9 Tips for Creating Exceptional Digital Content

9 Tips for Creating Exceptional Digital Content


It takes a potential B2B customer seeing thirteen pieces of content on their journey before they decide to commit to a product, according to a FocusVision study1

In an omnichannel retail world, customer experience and engagement are paramount. Content that can be used to engage customers at various touchpoints in their buyer’s journey is an essential part of an organization’s digital strategy. The creation of these digital assets can be resource-intensive, and there is a lot of competition vying for consumer attention. Below are nine tips to help laser-focus your content in order to reach maximum return.

1. Define Your Goals

Setting out what you want to achieve is a great start – your profitability depends on it. Different kinds of content serve different purposes. A case study might build the credibility of a brand while a shoppable social media post exists to drive lead generation through the sales funnel. 

2. Customer-focused Content and User Discovery

Once you know your audience along with their interests, needs, and challenges, you can show them content that is valuable to them in that context. If they like it enough, they might even share it. Know where and when they congregate, so that you can map their personas to the channels they prefer, and the content or stories they are likely to engage with. Moreover, it’s critical to create content that can evolve with its intended audience.

3. Digital Content Creation

The creation of digital content involves a few processes:

  • Audit the technology, workflows, processes, and resources involved in your current content creation to see if there are any gaps that can be filled, or to identify and improve existing content.
  • Create a relevant and useful pipeline of content. How does one come up with digital content ideas? Collect, curate, and schedule topics that would be interesting to your audience and group them in clusters. An SEO Strategy involves using Google and other tools to come up with popular and valuable keywords and keyword phrases. Ideally, the content should be evergreen so that it doesn’t need to be updated often. Metadata needs to be included in the backend. Non-search methods include published articles about research analyses or survey results related to your industry. New products, technology or brands can be introduced via text or video. Good storytelling is still very relevant in digital content creation.
  • Content templates and outlines are important to keep up-to-date with the trends in content creation and align with the overall marketing strategy.
  • Curate, refine, and publish at different times of the day or on a pre-set schedule. 

Once you have a list of topics, let’s look at the forms the content can take. 

4. Types of digital macro and micro content

  • Written content: Blogs that are regularly updated are the most common form of written digital content. They can be interspersed with long-form text-based content such as guides, white papers, press releases, case studies and eBooks.
  • eNewsletters and eMagazines: Besides blogs, scheduled newsletters sent by email are one of the most effective forms of digital content.
  • Infographics: A well-placed infographic can tell a story better than a thousand words.
  • Animation & videos: Animation and videos are visually compelling elements that can be embedded in or used alongside both social media as well as written content. Video is considered to be the number one form of content creation2.
  • Podcasts: Podcasts are increasingly being used both in B2C and B2B environments to tell stories.
  • SMS: eCommerce transactions are increasingly done using mobile devices and apps3. 81% of visits on Shopify sites are from a user’s mobile device. SMS marketing is becoming increasingly important. 
  • Games: Gamification tools such as polls and quizzes expand the repertoire of ways in which to engage with your audience and help gain insights to what they are thinking.
  • Website/Microsite/Intranet: Corporate or eCommerce sites are not the only ways to present a company to the world. Large companies have Intranets and brands have their own sites too, even if just for a short while.
  • Social media posts: Depending on where your audience is, you could post sponsored stories, shoppable posts and other content across any or all of the top social media apps or pages – Facebook, Instagram, Pinterest, LinkedIn, Twitter, TikTok et al. They could take many of the forms above. 
  • User-generated content: Last but not least, user-generated content (UGC) such as reviews or posts published by satisfied customers have a far greater reach and impact than out-bound only content created by brands. 2.4 times, in fact4. Any brand that is present on social media channels should also have a UGC strategy to showcase that content on its other platforms.

5. Visual appeal and/or readability

Optimize layouts, chunk text, use color contrasts and introduce microcontent elements such as images, graphics, animation and video where appropriate for visually stimulating and easy-to-digest content. Smart content can personalize pages to groups of customers. Above all, the content should still reflect the brand values. 

6. Conversion

The whole point of the digital content is to gain more conversions, either in terms of engagement or sales. Call-to-actions such as links to relevant pages or social media buttons are important in all of the content being created.

7. Digital content marketing

The promotion of content is as important as its creation. It is a way to reach out to your target audience – or let them find you. It also can build brand awareness and a deeper relationship with your customer– ultimately encompassing advocacy and brand loyalty. Digital content marketing includes techniques such as search engine marketing, pay-per-click (PPC), optimization for search engines (SEO) and social media marketing.

8.Track and analyze 

Engagement statistics for digital content provide multiple data points that can be analyzed. Currently analytics can extend as far as evaluating online behaviors of individuals viewing specific pieces of content. Page views and likes as well as using the right keywords in the right places and building backlinks could get you a higher ranking in search engine results. However, search engine algorithms change, so constant re-evaluation and fine-tuning of topics, statistics and search intent is necessary to maintain or improve rankings.

9. Digital content creation in the future

While currently popular forms of digital content will persist for a while, the future is already here in terms of Augmented Reality (AR), Virtual Reality (VR), Artificial Intelligence (AI), and Machine Learning (ML). These cutting-edge technologies are already enabling content creation where the viewer has an active role and is not just the spectator.

With BORN Group’s roots in content production, we have expertise across content strategy, consultancy, production, and more. Visit here to learn more.

