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Digital Marketing - Study Notes:
How content marketing adds value to business
The internet is essentially made up of content. If we step back from our screens, we can see that the internet is simply a means to navigate content, words, text, opinions, images, and videos.
Consumers (B2C) and businesses (B2B) are searching for and engaging with content all the time, so content marketing is an opportunity for organizations to create the type of content that people want. The marketing element can be seen as a strategic way to create content with the aim of building brands and educating customers to the benefits of your products and services.
How does content marketing add value to a business?
Content marketing drives valuable search traffic and email and social media engagement to increase the number of valuable actions taken by your target audience. It begins a relationship, a familiarity and trust as you repeatedly show up when people search online for information or just to be entertained.
Benefits of effective content marketing
Why should you use content marketing in your digital strategy? Here are some of the key ways it will help:
- Grow awareness of your brand or business.
- Recruit advocates of your brand.
- Increase and improve your search engine rankings (SEO).
- Generate new business leads, nurture sales prospects, and convert customers.
- Enhance understanding of your business proposition.
Content marketing is not just about promoting your business or brand. It's about forging a long-term relationship of trust and familiarity with people.
Back to TopWill Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools.
