4369 triangle offense
As the arena of digital marketing options continues to increase and change, the challenge of deciding what to do and how to do it equally expands. In efforts to discuss how various tactics interact with one another to accomplish the goals of the business game plan, we have devised the “digital marketing triangle offense.” When helping a client run the digital marketing triangle offense, we look at three areas with natural boundaries: The top of the triangle is the organization’s website. In keeping with the basketball analogy, the website is the home court advantage. Think of a sports arena: The facility bears the markings of the home team’s intended brand. Intentional control and thoughtful planning occurs here. The second section takes marketing efforts on the offensive, helping to tell the client’s story — stories, actually. This is for “content marketing,” which encompasses three main tactics: blogging, email and social media. As we introduce content marketing into the communications mix, we begin to discuss how the three sections relate to one another. The third section — optimization — takes on a larger context than just the work of improving organic search. We look at landing page execution and calls to action, plus the possibility of a microsite. Search engine optimization, search engine marketing, advertising on social networks, banner ads and keyword strategies are all addressed in this area. We call optimization the strength-training portion of your plan. As with real-world conditioning, optimization is a practice that the public does not see until the results are worked out across the variety of marketing tactics.
