Digital Marketing Content: How to Create Compelling Content
On this page, we’ll answer all your questions about content marketing, including:
- What is content marketing?
- Why is creating digital marketing content important?
- What types of content can I create?
- How can I create an effective content marketing plan?
Constructing a winning content marketing strategy is no small feat, so if you feel overwhelmed, turn to the experts at WebFX. With over 25 years of experience, we know how to create content that helps you attract qualified leads for your business. Contact us online or call us today at 888-601-5359 to speak with a strategist about our content marketing services!
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Content marketing definition
So, what is content marketing? Content marketing is the creation and distribution of industry-related information through your website or other channels like social media platforms or emails. You create digital marketing content with various goals in mind — from wanting to increase rank in search to wanting to earn more qualified leads.
Why is creating digital marketing content important?
Now that we’ve answered, “What is content marketing?” and provided you with the content marketing definition, it’s time to answer the next common question: Why create it?
Here are five benefits of creating content for your business:
1. Digital marketing content helps you rank better in search results
One of the biggest benefits of digital content marketing is that it helps you rank better in search results. Content marketing and search engine optimization (SEO) go hand in hand. You need content to help you rank in search results, but your content cannot rank without SEO.
When you create content and optimize it for search engines, you can rank higher, and therefore drive more qualified traffic and leads to your site. This increase in traffic to your site sends a positive signal to Google that your pages are relevant, so it will rank you higher in search to help more people find your useful content.
2. Digital marketing content helps you establish yourself as an authority in your field
When you create content, you create pieces related to your industry — allowing you to share your knowledge and expertise. You cover numerous topics in your industry that your audience wants to learn about and know.
By providing thorough and informative content, you establish yourself as an authority in your field. You not only show you’re knowledgeable, but you become a trusted source of information about topics related to your industry. As a result, people can see you know your trade well and feel confident that you’re an expert.
Your audience’s confidence in your expertise can lead more people to buy your products or choose your services when they’re ready to convert.
3. Digital marketing content helps you drive more qualified traffic to your site
One of the biggest benefits of digital content marketing is that you drive qualified traffic to your site. Since you’re creating content that’s relevant to your industry, the people who visit your site through your content are interested in what you offer.
As a result, you obtain more qualified traffic that can turn into leads for your business.
4. Digital content marketing helps you drive results over time
When you create content, you’ll often create evergreen content. Evergreen content is content that lasts over time and remains relevant long after it’s published.
This content remains sustainable as time passes, which also means it can drive results over time. If your content continues to stay relevant, you can drive traffic, leads, and conversions for your business — through that content — without having to lift a finger.
5. Digital marketing content helps you have information to share through other channels
One of the biggest benefits of digital content marketing is that it’s easily shareable. When you craft content, you have multiple ways you can promote your content to your audience. From social media platforms to email marketing, you can easily share your content with your audience.
With social media, you can post your content directly to your social media pages and share it with your followers. It enables you to have more opportunities for engagement to share with your audience. Not to mention, sharing content also enables you to drive more traffic to your content and boost its performance in search results.
As for email marketing, digital marketing content is a great way for you to engage email subscribers. Since you know these prospects are already interested in your business, you can send them tailored content that aligns with their interests — helping you nurture leads and drive traffic to your content all at once.
As a result, you can drive more traffic to your site, which can help increase your content’s ranking in search results.
Missing your target audience?
Without the right promotion and content distribution, you’ll miss the bullseye every time.
Always hit your target audience with WebFX
We use a variety of strategies to help you appeal to your target audience with stellar content, link building, retargeting, and so much more.
What types of content can you create?
Now that you know the importance of creating a content marketing plan, you may want to create content. So, what type of content can you create?
Here are five types of content you can create:
1. Blog posts
The most popular type of content you can create is blog posts. Blog posts are written pieces of content that take a more casual approach to sharing information. This content is one of the most common formats companies use to share information.
Another great form of digital content marketing is infographics. Infographics are pictorial representations of information. These graphics often contain statistics or information about a process to help illustrate the information better.
Videos are a trendy format for presenting information. This visual representation of content involves presenting information with graphics, voiceovers, and more. It’s a great medium to get a lot of information out fast in less time.
Another type of content you can create is guides. Guides provide more in-depth information about a topic. This content is great to rank in search results because it provides a lot of information, which keeps leads on the page longer.
Another option when you create digital marketing content is ebooks. Ebooks are longer pieces of content than guides — they provide a well-rounded view of a topic. Many companies will often gate this type of content, but if you want it to count towards your SEO, you don’t want to gate it.
4 tips for creating compelling content that drives results
When you build your content marketing plan, you want to create content that helps your business drive more qualified traffic to your site. Here are four tips to help you create content successfully:
1. Focus on search intent
The first tip we’ll cover regards search intent.
When you craft content, you use keywords to help it appear in relevant search results. To help your content rank in relevant search results for your selected key terms, you must look at the search intent.
The search intent tells you what users expect to find when they search for a term. For example, if you search “polymer clay earrings ideas,” you’ll see the search results focus on lists of ideas, as well as how to make polymer clay earrings.
Based on this information, you would determine that covering ideas and explaining how to make the earrings is fundamental to include in your content.
By looking at the search intent, you can determine how to shape your content to ensure that you’re delivering the right information and that it can rank in search results.
2. Update any old content
If you want your content to have longevity, you need to update it. Things change in your industry, so your content should reflect those changes.
You can have great content, but if it’s outdated, it may not perform as well. These changes might be something simple like updating a statistic or clarifying the new steps to a program.
When you update your content, it will continually perform well.
3. Make it easily readable
If you want to know how to do content marketing, start by making your written content easy to skim. Readability is critical because it determines whether people continue to engage with your content or leave your site.
Here’s how you can make your content easily readable:
- Make sure you choose web safe fonts
- Break up text into 2-3 lines
- Use images and videos to help break up walls of text
- Refrain from overusing jargon
- Integrate bulleted and numbered lists when appropriate
4. Use a content calendar to publish content often
The last tip we’ll share on how to do content marketing successfully is to use a content calendar. Content marketing requires frequent creation and publication to keep a steady stream of traffic coming to your site. With a content calendar, you can plan when to create and publish content.
A content calendar makes it easy for you to determine when to publish content and help you stay focused on your strategy. You can identify where there are gaps in the content process and ensure you fill them.
Start creating digital marketing content today
Creating digital marketing content is a great way for you to drive more qualified traffic to your site and grow your business online. But if you aren’t sure where to start with your content marketing, WebFX can help.
We have over 25 years of experience in creating content for our clients. We know how to craft content that drives results for our clients — we’ve driven over $3 billion in revenue and over 7.8 million leads for our clients in the past five years.