One day ago
How is your digital content performing during COVID-19?
Are you happy with how you plan it, how you curate it, how it looks and how it performs?
Right now, one of the most effective forms of marketing is digital content. Blogs, e-newsletters and social media not only raise brand awareness but build brand loyalty and provide one-to-one connections with individual members of your target audience. It allows you to surprise them, comfort them, delight them, solve their problems and meet their needs quickly and effectively. In such a transparent age, it has never been more important for brands to utilise digital marketing in an authentic and considered way.
Ask yourself these six simple questions to find out if you are living in a state of contentment.
1. Do you have a digital strategy?Does it include a framework for key information pillars to help you to create engaging content that provides value to your target audience on a regular basis but is flexible enough to respond to the ever-changing climate? Have you developed a monthly content plan based on your marketing strategy and designed it to meet your goals? During these times, you should not stop posting, however, coming up with random content because you haven’t posted in a while doesn’t make anyone happy…
2. Does it look good?Have you developed a visual mood board, that represents your brand and captures the overall look and feel of the content you’d like to share? Is your content visually consistent across all platforms? Is it up-to-date with the latest video and animation trends? Is it mobile responsive and designed for mobile-first?
3. Does it sound good?It is important to not lose connection with your audience during the pandemic. Do your posts, captions, blogs, e-newsletters and comments all share the same brand personality and common language? A singular, authentic tone of voice is crucial when posting content across several platforms.
4. Does it represent your brand values?Consumers are really buying with their hearts and minds right now – not just their wallets. During the pandemic, we have also seen how quickly consumers behaviours can change, influenced by fear of the unknown, brands must be aware of this while staying true to themselves. Consumers are choosing to buy from brands that share their core values...Does your content reflect your brand values so that your target audience can easily identify with you?
5. Does it make your audience happy?We could all use a little more love and happiness right now and great content can make people fall in love with your brand. By evoking emotional responses in your target audience, strong ties to your brand can be formed and nurtured. By identifying obstacles and pain-points that your audience might face then addressing them in your communications, you can help solve their problems. Now is definitely the right time to engage with your audience and find out what makes them happy.
6. Does it perform well?There are many ways to measure the success of your content, some quantitative and some qualitative – brand awareness, engagement, followers, reporting platforms and leads to your website. Are you happy with the overall performance of your digital content, based on what's important to your brand now?
Answering ‘no’ to just one of these questions means that you are not living in a state of contentment.
As businesses start to look towards better days ahead, take the time to reflect and review your digital channels.
If you are not content with your content, let us know – we’d love to discuss it with you.