Whether you have experience in the online metropolis or are simply considering a website for the very first time, you have already more than likely been exposed to the “content is king” concept that dominates the internet, shaping the user experience to greater quality of relevant information than in years past. Google is largely responsible for upgrading the level of information available on the web. Content, after all, is one of the top three ranking factors used in the algorithm that determines SEO.

Perhaps the most liberating aspect of the excellent content for any business is the complete self-reliance on the relevance and quality of your businesses content. Unlike link building or rank brain where a company must work with another entity for success, your business has complete control of all the content available on your site. Essentially the primary goal of the Google search engine is to provide the best response to a searched term. In years past content was more of an afterthought. Consequently, the relevant content you could obtain online was scarce and usually only available for sale.  However, Google was able to offer web users and online businesses an opportunity to interact with one another by revealing one to the other through its search engine results page. A movement was created, increasing relevant information online, keeping the business producing quality content as well as the online industry, both valuable and relevant.

Digital vs Content: Let’s Clear The Air


A lot of people are getting digital marketing confused with content marketing, let’s get this out of the way now. Content marketing focuses on building long term relationships with your clients by basically getting them excited about your brand. It focuses on brand awareness, consumer interest, client engagement, with the bottom line of creating trust, because a trusting client does what? Stays loyal. Digital marketing focuses on sales and sales tactics, by using methods like SEO, PPC (pay per clicks) or running ads on social media. The main goal is capture rate, you want to get your clients through the search engine or where ever the heck they are, into and onto your website. Then, of course, your role turns into working closely with the web designer so you can close the deal. Can these two strategies work separate from each other? Absolutely. Do you want them to? NO WAY! If you can make these guys work together, wow, because, let us be honest, content marketing has to be in a solid subcategory under digital marketing. Simple right? Create the content and use different platforms to get your consumer to do what you want them to. The rest of this article we pair digital and content marketing as one so you can see how they should work together.

As with any marketing concept, preparing a list of goals is the first step in developing a content marketing strategy.  Depending on your individual business your goals may be different than other businesses’. Some fairly common goals of a digital marketing strategy are improving SEO, increase brand awareness, drive traffic to the site, and close sales or acquire new clients. In addition to setting goals, I recommend developing a list of key performance indicators.  A key performance indicator is essentially a measurable goal with a timeline and specific number added to the equation.  “Increase traffic to 5,000 visitors in the first 90 days” and “increase email sign-ups to 450 within six months” are examples of key performance indicators.  Establishing some realistic key performance indicators is beneficial because it takes a company’s vision and the concepts contained within from the theoretical to the practical. 

Providing Your Target Audience With Relevant Content

Now that you have a set of general as well as a set of specific measurable goals, I find it helpful to write down and define your target audience. Are you marketing to other business or to individuals?  Are gender, age, income, educational background factors that define your market?  With a clear picture of your target audience, a business should ask the question: What are the major questions and concerns of my audience? Perhaps your audience is interested in a healthy lifestyle and wants to know the specific health benefits of your product or perhaps your an electrician specializing locally in new construction and your target market could benefit from educational videos or blog posts about energy-efficient lighting systems. Whatever the case providing your target market with truly informative relevant content not only dramatically increases your organic SEO but also positively affects items like backlinking. Remember this fact that’s often overlooked: content can be the actual copy on the web page itself. It does not have to be in a blog or video or podcast, it can be the content on your website. Sistemo is actually very good at incorporating relevant copy into the design of the page itself.

At this point, I’d like to take a look at the competition. What are my competitors blogging about? Is there a way in which I can present a more relevant response to my target audience. By taking this extra step and really being thorough, you have the potential to become a leading authority in your industry. Although having a blog and posting content in the form of editorials and information-based articles are great ways to address your content marketing, infographics, webinars, and videos are also great mediums to present content. A content calendar is typically recommended to help keep your content and deadlines for publishing organized and on track. When you publish a new post or video you should advertise with a link on all social media platforms and should also email your current client database to let everyone know to check it out.


Remember to always keep analytical records of all your marketing efforts. Google and Facebook track absolutely every type of data you could possibly need to see what’s working for you and what needs improvement. Make sure to include Google and Facebook plugins into your WordPress site that specifically are for analytics and data tracking. Remember to routinely analyze the analytical data available making adjustments to certain marketing field campaigns where needed. If something is not working for your company perhaps it’s time to stop allocating funds in one area and increasing spending in another? Be smart and make the extra effort to produce high-quality content.

Traditional marketing has become a relic of the past, most businesses know that selling customers direct products and services is not going to work for much longer. At the moment the online world is focused on digital and content marketing, how valuable they have become, how to decipher them, make them work and how to apply them to the consumers’ needs. Always remember that if it’s not relevant, it has no business in your business. Bottom line? You take care of the bottom line by providing a value-added link between your customers’ needs and your business goals. Consistently producing content that strikes this balance, that’s the bottom line.

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