Digital Marketing: Content Creation: Comprehensive Guide
Attention triggers
"Automaticity" Framing Disruption Reward Reputation Mystery Acknowledgement
Customer Journey (8 steps)
1. Raise awareness through advertising, social media marketing, and search marketing. 2. Increase engagement and capture your prospect's attention. 3. Turn prospects into subscribers. 4. Provide greater connectivity by boosting conversions. 5. Create excitement by sharing the value of your products and services. 6. Turn the prospect into a buyer through ascension. (Don't do this as step 1) 7. Recruit brand ambassadors that provide testimonials about your brand 8. Recruit active brand advocates
Avoiding optimization errors
1. Work backwards when you've maximized the ascension stage all the way to step one. 2. Focus on the last two stages, brand advocates and promoters, searching for ways to produce more of each.
Creating a buyer persona
A buyer persona encapsulates your target audience's demographics, interests, and pain points in a relatable and humanized form.
A/B Testing
A randomized group of experiments used to collect data and compare performance among two options studied (A and B). A/B testing is often used in refining the design of technology products, and A/B tests are particularly easy to run over the Internet on a firm's Web site. Amazon, Google, and Facebook are among the firms that aggressively leverage hundreds of A/B tests a year in order to improve their product offerings.
Algorithmic Penalties
Affects all websites and occurs whenever Google changes how websites are ranked
content marketing statistics
Almost 40% of marketers consider content marketing to be a critical component of their marketing strategy. According to 81% of respondents, their company views content as a business strategy. According to research from B2B marketers, content marketing is an effective technique for nurturing leads(60%), generating income(51%), and establishing an audience of subscribers(47%). 10% of marketers who blog report the greatest return on investment
Current attention spans
An office worker checks her email roughly thirty times, every hour.
Tips for Effective Analytics Usage
Analyze user behavior patterns to understand which content resonates the most Identify traffic sources to determine where your audience is finding your content Examine bounce rates to gauge how engaging your content is and where improvements are needed Use conversion tracking to measure the effectiveness of your content in driving desired actions
Video Ideas
Animate difficult to understand concepts Adapt Blog Content Tutorials and How-Tos Product Demonstrations and Novel-Use Cases
Questions to consider for keyword research
Are the keywords you chose and being searched frequently enough to obtain good traffic from them if you rank? Will the terms you choose be easy to rank or will they require months if not years of effort to appear? Is there enough traffic from the locations where your product or service is sold? Are the keywords pertinent to your industry?
Avoiding Penalties
Avoid... Writing low-quality content Publishing duplicate content Keyword stuffing
Segmentation Types
Behavioral, demographic, geographic, psychographic, technographic
The umbrella of content promotion
Broadcasting Distribution Digital PR
How compelling content drives engagement
Captivating Attention- Compelling content must capture the audience's attention. Creating Emotional Connections- Tapping into the emotional aspect of human nature establishes a deeper connection with your audience Encouraging Interaction- Engagement is king Providing Value- Content marketing is equivalent to value delivery, and creating compelling content is building a value system for which you will certainly be rewarded.
Showcasing Expertise
Compelling contact allows you to showcase for expertise and demonstrate your knowledge and understanding of your target audience's pain points and challenges.
Amplifying reach
Compelling content is more likely to be shared and recommended by your audience.
Building Trust and Credibility
Consistently delivering high-quality content establishes you as an authority in your industry.
Guiding your content strategy with Buyer Personas
Content Relevance Tone and Style Content Format Addressing Pain Points Nurturing Journeys Personalized Marketing Feedback Loop
Performing Keyword Research
Create comprehensive list of keywords related to your industry Expand your list by using alternative ways to phrase the same thing Put yourself in the audience's shoes and think from their point of view Enter all the terms into Google Keyword Planner, save in Excel format Use principal keywords on the main page, enter secondary keywords in less powerful pages
Interests
Dealing into the interests and preferences of your target audience goes beyond surface level demographics. It involves understanding what they are passionate about, their hobbies, and what kind of content resonates with them.
Writing your content
Decide on a theme Complete your homework Write Distribute/publish
Demographic
Demographics provide the foundational framework for understanding your audience's basic characteristics. This includes factors such as age, gender, location, marital status, income level, education, and occupation.
Developing a content calendar
Determine control frequency Vary content such as blog posts, videos, visuals, podcasts, webinars, and social media posts Align with themes Maintain Consistency Plan Seasonal and Trending Content Include Evergreen Content Distribute Content Across Channels Monitor analytics Be flexible Collaborate and delegate with your team
What to do if you received a penalty
Disavow or reconsideration
SEO Q&A
Do I need SEO? Yes, you require SEO. Is it better to pay someone or do it myself? You should be able to handle the fundamentals on your own, but seek professional assistance if you are facing a penalty. How long will it take to reach the top? It all depends on who's outranking you and the strength of their website. What distinguishes SEO from SEM? SEO entails organic attempts to rank in search engines; SEM entails paid efforts in addition to SEO. How do search engines rank? Sites are graced on relevancy and usefulness based on the information discovered by robots and a range of other variables. Why isn't my website appearing on Google? Robots most likely haven't crawled it yet. Why isn't my website listed on Google anymore? You may have lost rankings due to a penalty.
