A Guide to Digital Content Planning for Businesses

The digital landscape has become a staple in many businesses’ – whether big or small – marketing strategy. In the UK alone, over 1.2 million businesses own a website and those without one are losing opportunities.

However, it does not stop with having a website. In fact, your website serves as just one of the many channels to stay relevant in this age of digitisation. You need quality digital content to fuel your business and provide value consistently to your customers. In this shift to digital consumption, content marketing reigns supreme.

To start priming your website and achieve higher positions on search results, it’s important to build content that serves as a pillar for your digital marketing strategy. If you want to have a deeper understanding of know what is digital content creation and how it can benefit your digital initiatives, this blog

What is Digital Content?

Digital content or simply content is the information your audience finds on different channels. Simply put, when users type a query online, those appearing in the search results are the content they consume.

Unlike traditional media content that’s often fleeting and has a shelf life as long as your marketing budget allows, digital content can be evergreen. It can stay online and be accessible as long as the website exists and people looking for information.

Content on digital channels also has the advantage of providing today’s audience with a convenient way to process information tailored specifically to their needs. This gives your brand more opportunities to interact with customers and prospects.

While blogs are the most common, there are different types of digital content that you can use for your business – videos, infographics, podcasts, webinars, case studies, guides, and ebooks.

What is the Purpose of Your Digital Content? 

Each website likely has different types of content to serve, but the objectives remain the same:

  • To educate your audience and give them the answer they’re looking for
  • To entertain and create an emotional connection with your audience
  • To convince and offer a solution to their problem

To fully maximise your content and deliver results with business impact, you need to develop a digital content strategy aligned with your goals and audience.

How Do You Develop a Digital Content Marketing Strategy?

There’s no secret sauce to a successful digital content plan. However, any successful plan starts with having the right process for it. Every piece of content should support your digital marketing initiatives and contribute to the growth of your business.

Let’s dive into the specifics of your strategy.

1. Write for the Right Audience

You can’t start developing your digital content plan if you don’t know who you’re targeting. It touches all aspects of your digital content – the style and tone of the content, the channels you’ll be using to publish your content, and most importantly, the topics you’ll be covering.

But how do you know which content best fits your audience? That’s where buyer personas come in.

Buyer personas allow you to align your content based on your audience’s search behaviors, pain points, and motivations. This eliminates the guesswork in determining the right topics, content format, and digital channel to use for your strategy.

To develop your buyer personas, you must ask:

  • What is the background of my target user?
  • How old are they?
  • What are the things they’ll likely be interested in?
  • Which digital channel do they frequently use?
  • What are their main challenges?
  • Why would they seek you out?


Think of this as part of your market research and getting as much information as you can about your target audience.

Choose from your customer base the ones who stayed with you for the longest and sit down with them. Treat it as a catch-up session. You can also get insights about your customers from your sales or customer service team.

Here’s an example of a buyer persona:

digital content

The more you dig about your audience, the more targeted and valuable your digital content will be.

2. Support Your Digital Content with the Right Keywords

Nothing can be more random than having a digital content plan that doesn’t have keywords to support every blog, video, or web copy you put out there. One of the things you need to nail when it comes to digital content creation is making sure they have the right keywords.

An essential step in most SEO services, keyword research helps steer your digital content marketing strategy in the right direction and identify what’s relevant to your audience. More than that, it makes optimising your digital content easier.

A few things to consider when doing keyword research for your digital content creation:

  • Search volume: This indicates how many people are using the keywords when typing on search engines.
  • Competition: Look for keywords that are not difficult to rank or not too competitive.
  • Intent: If you’re writing a blog for your website, go for informational types of keywords.

Keyword research can reveal potential topics that you can use and provide you with a more focused digital content marketing.

3. Tie Your Digital Content to a Goal

While the core of your digital content strategy should always be the user, it is equally important to connect it to your business goals.

In other words, how will this fit into your business’ success?

Do you want to improve your rankings? Build awareness for your brand? Your digital content plan should address these goals but in a more specific and measurable way.

For example, instead of saying “to increase traffic to your website”, write down your goals with “to increase traffic from X to Y by the end of December 2020.”

This allows you to visualise your digital content plan more clearly and identify each content piece that contributes to that goal.

4. Develop Your Digital Content Marketing Calendar

A digital content plan is not complete without a calendar. It avoids you from randomly publishing content that doesn’t contribute to your overall goals.

Your calendar also makes it easier to map your content assets and see what needs to be created, repurposed, or optimised.

When developing your digital content marketing calendar, you can indicate who will be responsible for creating the content, what type of digital content will be created, what keywords will be used, and when or where it will be published.

Here’s an example of a calendar:

digital content

Your calendar not only provides you with the cadence to develop your digital content but it also serves as a reference point for when you’re doing a content audit. This makes it easier to adjust and scale your digital content strategy.

5. Evaluate Your Digital Content Marketing Strategy 

Your digital content creation efforts don’t stop after you’ve published every piece of content in your calendar. It’s a rinse-and-repeat process.

Even if you have achieved the goal you set at the beginning of your digital content plan, this just means you have to look back at what you did and replicate the process.

  • Analyse the performance of your digital content – What kind of effect did your content have on your business?
  • See if the information is still relevant – Review old blogs or content pieces to ensure the information is fresh and relevant to your audience.
  • Look for areas of improvement – Compare your high-performing content pieces with those that don’t get enough online traction.

Never skip evaluation. It’s the only way to find out if your digital content plan is worth the effort (and budget on content marketing services) for your business.

Make Digital Content Part of a Holistic Marketing Effort

Content is king, and that’s highly unlikely to change as people spend more time on the digital landscape and businesses shift to digitisation.

How you wield the power of digital content marketing can make a difference and propel your business in front of your customers. More importantly, this will guide your customers as they go from awareness to decision.

If you’re ready to laser focus on your digital content, we’re here to help you and give you insights.

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