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Content Creation supercharges every other digital marketing strategy.

From Search Engine Optimization to Social Media, Content Creation is the cornerstone of all digital marketing methodologies.

What Is Content Creation?

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 take a look at 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 that is available on your website about the industry your company operates in, the more likely you are to attract visitors. Paired with proper UX/UI web design, well-made content can walk visitors through the process of 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 overall 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 that has a lot of moving parts. That being said, content creation is easily the most worthwhile tactics to help supplement a sound SEO strategy. It is so important that we 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 opens up excellent chances 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 which are constantly being updated. To them, it is a signal 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 also opening up new opportunities for other sites to link back to yours. Of course, there are other reasons why content creation is beneficial for SEO, but these highlight 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 important, 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 to your company’s social media channels, which drive organic interaction and funnel potential customers to your website. 

What’s more, is that 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 interesting, while also making sure there is a strategy behind your company’s social pages. 

Memes and cute dog pictures are great to post once and awhile, but new and exciting content which drives traffic should always be the center of all social strategies.


Content Creation In Pay Per Click Campaigns

Pay Per Click (PPC) is an umbrella term for several different types of digital advertising. Different 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 which 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 in quite 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. This is so 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 opens up new doors for SEM ads and that, in turn, opens up new opportunities to gain new leads and customers.

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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, as well as skippable 30 second and longer advertisements. Similarly to SEM, content creation plays a vital role in where these ads bring users who click on them. 

Creating specific blog posts or landing pages for pre-roll videos to lead to 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?

Is Content Creation Inbound Marketing?

We get this question a lot since content creation is a key component of an inbound marketing methodology. While Inbound Marketing has some great applications, as a marketing methodology, it has a few pitfalls that we like to avoid at GriffinWink.

What Is Inbound Marketing?

If you are unfamiliar with Inbound Marketing, it is a term that was coined by Hubspot. Hubspot is a software that many agencies choose to utilize while creating digital marketing campaigns. While Hubspot and its inbound method is a great tool, it does incorporate all the available avenues in digital marketing. 

At GriffinWink we do not like our creativity to be inhibited by the limitations of a software, and therefore create campaigns from the ground up utilizing all possible resources to give your company the best results with the clearest demonstration of return on investment. 

Inbound Marketing as a concept relies on driving visitors to your website through content like blogs, then engaging them through different tools like chatbots, email marketing, or blocking content off behind a pop up that requires visitors to hand over their name and email before they can access your content. The goal of inbound is to build a relationship with the visitor to your website in hopes of capturing their information as a lead. 

It sounds great on the surface, right? Well, let’s take a look at why we go beyond only an inbound methodology for our clients.

Flaws In Inbound Marketing

Outside of Inbound Methodologies almost entirely ignoring important strategies such as SEO or PPC, the mindset is too focused on lead capturing. While lead capturing can be a great tool in digital marketing, consumers are getting much more aware of sharing their personal information. This fact is what is currently hindering many inbound marketing focused agencies. 

Have you ever clicked on a Facebook ad that seems interesting to only find that the content you were looking for was behind a wall that forced you to enter your personal information to access it? This is called “gated content” and it is a common practice in inbound marketing. 

In a study conducted by the Edelman Group, that spanned over 10,000 respondents across 8 countries, it was found that 51% of people believe brands do a poor job of meeting their needs. Gated Content attributed to this staggering number, as 40% of consumers believed that gated content promotions don’t ever deliver anything of value. 

While gated content can be a great way of capturing leads when executed in line with several other strategies, relying upon an inbound methodology alone can have disastrous results.

This is the reason we believe in content creation as one piece of the puzzle rather than taking the approach of inbound marketing being the end all, be all of digital strategy. When excellent content exists for free, that can be found organically through Google, visitors are much more likely to enter their information for additional gated content. 

In short, helping answer visitors’ questions immediately demonstrates you have their best interest in mind, and in turn, they are much more likely to become a lead or customer than if they were to be hit with gated content after being funneled to a landing page by a one-dimensional digital campaign.