Content is a huge part of the digital marketing picture, and keeping it consistent across your various marketing channels is one of the most vital elements here. Several tools can be used to assist you in this process, and the use of content frameworks and content pillars is especially valuable in many such settings.
At BWP Communications, we’re here to offer a wide range of digital marketing services to clients around Salt Lake and nearby parts of Utah, including integrated advertising programs that combine various marketing channels for effective outcomes. Here are some of the basics on content framework strategy and content pillars, how they tie to business objectives and audience needs, and some specific approaches to ensure your content remains consistent across all your marketing channels.
Defining Content Frameworks and Content Pillars
When we talk about content frameworks, we are referring to the overall structure or framework of a company’s content marketing strategy. This includes the different types of content that will be created, how they will be organized and distributed, and the goals and objectives associated with each type of content.
On the other hand, content pillars are the main topics or themes that your company’s content will revolve around. These act as the foundation for your entire strategy and help guide all aspects of your content creation process.
Both these concepts tie directly to business objectives and the needs of your audience. By understanding your business goals and target audience, you can determine the most effective types of content to create and which pillars they should align with.
For example, if your company’s main goal is to increase brand awareness among a specific demographic, your content strategy may include creating blog posts on topics related to that demographic’s interests and sharing them on social media platforms frequented by that group. This not only helps achieve the business objective but also caters to the needs of the target audience.
Creating Templates for Blogs, Social Posts, Emails, Etc.
One of the foundational parts of using content framework strategies for your digital marketing plans is creating templates for different types of content. Creating templates not only saves time but also ensures consistency and maintains a cohesive brand image across all channels.
Templates can be created for various types of content, such as blog posts, social media posts, email campaigns, landing pages, etc. These templates should follow the general guidelines outlined in your content framework and cater to the specific needs of each type of content.
Building a Tone/Voice Guide for Standardized Communication
Another key part of any content framework strategy is establishing a tone and voice guide for standardized communication. Tone refers to the overall attitude and style of your content, while voice is the specific way in which you communicate that tone.
Having a consistent tone and voice across all content helps to build brand recognition and trust with your audience. It also makes it easier for your team members to create content that aligns with your brand’s image and values.
To develop a tone/voice guide, start by defining the key characteristics of your brand. Is it playful or serious? Casual or formal? Authoritative or approachable? These are important factors to consider when creating your guide. Next, establish guidelines for word choice, sentence structure, and punctuation. This will help keep your brand’s messaging consistent and cohesive.
Review and Update Frameworks Regularly
Content framework strategies for your online marketing are not a one-time thing. As your brand evolves and grows, so should your content framework. It’s important to regularly review and update your guidelines to ensure they align with the current goals and messaging of your brand.
This may include conducting regular audits of your existing content, analyzing data and audience feedback, and making necessary adjustments to stay in line with industry trends. By consistently reviewing and updating your frameworks, you can ensure that your brand’s voice remains relevant and resonates with your target audience.
Most brands involved in digital marketing will review their content frameworks at least once per quarter, or even more frequently if necessary. This allows for quick adaptations to be made in response to any changes in the market or shifts in audience preferences.
At BWP Communications, we’re here to help with all your integrated advertising needs to ensure you’re covering all the relevant digital marketing channels – and specifically, to assist you with content framework strategies to keep your content consistent across all these channels. Contact us today to learn about these or any of our digital marketing services for clients around Salt Lake!