Content is king. There is no denying that this is an integral part of digital marketing.
About 87% of marketing visionaries see content as the core of their marketing strategy. This explains the importance of content and its influence in the digital realm.
Content is everywhere. Blogs, Tweets, Pictures, Movies, Music, Ads, Video Games, NFTs, etc. We consume content in both its traditional and evolved forms on a daily basis.
Whether you are a giant in your respective niche or just starting out, content is the key to ensuring consistent growth.
Content helps you outshine the competition in the digital rivalry. Plus, it fuels your sales funnel by allowing you to generate quality leads.
So, content is king in digital marketing. But, if you think differently, here are the eight reasons that would make you change your mind.
1. You can’t have a digital presence without content
You need content to access the digital world. Think of your website with no published content and no pages or blog content – simply existing without any information. Would a blog like this add value to your brand? Obviously not.
Content turns a blank website into a platform that offers tailored solutions. It helps you tell your story as a brand and deliver the message to the target audience. Without it, your digital identity is nothing more than a parked domain name.
2. Content helps you connect with your audience
Understand the importance of content in digital marketing. First, think about how you typically communicate with your audience. Whichever mode you prefer, content helps you reach your current and potential customers.
People explore search engines, social media platforms, or online communities to seek answers to their questions. And the only way to gain their trust is to offer them the best solutions.
Content allows you to generate awareness and solve problems regarding your respective niche. Moreover, it helps you communicate with your audience through blogs, videos, social media posts, podcasts, and more.
Educating your audience and solving their problems is a sure strategy to gain traction and become a trusted brand in the industry. Content makes it all possible.
3. Content facilitates the value proposition
Customers do not associate themselves with products or services; they associate with brands. You cannot outperform your competitors simply by offering good products or services. You have to adopt a brand persona.
Content allows you to drive brand loyalty through a value proposition. It allows you to stand out from other players in your industry. How? By helping you answer questions from your target audience.
Through content, you help your audience explore desired solutions. First, research areas of your niche that your competitors have overlooked. Then, based on the collected data, create a content strategy that builds topical depth regarding your niche and your shoulder niches.
Your brand would grow and become more relevant with each answer to customer questions. You would add value by providing answers that people are looking for. This not only sets you apart from the competition, but also helps you gain the trust of your target audience.
4. Content offers scalability
Content has a variety of forms, text, audio, visual, virtual, augmented reality, and more. Content diversity makes it easier to scale your digital marketing strategies. Plus, it helps you tailor your messages to your audience demographics and their preferred digital platforms.
About 43% of people search for desired solutions through social media. Now think of all the social media platforms out there. For example, each platform has different user demographics and respective content formats for Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and TikTok.
Content allows you to leverage various digital platforms to get your message across. You can design marketing campaigns to best serve your audience profile powered by different content formats depending on the use case.
5. User Generated Content
Businesses often struggle to capture quality leads, especially when they’re just getting started. There are several reasons for this. The most important thing is that people have a hard time trusting new brands.
In this scenario, adding social proof to your site is one of the viable strategies you should consider. User-generated content can help you build trust with your target audience by showcasing the experiences of satisfied customers.
People are often reluctant to try new products. Thus, they rely on the experiences of other people who have tried the products before them. Many companies have recognized an average increase in conversions of 161% from user-generated content.
User-generated content is a powerful tactic for fueling your conversions. Sometimes it’s the last nudge a customer needs to make a buying decision. Moreover, there is no associated cost.
User-generated content not only fuels your conversions, but also your search engine rankings. Since search engines prioritize user experience, ratings and reviews are likely to have a significant impact on your SERPs.
6. Content Helps You Earn Quality Backlinks
Did you know that around 91% of websites don’t get organic traffic due to a lack of backlinks?
With content, you earn quality links for your site by posting your articles on third-party platforms. This process is called guest posting. And it is one of the effective content marketing tactics to generate leads that are likely to convert.
Quality backlinks not only give you the traction you want on your site, but also help you build authority around topics that resonate with your niche. Additionally, backlinks help you improve your search engine rankings on targeted search queries.
That’s not all. Backlinks created through guest posts increase your reach exponentially. You write about topics that appeal to your audience and post the content on third-party sites. This helps you increase your reach exponentially and attract quality leads.
7. Content helps you climb search engine rankings
According to Google’s guidelines, the search engine prioritizes quality content above all else. This is why around 72% of marketers consider content creation to be the most effective SEO tactic.
Content is one of the most effective ways to improve your search engine rankings. Indeed, people use search engines to explore solutions adapted to their respective queries. And most of them do not go beyond the first page to see the recommendations.
This is why ascending search engine rankings is one of the top priorities for growing businesses in various industries around the world.
To do this, start by finding the keywords that best represent your niche. Then, produce content on the topics most searched for by your audience. Third, ensure thematic depth, because you are not the only one targeting the selected keywords.
If your content caters to your audience’s queries and details, you will likely rank higher on the respective keywords. Again, this is because search engines prefer detailed content created around the concerns of the respective audience.
User experience also matters a lot to search engines. You must therefore ensure that your content is readable, fresh and complete. Also, your content should facilitate users, not overwhelm them. So, stick to the topic and keep it simple.
All in all, to climb search engine rankings, know your audience, follow industry best practices, and create quality content according to search engine guidelines.
8. Content facilitates influencer partnerships
Influencer marketing is one of the digital marketing strategies that has gained popularity over the years. This is one of the smart marketing tactics in which you reach the masses by incorporating famous personalities.
There are many reasons for the rise of influencer marketing. For starters, about 72% of customers look for reviews when shopping. Plus, it’s reassuring for customers to know that others before them have purchased a product or service and had a decent experience.
Most influencers are as famous as famous celebrities. Thus, their recommendations are often perceived as outweighing those of a layman. This is why around 49% of customers trust the recommendations given by influencers to make informed decisions.
However, finding and onboarding the right influencer can be difficult. Nano and micro-influencers simply don’t have enough followers, and influencer support from the middle tier up isn’t easily persuaded.
Most partnerships don’t last long, even if you manage to onboard the right influencer. In most cases, the reason for these failed partnerships is content. Influencers demand creative freedom and companies are reluctant to release them due to their branding at stake.
A well-designed content strategy solves this problem once and for all. It helps you develop a message that fits your brand well and resonates with the audience of embedded influencers.
It’s a Wrap
There are many reasons that prove the value of content in digital marketing. But, those above are some important ones to consider.
The content is versatile and has diverse implications for all industries. It helps you connect with the target audience, generate awareness, score quality leads, launch your sales funnel, and deliver tailored solutions.
Regardless of the use case, you cannot remove content from digital marketing. It has a direct or indirect impact on every strategy you create.
Featured image credit: provided by the author; Thanks!