9 pro tips for creating brilliant digital content

08. You need to consider all of the many touch-points in which they may engage with your brand. There is now rarely a delineation between which device is used for what. Here are nine top tips to make sure your digital strategy is on the right track. And what is delivered should be optimally designed for that medium. 07. Be multiplatform or die
We all move from device to device these days – your content needs to do the sameToday’s audiences are experts at moving from platform to platform for work, leisure, personal and entertainment purposes. So, if you haven’t already, now’s the time! Gone are the days when the success of a campaign is measured by ‘feel’. Brands that embrace new approaches and fresh ideas become legends in their own right, commanding positive perceptions from industry to consumers a like. The key word here is quality. For this reason clients should always include a mobile strategy for their audience. 05. Marketers should always strive to deliver just as great a brand experience across desktop, tablet and mobile. ‘If you build it, they will come’ doesn’t work
Sorry Kevin, but content marketing is no Field of Dreams. It’s the most personal device any of us ever own, an extension of our psyches if you like, an extension of our psyches that because its geo locates us, and syncs with all our other apps can tell marketers more about us than any TGI data ever could. As long as you keep to your eventual goal and maintain the same criteria for what success looks like you will be able to track your ROI. With the likes of Facebook, YouTube, Twitter, Instagram, Pinterest and now Ello occupying consumers’ time, it’s essential that marketers put their product promotion where their audience spend the majority of their time. Target people’s phones
Like most people, when I leave the house I go through a personal item check, and ensuring my mobile phone is in my pocket is top of the agenda. Set goals and measure success
Content marketing and analytics go hand in handThe way in which the internet is built, through trackable algorithms, means that for the first time marketers have true measurement capabilities. If you’re not seeing the desired engagement levels then don’t be afraid to make adjustments. Social is the perfect avenue through which to amplify your message and it also enables you to target specific customer profiles, making your message even more special. Of course your content doesn’t have to feature a fluffy companion but if your campaign goes viral you have still achieved the Holy Grail in digital marketing. 03. Not only does this result in a poor return but it can also damage the brand reputation. Brands that create campaigns which call to basic human emotions and instincts often take on a life of their own. 09. Using a single channel or platform to interact with you’re audience isn’t enough anymore. Make the most of social media
One of the many beautiful things about digital is the opportunity to share. But amazing as digital is, if you sway from your goal this measurement capability becomes obsolete. To mitigate against this, develop a set of customer profiles, creating experiences and content that will relate to each of them in different and relevant ways. Some of the best campaigns happen when a brand creates something fresh and unexpected. Red Bull’s approach to content with its propensity for extreme sports and space travel is a case in point. Content should appeal to the wants and desires of human beings. But so often there is a lack of depth in this understanding that results in sending the right message to the wrong people. A content distribution plan ensures return on your brand’s investment – it’s no good making content if it can’t be discovered! Marketers should periodically re-evaluate their messaging and customer profiles. Spencer ConwayIn the second half of 2014 UK digital advertising expenditure has grown 16.6% to £3.462 billion, according to the Internet Advertising Bureau. So while you are busy creating your content, also think about how you are going to get people to see it. Don’t just follow the latest trends, make them. Truly understand the audience
You need to get inside your audience’s heads in order to engage with themAny marketer or content creator worth their salt will profess to have a clear understanding of their audience. This one creative would usually be incredibly expensive and there were also limited capabilities to measure success. Seek change, don’t fear it
Back in the day there would be one creative concept rolled out across all available advertising avenues. ‘If you build it, they will come’ is almost never the case! Just because you have spent months conceptualising, building and developing a beautiful piece of digital content for your brand does not mean that your audience will automatically find it online.

Updated: 27.11.2014 — 03:49