Digital Marketing with Drupal E-Book

José Fernandes

• Herausgeber: Packt Publishing
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 261

Veröffentlichungsjahr: 2022

Beschreibung

Drupal is an open-source platform for building ambitious digital experiences. With this practical guide to digital marketing, developers working with Drupal will be able to put their knowledge to work and boost the performance of their online marketing campaigns.
Complete with step-by-step explanations of essential concepts, practical examples, and self-assessment questions, this book will take you through the most popular digital marketing techniques and how to apply them, including content marketing, email marketing, social media marketing, SEO, SEM, CRM, and marketing automation, and the latest developments in website personalization and AI marketing. Once you've learned the fundamentals of digital marketing, you'll see how to apply them to your Drupal website or online store. In addition, you'll discover how Drupal can help you better manage your tasks and automate some of them. The book will help you discover the free modules available, how to use them, and how to integrate Drupal with external marketing-related platforms and services.
By the end of this Drupal digital marketing book, you'll be able to build and deploy a complete digital marketing platform on top of Drupal to reach a greater audience and achieve online success.

Leseprobe

Digital Marketing with Drupal

The ultimate guide to build and deploy a complete digital marketing platform on top of Drupal

José Fernandes

BIRMINGHAM—MUMBAI

Digital Marketing with Drupal

Copyright © 2022 Packt Publishing

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.

Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing or its dealers and distributors, will be held liable for any damages caused or alleged to have been caused directly or indirectly by this book.

Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information.

Associate Group Product Manager: Pavan Ramchandani

Publishing Product Manager: Bhavya Rao

Senior Editor: Keagan Carneiro

Content Development Editor: Divya Vijayan

Technical Editor: Joseph Aloocaran

Copy Editor: Safis Editing

Project Coordinator: Manthan Patel

Proofreader: Safis Editing

Indexer: Hemangini Bari

Production Designer: Shankar Kalbhor

Marketing Coordinator: Anamika Singh

First published: March 2022

Production reference: 1310122

Published by Packt Publishing Ltd.

Livery Place

35 Livery Street

Birmingham

B3 2PB, UK.

ISBN 978-1-80107-189-5

www.packt.com

"In your actions, don't procrastinate. In your conversations, don't confuse. In your thoughts, don't wander. In your soul, don't be passive or aggressive. In your life, don't be all about business."

– Marcus Aurelius, Meditations

Foreword

When I started the Drupal project eighteen years ago, I could never have imagined the impact that my software project would have. Today, Drupal powers two percent of websites online, and it has a devoted open source community of more than a million people from all walks of life around the world.

The Drupal community has changed the way websites are built. Drupal has promoted a modular software architecture since its origins, and as a community, we have created thousands of modules; all freely available on the drupal.org website.

Each module adds new functionality to a Drupal site. The availability of all these modules is what so many digital marketers love about Drupal. It allows them to build any website they can dream of.

José Fernandes is a respected voice in the Drupal community, with expertise in Drupal dating back to Drupal 4. In his excellent book, 'Digital Marketing with Drupal', José explains how to you use Drupal to build incredible digital marketing sites, and how it can boost your digital marketing to new heights.

If you're new to Drupal, I give you my warm welcome and invite you to become part of our community.

Dries Buytaert

Founder and Project Lead of Drupal Co-founder and CTO of Acquia

https://dri.es

Contributors

About the author

José Fernandes is the founder and CEO of Bloomidea, a Digital Marketing Agency. They've been making digital businesses grow since 2006. His work has received multiple awards and has helped his clients achieve remarkable success. For well over a decade, they've been creating amazing digital experiences with Drupal.

He has also been a member of the Drupal community for over 15 years, developing modules, providing assistance, and taking part in various community-related activities.

First and foremost, I want to thank you, the reader, for selecting this book to assist you in your Drupal marketing journey. If you have any comments about the book or any other inquiries, don't hesitate to contact me at [email protected]!

I want to thank, and I am grateful to, the Drupal community for building such a powerful and life-changing project that benefits the lives of so many people and organizations all around the world.

Thank you to the Packt team for always being so supportive and committed to making this book a reality. Thank you to the book's technical reviewers, Ricardo, Anoop, and Vijaya, for their improvements and insights, especially to Ricardo, a long-time friend and contributor to Drupal and its community.

Daniela, thank you for coming into my life and making it so special. You make me feel loved every day. I love you.

