10 Remarkable Benefits of Content Marketing
What is a Digital Marketing Platform?
Modern marketing relies on technology to analyze the comprehensive performance of a marketing campaign, and help guide future strategies and decision making. The best way to define a digital marketing platform is to break it down into its two parts: digital marketing and digital business platforms. Let’s take a look at how the two relate:
Digital marketing is any marketing initiative that leverages online media and the internet through connected devices such as mobile phones, home computers, or the Internet of Things (IoT). Common digital marketing initiatives center around distributing a brand message through search engines, social media, applications, email, and websites.
Today, digital marketing often focuses on reaching a customer with increasingly conversion-oriented messages across multiple channels as they move down the sales funnel. Ideally, marketing teams will be able to track the role each of these messages and/or channels plays in reaching their ultimate goal.
Examples of Digital Marketing Assets
What is a Digital Marketing Platform?
Gartner notes that in the context of modern business, platforms are tools that provide multiple business or technology capabilities. While there are tools to address specific functions within one business need, such as a single tool to schedule social media updates alone, platforms support multiple functions across these needs. Platforms typically enable a more extensive set of functions with APIs, integrations, and partnerships with other applications or data sources.
Now, let’s revisit the initial question. What is a digital marketing platform? A digital marketing platform is a solution that supports a variety of functions within the realm of marketing over the internet. According to Gartner , it is important to note that to classify as a platform, the solution cannot claim to support every component of digital marketing – but will rather cover functionality like media buying , performance measurement and optimization, and brand tracking. However, it may not cover other marketing efforts like SEO, social media.
Why content marketing is important
According to Hubspot, content marketers who prioritize blogging efforts are 13X more likely to see positive ROI than those who don’t. And according to Kapost, businesses that engage in content marketing capture 7.8X more organic traffic than those that don’t. Furthermore, Demand Metric states that content marketing generates 3X the leads, but costs 62% less than other digital marketing channels.
Brands that invest in full-funnel content marketing tend to dominate search more efficiently. Terakeet recently published two organic search market share reports with surprising results. Both the beauty market report, and the financial services industry report, revealed that billion dollar brands were losing organic market share to online publishers that create high-quality long-form content.
Top benefits of content marketing
1. Boost your SEO and traffic
Anyone who’s serious about inbound marketing knows you can’t win at SEO without a killer content strategy. In fact, effective content creation is the foundation of organic search, and the best way to drive more website traffic.
After you address technical SEO issues on your website, do you sit back and wait? Of course not. You continuously generate high-quality content that excites your audience. When you produce useful content that answers searchers questions, Google will reward you with better rankings in the search engine results pages (SERP).
Additionally, backlinks from high-authority websites and blogs boost Google’s trust in your site. But don’t expect anyone worth their link juice to cite generic, watered-down pieces of content. They want unique, data-driven content that excites, intrigues, informs, inspires, and entertains.
Content marketing also adds keywords to your arsenal with every piece of content you produce, helping to strengthen results for your long-tail keywords. Those keywords accrue over time with every piece you create, pulling in a diverse array of hungry, targeted traffic. As a result, your SEO strategy will yield long-term and compounding ROI.
2. Establish expertise authority and trust
To watch a brand really land this one, search any beginner-related ecommerce topic (example: “ways to increase your ecommerce sales,” or “what should I sell online”). Then, look at the SERPs. We’d bet money that Shopify will show up on page one for at least one of those queries.
Shopify’s goal is to provide a platform that’s simple and beginner friendly. And they reach their target audience by providing expert-written evergreen content that solves pain points and builds customer relationships.
As Shopify clearly demonstrates, content marketing for ecommerce websites extends well beyond transactional pages. Useful, data-driven blog posts can earn trusted brand mentions from authoritative websites. That enhances E-A-T, which strengthens SEO.
So, when that aspiring entrepreneur finally decides to stop planning and start doing, Shopify will be their platform of choice because of the expertise and authority it has established through every step of the customer’s journey.
Authority isn’t siloed in the SERPs, either. If you aim to be a thought leader on a trusted industry website, everyone who reads the article will view your brand as a credible, high-authority source of information.
3. Create brand awareness
Mazda is also a great example of how different types of content build brand awareness. Their Zoom-Zoom Magazine is one of the best examples of content marketing in the automobile industry. The magazine offers inside looks into the testing of Mazda vehicles, fun stories about how many states someone could drive through within 24 hours, and employee highlights. The magazine is all about celebrating the Mazda community, and they even get readers involved by asking them to share their Mazda experiences on social media using #ZoomZoomMazda.
In fact, that’s the very definition of brand awareness. Whether someone encounters your content in the SERPs, an industry resource, or a link from a friend, they are exposed to your company and products. And before you know it, you have a new army of brand advocates.
4. Let your brand personality shine through
The first thing any branding expert will tell you is that a brand is much more than a logo and color palette. Successful brands reach deep into their values to paint a complete picture of who they are, what drives them, their customer promise, their differentiation, their personality, and their values.
Think of Sephora. Their massive content hub isn’t just run by a bunch of biased employees — it’s also fueled by the customers themselves. In addition to their various effective marketing campaigns that promote inclusivity, body positivity, and similar causes, Sephora also fills their blog with recommendations, tips, and advice from their own customer base.
