Content is Truly the Digital Foundation

Written by Nick Stamoulis

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As a business, your online presence relies heavily on your content. Everything you do regarding digital marketing is better enhanced with a solid content strategy. This means that, even if your impulse is to cut corners on content for lack of resources, you really shouldn’t. You should value it.

Content is connected to everything you do online, including your blog posts, social media posts, email newsletters, product guides, podcasts and videos, and even customer reviews and testimonials. Content is the digital foundation of your business. Here’s what you need to know about the importance of your content:

Build Trust

The content you put out can help or hurt your chances of building and maintaining trust with customers and potential customers. First, you must know your target audience. To build trust, you want to give your audience the content that they are looking for. This means understanding their pain points, their wants, and their needs. You must also know where your target audience wants to consume your content and how often they’d like to consume it. One audience may prefer weekly newsletters, while another may like daily posts on social media.

Building trust with your target audience also means being available to them. They should be able to easily find where to connect with you on social media, through your newsletter, or anywhere else online. Make this information easy to find. You should also analyze engagement to know what content is being consumed most and where it is being consumed. This will allow you to give them more of what they want, where they want to see it. This builds trust, as your target audience feels seen and heard. Building trust builds relationships required to create a successful business for the long-term.

Generate Leads

The content you put out online can help you to generate leads. Content should be high-quality, offering something useful to the readers so that they will continue coming back for more. Including a call-to-action in your content is a great way to generate new leads. A call-to-action can be asking the reader to sign up for your newsletter, make a purchase, or download a free guide or ebook. If a visitor is happy with your content, they are going to be more likely to answer your call-to-action, which delivers them to your landing page.


The content that you put out is going to benefit your SEO efforts as long as it’s high-quality and consistent. By delivering this type of content, your business will become more visible online. Your content has the ability to build trust and authority not only with the search engines, but with your audience. It’s important to do keyword research on a regular basis so that you know what your target audience is looking for.

You can implement these keywords naturally into your content without keyword stuffing. Search engines also don’t appreciate keyword stuffing and you can be penalized for doing it. Search engines, such as Google, want to provide their users with the most useful and relevant results. Your content needs to be beneficial to users in order to have SEO value.

Build Brand Awareness

Content marketing is the best way to build brand awareness. As mentioned, content helps your SEO which helps you to get noticed in the search engines. This increases your visibility and makes more people aware of your brand. The content that you post on social media will also get your brand noticed, not only by your current following but by people who may have never come across your brand before. Brand awareness is important because consumers are drawn to make purchases from brands that they recognize and trust.

The content you put online becomes part of your digital foundation. This foundation has a direct impact on your business. The content that you provide to people tells them who you are, what you can do for them, and builds important relationships and trust which matters to consumers. Everything you put online can be discovered by anyone who searches for you, so make sure it’s high-quality.

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