Why content is vital in digital marketing

There are many different marketing channels that make up an overall digital marketing strategy, from SEO and PPC to email marketing and social media. So with such a wide range of channels to focus on, content marketing may not always get the attention it needs.

However, content marketing should be an important part of any digital marketing strategy for so many reasons. Not only does content help to drive traffic, but it also builds trust in your brand and nurtures potential leads.

So if you’re yet to start investing in content marketing, or perhaps you’ve been neglecting content creation as part of your marketing strategy, here are some reasons we think content marketing is vital.

Content builds trust and nurtures leads

Creating quality content gives your brand the opportunity to position itself as an expert in your niche by providing visitors with the answers to their questions.

When we think about the conversion funnel, at the top of the funnel is the awareness phase where we attract an audience who may not know about your brand or what you do. Our aim is to move the user down the funnel to the consideration and, eventually, the conversion stage.

Content is key to both pulling users into the funnel, and moving users down the conversion funnel.

Discovery stage – Provide educational content such as blogs, whitepapers and ebooks that respond to what the audience wants and needs at this stage of the funnel. This usually answers common questions, teaching the audience something new.

Consideration stage – At the consideration stage of the funnel, content can be used to help the audience understand you and your product / service. For example, case studies, how-to content and product demos

Conversion stage – At this stage of the funnel, the audience is almost ready to buy, and so content can be used to give the final nudge. For example, testimonials and reviews.

By understanding the audience’s thought process and needs at each stage of the funnel, we can create content that helps to push the user towards conversion.

Content fuels other marketing channels

Writing content for your blog provides valuable marketing materials that can be used across your other marketing channels. For example, sharing blog posts and video content on social media channels, or sending your email list a newsletter which shares your latest blog post.

By sharing your content on social media, you can also get a feel for what your audience likes to read, so you can create more of the type of content that receives the most social engagement.

Content helps build organic presence and traffic

For a long time, it’s been said that “content is king” when it comes to improving a website’s SEO, and although Google’s algorithm is constantly changing, content continues to play a huge factor in SEO.

In order to get the most SEO benefit from your content, it needs to be high quality, informative and useful to your audience, as well as well optimised for search.

By consistently providing your audience with helpful, quality content, you can attract organic traffic, and are likely to improve your keyword rankings in the long term. 

Whilst content marketing might not deliver results overnight (unless you go viral!), it’s a vital part of any digital marketing strategy. Remember, the more effort you put into content, the better the benefits.

We understand that producing quality content can be a time consuming and difficult task, so if you need any help with your content marketing, or any part of your digital strategy, get in touch with our expert team.