Finally, I'm thankful that no matter how rough life gets, my family is always there to support and love me.

About the reviewers

Ricardo Amaro is a Senior Engineering Manager at Acquia, the largest Drupal hosting company, and currently lives in Lisbon, Portugal. He is a member of the Drupal Association and president of ADP (short for Associação Drupal Portugal, the Portuguese Drupal Association). He had his first contact with free software technologies with Linux back in the 1990s. He has a master's degree in Information Management Systems and is currently pursuing a Ph.D. in information technology and DevOps.

Ricardo also co-authored the book Seeking SRE.

Always passionate about open source technologies such as Drupal, Linux, and Kubernetes, he keeps contributing and giving back to these communities.

Anoop John is the Founder and CTO of Zyxware Technologies, one of the oldest Drupal agencies in the world. He heads the US operations of the company and is responsible for delivering Drupal-based solutions for the company's clientele in the US.

The best place to find Anoop in his free time is on LinkedIn, where he actively engages with people and is on the lookout for the next big thing happening in the digital marketing landscape.

He is passionate about free and open source software and is an active contributor in the Drupal community, both through his code contributions and his involvement in community initiatives.

Anoop lives with his loving wife and two lovely kids in Virginia, US.

Vijaya Chandran Mani is an experienced Solutions Architect and Lead Developer. He has been working on large-scale enterprise web applications for the past 15 years. He is also a long-term contributor to Drupal core and maintains contributed modules.

Table of Contents

Preface

Section 1: Getting Started with Digital Marketing

Chapter 1: Fundamentals of Digital Marketing

An overview of digital marketing and content marketing

Brand building

Main types of media

Who is your customer?

Customer journey

Digital marketing tactics

What is content marketing?

What is social media marketing?

What is SEM?

What is display advertising?

What is email marketing?

What is affiliate marketing?

What is digital PR and influencer marketing?

What is CRM marketing?

Measuring your digital marketing success

Measuring website performance through web analytics

Digital marketing strategy

Defining the objectives

Defining the target audience

Assessing the competition

Defining tactics and media

Developing an effective message

Reviewing the budget

Evaluating the campaign's results

Summary

Chapter 2: Building Your Own Digital Marketing Plan

A step-by-step guide to building your digital marketing plan

Brand positioning

Customer journey and personas

Situational analysis

Defining your objectives

Defining your strategy

Defining your tactics

Defining your action plan

KPIs and metrics

Example of a digital marketing plan for a Drupal agency

Brand positioning

Buyer persona

Customer's journey

Situational analysis

Budget

Objectives

Strategies

Tactics

KPIs and metrics

Action plan

Example of a digital marketing plan for an e-commerce store

Brand positioning

Buyer persona

Customer's journey

Situational analysis

Budget

Objectives

Strategies

Tactics

Action plan

Summary

Section 2: Market Your Drupal Website

Chapter 3: Setting up Your Drupal Playground

Installing a Drupal website on your machine

Another way to install Drupal locally

Setting up a demo Drupal Commerce website

Your own Drupal Digital Marketing Checklist

Digital marketing plan

Drupal system

Website's user experience

Content marketing

Social media marketing

Search engine marketing – SEO

Search engine marketing – PPC

Affiliate marketing

Display advertising

Email marketing

Digital Public Relations (PR)

Influencer marketing

CRM marketing

E-commerce marketing

Measuring and analyzing

Summary

Chapter 4: Content Is King

Managing and organizing your marketing content

How to create a digital marketing landing page

Layout Builder

Paragraphs

How to do automatic content translation

Summary

Chapter 5: Generating Website Traffic

Search engine optimization

How to implement on-page SEO in Drupal

How to safely move your old website to Drupal

How to implement Rich Snippets

Pay-per-click

Social media

Installing social media tracking pixels

Sharing your content on social networks

Add a "Follow us" functionality

Adding other social media components

Implementing an affiliate program

Summary

Chapter 6: Communicating with Your Customers

Email marketing with Drupal

Installing and configuring Swift Mailer

Sending custom emails with Easy Email

Managing an email newsletter

Managing your newsletter with Drupal's Simplenews

Integrating with third-party services like MailChimp

Sending SMS and push notifications using Drupal

Sending SMS through Drupal

Sending app push notifications on your Drupal-powered app

Summary

Chapter 7: Measuring Success Through Web Analytics

A Drupal simple web analytics solution

Implementing Google Analytics

Adding Google Analytics using the contributed module with the same name

Adding Google Analytics using Google Tag Manager (GTM)

