Digital content writing is a career worth pursuing. Digital content writing is a rapidly growing industry, and it’s been an increasingly competitive market. Sadly, the lack of talent has made it difficult for many digital agencies to find quality writers.
Writers who have the best chance at securing a job in this field are those who can create engaging, high-quality content that resonates with their audiences.
What is digital content?
Simply put, digital content is any content that can be accessed digitally.
Digital content is anything that can be accessed or distributed via the internet or other electronic means.
This content, also known as digital media, can include:
- Digital versions of traditional physical media such as images and documents
- Audiovisual content, such as digitally encoded music and videos
- Native digital objects such as websites, software applications, and social media posts.
Types of digital content in content marketing
In the context of content marketing, digital content describes the resources created and used as part of a company’s overall marketing strategy. Digital content commonly used in content marketing includes documents, web resources, static images, motion graphics, audio content, and interactive content types.
Let’s take a closer look at each digital marketing content type. Note that some of these categories overlap, but they are generally the essential tools in the digital content marketer’s toolbox.
The documents used in digital content marketing are designed for the screen but are often formatted to be ready for printing.
- White papers.
- White papers.
- Electronic documents.
- Reference works.
- Press releases.
These digital documents are usually distributed in PDF format, making them easy to store and share, as the name ‘portable document format’ suggests.
Most digital documents consist of a combination of formatted text, images, and brand elements. They are offline means that readers can access the information offline without distraction. In addition, a PDF file is easy to print and read as a physical document.
Marketers can use this type of digital document as a closed asset to generate leads, i.e., the person wishing to access it has to provide an email address in exchange for the source.
Although PDF files can be distributed online, they live off the web. In contrast, other types of digital media are only stored online.
- Product pages.
- Blog posts.
- Articles in online publications.
- Product reviews.
Marketers can update web content as often as needed. The latest version is always available at the same URL, unlike a static digital document, which exists as is until a new file is distributed.
In addition, content published on a website is more likely to appear in search results, making it easier for people looking for this type of digital content to find. It is also easy to share in email newsletters and social networks. Even as content evolves, the link should point to the same place.
As the saying goes, a picture is worth a thousand words, which is why graphics and photos are valuable communication tools for brands that have something to say.
Images can be integrated into digital documents or web content. But they can also be stand-alone pieces of content, stored and distributed as digital documents in PDF, JPEG, or similar formats.
Because they are static – without moving elements or sound – they can be published, printed, embedded, photographed, and distributed through a variety of channels.
The following types of static images and graphics are commonly used in content marketing:
- Digital illustrations.
- Digital photographs.
- Banner ads
Static graphics may be purely pictorial or mixed with the text.
Steps such as writing, asking questions, and filling in the gaps are visualized using adapted illustrations:
This type of digital content adds an educational element to content marketing. It is ideal for visual learners who prefer to absorb data points, processes, and other information when it is presented in an attractive, illustrated format. It also makes words and ideas much more appealing.
Marketers can use motion graphics to make visual material more dynamic and engaging. “Light, Camera, Action” content can consist of animated graphics or video clips:
- YouTube videos.
- Instagram videos and stories.
- TikTok videos.
- Animated infographics.
- Video ads.
Bright, colorful motion graphics can be ideal when you need to bring a brand message to life, show action, and convey something human or funny that is difficult to convey with other types of digital content.
Video and audio content go well together, but the audio content can also be appropriate in the context of content marketing.
Some of the types of digital content that include audio elements:
- Songs or Jingle.
- Radio advertising.
- Live broadcasts or recorded conversations.
Audio content is available on a wide range of online and traditional channels, from music streaming apps and social platforms like Clubhouse to public radio stations. Marketers can take advantage of the adaptability of sound to deliver engaging digital content wherever their target audience is likely to find it.
In addition, the musical qualities and visual presentation of audio content can help ensure brand recognition in a way that visuals and text cannot – think of the iconic jingle of a local car showroom or the unmistakable voice of your favorite thought leader.
