Article

Barney Durrant
Barney Durrant 22 December 2015
Categories Search Marketing

If You Build It...

There is always a great focus on reaching large numbers of people online - it's what digital marketing is for, right?

Traffic. Eyeballs. Users.

 

There is always a great focus on reaching large numbers of people online - it’s what digital marketing is for, right?

 

Yes and no.

 

SEO is all about getting your pages to the top of Google. AdWords can throw thousands of clicks at your Website. Facebook and Twitter can show your posts to many people across the Web.

 

This is great, but in the rush to compete, to be at the top, to hit those sales targets, a more fundamental issue is glossed over.

Have you earned the right for people’s attention?

 

Your audience’s lives are moving faster and every day throws up a new social network, messaging app, viral video or social news site to consume. They are bombarded with digital messages, billboards, videos and mobile ads. Why should they spend time with your brand? What have you done to deserve their attention?

 

If the answer is show them a Website last refreshed three years ago, let them read stale social posts spat out by an automated platform identically across three platforms or watch a video hastily transplanted on to the Net from TV, then you are doing your audience a great disservice and frankly embarrassing your own brand in the process.

 

Everything comes back to content. Focus on making something that will delight your users. Think about them intensely - what do they like, where do they go, how do they feel? Be useful. Be entertaining. Be both.

 

What problem can you solve for them with your content? What are the issues around your product or service that you could help them with? Look beyond just what you do and create an ecosystem of content that informs your customers and makes them want to come back to see what you are going to do next.

 

Be surprising, a little edgy, push the limits, write or make stuff that you would want to see and share with your friends.

Don’t settle for box-ticking, keyworded marketing speak masquerading as content. Take the time to make great work.

 

If you build it, they will come.

 

Bluebell Digital helps clients run effective social media and digital campaigns and write great content people want to share.

 

Original Article

 

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your blog promotion. I’m bringing you 30 proven places where you can promote your blog content and get great results.

Aleksej Durdevic
Aleksej Durdevic 7 December 2016
Read more
Top 10 Digital Branding & Marketing Trends for 2017

Top 10 Digital Branding & Marketing Trends for 2017

It’s time to re-evaluate and rebalance the digital approach for your company. Here are the Top Digital Branding & Marketing Trends for 2017 to watch for. The probing minds at the Borenstein Group, a Top Washington DC Digital Marketing and Branding Agency, have done the homework for you. Use it or lose it.

Gal Borenstein
Gal Borenstein 7 December 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What Mobile App Design Looks like in 2017

What Mobile App Design Looks like in 2017

They say ‘move with the time or the time will leave you behind’. Being a startup it is important for you that you understand the trends, and amalgamate them in your business in order to attain the targets.

Nasrullah Patel
Nasrullah Patel 6 December 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more