Whether you’re a grassroots startup or a well-established business, all brands need a dynamic marketing strategy to thrive. Given that the business world is always in flux, finding the right marketing plan to fit your needs — and moreover, your budget — can be a challenge. Should you kick things off with digital marketing or is content marketing the best way to enhance your brand strategy? What’s the difference between these two options, and which is better suited for your organization?
You’ve probably heard of content marketing and digital marketing without giving much thought as to why their differences matter to your business. While it’s true that the concepts are closely related, each performs a different function. Understanding those separate purposes can help you make informed decisions to improve brand awareness and ultimately bolster more sales.
Engage Your Audience With Content Marketing
Content marketing is what drives the public perception of your business. A content-based marketing strategy involves creating quality content specifically designed to generate relevant interest in your company. After all, you can’t boost sales if people aren’t aware that you exist! But content marketing isn’t just about getting attention from new clients — it’s about finding creative ways to maintain connections with loyal customers too.
Different Types of Content Marketing
When it comes to developing your content marketing strategy, there are plenty of content types to explore. The types of content you choose will depend on your goals, audience, and industry. That said, there are some forms of content that many marketers find universally effective.
According to HubSpot, businesses that prioritize blogging are 13x more likely to see a positive ROI (Return on Investment). Everything you put on your website, into social media posts, and in your marketing emails is considered content — and we’re not just talking about text, either. Visual materials like images, graphics, and videos are a vital part of the content creation process too.
Bottom line? Engagement is at the heart of all great content marketing. Engaging content empowers your business to genuinely communicate with consumers to answer questions about your services, highlight key product features, or demonstrate your expertise. Given the right balance of time, effort and consistency, content marketing is an affordable way to build brand awareness, thought leadership, and client trust.
Enhance Your Reach With Digital Marketing
Now that you’ve created all this incredible content, how can you make sure that you’re using the best distribution channels to get the right eyes on your brand? That’s where digital marketing comes into play. If content marketing is the driver of your brand strategy, think of digital marketing as the vehicle. It’s what gets your great content out into the world to generate leads.
Digital Marketing Tools & Strategies
You might have already noticed that there’s no shortage of digital marketing channels to share your content on. Each of these new platforms promises to reach more people than the last. According to a recent Awario study, there are over 3.5 billion users across social media channels alone. That’s a lot of noise! To reach the right people, it’s not enough to routinely post on your organization’s social media accounts; your content also needs to be optimized.
SEO (Search Engine Optimization) tactics are a tricky yet essential part of a well-rounded digital marketing strategy. You can use SEO best practices on blogs, web copy, social media posts, and more to help drive your business to the top of search engine results. That way, your business is easier to find by people looking for products or services in your industry.
It may be tempting to try every content option and digital marketing tool on the market. However, producing and promoting content for the sake of covering your bases is both inauthentic and time-consuming. Strategize with your team to determine the best content for your niche, and focus on delivering those items well. Don’t be afraid to experiment to figure out what works!
In many ways, content marketing could be considered an offshoot of digital marketing — and vice versa. That’s because, more often than not, both types of inbound marketing rely on one another to maximize your reach and enhance engagement. You may feel you don’t have the time, resources, or budget to effectively “do it all.” But you’d be surprised at how far even a little planning can get you towards your marketing goals.
Ready to kick start your digital marketing strategy? Eager to revive your tired content marketing plan? Connect with us on Facebook or join us at our next YES event to bounce your ideas off other like-minded entrepreneurs!