It seems like the world of marketing has a new focus area every few months, with the word “marketing” popped on the end each time for good measure. At one point it was digital marketing, then social marketing, then content marketing, and now video marketing. Whatever term presents itself next, we suggest you focus on the “content” version, as it actually encompasses all of the others.

“Digital” can refer to anything at all online, including the website itself, which of course is very important. Most businesses realised a while ago that websites need to be well-designed, optimised for mobile and use effective SEO to rank well on Google, but many still fall behind when it comes to content. A very powerful tool, content refers to all kinds of methods used for engaging your digital audience, including blog posts, images (photos, illustrations, infographics, memes), videos, downloadable resources, how-to guides, podcasts, ebooks and anything else that grabs attention and offers added value to your brand.

The reason for content being so important is that it works in conjunction with everything else. It improves your SEO because Google recognises that your site is a source of regular… well… content. It’s also great for using on social media and as part of your email campaigns, drawing in readers and directing them to your website. In addition, it’s an efficient means of combining organic growth with paid growth, as you’ll find that a lot more traffic is naturally inbound, whilst boosting posts that are worth reading (rather than blatant adverts) gets a good response.

Put simply, it’s now universally accepted that a website should look good and operate well. Meanwhile, your social media should be active, relevant and worth following. Regular content helps to achieve and maintain both of these goals, whilst giving your audience an opportunity to interact. For example, end your blog posts with a call to action, such as asking people to leave comments or tweet you with their own ideas. You can also maximise on each piece of content, like adding your social media icons at the end of a video, embedding the video into a blog post, then sharing both the video itself and the blog post through your social media accounts a few days apart.

We’d love to hear how your content marketing has changed over the last year or so. If you have any tips you’d like to add, you're very welcome to (yep, you guessed it) share them on our Facebook page and tag us on Twitter.

digital marketing strategy