BusinessDigital Marketing

Creating Your Digital Marketing Strategy

Determining the company strategy

The first C is company strategy. To create a digital marketing strategy, you need to begin by looking at your company’s business goals. The question to ask yourself and your team is, “What do we want the company to achieve and how do we make it happen?”

You should direct your attention to your goals and business case for undertaking this effort.

Uncovering the customer experience

The second of the Five Cs is customer experience. You need to learn what your prospects will think, feel, and do when interacting with your brand. The question for your marketing team to ask is, “Who are our prospects and how will we serve them as customers?” You must define your audience and analyze the customer experience.

Creating quality content

You need to focus on creating quality content (based on your story) that you know your customers want and need. The question to ask is, “How will we create quality content, who will do it, and what will that content be?” You need to develop a strategy for content, define your messaging, and establish your systems and governance rules.

Developing channel promotions

To have your content make the greatest impact, you want to decide where and by whom your content will be distributed. The question to ask is, “How will our prospects and customers find our content so that they can choose us?” You want to make your content easy to find and share. You need to know how to promote your content so that prospects can find it.

Deploying check-back analysis

The focus here is on the metrics you choose to determine successes or failure. The question to ask is, “Have we met our goals?

So that’s an overview of the Five Cs. Each of the books encompassing them includes far more information and working plans than listed here. If you do the hard work required to create and implement your plans, you can expect to be on the road to content marketing success.

Communicating Your Mission

When you hear the term mission statement, you probably want to skip to the next section in this chapter. Completely understandable. At some point while you were in school, you were taught about mission statements and you found it boring.

When you hear the term mission statement, you probably want to skip to the next section in this chapter. Completely understandable. At some point while you were in school, you were taught about mission statements and you found it boring.

Crafting your statement

Before you determine the characteristics of your personas, you have to identify the niche(s) that work best for you. Aside from doing market research, you need to pick a very narrow group to target. When defining their niche, some companies are afraid to rule out anyone. They think that they may eliminate an important customer segment. But narrowing down the target is exactly what makes this tactic so powerful. By defining your niche carefully, you know that you’re speaking to the people who are interested in hearing your message.

Last word

You likely have webinar content that serves customers. Repurpose it as podcasts or video to spread your message

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