Implementing an open source web analytics solution

Adding Matomo Analytics to Drupal

Summary

Chapter 8: Marketing Your Drupal Commerce Store

Creating promotions and coupons in Drupal Commerce

Expanding your reach with product feeds

Adding support for the "Google product category" field

Creating a Facebook and Instagram product catalog for your store

Connecting Drupal Commerce to Google Shopping

Implementing a cart abandonment recovery email

Adding Google Analytics Enhanced Ecommerce integration to Drupal Commerce

Live chat for sales and support

Adding tawk.to live chat to Drupal

Summary

Section 3: Boost Drupal's Digital Marketing to New Heights

Chapter 9: Tools to Help You Be More Efficient and Productive

Planning your work, keeping your pace

Team management with Drupal

Summary

Chapter 10: Taking Drupal's Digital Marketing to the Next Level

CRM and marketing automation

Mautic

Salesforce

HubSpot

Zoho CRM

Mailchimp

Odoo CRM

CiviCRM

RedHen CRM

Customer data platforms and the personalization of the customer journey

Apache Unomi™

Smart Content

The future of Drupal and digital marketing

What can we expect in the realm of digital marketing in the coming years?

Summary

Other Books You May Enjoy

Preface

Drupal is a prominent, open source content management system, well known for its easy content authoring, performance, superior security, and extensibility. It is used all over the world by many well-known companies, brands, government agencies, organizations, and nonprofits to build integrated digital frameworks that increase consumer engagement and boost conversions.

This book will walk you through the fundamentals of digital marketing and the most popular techniques, such as content marketing, email marketing, social media marketing, Search Engine Optimization (SEO), Customer relationship management (CRM), marketing automation, and the most recent developments in website personalization, as well as how to apply them to your Drupal website or online store. You'll also learn how Drupal can help you manage your tasks more effectively and automate some of them. You will find step-by-step instructions on how to configure and use the Drupal modules that will support you in implementing your digital marketing plan.

By the end of this Drupal digital marketing book, you will be able to build and deploy a full digital marketing platform on top of Drupal in order to reach a larger audience and achieve online success.

Who this book is for

This book is intended for everyone who works with Drupal and is involved in marketing in some manner, including site builders, marketing consultants, digital marketers, Drupal agency owners, and anyone else who operates a Drupal website or e-commerce store.

Although no programming skills are required, a basic understanding of Drupal concepts and usage, such as the ability to install a contributed module, is preferred. It is also recommended that you have a basic understanding of marketing principles and concepts.

What this book covers

Chapter 1, Fundamentals of Digital Marketing, covers the many digital marketing tools and tactics available, as well as their strengths and weaknesses, and then explains how to develop a digital marketing strategy.

Chapter 2, Building Your Own Digital Marketing Plan, explores how to build a digital marketing plan for a Drupal agency and an e-commerce store.

Chapter 3, Setting up Your Drupal Playground, covers how to set up a local Drupal installation with demo content for a website or an e-commerce store and install the digital marketing checklist module.

Chapter 4, Content Is King, explores how Drupal excels at managing and organizing all digital content, translating content, and creating landing pages for marketing or advertising campaigns.

Chapter 5, Generating Website Traffic, focuses on tools that generate traffic to a Drupal website or online store, through SEO, social media, PPC, and other channels.

Chapter 6, Communicating with Your Customers, shows how to communicate with prospects and customers, using email, newsletters, SMS, and app push notifications.

Chapter 7, Measuring Success Through Web Analytics, demonstrates how to integrate two of the most widely used web analytics tools with Drupal.

Chapter 8, Marketing Your Drupal Commerce Store, explains how to apply e-commerce marketing to Drupal Commerce online stores.

Chapter 9, Tools to Help You Be More Efficient and Productive, explores how Drupal can assist in the management of day-to-day digital marketing tasks.

Chapter 10, Taking Drupal's Digital Marketing to the Next Level, explains how to integrate with external CRM, marketing automation, and customer data platforms, as well as how to customize the Drupal visitor experience, and finishes with Drupal and digital marketing forecasts for the future.

