A digital playbook tells you the ingredients, the order, the tools, and the method.
Creative content writer with a knack for storytelling that connects. Wielder of wit, turning “meh” into magic daily.
A digital playbook tells you the ingredients, the order, the tools, and the method. It’s a repeatable system that tells your brand what to do, where to show up, who to talk to, and how to measure what’s working.
At Branderah, we help brands create digital playbooks regardless of location. So, ready to build your step-by-step recipe for online growth? Let’s dive in!
A digital playbook is a comprehensive guide that outlines an organization's digital strategy, goals, and tactics to stand out from the competition. It is a roadmap that helps organizations navigate the ever-changing digital landscape, identifying new digital opportunities and paving the way to business transformation.
A detailed description of the organization's vision and strategy, including an understanding of the latest digital trends and innovations. Your digital strategy should be tailored to your business objectives. Answer these questions:
- Are we trying to increase visibility or brand recognition?
- Do we want to generate leads or close sales?
- Are we building authority through thought leadership?
Each of these business goals affects the platforms you choose, the content you create, and the tools you use. Your strategy should also focus on:
- A digital audit of your accounts
- A guiding plan for dealing with the challenge.
- A set of targeted actions is necessary to accomplish the goal
Your strategy is only as strong as your understanding of your audience. That’s why your playbook should include both a target audience overview and detailed B2B customer profiles or ideal client personas. Remember our article on creating audience or buyer personas?
Carry out a SWOT analysis. A SWOT analysis is a technique used to assess the performance, competition, risk, and potential of a business. This analysis covers your business’s strengths, weaknesses, opportunities, and threats.
For example, a SWOT analysis for a bakery business could show that strengths include a talented baker, competitive pricing, or a good location. Weaknesses could mean being new to the market, a lack of capital, or a limited reputation.
Gather what you have and categorize each vehicle or asset in a spreadsheet so you have a clear picture of your existing owned, earned, and paid media.
Owned, Earned, Paid Media Framework
Owned media refers to the digital assets your brand or company owns, like your website, social media profiles, blog content, or imagery.
Earned media, also called earned content, is anything written about or created about your business that doesn’t come from paid advertising or sponsorships.
Paid media refers to any vehicle or channel you spend money on to catch the attention of your buyer personas. This includes things like Google Ads, paid social media posts, and native advertising.
Your content pillars are the core themes your brand will consistently build content on. This helps your audience know what to expect and makes content planning easier.
Sample pillars:
- Brand Storytelling
- Educational Content
- Behind-the-Scenes
- Customer Success
- Industry Trends
Next, list the formats you’ll use: carousels, Reels, blogs, short-form videos, infographics, etc.
Tip: Repurpose one idea across multiple formats to get the most from your content. A reel can be converted to an infographic for the blog.
Every platform and content format should have a measurable goal, and map out your promotion and distribution strategy. Publishing is just one part. Your playbook should include how you’ll amplify that content.
You can decide what promotion to use based on the platforms you use and the content you want to promote. You could boost top posts through Meta Ads or partner with influencers or niche creators, or run seasonal campaigns, or product launches.
Here’s how to Run Successful Meta Ads
Your digital strategy playbook is not a one-time task. It’s a living document you’ll revisit and refine as your brand evolves. You keep updating as you learn, unlearn, and relearn.
At Branderah, we build custom digital strategy frameworks for brands.. Book a discovery call today or DM us on Instagram @branderah, we've got you!
Reach out today — we’d love to hear from you! Let’s bring your vision to life.
