To understand how the pieces of a digital marketing strategy fit together, the components are organized into a framework called the Five Cs. They are:
(1) company strategy
(2) customer experience
(3) content creation
(4) channel promotions
(5) check-back analysis
Determining the company strategy
The first C is the company strategy. To create a digital marketing strategy, you need to begin by looking at your company’s business goals. The question to ask yourself and your team are, “What do we want the company to achieve and how do we make it happen?”
Uncovering the customer experience
You need to learn what your prospects will think, feel, and do when interacting with your brand. The question for your marketing team to ask is, “Who are our prospects and how will we serve them as customers?” You must define your audience and analyze the customer experience.
Creating quality content
You need to focus on creating quality content (based on your story) that you know your customers want and need. The question to ask is, “How will we create quality content, who will do it, and what will that content be?” You need to develop a strategy for content, define your messaging, and establish your systems and governance rules.
Developing channel promotions
To have your content make the greatest impact, you want to decide where and by whom your content
will be distributed. The question to ask is, “How will our prospects and customers find our content so that they can choose us?” You want to make your content easy to find and share. You need to know how to promote your content so that prospects can find it.
Deploying check-back analysis
The fifth C is a check-back analysis. The focus here is on the metrics you choose to determine successes or failures. The question to ask is, “Have we met our goals?”