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How to get the most out of digital content

Helen Mayson

Talent blog

You don’t have to be a publisher to share interesting and relevant content online. Louis Cooper from SilverDoor shares his tips for getting the best impact from your digital content

“Content is fire. Social media is gasoline” said Jay Baer. Content is the driver behind any digital marketing campaign - it’s what people engage with, it’s what people find in Google searches and it’s ultimately how customers will understand your brand. Content that’s translated through rich media makes complex information accessible. It’s necessary for business areas such as recruitment, media, b2b, customer relations, marketing etc. to be able to project their brand. This is to ensure that complex and convoluted information can be transformed into something that appeals to a wider audience. So how can a business get the most out of the content that’s available to them?

Companies need to realise that the content that already exists within their business is gold. This can be excavated on a daily basis and just needs to be translated by the right kind of people who can present in a digestible format. Social media has paved the way for distribution and opened the door to different modes of content. Now the web is overflowing with interactive media and the ever increasing challenge is to standout. Social media platforms are always going to be the quickest way for your audience to access your content, but it’s not the only way to get it out there. Encouraging user generated content is a great way of connecting your brand to its audience. Industry forums and comments on your blogs can provide unparalleled insight in to what’s being talked about within your sector.

If you get to know your audience you can build profiles categorising different people in your audience framework. Use your social media following, along with your client database, as a starting point to identify trends in people and group them for targeting. Once you know who your audience are, you can better develop relevant and resourceful content for them. The most successful content being produced right now is free and better still free from advertising. The best types look to provide value for their audience so incorporate media that helps your customers solve a problem when they don’t need your product and they will remember your brand when they do.

Visual data is processed 60,000 times faster by the brain than text and is a testament to the amount of people who are visual learners. So when creating media make it relevant, presentable, and visually aesthetic and provide value in everything you put out for successful digital content. Rich media content can take many forms such as videos, images, infographics, GIFs and much more. The most traditional forms of content, such as blogs and news articles, can integrate rich media so the audience is provided with the best of both worlds.

Louis Coooper is a PR and marketing support executive at Silverdoor

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