Content with Substance and Digital Marketing

As technology evolves, the touchpoints with our audience increase. Digital Marketing is becoming increasingly embedded in our lives – and it’s becoming an essential tool for achieving our business goals. But do we know how to leverage it effectively?
When we say “Digital Marketing,” we describe all of the digital steps a brand can take to raise awareness. The goal for a business is, using all available technological means, to meet its audience, help them discover and be reminded of its existence and integrate into their daily lives. The average adult spends about five hours in front of screens every day – is there a better place to meet them?
In an era where all companies strive to capture the attention of their audience, branding is what helps them stand out by following a proper communication strategy, with substantial content. How can a brand target its audience if it hasn't identified who they are? How can it communicate its values if it hasn't discovered them? How can it connect with potential customers if it hasn't thought about why they should choose it over its competitors? These questions guide not only the design of the brand, but also the creation of the most effective and consistent content for the target audience.
The first step a brand must take is to set the goals of its campaign. Do we aim for awareness, increasing followers, website visits, or sales? Once we identify the campaign’s purpose and, based on the research we’ve done about the brand, we create the content to be promoted. We make use of the brand’s voice, tone and identity and we use our communication strategy as a guide.
In the world of the internet, a brand can distribute its campaign across a wide range of channels. Its social media accounts, search engine results or even the websites its audience visits. With the tools Google and Meta offer, we can target the audience that will truly love our brand. And, when we know that our content will reach the right audience, we want to be sure it truly reflects our brand’s essence.
Precisely targeting our audience doesn’t only protect us from misplaced investments, but also allows us to manage the details of our campaign in the best way possible. We can track what works and what doesn’t in real time and improve it, following market trends. At the same time, a digital campaign offers us something that has traditionally been difficult to determine: measurable results. This means we have a better sense of our goals, progress and budget. With full control on our hands, we can make decisions with knowledge of all parameters.
Digital marketing isn’t efficient just because it helps us save money. It also helps us gather valuable information about our potential clients and approach the audience that’s going to love us most effectively. However, branded, substantive content is the most important ingredient of a successful campaign.
This content will be, for a large part of our audience, their first contact with our brand – and our first opportunity to make a good impression. That’s why it should be based on the research we’ve conducted on the brand: its positioning, vision, purpose, values and history. The right content not only appeals to our audience, but also to search engines: the more relevant and popular it is, the less money we’ll spend on advertising.
At S&Team, we know how to produce the content that will “speak” to the audience of a brand – we’ve been doing it for 25 years. Our team combines research and creative experience with in-depth knowledge of the tools available – it’s a recipe for success!