6 Ways to Incorporate Content into Your Digital Transformation Process

More and more companies experiment and implement digital technology to improve their businesses and ensure growth. What many fail to realize is that the first step to digital transformation is actually transforming their content strategies. 

This article was crafted to help you make sense of the connection of content to the digital transformation process. After reading, you’ll learn the best hands-on ways you can incorporate content into your digital transformation efforts. 

What is the digital transformation process?

Digital transformation implies a process of integrating digital technology into different business aspects to improve or renovate existing services. When employed correctly, digital transformation can bring fundamental changes to the ways your business operates. Also, it has the potential to transform your corporate culture, customer experiences, and business operations. 

Why does digital transformation matter? 

Digitizing existing services is not the same as implementing a digital transformation, though. Digital transformation is a process of enabling strategic and planned organizational change with the help of technology.

So, why would you want to start a digital transformation in the first place? After all, why fix something if it isn’t broken? The answer is long-term benefits. 

Replacing manual and often slow processes with easier and more efficient automated alternatives will benefit your business in the long run. Besides improved efficiency, you will be able to improve customer experiences, and consequently increase your profits. 

How to incorporate content into your digital transformation process? 

Content is central to digital transformation processes. If you’re looking to improve your content to fit into your digital transformation process, this list is a great start. We’ve gathered the best six ways to incorporate content into your digital transformation process. 

Put your customers’ needs in front 

A common mistake many professionals make is pouring all of their resources into the tools and technology they think they need. The problem with this approach is that it lacks the customer perspective. 

Make sure to put your customers’ needs in front when incorporating content into your digital transformation process. Get to know your audience, their needs, pain points, and knowledge gaps. Then, use this information to create the content your audience actually wants. 

Keep track of the metrics to measure the performance and effectiveness of your content efforts. Make sure you measure traffic, ROI, social shares, customer retention, CTR, and other key performance indicators

Evaluate your content strategy 

Put your content in the center of your digital transformation efforts. Here’s what many professionals fail to realize when they start their digital transformation process – if you keep putting the same old content into the new technology, you’re not going to end up transforming much. 

If you want to actually transform your business, start with evaluating and adjusting your content strategy. Following these tips will help you assess your content strategy and bring in the change you need for digital transformation. 

  • Start with technical content analysis. Evaluate URLs, taxonomy, crawlability, and metadata. 
  • Evaluate your SEO practices. Use digital tools to uncover all of the keywords related to your product or industry, and then create keyword-rich content pieces. 
  • Assess your social media content. Are you leveraging the power of social media to its fullest potential? 
  • Assign each content piece with a grade based on the quality and campaign’s objectives. Keep track of the content quality score, evaluate each individual content piece, and the overall campaigns. 

Inspire collaboration between departments 

    Digital transformation starts with empowering teams with opportunities for collaboration and responsive data-driven strategies. 

    For many companies, the content creation process happens in a vacuum. Assigning a content team that is responsible for all content production is a typical scenario that happens in companies throughout all industries. 

    If you want to improve your content game and make it a part of the overall digital transformation process, partnership and collaboration are key. Have different professionals from different departments work on your content pieces. You’ll be surprised to learn that most of them have something of value to contribute. This diversity of ideas should be the basis of your content strategy. 

    Create relevant content pieces for each stage of the sales funnel

    Deliver the right content to the right audience at the right time. Make sure to understand your customers’ journey and their knowledge gaps corresponding to each stage of the sales funnel. This way, you will be able to anticipate the content they’re looking for on every stage. 

    Besides choosing the relevant topics and channels, consider the format and structure of your content. Experts from Ivory Research suggest that identifying relevant formats and structures will help you answer the audience’s questions, nurture their opinions, and ultimately convert more leads into paying customers.

    Become an authority in your industry 

    Creating relevant and helpful content is the right way to build a long-lasting relationship with your audience that is built on trust. Establish your brand as an authority in your field by tailoring meaningful and valuable content. 

    Create research-based and credible content pieces. This way, users will start turning to you for answers as they’ll perceive you as a reliable source of information and a leader in the industry. 

    Priming your content 

    When you think about it, every department of your company, from product development to sales and marketing, is affected by the content. For that reason, you must acknowledge how content contributes to all processes happening within your organization, and identify whether it’s ready to play the central part in your digital transformation process. 

    Use this content maturity model to identify whether your content is ready to be placed at the heart of your digital transformation efforts. Make sure all of your content matches the characteristics of strategic content. This means that all of the content pieces you produce should be recognized for their complexity and the impact on user experiences. 

    As you make your way to creating fully strategic content experiences for your market, focus on building understanding with your audience. Customer experiences must be central in all the decisions you make on media, tools, communication channels, and technology you implement. 

    Wrap up 

    Changes can take us personally and professionally further away from what we know and understand. Yet, changes remain the most powerful drivers of progress and growth. 

    This principle is particularly important as you make changes to your content strategy within the digital transformation process. Even though changing is sometimes uncomfortable, it can result in the advancements your business has never experienced before. 

    To ensure your business’ growth, let’s wrap up what you’ve learned today about digital and content transformation. 

    • Digital transformation is highly beneficial in the long run. 
    • Digital transformation starts with the reevaluation of your content strategy. 
    • Put your customers’ needs, desires, and knowledge gap in the center of your content strategy. 
    • Constantly evaluate your content efforts and search for the areas that need improvement. 
    • Ensure your content strategy is communicated across all departments. 
    • Create opportunities for professionals from different departments to contribute to the content creation process. 
    • Identify customers’ needs during each stage of the sales funnel and deliver relevant and tailored content pieces corresponding to each one of the stages. 
    • Create research-based content to become a leader in your industry. 
    • Use the content maturity model to identify whether your content is ready to be placed in the heart of the digital transformation process. 

     

    10 Content Marketing Mistakes Sabotaging Sales

    Did you know that content marketing efforts cost 62% less than traditional marketing and produce 3 times as many leads? Given the numbers, there is no wonder so many entrepreneurs use content marketing to their advantage. It has the potential to generate leads, convert more prospects into customers, and drive more sales. 

    Creating a content marketing strategy can involve some trial and error. A poorly-developed strategy can sabotage your sales. That’s why you want to make sure to follow the best content marketing practices. 

    As we all know, learning from others’ mistakes minimizes the risk of us running into the very same failures. To help you improve the trial and error process, we’ve gathered the top 10 sales-sabotaging content marketing mistakes you should avoid. 

    Sacrificing quality over quantity 

    Content bombing is a sign of a poorly developed content marketing strategy. Publishing five new daily uninformative blog posts won’t bring you the results you wish for. Instead, it will annoy and drive away your audience. 

    Instead of screaming for attention, offer your help. Compelling content will help establish your brand as an expert in the field. When people see how professional and competent you are in your industry, they trust you more. As a result, you will get a spectrum of potential customers and buyers. 

    Not including a call to action 

    Not including a strong call to action (CTA) is another common mistake sabotaging sales. When users land on your website, they need your guidance on what’s next. If you fail to provide further instruction, the newcomers simply have no motivation to move further into the sales process. 

    Include relevant CTAs in your blog posts, social media posts, and emails. When you add a simple CTA, like “Join today”, “Read more”, or “Add to cart”, there is no confusion around what is the next step. 

    Leaving out user-generated content 

    By definition, user-generated content (UGC) is any brand-related content (from testimonials to memes and fan videos) that has been created and posted by social media users. Statistically, UGC proves to be amazingly effective. Studies show that 86% of Millenials say that UGC indicates a high brand quality. Moreover, 90% of shoppers buying decisions are influenced by UGC. 

    Among marketers, it’s common to oversee the importance and effectiveness of UGC. Don’t make the same mistake and use the benefits of it to your advantage. Encourage your customers to post their take on your product on social media. You can run social media contests, and require entrants to post a photo of your product with a branded hashtag. This will help you increase engagement, build brand awareness and credibility, and, as a result, drive more sales. 

    Overlooking the four steps of the buying cycle 

    Not understanding the stages of the buying cycle is another mistake that can cost you sales. To avoid it, let’s learn more about the first four stages of the buying cycle. 

    Awareness. The prospects understand they have a problem that needs to be solved and start looking for solutions. 

    Consideration. The prospects clearly define their problem and continue searching for solutions and consider different options. 

    Intent. The prospects oppose different alternatives against each other and intent to make a purchase. 

    Purchase. The prospects are turning into paying customers as they make a purchase. 

    Different types of content are relevant for each part of the sales funnel. To buy from you, prospects need to understand what they’re buying. During the awareness stage, create blogs, videos, and social media posts to give prospects enough information about your product/service. During the consideration stage, you want to provide more free content, like how-to guides and webinars. When prospects are intending to buy from you, give them a little confidence by offering free trials, samples, or product demonstrations. If prospects did make a purchase, send a thank you email to let them know how much you appreciate them buying from you. 

    Failing to consider the target audience

    Failing to consider your target audience will result in low engagement and poor sales. If you want your content marketing strategy to succeed, you must take your time to identify and research your audience. 

    Think of your target audience as real people with real problems. Research them to develop client personas. This will help you identify customers’ pain points, needs, expectations, and knowledge gaps. Then, use these insights into customer behavior to tailor more personalized content. 

    Hard selling 

    When building a relationship with your audience, sharing useful information is king over hard selling. Your content marketing efforts should be all about sharing useful information that will educate your prospective customers. 

    Create a content library with helpful information addressing customer pain points and knowledge gaps. Avoid being too salesy as you craft your content pieces, as this can result in prospects leaving you for someone more informative and less commercial. 

    Not reusing content 

    Not reusing your content pieces is another common content marketing mistake. Ensure the content you create is universal and can be reused in the future. For example, you can adjust content pieces to reshare them on social media. 

    Also, it’s important to keep your blog posts current. Make sure to update your content pieces with relevant information to keep them up to date. This way, you don’t have to create new blogs every time, as you will be able to update some of your existing copies. 

    Sometimes, it’s useful to delegate some of your responsibilities to professionals. If you’re struggling to create reusable content, use dedicated writing and grammar services, like Grammarly and Essay Tigers, to improve the quality of your pieces. 

    Failing to create mobile-friendly content 

    When it comes to user satisfaction, responsive design is everything. In fact, 57% of users say they wouldn’t recommend a brand with a poorly designed mobile website. If you want your prospects to actually examine your content pieces, they must be mobile-friendly. 

    All of your content must be displayed properly across all devices and browsers. If you create an explainer video, viewers with all kinds of smartphones must be able to watch it. If you’re launching a blog section on your website, your copies must be aligned concerning various screen dimensions and browsers. 

    Relying entirely on text 

    Oftentimes, marketers make a huge mistake when putting text in a center of their content strategy. However, what they fail to realize is that humans are biologically more predisposed to visual information. In fact, human brains process visual information 60,000 times faster than text.  

    You can increase engagement by adding visual elements to existing content. Add relevant images and videos to grab customers’ attention. 

    Overlooking the importance of gathering data 

    Your content marketing strategy is destined to fail if you don’t know how to measure its performance. Gather and evaluate data to identify which content pieces are performing better than others. Use this information to adjust your content strategy and make further improvements. Use the following metrics to keep track of your performance: 

    • Traffic 
    • Social shares 
    • Click-through-rate 
    • Customer retention 
    • Post engagement 
    • Backlinks 
    • Time on page 
    • Bounce rate 

    Besides monitoring the content marketing metrics, employ A/B testing to identify which content pieces resonate better with your audience. 

    Final thoughts 

    Content marketing is absolutely crucial if you want to drive and maintain high sales. When creating your content pieces, make the customers’ experiences central. All marketing textbooks and publications tell you to aim for the target audience. However, the quality of your customer engagement is more than just a number. To resonate with actual people (who are the real people with real problems) and encourage more sales, your content must be relevant, current, and specific to their pain points and knowledge gaps. 

     

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    The Mystery of Google. Solved.

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    We call it the DBL AUTHORITY TRIANGLE.

    We’re conducting an in-depth training session on this in which we’ll expand on this topic plus:

    • What Google wants to see in 2018 and beyond
    • The strategy behind ours and our clients’ Traffic and Ranking
    • The ‘Gold Mine’ Strategy
    • The ‘Fill in the Gaps’ Strategy
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    Here’s the deal:

    We want to see you on this LIVE – click on the below time slot that works for you:

    Webinar Timings:

    Wednesday, December 27, 2017

    11:00 AM GMT | 3:00 PM UAE | 4:30 PM IST

    But you have to hurry, we only have a limited number of spaces available. This webinar is going to be JAM PACKED with awesome, groundbreaking strategies, so this is not something you want to miss!

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