Disavow procedure (Google Disavow)
Download all your links Select the ones you want to disavow Upload a list of only the links you want to disavow in .txt format. These links will most likely be sites in different formats, such as http:// or www.
When should you use segmentation?
Early in the campaign's life cycle.
Ten of the most critical metrics to monitor
Engagement, reach, followers, impressions, video views, profile visits, mentions, tags, reposts, shares
Platforms for Social Media Marketing
Facebook, TikTok, Instagram, X, LinkedIn, YouTube, Snapchat, Pinterest, Clubhouse, etc.
Process of reconsideration
Go to your Search Console account Click manual actions under search traffic Click request for review Attach reconsideration paper
Content Collaborations
Guest posts Interviews Cross-Promotion
Designing an effective website structure
Have a well-organized framework simple to traverse for your guests Include a home page button on all pages visitors can use to navigate to deeper pages Avoid overcomplicating the hierarchy of your navigation bar Create a descriptive URL structure that illustrates your structure and will be followed by all your permalinks Create navigation and content with HTML or CSS Create an internal connection structure Rather than removing pages and issuing 404s, redirect them with 301s
Personalization questions to ask
How did the buyer discover our website? Which email messages do they respond to? What is their current geolocation? What are they looking for specifically and which sites do they interact with the most? When and how frequently do they carry out these actions?
Social Media Management Software to use
HubSpot, Sprout Social, Hootsuite
Multichannel distribution strategy: Amplifying reach and visibility
Identify your target channels Tailor Content to Each Channel Maintain brand consistency Use Cross-Promotion Leverage automation Engage Actively Measure and Analyze Test and Optimize Consider Paid Advertising Stay Updated
Call-to-action (CTA) Integration
In the customer journey, there is no conversion without a CTA; copyrighting gurus will always say people love being told what to do.
Website Content Optimization
Incorporate keywords into... Title tag Meta description tag Meta Tags Article/page title Content Headings In Content material URL of the page Image Description and Alt text Article tags
Eliminating site invisibility
Increase the number of links on your site by interlinking your pages Make a sitemap and submit it to Google Search Central Make a sitemap for readers on your site
Tips for effective surveys
Keep surveys concise and focused to maintain participant engagement Use a mix of open-ended and multiple-choice questions to gather qualitative and quantitative data Include questions about demographics, interests, and challenges to build well-rounded audience profiles Incentivize participation with rewards or exclusive content to encourage higher response rates
Google Ranking Factors
Keywords used Image optimization Inbound and outbound links Domain age and authority Social shares NOTE: This is part of a list of about 100 factors.
Attention metrics to use
Mini Graphics Brief lists How-to articles Tips & tricks FAQs Social media posts
Tips for Effective Social Listening
Monitor conversations across various social media platforms to gather a holistic view of sentiment and trends Pay attention to positive and negative feedback to understand what resonates and needs improvement Identify emerging topics and trends that can inform your content strategy Engage in relevant conversations to build relationships and demonstrate your brand's expertise
Website structure factors
Navigation structure Number of dropdowns in navigation Permalink structures Internal Linking Structure
Customer Education
Objective: Educate your audience about your products or services, helping them make informed decisions Strategy: Develop tutorials, how-to guides, and instructional videos to showcase your offerings Address common customer questions and concerns through informative content Use case studies to demonstrate how your products and services have solved real-world problems Provide clear comparisons between your offerings and competitors to help users make educated choices
Conversion
Objective: Encourage users to take a specific action that contributes directly to your business goals Strategy: Craft persuasive and compelling content that emphasizes the value of your products or services Create landing pages optimized for conversions featuring clear, concise information and a strong CTA To build ethos, incorporate social proof elements, such as testimonials and case studies Implement retargeting strategies to reach users who previously engaged with your content
Engagement and Relationship Building
Objective: Foster a deeper connection with your audience, encouraging repeat visits and building brand loyalty Strategy: Develop interactive content like quizzes, polls, and contests to engage users actively Respond to comments and messages on social media platforms to encourage dialogue Share user-generated content and stories to showcase your community Implement email marketing campaigns to nurture relationships and keep your audience informed
Thought leadership and Authority
Objective: Position your brand as an industry leader and a reliable source of information Strategy: Create in-depth, well-researched content that provides valuable insights into your industry Publish blog posts, articles, and reports that address emerging trends and challenges Participate in webinars, podcasts, or conferences to share your expertise Collaborate with other experts or thought leaders to enhance ethos
Brand Awareness
