Digital Marketing for Creatives

So we should now have some idea of those important keywords, so now we need to think about creating some content. What do we mean when we say ‘content’? We are ultimately discussing any picture, blog post, Facebook status update, LinkedIn posting, pretty much anything we post on any platform is ‘content’.

So as we should have now created our buyer persona’s and we should have some idea on suitable keywords, we can weave those two streams of knowledge into our content. So, let’s imagine we are an artist looking to sell our works. A long blog post about paint brushes and types of paint used might not be what our target audience is looking for. But a blog post featuring a video of a painting being produced, or some stills of the painting from blank canvas through to the finished product, coupled with a few paragraphs about that painting (including those all important keywords), the inspiration for the painting and how you could purchase it would be more suitable as a form of content.

Content can take various formats, but its primary purpose is to deliver value to the audience, drive brand awareness, and influence the audience’s buying decisions. Value is an important concept to think about. The audience needs to get ‘something’ from your content. It doesn’t need to be a tangible something, it could be information or the pleasure of the image, but they have to get ‘something’. Something of value, because that will make them return. Content is a crucial component of digital marketing strategies and is used across various online platforms and channels to achieve marketing goals.

Some common types of digital marketing content include:

1. Blogs and Articles

Informative and engaging written content published on websites or blogs to provide valuable information to the audience, position the brand as an authority, and improve search engine visibility through SEO (Search Engine Optimization).

2. Social Media Posts

Short-form content shared on social media platforms to engage with followers, increase brand visibility, and encourage interaction and sharing.

3. Videos

Visual content in the form of videos, including explainer videos, product demonstrations, tutorials, and brand storytelling, shared on platforms like YouTube, social media, and websites.

4. Infographics

Visual representations of data, statistics, or complex information presented in a concise and visually appealing format to make it easy to understand and shareable.

5. Podcasts

Audio content in the form of episodes or interviews shared on podcast platforms to provide valuable insights, thought leadership, and entertain the audience.

6. Ebooks and Whitepapers

Long-form written content that provides in-depth information or research findings on a specific topic, often used as lead magnets for lead generation.

7. Email Marketing Content

Content delivered through email campaigns to nurture leads, communicate with customers, and share updates, offers, and promotions.

8. Webinars and Live Streams

Real-time interactive content, such as webinars or live streaming events, used to engage with the audience, answer questions, and provide valuable insights.

9. User-Generated Content (UGC)

Content created and shared by customers or users, such as reviews, testimonials, or user-submitted content, which builds trust and social proof.

10. Interactive Content

Content that allows users to actively participate, such as quizzes, surveys, polls, and interactive tools, to increase engagement and gather valuable data.

As mentioned previously, not all of these content types are going to be applicable to your product or service. Digital marketing content should be strategically created to align with the buyer’s journey, target specific buyer personas, and meet the needs and interests of the audience. It plays a crucial role in building brand awareness, driving traffic to websites, generating leads, nurturing prospects, and ultimately converting customers. Effective content marketing can help businesses establish a strong online presence, foster customer loyalty, and achieve their marketing objectives.

So with all that in mind, we need to start producing some ideas on the types of content we want to start producing, still bearing in mind our buyer personas and keywords. So sketch out some ideas and start building from there.

Next post we’ll start to look at what constitutes good quality content.

---

Why not sign-up to receive future blog posts and avoid missing any of this crucial information (there’ll be a email sign-up at the bottom this page) and if you’re looking for useful digital marketing resources such as tools and guides you might also want to check out my digital marketing resources blog.