Digital Content Marketing Strategies for Real Business Growth

You spent hours drafting the perfect blog for your website. You hit the publish button and wait for visitors to flock to your page. Two weeks later, you check your website analytics — but only a handful of people visited, and the blog isn’t showing up in Google search results. What’s wrong — and how can you make sure your content gets the attention it deserves?

In this guide, we’ll explore digital content marketing strategies that work. You’ll learn how to create content that turns browsers into buyers, along with tips on making the content creation process manageable for small businesses without a big marketing team.

What is digital content marketing?

Digital content marketing is a strategic marketing approach using digital content such as blogs, videos, and social media posts to attract, engage, and convert a target audience. Brands use digital content to establish trust and provide value to potential customers.

Content generally falls into one of two categories — promotional or educational — with most brands utilizing both types in their content marketing strategy. Promotional content directly advertises your products and services to generate a sale. A social media post informing viewers of an upcoming sale is an example of promotional content.

Educational content informs the audience about a specific topic. It answers questions, introduces solutions, and positions a business as a credible authority. A fitness trainer who writes a blog about strength training is producing educational content.

How digital content marketing helps your business

A strong content marketing strategy can:

• Boost credibility: Show your expertise and establish trust with customers.
• Generate interest: Increase website traffic and attract quality leads.
• Improve search engine rankings: Help your business rank for relevant keywords.
• Enhance customer relationships: Turn visitors into loyal clients.

Content marketing is considerably cheaper than traditional advertising techniques such as TV commercials or billboards. It doesn’t require a big investment to get started. Any business can create it, even on a shoestring budget.

Creating a successful digital content marketing strategy

What does it take to develop content that gets real results? To start, you need an effective strategy.

Essential elements of a digital content marketing strategy

Every successful content marketing campaign begins with a plan. Take these steps to turn your ideas into a repeatable strategy that drives results. 

1. Define your target audience and their needs

You want to attract people who are likely to need your products or services. To do that, you’ll need to define the traits or characteristics that your customers share. These can include:

• Demographics: Age, location, education, income, and gender
• Behaviors: Purchasing habits, usage frequency, and specific product concerns
• Interests: Hobbies or needs that influence buying decisions

You can mix and match different traits as you define and segment your audience. From there, identify the pain points that each group shares. Then, plan your content strategy so it caters to the needs of each group.

For example, say you sell skin care products for women. You have a line of creams available for different concerns — acne, aging, and hyperpigmentation. With content that speaks to people with each of those different concerns, you could reach your target audience and grow your customer base.  

2. Set clear, measurable content goals

What do you hope to achieve from the content you create? While more sales and website traffic might be a top concern, you can be more specific about what you’re aiming for. Assign a goal that’s relevant to the piece of content you create. 

For example, say you’re writing a blog on pet health care for your veterinary practice. You hope to use the blog to attract more email marketing list subscribers, which you can convert into new clients. Setting a monthly goal of 15 new email signups directly tied to the blog can help you evaluate its performance.

3. Create a content calendar and publishing schedule

A haphazard approach to publishing every few months won’t bring the results you want. Instead, you’ll want to stick with a schedule that keeps you top of mind with potential customers. Consistent content improves brand awareness and gives you more opportunities to connect with customers.

4. Establish your brand voice and tone

Well-known brands use a distinctive tone or voice throughout their marketing content. This helps distinguish content from a competitor’s. Align your brand’s tone and voice so it’s relevant to your products, reflects your business values, and speaks to your target audience. For example, a personal injury law firm might use an authoritative, empathetic voice that resonates with people hurt in an accident. A T-shirt company might go for a fun tone that clicks with its laid-back customers.

5. Choose the right content formats and channels

There are several ways to reach clients through content marketing. Social media, email, videos, and blogging are just a few. But you don’t have to use every channel. Instead, focus on the ones that drum up true interest in your business. For example, if you get lots of new clients through Instagram, but LinkedIn is crickets, then drop that account. There’s no need to spend time on channels that don’t move the needle for your brand.    

Content planning and organization

Use these tips to optimize your time and create content that converts.

Research topics that resonate with your audience

Focus on content that relates to your brand’s offerings and caters to your target audience. This can help you avoid wasting time on content that doesn’t get traction.

