How do content and digital media build up a brand?


It is rightly said that “content without strategy makes the web lame.” While creating killer content which is clear, compelling and concise is the key but without proper tactics of digital marketing this key won’t be able to unlock the door to reach a wider audience. Writing compelling, visual content that not only appeals to the reader but also speaks out an informative story is very much required for its virality. It is of great importance to focus on the content that draws the maximum amount of traffic to the website, but with the correct marketing tactic because if content is the queen then marketing is the king to the kingdom of your business. Hence killer content and Digital Marketing go hand in hand. The following points demonstrate how compelling content with the proper methodologies of the digital media drives businesses forward digitally.


For example, say if you have an online portal to provide used medical equipments on sale or lease, then  through the following points we shall demonstrate that how content and digital media will help you grow your business.


  • SEO KEYWORDS – With powerful content which is inclusive of SEO keywords you can reach your target audience and thus increase your reach and popularity. So considering the example of a portal that sells used medical equipments online, SEO keywords, such as ‘used medical equipments’, ‘medical equipments for sale’, ‘medical equipments for lease’ are effective keywords which need to be formulated into the content so that whenever the user types such keywords on the available search engines he is able to reach to your site.
  • RELEVANT CONTENT – If you produce and post content which is relevant in a manner that it is both entertaining and informative, on the various social media marketing (digital )channels then it will not only increase the number of people reaching your website but also will be a great boost to your ROI. Here taking the example of our portal of used medical equipments, one needs to write content which revolves around the healthcare industry and informs the individuals about the technological innovations, advancements being done in the industry or the market of used medical equipments in India.
  • ENGAGING CONTENT – The digital marketing tools or channels are a great option to market your brand and reach audiences worldwide. If you produce engaging content then these channels can be easily used to increase the number of likes and shares on your posts and drive the traffic to your blog or website. For our used medical equipments portal the content should be so compelling that it engages the targeted audiences by presenting info and data of their interest.
  • PLANNED POSTING OF CONTENT – If strategically engaging and entertaining content is replaced over with the old content in a time period which is pre decided then it manifests itself into a plan for digital marketing through content strategy. Your readers will know when the next post is likely to be updated and shall wait for it eagerly if you produce content that not only is well written but also use graphics to make the post visually appealing.
  • VERSATILE CONTENT – For a powerful content strategy which you wish to implement through digital marketing it is absolutely necessary to produce versatile content. Producing and posting the same type of content will not enhance your customer reach however if you produce variety of content on social media marketing channels it will increase your reach and create a brand name for you. Even when it comes to our example of used medical equipment’s portal, posting the content of the same type every time will not drive new visitors, however a content which talks about all the areas of the Healthcare domain from time to time shall drive varied interests of all people and hence more traffic.
  • VISUAL CONTENT – A survey revealed that content which has more visuals, pictures and graphical information is more likely to get viral on social media as well as is more engaging to the user. A study reveals that the no. of retweets of tweets containing graphic images is more than those containing just texts, though the latter is 7% more in use than the former. So if we only post content of used medical equipments online and do not post any pictures it will not have so much reach but if a no. of pictures of the equipments is posted then it shall encourage more people to visit the site.
  • USE OF HASHTAGS – Introduction of hashtag has made it possible to track an activity across various social media platforms and hence it can be used as an effective way to help users find our content through hashtags when it comes to digital marketing. Here in our example of the online portal use of hashtags such as #healthcareindustry # usedmedicalequipments shall be useful.
  • BACK-LINKS – Adding back-links to your content helps your blog visitors to visit your website and thus indirectly increase the traffic in your website.


Thus both, illuminating content and the advanced field of Digital Marketing can help you grow your business by ten-folds and build-up a brand name for your business. Thus to produce engaging content and to direct it to the target audience is instrumental to draw the attention of the reader and establish a successful marketing strategy.