Objective: Increase your brand's visibility and recognition among your target audience Strategy: Create informative and engaging content that educates your audience about your industry, products, or services Leverage social media platforms to share your content and engage with your audience Collaborate with influencers or other industry experts to amplify your reach Focus on shareable and visually appealing content to maximize exposure
Lead Generation
Objective: To attract and capture potential customers, nurturing them through the sites found Strategy: Develop high-value content such as e-books, whitepapers, or webinars that require users to provide contact information in exchange for access Implement strong CTAs that guide visitors to relevant landing pages Personalize content to different stages of the buyer's journey, addressing their pain points and interests Use lead magnets, like free trials or exclusive offers, to entice users to engage further
Manual penalties
Occur when a member of Google's webspam prevention department discovers you violated any of Google's guidelines and manually reports you to the system
Local SEO
Optimizing content so that it displays in Google's local search algorithms
Using content to establish your brand as an industry expert
Provide high-quality, in-depth content Address industry trends and challenges Consistency and frequency Expert Opinions and interviews Original research and data Engage in Industry Conversations Thoughtful Content Curation Educational Resources UGC Networking and Collaboration Social Media Engagement Measure and Adjust Be authentic
Benefits of Social Media Marketing
Raise your brand's visibility Increase Lead Generation and Conversions Develop Ties with Your Clients Study your competitors
Locations to submit content
Reddit: High-quality articles only! Medium: Republish blogs or parts of whole articles Email: Three times more likely than social media users to share content and six times more likely to click on it Twitter: Share to brand and personal profiles Facebook: Same as Twitter LinkedIn articles and groups: Google will not consider this a duplicate post Pinterest: Make boards public Instagram: Shorts, reels, and content snippets along with text and links to content YouTube: Videos!
Off-page SEO
Relates to the optimization of links pointing to your site from external sites
On-page SEO
Relates to the optimization of your site's content and code for target keywords
Crafting Comprehensive Buyer Personas
Research and Data Collection Identify Commonalities Empathy and Understanding Detailed Persona Profiles Segmentation
How to create a social media marketing strategy
Research your buyer personas and target audience Decide which social media channels you'll use to market Identify your most essential metrics and key performance indicators (KPIs) Research your competition Develop Original and Entertaining Content Establish a posting schedule
Blog ideas
Respond to a question Compare and contrast problem-solving approaches Share your knowledge Series on a daily, monthly, or weekly basis Tests and surveys Content Curation for specific audiences Rejoice in victories
Personalization and segmentation tips
Segment during planning, personalize for delivery Use rules and tagging to avoid manual overload Invest in infrastructure to allow for scalable content reuse for efficient personalization Employees are excellent personalizers Segment to resonate and track the results ABM success requires personalization Go for dynamic personalization but keep it simple You need both
How do segmentation and personalization differ?
Segmentation is about the marketer. Personalization is about the customer.
Information Graphic Practices
Select the appropriate facts for your intended audience Select the best graph or chart for your data Conduct your research Create a simple visual tale Don't include too much information Make your essential points simple to read and recall
Maximizing Organic Reach
Social Sharing: Create sharable content, engager and interact, leverage user-generated content, use visuals, and leverage hashtags SEO Email Marketing
Ideas for Image Based Content
Storytelling in Pictures User-Generated Content Information Graphics Take a look behind the scenes
False
TRUE OR FALSE: 92% percent of customers trust referrals from people they don't know.
False
TRUE OR FALSE: A customer's intent when interacting with a brand cannot shift during a single contact.
True
TRUE OR FALSE: A great podcast usually starts with wonderful idea and then expands on it with the audience's and expert's responses.
True
TRUE OR FALSE: Content marketers can no longer avoid advertising.
True
TRUE OR FALSE: Content marketing generates three times as many leads as traditional outbound marketing but cost sixty two percent less.
True
TRUE OR FALSE: Developing a customer journey road map is an excellent method to plan and visualize the path an ideal customer will follow from cold prospect to brand promoter.
True
TRUE OR FALSE: It's a good idea to tailor material exclusively for your ideal buyer persona.
True
TRUE OR FALSE: Setting SMART goals is essential for an effective content strategy execution.
True
TRUE OR FALSE: Up to 93% of internet users say commercial communications aren't relevant to them and 90% say irrelevant material irritates them.
False
TRUE OR FALSE: You should review and optimize your customer journey every month.
True
TRUE OR FALSE: developing a robust content strategy is vital to competing in your business
tagging
The practice of adding keywords to content to simplify searching; when your audience adds the name of your profile or hashtag to another post
Content Strategy
The process of planning, creating, publishing, managing, and governing content
Ascension
The transition between passive prospect to buyer.
