How to plan a creative strategy for digital advertising? - Mirror Shen

How to plan a creative strategy for digital advertising?


We have talked about The 5 stages of the customer journey. The first stage is to catch their attention. How to catch their attention? Yes, by running advertisements. And again, every success all started from a good planning. So before you start promoting yourself, you need to set a Creative Strategy for your advertising.


💡 Ad Display Strategy

It’s all about capturing the attention of people browsing content online.


👉  A strategy is only complete when you consider:  

  • Desktop Website
  • Mobile Site
  • Mobile Apps


🤓  Keep in mind: Important differences - Size 

With so many different devices being used, it’s safe to say that a “one size fits all” approach to display ads isn’t going to work. Always check the specs from the Ad Networks first. The size will definitely affect your strategy cause it will change the layout for reading usability. Overall, the goal is to deliver the right message to audiences.


🚩  TIPS: Google Ad Gallery

If you’re using the Google Ads platform to run your ads, you can use the free Google Ad Gallery to quickly create professional-looking display ads, in all shapes and sizes.

Read more:



💡 Online Content marketing

We are here talking about online content marketing. But do you know the difference between Digital & Traditional (TV, print and radio)? 

👉  Answer: Two-way interaction

These days, people can pick and choose when they engage, and content marketing allows businesses to connect with their audiences like never before. Try to consider the challenges or pain points your customers are facing, and then tailor your content to these insights.


👉  What is online content marketing?

Online content marketing is based on the creation and sharing of online material, like videos, blogs, and social media posts. It can:

  • Generate interest by capturing people’s attention.
  • Connect with the right audience.
  • Increase sales by directing traffic to your website.
  • Boost awareness of your Brand Identity.
  • Build trust and recognition amongst your audience.


👉  The goals of content marketing strategy
  • Focus on answering your audience’s needs
  • Create content they’ll find valuable
  • Keep them engaged so that they’ll visit you in the future for more content.


👉  What to consider to plan good contents
  • Take the time to get to know your audience better. Look at which accounts they follow on social media to get a sense of their likes and interests.
  • Experiment to find the best types of content for reaching your audience and don’t be afraid to use multiple formats.
  • Choose the right places to publish your content and make sure you’re talking directly to your audience.
  • Throw away the business speak and stock responses, and prioritise natural language to interact with your audience.
  • Make your content unique, interesting and exciting. Use engaging headlines, eye-catching pictures and informative language to capture your audience’s attention.


💡 Audience Segmentation

Understanding the habits and preferences of an audience can help you target content directly to that specific group of people. And you will be able to pinpoint audience behaviour and using this information to refine your marketing approach.


👉  How-to Steps: 
  1. Research your audience
  2. Divide your audience into groups of who they are and what they like.
  3. Segment them into groups, you can then create specific content that excites, entertains and engages them.


🚩  TIPS: Use free online tools to help you get insights

To get insights into what people search for, try free online tools. You also can utilise analytics features on social media platforms like Facebook and Twitter to get a glimpse of audience demographics and behaviours.

Or you can use Google Keyword Planner

💡 Content promotion plan

👉  Figure out Channel Types

Before you start creating a content promotion plan, it’s important to consider the channels available. Identifying channels by Owned, Earned and Paid categories is a great place to start.

  • Owned channels
    It refers to the marketing channels he/she manages, for example his/her website, blog, and social media profiles. Promoting content over owned channels is a great starting point because it’s a typically flexible and low cost option.
  • Earned channels
    It refers to anything that’s picked up by a third party, such as another food review blogger that shares your content. Earned channels can boost the reach of content and add credibility.
  • Paid channels
    It refers to promotion you pay for. This can allow you to target campaigns to a specific audience, based on your goals and budgets. You could invest in advertising their blog posts over social media, and reach more potential readers who regularly browse those channels.


🤓  Keep in mind 

The key to content promotion strategy is understanding where his audience spends their time online.




👉  Further Reading:

How to create online content for digital advertising






Google digital garage