Guide to creating digital contents for SMEs

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Digital contents you create should always center on your buyers’ needs at every given point. You can start by creating a buyer’s personas (use these free templates, or try to identify their challenges and goals and how they relate to your business. The focus of your contents should drive at helping them achieve these goals and overcome challenges as they arise. 

Another thing to consider when your audiences are most likely to read this content in relevance to the stage they currently are in their buyer’s journey. This is known as content mapping. The purpose of content mapping is to target your contents according to: 

  1. The personas of your audience 
  2. How soon the person is to make a purchase (i.e., their lifecycle stage).

There are a lot of things to try when we talk about the format of your content. Below are some recommendations we feel you you can use at every stage of a buyer’s journey:

Awareness Stage

  • Blog posts: This is an excellent way of spiking your organic traffic when you pair them with a keyword strategy and a strong SEO.
  • Infographics: This helps you get noticed on social media when your contents are shared. (Ready to begin! check these free infographic templates)
  • Short videos:  This is very noticeable and puts your brand out there, especially when you put them on platforms like YouTube.


  • Ebooks: This is a perfect choice if you intend to generate more leads. They are more comprehensive than infographics or blog posts; this implies that people would be more open to exchange their details for receiving it. 
  • Research reports:  These are very good for generating leads. It can also work for your awareness stage, as they get easily noticed by industry press and the media. Get this Research reports and new data for your industry to get started.
  • Webinars: These, on the other hand, are more detailed and an interactive form of video. They are effective consideration stage format, and they offer more comprehensive digital contents when compared to short videos or blog posts. 

Decision Stage

  • Case studies:  You can positively impact the decision of your potential clients by placing detailed case studies on your website. Case studies are an effective form of content that positively influence people that want to make an immediate purchase. 
  • Testimonials: Don’t want to use case studies? Well, testimonials are a perfect alternative. For B2C brands, you should view testimonials a little more loosely. Are you a clothing brand? Then you have testimonials in the form of pictures of how your clients styled a dress or shirt. You can even create a hashtag where anybody can upload their photos.

How long will it take to see results from my content?

 When we talk about digital marketing, it seems like you are more likely to get results faster than offline marketing because it is so much easier to measure ROI. However, your success depends on the scale and effectiveness of your digital marketing strategy. If you spend proper time building comprehensive buyer personas and use this to identify their needs, also, you create quality digital contents that focus on solving these needs, then you are sure to get results within the first six months. 
You can also make use of paid advertising in your digital strategy; this achieves results faster. We would, however, recommend you focus on building organic traffic using SEO, content, and social media to attain long-lasting success.

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