dispatches from a digital marketer

Whenever beginning a digital marketing program, it is fundamental to address the content for that program as a strategic asset. Content, that which is available at the initial stage of the program’s creation, or that that will be needed to be created in order to complete the program, determines largely the scope, efficiency and effectiveness of the program. To address content as a strategic asset:

1. Conduct a formal content assessment.  What content will be needed, in what format, how frequently will new or additional content be required. It will be helpful to recognize that in most digital marketing program, you are acting as a publishers.  Whether it is an email program, a social media program, an online advertising campaign, all are dependent on the availability and quality of content.
2. Audit the content you have.  Recognize some or much of the content you already have will need to be maximized for the program.  For efficiency and expense sake, knowing what format the content is in and what format you will need for the campaign will help you to project costs and delivery times.
3. Sourcing new content. Virtually every digital marketing program will require new or additional content.  Identifying from the start what that content requirement is, where that additional content can be found, in what format, etc. will save time and expense.
4. Think and act like a publisher. By approaching the program is if you are a publisher, the role of content, content management and scheduling will seem to more intuitive.  And as a publisher, the content requirement over time will be supported by use of an editorial calendar, and the content acquisition and management needed to sustain that.

So consider content as a strategic asset when developing a digital marketing program, and the program will develop more smoothly at its creation and efficiently as it matures.