Tips and Strategies for Production and Publication of Digital Content

We know that we need to publish quality content on companies' communication channels, whether on websites or social networks such as Instagram, Facebook, Youtube and LinkedIn. But what should I publish, how often, with what purpose?

Article written by Stevão Pacheco - Journalist, specialized in Corporate Marketing with Post-Graduation in Multiplatform Audiovisual Production, creator of Agência Action Creative Studio, with 19 years of career.

Next, we will use a case from the company "N" to talk about this topic, with tips that you can adapt and apply in your business.

"In the world of convergence where the internet and digital become the focus of marketing strategies in companies, the integration of traditional and new media also happens, in addition to consumers becoming content generators and opinion makers". (JENKINS, 2008).

With 78% of Brazilians using the internet up to 3x more on mobile devices (17-30 years old), compared to the desktop, users start to leave a constant digital trail, allowing the analysis of metrics in real time (speed , reactivity, monitoring, agility, reach and interactivity).

These data, when analyzed by tools such as KPI, CTR, CPA, CPC and ROI, allow an increase in market segmentation, that is, companies can develop specific products and services for each segment/audience profile, creating products and services that the customer needs, because he is "ready to buy", dispensing with the sales effort, practiced in the unidirectional marketing of the 50's, in the USA.

"Who defines what will be offered to the market is the market itself" (KOTLER, 2002).

The N brand, as it is a company already established in the market, to define an assertive strategy, information must be sought in the CRM - Customer Relationship Management to obtain details about the market, product, sales, etc., in order to obtain the profile of the customers (female and male), consumers of each product in the catalogue, to define the Buyer Persona - profile of the interested public, to know what this persona needs and create an assertive strategy to deliver a perfect solution for their needs . (SEBRAE, 2021, p. 14).

"In this universe of information and multiple customer profiles, the long tail hypersegmentation strategy can be used". (ANDERSON, 2006)

Carrying out a detailed market survey analyzing competitors of different sizes, as well as their products and services, also knowing the profile of its customers, is essential for Empresa N to position itself appropriately in the market, outlining assertive strategies to go where your customer is.

One way to find these customers and sell products or services - which are already in the online catalog (with a focus on the female audience or which will be developed, the male line), inserted within the company N's website, is through the segmentation of keywords that direct you to a page on the company's website, a blog with relevant content (videos, photos, texts, arts), containing quality material, with consumer experiences, about what the product delivers and how to use it to "living better", articles, testimonials, etc.

Each content will be connected to the product or service page of the website (already existing), through hyperlinks, using the techniques of SEO - Search Engine Optimization (optimization for search engines for website ranking ), through inbound marketing content production techniques.

In addition to SEO, the SEM - Search Engine Marketing should be used, defining a strategic budget, daily, weekly and monthly, for each segment and product, to boost the ranking of the company's website N for the specific target audience (which must be defined in advance for both SEO and SEM).

Simultaneously, a content plan will be created for publication on social media - Instagram and Facebook, with relevant content and paid campaigns (Facebook ADS and Instagram ADS).

In addition to the production of specific posts, videos and stories for each product, which will have links to the blog/site of the products or specific campaigns, social media platforms will be used for customer relationship, such as social customer service, in which Questions will be resolved in a humane and transparent manner.

Humanized interaction generates proximity to the target audience (opinion makers) and also makes it possible to receive feedback from customers about each product or service offered by company N, to support future decision-making, such as launching new products or implementing improvements in current.

The use of data analysis and metrics tools, such as Analytics, is essential to monitor the results of online campaigns, to support decision-making and changes of strategy to ensure that marketing actions obtain an excellent result and the company achieves digital visibility and, consecutively, the desired revenue.

#dicasdeposts #estratégiaderedesocial #PublicaçãodeConteúdoDigital #Comunicação #Marketing #MarketingDigital #Estratégia #ArtigoAcadêmico #ComunicaçãoCorporativa #MídiasSociais #ConquistarClientes #Negócios #Business #AumentarFaturamento #ProduçãodeConteúdo #InboundMarketing #SEO #SEM #FacebookADS #InstagraADS