To get the most out of this book

To work with Drupal and run the examples in this book, you will need the following software:

Apache (preferred), at least version 2.4.7 is required; or Nginx, at least version 0.7.x is required.Database: MySQL 5.7.8 or MariaDB 10.3.7 or above is required.PHP 7.3 or above is required.

The third chapter shows how to set up a local development environment with the most recent Drupal version so that you can easily try the recipes in the book.

If you are using the digital version of this book, we advise you to type the code yourself or access the code from the book's GitHub repository (a link is available in the next section). Doing so will help you avoid any potential errors related to the copying and pasting of code.

Download the example code files

You can download the example code files for this book from GitHub at https://github.com/PacktPublishing/Digital-Marketing-with-Drupal. If there's an update to the code, it will be updated in the GitHub repository.

We also have other code bundles from our rich catalog of books and videos available at https://github.com/PacktPublishing/. Check them out!

Download the color images

We also provide a PDF file that has color images of the screenshots and diagrams used in this book. You can download it here: https://static.packt-cdn.com/downloads/9781801071895_ColorImages.pdf.

Conventions used

There are a number of text conventions used throughout this book.

Code in text: Indicates code words in the text, database table names, folder names, filenames, file extensions, pathnames, dummy URLs, user input, and Twitter handles. Here is an example: "Mount the downloaded WebStorm-10*.dmg disk image file as another disk in your system."

A block of code is set as follows:

html, body, #map {

height: 100%;

margin: 0;

padding: 0

}

When we wish to draw your attention to a particular part of a code block, the relevant lines or items are set in bold:

[default]

exten => s,1,Dial(Zap/1|30)

exten => s,2,Voicemail(u100)

exten => s,102,Voicemail(b100)

exten => i,1,Voicemail(s0)

Any command-line input or output is written as follows:

$ mkdir css

$ cd css

Bold: Indicates a new term, an important word, or words that you see on screen. For instance, words in menus or dialog boxes appear in bold. Here is an example: "Select System info from the Administration panel."

Tips or Important Notes

Appear like this.

Get in touch

Feedback from our readers is always welcome.

General feedback: If you have questions about any aspect of this book, email us at [email protected] and mention the book title in the subject of your message.

Errata: Although we have taken every care to ensure the accuracy of our content, mistakes do happen. If you have found a mistake in this book, we would be grateful if you would report this to us. Please visit www.packtpub.com/support/errata and fill in the form.

Piracy: If you come across any illegal copies of our works in any form on the internet, we would be grateful if you would provide us with the location address or website name. Please contact us at [email protected] with a link to the material.

If you are interested in becoming an author: If there is a topic that you have expertise in and you are interested in either writing or contributing to a book, please visit authors.packtpub.com.

Share Your Thoughts

Once you've read Digital Marketing with Drupal, we'd love to hear your thoughts! Please click here to go straight to the Amazon review page for this book and share your feedback.

Your review is important to us and the tech community and will help us make sure we're delivering excellent quality content.

ii Preface

To get the most out of this book iii

iv Preface

Get in touch v

Section 1: Getting Started with Digital Marketing

In the first part of the book, you will acquire fundamental knowledge about the principles of digital marketing. These fundamentals will be required to follow the step-by-step guide to creating a personalized digital marketing plan and to comprehend the second and third parts of this book.

This section comprises the following chapters:

Chapter 1,Fundamentals of Digital MarketingChapter 2,Building Your Own Digital Marketing Plan

Chapter 1: Fundamentals of Digital Marketing

Today, most of our lives are lived online, and most of our purchasing and buying decisions are made online. We shop online (even when it comes to supermarket purchases), learn and study online, work remotely, work out online, make friends, find entertainment, and even date online. As you have probably noticed, there's not much that isn't done online nowadays.

If you own a business, I'm sure you know that most of your customers have found you online, and if you are in the services industry, you already know how important this is. Even when a customer has met you offline, they have chosen you by word of mouth, which probably started online as well.

Have you thought about how you find out about all those services and products? How and what you find out about them is somehow related to marketing. Marketing is one of the key functions that all organizations must undertake—all organizations require effective marketing and advertising to succeed.

According to the American Marketing Association (AMA), "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

In general, marketing is responsible for the following:

Providing customer satisfactionIncreasing demandProviding better quality products to customersBuilding a good reputation for the organizationGenerating profitable sales

However, marketing has evolved and has become digital as well. Digital marketing is an all-embracing term that encompasses all marketing activities done through digital channels. It includes all the tasks that are done online, ranging from social media to affiliate marketing.

