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Five Components to Strengthening Your Brand’s Digital Strategy in 2013

Stephanie Robinson | Account Leader

Now that we’re done celebrating the fact that the Mayans were wrong, it’s important to ask the question: Is my brand set up for digital success in 2013? If the answer is ‘no’, what are you waiting for?

You’ve probably already read our recent blog post about being prepared for 2013. We’ve continued on the same theme by creating some more helpful tips to get your brand in tiptop shape with five guidelines to help strengthen your brand’s digital strategy:

1. Develop a (Successful) Content Strategy.

“Everyone is a genius at least once a year. The real geniuses simply have their bright ideas closer together.” - George Christoph Lichtenberg

Do you have a strategic plan for ongoing, valuable content creation? To kick off the content strategy, think about your target audience. Identify the search intent behind the query driving them to your site; this will help you determine if you have the right content in place to satisfy them.

Break out your keyword themes into three categories:

  • Awareness
  • Consideration
  • Decision Validation

By providing content to support the consumer’s entire journey (i.e. identifying the problem, considering a solution, and validating their decision), you will be providing the consumer with valuable information during each stage of the discovery process, and also have a roadmap for the type of content you should be adding to your site.

2. Implementing Content Online: The Fresher, The Better. Fresh, continually updated content is a crucial factor in achieving credibility and visibility in search engines. Brand spanking new and interactive content influences users to share content and build back links to the site. Consider going beyond article or text content, like lists, infographics, quizzes, adding sharing options on relevant pages, and images.

3. Branded Content Creation Is Key. Branded content creation is even more important than ever before. Marketers are now reporting that 79% of their companies are shifting into branded content either at a moderate or aggressive pace. Companies reported that 52% have outsourced some portion of branded content creation in 2012.[1] Make sure that developing strong, branded content is a must for 2013 – competitors are likely already doing this!

4. Capture Search Interest on Important Non-Branded Terms. Ranking for non-branded keywords, or ones that do not contain your website’s brand name, are valuable because it allows a website to reach new visitors who are not yet familiar with your brand, or in the “awareness” stage. By achieving visibility and driving traffic for non-branded terms, you can influence the perception of consumers and drive qualified leads. If your industry has a stricter policy on mixing branded and non-branded content, consider developing a non-branded website to win on non-branded keywords as well, which will then feed your CRM system.

5. Use SEO and PPC to Saturate the Space for Branded Terms. Leverage paid search to immediately and consistently saturate the search landscape, and capture additional consumers. SEO and PPC complement each other, allowing for greater overall visibility and creating efficiencies across channels.

In some industries, such as Health Sciences, paid search is even more important now as the Medication Knowledge Panel can capture consumer attention compared to regular search results, and could take away from your branded organic results. In situations where you are battling search engine enhancements that take over the page, we recommend monitoring traffic closely and potentially increasing paid search budgets to support top-of-page positioning.

Remember, it’s all about taking a holistic approach with your brand’s digital strategy.

Better luck next time, Mayans!

[1] “The Spending Study: A Look at How Corporate America Invests in Branded Content for 2012,” by the Custom Content Council and ContentWise


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