Originally published January 11, 2022 , updated on August 22, 2024

The ocean of online content is vast, and many businesses are sinking beneath the waves. Well over a billion websites already exist, and some experts estimate that as many as 10,000 new ones are added every hour. Add to that the millions of mobile apps, advertisements, social media swirls, and email newsletters, and the problem becomes clear: you need a digital marketing strategy that rises above the rest. 

To do that, to truly separate your business from the waves of competition, your digital marketing strategy needs to be relevant to the times. That is to say, without a great strategy, you risk doggie-paddling in circles or worse – sinking to the bottom of those millions of search results, never to be seen again. 

The most successful digital marketing strategies have a few things in common, including:

Clearly Defined Goals or Metrics 

The most successful digital marketing strategies always include defined goals and achievable metrics. Do you want to onboard 10,000 new customers this quarter? Increase your ROI? Build brand awareness? What does online success look like for your business?

Be specific, define metrics, and paint a clear picture of success so that you can recognise it on the horizon. 

Once you know where you want to go, you need content that is optimised to help you get there. 

Fresh Search Engine Optimisation (Or SEO) Tactics 

These aren’t the same tactics that proved successful ten years ago, or even two years ago. The world of SEO continues to evolve, and so too must your content development and digital marketing strategy.

Search engine optimisation no longer means chumming the internet waters with hollow blogs and hashtags. But digital marketing strategies that focus on “more” instead of “better” are still the norm. What they don’t yet realise is that overstuffing articles with keywords and low-quality information does more harm than good.

Search engine algorithms have been updated and programmed to recognise these cheap tactics. Therefore, using them can have a negative impact on your search rankings. 

This means that many businesses are wasting time and money on inefficient marketing. More is simply not better. Clickbait doesn’t pay, and no one earns high-value customers with repetitive listicles.

The reality is that potential customers are more likely to appreciate carefully curated content. Articles that offer true value help to establish your business as an authority in your industry. Intelligent consumers find authentic voices to be refreshing, and truly engaging content is rewarded with loyalty and customer retention.

Quality Over Quantity

Quality content can serve to better explain your product or service and to help demonstrate the full range of benefits that you’re offering. How does your product or service improve the lives of your customers? Educational pieces and illustrative case studies can help inspire online discussion. They also drive conversions, retain customers, and boost your placement in search engine rankings.

These days, the websites that appear at the top of search results get there by introducing fresh articles with unique angles. Algorithms favour creative and engaging content. And websites that deliver on this get indexed faster and appear higher in search results.

But keeping up with all of the trends, tactics, and technologies you require to succeed in the online world can be a daunting series of time-consuming tasks. 

Many businesses are still trying to manage a digital marketing strategy with an entirely internal marketing crew. Team members are spread across channels. They are frantically churning out content, checking a rainbow of overwhelming metrics, trying to present a cohesive and professional front to the online world. And a few of them may succeed.

But just because you can swim in the sea by yourself doesn’t mean that it’s productive or even effective. Many businesses will never reach their digital marketing goals for a variety of reasons. But one prominent cause is the lack of focus and the amount of absolute overwhelm that marketing teams can experience when trying to navigate through digital waters. 

Doing everything with an exclusively internal marketing team is not potentially ineffective. Buy it’s also not always the most economical option either. The sheer number of wrong turns and wasted time that passes while you find your way (or fail to) can be costly. But there is a simple solution to this problem.

Outsourcing Your Digital Marketing Strategy to Specialist Content Creators

As algorithms change, strategies must adapt, and it is worth considering the value of outsourcing some tasks to dedicated professionals. Think of them as lifeguards, ensuring that you stay above water and make your way to shore. 

Finding an SEO content writing services company is a great way to keep your internal staff focused on your products and services while dedicated specialists work to raise your business to the top of search results. These companies are staffed by professionals capable of delivering effective custom content based on your budget and goals. Also, they possess the updated knowledge necessary to get your content in front of the right audience at the right time.

Enlisting a marketing company or agency of independent specialists can also help ensure that your digital marketing strategy receives the regular assessment needed to pivot and succeed as tactics and technologies change. 

Losing ground to more technologically savvy rivals is an ever-present and very real danger. But specialists can help your business learn from the past, study the changing competition, and implement new approaches.

In the end, it is important to remember that a successful digital marketing strategy can take time to develop. But with a clear vision, and a little outside help to stay current and competitive, your business has a greater chance of success. Quality SEO content development could prove to be the life raft that your business needs. It will rise above the rest as a visible, credible, and appealing authority in the overwhelming online ocean of today.

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