Diving into a digital marketing campaign has many drawbacks that will prevent your company from achieving its online goals. You will struggle to engage on social media, will have an insufficient landing page for your PPC presence and will not have your site optimised to be found on search engines.
But one less documented detriment to not taking your time strategising before implementing digital marketing, is not having enough content to be compatible to the stages of your users buying cycle. Creating a back catalogue of blog articles, whitepapers, downloadable PDF’s and slideshare presentations means that, through all of your digital marketing efforts, you can adapt your communication with users depending upon their brand or industry knowledge.
If you spot someone on LinkedIn asking after information about a service that your company can actually provide for them, linking them to a case study is a great way of reassuring them that you are the right company to use. If you are setting up a PPC campaign aimed at attracting people at the ‘awareness’ stage of the cycle, you can create a landing page with a whitepaper and downloadable PDF to provide more in depth information. If you are looking to build brand awareness through social media, an established blog library will make engaging much simpler, streamlined and productive.
Before you open up a Twitter account, register with Google AdWords or sign-up to Campaign Monitor make sure you have an extensive content library. Content marketing is the best way to meet your clients on their level.