Coming up with content ideas is hard—but constantly coming up with new ideas is even harder. But what if you didn’t need more ideas? In this guide, I’ll show you how you can stretch one idea into a full digital marketing campaign.
STEP 1: Pick ONE Clear Concept for Your Marketing Campaign
Pick one focused, specific idea that your company wants to promote. Is it an event, a new product, your brand’s core values, or something else? This concept will be the north star for your campaign, guiding the rest of your decisions.
A strong idea is something that’s interesting or different, specific, and/or relatable to your audience. This is what makes people stop scrolling and start paying attention.
STEP 2: Define Your Goal
Defining a goal means asking your team: What do we want to accomplish by sharing this message?
There are many goals you could set, like receiving more social media engagement, collecting signups for an event, or increasing sales. I recommend using the SMART method when drafting a goal: Specific, Measurable, Actionable, Relevant, and Time-bound.
STEP 3: Know Your Audience
Your business’ overall audience may vary among demographics (age, gender, income, etc.) and psychographics (beliefs, hobbies, etc.). However, wanting everyone to resonate with your message is less effective than honing in on a particular group of people, which is called targeting.
Figure out which group of people, called a target market, you especially want to hear your message. Once the target market is decided, it will help you tailor your messaging to best resonate with that audience during the next step.
STEP 4: Build Your Campaign Theme
This is the stage that focuses on the creative execution of your marketing campaign. With the knowledge of who your target market is, you should decide:
- Mood/Tone: While keeping your campaign’s purpose in mind, choose a tone that creates a feeling your target audience will connect with. If your audience is business professionals, you might want to use a more informational and polished tone in your messaging.
- Voice: You want to keep your brand’s identity intact, however it is good to incorporate language that your target market is familiar with and aligns with their interests, so the message is easier to understand.
- Platforms: Meet the consumer where they are. For example, Gen Z frequently uses Instagram and TikTok, so it makes sense to post there as opposed to Facebook, a platform Gen Z rarely uses.
- Content Format(s): Do a little research on what keeps your target market engaged. Is it short videos, eye-catching photos, or informational emails? And which format(s) make sense on the platforms you plan to reach your audience with? Using the right method(s) helps capture your audience’s attention and even get more engagement.
STEP 5: Repurpose, Don’t Restart
Your business can work smarter by maximizing what you have already created. When you repurpose content, you adapt the media you have into multiple formats such as reels, photo carousels, stories, or even email content.
This approach allows you to use one piece of media to communicate different messages and reach new audiences, while also aligning with their preferred content formats. It also saves time and money by reducing the need to constantly create new content.
However, make sure you are not frequently reusing the same media, as repeated exposure can make your content feel repetitive and less engaging.
STEP 6: Create a Content Calendar
Content calendars help you keep track of when you are posting about your marketing campaign, as opposed to other content you may want to post. You can organize details such as the content type, platform, date, and time of each post.
Tools like Google Calendar are especially useful, since you can update it in real time and plan content as far in advance as needed. Plus, it’s free with a Gmail account! More resources for a content calendar can be in this previous Voice Z Digital blog post.
Some important moments to include in your content calendar could be:
- Campaign Teaser: Give your audience a glimpse into your upcoming event, sale, or product launch with a post that intrigues interest while not giving too much information away.
- Launch: Clearly introduce what your teaser hinted at, sharing important details about the announcement.
- Build-Up: Keep the momentum going with interactive content that get consumers engaged and invested with your recent announcement.
- Reminders: Create some urgency with your audience to act with “last chance” or “3 days left…” posts and story countdown stickers.
Setting a clear timeline ensures your campaign is organized and builds momentum over time, rather than relying on last-minute content. It also prevents overwhelming your audience by spacing out posts more strategically.
STEP 7: Measure What Worked
You can measure your content’s performance by reviewing your platform’s analytics dashboard. One important social media metric to consider is engagement, which includes the number of likes, comments, and shares a post receives.
For email campaigns, key metrics include open rate, which shows how many people opened your email, and click-through rate, which indicates how many people clicked a link you placed within the email.
When evaluating performance, focus on the metrics that align with the goal you established in Step 2. From there you can identify what performed best, what did not resonate as much with your audience, and what changes you could make to improve future campaigns.
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