Why is Content Undervalued at Digital Marketing Agencies

Learn how to properly value content in your digital marketing campaigns and see how it can help your organization achieve its marketing goals.
Posted: 1 year ago

Woman Using Macbook Sitting on White Couch, digital marketing, contentIf you’re working in digital marketing, you know that content is undervalued. Too often, marketers focus on the “hard sell” of digital ads and neglect to consider the important role that content plays. Content is essential for two key reasons: first, it helps to build relationships with potential customers by providing valuable information that they can use; second, it helps to improve search engine optimization (SEO) by providing relevant keywords and phrases that help search engines to understand what a website or ad is about. As a result, content should be given greater consideration in the digital marketing mix.

Digital marketing agencies have a lot of moving parts. There’s the strategic planning, the media buying and placement, the creative, the web development, search engine optimization and social media monitoring and management. Somewhere along the line, content got lost in the shuffle. But without quality content, all of those other digital marketing efforts are for naught. Good content is the foundation upon which all other digital marketing efforts are built. It’s what helps to establish thought leadership, build brand awareness and generate leads. Despite its importance, content is often undervalued by digital marketing agencies. This can be due to a number of factors, including a lack of understanding of how important content is or a belief that content can be easily outsourced to low-cost third-party providers. Whatever the reason, it’s time for digital marketing agencies to start valuing content as the critical piece of the puzzle that it is.

The importance of content in digital marketing

In today’s digital world, content is king. Whether it’s a blog post, a video, or a social media update, the quality and relevance of your content can make or break your digital marketing efforts. That’s because potential customers are increasingly turning to the internet to research organizations and services before making a decision. If your website or social media accounts feature high-quality, informative content, you’re more likely to earn the trust of prospective customers. And when it comes time to make a decision, they’re more likely to choose your organization over one that didn’t provide them with the information they were looking for. So if you want to succeed in digital marketing, make sure your content is up to par. It could be the difference between success and failure.

Fortunately, there are a number of ways to ensure that your content is up to par.

  • First and foremost, make sure that your content is well researched and relevant to your target audience. Think about who you are trying to reach and what type of information they would find valuable. Relevant content is more likely to be shared and liked, so consider your audience first.
  • Secondly, keep your writing clear, concise, and engaging. In our fast-paced world, people have shorter attention spans than ever before. Make sure your content is concise and be sure to include calls to action in your content, such as links to product pages or sign-up forms. This will help boost engagement and conversions.
  • Finally, don’t forget to promote your content through social media and other digital channels.

Without content, your digital marketing efforts will be like a ship without a sail. It can move, but it won’t get very far. Good content can help you attract and engage your target audience, build trust and credibility, and eventually generate leads and sales. After all, digital marketing is all about creating relationships. And just like any relationship, those between brands and consumers are built on trust. The more value you can provide, the more likely your audience is to stick around. So if you’re not already incorporating content into your digital marketing strategy, now is the time to start. By doing so, you’ll not only build a stronger bond with your audience but also set yourself up for long-term success.

Tips for promoting your content

If you’re looking to promote your content and get more eyes on your website, digital marketing is a great way to do it. There are a number of different strategies you can use to get your content in front of more people, and some of the most effective are outlined below.

  1. Use social media. Social media platforms like Twitter and Facebook are great places to share your content. When you post links to your articles or blog posts, make sure to use targeted hashtags and keywords so that people who are interested in your topic can easily find your content.
  2. Reach out to influencers. Another great way to promote your content is to reach out to influencers in your industry or niche and ask them to share it with their followers. This can help you reach a whole new audience that might not be aware of your work otherwise.
  3. Paid advertising. If you’re willing to invest a bit of money into promoting your content, paid advertising can be an effective way to reach new people. Platforms like Google AdWords allow you to target potential customers with ads that appear when they search for keywords related to your business or product.
  4. PR campaigns. If you have newsworthy content, reaching out to media outlets and pitching your story can be a great way to get more exposure. This can be a bit of a long shot, but it’s worth pursuing if you have something newsworthy to share.

How to measure the success of your content in digital marketing campaigns

When it comes to digital marketing, success can be difficult to measure. There are a variety of factors that contribute to the success of your content in a digital marketing campaign, and each campaign is unique. However, there are some general metrics that can be used to gauge the success of your digital marketing campaigns.

  • Website traffic. This metric measures the number of visitors to your website, and can give you an idea of how successful your digital marketing campaign has been in driving traffic to your site.
  • Engagement. This metric measures how engaged users are with your website or app, and can give you an idea of how well your digital marketing campaign has been in engaging potential customers.
  • Conversion rate. This is another important metric to consider. This measures the percentage of visitors to your site who take a desired action, such as making a purchase or signing up for a newsletter.

By tracking these metrics, you can get an idea of how successful your content is performing in your digital marketing campaigns. If you’re not seeing the results you want, don’t be afraid to experiment with different strategies until you find something that works for you.


Content is key in any digital marketing campaign and we find most digital marketing agencies are not using it to its potential. It takes time.  Content in digital marketing is not an overnight success and results will only come with consistent execution and measuring. If you’re not seeing the results you want, don’t be afraid to reach out to DJG so that we can review your content plan and provide new ideas on how to better enhance both your existing and future content.

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