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    Home > News > Need For Better Digital Marketing Content

20^th Dec 2011 | Author: Maria Appleton

Need For Better Digital Marketing Content

Today, the quality of digital marketing content is the mainstay of online marketing. The development of a large number of content publishers as a result of new social networking platforms, means that brands can now nurture specific audiences. It also means that companies can connect with these audiences on a daily basis, by providing engaging digital marketing content to cultivate a community. Currently, brands cannot achieve brand equity by ads on paid media alone. Instead, they need to also become ‘content publishers’ to extend their reach.

In 2011, YouTube announced the launch of their premium content channels, while Google announced the introduction of their new +Pages (brand pages), on their Google+ social networking website. It is believed that these two products will provide digital marketing brands with the opportunity to create highly compelling content, increase audience size, and drive brand reach.

In addition to this, YouTube’s premium channels and Google’s brand pages, is expected to strongly influence search visibility on Google. This is because Google’s search algorithm is constantly updated to include signals from social activity. In fact, it is possible for YouTube’s premium channels that have high social engagement ratios to rank higher on YouTube and Google, than other relevant sites.

Hence, it is crucial for digital marketing brands to take advantage of the power of content, especially video content, and create a far-reaching digital marketing plan that stresses on the interplay between attractive content, social connections, visibility in search and paid media. While formulating such a digital marketing strategy, YouTube's premium content channels and Google’s +Pages, should be included as key components.

Important points to consider:

• Currently, video is the fastest growing medium on the Internet, and accounts for more than 30 percent traffic. According to a digital marketing study by Cisco, web video will account for up to 90 percent web traffic in two years time.

• The premium content channels of YouTube will help it increase its audience and viewership numbers, from the current four billion daily views.

• It is quite probable that Google will integrate YouTube content with Google +Pages and Google+. This will result in stronger intimacy between audiences and brands.

• The kind of results thrown up by search engines will change, as a result of social signals from video-sharing sites being considered by algorithms.

• Brands should formulate a comprehensive content creation strategy to improve performance of their digital marketing campaign and ROI.

Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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