Having a career in digital content, I wanted a space to note down what I had been learning along the way. This is that space. On this site, you’ll find my favourite examples of digital content and related marketing from a host of industries, predominantly sports, but I like to dabble. I’ll share what I like about them, why I feel they work, and what we can learn. The end product? A content playbook to fall back on… hopefully. Digital content is basically all the stuff you see and interact with online. It could be a blog, a video, an image, a social post, or even a podcast. It’s pretty much anything you consume or engage with on the internet; it’s all-encompassing. Because of this, brands and organisations use digital content as a key player in their marketing toolkits, with the primary aim being attracting, retaining and engaging with you, the audience. Achieve that successfully, and KPIs higher up the ladder can see results. More sales, better brand affinity, increased awareness. Implementing digital content effectively requires a clear strategy covering audiences, purpose, content creation, and distribution channels like social, email, and digital PR. All of this is covered below, so take a look around. Every brand should have a content strategy. It’s a guidebook that will dictate all decisions, a document to fall back on. It covers your target audience, the type of content they need, how you can provide that, your purpose, the KPIs to measure against, distribution channels, and reporting. Organic and paid social are two key distribution channels for digital content. Millions of people use Instagram, Twitter, Facebook, Snapchat or TikTok daily. That’s a global audience waiting to consume, which means targeting the right group can be game-changing for awareness, reach and sales. Collaborating with like-minded brands/organisations/sports teams on digital content taps into two audiences, yours and theirs. With careful planning and creativity, you boost each others brands, a rising tide lifts all ships after all. Outbound marketing refers to the active distribution of content. Think paid social, email, Google ads and influencers. You’re going out and putting your content in front of targeted audiences rather than waiting for them to come and find it. Digital PR is all about increasing reach and building brand authority. Smart content marketing campaigns can create stories that people want to read and get you in front of a whole new audience. Digital communities can be a useful cog in a content strategy, but they aren’t for every organisation. If your product has a following, a nurtured passionate audience can do your marketing for you. Hey, I’m Nick Thompson. A digital specialist and the guy behind this website. I’ve worked in the digital space for over ten years, always with some focus on content. Nowadays, it’s all content. Well, SEO & content. But they go hand-in-hand. I love sports, have a mild obsession with lego, and quote the US Office as much as is socially acceptable. I also tweet aimlessly about all three here. See you around.
— What is this website?
A collection of digital content case studies.
— What is digital content?
This is. As is that video you watched yesterday. And the Tweet you read earlier.
Strategy
Social Media
Partnerships
Outbound
Digital PR
Communities
— Who am I?
An active admirer of content creativity.