It’s that time of year again. Again. The time when we make resolutions for the new year. They usually include going to the gym, learning a new language, or finally clearing out the garage. Sometimes they last a month and sometimes our new year’s resolutions stick with us. For almost all of us, these resolutions represent things we know we should already be doing.
For those of us who work in the digital advertising industry, our resolutions should focus on the content we create every day. With that in mind, here are the USDM Digital® Top 5 Content Strategy Resolutions for 2018.
- Know your audience as it relates to audience development
It’s the first commandment of advertising for both traditional and digital, but it’s especially important for digital content. Not only can you learn who your audience is, but also where and when they consume your content and for how long. This is key to new audience development and the use of Smart Data. It’s arguably the most powerful aspect of digital advertising. And if you’re not taking a serious look at your audience, then it’s your first resolution for 2018 to do so.
- Understand your content and how content consumption has changed radically
It seems obvious at first glance: you should know what you’re talking about. However, it goes beyond that. Do long articles or short lists appeal to your readers? Would they rather watch a video? If they like image slideshows, how many images and in what format? Smart Data informs your marketing decisions and gives you insights to engage and convert faster. The speed and ubiquity of smartphones makes consuming almost any type of media easy to do almost anywhere. If you haven’t tried using different types of content and measured their effectiveness, understanding your content is the second content strategy resolution for 2018.
- Align to your channels
This one might be the hardest to keep but it could have the biggest impact on the effectiveness of all your content in 2018: align your content to your channels. Like the previous resolutions, there’s no easy way to do this, and (like the gym resolution) you have to work at it. Does video perform better on Facebook, Twitter, Instagram, or your own site? Do image galleries get more click-throughs on your site or a partner’s site? It’s important to learn the answers to these questions in order to maximize the effectiveness of the content you work so hard to produce. Again, Smart Data is an objective and fool proof way to learn how your channel strategy is working.
- Engage with comments
Sounds easy, right? And it is, provided you have a great understanding of your brand’s personality and tone, access to the right Smart Data and tools for managing multiple social media profiles, dedicated staff to monitor those tools, and objectives for engaging with fans. In the completely unlikely event that you don’t have all the aforementioned strategy and toolkits, you might want to add another resolution to this list. And then there is always “Call a Friend” like USDM Digital®.
- Don’t forget about your content
Unlike the last resolution, this one is actually easy. It’s just often forgotten about in the hectic day-to-day life of a digital marketer. Newspapers get recycled, magazines are thrown out, billboards will be taken down, and TV commercials usually last less than 30 seconds. Your digital content, on the other hand, can last far longer. It can be appropriated by fans and attain life and purpose beyond your humblest intentions. In this kind of environment, it’s imperative that you have a plan for reviewing that content later. If it has become obsolete, then delete it. If it’s a little dated, then archive it. But if it’s still relevant? Republish it!
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