The Digital Dilemma
Getting digital marketing right is a necessary, but insufficient, part of the overall marketing puzzle; it needs to be accompanied by strong messaging and content.
Like Hansel, digital marketing is so hot right now.
Whether we’re talking
Google AdWords Google Ads, retargeting, organic discovery, social media, UTM codes, and so on and so forth, digital marketing arms businesses with effective and measurable channels through which to reach potential customers.
However, getting digital marketing right is a necessary, but insufficient, part of the overall marketing puzzle; it needs to be accompanied by strong messaging and valuable content. Likewise, content without distribution is ineffective.
Digital marketing and strong content (which conveys a clear message) are two sides of the same coin, and this point is often overlooked.
Digital marketing and strong content (which conveys a clear message) are two sides of the same coin.
In their rush to get the word out, many organizations have made significant investments in digital marketing technologies; in fact, for many companies – especially software-as-a-service (SaaS) businesses – the digital marketing stack is a crucial piece of the ‘revenue engine’, and lots of time and effort goes into tuning it.
But without strong content to drive down the cost of pay-per-click (PPC) campaigns (i.e., through high relevance), to provide prospects with something valuable to consume at each stage of the buying process, and to specifically address buying barriers, companies end up overpaying for underperforming programs. They pour tens of thousands of dollars into digital programs that are, in one sense, doing what they’re supposed to do; they’re just being let down by poor content.
Digital marketing gets people to give you a small, potentially valuable moment of their attention; it’s imperative that what they see in that moment effectively delivers a piece of a strong, consistent message and directs them to content that’s worthy of a deeper look.