In the world of digital marketing, content is at the center point. Without high-quality, relevant content, marketing simply wouldn’t exist. As a business owner, you need content on your website, ads, social media channels, press releases, and emails to promote your products and services through all digital mediums.

Content marketing is storytelling with a clear purpose. Marketers use content marketing tactics to tell a story that both resonates and influences the consumer. Storytelling through content marketing is a way of turning dull, boring, and forgettable content into compelling, captivating, and engaging pieces of writing.

Storytelling has become an integral component of online marketing. If you’re a small business owner, then the chances are that you may not know very much about how to write quality, relevant content. The good news is that there are expert help and guidance available. 

With your content marketing, goals, and efforts come eager, qualified, and experienced professionals here to handle it all for you. Before we dive into how these professional content marketers have to offer, let’s take a look at what storytelling through content marketing means.


What Is Storytelling?

Storytelling is an ancient form of art and human expression that goes far beyond childish fairy tales and fables. This interactive art uses words and actions to reveal elements and images of a story. Stories are told for the purpose of opening up the listener’s imagination.

A truly good story has a way of evoking an emotional response from the listener. This emotional response is what every storyteller strives for. Storytelling is a great way of making people feel heard and understood, building an emotional connection between the listener and the messages being conveyed. 


What Is Content Marketing?

Content marketing describes the creation and distribution of relevant, valuable, and consistent content to attract and acquire a clearly defined audience. Content marketing obtains the sole objective of driving profitable consumer action.

This means that every word that is written on a page is carefully strategized and placed to draw in an audience, keep them engaged, and inspiring eagerness to learn more about the subject being discussed. 

Content marketing is a valuable aspect of advertising. Content plays a significant role in the way that consumers perceive a business. The primary goal of every content writer is to provide as much value to the target audience as possible. This valuable content can exist in the form of:

  • Infographics
  • Webpages
  • Podcasts
  • Videos
  • Books
  • Social media posts
  • Blog posts
  • Press releases
  • Email marketing
  • Flyers, banners, and other print media
  • PPC ads
  • Google ad campaigns
  • And so much more

Content marketing is a way for marketers to practice brand storytelling, in which they create your customized brand story that speaks to your audience on a deeper level. Then, they share your story through multiple digital mediums so that more people can become aware of who you are as a company.

Content marketers create stories based on factual information about your business while implementing creative, engaging wordplays that attract your targeted audience.


Content Marketing & The Buying Cycle

More importantly than understanding what content marketing is, is understanding why content marketing is essential to the success of your business. Knowing the four steps of the buying cycle will provide some insight into why content marketing is important. 

  1. Brand Awareness

Content provides a much-needed sense of brand awareness so that consumers will become aware of your business.

  1. Research

After becoming aware, consumers will conduct research to educate themselves on your business and what you offer.

  1. Consideration

Consumers will compare your business to your competitors to ensure that their getting a high-quality product of service at a fair price.

  1. Purchase

Finally, consumers will make their decision on whether or not to move forward with a transaction online or in-store.


Content Marketing & SEO

Not only is content marketing a great way to tell your story, but it also vastly improves your SEO rankings in search engines. Great content utilizes high-ranking keywords that the search engines recognize. The essential element of SEO is about finding relevant keywords and making use of them within your content so that your business can rank higher in the search engine results pages. 

Search engine marketing (SEM) incorporates keyword strategies for effectively increasing search engine rankings. It’s important to utilize appropriate keyword strategies and be aware of over-optimizing – which can be harmful to your rankings.

When creating marketing campaigns, a content marketing strategy must be implemented within the plan as a whole. This includes ideas and plans for using visual content orchestrated alongside the written content for added audience engagement.

SEO comes into play here by pinpointing the exact keywords and phrases that the search engines like. The copywriter is responsible for catering to both the needs of the client and the search engines, in which they write relevant content that conveys the right messages to both entities. 

Content writing isn’t as easy as simply writing words on a page. Every word is strategically written and placed within the text for the purpose of driving profitable consumer action. It’s highly recommended that content should be handled by professional content marketing strategists.

At iDig Digital, we specialize in content marketing along with web design and development. Our content writers have many years of experience in writing high-quality, relevant, and valuable content that increases your SEO rankings and provokes a significant emotional response from the reader. 

We are storytellers with an agenda to attract more customers and maximize your sales. We assess your needs, desires, and budget to create the perfect content for all of your digital platforms. From social media channels and website copy to press releases and email marketing campaigns, we do it all.

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