To find relevant topics, consider your products or services and how they address your customers’ needs. For example, say you offer math tutoring services for children and teens. You could create simple, easy-to-follow guides that explain the basics of algebra. The guides provide valuable content that’s relevant to your audience. They also spread awareness of your business, so people who want more help could schedule a tutoring session with you.

Map content to the customer journey

Most people go through several steps before becoming a full-fledged client. This process is called the customer journey. It starts with the awareness stage. That’s when a customer decides they have a problem they want to fix. The next stage is consideration, where a client considers the different products or services available to resolve the issue.

The third stage is conversion, when someone buys a product or service. Next comes the retention phase, when brands try to retain new customers over the long term. That might be followed by the advocacy stage, where brands encourage clients to advocate for them by writing an online review or joining their referral program.

Think about how your content relates to each phase in the customer journey. This can help you decide what channels to promote it through and who to target it towards. For example, a new customer may not know much about your brand. You could create content that introduces it and explains what you offer, then share it through email. 

Create content that serves multiple purposes

You don’t have to reinvent the wheel every time you publish content. Instead, keep stock of your existing digital assets and reuse them when it makes sense.

For example, say your website includes photos of your products. You could reuse some of the images in your social media posts. If you’re creating a Q&A video for new customers, consider repurposing some of the information from the video into an informative blog or how-to guide.

Build a sustainable content creation process

Be realistic with your content creation goals and find a pace you can keep up with over the long term. For example, you could dedicate one day every week to researching, creating, and publishing new content. If content creation isn’t your strong suit (or you’re limited on time), consider outsourcing the task to a reliable marketing team.

Effective strategies for creating engaging digital content

You want content that gets clicks, shares, and leads. Try these strategies to optimize your time and bring real results.

Content types that actually engage audiences

Just about every brand uses content to attract customers. Stand out from your competitors with original content that customers won’t want to miss.

Blog posts that solve real problems

Consider a problem your customers face and write an article about it. Include tips on how to fix the issue and a Q&A section. Be sure to promote any relevant products or services you sell in the call-to-action.

Visual content: Infographics, videos, and images

Draw eyes to your content with compelling graphics or video. Turn a blog post into a how-to video, highlight relevant statistics in an infographic, or share striking photos of new products.

Interactive content: Quizzes, polls, and surveys

Interactive content encourages clicks and comments because it directly asks readers what they think. Use it to learn more about your audience and get their thoughts on relevant topics. 

Behind-the-scenes and educational content

Introduce yourself and your team with a behind-the-scenes video. Give customers an inside look so they get to know you as a person. This can help foster customer relationships and demonstrate your brand mission and values.

Look out for opportunities to demonstrate your expertise, too. Interviews, webinars, and how-to guides not only inform customers, but they also present you as an authority in your industry.

User-generated content and customer stories

Get customers in on your content game. Reshare social media posts where customers talk about your brand. Or, highlight recent customer reviews in an email.

Writing and design best practices

Get attention — and keep it — by following these tips.

• Write compelling headlines: Keep headlines under 60 characters and speak directly to the audience’s interests to make them want to click.
• Avoid lengthy text: Break up content with scannable bullet points and headings.
• Include relevant visuals: Add graphics and images to maintain audience interest and illustrate key points.
• Optimize for mobile devices: Check that your website and emails display well on PCs and smartphones.
• Use a clear call-to-action: Tell readers what you want them to do and give them an easy way to do it.

Content marketing and SEO integration

Apply search engine optimization (SEO) principles to create high-performing content that attracts viewers.

How content drives search engine success

Search engines scour the internet every day to find timely content that relates to what users are searching for. To increase your chances of ranking for a particular query, do keyword research to find search terms relevant to your content, then sprinkle those words naturally throughout your content.

Search engines prioritize pages with numerous backlinks. A backlink links directly to your website from another domain. It sends a trust signal that the domain values whatever content’s on your page. Backlinks improve your domain rating, which helps your website rank higher in search. 

If you have a brand new website, it may take some time to get backlinks. Work on creating valuable content, and you’ll naturally attract your target audience.

Local businesses can take advantage of location-specific SEO to attract visitors in their area. Be sure to pin your business location in blogs so it has a better chance of ranking in local search results.  

