyer’s journey.
  • Refine and Refresh: Update older pieces with new data, graphics, or insights to keep them relevant.
  • Develop New Content: Identify gaps in your content strategy and produce new materials to fill them.
  • Promote Strategically: Use tools like content marketing calendars to schedule and syndicate your content for maximum reach and impact.


Content Reading Priorities

When visitors land on your page, they won’t necessarily read everything. They’ll scan. And what catches their eye first? The visual elements, followed by captions and standout text like quotes. Headlines grab attention, sub-headings break up the content and guide the reader, and bold or underlined text emphasises key points. Always cater to this reading order, ensuring that every piece of content answers the all-important question: “What’s in it for me?”


Crafting an Engaging Email Newsletter

Email newsletters have solidified their role as a quintessential bridge between content creators and their audience. When a new blog post is published, an email newsletter can serve as a bat signal for your dedicated readers, drawing them into the depth of your insights.


The Heart of the Newsletter – Overview & Teaser

Start your newsletter with a brief summary of what the latest blog post entails. This isn’t the space for detailed insights but rather a stage to entice readers, making them want to know more. This concise overview should be compelling enough to make them click through to the main article.


The Nudge – Call to Action (CTA)

A CTA in your newsletter should be distinct and resonate with the reader’s curiosity sparked by the teaser. It should gently guide them towards reading the full article, making the action feel like the next natural step.


The Pathway – Permalink URL

Incorporating the direct link to the blog post is vital. It acts as the gateway for your readers, ensuring that once their interest is piqued, they have a direct pathway to delve into the article.


The Nuances of Crafting Captivating Emails

Diving deeper into the realm of email marketing, the creation of the content plays a pivotal role.


Subject Lines – The First Impression

A subject line can make or break the open rate of an email. It’s the first impression, and optimising it to catch the reader’s attention is crucial. Incorporating personalisation, using emojis for added flair, and optimising effectiveness with tools can significantly impact open rates.


Body Copy and CTAs – The Heart and Soul of the Email

The body of the email should be concise, relevant, and action-oriented. Coupled with this, CTAs need to be clear, compelling, and strategically placed to drive the desired action.

Read more about using email marketing in your small business. 


Leveraging Social Media for Content Promotion

As powerful as email newsletters are, social media platforms offer a vast space to reach a broader audience. Tailoring content for each platform ensures that you communicate effectively with varied demographics.


While constrained by character limits, Twitter offers an avenue to reach audiences rapidly. It’s essential to create three different tweets that emphasise various aspects of the blog post, each offering a fresh perspective or insight.

Facebook & LinkedIn 

With a bit more space to elaborate, Facebook and LinkedIn allow for a more in-depth engagement. Craft posts that provide slightly more context than tweets, allowing for deeper connections with the readers while still leading them to the main content.


Instagram is predominantly visual, but the captions play a significant role. Design a graphic or image relevant to your blog post and accompany it with a compelling caption to drive engagement.


Repurposing Content for Diverse Platforms

A single piece of content can be morphed into various formats, each serving a unique purpose and reaching different audience segments.

From Blog Posts to Webinars

A blog post can be shared directly on LinkedIn, transformed into a lead magnet, or even expanded into a detailed webinar. This not only maximises the content’s reach but also its utility.

The Power of Visual Content

Platforms like Lumen5 can transform written content into engaging videos. Similarly, infographics can present the same information in a visually appealing manner, reaching audiences who prefer graphical data.


The Science of Scheduling Social Media Posts

Once the content for social media platforms is crafted, the timing of its release plays a pivotal role in ensuring maximum reach and engagement.


The Strategy Behind Scheduling

Using social media scheduling tools, it’s possible to strategise the release of your content. Ensuring that posts go live an hour after the blog post has been published can be a good practice. This ensures that the content is live and ready for readers who come in via social media platforms.


Spacing for Impact

It’s also important not to flood your audience with too much content at once. Spacing out posts ensures that they’re effectively spread out, capturing diverse audience segments at different times and days.

Learn more about using social media for your small business. 


Using the Right Tools for Content Promotion

Digital marketing offers a plethora of tools to amplify content reach and engagement.


Email Marketing Platforms and Their Significance

Platforms like Mailchimp, HubSpot, Zoho Campaign, and Drip each have their strengths, catering to different needs, from beginners to those looking for advanced features.


Understanding CRM Tools for Lead Capture

For those who don’t use a CRM, tools like Google Forms, Wufoo, and Mailchimp are effective. However, for those integrated with CRM, platforms like Salesforce, Zoho CRM, and HubSpot offer seamless functionalities.


Wrapping It Up: The Road to Effective Digital Content

As we journey through the vast realms of digital content promotion, it’s evident that every step, from crafting compelling emails to strategically scheduling social media posts, plays a critical role in determining the success of your content. The digital world may seem complex, but with the right tools and strategies at hand, you’re well-equipped to navigate it. Remember, it’s not just about creating content; it’s about ensuring that your content reaches, resonates with, and leaves an impact on your audience. In a world overflowing with information, the true challenge lies in delivering value consistently and effectively. Armed with the insights from this guide, you’re all set to rise to that challenge.

Are you looking to elevate your business through impactful content? NORTEC has got you covered. Contact us today to get started.

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