This chapter will provide you with a comprehensive list of the most common digital marketing techniques and their core areas.

Here are the main topics we will be covering in this chapter:

An overview of digital marketing and content marketingDigital marketing tacticsMeasuring your digital marketing successDigital marketing strategy

At the conclusion of this chapter, you will have learned how digital marketing can help raise brand awareness online, build relationships with potential and existing customers through valuable content and promotional messages, and increase customer retention and acquisition.

An overview of digital marketing and content marketing

Digital marketing has several advantages when compared to traditional marketing. The most important of these are outlined here:

It's highly targetable.It provides real-time interaction with audiences.It promotes global reach.It's instant and has highly measurable results.It's cost-effective.It can be customized.It's easy to adjust.

At least for businesses, this shift to online channels has also brought some difficulties. The most crucial, and one that has the most impact on organizations, is competition. For each product or service, customers now have countless options only a click away—it doesn't matter where they are! How can you differentiate your product or service from all your competitors? That's where a well-thought-out digital marketing strategy can make the difference between a successful business and a struggling one.

Before we delve into digital marketing tactics, we can't go on without understanding that the marketing is happening between you—the brand—and the customer through some media. Next, we'll find out why they are so important.

Brand building

You must be cautious because digital marketing should always be about building and growing your brand. Think of your brand as your business's reputation; as you know, it takes years to earn a good reputation but only minutes to destroy it, especially these days in this always-connected world. A brand is more than just a logo or name; it's the company's promise to provide a customer with what the brand means. It's not only functional, but it also has emotion, self-expression, and social benefits. Your brand has many touchpoints—some of them are digital, and some are not. Think of each of them as an opportunity to increase awareness and build your customer's loyalty… and don't forget: what happens offline always finds its ways to the online channels, through customers' shares.

Here are some examples of brand touchpoints:

I can give you an example of the importance of always thinking in terms of your brand (reputation): suppose you need to get the world to know about your incredible new product. Your young marketer comes to you with an "awesome idea", and says: "I know a place where I can buy an email list with 50,000 business owners' names and emails! I can build an entire marketing campaign on top of that. It will be easy money!" If you don't give it enough thought, you may think that there's no harm in that. In order to get a list that size, you would probably need at least a year. So, why not do it? However, this example helps me lay out another marketing golden rule: "Think like a customer—your customer." If that was your name on that list, what would you think of the company that emailed you without you ever allowing them to do so? You would just think of them as a spammer, click the junk button, and hope to never hear from them again, right? Now, multiply this effect by many other people, and you can see the impact this would have on your brand, your reputation, and the future of your business. With all of your marketing efforts, you must always have your business and brand's long-term vision in the center of your mind.

Main types of media

There's one distinction that is important for you to know, one that significantly affects the way the digital marketing mix is implemented: the difference between owned, paid, and earned media. These distinctions revolve around what you control and influence… or what you do not. Consider the following:

Earned media can only be influenced, never controlled. I think you'll agree when I say that one of your most important objectives is to have the rest of the world sharing how good your brand is, right? Also, because you can't control it, almost all the major Google ranking factors measure this type of media, mentions, backlinks, and so on.Owned media is in your total control and, of course, the most significant example is your website. Your owned properties allow you to spread information about your brand and build your audience, which should be the destination in your marketing campaigns.Paid media is the fastest way to get your message across, but you are bound to a publisher's rules, and people tend to give it less value. They know it's "just an ad".

The table below summarizes this:

Your digital marketing campaigns should usually incorporate all those three types of media. It's very unusual to have an online campaign that doesn't communicate on several digital media channels simultaneously. For example, a marketer can use content on social media to engage audiences, but that same content can also be used as a display ad on another online publisher site.

Who is your customer?

The objective of market segmentation is to filter out and categorize different groups within your audience so that you can deliver more targeted and valuable products, services, and messages to them. Simply put, customers of each market segment have similar characteristics that businesses can leverage in their marketing.

Your audience can be segmented into subgroups: geographic, demographic, psychographic, and behavioral are the most common and popular methods of segmentation. This helps you know which groups exist so that you can better understand the target audience. Geographic segmentation is the easiest to understand: it's just thinking in terms of where your audience is located physically. Demographic segmentation is also one of the most popular and commonly used types of market segmentation: it looks at identifiable non-character traits about a group of people. Psychographic segmentation categorizes audiences and customers by factors that relate to their personalities and interests. Finally, behavioral segmentation separates your audience by behaviors and decision-making patterns such as purchase, consumption, lifestyle, and usage.

