Você está lutando para desenvolver uma estratégia de conteúdo digital. Como usar o raciocínio lógico para superar isso?

Identify Your Problem: Clarify your digital content strategy's main aim, be it enhancing engagement, bridging knowledge gaps, or improving online presence. Precisely identifying the issue helps concentrate your efforts effectively. Objective: Pinpoint what you intend to achieve. Challenges: Specify obstacles & their impact on goals. Measurement: Define how to track success. Zeroing in on the problem ensures you're not shooting in the dark but targeting specific goals with your content.

- Don't forget the briefing: the document needs to serve as a playbook to reach the client's digital comms KPIs and the company’s business goals, a key to deliver something truly valuable. - Obey your research results: understand the current status of the brand's digital channel ecosystem, as well as their competitors’, looking for things to maintain, improve, adjust and learn. - Deliver an editorial strategy taking into consideration the brand’s comms/mkt narrative, its main audiences, the project’s KPIs, translating it all into a comprehensive framework (1-slide/page) with content pillars well-balanced between each chosen digital channels (in volume and priority).

Not enough emphasis is given to the extent of research required in actually identifying the problem. That means investing time to investigate the issue, be it by looking at historical data, accounting data or performance metrics to nail what the actual issue is. Based on this a specific statement can be written which addresses the problem that a digital content strategy can be used to solve. Any strategy needs to be highly specific and tailored to solve one problem. The mistake is often made of clubbing various issues which can be solved by one strategy.

Content strategy should stem from identifying both the core and niche problems your audience has which your business directly solves. Content strategy stems from understanding which role your audience will appreciate if you play in their life, and not the role that you WANT to play in their lives. And hence good content is showing that you are aware of even the smallest nuances of your TG's problems, beyond just a brand who throws scientific jargons developed by a technical team. Good content is giving people a reason to follow you because you share information about what interest ls them, and not just dumping product features.

Digital content strategies should be viewed as fluid. The most effective approach is to set a templated review process and use a continuous test and learn approach. Dependent on your type of business this could be monthly or bi-annually but the analytical numbers (dwell times, reach, bounce rates) are your best measure for success.

One of the best ways to research your audience is to pretend to be them online. Create a new Instagram or TikTok account for that specific topic and search for relevant content. Engage with stuff, click on hashtags, and click through to other profiles in the space and you'll quickly start seeing your feed filled with relevant and engaging content in that space. Instant free inspo of content your target audience will care about.

1. Identify your problem. What are you trying to achieve with your digital content strategy? Are you trying to increase brand awareness, generate leads, or drive sales? Once you know what your goal is, you can start to develop a plan to achieve it. 2. Research your context. Who is your target audience? What are their needs and interests? What kind of content do they consume? The more you know about your audience, the better you can create content that resonates with them. 3. Generate your hypotheses. What kind of content do you think will help you achieve your goal? What channels should you distribute your content through? Once you have some ideas, you can start to test them out.

Research Your Context: Delve into the specifics of your audience, competitors, and industry. This step uncovers crucial insights that shape your content strategy. Audience: Understand their needs & preferences. Competitors: Analyze strengths and weaknesses. Industry: Stay updated on trends and best practices. Armed with this knowledge, you're better positioned to make content decisions that resonate with your target audience and stand out in the competitive landscape.

I actually think that understand your audience deserves a paragraph on its own. So many digital leaders focus on reacting fast forgetting who they are doing things for. Exploring the needs and expectations of your target population is essential to make sure that the content will indeed be used.

1 and 2 are inseparable, how can you identify your problem unless you know target audience, competitors, etc, etc, you literally have no idea what the real problem is, id argue that performing an iterative approach to the process and do 2 before 1, then do 2 again and so forth and so on and continue to drill down on it

Develop tentative solutions based on your research. These are educated guesses on what content strategies might work. Strategies: Brainstorm different approaches to achieve goals. Assumptions: Note expected benefits and potential risks. Testing: Outline how to validate each hypothesis. This process of hypothesizing allows for creative exploration and strategic planning, ensuring your content strategy is both innovative and grounded in logic.

brainstorm potential solutions to your problem. These are like educated guesses that can be tested. Think about different ways to reach your content goals based on your research. Consider the assumptions, advantages, and risks of each idea. Determine how you'll check if each solution works. This step lets you explore various options for your content strategy.

With a clear understanding of the problem and armed with contextual data, the next step is to generate hypotheses on how to improve your digital content strategy. Each hypothesis should be a logical proposition based on your research, aimed at addressing the identified issues. For example, if your research indicates that your target audience prefers video content over written blogs, one hypothesis could be that increasing video content will improve engagement. These hypotheses should be specific, testable, and serve as a basis for experimenting with different strategies. This systematic approach ensures that changes to your content strategy are grounded in logical reasoning and can be evaluated for effectiveness.

Although this is the third utmost step, sometimes a pain point can be diagnosed from this step - where you know what you're aiming basically but you then come up with the possible reasons and assumptions from the research and make effort to test them in later steps. Knowing the hypothesis can help you to formulate the digital strategy with some logical reasoning.

Após mergulhar na pesquisa do contexto do seu problema, o terceiro passo crítico na formulação de uma estratégia de conteúdo digital eficaz é a geração de hipóteses ou soluções potenciais. Esta fase é sobre elaborar respostas informadas e explicativas que possam ser submetidas a teste e validação. Utilizando os insights coletados, você pode começar a esboçar diversas abordagens para alcançar seus objetivos de conteúdo, considerando as premissas subjacentes, os benefícios esperados e os possíveis riscos de cada opção.

