What Is Content Creation In Digital Marketing?
Content Creation is a blanket term for adding new content to your website. This content can come in many forms, including blogs, infographics, new landing pages, videos, photo galleries, and even digital downloads. Adding content regularly to your website has benefits that sprawl across all areas of digital marketing.
Let’s examine why content marketing is the perfect supplement to almost any other digital strategy.
WHY IS CONTENT CREATION IMPORTANT?
Content Creation alone is valuable in its own right because it adds explicit value to your website. The more information available on your website about your company’s industry, the more likely you are to attract visitors. Paired with proper UX/UI web design, well-made content can walk visitors through becoming leads and then customers.
Content Creation also supercharges other digital strategies. Adding new content ties all digital marketing strategies together to create a cohesive online presence. Here are the ways that content creation adds value and connects different aspects of digital marketing:
CONTENT CREATION IN SEARCH ENGINE OPTIMIZATION
Search Engine Optimization is a digital strategy with many moving parts. That being said, content creation is easily the most worthwhile tactic to help supplement a sound SEO strategy. We must offer some level of content creation in every single one of our SEO packages; not many other agencies can say that!
While content creation creates opportunities for external and internal linking, it also creates excellent opportunities to create organic backlinks. Google wants to provide its users with the answers they seek.
To do this, they comb over billions of websites every single day. Google likes to see websites that are constantly being updated. It signals that someone is maintaining the website with new information as it becomes available. This does make sense if you think of it this way: you wouldn’t want to go to a school which hasn’t updated its curriculum in 10 years, right?
Content creation helps signal to Google that your website is constantly improving while opening up new opportunities for other sites to link to yours. Of course, there are other reasons why content creation is beneficial for SEO, but this highlights the main positives.
CONTENT CREATION IN SOCIAL MEDIA MANAGEMENT AND MARKETING
Social Media is one of the best ways of interacting directly with consumers. It allows your company to take on a personality, respond to feedback in real-time, and highlight new changes and developments in a natural and fun way.
While brand awareness is essential, the main focus of most social media campaigns is to drive web traffic to develop leads and convert the public into customers. This is where content creation comes in handy.
Informative blog posts or captivating infographics on your website can be shared on your company’s social media channels, which drive organic interaction and funnel potential customers to your website.
Moreover, these social media posts also create opportunities for backlinks, which will help contribute to your website’s organic search presence. Content creation is crucial to keeping social media channels fresh and exciting while ensuring a strategy behind your company’s social pages.
Memes and cute dog pictures are great to post once in a while, but new and exciting content which drives traffic should always be the center of all social strategies.
CONTENT CREATION IN PAID DIGITAL VISIBILITY
Pay Per Click (PPC) is an umbrella term for several different types of digital advertising. PPC types include Search Engine Marketing, YouTube Pre-Roll, and Display Advertising. While it might not immediately be clear how Content Creation can boost PPC campaigns, the two strategies are quite intertwined.
DISPLAY ADVERTISEMENTS
Display Advertisements are ads that are displayed on other websites. They are commonly static images. Like SEM and YouTube Pre-Roll, they are linked to specific pages within your website. While Display Ads have a higher conversion rate than Pre-Roll, the attention span of the public who clicks through these ads is relatively low.
Creating Content specifically designed for these display ads to lead gives your website a much higher chance of capturing visitors’ attention and, in turn, leading them through the process of becoming leads or customers. Adding content creation to this PPC type empowers display ads to have a lower cost per session than relying on nonspecific landing pages.
SEARCH ENGINE MARKETING AND CONTENT CREATION
Just like organic search uses content from your website to give it a specific rank, search engine marketing relies on the content existing on your website to pull information from for advertisements. If your website does not have relevant information on a specific subject, you will not be allowed to run ad campaigns for it.
Content Creation helps expand what your site can run search engine marketing campaigns about. Rich landing pages filled with relevant content open up new doors for SEM ads, which opens up new opportunities to gain new leads and customers.
YOUTUBE PRE-ROLL
YouTube Pre-Roll videos are advertisements that play before YouTube videos. They come in different formats, which are decided by YouTube’s algorithm. These include unskippable 5 and 30 ads and skippable 30-second and longer advertisements. Like SEM, content creation plays a vital role where these ads bring users who click on them.
Creating specific blog posts or landing pages for pre-roll videos can help turn clicks into sessions. It takes a shockingly quick amount of time for an individual who follows a YouTube Pre-Roll advertisement to decide if they will navigate away from the video they planned on watching for the content they are led to from the ad.
Do your landing pages live up to the massive task of capturing potential customers’ attention in sometimes less than 3 seconds?
