4 Steps for a Killer Digital Strategy

Most marketers are guessing when they create their digital strategy.

• Who is the audience?
• Where are they spending time?
• What content & messaging will resonate?
• What’s already working & not working for my competitors?

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Critical questions that underpin every aspect of our digital strategy.

Yet the current approach is…

• Rely on gut feel
• Look at social analytics
• Guess

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Here’s my 4 step framework to get those key questions answered. So can create a strategy that’s rock solid.

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Audience Whitespace

• Who is the audience?
• You already have a hypothesis.
• Refine it by finding the competitive audience gap: Which audience segment is overlooked by my competitors?

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Channel Whitespace

Where can we reach the audience? Find the intersection between:

• Where the audience hangs out
• Where we can generate the most results for the least investment (least competition)
• Where our competitors are already driving huge growth (proven results)
• Where our content and voice makes sense

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Messaging, Positioning, & Content Whitespace

How can we stand out? Find the intersection between:

• What our audience segment cares about deeply
• Positioning whitespace (based on a competitive analysis)
• What the audience is talking about (social listening)
• What they’re searching for (search trend analysis & KW research)
• What’s content they’re already consuming (themes, formats)
• How top content changes across platforms

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Growth Signals

What should our activations look like? Learn from fast growing competitors:

• Identify your fastest growing competitors
• Look at how they’re activating in the channels you care about (from step 2)
• Determine which activities are actually driving results and generating their growth

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TAKEAWAYS

Guessing sucks. Answer a few key questions about your audience and competitors… It’ll put your strategy miles ahead.

• Who is the audience?
• Where are they spending time?
• What content & messaging will resonate?
• What’s already working & not working for my competitors?

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Hey! Listen!

Want to learn how to use audience & competitive insights to create winning strategy?

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It really helps :)