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The Importance of Content in Digital Marketing

To be perfectly honest, there is practically nothing that can’t be leveraged from the reach of the internet. As a consequence of this, Digital Marketing has grown dramatically for over 10 years now. With the internet reaching people of all demographics; different organisations are utilising the reach provided by the internet for marketing gains.

The average ROI that is offered by Digital Marketing is much higher, since the reach is far more than any other medium. According to a report published in 2017 by GlobalWebIndex, the time spent by a person on average on the internet every day is 6 hours and 30 minutes. This data shows us that digital media consumption is on the rise, with on-demand content becoming the next big thing on the internet.

Where does Content Fit?

Content is the internet’s lifeline and the heartbeat of any effective digital marketing campaign. Arguably, everything present on the internet is in some form of ‘content’ –  images, articles, videos, blogs, podcasts and more.

The availability of content on the web has opened gates to massive opportunities for brands. An article about a product, an ad copy, a review of services, and even social media posts, and the comments that follow them – all of them fall under the wide umbrella of ‘content’.

Reasons as to why Content is important in Digital Marketing

The foundation of any digital campaign is built on content. Everyone consumes content without even knowing that it’s ‘content’, thus making it the lifeline of the internet.  Exact results are returned by Google upon searching for information because of relevant and highly optimized content. Tweets, youtube videos, articles including the comments that may follow them– everything is essentially ‘content’.

There are two significant objectives for Content strategy in a digital marketing campaign – Thought Leadership (subject matter experts) and SEO (ranking on SERP).  Everything pretty much is a subset of these two.

Thought Leadership (subject matter experts)

Any marketing campaign aims at informing people about the services and products. The scenario is no different when it comes to digital marketing.

Thought leaders are the brands or go-to people in an industry where their expertise is often required and rewarded.

A solid content strategy is often an outcome of thought leadership. When a brand begins to expose their thought leaders or leverage others, they start influencing potential consumers. It is the process where actual real faces talk to real customers so that a sense of trust can be established.

Search engine optimization (SEO)

Search engine optimization is perhaps the most critical factor that directs traffic to a site. SEO and content consistently work together to leverage a user’s intent. Quality content will always be written in an SEO friendly manner while also meeting certain parameters like paragraph, readability, voice, sentence structure, and more.

The entire effort on SEO becomes unnecessary without quality content. To help rank a brand on a certain set of keywords, quality content must work in synergy with SEO practices. Moreover, the seamless integration and strategic use of keywords in an article are amongst the most significant SERP ranking factors.

Another important reason that makes content critical for SEO is that it’s probably the most effective way to get backlinks from websites that have a high DA (Domain Authority) score. However, not every content will get a backlink, only high-quality content pieces meeting a particular set of standards will get backlinks. If an article is easy to understand by masses and well-researched,  getting referring links from top Top Level Domains (TLDs) is more likely.

Content for B2B and B2C clients

A brand can effectively inform people about its services and products by publishing quality content. In the event of the content getting pulled and published by third-party bloggers, publishers and thought leaders – social validation can be achieved. A good thought leader creates a sense of trust by giving accurate information to potential customers regardless of whether it is a B2B or a B2C setup. In the respective industry,  a brand becoming a thought leader is critical for its success. So much so that, almost 96% of its B2B buyers prefer content with added input from industry thought leaders. 

Then again, for the B2C side of the business, thought leadership gives an identity and acts as a human face for a brand. Customers prefer doing business with a face, over an entity

For example, a travel company has a blog in which they consistently publish quality content – providing itinerary and insights about holiday destinations. More trust is created in the eyes of the customers when the content is more appropriate. It builds an image in their minds that this brand has enough subject knowledge which will keep bringing them back.

Besides,  content published by brands should reflect the potential buyer’s persona. It is one of the best ways to establish trust through thought leadership. Having an informed audience is critical for any brand, and the only route to achieve that is through content.

Conclusion

The foundation of any digital campaign is content strategy. Getting in and understanding the psyche of potential consumers is very important for marketing success. As content is key in improving the visibility of a brand on the internet, selecting the right agency to help you with content is crucial. 

Widepool Creatives has been in this space for years which has made us experts in understanding a target audience and how to connect with them. If you’d like to leverage our experience in helping you make your brand visible feel free to call us at (+91 9019676890) for further assistance.