In this article, we will discuss why content is the foundation of every digital marketing effort that you make.
You’ll see that some brands create a lasting impression through their content, whereas others fail. Some brands have to spend thousands of dollars every month to reach new customers, whereas some get them organically.
To make the topic understandable, I’ve also added some interesting examples. So, let’s get started.
What is Content?
Content is a piece of information online or offline, expressed through writing, video, audio, graphic, or any other medium to educate, entertain, or persuade people about an idea, emotion, product, or service.
In this internet era, everything that you interact with, like Youtube videos, memes you share, or the blog post you’re reading now, is all content.
Content has become an indispensable part of Digital marketing. In effect content is the foundation of Digital marketing.
Digital marketers use content in a countless number of ways to engage with their customers and build the authority that helps them to run a profitable business by selling a product or service.
Why is Content Important in Digital Marketing?
- Brings traffic to your website.
- Retains your website visitors.
- Nurtures your relationship with your prospect.
- Explains the need for your product to people.
- Converts your website visitors into customers.
- Leverages social media to get more customers.
- Builds your authority in the industry.
- Gets more customer recommendations.
1. Content brings traffic to your website.
People are searching for topics related to your business, and if you create problem-solving articles or videos, then it will attract free traffic to your website.
HubSpot is a classic example of this strategy. They create problem-solving articles that both people and Google love and share it on their website. It helps them to gain thousands of new customers every month.
2. Content helps you to retain your website visitors.
You created a fantastic article that impressed your website visitors because it solved their problem.
Now, if they leave your website, there is hardly any guarantee that they’ll come back. So, how to retain your traffic?
HubSpot does it excellently. They offer something valuable to their website visitors in return for their email address. It can be a free course, an ebook, or a checklist.
So if you ever visit HubSpot’s social media marketing guide, you can expect them to offer you a social media content calendar template in exchange for your email address.
This way, content helps you to retain your website visitors. This is known as permission-based marketing (a term coined by Seth Godin).
3. Content nurtures your relationship with your customer.
The company has taken your email address. They will thank you for joining their “family” and ask you to fill a form to serve you better.
Now they’ll send you a relevant email once or twice a week. This is how companies nurture their relationship with their customers.
You’ll now visit their website often and engage with their content. The more you engage, the more trust you develop for the company.
Trust is the foundation of every customer-business relationship, and this process helps the company in doing that.
It’s been a long time now, and you’re engaging with their content regularly, and you know very well what product or service the company offers.
Let’s suppose you were receiving these emails from HubSpot, and this festive season they are offering 50% OFF on their regular price. Will you buy it?
Maybe yes, only if you are using their free trial or you need their product.
4. The content explains the need for your product to your customer.
Ahrefs is an SEO tool that helps you find profitable keywords, analyze competitors, and a lot more technical stuff.
But Ahrefs has a problem; their product is too complicated for a novice to understand, leave alone he’ll be able to use it. It presents people with a massive amount of data that can be overwhelming.
Ahrefs has found a solution to this problem. Instead of teaching how to use their product, they teach how to solve their customers’ problems.
Suppose you don’t know how to find good topics for your blog. So, they’ll create a blog post or a video explaining how to find topics that are easy to rank on Google.
Instead of teaching what Ahrefs does (which nobody is interested to learn), they teach people how to solve problems using their tools (which everybody wants to know).
Both of them are essentially the same thing; it’s the perspective of content creation, making the real difference.
No matter how great your product’s user experience is, if your customers don’t know how to use it, they won’t use it. It’s your content, which helps them to get familiar with your product.
5. Content converts your website visitors into your customers.
Suppose you’re using ads to bring people to your website. What will stop them from leaving it?
Every person is visiting your website to solve their problem. If your content does not engage your visitor, he will immediately leave, giving a signal to search engines (like Google) that your content is not satisfying the visitor.
I am sure that you don’t want this to happen. If your website content is engaging and your customer finds it helpful, he’ll stay there and do what you ask him to do.
The more time a customer spends on your website, the more he gets familiar with your product or service.
Social media is like a coffee shop where people go to hang out. There they engage with content like memes, funny videos, etc.
It allows brands to engage with their customers through educational, motivational, or funny content.
People discuss a lot of topics on social media related to life, career, health, and much more. They face problems in every field and thus presents brands with an opportunity to discuss their solutions.
Jay Shetty creates motivational content and shares it on Instagram and Youtube. People love his videos, and this is how he turned into a brand.
He’s discussing the solution to problems people face in daily lives, whether emotional, physical, or psychological. People connect with his content and share a sense of relative identity.
This is how he turns his audience into paying customers, and people do it by their choice. He’s just one guy turned into a huge brand.
Now think what a company can do. Have you ever seen videos by Nike?
If you’ve, then you must be picturing those videos and images that inspire the athletes.
They hardly share any product updates on Social media. They share content that inspires their audience, the athletes.
Nike is not just a company, it’s a brand.
I’ve taken courses from HubSpot, read their blogs often, receive friendly emails, I follow them everywhere. Do you know why?
Because their content is one of its kind, they are the best resource for learning content marketing.
I have a strong belief that their content is great because I know it works. How do I know?
Because I tried and tested, but is it only me who believes them so much?
No. Every person in the content marketing industry recognizes them as one of the best resources.
This is what we call authority.
And what helped them to gain this authority? It’s the content that they create and share through blogs and social media.
8. Content gets more customer recommendations.
We tend to believe our friends and family members more than a random person from the internet.
If you’re using any company’s product or service and your friend asks you about it, what will you say?
It’s excellent. I like it. I think you should buy it. Here are some resources that will help you to learn more about it.
Or, it’s crap, don’t buy it.
Anybody can buy an ad on social media or Google, but no one can buy a customer recommendation, and it’s possible only if your customer trusts you.
Customer recommendations positively impact people’s buying decisions. Just two lines are enough to tell your customer whether they should buy your product or not.
In this blog, I shared my honest opinion about HubSpot and Ahrefs because I like their content a lot. And if you’ve never heard about them, after reading this article, you will know who they are.
HubSpot never asked me to promote them, but I am doing it because I like their content. This is the power of customer recommendation.
Good content is good customer service; if your customer loves it, then he’ll have a lasting impression on his mind about you, and he may even buy from you.
Content can help you to attract visitors to your website, retain them, nurture relationship, and turn them into customers. It also builds your authority in the industry and gets more customer recommendations which further attracts more customers.
If you like this article, then take two minutes to share it with one who needs it. Have a good day!