Content, Content, Content!

Content is one of the most important features in an effective digital marketing strategy and should be at the foundation of every campaign you run.

Digital content is a flexible marketing medium that suits every type of business in terms of size and niche. It includes any type of text, image, graphic, video, or other interactive elements on your website or other online platforms (including your social media, YouTube channel, podcast, etc).

It is also the tool that gets your key Value Propositions and Brand Messages across to your audience. Content underpins and ensures your brand’s connection with your customer by not only depicting and conveying your brand identity, but also by addressing your target audience’s needs, providing information or interest, and showing your audience why they should choose your product or service to meet their needs. It brings visitors to your website, provides internal links to your landing pages, and earns links from other websites. This supports and is essential to your SEO efforts for ranking in Google search engine results pages.

Moreover, content is affordable, dependable, versatile, and high-quality content is essential to your digital strategy’s success.

Did You Know?

• The top three content marketing strategy platforms for increasing customer engagement and conversions are Video, eBooks, and Blogging. (HubSpot)
• Online video constitutes more than 80% of online traffic and, on landing pages, video can increase conversion rates by 80%. (Omnikick)
• Companies that exploit video marketing have a 49% faster revenue growth than those that don’t. (InfographicWorld)
• 70% of consumers prefer to discover a company via articles over advertising materials. (DemandMetric)
• Worldwide, there are currently more than 600 million active blogs. (GrowthBadger)
• Companies that blog regularly generate 67% more leads than those that don’t. (DemandMetric)
• The addition of a blog to your brand’s website can increase its likelihood of search engine ranking (and visibility) by more than 400%. (BlueCorona)

Features of Quality Content

No matter which form your chosen digital content takes, it must meet several criteria:

1. It must inform your audience. It tells them about your business and each content offering focuses on a particular topic or specific information that addresses a need or pain point for your customer. It provides value to its audience.
2. A clear call to action must be incorporated into your content messaging so that your customer can easily understand and positively act upon or engage with it.
3. Your content must also be shareable across multiple platforms, including (but not limited to) social media – particularly Facebook, Instagram, Twitter, and LinkedIn.
4. It must be on-brand. You need to apply your unique brand identity across all of your content, from your website to your in-house offerings, across your social platforms and via all forms of direct messaging (e.g., email, traditional post, print media, SMS, etc). Presenting a brand consistently across platforms can increase revenue by up to 23%. (Forbes)

Types of Digital Content

One of the major benefits of digital marketing is that you can test and analyse the results delivered by different types of digital content. Through this process of trial and analysis, you may thereby identify which approach to content works best for your business and your audience and provides you with the greatest ROI.

The most common (and most effective) types of digital content include:

• Blogs – preferably hosted on your website, your blog gives your site a dynamic edge and delivers high-value, linkable content that’s easy to share via email, newsletters, and social media.
• Video – extremely popular, video is the easiest form of content for most audiences to consume and it is highly engaging across the board. It includes tutorials, product features, how-to’s, customer testimonials, introductory explainers, and behind-the-scenes content.
• Graphics/Infographics – these are also highly shareable, especially on platforms like Facebook, Instagram, and Twitter. They help simplify information and grab attention to tell a story fast.
• Downloads – include the following:
  • White Papers advocate for a specific solution to a particular problem. These may include original research and are high-authority pieces.
  • eBooks are downloadable long-form content of at least 10,000 words. Content should be divided into topics/chapters and offer a deeper insight into your industry to share knowledge as an authority.
  • Promotional Offers captivate and engage your audience with a strong incentive to interact and convert.
• Podcasts – more consumers are subscribing to podcasts and this is a great opportunity for content marketers to reach a new audience pool. They are great for informing about a brand or product, and videos and blogs can easily be converted into podcast form.

Other types of content may include:

• Memes
• Case Studies
• Research and Data
• Checklists
• Ho-To Guides
• Live Chats
• Webinars
• Photo Galleries
• Q&As
• Newsletters
• Guest Posts
• User-Generated Content
• and much more

Talk to An Expert Strategist Today

Do you need help with your digital content strategy?

Get in touch with us at Dot-to-Dot Digital and talk to an expert strategist today!

There is no easier, nor better way to earn conversions than through the creation and provision of high-quality, targeted digital content. It also positions you as an authority in your niche – garnering trust and loyalty from consumers.

We are digital content marketing experts with the creative insight and professional experience to help you identify the best approach to strategic digital content for your business and your niche. We will work with you to understand your brand and your goals, and help you design and implement a digital content strategy to capture attention and get results. From blogs to video content, graphics, and much more, we do it all.

Contact us now – we look forward to having a chat with you and helping you boost your visibility online with the best possible content strategy for your business and your audience.