Our world has become increasingly reliant on the internet for both work and personal purposes. In fact, a study conducted by Comparitech found that the average person worldwide spends 6 hours and 57 minutes a day looking online. The average for Americans is seven more minutes than that. It’s no wonder, then, that many businesses have turned to digital marketing to promote their brand.
What is digital marketing? It is the action of promoting and advertising your business, products, or services online. The role of digital marketing is to drive traffic to your website and boost your leads and conversion rates. In this guide, we will focus on the content marketing portion of digital marketing specifically, but first we will give more background on digital marketing itself. Let’s jump in.
What Is a Digital Marketing Strategy?
A digital marketing strategy is one in which businesses use different types of digital marketing to appeal to their target audiences and get them to take action. This action can be anything from visiting their website, to scheduling a demo, to buying a product or service. When creating a digital marketing strategy, your team should set goals and determine the best methods of reaching those goals with a good return on investment. From there, you should analyze how each of your campaigns or methods are performing so that you can adjust your strategy accordingly.
A digital marketing strategy is not a set it and forget it strategy. It should constantly evolve to meet your business’s goals. Businesses are all about growth and drawing in more customers, so of course a digital marketing strategy will always have a place within your marketing efforts. DemandJump can help you with your strategy through data-driven insights. We will go over that and the importance of content strategy in the digital world a bit later.
What Is the Content of Digital Marketing?
There are lots of different types of digital marketing, but we will discuss six of them here: search engine optimization, pay-per-click, social media marketing, content marketing, email marketing, and marketing analytics. Let’s take a closer look at each.
Search Engine Optimization (SEO)
SEO is the process in which you try to boost your content on search engines so that it is easier to find. You do so by not only creating a lot of content, but also by including high-value keywords and phrases in your content. When we say high-value, we mean the keywords and phrases that your target audience is searching for the most. Include these in your content, and you boost the odds of your audience finding your content when conducting a search online.
That is not to say you should stuff your content with these keywords and phrases. Doing so can be distracting and makes for poorly written content. Instead, include enough keywords in your content to boost your odds of appearing on the first page of Google while still writing quality content. Why is it so important to get on page one of Google? Because 92% of search traffic on Google belongs to the first page. If your content ends up on any other page of Google, only 8% of searchers will even find your content, let alone click on it.
DemandJump provides you with the keywords and phrases to use in your digital marketing strategy so that you don’t have to figure them out on your own.
Pay-per-click refers to paid advertisements you place online. Think of those ads that appear at the top of Google search results or on social media feeds. SEO plays a big part in pay-per-click advertisements because you will have to choose a keyword or phrase that will help your audience find your advertisement. You have to be smart about it, ensuring that your word is searched for a lot but also that you won’t have too much competition appearing for that same word.
Typically with pay-per-click advertising, you only have to pay whoever published it for you if someone clicks on your ad and is redirected to your website. The ad only stays online as long as you continue to pay for it.
Social Media Marketing
Internet users worldwide spend about 147 minutes on social media per day. It only makes sense, then, to market on social media. Some of the most common social media sites that businesses use for marketing are Facebook, LinkedIn, Twitter, and Instagram. It’s important to be strategic when marketing on social media. For one, you will reach different audiences depending on which platform you post on. Your content should match the platform. For example, more formal posts would go on LinkedIn, whereas shorter, wittier posts would probably go on Twitter.
When it comes to what types of posts to make for social media, there are several routes you can take. You can:
- Mention fun facts or useful information
- Provide updates on new products or services
- Link to blogs, ebooks, or whitepapers that you’ve recently published on your website
- Share customer success stories
What is content marketing in digital marketing? It is the creation of content to teach your audience about your business and to inform them on solutions to their problems. The focus of your content should be more on informing your customers and less on selling to them. Some of the most common types of content marketing include:
We will discuss content marketing more in depth later in this guide. DemandJump has tools to guide you on what topics to write about to drive the most traffic to your website. We’ll discuss that later, too.
Email marketing is exactly what it sounds like: sending your audience emails to inform them of new products, services, and offers your business has. The key to email marketing is to create a sense of urgency in your audience. You can do so by telling them your offer is only available for a limited time or explaining to them that they have to get what’s new if they want to stay up with the latest trends.
The most effective email marketing campaigns:
- Give your audience a way to opt out of emails.
- Send emails targeted specifically to certain members of your audience.
By creating an email campaign with these standards, you prevent your potential customers from seeing your emails as spam while still keeping them up-to-date on what they need to know about your business.
