Which Digital Marketing Activities Should We Focus On In 2017?

Which Digital Marketing Activities Should We Focus On In 2017?. As you consider your use of digital media for 2017, a good approach to stock take is to review current and potential future activity using this Content Distribution Matrix, which I developed for discussion in training workshops. To take a couple of examples, in this case, long-tail SEO, shown in the bottom right quadrant, is one of the most effective techniques since it produces a high volume of leads or sales at relatively low levels of investment. To gain new ideas, you can review the promotion gap against competitor or out-of-sector use of content distribution techniques. The Content Distribution Matrix focuses on using different online reach techniques to gain engagement. Looking at digital marketing broadly, what are the other marketing techniques that you should be reviewing for 2017? To answer this question, I asked Smart Insights readers to vote for the technique that would be most important for them in the year ahead in my post on 2017 marketing trends. So, what do the responses show? A focus on content marketing makes perfect sense for modern marketing, since it supports a more integrated approach to digital marketing where content is used as the fuel to increase engagement across different inbound channels, including organic and paid search, social media and email marketing and also outbound. Investment in content marketing should support organic and paid search too.

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Dr. Dave Chaffey considers what digital marketing tactics businesses should adopt for 2017, with content marketing once again proving a major focus for the year ahead.

Digital marketing has given us many opportunities for communicating digitally with our audiences as this list of more than 100 marketing channels by consultant David Sealey shows. This presents the challenge of where to focus efforts when so much choice is available and new marketing options are regularly being introduced from the likes of Google and the social networks.

As you consider your use of digital media for 2017, a good approach to stock take is to review current and potential future activity using this Content Distribution Matrix, which I developed for discussion in training workshops.

Content Distribution Matrix

To use the matrix, start by marking up the current or past use of different paid-owned-earned media options for your business. Plot each media type on the horizontal axis based on its importance in the number of leads or sales you can attribute to it from a low-level of effectiveness on the left to the highest volume on the right. Next consider cost effectiveness on the vertical axis based on the time or money spent on promotion from lowest cost (or better overall return-on-investment) at the bottom to highest at the top.

To take a couple of examples, in this case, long-tail SEO, shown in the bottom right quadrant, is one of the most effective techniques since it produces a high volume of leads or sales at relatively low levels of investment. Compare this to paid distribution options shown in the top left quadrant, such as LinkedIn Promoted posts, which have a relatively low-level of volume, but highest costs/poorest ROI. To gain new ideas, you can review the promotion gap against competitor or out-of-sector use of content distribution techniques.

Finally, you can select and prioritise new methods of content promotion. Discuss which options could be worth…

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