Author: Marvin Duval
Date: March 2018
Author: Marvin Duval
Date: March 2018
The overall mindset I want you to have before sinking your teeth in this article is; Be curious about all the stakeholders. The client. The media agency. Perhaps the research agency and CRM department (should they be involved in this effort). All of them have extremely valuable information to make your digital content plan a success. Get to know everyone and don’t be afraid to ask them questions. What is each individual’s goal in this campaign and how can their goals contribute to yours and the overall campaign objective? So… How do you create a digital content plan that will definitely impress your client?
The digital media agency (provides insight into digital behavior such as from search, social or browsing behavior)
For example; a 6 second Youtube bumper ad, even though extremely short in duration, is a very affordable tool to reach a large amount of people. A Facebook canvas ad, even though labor intensive when it comes to creative production, is a very useful format in order to get your audience to digest more in depth, detailed information of a product. To be able to understand which channels and formats will contribute the most to your plan, you need to have a good relationship with your digital media agency. Or more specific; the digital media channel experts.
Example of an image A-B test:
May provide insight into wether or not your audience has a gender preference.
Example of a copy A-B test:
Provides insight into how to best phrase an offer in order to achieve sales.
Here’s a summary of what you can test in the digital channels:
And much, much more.
I have taken the liberty to illustrate the difference of a standard digital content plan versus a more sophisticated digital content system:
Standard content plan:
More sophisticated content system:
So, there you have it! My 5 Steps that will enable you to create a digital content plan guaranteed to impress your client! I am a strong advocate of trying to encourage creative agencies to seek out and work together with various other agencies and experts within the digital marketing ecosystem. I’m hoping the information I shared will give you the inspiration to seek out collaborations that will enrich your content plan with perhaps award winning innovations! Feel free to contact us for more information!
This is an non-necessary category.