Digital marketing is essential for any company to connect with customers – and technology has created many more opportunities to reach customers online. Therefore, it has become an umbrella term with many other elements underneath it. Paid advertising is typically a very popular form of digital marketing; whether it’s through paid search, social media, or remarketing. Paid search can be very effective and efficient, but there is another aspect of digital marketing that can’t be ignored – content marketing.
Content marketing means creating and sharing valuable free content to attract and convert prospects into customers. The medium can be blogs, social media posts, podcasts, video, and more. It is usually educational or informative about your industry or products, so you create a sense of trust between you and the prospect for them to do business with you.
A Key Pillar of SEO
Google receives over 63,000 searches per second any given day. Each search is a chance for a company to connect with a target consumer doing research on their product or search to find you organically. The more content you are producing, especially with the elements of search engine optimization in mind, the more opportunities you are having to get in front of relevant searches. Whether they are specifically searching for a product, or just looking for more information about something related to your product and service, if they find your website in a search engine and it leads them to content that engages them – they are now connecting to your brand and more likely to purchase from you.
Gain Fans and Follows
Social media originated as a way for people to connect with friends and family but has grown into more than that. In the modern social media environment, there’s a new type of social media relationship, whether it’s influencers or brands – users are following accounts that they aren’t personally connected to but are still interested in the content they post. Posting in interesting, stimulating content will help you gain followers on your brand’s social media accounts. By mixing in promotional material with organic content gives you the opportunity to market your products and services to them.
Supplement Your Paid Advertising
Your content marketing strategy can be included in paid advertising as well. Whether it’s visual like photos or videos in Facebook ads, or the copy in a text ad, the quality of the content is going to affect whether or not they click on the ad or scroll past it. Furthermore, the content that comes after the ad is important too. You can use advertising to capture customers attention and drive people to your site, but the more engaging your content is once they get there, the more likely they are to convert.
In the world of digital advertising, consumers are constantly being bombarded with advertisements, and sometimes people don’t always like being sold to. Content marketing gives you an opportunity to authentically connect with your target consumer and build the relationship to turn them into lifelong customers. A diverse strategy of digital marketing is necessary and will be different for every company but producing valuable content can’t be disregarded. Find the best medium for your industry and tailor your strategy to what you see works for you, and you’ll see your business grow.