Ever since Google introduced the Panda and Penguin updates, companies have been clamoring to publish content in hopes to improve ranking and engagement with customers.

It is impossible to navigate the internet today without being hit by ‘to do lists’, ‘how-to’s, and ‘top 10 lists’. But are brands simply creating a digital landfill of content that no one is reading?

The answer depends on how you go about the creation of digital content in the first place. 

Before creating digital content, you must answer three quick questions: 

1. Do you have a digital content strategy?

As obvious as it seems that brands need to have a content strategy.  Indeed, it is a surprise to hear 50% of digital marketers do not have a content strategy.

Without a clear strategy, brands are pouring hundreds and thousands of dollars into creating a digital content landfill.

Not only should brands have a content strategy, it should also be closely aligned with brand and sales objectives depending on the goals that the strategy is aiming to achieve. 

2. Who is the content being created for?

For content to stick your brands really need to know the target consumer inside out. Successful brands spend millions on segmentation studies and understanding the target consumer.

Once you know who the content is being created for, the next step is to understand ‘what’ are these consumers looking for – research, in-depth understanding of product features, and product comparisons.

Creating content that addresses ‘specific’ pain points is what draws consumers in. Talk to your marketing and sales teams – understand the gaps in the sales cycle and future plans to direct your content strategy to fill in those gaps. 

3. Does the content adapt itself or is it static?

Consumer websites such as the Gilt Groupe have been creating websites and content that automatically adapt to the consumer, so users doesn’t see everything.

Customers only see what is relevant to them – promotions, blogs, research, incentives etc. This builds a bridge for deeper engagement and higher conversion rates. This is another outgrowth of deep insight and understanding of your audience. Thus creating adaptive content keeps your content fresh and relevant.

Rather than just shouting about your services and value to a visitor, think about the problem facing them at the moment. Again, you may need to ask visitors outright what they’re looking for or what issue they are seeking to resolve.

Next, list every step down to the smallest detail that the visitor must take to overcome that problem. Then, think about what content resources you can create to remove a step or make a step easier to complete.

If you’re a B2B company that is selling software a visitor comes to your site because he is looking for a new CMS platform that will make his job easier.

What are the steps he needs to take? Chances are that his first step will not be to buy your software. The first step is likely to be research, gather compelling data, and convince higher-ups to make room in the budget for a CMS upgrade.

How can you help him achieve this objective? Your content should focus on providing data, industry comparisons, spec sheets, and case studies and testimonials he needs right out of the gate.

The bottom line, there are no shortcuts to creating great content marketing. It takes ongoing insight, creativity, targeting, and analytics. If done right, your content will stick and generate sales. If done wrong, it will land up in the digital content landfill with everything else.


Published 15 May, 2015 by Mitch Duckler

Mitch Duckler is Managing Partner at FullSurge and a contributor to Econsultancy. You can connect with Mitch on Twitter or LinkedIn

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Comments (6)

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Akshay Gupta, CEO at Gupta's Hospital

Absolutely, there should be a Content Marketing Strategy to target a particular set of people with different set of interests... Here is a company which was helped me define a good content marketing strategy for my Hospital its www.xpedientdigital.in

I am really satisfied with there service and would definitely recommend them to anyone for the Content Marketing strategy they developed for me to easily achieve my targets in given timeframe...

over 3 years ago

Serene Wakelin

Serene Wakelin, Administrator at Elastic Email

This was a great quick read to help get re-focused when creating content, I particularly liked:

"Rather than just shouting about your services and value to a visitor, think about the problem facing them at the moment. Again, you may need to ask visitors outright what they’re looking for or what issue they are seeking to resolve."

It seems straightforward, but sometimes I think it's easy to forget how best to help your customers, rather than just asking them to help themselves.

over 3 years ago

Graham Carroll

Graham Carroll, Director at The Friday Agency

Nice post Mitch.

Adaptive content will be a key development. Many brands still have a lot of work to do in correctly planning to put the right content in front of their customers, but combining it with technology such as adaptive will really set them apart.

over 3 years ago


Gary Lillistone, Client Services at New World PR

Could I just add my thoughts to your last point, Mitch, about content sticking around and generating sales - and that it is poor content that will fill up the content bucket/landfill.

I think it could be a combination of the two! Poor and good, as well as successful former digital campaigns that fill the bucket.

The fact of the matter is in a highly dynamic/competitive environment large enterprises have teams of people - content editors/marketing creatives - creating copy/designs and campaigns through their various channels. They are working so fast these days, to make sure it is correct, is compliant, meets rules, regulations and standards - and keeping up with the competition - that they are not thinking about, or being thorough in deleting old campaigns. Legacy material is hanging around and getting larger and larger. It will get to the point for some big organisations of using lots of manual resource, or automation technology software, to identify the old material; find out where it is located in the world and where it is hosted, to take all of the outdated material down.

Overall, I believe digital marketing campaigns that are not good and not generating sales are pretty well updated or just taken down. I think it is mostly the good ones that are filling the bucket/landfill. Just my impression!

over 3 years ago


ravi yes, marketer at digital

its very nice post mitcher. today content marketing strategy must have to follow. thanks a lot for sharing this with us.

11 months ago


James Peterson, Marketing Manager at ADing

Mitch, very interesting & required post on content strategy. Every company giving more importance creating content strategy after google's panda and penguin update. We are looking forward kind of same posts from your end. https://ading.xyz/

3 months ago

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