Podcast ideas
Thought direction- provide insights for various listeners and present advice you believe your listeners could use Conduct influencer interviews Discuss current trends Hold contests and offer prizes
Pain Points
To truly connect with your audience, you must address their pain points.
TikTok
Users: 1 billion monthly active users worldwide Audience: Gen Z followed by Millenials B2B and B2C industry Best for innovative, short-form video material; user-generated content; brand awareness Short-form Video: TikTok is all about short, creative videos. Keep them engaging, entertaining, and authentic Trending Challenges: Participate in trending challenges to increase visibility Music and effects: Use platform's music and effects to add a unique touch to your videos
Clubhouse
Users: 10 million weekly active users globally Audience: Millenials B2B and B2C industry Best for: visual advertisement, inspiration Audio Conversations: Clubhouse is focused on audio discussions and conversations. Participation: Join rooms, moderate discussions, and share your insights Networking: Use Clubhouse to connect with professionals, share expertise, and engage in niche topics Value: Provide valuable insights and contribute to meaningful conversations
Users: 2 billion monthly active users Audience: Millenials B2C industry Best for: High-quality photos and videos, user-generated content, and advertising Visual Focus: Instagram is highly visual Hashtags: Use relevant and popular hashtags to increase visibility Stories and Reels: Utilize Instagram Stories for behind-the-scenes content and reels for short, engaging videos Engagement: Engage with your audience by responding to comments and using interactive features like polls, quizzes, and questions
Users: 2.989 billion monthly active users Audience: A balanced mix of Gen X and Millenials B2C Industry Content style: Can range from informative to entertaining; use a mix of text, images, videos, and links Engagement: Encourage likes, shares, and comments by asking questions, sharing relatable stories, and using eye-catching visuals Video: Native videos and live streams tend to perform well on Facebook. Use captions for videos since many users watch videos without sound.
YouTube
Users: 315 million daily active users throughout the world Audience: Primarily millennials, but has a strong audience across gender and age demographics B2C and B2B Industry Best for: Brand recognition, long-form entertainment, and how-to videos Video content: Create informative, educational, and entertaining videos SEO: Optimize video titles, descriptions, and tags for search visibility Consistency: Maintain a regular uploading schedule to build a loyal subscriber base
X
Users: 372.9 million monthly users throughout the world Audience: Millenials B2B and B2C industry Best for: PR, customer service, and community development Brevity: X's character limit encourages concise-to-the-point content Timeliness: Tweet about current events and trending topics to stay relevant Visuals: Include images, GIFs, and videos to make your posts more engaging Hashtags: Use relevant hashtags to expand your reach and join conversations
Users: 463 million monthly active users worldwide Audience: Primarily Millennials with a sizable contingent of Gen Z, Gen X, and Baby Boomers. B2C industry Best for: visual advertisement, inspiration Visual Discovery: Pinterest is a visual search engine. Create eye-catching, long vertical pins with compelling graphics. How-tos and DIYs: Share tutorials, guides, and DIY content that aligns with your brand. Keyword Optimization: Use descriptive titles and keywords to improve discoverability.
Snapchat
Users: 750 million monthly active users worldwide Audience: Gen Z B2C Industry Best for: Brand recognition, advertising Ephemeral Content: Snapchat content disappears after a short time. Use for real-time updates and behind-the-scenes content Lenses and Filters: Incorporate interactive lenses and filters for playful interaction
Users: 774 million active users worldwide Audience: Baby Boomers, Generation X, and Millenials B2B industry Best for: B2B partnerships, business development, and social selling Professional Tone: LinkedIn is a professional platform, so focus on industry insights, thought leadership, and networking Long-form content: Publish longer posts and articles to share in-depth insights Visuals: Use professional images and graphics. LinkedIn's carousel feature can showcase multiple visuals in one post Engagement: Encourage meaningful discussions by posting thought-provoking questions
Attention Metric myths
We only read what we click on We read more if we share more
When to use personalization
Whenever people contact a company, regardless of the content or medium
What characterizes great Content
Your audience can... Find your content easily share and use your content Easily read your content Remember your content Quote your content Act on your content Provide reportable data through conversion, engagement, and traffic
Segmentation
divide the total market into smaller segments following a set of descriptors
Personalization
entails locating a specific client within a group
mentions
number of times a person or business tags your channel(s) in a social media post
followers
people who have subscribed to an account's updates on social media
content creation
the act of generating topic ideas that appeal to a buyer persona, creating written or visual material around those ideas, and making that information available to your audience as a blog, video, infographic, or other content format
reach
the number of people who see your content
impressions
the number of times a post is displayed
