Struggling with a digital content marketing strategy for your CPG brand? Build powerful strategies, engage via social media, and measure ROI effectively.
It’s time for all CPG brands to digitize their content strategy just like they’ve digitized their point-of-sale systems. That’s not to say that traditional marketing strategies are gone – we’ll cover the importance of marrying offline and online content strategies later in this article – but if you’re not using an effective digital content strategy, you’re missing most of your audience.
Brick-and-mortar stores certainly aren’t gone, but we can’t hide from the reality that most sales are now online purchases. Even when users buy products in-store, they will likely do online research first. When you add a successful digital content strategy to your marketing plan, you have the potential to connect with this whole new subset of customers.
The effectiveness of your digital content strategy is aligned with your ability to engage your users and keep up with competitors. But building a digital content strategy from the ground up – or modifying your current strategy to keep up with changing users, algorithms, and brand goals – can be challenging. This article will take you through the steps to improve or start a digital content strategy tailored to your brand’s unique business goals.
Benefits of a Digital Content Strategy
A well-built digital content marketing strategy offers a variety of benefits. Here are just a few:
Brand Awareness and Reach
The best digital content strategies aim to make your brand more visible to a broader audience. Through targeted content creation and search engine optimization, brands can use relevant content to extend their reach to specific demographics, increasing the likelihood of engaging with their ideal customers.
Audience Engagement and Interaction
Digital content strategies enable brands to engage with their audience in real time. Brands can foster meaningful customer exchanges through social media, interactive content, webinars, and other digital channels. This engagement builds brand loyalty, trust, and a sense of community, ultimately contributing to long-term customer relationships.
Data-Driven Decision Making
Digital content strategies can also provide access to valuable data and analytics. By leveraging tools like Google Analytics, brands can track user behavior, preferences, and content performance. This data-driven approach allows informed decision-making, enabling brands to refine and optimize their strategies based on real-time insights.
A Holistic Approach to Marketing
Combining digital content strategies with offline marketing efforts is the key for CPG brands to create a holistic and cohesive brand experience. Consumers now seamlessly traverse online and offline channels, meaning an integrated approach is the only way to produce a unified brand message, fostering stronger brand recall and customer engagement. Digital content strategies help brands connect with tech-savvy consumers, build online communities, and gather valuable data for personalized marketing.
By aligning these efforts with offline strategies like traditional advertising, in-store promotions, experiential marketing, and email marketing, CPG brands can increase their reach and influence across diverse consumer touch points. This omnichannel approach creates a more comprehensive brand narrative, driving brand loyalty and reinforcing a sense of authenticity that resonates in the digital and physical worlds.
How to Build a Strong Digital Content Strategy
From establishing content objectives to measuring success and ROI, each step in crafting your digital strategy plays a role in achieving positive results. Let’s look at the pre-release actions you need to take, like making content goals and developing content ideas, all the way to the actions you’ll take after publishing content to gauge success and optimize your plan.
1. Establish Content Objectives
As with any marketing strategy, the first step is to clearly define your objectives. It’s important to articulate specific conversion goals and metrics that will be used to measure success: high-quality content loses its impact without diligent tracking of metrics and key performance indicators (KPIs). Utilizing data analytics tools, like Google Analytics, to measure performance offers insight into the success of your content plan and also informs strategic adjustments across digital channels, landing pages, and content management systems.
2. Perform a Content Audit
A content audit is like taking inventory of your digital assets. It involves evaluating existing content to identify strengths, weaknesses, and gaps. This process lays the foundation for crafting a digital content strategy that leverages what already works and addresses areas that need improvement, saving you time spent on making everything from square one. During a content audit, focus on categorizing existing pieces of content, make sure to highlight what you think is great content, and identify opportunities for creating new content.
3. Decide on Content Formats
Effective content creation involves more than just delivering information; it needs a strategic selection of content and formats that align with your objectives. When deciding on the types of content to produce, consider the diversity of content formats available. Whether it’s blog articles, white papers, podcasts, or interactive content, each format has its unique strengths and appeals to different segments of your audience.
Weigh the pros and cons of these different types of content to choose which aligns best with your content objectives. For example, a comprehensive blog article or tutorial video may be the best choice if your goal is to provide in-depth product information. On the other hand, if you aim to capture attention quickly and convey information visually, an infographic could be more effective.
4. Develop a Content Calendar
An editorial calendar streamlines workflows within the marketing team and serves as a comprehensive plan for content creation and distribution. This step ensures that your content aligns seamlessly with your goals and resonates with your target audience. Think of it as creating a roadmap that guides your team and optimizes your content for search engine visibility.
5. Understanding Your Audience
As a CPG brand, you know how important it is to understand your target audience and it’s impossible to make good content for people you know nothing about. Identifying and relating to your target audience lays the groundwork for crafting digital content pieces that resonate. Use buyer personas to tailor your content effectively, considering demographics, pain points, and the needs of potential customers. Crafting content that aligns with user experience ensures that your efforts are targeted and relevant.
6. Leveraging SEO for Greater Visibility
Search Engine Optimization (SEO) is a key piece of a successful digital content strategy. SEO acts as a bridge between content and audience. Keyword research is an optimization technique that helps you build out your content around topics your audience is actively searching for, helping you show up as a solution to their problem on the first page of the Search Engine Results Pages (SERPs).
7. Utilizing Social Media and Video Content
Social media and video content are also incredible tools to connect with your audience. With the meteoric rise of Meta and TikTok, both platforms that thrive on short-form videos, brands can tap into a younger demographic, leveraging creative content to forge connections. LinkedIn, known for its professional network, offers a unique space for lead generation within the B2B realm. Savvy marketers recognize the diverse opportunities across these social media platforms, tailoring strategies to the distinct preferences of their audiences. Armed with innovative ideas, content creators play a huge role in crafting compelling narratives that resonate with users, ensuring that social media posts rise above promotion and fostering genuine engagement and loyalty. With the slew of different social media platforms, adapting and diversifying your digital content strategy is essential to stay at the forefront of consumer consciousness.
Transform Your CPG Brand with Strategic Digital Content
Are you realizing your digital content strategy wasn’t built with a clear direction? Or are you starting from zero on the digital content front? A meticulously designed digital content strategy can prove to be a game-changer for your CPG brand, ensuring you stay relevant and impactful in the dynamic digital landscape… but only if done right. At First Media, our expertise in digital content gives you the knowledge and insight you need to increase brand awareness, ROI, and strategic growth. Partner with us to take the next step in elevating your brand’s digital presence.