Digital content involves a producer (the marketer) and a consumer (the audience). But it goes beyond a two-step process. In the case of interactive tools, the media consumer can actively participate in the content movement in his or her life.
The following examples of interactive content use some or all of the elements mentioned above, such as images, text, sound, and video:
- Social media posts.
- Digital maps.
- Online courses.
- Virtual reality environments.
- Photo galleries with folding captions.
- Resource centers.
- Mobile apps.
- Playful activities.
User interaction with content depends on what the content is. For example, sharing content on social media channels gives followers the opportunity to interact by liking, commenting, clicking, reposting, etc.
Choose-your-own-adventure assets, such as resource nodes or interactive photo galleries, allow viewers to choose between a limited number of activities and options. However, open opportunities such as virtual reality environments, online courses, and webinars are experiential events. They allow participants to interact directly with the material being presented, which can determine original outcomes and almost certainly offer unique experiences.
What is a digital content strategy?
Digital content strategy is a subset of overall content marketing strategy. It is a roadmap that takes into account key business and marketing objectives and articulates how digital content will be used to achieve these objectives.
A digital content strategy should address:
- Which business objectives do you support.
- Who is your target audience?
- What unique value does your content provide to your target audience?
- What type and type of content do you produce and distribute.
- How each piece of content fits into your overall digital marketing strategy.
- How you create, manage, distribute and promote your digital content.
- How you measure the success of your digital content marketing.
7 tips for creating compelling digital content that gets results
Keep the following points in mind when developing your digital content strategy:
1. Tailor your digital content solutions to your target audience.
First, content creators need to know who will consume their content, including what that audience likes and where they want to find it. Before you invest time and money in tailored content, make sure the material you create resonates with the people you want to reach.
Using detailed buyer personas and creating content maps for different stages of the sales funnel will keep you on track.
2. Scale your digital content strategy appropriately
Creating digital content can be as quick and easy as dropping a new photo into an existing template. Or, it can involve heavy lifting from multiple creative teams and a lot of logistical considerations.
Develop a digital content strategy that can be realistically supported by the time and resources you have available. Depending on the assets you want to use, you might need to outsource certain projects to a third-party content creator who brings skills, technology, and experience your team doesn’t have.
3. Develop and follow a brand style guide
Whatever type of digital content you create, brand style guides will help you maintain consistency. This resource explains what the visual identity, tone of voice, brand message, and overall look and feel should be for any new digital content.
4. Reuse existing content in different formats
It can take time and effort to come up with new ideas. If you want to start creating digital content more quickly, consider repackaging existing information in new formats. For example, you could:
- Move a podcast episode into a blog post.
- Convert a previous presentation into a downloadable eBook.
- Illustrate a step-by-step guide with a new instructional video.
This way you will get much more out of each material. You can also reach new audiences through different channels using the same brand message.
5. Put quality first when creating digital content
Digital media users are faced with an almost endless stream of content every day. The quality of your digital content is important because it is what makes your content stand out from the noise.
Instead of creating and distributing large amounts of low-quality content, focus your efforts on high-quality content that reflects the quality of your products and services.
6. Keep up with digital content trends
Keeping up with content trends does not mean that you have to use TikTok and Clubhouse just because other brands do. But it is important to understand what types of digital content are becoming more valuable to the market in general and to your target audience in particular.
For example, many consumers are increasingly turning to video format. If your team is not currently well equipped to create short and engaging video content, you can address this in your digital content strategy, for example by investing in user-friendly video editing apps or outsourcing production.
7. Measure your success
Finally, don’t forget to monitor the performance of your digital content. Select and measure content performance indicators based on the type of content and the business objectives it supports. Then adapt your strategy based on the results and how your audience interacts with the digital content you provide.
Mastering the use of digital content in your marketing strategy is not easy, so don’t forget to celebrate your success!
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