Why You Really Can’t Overestimate the Importance of Digital Content Marketing

February 26, 2023 / Karen Finn, PhD

Learn the importance of digital content marketing.

There’s no denying the internet is the go-to source for info, entertainment, and shopping. And these January 2023 stats from Statistica show that 5.16 billion people use the internet (That’s 64.4% of the global population!), with 4.76 billion active social media users. With so much potential exposure, it’s no wonder that companies of all sizes are investing heavily in digital content marketing. They understand the importance of it!

Just to make sure we’re on the same page, let me define what I mean by digital content marketing. It’s the creation and distribution of blog posts, videos, social media posts, and similar online content, with the goal of attracting and engaging an online audience. The ultimate objective of which is to increase revenue.

Here’s why digital content marketing is so important and how you can begin using it to find and influence your ideal clients to work with you.

Builds brand awareness and credibility.

When you consistently create and distribute high-quality content where your ideal clients can easily find it, you begin to establish yourself as an authority in your industry. This builds brand awareness.

It also helps you reach a wider audience. And, of course, we all want to reach a wider audience of our ideal clients because the more of our ideal clients who know about our business, the greater our potential revenue growth.

But you don’t just fling content out there and wait for people to buy from you. You need to make sure your content is coherent with your brand. When your messages are coherent, you build credibility.

When you have brand awareness (know) and credibility (trust), you’ve got 2 wins of the know-like-and-trust trifecta that equates to more sales.

Drives traffic and leads.

Digital content marketing can also help drive traffic to your website and increase your search engine rankings. This, in turn, can lead to more leads and conversions.

When you’re implementing an effective SEO strategy, your online marketing efforts are designed to increase your search engine rankings. By creating high-quality and relevant content, you can improve your website’s visibility and make it easier for potential customers to find you. This increased visibility not only drives traffic to your site but also helps to establish your brand as a trusted and authoritative source of information.

Establishes a connection with your audience.

Digital content marketing also gives you to opportunity to establish a consistent brand voice. When you consistently create content aligned with your brand’s values and messaging, you can establish a strong, recognizable brand voice. This consistency not only helps to establish a connection with your audience, but it also helps to build brand awareness and credibility.

Your messaging needs to be consistent with your branding and it needs to be authentic and genuine. It’s by having your brand’s real personality shine through that you can create meaningful connections with your ideal clients. Sharing valuable information and insights, are critical to connecting even more deeply. And this is where the “like” win of the know-like-and-trust trifecta can come from.

It’s also important to remember that digital content marketing allows you to connect with your audience on a more granular level. It’s really a platform for two-way communication. This two-way communication helps to further establish connection with your audience. And it provides valuable insights and information that can help you improve your marketing strategy.

You can encourage two-way communication by including low-friction and high-value calls to action in your content.

Meaningful connections not only drive traffic to your site and give you information about your marketing strategy, but they also help establish trust and credibility. Because let’s face it, when we like a business or a person, we naturally trust that entity more.

Is cost-effective.

Compared to other marketing methods, digital content marketing can be incredibly cost-effective – at least from a dollars and cents standpoint. There aren’t any free lunches I know of when it comes to marketing. But with a little bit of time and effort, you can reach a massive audience at a fraction of the cost of traditional advertising. This makes it a great option for small businesses or startups.

The importance of digital content marketing can’t be overstated when it comes to cost-effective marketing.

Targeting your market is fairly easy to do online. You just need to create content that’s relevant and tailored to your target audience. In addition to reducing costs, targeted marketing also increases the effectiveness of your marketing.

With digital content marketing, you can test and experiment fairly inexpensively. You can track your results and make data-driven decisions to improve your marketing strategy. And when you have this kind of access to data, you can optimize your marketing messaging to increase your reach and engagement while keeping costs low.

Because digital content marketing allows you to build brand awareness and credibility over time, the slow build can help reduce costs in the long run. This is unlike other marketing methods which can provide quick but short-lived results. (Although, sometimes you need the quick wins to allow time for your long-term efforts to begin to pay off.)

I believe the importance of digital content marketing is only going to increase with time. But then again, I’m probably a bit biased.

Despite my bias, I hope I’ve persuaded you to ramp up your digital content marketing efforts. Because when you do, you can reap the rewards. You’ll create greater brand awareness, increased traffic to your site, an improved connection with your audience, and business growth.

So, roll up your sleeves, get busy creating and distributing valuable content, and prepare for your business to grow!