Everyone knows how important it is for a brand to have a digital content strategy. Every year, business owners are fed stats making them believe they should start producing content yesterday. Here are some of the top ones we’ve been seeing in 2021:
- Marketing spend is predicted to grow by 14% in 2021 – Deloitte
- 79% of B2B content marketers have a digital content strategy in motion; 17% do not, but plan to create one; 4% have no strategy in place and have zero plans to implement one – Content Marketing Institute
- 24% of marketers plan to increase their investment in content marketing over the next year – HubSpot
Most smaller business owners are aware they need a content marketing strategy, but lack the resources and/or know-how to do it. If this sounds familiar, I’ve got good news, bad news, and a little more good news for you.
The good news: You can get a digital content strategy started with little to no budget.
The bad news: You will need the know-how and a lot of time/dedication.
A little more good news: Getting your feet on the ground with a digital content marketing strategy isn’t super complicated.
Now, before we dive any deeper, let’s cover some of the basics.
What is a Digital Content Strategy?
A digital content strategy is a marketing plan that serves as a vehicle to meet a plethora of goals, which may include:
- Reaching a wider audience for brand awareness
- Increasing web traffic
- Boosting conversion rates
- Improving clout in your industry
- Networking with other industry experts
- All of the above
As part of the vehicle, your digital content strategy is the GPS, steering wheel, and tires. The content you create/distribute is the engine. None of these components will work without the others.
The strategy gives your content a purpose, direction, and goals. Without a strategy in place, you’re essentially taking shots in the dark with content. Without content, your strategy is little more than fancy talk.
A content strategy plays a critical role in attracting potential customers and guiding them through the buyer’s journey. It’s about introducing people to your brand, earning their trust, and making it clear that you are the best solution to their problems.
Do You Really Need a Digital Content Marketing Strategy?
If you’ve read any content marketing-related blog, watched a video, listened to a podcast, etc., you know that the short answer to this question is yes.
But the real answer is not black and white.
What you really need to know is:
- How badly you need a digital content strategy.
- How in-depth it needs to be.
- How much time, effort, and money you’ll need to invest in it.
- What you stand to gain.
Every business on the planet provides answers to questions and solutions to problems. The first step in determining your need for a digital content marketing strategy is understanding how in-demand your answers/solutions are.
There are two easy ways to get a glimpse of this:
1. Look Into Search Trends
SEO – search engine optimization – is a core component in most digital content strategies. Looking at search trends and keyword research is a fantastic way to gauge the demand for what you provide. Even better, there are all kinds of FREE tools out there to use.
We love Neil Patel’s Ubersuggest as a free option here.
Say you sell screen printing services in Chicago. If we look at the search term “screen printing Chicago” – we can see there is a search volume of 720 with a moderate difficulty: