Organising Your Digital Marketing Campaigns – Best Practices

Poorly designed content marketing campaigns can make even the most ambitious projects crumble in a matter of second. Marketers get so caught up in trying to manage different tools and systems for multi-channel campaign delivery that they fail to recognise the most important part of this marketing mission – strategy.

Running a strategic content marketing campaign is essential for achieving business success. Period. It will change your fundamental approach to running a marketing campaign and help you stay focused on the ultimate goal.

So how can your marketing campaign benefit from a carefully designed strategic plan?

Here, we’ve researched and rounded up 10 tips how to run your campaign more efficiently and without much fuss.

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1. Develop a strategic content marketing pyramid

Content without a strategy is a dead-end street. By producing a huge amount of content without having a clear layout how to deliver your message, you are entering a vicious circle that usually ends up in a failure.

If you feel that you are lacking underlying strategy that will alleviate your headache from launching a campaign, try implementing a Curata Content marketing Pyramid. It is a framework devised to help you develop a predictable stream of successful content and coordinate your digital project management.

Also, it is an excellent solution for any planned content operation, which, as you move higher in the pyramid, becomes more effective and sustainable.

3. Create templates

Templates are a holy grail of any successful business. They are patterns for managing digital projects that help you develop a detailed content marketing plan which enhances your company’s productivity and reduces overall stress.

They both help you customise the processes according to your needs and save you a lot of time spent on building and delivering content.

There is a wide range of templates you can create but, according to Content Marketing Institute, there are a few essential ones that every marketer should use:

• Planning template
• Content questionnaire
• Buyer persona template
• Content mapping template
• Editorial calendar template
• Template for tracking keywords
• Web page template
• Social media conversion calendar template
• Facebook engagement spreadsheet template
• Sales communication template
• Editorial calendar template

Besides creating templates, you may consider investing in an efficient marketing project management software. It will help you keep a track of your tasks and manage your team with a breeze.

3. Make a market segmentation

Although many companies don’t devote too much time on market segmentation and almost take it for granted, there is much more to it than pure marketing.

Segmentation includes partitioning entire desirable market into groups of customers and prospects which have the same value and exhibit similar purchase behaviour. The market can be segmented according to the following criteria:

• Geographical (regions, cities, states)
• Demographic (age, gender, income, occupation)
• Psychographic (lifestyle, personality, values)
• Behavioural (occasions, benefits, loyalty status)

The segmentation can help you increase your profits without feeling pressured by the everyday competition on the market.

For example, if you are facing a big consumer market that is driving high costs per lead, a market segmentation based on vertical industries and product offerings where each page had a unique content targeted to the ideal customer profile can significantly decrease the cost.

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4. Create simple but effective social media marketing plan

Did you know that, according to Webbiquity, 90% of enterprises say they use social media to respond to customer needs, and, yet, 58% of consumers are disappointed with the service they received?  

It’s a common misconception that companies need to post their content anywhere and everywhere. Instead, you should spend more time evaluating each social channel you are planning to use and opt for a few adequate ones.

For example, your customers might be more open to following the brand via Twitter, while they tend to use Facebook for personal communication. Also, make sure you always choose appropriate content. Especially when it comes to something not produced by your own content team.

5. Use videos

Today’s market offers a huge selection of media channels. Sometimes, the message you are trying to convey is too complex or it needs to be in action in order to produce desirable effects.

According to some experts, we are 90% visual beings. Therefore, a video is an excellent way of explaining your ideas in great detail, in a fun, enjoyable form. It’s easy to create, it’s much more deceptive, it can go viral and it ultimately adds value to your brand.

Studies show that videos can increase purchase intent by 97%, and the number of companies who started using it is increasing every day. In other words, if you still haven’t experimented with this marketing trick, start immediately.

About The Author

Rachel McPherson

My name is Rachel McPherson and I work as a VP of Communications at Active Collab. I have recently written for well-established websites such as SEMrush, SitePoint, Webdesigner Depot and many others.