Today’s digital world requires a high level of content creation for your website to attract more inbound traffic and establish your brand.
With content on your site, people are more likely to visit and learn from it, as well as become regular customers.
Without a digital content strategy, you might as well not have a website at all. You need content to inform your audience about your product, services, and industry. Creating meaningful content provides answers to fundamental questions many customers have about your business.
But how is digital content defined?
What’s Digital Content?
Digital content has become ubiquitous these days.
With increased Internet availability through smartphones, getting news and watching TV online has become easier. Since more people are using the internet to gain information, there’s been an increase in digital content to accommodate the demand.
As a general rule, digital content refers to information that can be downloaded or distributed electronically, such as an ebook or podcast. But some people in the content industry argue that digital content includes all online content. This means that if you are on the internet, you’re probably consuming some sort of digital content.
The links that appear in your search results after you enter a question into the search bar are digital content. The videos you watch on streaming services are also digital content. If you’re reading a blog post on a website, you’re consuming digital content. Every day, digital content surrounds you.
Nowadays, it’s almost impossible not to create digital content seeing as most consumers spend up to two hours and three minutes on social media every day in the U.S. If you own a business, you probably have some form of digital content that promotes it.
Unfortunately, many traditional platforms and businesses have struggled to compete with the increased availability of online media, seeing as 86% of Americans get their news from social media alone.
So what does this mean for modern businesses, and why does it matter?
Why Does Digital Content Matter?
Content creation is an integral part of a company’s online strategy. To scale their businesses, marketing managers need to activate effective digital content strategies.
Creating digital content that drives prospects to your brand, amplifies your organic reach, and promotes your website is the best way to boost conversion rates. Considering over 3.6 billion people use social media worldwide, it’s a good investment if you want to drive consumers to your site.
As well as being cost-effective, flexible, and scalable, this tool offers massive processing power. Consequently, the digital content creation market has grown significantly. This means if you don’t create content, you’ve fallen behind.
Every piece of digital content you create should be useful and relevant to the audience for which it’s intended. A bigger audience will be able to contextualize the content based on their own circumstances and easily share it with others.
The main ways to optimize digital content are by:
- Determining the purpose of your content
- Creating useful, quality content
- Promoting content on social media
- Implementing an SEO program
- Tracking and analyzing content
Through the use of these tools, big corporations are promoting their brands and accelerating sales. As more people gravitate toward making purchases online due to the pandemic, it’s more important than ever to adopt these practices.
Why Digital Content Will Be Important in 2022
The Global Digital Content Creation Market is expected to reach $38.2 billion by 2030. Within the next few years, digital content creation tools are expected to witness an increase in demand due to the emergence of virtual reality and artificial intelligence. With that in mind, here are five reasons digital content matters in 2022.
1. Builds Brand Reputation
Today, building a recognizable and unique brand is more important than ever.
There are hundreds of ads and pieces of content being thrown at customers every second they’re on their phones, so ensuring your brand stands out becomes crucial.
You can communicate with your audience effectively about what your company is about and what it represents by creating quality content online. However, the quality of the content doesn’t end there.
By providing valuable content on top of quality, you will increase the chances of converting your audience into customers who regularly interact with your content or website. For example, many brands are turning to Twitter to interact personally with potential customers as well as competitors.
With social media, companies make their brands more personable and remove the barrier that previously separated them from their customers.
But this type of interaction can take a lot of work. That’s why it’s essential for businesses to hire a team to manage digital content creation and publishing. In 2022, it’ll likely be even more important to hire team members who identify with your brand and can contribute to your brand voice.
As today’s marketplace becomes more competitive, brand awareness and brand consistency are essential for gaining visibility. Digital content plays a crucial role in building that visibility and consistency. Your website’s focus should be finding the right audience and publishing content that interests them enough to keep coming back for more.
2. Helps People Understand Complex Topics
The best digital content isn’t only educational but easy to understand.
Most people who buy products or services aren’t experts in every category they’re interested in. Consumers never like to be talked down to. Therefore, people are more likely to respond to unbiased, educational content that explains what your brand does, starting with beginner topics, then moving on to more advanced topics.
Technical articles, like this one about colocation data centers, can benefit from using different types of digital content to keep readers engaged. For example, look at how a video is included in the article to help explain concepts.
People are more likely to understand the message your brand is trying to convey if you include elements like fun videos in a blog or short social media videos.
Moreover, creating content for niche topics, like this travel nursing career guide, positions your site as a thought leader in your industry and drives organic traffic to your site.
Digital content that teaches and engages your audience adds credibility to your brand, creates customer loyalty, and more importantly, makes your content more shareable.
3. Provides Useful Information
Reading meaningful and helpful content on the web is increasingly important to customers and readers. Regarding travel, for example, consumers don’t want to call a company to find out the best options. Instead, they’d much rather look things up online themselves.
That’s why you’ll need to create content that people want to read with a lot of information that will provide answers as quickly as possible. A great example is this guide about finding cheap flights.
These readers specifically look for digital content that provides them with value. The feeling of not learning or gaining anything after reading a blog post or web page can be frustrating for users.
In turn, your brand becomes more memorable in their minds, but for the wrong reasons. Instead, offer clear value to your readers in one of the following ways:
- Solve a problem your readers are likely to have
- Answer a question they might be seeking an answer to
- Bring some entertainment to their day
- Give a unique or expert perspective on an issue
4. Provide Resources
Because of COVID-19, people’s interactions have changed completely — particularly in classroom settings. While online education has been on the rise for quite some time, the pandemic accelerated the shift.
Because of this, people are looking for more resources to help them learn. Instead of going to a library or studying in a coffee shop, people are more likely to stay at home. Also, many people have suffered financial hardship due to the pandemic, so they’re more likely to look for free resources.
StuDocu is a great example of a service that provides free learning resources for online students. Providing a free resource can boost both your SEO traffic and reputation.
5. Ease of Content Creation
In today’s world, websites are expected to include video, social media, or blog content.
In the past, content creation consisted of writing long articles or blog posts. But writing interesting and engaging content can be tough. For large companies, digital content makes it easier to create content without spending hours on one piece.
And most people aren’t inclined to read long articles anyway. An easier solution is to make short and informative web videos.
Instead of writing content, you can work on creating videos or social media posts that can be easily shared. Potential buyers can then learn about a product through a platform they prefer. A call to action should be included in every video to direct the consumer to your brand or website.
Another great way to make content easier to follow is by adding helpful visuals. Take this article about debit cards for kids as an example. When discussing which cards are the best for your kids, visuals are used to show the reader what advantages each card has. By doing this, the audience is more likely to retain the information.
Digital Content is Only Growing
You’re telling the world how much you know about a particular subject by posting content on your site.
If you want your content to earn clicks, it helps a lot to prove your expertise. You have to show people that you’re up to date on what’s happening in your industry. Anyone who shares your content or even mentions your brand is reinforcing that idea.
The number of shares from other sites, mentions on social media, and overall conversions will increase. The trust that people have in your brand is reflected in that number. Having that trust will result in a surge in revenue.
No matter what your approach is, if you aren’t creating digital content, you’re already behind the times.