You also have different communication tools and platforms at your disposal and the formats of written content, interactive video, animated are multiple. How to make content effective? We must act on all these parameters to produce relevant content adapted to the audience, without forgetting to be of course creative. In addition, the content strategy must be in the long term, it takes time to establish a profitable relationship with an Internet user and make him a customer. How to create engagement with content?
The quality of the content is very important, you only have a few seconds to convince a user to read an article, a white paper or watch a video. Once convinced,
the Internet user can spend a lot of time reading and listening to you, but to get there, you have to provide them with Armenia Email Database quality content. If you only focus on quantity you will find it hard to stand out in the cacophony of the web. It is therefore essential to prioritize the quality of your content rather than its quantity. Get started in the creation of digital content alongside our WSI network which will create effective and quality content. we know how to define, implement and optimize the Digital Marketing strategy of our clients to help them quickly generate results locally, nationally and internationally. Book a free first interview with Gilles in Web Meeting now : Be Successful, Go Digital:ach company,
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It is important to appoint a content manager, outsourced or not, responsible for building a team, called the content team, who will participate in the construction of the content strategy. This person will have to orchestrate the decisions and will be responsible for the editorial line. The team, for its part, must represent all the transversal activities of the company with specific expertise, engineers, salespeople, human resources. Of course the management must be strongly involved. Once the team has been carefully chosen, the definition of the strategy is critical, it must be carefully prepared. Tools such as the canvas model can help with this job. It is necessary to start by defining objectives, evaluating the positioning of the company in its market, identifying the audience, these are the personas, selecting the themes that will be addressed.
The editorial calendar allows you to anticipate the publication of content over six months, one year but it is a dashboard that should not remain frozen, you must change it to adapt to the news in your market, to your news, the expectations of your customers and prospects.Can we measure the effectiveness of digital content? Measuring the effectiveness of the content produced and disseminated is essential. Key performance indicators must be assigned to each objective. For example, if your goal is to generate leads, you need to monitor metrics such as the number of completed forms, downloads, registrations, conversion rate, depending on the type of campaign you are engaging.
How to improve the performance of your content strategy?
Without forgetting of course to list the sources and the existing content that we will then use to produce the content. In fact, the objective is to lead to the construction of an editorial plan.What essential tool for managing its content? The editorial calendar makes it possible to record point by point all the actions to be carried out on a day-to-day basis, to date, to identify the speakers, the distribution channels, the themes, the titles, the format… It is an essential management tool for each of the actors, this helps to clarify the mission of each and to avoid oversights. Online content production and monitoring tools can help. Please note, care must be taken to simplify sharing and exchanges between the members of the team in charge of the content, whether with company employees or with external contributors, editors, videographers, etc.
The relevance of your content will depend on your ability to bounce back from the evolution of your environment, but it must be done within the framework established by an editorial calendar. It is necessary to measure the results of a digital content strategy, in order to improve your performance. The key to this is to test different content configurations, this is a / b testing. Depending on the results, do not hesitate to adapt your approach to improve its effectiveness. In response to the hubbub of social networks and the Internet, the trend is to slow down the pace of content production, it is slow content. We see a need to produce longer, more elaborate content that we call long form, the publications will be more aesthetic, more creative and widely documented.