The 3 Cs in digital marketing – Content, Correct Channels, and Consistency – have been defined in many dimensions. They build on each other and interact dynamically to form the cornerstone of brands. This post elaborates on this concept as a basic guideline for small business owners, providing you with an overview of how to start creating your own digital marketing strategy.
Content
Contents are puzzle pieces of your branding strategy, regardless of how grand or delicate your brand message is. This concept can be summarized as anything that tells your audience who you are and what you do, including short videos, newsletters, blog posts, social media posts, etc. From the definition, two aspects are at stake when creating content: what your audiences want to know and how you want to answer them.
Customer motives are easy to overlook. People click on your short video or links in your newsletters because they want to know more about you, and most importantly, whether your product or service meets their needs and expectations. Therefore, understanding your audience’s intent or pain spot provides credible guidance for content creation.
Based on this understanding, you can decide what moments to record, reproduce, and eventually display certain values that appeal to your potential customers. This means that relevant, frequent, and up-to-date content creation keeps your brand image alive and regenerates itself through organic growth.
Correct Channels
Channels are the empty places where each puzzle piece is supposed to be. They are media where you post the content, including website, email, social media, organic search, you name it. When it comes to channel marketing strategy, you will take into account a chemical reaction between medium and content. Such reactions are the best friend of small businesses that prioritize revenue maximization out of limited budgets.
Each medium has particular nature and targets a niche in the market. Its nature decides what type of content is spread quickly Its niche market indicates segments of audiences where the content is delivered. In other words, by identifying and employing the correct channels, you are able to reach your target audience accurately with the form of content that maximizes conversion.
But don’t panic with thousands of channel options today, since big data reveals the secret of digital channels. Doing a little research, you will find statistics of great help to your decision-making, just as the following:
• “The major users of Tik Tok range from 10 to 19 years old where 60% are female who enjoy short videos about entertainment, humor, and challenges”
• “Instagram has the majority of its users from 18 to 34 years old, where posts of inspiration and adventure represent the platform.”
Consistency
Finally, we arrive at the “Ah-ha” moment of strategic digital marketing, when all puzzle pieces work consistently to form an image that makes sense. Marketing consistency means presenting your brand message the same across all content, channels, campaigns, and so on.
Imagine you are writing science fiction. You know how every action of the protagonist should abide by the world setting for credibility. Branding is fiction where every marketing attempt abides by a common theme. In a way, each content creation and channeling decision compose the story of your brand, achieving a consistency that makes your target market believe in, and optimally identify with the brand message.
Think about whether a reel you posted yesterday spoke to the same brand value as a blog post published last month. Designing and incorporating a unified brand message into every decision-making is fundamental to consistency. From this angle, small businesses are taking the most meaningful step simply by keeping strategies consistent.
To learn more about how the three C’s of Digital Marketing can be implemented in your existing marketing strategy, schedule a discovery call with our team of SMB marketing experts today.