The marketing of digital content is one that focuses on creating and distributing relevant content, valuable and consistent with certain strategic objectives, in order to attract and retain a certain audience through online media.

The digital content marketing is capable of generating new business, either as a way to get leads from potential customers, which can materialise in future sales, as well as becoming a promoter of sales forces, by providing commercial content that can help them persuade customers and do business. It can be concluded that if you’re able to find the best place to share and distribute your content, you’re on a right track.

Also, the content can help optimise the customer experience, by providing information aligned with their interests and that can help them solve their obstacles and challenges. The content can help to guide potential clients, enabling them not only to resolve certain doubts or concerns, but understand how the offer of products or services of an organisation can help them solve them, thus becoming a catalyst for future leads.

How to generate an effective digital content strategy

Although the creation of attractive content capable of generating the expected impact on the audience is not an exact science, there are some fundamental steps that must be taken to generate an effective digital content strategy:

Establish the objectives

As in any marketing strategy, before starting with the development of any digital content, it is vital to identify which business or organisational objectives you want to achieve and then make a plan to achieve them. In this sense, the content generated must then be capable of transmitting the fundamental messages that are desired to transmit and that can help achieve those objectives, focusing not only on the strengths or most outstanding characteristics of a brand, but identifying and attending to the needs and curiosity of consumers.

Clearly identify the target audience & create a buyer person

Having a specific understanding of who is the “ideal” consumer can help to better guide the content to their needs and preferences, helping not only to decide the content to be generated, but also to determine the best means for its distribution, in order to ensure that the message is attractive and able to reach the desired audience.


Defining a buyer person can be a very useful task, as it allows you to map exactly those individuals to better determine their interests, preferences, shortcomings and motivations. This, of course, requires an exhaustive market study to establish the target audience and the “ideal” buyer. Of course, the content should always be made easy enough for anyone else to be able to access the content, but this should not be to the detriment of its appeal to the target audience, so the focus should never be lost.