Quality Content: The Key to Successful Digital Marketing

While frequent online posting and spreading marketing content across the Internet can be quite beneficial to a digital marketing campaign, you should never make the mistake of prioritizing quantity over quality. When it comes to content, quality is essential for any company that values user engagement and brand perception. Read on for some key guidelines on quality content generation and foundational strategies to get the most out of it.

Common Pitfalls of Content Writing and How to Avoid Them

Any business leader or marketer seeking to boost the quality of online marketing content would be wise to consider the following common content writing mistakes and the best practices to avoid them:

Writing Without a Specific Target Audience

Although marketing novices might seek to “cast a wide net” with their digital marketing content, a precisely targeted approach is far more effective when reaching out to consumers. Therefore, you must decide exactly what type of consumer you want to attract with your content and then create that content accordingly. This means developing a crystal clear picture of your target audience and how you can benefit them by catering to their principal interests and concerns.

Writing Without a Clear Purpose or Focus

With your target audience in mind, you will want to establish targeted objectives by asking yourself what you want to achieve with the content you are writing. This means figuring out your primary goals (for example, making sales, raising brand awareness, generating leads, receiving donations, or joining a mailing list) as well as the secondary goals (like informing, entertaining, or persuading your audience) that might make your primary goals possible.

Writing Without a Preplanned Structure

It may be tempting to start hammering out content the moment inspiration strikes, but a wise writer plans thoroughly. Beyond writing with a specific target audience and set of objectives in mind, you must establish a logical format and structure for your content that aligns fully with both. For example, if your content is informative, you may want to start with the basic “who, what, when, where and why.” Do you want to entertain? Grab the reader’s attention with a funny or riveting line. Is your ultimate goal to persuade? If so, you will most likely want to end your content with a motivating call to action (CTA).

A quality digital marketing agency like Lucid can help you target the right audience, set clear goals and structure your content strategically.

Leveraging Content for Websites, Online Advertising and Social Media

A good content marketing strategy will utilize the value inherent in websites, online advertising, and social media outreach. Websites should feature clear and compelling headlines and subheadings, as well as informative and entertaining blogs. Generally offered on pay-per-click (PCC) terms, online ads like banners, displays and search engine ads must feature attention-grabbing content that aligns with the platforms on which they appear. Social media content should focus on soliciting feedback, encouraging two-way conversations and fostering long-term consumer relationships.

While working with many different kinds of organizations, Lucid Advertising has amassed a portfolio of case studies that illustrate the transformative power of quality content. For example, the women’s health clinic, the Coyle Institute, was struggling to attract new patients before partnering with Lucid for a comprehensive digital marketing campaign. Through a targeted content marketing strategy, among other measures, Lucid led the Coyle Institute to a new patient conversion rate of 33% and an 800% increase in total patient appointments.

Connecting With Your Audience

Effective communication with your target consumers begins with understanding their specific and unique wants and needs. Through skillful audience analysis, you can tailor content appropriately. Lucid Advertising’s content writing services are based on relevant demographic insights and their tactical application.

After getting to know your brand, products and services, specific goals, and target audience, the Lucid team crafts quality content strategically designed to connect with that audience. This might mean attracting new leads, creating loyal customers and other measures.

The Economics of Content: Measuring ROI

Like any business investment, your quality content marketing outreach should generate a desired return on investment (ROI). Fortunately, there are many different tools for evaluating content effectiveness online: website analytics tools (Google Analytics and Crazy Egg), online advertising analytics tools (Google Ads and AdRoll) and social media analytics tools (Hootsuite and Buffer).

Because they are generally quite complex, the quality content marketing strategies and measurement tools detailed above are best used by skilled and experienced professionals. Contact Lucid today for more information about the critical role that quality content generation can play in a comprehensive digital marketing and brand management campaign.