________________________

1. Content Really is King: Content Consumption in the B2B Buyer’s Journey, FocusVision, https://cloud.kapostcontent.net/pub/ed24339d-0b16-4341-8fef-c4d921903f8c/whitepaper-marketing-content-consumption-study?kui=lrDgMQf8fFSSJ0tc_I4n7w

2.  Not Another State of Marketing Report 2020, HubSpot, https://cdn2.hubspot.net/hubfs/53/tools/state-of-marketing/PDFs/Not%20Another%20State%20of%20Marketing%20Report%20-%20Web%20Version.pdf

3.  Shopify Announces Third-Quarter 2019 Financial Results, Shopify, https://news.shopify.com/shopify-announces-third-quarter-2019-financial-results

4.  Stackla Survey Reveals Disconnect Between the Content Consumers Want & What Marketers Deliver, Businesswire, https://www.businesswire.com/news/home/20190220005302/en/Stackla-Survey-Reveals-Disconnect-Content-Consumers-Marketers


Best Practices: Why Search Engine Optimization Belongs in Every Marketer’s Toolkit

Best Practices: Why Search Engine Optimization Belongs in Every Marketer’s Toolkit

Searching online via a browser is the main way potential customers discover a brand’s or organization’s website. Making it easier for them – with paid ads or otherwise – to find your site is one of the most effective ways to draw more traffic and awareness to your site. 

Designing, writing and coding your website with this in mind can not only increase the volume but also the quality of visitors to your site. 

A savvy digital marketer who cares about one of the first touchpoints in the customer journey needs to have a search engine marketing (SEM) and search engine optimization (SEO) strategy in his toolkit. 

Search engine marketing

Search engine marketing is the branch of digital marketing that relies on both paid advertising and organic techniques that don’t involve payment – the latter falling under the term SEO – to increase the visibility of websites in search engine results pages (SERPs). Globally, Google is the leading search engine by far, accounting for over 91% of searches, followed by Bing and Yahoo!1. Google also owns Ask, the sixth-largest search engine. Baidu and Yandex are the most popular search engines in China and Russia, respectively, making up around a percentage each of searches worldwide.

Besides SEO, SEM encompasses the following: paid inclusion or sponsored listings placed within the results of search engine queries using Google Adwords or Bing Ads, pay-per-click (PPC), article submissions, and search retargeting. With search retargeting, display ads target searches made on other sites by customers who have never visited your site. 

Getting on the first page of SERPs

SERPs include paid ads on top as well as organic results below them in an ordered list. Traffic that comes through SEO are referred to as ‘organic search results’ to differentiate it from traffic that comes from paid search. The higher up on the list your website can get, the more traffic it will receive. 

A Sistrix study that analyzed over 80 million keywords and billions of search results found that the first organic result in Google search has an average click-through rate of 28.5%2. The second and third positions have only a 15% and 11% click-through rate respectively. The tenth position in Google has a measly 2.5% click-through rate. Rarely does anyone even click to the second page. 

What is SEO and how does it work? 

Search engine optimization (SEO) sounds as though it’s mainly about the search engines. Search engines do play a starring role as the medium through which the search is conducted and routed and their algorithms used to direct the customers looking for information. An example is how Google ‘crawls’ through the web to find and analyze new content, pages or websites to index them even before you search one word. Then its famed algorithms – which is tweaked regularly – matches the searches that users put in to match them to the entries in its search index3

However, SEO is also about your customers. It is just as pivotal to understand what they are seeking, what the words they use when they seek it and the type of content they consume. It is using that knowledge to differentiate your website from that of your competitors’ so that potential customers are led to yours instead of theirs.

SEO techniques

SEO techniques to optimize content can be divided into three categories: on-page, technical and off-page.

On-page SEO relates to the content on an individual page or website.

  • Identify and optimize keywords and opportunities
    • Research the best terms and phrases (keywords) that might generate traffic to your site as well as their intent. Creating and publishing high-quality content that includes those target keywords in all the right places is the next step. 
    • Copywriting for the web keeping SEO in mind uses writing techniques such as the inverted pyramid of information with the conclusion first, ‘chunking’ text to keep readers interested and uses calls to action and instructions.
  • Metatags are snippets of text which are included in the source code of the webpage that help search engines understand the content. These need to be reviewed and updated over time.

Technical SEO involves the technical elements of a website beyond content. It not only improves the site’s readability for crawlers but also improves the user experience, so it is doubly important.

  • Speed and site performance The speed at which pages load, how pages respond and if they are mobile-friendly or relevant to local or international users are directly connected to user engagement. With voice search exploding, being optimized for voice is becoming more important too.
  • On-site coding implementation This relates to the placement of elements on the page as well as the HTML source code. On-site SEO helps search engines as well as users understand what a page is about and identify it as relevant to the search query or keywords.
  • Ranking report & tracking There are a variety of tools that track metrics such as a rise or drop in the value of keyword rankings and SERP features such as snippets and Knowledge Graphs, 

Off-page SEO is about amplifying the authority and influence that your website has in relation to other sites. 

  • Link building High-quality links that point to your site from relevant and authoritative sites show search engines that your website is a trusted source, that it is established and valuable to many others. 
  • Social optimization also involves using social media outlets and communities to generate awareness for your site and your products and services.

As you can see, there are many moving parts to an SEM/SEO strategy. As an unpaid alternative, SEO may be cost-effective, but it is very tricky to get right. The strategy also needs to be monitored and reviewed constantly. This is why a site redesign is the ideal time to involve an SEO expert to optimize your website for search engines. 

Find out more about BORN’s expertise in digital marketing and behavioral experience.

____________________________

1. Search Engine Market Share Worldwide, Dec 2020, Statcounter Globalstats, https://gs.statcounter.com/search-engine-market-share

2. Why (almost) everything you knew about Google CTR is no longer valid, Sixtrix, July 14, 2020, https://www.sistrix.com/blog/why-almost-everything-you-knew-about-google-ctr-is-no-longer-valid/

3. How Google Search works, Google, https://www.google.com/search/howsearchworks/