Digital marketing has always been difficult to define because it’s constantly being reinvented based on social and technological trends. For instance, if we traveled back to the 1990’s, most business professionals would describe digital marketing using words like “floppy disk” or “multi-media”. In the early 2000’s, the conversation was about how to make digital and traditional channels work together. So, what is digital marketing really all about circa 2017?
What is Digital Marketing Really All About?
Digital marketing has always been about change. It has always required business professionals to reconsider how technology impacts the social element of communicating with current and potential customers. In the past, businesses had more time to adapt their marketing strategy because technology advanced slowly. In today’s business environment, technology has outpaced the businesses ability to adapt its marketing efforts to the communication preferences of its audience. This has created a gap between many businesses and their target audience.
Why Content Marketing Closes the Digital Marketing Gap
Ask any experienced marketing professional today, “what is digital marketing really all about”? You’ll probably hear terms like website, search engine optimization, video, and maybe even virtual reality or gamification. However, all of these tactics have one fundamental ingredient and common characteristic. They all require a business create content that engages its target audience. Every single aspect of digital marketing requires some type of content marketing effort and there is no way to participate without developing content that drives profitable customer engagement.
Digital Marketing without Content Marketing
How effective is a digital marketing strategy without a content marketing strategy? Well, content marketing relates to the set of activities that need to occur in order to create digital assets. It’s really the main driver behind your entire digital marketing strategy. It may be a bold statement to make; however, without a content marketing strategy in place, digital marketing cannot be successful. For instance, consider the effectiveness of each digital asset below without content marketing:
- Websites: how effective is a website design without a content strategy?
- Blogs: how successful is a business blog without the ability to consistently create content?
- Ebooks and Whitepapers: how much value does a white paper provide its reader if it contains the wrong content?
- Infographics: what’s the context of an empty infographic?
- Explainer Videos: how long do people watch boring videos?
In 2017 and beyond, the success of digital marketing will be hinged upon the formation, implementation, and execution of a winning content marketing strategy. For examples of what to avoid, please read 5 Costly Content Marketing Strategy Mistakes. And while content consumption habits may force marketers to select different content distribution channels, there will always be an underlying need for content marketing. In fact, content strategy has always been the cornerstone of digital marketing, even when floppy drives and multi-media were big. So, what is digital marketing really all about? Effectively leveraging a content marketing strategy to drive profitable customer engagement.
Whether you already have a digital marketing strategy that isn’t working or would like to build one from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of business blogging, content strategy, and content creation experience. Contact us to request a free consultation and evaluation of your current content marketing efforts! We’ll develop a sustainable, manageable approach to content marketing that works for you and helps your business remain competitive.