The Role Of Content Marketing In Digital Marketing


All of us want more traffic to our website and content is a significant way to achieve this goal. We have compiled this article on how to use content in your digital marketing plan. The reference article links are at the bottom of the article.

Content Marketing And Digital Marketing

[1]Creating a meaningful connection with your customer base is difficult with so much noise and distraction in the digital space, clamouring for attention.

Consumers take in remarkable amounts of information, which helps them make smart, seemingly informed decisions at the drop of a hat. But processing that much information also risks overload, and consumers quickly decide if information online is worth their time or not.

We skip video ads without pause, train our eyes to omit sidebar images—we’re good at shucking what we deem unimportant, and your message might get lost in the fray.

This is where content marketing plays an important role: it’s the idea that if you produce good content that passes our inherent online nonsense-detectors, you earn the trust of consumers.

The structure of your marketing strategy rests on the relationship you have with your audience. And you build that relationship through consistent, trustworthy content—which is easier said than done.

Understanding content marketing and its role in your marketing plan will help you develop a relationship with your audience that you can lean on and grow from. Here’s how.

What is the Purpose of Content?

Content can inform an audience, drive a message, pitch an idea, develop personality, sell the merits of a product, or shout at the unlucky passerby—it’s your voice. And—good or bad, you leave an impression with how you communicate with your audience.

In content marketing, your content has to be valued by the audience to trust your voice and want to listen to more. That means creating content that serves a purpose for your audience.

Below are ways your content can provide value for your reader:


Can your content inform your audience of something they need or want to know? Infographics. Blogs. Whitepapers. How-tos. Your content can have authority on a subject if research is done. You provide statistics, employ the knowledge of subject-matter-experts, and create helpful content—your audience values what informs them.


Do you create a sense of community with your content? Utilizing social media to share information, interests, and resources lets your audience feel connected to more than a brand or product. Your content should be a place to connect.


What are the elements of your content that consumers return to? You can develop your business’ personality by creating and publishing content that entertains. Often, lighthearted content or has a “soft sell” while being entertaining is more palatable to an audience that is already advertisement-weary.

[2]Content ranks in Google

Google is the world’s biggest search engine. As a result, it fields more than 1 trillion queries every year from users worldwide. You can bet that someone in your area is using Google to research your industry with that number. Creating content and posting it to your website is the best way to reach those potential customers.

To start, you first have to research the keywords that will help you reach your audience. Once you have a list of keywords that’ll earn qualified traffic to your site, you can create content around those keywords and optimize it for search engines.

Then, include a call to action (CTA) at the end of each page to encourage your readers to convert into new leads or customers.

If you’re selling a product, CTAs like “buy now,” “add to cart,” or “get yours” tend to work well. For lead-based businesses, CTAs like “get a free quote,” “get started,” or even “contact us” are also effective.

After that, you can submit your new pages to Google individually. That’ll help Google find them more quickly, allowing them to index your pages and show them in search results.

Act As A Backbone Of Every Digital Marketing Strategy

Content Marketing connects all the various parts of your marketing campaign. Think of it as an essential foundation to build the architecture to help you achieve your ultimate goal.

Content in the form of a narrative has to run throughout your campaign. An ad is used to attract visitors to your landing page, where you give them an enticing offer. This, in turn, acts as a gateway to your brand.

Content helps you achieve your goals through various parts of the marketing campaign – be it attracting traffic, convincing people to buy, or creating a sense of emergency. That makes content the beating heart of any digital marketing plan.

Content Plays An Important Role In Each Step Of Marketing Funnel

Let’s explore the role of content throughout the marketing funnel.

We want to drive the visitor from one part of the funnel to another. Isn’t it?

Thus, you have to produce unique content at all these levels.

Be specific to what the customer wants at each stage in their buyer’s journey to engage them.

1. At the top of the funnel, prospects need general knowledge that addresses the issue they need to solve and allows them to understand problems and possible solutions better.

Here are some of the best types of content to create for the topmost section of the funnel:

  • Blog Posts
  • Infographics
  • Videos
  • Podcasts

2. In the middle of the funnel, prospects become leads and need more detailed knowledge that allows them to consider their choices and analyze them.

Here are some of the best types of content to create for the middle section of the funnel:

  • Whitepapers
  • Case Studies
  • Worksheets
  • eBooks

3. The bottom of the funnel calls for content that helps customers buy or purchase. This is usually done through discounts, offers, or trials. But, again, you may induce FOMO (fear of missing out) or create time-based urgencies to ensure the buy.

Here are some of the best types of content to create for the bottom of the funnel:

  • Webinars
  • Testimonials
  • Promo codes
  • Demos

Content thus plays a multi-layered role at each stage of the funnel.


Content and marketing go hand in hand, we hope that this compiled article has been helpful in your quest for building your online marketing strategy.

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