It takes effort, planning, and organization when building an integrated content marketing campaign. To break through the clutter, it is important to present a unified digital message that is strongly associated with your brand.
Brand awareness leads to the type of loyalty and recognition that creates strong connections between companies and their customers.
A short tagline or slogan that conveys your value proposition should be the central focus of your campaign. All of the content that you create, all of the promotions that you run, should all consistently drive that messaging home.
There are many examples of brands that have done an extraordinary job at this.
- Dunkin Donuts – “America runs on Dunkin”
- Trivago – “Hotel? Trivago”
- Geico – “15 minutes can save you 15% or more on car insurance”
- Dollar Shave Club – “Shave time. Shave money”
- General Electric – “Imagination at work”
Obviously these are large companies with large marketing budgets, most brands don’t have the resources to run integrated campaigns across several mediums.
But a digital marketing campaign with focused content and messaging for your target audience, can have a tremendous impact on brand awareness in your industry.
Mapping your content
Create quarterly content themes
One of the most effective ways to structure a campaign is to create quarterly themes that are associated with your slogan or tagline.
Plan out three full months of content that will be focused around that quarterly theme, while still driving home your primary message of your campaign.
Once you build out the structure of your campaign and outline your quarterly themes, its time to focus on creating content to support your messaging.
Put your topics into a content CALENDAR
Begin by laying out your topics in a calendar that outlines the subject, the keywords you are targeting and the frequency at which you will be posting your content.
It is typically recommended to blog at least twice per month, but many experts would even say that you should blog once a week.
However, a well thought out and optimized post twice per month is much more valuable to your brand than a generic post that is thrown together once a week.
Do The proper keyword research
Your blog topics should be well researched and should target specific keywords that your audience will be searching for in google.
Make sure that you have a structured keyword strategy and use tools like Google Analytics and Webmaster Tools to track the effectiveness of your campaign.
It is also important to research trends and popular topics on social media, to ensure that your content will add value to your social audience.
If the topic is already trending or being discussed, make sure that whatever content you create is 10x better than what is already out there.
Promotions and engagement
Optimize You content for promotion
There are two ways to promote your content; organic and paid. Organic promotion focuses primarily on optimizing content for search and promoting within your network on social media.
While paid promotion focuses on driving traffic to high value landing pages on your website through Google or social media ads.
Most experts agree that the most effective approach is to balance organic and paid search to cast the widest net.
Organic search optimization and social promotion are the most cost-effective ways to promote your content online.
However, this method will reach a substantially smaller audience, and performance largely depends on the size of your social network.
Content designed for organic promotion should focus lower in the funnel, as more people will interact organically once they are aware of your brand.
Learn what your customers need in order to provide them with information to help them in their decision making process.
Targeted Paid promotions
Paid search and social promotion is more costly, but can be much more targeted to attract new visitors that are not already aware of your brand.
These ads can target very specific demographics to ensure that your message reaches the exact audience you are looking to attract.
Monitor your paid performance in Adwords to make sure that your spend is being used effectively.
It is important to measure the impact of both organic and paid search campaigns to understand what is working, and what can be improved.
Measure Campaign effectiveness
In order to properly measure the effectiveness of each digital campaign, it is vitally important to identify business goals and key performance indicators, to drive desired outcomes.
Before writing any piece of content, you need to outline specifically how it will be used to drive goal conversions. Goals can be set up and tracked in Google analytics so that you can monitor traffic, conversion rates and even channel attribution.
Ecommerce clients can import sales data for additional reporting on how traffic and engagement is driving revenue.
Setting the right goals
Brand awareness, engagement or thought leadership are all examples of bad goals. They are too broad and are almost impossible to accurately measure.
It would be hard to define something like “thought leadership”, let alone measure it as a digital marketing goal.
To make these goals more effective, they need to be more specific and they need to be quantifiable.
Rather than something as broad as “thought leadership”, a more effective goal would be to “drive 10 visitors to sign up for your newsletter.”
This goal is much more specific, it is quantifiable and it ultimately achieves the broader goal of generating thought leadership among your website visitors.
Goals That drive business
Identifying specific goals like these can sometimes be difficult, but is important to remember what specific actions you want visitors to take on your website, and focus all you efforts on making them take that action.
These goals should be important to the bottom line of your business and if you find that achieving these goals is not an immediate priority, it would be worth considering spending you time and effort on other marketing.