Content in the Digital World: What is Digital Content & Why Should You Create It?

One of the most important types of marketing content you can create anymore is digital content. When we talk about digital content in marketing, we mean kind of what you’d think – website content, blogs, videos, audiograms, webinars, ebooks, etc etc etc. The stuff you make and then deploy on digital channels to connect to your audience.

But let’s get a little more technical and add in a critical question: What is digital content and how can you create it?

A more technical way to describe this (incase you need it for backup to sell why content is so important!) is as follows:

Digital content in marketing refers to the creation, distribution, and promotion of online materials to engage, inform, and persuade a target audience. It encompasses a wide range of formats and platforms, leveraging the internet and digital technologies to reach audiences in a dynamic and interactive way.

Here are the key types of digital content in marketing:

  1. Website Content:
    • The content on a company’s website is a fundamental component of digital marketing. This includes homepage content, product or service pages, blog posts, and other informative materials. Well-optimized website content is crucial for search engine visibility (SEO) and providing value to visitors. And if you add value and people find your content informative, your SEO ranking increases. It’s a big circle!
  2. Blogs and Articles:
    • Blogging is a popular form of digital content that allows businesses to share industry insights, thought leadership, and valuable information with their audience. Articles can cover a wide range of topics, addressing customer pain points, industry trends, and frequently asked questions. A lot of times, the topic of blogging is debated – is it really necessary? – and while length and topics change depending on the marketing trends, it’s still a way to rank for SEO and still important for a lot of industries.
  3. Email Marketing:
    • Email remains a powerful digital marketing channel. Businesses use email campaigns to deliver personalized content, promotional offers, newsletters, and updates directly to subscribers’ inboxes. Email marketing is effective for nurturing leads and maintaining customer relationships. Email may just hang on forever.
  4. Social Media Content:
    • Social media platforms are a hub for digital content. Businesses create and share various content types, including text posts, images, videos, and infographics, to engage with their audience on platforms like Facebook, Instagram, Twitter, LinkedIn, and others. This is a huge blind spot for a lot of businesses – and rightfully so – it takes a lot of work and coordination to do social media and to do it well!
  5. Video Content:
    • Video has become a dominant form of digital content. Businesses use videos for product demonstrations, tutorials, behind-the-scenes looks, and storytelling. Platforms like YouTube, TikTok, and Vimeo are popular for hosting and sharing video content. Video is not going anywhere.
  6. Infographics and Visual Content:
    • Infographics present information in a visually appealing and digestible format. Visual content, including images, graphics, and charts, enhances the overall user experience and helps convey complex information more effectively. These also see to do well on places like LinkedIn
  7. Podcasts and Audio Content:
    • Podcasts have gained popularity as a convenient way for audiences to consume content while on the go. Businesses create podcasts to share industry insights, interviews, and discussions, tapping into the growing market for audio content. Many people still find their information and influencers on podcasts – so this is a great content dissemination platform for a lot of industries.
  8. Ebooks and Whitepapers:
    • Ebooks and whitepapers are long-form digital content that provides in-depth information on specific topics. Businesses often use these formats as lead magnets, offering valuable content in exchange for user information.
  9. Webinars and Live Streaming:
    • Webinars and live streaming events allow businesses to connect with their audience in real-time. These formats are used for product launches, Q&A sessions, expert panels, and interactive presentations.
  10. User-Generated Content (UGC):
    • Encouraging customers to create and share content related to a brand or product is a powerful strategy. UGC, such as customer reviews, testimonials, and social media mentions, builds authenticity and trust.

So why is digital content so important to marketing strategies and teams, no matter the size?

The importance of digital content in marketing stems from several key factors:

  1. Online Presence and Visibility:
    Digital content is essential for establishing and maintaining an online presence. It helps businesses and brands become visible to their target audience in a crowded digital landscape.
  2. Audience Engagement:
    Compelling digital content is crucial for engaging audiences. Whether through blog articles, social media posts, videos, or interactive content, businesses can capture and hold the attention of their target customers.
  3. Search Engine Optimization (SEO):
    Search engines value fresh, relevant, and high-quality content. By consistently creating and optimizing digital content, businesses can improve their search engine rankings, making it easier for potential customers to find them online.
  4. Brand Building and Awareness:
    Digital content serves as a powerful tool for building and reinforcing brand identity. Consistent messaging, visual elements, and storytelling through digital channels contribute to brand awareness and recognition.
  5. Lead Generation:
    Valuable and relevant digital content, such as ebooks, whitepapers, webinars, and downloadable resources, can be used to attract and capture leads. This content helps initiate and nurture relationships with potential customers.
  6. Customer Education:
    Businesses can use digital content to educate their audience about products, services, industry trends, and best practices. Educational content positions the brand as an authority and helps customers make informed decisions.
  7. Social Media Engagement:
    Social media platforms thrive on dynamic and shareable content. Businesses leverage digital content to engage with their audience on social media, encourage sharing, and foster community interaction.
  8. Adapting to Consumer Behavior:
    With increasing reliance on digital channels for information, entertainment, and communication, businesses need to meet customers where they are. Digital content allows businesses to adapt to changing consumer behavior and preferences.
  9. Cost-Effectiveness:
    Digital content can be a cost-effective marketing solution compared to traditional methods. Online distribution, the ability to reach global audiences, and the potential for organic reach on social media contribute to cost efficiency.
  10. Personalization:
    Digital content allows businesses to personalize their messaging based on user demographics, preferences, and behaviors. Tailoring content to specific segments enhances relevance and engagement.
  11. Global Reach:
    With the internet breaking down geographical barriers, digital content provides businesses with the opportunity to reach a global audience. This global reach is particularly valuable for businesses with international aspirations.

When we talk about digital content in marketing, we’re basically diving into a whole bunch of stuff created and shared online to connect, inform, and persuade our audiences.

Think website content, blogs, videos, audiograms, webinars, ebooks, and the whole digital shebang. It’s like our secret sauce strategically sprinkled across the internet to do cool things.

From making sure our website is SEO-ready to rocking it on social media, digital content is a superhero. It’s the reason we’re visible online, building our brand, grabbing attention, getting leads, sharing knowledge, and keeping up with what the audience is asking for. Make 2024 the year you really knock it out of the park with your digital content!