Are you looking for an easy way to develop a digital content strategy for a new client? Follow this step-by-step guide or strategy to learn how to effectively create a digital content strategy for a new client. The steps discussed here are focused on automotive dealerships as clients; however, you can easily apply this process to any industry.
Step 1: Define your Goal
Begin with defining your goal for the new client. In the automotive industry, clients want to drive conversions and generate leads to their brick and mortar store. Keeping these two primary factors in mind will help you along every step of creating a digital content strategy. When defining your goal, there are two important elements to focus on: conducting preliminary research, and building a client profile.
Conduct Preliminary Research
Gathering necessary preliminary information about your client will help build the foundation for a successful content strategy. For automotive clients, it is important to understand who their audience is, their most popular models, and geographical areas they want to target. You can gather this information directly from your client, or by researching yourself.
Create a Client Profile
Knowing your client will help you better define your target audience. Consider the facts gathered from the preliminary research to gain a better understanding of who your client is, and what they do to attract consumers. For example, let’s consider a Chrysler, Jeep, Dodge, and Ram dealership located in southern California. The geographical location is important because of the warmer climate. There’s likely a difference in buyer behavior from a dealership in the Midwest.
Step 2: Audit Current Content
The next step in creating a digital content strategy for a new client is to examine the current content on the client’s site. The purpose of this step is to gauge how the website functions strictly from a content standpoint. Begin this step by thoroughly checking the site for missing or duplicate pages, and then utilize the findings to brainstorm new ideas.
Check for Missing or Duplicate Content Gaps
Pages with thin content or duplicate content can hinder the website’s performance significantly. Each page on your client’s website should have original content. Pages with no content at all are less likely to rank and generate traffic. Adding content with a proper internal linking structure and a call to action can make a big difference.
Duplicate content can prevent that specific page from ranking in Google’s search results. You can easily check for duplicate content by pasting a few sentences from the page into a search engine. If the results show websites other than your client’s, the content is duplicate. A simple page update with original content is a quick solution for increasing page performance.
After navigating through the new client’s website, you’ll have an idea of which existing pages need to be updated and optimized. To generate ideas for new landing pages, a great place to start is by browsing your client’s inventory. Once you have a few ideas, you’ll be prepared to present them to your team at the next meeting, and further implement them.
Step 3: Execute and Track
The final step in creating a digital content strategy is to execute your ideas and track their performance. Put your ideas into action by creating custom pages and updating the current content. When tracking page performance, there are a few factors to take into consideration. Engagement is important to monitor, including bounce rates, click patterns, and overall page views. You can also track which locations are generating traffic, and whether the traffic is from a mobile or desktop device. You can use these metrics to measure your success, and make improvements!
Now that you have learned how to effectively develop a digital content strategy, it’s time to get to work! Regardless of the industry you work in, you can apply these steps to wow your new clients with an effective content strategy and data-driven results. If you are interested in learning how Aronson Advertising can develop a digital content strategy for your business, get in contact with us!