The following table shows some examples of segmentation:

How do you get all the data necessary to segment your audience? Look at the following areas:

Previous behavior: This is crucially important information, and one that you can get easily. What did your customer buy in their past purchases? In what kinds of products have they shown more interest?Personal preferences: The best way to find out what your client wants or likes is by asking. Through the sign-up process on your website, quizzes, and questionnaires that can be relatively simple and non-intrusive, you can gather precious data for yourself and for your business to know what your customer wants so that you can get it for them.Connection with social media platforms: By connecting with social media, you are allowed direct 24/7 contact with your customers and can talk to them in real time, if needed. This also improves your knowledge of their preferences, since you can help with orders, answer some questions, and get to know them better.Ad exchanges: A technology that facilitates the buying and selling of media advertising from multiple ad networks. This allows you to place your banner in different places and, then, with the results, segment your audience by interest (related to the theme of the website where you put the banner, for example).

When you learn how to perfectly segment, you get a better match between your brand and your customer, as well as better results, higher-quality leads, and better returns on your investment. Also, less money is wasted on marketing that reaches the wrong audience.

Customer journey

It's crucial never to forget that all this "marketing talk" is just for us because customers don't think about marketing channels; they think about their "wants" and "needs". However, to better plan our marketing activities, we use the customer journey to create a map that allows us to get to know our customer's actions from the first moments of research to the final purchase.

We call it the customer journey, but it includes prospects and leads before they become customers. In simple words, this is what characterizes each group:

Prospects: People who don't know your brand exists yet. They know they want or need a product or service, but they're only starting their journey, searching for the best option.Leads: People who have expressed an interest in your product or service but are still thinking about their options. They're at the consideration stage, but they're watchful in terms of content related to your brand and products.Customers: People who buy from your company. Clients can be super clients or fans if you treat them properly, with care and attention.

Prospects visit the company website and search for different options. When they sign up for the company's newsletter, create an account, participate in a webinar, or call the sales team to get to know more about the products, they become leads. When they decide to buy from the company, they become customers.

Here, you have an example from a software-as-a-service (SaaS) business customer journey:

Website visit → Email signup → Webinar participation → Call with sales team → Conversion to customer

Now that we know what digital marketing is all about and that there's no digital marketing without a brand, a customer, and a media channel, let's look at the different tactics/techniques used in digital marketing.

Digital marketing tactics

Digital marketing is composed of many tactics, and as technology evolves, it increases even more because new digital channels are created. The different digital marketing techniques can achieve several objectives simultaneously. However, each one of them is more suitable for a determined expected outcome. Here is what I believe to be the core of all digital marketing tactics and the expected outcomes for each:

What is content marketing?

There is no way around it; content—excellent content—is what stands out amid the tsunami of content that the internet is today. Any project or brand that wants to be successful online must necessarily produce regular, high-quality content. Good content is required for the other techniques. For example, if we have no content, we are very limited in what we can share on social media, there's nothing for Google to index, and there's very little to show online to your prospects, leads, or customers.

Your content must tell stories: stories about your brand, about your customers, about your products and services. A brand doesn't have just one story to tell—it can have many. You should take advantage of those moments: the brand's origin, its achievements, the path it has chosen, the values it defends... all this can result in fantastic stories that will surprise and delight consumers while simultaneously earning their trust. There are no magic formulas. However, to tell a good story, there are several factors that a brand can never forget, such as the following:

Who are you talking to? It is essential to understand how the customer sees the world.Simplify the story to keep it memorable.Always keep your promises.Ensure that the customer is the hero.Keep it consistent—no action should be isolated.Make sure you highlight the human side of the brand—the people matter the most.Find your territory and tell a story that no one has ever told.Encourage customers to share your story.

Producing content for digital channels (web, mobile, and so on) currently takes on many forms. Content should be planned with your audience and goals in mind and shared where your customers are.

Get people to talk about you with different types of content, such as the following:

Frequently asked questions (FAQs) or tutorialsFree tools and resourcesPrice and product reviews or comparisonsWebinarsPodcastsWhite papersContestsJob offersVideos and multimedia content

Never leave