The user is at the center of all online marketing campaigns. This user is looking for information which can only be provided through content. As such, your online brand strategy must focus on content above other elements like web design.

Primarily, web designs are fluid. They come and exit the stage leaving behind content. But why should content form the bedrock of your digital marketing strategy?

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The Importance Of Website Content:

Digital marketing is a collection of strategies. It involves inward look at your website, attention to search spiders on search engines and fulfillment of the desires of users. All these strategies ride on the content you use. For instance, it is content that will determine the design of your website. Each page on your website is designed for specific content.

One of the rules for content development insists that all pages must be self-contained such that they deliver the message without relying on the other pages. As such, your content will determine how many pages you will have and the layout to use.

Content is also at the center of your social media strategy. As people scroll through social media, they will be looking for interesting and catchy content. It is the quality of content that will determine how effective your email marketing strategy will be.

Whether people sign up to your offers or not will depend on the content available. Content is also at the center of your landing pages as well as affiliate programs as you build partnerships with other brands. This makes content a complementary factor in all digital marketing campaign strategies.

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Content Is Long Term:

The message you wish to communicate to visitors who view your site rarely changes. It is only the presentation of this content that varies. While different digital marketing strategies have emerged and been used over time, the place of content has never been taken by anything else.

Content remains at the center of these campaigns. People will always need to know about your products and services. However, they might cease to use a certain social media platform or digital marketing strategy.

In fact, the long term element of content is captured in the fact that you only need to change the presentation once in a while. Theoretically, content never loses its value. In fact, it is this content that captures repeat clients.

If a person remembers an old statement or expression, he or she is bound to return to the site. This familiarity of content is crucial for long term capture of repeat clients.

Content Offers Compounding Returns:

The basic concept is compound interest. The first installment is your initial investment in developing content. You might publish once a week for a month. This means that you will be having four articles. Despite publishing once a week for another month, your articles will be eight.

It means that the value of your content only grows. More people will see your content and buy into the idea. You do not need to produce new content on the same idea, yet the old articles will still capture clients on your behalf.

It Is The Refreshing Element For Products And Services:

It is rare to modify a product often enough. This would make it unstable and unreliable in the market. Even rebranding takes decades or a crisis to happen. However, using content you can reinvent your product as often as you deem fit. This happens by changing the narrative or method of presentation. As such, a person who read your website yesterday will feel something new reading it today.

This reinvention cannot be made by moving the same article from one page to the other. This is why SEO strategies must include development of new content on regular basis to give readers the feeling of freshness.

Content Builds Brands And Reputations:

When people are roaming through the internet, they are searching for information. The information found on your website will determine the confidence and esteem they hold your brand with. If the content met the expectations of the visitor, there is a likelihood of returning. With confidence, the likelihood of returning increases. This also raises the possibility of recommending your site or product to other customers.

It must be noted that people make decisions based on the information in their possession. By making an impressive presentation through your content you capture the imagination and loyalty of customers. This also happens when your content ignites debate either on social media or among potential consumers. For this to happen, your content must be well written and structured. It must also be helpful and authoritative.

Content Is Dynamic:

Content is not just text. It may be in form of images, audio and video, among other formats. The idea is to take care of the needs of different products as well as the variety of customers and their presentation preferences. For instance, some are comfortable reading while others capture information better when it is presented in pictures or info graphics.

Further, if your product involves a process, a video may be the best content tool to use compared to long texts trying to explain the processes. This allows you to reach all potential customers regardless of their content consumption preferences.

Visual content is also easy to run viral. People share photos and videos on social media or other platforms very fast. This will help in pushing your brand. Variety in content format also breaks the monotony when a potential client visits your website.

Content can be used for a variety tasks on a page and at the same time. It calls for action, describes the product, used for SEO, PR, etc. It is your framing that determines the role content will play.

While content takes precedence over web design, this can only happen when it meets the requisite stands. It must be unique and original, fresh, authoritative and informative.

Your headlines must also be strong and your body actionable. Timeless content must also be accurate, thought-provoking and precise. Consult a specialist in web content to raise the profile of your content and consequently that of your brand and product.

All of this can get expensive if you have to hire it done and then will it be the way you wanted when finished? Train yourself then you can build as many websites as you please exactly as you want them. You can build 2 free websites here.

Has this helped in the design and content of your website? Any questions? Please leave a comment and let me know.

Wayne