Marketing analytics is your way of tracking how your digital marketing strategy is performing. It can tell you how many people click on or interact with your content, how long they view your content, and what content might be generating leads for your business. Analyzing this data after publishing content will allow you to see which content is or isn’t effective so that you know what to keep doing as well as what to improve on in the future. It can also show you which products or services are the most appealing and which aren’t so your team can decide whether to keep offering that service or product.
DemandJump will track your content’s performance for you to make managing your digital marketing strategy easier.
What Is the Importance of Content in Digital Marketing?
There are six main benefits of content creation on a digital platform. Let’s take a closer look at each.
Boosting Organic Traffic
It is much harder to make sales if no one is visiting your website. After all, unless you have a ton of billboards or commercials on the air, no one would really know what your business is and what it does. Including content in your digital marketing plan helps you boost traffic to your website. How does it do that?
First, if your content appears high enough on search engine results and people are clicking on it, odds are they are redirected to your website. Second, if your content is engaging enough, your audience will more likely take the call to action you include in your content. This, too, will drive more people to your website. Lastly, good content will inspire your audience to read other content on your website to learn more. Effective internal linking within your content will help with that.
Establishing Your Business as an Authority
If you create an effective content marketing strategy, you can establish your business as an authority in your industry. Getting your content to page one of Google shows that your business knows its stuff. How do you do that? Not only through the use of SEO, but also through internal linking.
With Pillar-Based Marketing, you create one long piece of content (pillar), at least three medium length pieces of content (sub-pillars), and at least twelve pieces of shorter content (supporting blogs). The blogs should link to the related sub-pillar and pillar, and the sub-pillars should link to the related pillar. By creating this content pyramid of sorts, search engines identify your pillar as an authority because you have so many pieces of content linking to it.
To learn more about Pillar-Based Marketing, check out DemandJump University.
Building Your Brand
Your content is a great way to show your audience who your business is. Your brand is your business’s identity. You can use your content to set your business’s tone, explain what matters to your business, and what your business does. By establishing a brand and keeping it consistent on every platform you use, you set your business up for brand recognition. The more people who start to recognize you, the more people you are likely to convert.
Establishing a brand for yourself also allows you to better relate to your audience. If they realize that your business cares about what they care about and addresses their needs, they will more likely visit your website and hopefully buy your products or services.
Connecting With Your Audience (or Target Audience)
As we mentioned in the previous section, connecting with your audience is a big purpose of content marketing in the digital sphere. Using SEO, you can connect with your audience by including the words and phrases that they use when searching for solutions to their problems. From there, you should write content that addresses their problems and explains how your business can solve them. This content does not have to be sales-heavy and probably shouldn’t be (all the time). Instead, it should focus on teaching your audience and giving them what they need to make their lives easier. By doing so, you build trust among and a connection with your audience so that they will more likely turn to you in the future when they need something else.
Including a call to action in your content will also help you connect with your audience. This can be anything from encouraging them to visit your website, schedule a call, or buy your product or service. By encouraging them to take action, you put the ball in their court and have them interact with your business. Note that you should save the call to action until the end of your content so that you can establish that trust and relationship with your audience.
Boosting Conversion and Lead Generation Rates
When you connect with your audience, you increase your odds of boosting conversions and generating more leads. This is what your entire digital marketing strategy builds towards. After all, your business’s goal is to make a profit. By appealing to your audience’s emotions and needs and then introducing your business as a solution via your content, then you encourage your audience that what you offer is right for them. This, in turn, grows those leads and conversions that you strive for.
Building Brand Loyalty
Once you’ve sold to your customer, you have an easy foot in the door for future sales. You can use your content to teach them about other products or services you offer so that they will continue to turn to you as a solution to their needs. By continuing to establish yourself as an authority, too, you reassure your customers that you are reliable and trustworthy. After that, your customers will more likely suggest your business to friends, family, and peers when they face the same problems.
Why Is Content Writing Easier With DemandJump?
Content marketing for business is easy with DemandJump because we take the guesswork out of content creation. We not only generate Insight Reports for you so that you know what to write about, but we will also give you a list of keywords and phrases you can use within your content. We even show you where both you and your competitors are ranking for those keywords so you can make sure you are picking the best ones to reach your target audience.
We also offer Pillar-Based Marketing courses through DemandJump University. Access to this training is free for anyone who has a DemandJump account and offers certifications with a passing score at the end of each course. This content marketing institute will show that you know all about the latest method of content marketing.
Once you post your content, we also provide you with analytics showing how each piece is doing. Specifically, the data will show you where your content is ending up on search engines and how it is doing compared to the content your competitors created using similar keywords. Make content creation easy with DemandJump to drive the results you want.