A Roadmap for Digital Content Integration Success

Empty asphalt road in modern city at sunrise

Whether you’re working with just your internal team or you’ve hired a digital marketing agency, digital content integration should be a top tactic for your annual digital marketing plan. If you’re working on a plan now, or preparing for a meeting with your digital agency, here is a general roadmap for digital content integration success.

Give Yourself Goals

While your annual plan will have your company and department goals, your digital content integration success will rely on a roadmap that includes its own goals.

Use your annual goals to determine the KPIs for your digital efforts, such as page likes, post engagement, email open rates, and blog visits. Be open to adjusting those goals as your plan progresses, so that you are always striving to be great.

Target an Audience

So much of the digital content that is shared is not targeted, and that is a big mistake. There are so many ways to target audiences, that it is just a case of leaving money on the table when you don’t.

Emails should be specific to target groups, digital ads should be served based on the actions the audience has taken, and blogs should be retargeted to people that have shown an interest in that topic.

Use a Consistent Brand Voice

While you should be targeting audiences, the overall theme of your brand position should never deviate. It should be the same across all media types.

This will ensure that you can build trust with your audience; they will know what to expect from you and will associate your brand with key points that you touch with your brand voice.

Don’t be Afraid of Social

Social media marketing has been around – and dissected – for years, but brands are still hesitant to venture into the space. There are all sorts of naysayers, and they aren’t completely wrong: the space is overcrowded, the public is annoyed by social advertising.

Those reasons don’t trump the big picture, though: social media = a big audience. Find the right way to use it to reach your audience, and you’ll wonder why it took you so long in the first place.

Create a Blog Calendar

Digital content can be difficult to keep track of – there are so many ways to publish and so many sites to publish on. It can be easy to overlook something, or to abandon a vehicle altogether. Blogging is a great way to build a relationship with your audience, and a great tool for SEO. Create an annual calendar of topics and be accountable for sticking to it.

Be Accessible from Any Device

Cannot stress this enough: be mobile friendly. Nothing will increase abandon rates and decrease engagement faster than a resource that can’t be accessed by people on mobile devices and tablets.

Build and Nurture a Database

Don’t just publish your content; use it as a tool to build and nurture a database. Create lead generation capture points, retarget those leads, follow up with those leads.