The Role of Digital Marketing and Online Content

An effective digital marketing strategy is critical to the success of any business. The strategy itself is made up of several pieces, including the use of search engine optimization (SEO) tactics, content creation and content marketing, and social media platforms. Developing an effective plan to attract new leads and convert those leads into sales can take years of trial and error. To shorten the learning curve, some customer relationship management (CRM) online platforms offer additional information on how to design and implement an effective digital marketing strategy.

What is Digital Marketing?

Digital marketing involves the use of the Internet and electronic forms of communication to sell products or services. The practice started as a form of direct marketing, reaching potential customers through online banner ads, listservs, permission-based email, and the early forms of online communities. Digital marketing techniques have evolved into the leveraging of multiple social media platforms, targeting specific geographic areas with ads and blog posts, e-books, white papers, and podcasts. Not all businesses incorporate all of these forms of content, as it depends on what it is trying to accomplish and with whom.

Designing a Strategy

Before a business creates any content, it first needs to define its goals. Does it want to increase awareness of its product? Or, does it want to gather a certain amount of leads? Converting a specific number of leads into sales is another potential goal. Besides goals, the business will need to define its typical consumers, including their lifestyle characteristics. Once the business knows who to target and why, it can then start figuring out the how. This is where the creation of content comes in.

Developing a content marketing strategy is a critical part of digital marketing. Using online platforms and tools to reach consumers outside of traditional advertising was once a unique concept, but it has grown into a common tactic. As the digital world becomes more crowded with messages and content, standing out among all of the online noise means creating content that resonates. Without good, unique content that appeals to human nature, a digital marketing strategy will fall flat.