What’s great about the testing phase is you can use the same topic for different content types. Each of these can actually speak to or expand on the other. For example, write a long form downloadable content piece and split it up into three parts for separate blog articles that all link back to the longer download. Take the post important snippets and create an image carousel on social media - the last image links to the larger piece.

Test your hypotheses by conducting content experiments to measure their impact. Use methods like A/B testing, surveys, analytics, or feedback to compare different content formats, styles, messages, or channels. Evaluate how well your hypotheses perform against success criteria and analyze experiment results to validate or invalidate content ideas and learn from mistakes.

Internal testing is great but a trusted group of external customers or advisors can help you gain perspective. Customers provide our greatest source of knowledge and this is the most crucial step in making use of that knowledge.

Rather than focusing solely on information delivery, prioritize content creation that stimulates the identified emotions. This could involve storytelling, interactive experiences, or immersive multimedia content. Tailor your distribution channels and strategies to maximize emotional impact. For example, use social media platforms known for eliciting specific emotions (Eg: Instagram for inspiration, X for humor) or leverage emerging technologies like VR for immersive emotional experiences.

Avançando para o quarto passo da sua estratégia de conteúdo digital, chegamos ao momento crucial de testar as hipóteses geradas. Este passo é onde a teoria encontra a prática. Testar suas hipóteses permite verificar sua viabilidade e eficácia na realidade, fornecendo dados concretos que podem apoiar ou refutar suas suposições iniciais. A implementação de experimentos de conteúdo cuidadosamente planejados é a chave para este processo.

Conclusion might not be enough but they are evidences of an already researched formulated and tested hypothesis. By drawing healthy conclusions, you set your team to a right trajectory that has evidences and the how to go around the strategy aspects.

One of ways I look at evaluating or looking to create effective digital content strategy is by understanding how my content maximizes my bottom of funnel conversions. For example: With one of my client we found out that around 40% of leads were in middle of funnel ( hight intent towards product but low conversions as prospect is evaluating multiple parameters before going for final push ) & when we understood those factors & by generating content which fulfills that intent our conversions maximized. So efficient content strategy would be to build agile content by anticipating potential intents & fulfill it with right & relevant context leading to quality lead generation.

Chegando ao quinto passo da sua estratégia de conteúdo digital, você se encontra no estágio de avaliação e decisão. Este momento é crucial para consolidar o aprendizado adquirido através dos testes e usar esses insights para informar suas decisões finais de conteúdo. Esse processo de tirar conclusões é essencial para assegurar que a estratégia que você implementa não apenas reflita as melhores práticas e dados coletados, mas também esteja alinhada com os objetivos de sua marca.

Evaluate test results to identify the most effective content strategies and hypotheses. Document reasons and evidence supporting conclusions to facilitate clear communication and decision-making. Refine and finalize the content strategy based on conclusions drawn from experimentation and analysis.

Understand that digital content strategy is an iterative process. Use logical reasoning to analyze performance data regularly and identify areas for improvement. Adjust your strategy based on logical deductions drawn from the results you observe.

Continuously review and revise the content strategy based on performance metrics and feedback. Stay adaptable and open to adjustments to optimize content effectiveness and alignment with goals. Foster a culture of continuous improvement to ensure ongoing relevance and success in digital content initiatives.

Great ‘Step-by-Step approach’ this outlines. I’d argue that this section is a never ending loop (also of the previous steps): As you will not - as in never ever - get it right the first time, every time you need to extend, change or adapt (which is all the time) anything from team over budget to content, you need to review and revise. Good luck out there!

Las conclusiones deben ser corroboradas en caso de que haya algún error volver a la investigación, lo importante no es tener la razon sino encontrar el mejor camino de conexión con el público.

Feedback and Results Analysis: Gather feedback from various sources, including audience engagement metrics, comments, surveys, and direct communication channels. Analyze key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, and content reach. Identify patterns, trends, and areas of success or improvement based on the feedback and results.

It is important to gather user/customer feedback based on personas as digital transformation and adoption strategies are not one size fits all. It is crucial to survey, measure, and act, using the PDCA cycle.

Sabe um ferramenta/método que pode apoiar e muito esse processo? O bom e velho PDCA. Esse modelo, atualizado com o "P" mais curto, é muito eficiente em qualquer plano, teste e validação de hipóteses e ação!

O pulo do gato aqui é conhecer profundamente sua audiência. Isso significa ouvir atentamente suas necessidades, interesses e preferências. Ao entender sua audiência é possível identificar dores e desafios reais, é assim que conseguimos construir relacionamentos mais fortes e aumentar as chances de sucesso em sua estratégia de marketing digital. A estratégia é ter o foco DO cliente e não só o cliente no foco.

Always consider the behavior driven decisions. WHY did people perform that action, why SHOULD they click or engage, why WOULD they. Your content will fit a specific need in their life (entertainment, information, social, etc) and your brand helps facilitate.

Consider a digital ENGAGEMENT strategy. It's not enough to think of static content anymore. How do you create content that people interact with. You need to start to utilize all the personalization capabilities out there to really pull in eye balls and and even more so for wallets.