Besides keeping employees happy and creating great products, the primary way brands demonstrate these values? Their voice. From upbeat and energetic to authoritative and straightforward, your brand voice lays immediate groundwork for the story of who you are. A category page or product page in your website may not afford you a great opportunity to let your brand personality shine through. However, good content gives you that platform in spades.
5. Connect with your audience through multiple learning formats
Your potential customers all have unique needs, and there’s not a universal format that suits every need at once. Some people are visual learners, while others prefer to read. Others only want to skim bullet points, and still others would rather just watch a video or listen to a podcast. One of the benefits of content marketing? Keeping your voice and values consistent throughout while flexibly offering formats that meet many different customer needs.
Measure and Track Results
An aspect of internet marketing that is rarely available with traditional marketing is the ability to measure and track results. With online marketing, your business can utilize varying tools for tracking the results of your advertising campaigns. Using these tools, not only can you measure and track but also illustrate the progress of your marketing campaign in detailed graphics. The ability to quantify your marketing efforts is the best possible thing that can be there.
Measuring and tracking results gives your business a better idea of how your marketing campaign is faring. It gives you an idea of how you can better grow your traffic, leads, sales, and conversions. Without the ability to measure and track your results, you cannot alter or modify your marketing campaign so that it can better deliver the results you desire.
Traditional vs Digital PR & Marketing: 10 Advantages
Marketing is powerful. It allows you to connect with prospective customers in a bid to persuade them to buy your product or subscribe to your service. It’s one of the key activities that every business must take part in, because no business can expect to thrive without effective marketing and PR.
Digital marketing in particular is now the front-runner in reaching current and prospective customers. It’s become an essential piece of a modern marketing and PR strategy, overshadowing traditional marketing like print publications, billboards, and direct mail.
Every day, much of the global population spends significant time on digital platforms. Over the last decade, businesses have become increasingly aware of this fact and have committed to leveraging these platforms to promote their goods and services. Since marketing is about connecting with customers in the right place at the right time, online is where you need to be.
Regardless of your business industry—be it a global consumer app or a local ice cream retailer—you can benefit immensely from digital PR & marketing. The advantages over traditional marketing channels are significant, and it weaves in seamlessly with PR strategy as well. Let’s take a look at 10 important digital marketing advantages:
Advantages of digital PR & marketing
1. Lower cost
Marketing and advertising costs are one of the biggest financial burdens that businesses have to bear. While larger businesses may not have much trouble doling out millions for them, small businesses are usually limited in their ad spending dollars. PR & marketing via digital platforms offers a more affordable alternative to traditional mediums.
There are usually no minimums on ad campaign buys for social media platforms and search engines. Whatever your budget, you can create a campaign targeted to your potential customers.
2. Greater Return on Investment (ROI)
Nothing matters more to a business than its ROI, and digital marketing offers this in spades. When done correctly, digital ads and PR campaigns can create just as much impact, if not more.
Focus on smaller, less expensive ad campaigns geared directly towards your target audience, and use social media platforms (for free!) to tell brand stories that draw in new customers and build loyalty with your existing ones.
Another excellent example of superior ROI is email marketing. With just the cost of a monthly subscription, you can sign up with an email marketing provider and send transactional or direct emails to thousands of customers on your mailing list.
3. Easy measurement
To the great joy of marketing and PR professionals, the success or failure of a digital campaign can be easily measured. Compared to traditional methods, where you may have to wait weeks or months to evaluate the results of a campaign, a digital campaign lets you know almost immediately how an ad or social media post is performing.
For an ad campaign that’s performing well, you can easily increase the campaign budget or lengthen its run. For a social media post that is getting better-than-average engagement, you can boost its reach by putting ad dollars behind it.
This is clearly an advantage from traditional marketing, where print ads cannot be adjusted, and ad contracts may leave you tethered to ad mediums that aren’t performing as you’d expected.
5. Deeper brand connection
Focus on building a visually exciting website, a blog that features helpful articles, and social media channels that are a must-follow. Build content that connects by featuring employees, sharing company values, and reposting customer-generated content about your brand.
6. Easily shareable
Most digital marketing channels feature sharing capabilities that allow campaigns and articles to be shared with multiple followers. This helps to create an amplifying effect and can directly impact sales results.
When creating content, think about what could make it shareable. Maybe it’s a humorous quote posted on your brand’s Instagram feed, or a Facebook post linked to your latest blog post with a catchy title.
7. Precise targeting
In traditional marketing, an ad runs in a printed medium with a substantial reach, in hopes that it lands in front of the right audience. Digital platforms, on the other hand, allow for targeted campaigning where ads are presented to customers based on their location, personal preferences, and likely action towards your ad.
8. Global reach
Digital marketing allows ad campaigns to be visible in any part of the world. This gives small start-ups the rare opportunity to go global via the immense exposure these platforms can provide.
With a solid website and robust online sales channel, companies are able to transform into international companies without the need for any physical locations. That’s quite a feat!
Not only does digital marketing allow campaigns to be targeted towards specific customers, it also allows for customer segmentation. Segmentation is the process in which large customer groups are broken down further into smaller groups according to a particular classification. Segmentation increases the chances of sales by delivering the most personalized experience to each customer.
For example, an e-commerce store that has launched a new offer for women’s clothing can target messaging to women alone. And if an offer is exclusively available in certain regions, residents of these areas will be the only ones who will get the email.
10. Greater engagement
The internet is getting noisier by the day, and any product or service that your business offers has to stand out from the competition. The average bounce rate on websites has increased, and the attention span of visitors is dropping.