Best Practices for Updating Your Agency’s Content Marketing Plan

  • Date Published
  • Categories Blog
  • Reading Time 5-Minute Read

Even digital agencies need to reevaluate their content marketing plans occasionally to attract new clients, and build an audience around their brand.

Many digital agencies already understand content marketing, but since the environment online changes rapidly, you need to adapt your content marketing. Here are some simple best practices to integrate into your ever-evolving content strategy.

Always Consider Your Audience, and Make Content for Them

When updating your content marketing strategy, reconsider who your audience is, and how they have changed since you began content marketing. Create content that addresses their current passions, beliefs, or desires to keep your content fresh and engaging.

Use a data-driven approach, to understand your audience. This means assessing past key performance indicators (KPIs) on a graph to see the changes. Is your site traffic down? Average time on site going up? Percentage of repeat visitors going down? Viewing the data graphically is an easy way to better understand where you need to improve.

Google Analytics is a great, simple, tool to analyze your site’s/pages’ performance and will help you assess the impact of your content strategy.

Build a Relationship With Your Audience (And Listen to Them)

Studying and researching your audience like they’re some sort of exotic animal is a good first step. The goal, though, is to understand them on a deeper level. You need a true understanding of who they are and what they want in order to effectively market to them. The best way to understand them is to listen to them, and build a relationship with them.

The simplest method of communication between your digital agency and your audience is to add a comment section to your blog posts (and maybe even a community forum). A comment section will enable your audience to directly, and immediately, give their thoughts. The author can respond to comments, which shows the audience that they’re being heard. Other channels of communication are social media sites such as Twitter, Facebook, and Instagram—typically on posts and content you share.

One (or two) final points on the topic of relationship-building is to be honest in your communicative “voice,” and to utilize humor if that’s part of the author’s personality. One of the worst things brands do is create content that lacks personality. The content may be informative, but if it’s not interesting to read, as well, then there’s a high likelihood that your audience won’t want to read the content because of this. Finding your voice may be hard in the beginning, but it is a process that requires one thing, honesty with yourself. Write the content pieces that both align with your digital agency’s goals, and your personal interests, and your content and audience will be better off for it.

Consider Utilizing Other Forms of Content

If you’ve only been creating one form of content, such as written articles, and you haven’t been getting the traction you desire, it may be time to switch up the forms of content you produce. These days, video (recorded and live streamed) content is the most commonly consumed form of content. For some market segments, articles are seen as either too slow or too dry, whereas videos/livestreams show the personalities of the people behind the content.

Video content can take many forms, such as podcasts, webinars, scripted videos or even shorts. Much of this video content is consumed on YouTube, Twitter, Instagram or TikTok, as these sites are either solely focused on video content publishing, or if not, they have extensive video content features. Consider which platform works best for you, and your content, as well as where your desired potential audience exists.

Live streaming is an even easier (albeit more intimidating) form of video content as it can be valuable due to its direct live nature, while clips and highlights from the livestream can still be uploaded to secondary video platforms such as YouTube, Twitter, Facebook, or Instagram. The best sites for live streaming content these days are Twitch, and YouTube Live.

Cross-Share Your Content on Other Platforms

As discussed before, sharing content on social media platforms is one of the best methods of getting your content seen by those who it resonates with. Sharing your content across many platforms is fairly simple to do, but understanding the limitations of each platform and the formats they support will help you in sharing your content in the most organic ways.

Stay Creative

The most important thing to remember when creating content is to stay creative. Have fun creating your content and think outside the box about ways to attract new and old audiences alike. Enjoy what you’re creating, and that joy is likely to infect those who view your content, enhancing their experience and fulfilling your goals.

Share Your Content on TDA

If you’re interested in showing off your digital agency’s content on another platform, feel free to join TDA today and share that content with a new audience. And, if you’d like to learn more about content marketing, check out our article 7 Signs Your Content Marketing Strategy Needs Improvement.