Technical content optimization

Give your articles and blogs a simple structure that search engines (and readers) can easily follow. 

Optimize headlines and meta descriptions

Include your target keywords in the headline and a meta description that describes the page content in 150 to 160 characters. Search engines share the meta description in the results, which helps people decide whether to visit a page. 

Decide on an internal linking strategy

Internal links connect readers to another page on your website. They help keep people on your site, allowing them to learn more about what your brand offers. At a minimum, include two to three internal links with every article you write. 

Aim for a clear content structure and user experience

Format your content so people can easily find what they’re looking for. Use plenty of section headers, bullet points, and consider using bold text to highlight key points. Insert images and charts or graphs to break up text, where possible.

Page loading speed and mobile optimization

A user’s internet connection strength will determine how fast your page loads. However, avoiding large image and video files will help pages load quickly, even with a slower internet speed.

Test your website and emails on a smartphone for readability. They should be easy to follow, regardless of screen size. 

Measuring SEO impact of content efforts

Use a tool like Google Analytics to see what search keywords are bringing people to your website.

Measuring digital content marketing success

Paying attention to how your content is performing in the days and weeks after publishing is critical. Decide on the key metrics you’ll track and a platform to view your results.

Key metrics that actually matter

Most analytics platforms can track dozens of different metrics, but no need to get overwhelmed. Start with these essential metrics and add additional ones only if you think the information will truly help you understand how your content is performing.

• Website views: Actual visits to your page
• Average session duration: How long each person spends on the page before leaving
• Traffic sources: How people find your content, such as social media, organic search, or paid ads
• Conversion rates: Percentage of people who follow through on the CTA
• Social media shares or comments: Shows how much engagement your content gets
• Email signups: New subscribers added to your email marketing list
• Revenue attribution: Tracks the actions a user takes on your website until they complete a purchase
• ROI calculation: The return on investment from your content marketing efforts

Each metric helps you understand how people interact with your content and what it takes to bring in a sale. That knowledge can inform your future content decisions, so you spend more effort on the things that bring results.

Tools and tracking systems

Most brands use Google Analytics to monitor how people find their website. It provides key details, like your current search engine ranking for various keywords and how many people are visiting your site daily. Best of all, Google Analytics is free, so there’s no reason not to use it.

Social media and email marketing platforms provide useful analytics tools, too. Investing in a dedicated marketing platform such as Constant Contact gives you access to all your metrics in one place. That way, you don’t have to shift between multiple tools to view your stats.

Content distribution and promotion strategies

You’ve got a winning piece of published content, but you’re not getting many views. Don’t write it off — a little promotion can swing the needle in your favor.

Getting your content seen

Do you have an email newsletter? Include a quick blurb from your latest article in the email that follows it. Provide a link so your subscribers can read the full blog if they want to. You can take a similar approach on your social media accounts.

If your blog isn’t ranking high in the search results, do an SEO audit. Check for keyword usage, scannability, and a captivating headline that will make people want to click. Fix any problems you see before republishing it.

Paid ads, such as Google ads or targeted social media ads, can bring in more clicks. This requires a little investment, but the payoff may be worth it. Try experimenting with paid ads for your best content that drives email subscribers or purchases.

Multi-channel content strategy

Repurpose your content for multiple channels to extend its usefulness. Some ways to do this include:

• Summarizing it for Facebook or LinkedIn
• Turning it into a short video on YouTube or Instagram
• Hosting a webinar for a more in-depth look at the topic

Some brands create a content series that’s centered around a topic. This approach can drive consistent traffic to your blog post or article as new people stumble on it and decide to read it from the beginning.

Your digital content marketing action plan

You don’t need a huge marketing team churning out content to execute an effective digital content marketing plan. All you need is a well thought-out strategy and the willingness to stay consistent.

Start by establishing a content creation calendar that works with your schedule. Then, think about the channels you’ll use to share your content, such as email, social media, and your website. Once you publish, repurpose the content for your other marketing channels to make it work harder for you — turn a blog into a YouTube video and a social post, or transform a successful Instagram carousel into an email sequence.

Need a little expert help getting your content strategy together? Check out our on-demand webinar for tips on crafting a content mix to keep your community engaged.