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As we mentioned in, the Next Wave of Digital Marketing , content marketing is every digital marketer’s secret weapon. Like influencer marketing and word of mouth, this is not a new concept. In fact, it is one of the most tried and true campaign approaches. Why, you ask? Because it is simply the telling of your brand’s story by the consumers who use it. People trust their peers to be more honest than the brand paid representative.

Despite content marketing’s long history in the marketing and advertising world, the approach to executing this type of tactic digitally is quite different.

Before we move on let’s start off by defining content marketing. Per the Content Marketing Institute.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

So, let’s put this into context. Instead of selling a product or services you are telling a story. Just like a good story solves a problem good, content marketing will show a consumer how the product or service solves their problem or adds value by narrating that through, copy, images, blogs, video and even gifs.

For more tips on telling your story with written copy in our post on The Power of Words.

So much value is added through content marketing to both the brand and the consumer. The magic and the interactive nature of digital and social media bring content to life.

What can content marketing can do for your brand?

The possibilities are endless with a good digital marketing plan . Unlike more traditional forms of advertising, digital content marketing allows a marketer to take the consumer from the start to finish of the buyer’s journey.

Ways to implement content marketing into your social media strategy.

When talking about content marketing it is important to differentiate the media from the medium, i.e., the marketing tactic versus the strategy. There are several examples of content when referring to medium, such as: infographics, photos, memes, videos, copy, websites, podcasts, the list goes on.

However, when we are referring to content marketing we are referring to using it as your strategy. Using content for telling your story provides value and solutions to a consumer or stakeholder’s problem. Taking all the moving parts and tying them together. Using all the appropriate digital channels to deliver your story.

It is important to point out that using content marketing in your digital plan requires the same planning steps as planning for a traditional marketing strategy or plan. The research and planning process is vital to success.

Where to start:

  1. Define your marketing goals as well as measures (ROI and KPI)
  2. Identify budget and timeline
  3. Research and define your target audience
  4. Identify digital platforms for reaching your desired audience
  5. Start planning how to tell your story
  6. Develop your creative
  7. Implement your plan
  8. Cultivate your community
  9. Measure your success and make adjustments

There is no single way of approaching content marketing because it is so diverse the sky is the limit!  Therefore you can use the content execution as opportunities to get creative.

As we mentioned before, content marketing gives you the opportunity of taking your consumer through their buying journey.

Buyers Journey in content marketing

Bringing it all together

The key to success is integrating great content strategy and storytelling into an overall digital communications plan. Make sure you take a campaign approach as opposed to a per medium one, just as you would a traditional advertising campaign. However, at the end of the day your content needs to tell your story, solve the consumer’s problem, or call them to action in some way. Looking to execute a digital marketing efforts? Connect with us today!

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