Navigating the World of Digital and Content Marketing to Win New Business

Navigating the World of Digital and Content Marketing to Win New Business

Is your company taking advantage of digital marketing opportunities available through content-driven resources? If not, now is the time for your marketing team to explore and create a digital strategy that can deliver new leads to your sales team, who can then turn those leads into potential clients. Perhaps you have heard such buzz words as brand awareness, lead generation, social engagement, and retargeting, and may be wondering how they tie together with online marketing and content creation, and more specifically, translate to improved client relations and increased sales.

Here is a look at why digital and content marketing are so imperative for today’s marketing efforts, thanks to a now technologically driven world where success in measured in a whole new way.

What is Digital Marketing?

Digital or online marketing refers to brand promotion using the internet and other forms of digital communication. Any kind of marketing campaign that involves digital communication is digital marketing. The objective is to connect with potential customers using tools such as email marketing, social media, and web-based advertising, text, and multimedia messages used as a marketing channel. Campaigns that are successful may capture additional subscribers to your email messaging, bring more traffic to your website, formulate direct engagement between prospects/customers and your brand on social media, and increase SEO – all to win new business and retain existing revenue.

Through your digital content and messaging efforts, prospective clients can get a feel for who you are, what you do, what you sell, and how you can deliver the goods that they need, as quickly and easily as possible. This can be done through visual content, digital ads, ad remarketing, landing pages to capture contact and company data, images, video, infographics, and podcasts, and through blogging. A savvy marketer can adjust the messaging across these avenues to be as specific as possible to the audience, develop a series of messaging over multiple campaigns, repurpose content to use later, and then leverage analytics tools to track results.

Social media is one messaging tool that can carry all this content and provide a way for you to engage directly with your prospects. Considering that 53.6% of the world's population uses social media, there’s a sizable audience out there just waiting to connect with your brand. Whether it is through beautifully crafted images for Instagram, clever promotional pieces for Twitter and Facebook, or compelling video for YouTube, there are plenty of options that will make sense for your business.

What is Content Marketing?

Content is the foundation of your brand and it should be structured in such a way that responds to and/or addresses a need for your target audience. Content marketing includes educational articles, videos, blogging, and webinars that address a need and answer specific questions. This provides an opportunity to differentiate your business from your competition and make the case as to why a prospective client should choose you and your brand.

Content marketing has become the major digital marketing tactic, with over 90% of B2B and nearly 90% of B2C marketers admitting to including content in each of their marketing campaigns. Plus, content marketing costs 62% less than traditional marketing and generates 3x as many leads, 87% of B2B marketers use social media to distribute content, and 78% of CMOs see content marketing as the future of marketing. (source: 99 Firms)

Smart marketing that levels the playing field

Your competition may have deep pockets and endless marketing dollars, but you may have limited resources and a much smaller marketing budget. Not many advertising methods can level the playing field quite like digital and content marketing. Particularly beneficial for small businesses, starts ups, and those looking to stretch a marketing buck, digital and content marketing allows you to produce cost-effective and creative campaigns that can put you in league with industry giants. In this way, you can reach more customers for less money than traditional marketing methods and compete for more business.

The digital and content marketing arena has grown substantially over the past 10 years alone and is expected to evolve further as customers are increasingly accustomed to on-demand product research, reviews, and buying capabilities. With the ease of brand engagement through tools like social media and email marketing, we can see how important it is to develop and maintain a digital presence and deliver compelling content. If you do not do this, you may not be keeping up with your competitors, and you may be left wondering why your sales pipeline is not as robust as it used to be.

Lisa Vormittag

Chief Financial Officer