Why Content Is Important To Your Digital Marketing Strategy

Written by Bridgette Weller Brown
on 29 Jun 2021

Not only is content marketing affordable, easy to create and dependable for long-term results, it can be CRUCIAL to a healthy digital marketing strategy.

What is content?

When we think about content, we tend to think purely about content that we post on social media – dog memes, funny cat photos, family photos; you name it!

In the world of digital marketing, content has a much deeper meaning.

Content is a general term used to describe any text, graphic, video or interactive website element.

Content gives value to a website by giving users reasons to go to your website.

For example, if you’re a dog groomer and someone visits your website to read a blog that you wrote on ‘5 Must-Know Tips When Getting Your Dog Groomed’, your business is in the front of their mind as the one that helped them with important information.

If your website has content, and good content, people have a good reason to visit it.

Digital marketers writing on a whiteboard the flow of a website, with lines from the drawing saying things like content and CTA.

(READ: Read This Before Building Your Website)

So, why is content important to your website?

Here are five reasons you need to have thoughtful and engaging content on your website.

Content Informs Your Audience

Content tells visitors about your business and industry.
Good content answers basic questions many potential customers might have about your business. For example, a cafe people might want to see the menu before they visit for a cuppa.

When you create content that informs your customers, you aren’t just telling them interesting facts about your business; you’re helping them by providing them with VALUE.

SEO

SEO or Search Engine Optimisation is the number one way to reach new clients through search engines such as Google and Bing.

You can bet that right now someone is using Google to research your industry or niche.

We go into more detail about how to get your content to rank in Google HERE.

That being said, you can work towards building content to rank in google. SEO is a long-term game that takes time to perfect. The more high-quality, engaging content you post, the more you’ll bring new visitors to your website.

(READ: How SEO can IMPROVE your Search Engine Rankings in Google)

Create Shareable Content

No matter what type of business you have, social media is essential. The platform(s) you use will depend on your target demographic. We don’t think a retirement village will be on TikTok any day soon.

By sharing links to your website’s content on social media, you’re organically getting people to visit your website (from there, you can even retarget them).

Be sure to make a social media account for your business today and start sharing content; what have you got to lose?

Turns Visitors Into Customers

Content on your site is ultimately there to turn new visitors into customers.

But how do you turn these visitors into new customers?

Content is king! You could use:

An About Us Video
A fantastic, value-driven blog with helpful, up-to-date information
A helpful fact-sheet
A how-to video or guide

With well-placed and thought out Calls To Action throughout the website, this can become the difference between a visitor and a conversion.

E.g. Someone watches an about us video, and at the end of the video, some text appears with information about getting in touch with the business.

(READ: Create Scroll-Stopping Content For Social Media)

Become an Authority within your industry

When you create content for your website, you’re telling the world that you’re an expert on your industry or niche.

Here at Caffeinate Digital, we build trust and relationships with our audience by giving away our best ideas for free.

Expertise can get you a long way.

If you want to launch a successful digital marketing campaign, you need content – but not just any, old content. You need good content that answers questions your audience is asking, packed with information your audience finds valuable.

(READ: What Is A Marketing Agency?)

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