How to Create a Digital Content Strategy

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JSB Talks Digital Podcast #74

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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This episode is all about how to create a winning digital content strategy.

Coming up:

  • In social media news:
    • Instagram Super Zoom
    • Periscope Super Broadcasts
    • Amazon adds an AR shopping feature to its iOS app
  • I share the audio from my Facebook Live broadcast with my 12-step digital content strategy process
  • Ask JSB
  • In shout-outs: Three reasons to attend JSB’s new Digital Content workshop
  • In JSB’s column: Don’t publish a single word online until you have a strategy
  • Find out what content marketing tool saved my working week

Listen to this week’s podcast:

LISTEN: How to Create a Digital Content Strategy #JSBTalksDigital Click To Tweet


Social Media News 

Instagram Super Zoom

Get up close, much closer with the fun new Instagram camera feature Super Zoom!

The stuttered zoom-in, with cinematic sound effects, is new to camera and you activate it with a single tap.

Instagram Super Zoom


The videos last three seconds, but you can hold down the shutter button longer to extend them up to 15 seconds, lingering with a slow final zoom on your subject.

Be sure to follow @jsbgrams on Insta Stories to see how I use it!


Periscope Super Broadcasts

When Super Hearts were announced, Periscope said it would pay video creators 70 percent of the cash value for Super Hearts, and retain 30 percent for itself – after first accounting for the 30 percent tax that goes to Apple and Google on in-app transactions, of course.

Those payouts are changing.

Now the company says those in its Super Broadcaster program will retain all their earnings, minus a $1 “administration fee,” from the sales of Super Hearts. The $1 fee goes towards continual operation of the Super Hearts feature and will help offset the costs of monthly payment processing, says Periscope. (The company will first pay Apple and Google its 30 percent in-app purchase fee, as before, ahead of the payouts to broadcasters.)

To kick off these new payouts, Periscope is also offering holiday bonuses to broadcasters during the months of November and December which take into account the Super Heart’s coin value. (For every Super Heart a broadcaster receives, its coin value translates to cash they can later withdraw.)


Amazon adds an AR shopping feature to its iOS app

Amazon has introduced a new feature called AR View that lets customers visualise online products in their own living space, using their smartphone camera.

Launched on the Amazon app for iOS devices, AR View offers the ability to view thousands of products for the home or office – including furniture, electronics, toys, games, home décor and more – in augmented reality.


Interview | JSB’s 12-Step Process to Creating a Results-Driven Digital Content Strategy

In today’s show I kind of interview JSB!

I’m sharing my recent Facebook Live broadcast with you where I shared my 12-step process to creating a winning digital content strategy.

Listen to Audio Recording

Watch Facebook Live Recording

12-Step Process to Creating a Results-Driven Digital Content Strategy #JSBTalksDigital #ContentMarketing Click To Tweet

Quote of the Week

JSB Digital Content Strategy Quote


Shout-Outs: 3 Reasons to Take My New Workshop

Create Digital Content with Confidence

In this part of the show I give shout-outs to individuals, organisations or brands that are remarkable online and worth talking about.

This week I’m giving shoutouts to my new “Create Digital Content with Confidence” workshop and three reasons why you need to attend!

  1. Get our 2018 strategy planned out
  2. Amazing resources to take away
  3. Don’t waste any more time or money creating content with no results




In this part of the show I usually bring the voice of my listeners onto the podcast. This week, I’m answering a question that one of my webinar attendees who asked:

“How you decide which type of content to produce?”

As you know I love my podcast, but that wasn’t the main reason I decided to launch a weekly show. Nope, the reasons behind choosing your content type should be driven by your objectives. So, in the case of this podcast, my objectives were:

  • Brand positioning and giving JSB more authority in the space of digital marketing
  • Building relationships with a broader and more influential network by virtue of my weekly interviews
  • Keeping myself and my community up to date on social media news
  • Leveraging the power of smartphones and an increased appetite for podcasting to amplify my content
  • To attract new consulting and training clients

All of this my friends, I have achieved over the past 74 weeks of producing this podcast!

Tune in to hear my answer:

And, don’t forget if you have a burning social media or digital marketing question, simply click on and leave me a voicemail.


JSB’s Column | Don’t Publish a Digital Word Without a Strategy

Joanne Sweeney-Burke

In today’s column, I’m getting tough on digital content that has no strategy, and on the road to nowhere online.

One of the biggest buzzwords gaining traction in the marketing world is digital content. Companies are now investing more in their digital content marketing strategy, and its optimisation for maximum success compared to other traditional forms of advertising.

85% of marketers surveyed by Content Marketing Institute for its 2017 report stated that their success last year was down to producing higher quality content in a more efficient way.


What is digital content marketing?

“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content online to attract and retain a clearly defined audience—and, ultimately, to drive pro table customer action.”

Here are some examples of digital content – and all of these I produce on a weekly basis:

  • blog posts
  • webinars
  • videos
  • white papers/marketing collateral / ebooks / checklists
  • emails such as e-newsletters and promotional content
  • infographics
  • visual storytelling graphics
  • gifs
  • live streams/live chats
  • podcasts
85% of marketers surveyed by Content Marketing Institute for its 2017 report stated that their success last year was down to producing higher quality content in a more efficient way. Click To Tweet


Okay… So What’s My Strategy?

We have touched upon it a little in the previous section, but it bears repeating: always focus on creating quality content, rather than the sheer quantity of it. News feeds are not all the same, and users are not always seeing the same thing.

The first step in creating a strategy? Defining your goals. This is just not the key metrics you want to measure (that will be discussed later) but what you are hoping to achieve from disseminating digital content.

  • do you want to be a resource or thought leader in the industry
  • are you trying to promote your brand?
  • would you like to have more name recognition within the market and your industry?

The next step is deciding who you are trying to reach with this content. B2B and B2C companies will have different requirements and needs, and that will dictate content strategy. The key here is to sit down, and truly understand your audience and the targeted demographics.

What are their interests? What are their pain points? When they are searching for content, what are they specifically seeking out? This component of the strategy will require a fair amount of data and research, but it is worth the investment. Content will only go so far, but if it is unable to reach the right people, then it is not worth as much.

Once you have answers to those questions, the next step is a little bit more creative. What types of content would your audience like to see? Are they seeking out short videos and live streams where you can be a bit more interactive or would they rather read a quick blog post? Look at competitors and their digital content to get a better understanding of where the interest truly lies, and build from there.

So, if you want to perfect your digital content strategy, don’t forget to check out my new online workshop.

Look at competitors and their digital content to get a better understanding of where the interest truly lies, and build from there. #ContentMarketing #JSBTalksDigital Click To Tweet


Social Media Tool of the Week: Rev

The social media tool that saved my working week this week is Rev.

By now you know that JSB loves processes and is an efficient and effective content producer. But I couldn’t achieve the level of content output I do every week without some of my favourite tools.

Rev is an excellent service providing transcription, captioning, sub-titling and translation services for digital content creators.


Rev Captioning


This week I wanted to add captions to a series of my videos for Facebook and YouTube, so I simply add the YouTube urls to Rev and voila within 24 hours I had my srt files, which I then upload to Facebook and YouTube for word perfect captioning!

It’s a low-cost service too with captions costing $1 per minute!

Save time, outsource your captioning! Find out more at


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital | Episode #74

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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