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SEO, PPC, SMO & Content - The 4 Pillars of Digital Marketing

05-May-2021 | Digital Trends


Digital marketing has become the lifeline for numerous businesses today. Using the power of the internet, it has opened up new possibilities of reach that drives sales and revenue. It’s not wrong to point out that many companies have grown and even flourished thanks to it (and the popularity of a digital marketing agency).

But it doesn’t rely on one single tactic alone. Every successful digital marketing campaign has certain building blocks. Or pillars for that matter. And here are the essential ones that you definitely need to know.

Top 4 Components of Digital Marketing Explained

Content Marketing

Many assume that content marketing is just about blogging and uploading posts on a website. But it’s so much more than that! You’ll see that this takes shape through various formats such as:

  • Blogs
  • Articles
  • Press Release
  • Slideshows
  • Infographics
  • Videos, etc.

Through relevant, well researched and creative content, you can build trust and establish authority online. This transforms into greater reach and brings traffic to your website. More importantly, it helps to strengthen relationships with your audience. Every digital marketing agency will tell you that the best part about content marketing is its longevity and how it retains its value for years on end.

With this in mind, it’s always smart to position yourself as an industry expert. Also ensure that your content serves three basic functions - to educate, enlighten or entertain users. Use valuable insights and don’t forget to add CTA’s to provoke action. Do this and you’ll definitely make your efforts worthwhile!

Social Media Optimization

Originally, SMO was used to direct traffic from social media sites to a company’s website. But it’s no longer confined to this purpose alone. The services of a social media marketing company in Kolkata are now more important than ever! It is vital in enhancing the presence and reputation of a company across all interactive communities. Some even say that SMO is a synergy between SEO and social media. And yes, it does improve SEO performance!

It helps you connect with people in various online venues and not just through Facebook and Instagram alone. SMO also encourages users to share links through social media and networking sites to the website as much as possible. If implemented correctly, it can strengthen the visibility of your brand in more ways than one! Hence, it continues to stand as an important pillar of digital marketing.

Search Engine Optimization

In simple terms, SEO is the way that website pages become visible. This is typically done through unpaid or free listing by a digital marketing agency. It is a process where your online content gets ranked organically in search engine pages like Google or Bing. This also involves adding relevant keywords (key search terms) and backlinks to content in order to improve the ranking of the site.

There are three main purposes behind SEO:

  • Establishing connections and links from other websites to yours
  • Optimizing web pages and employing target keywords where necessary
  • Fixing problems such as slow site speed, broken links, etc.

The battle for being seen on the first page results is a never-ending one. This is why SEO is nothing short of a necessity today since everyone is trying to be found amidst a large pool of similar competitors. This may not produce instant results (like PPC) but can attract qualified leads and help you rank higher. You can definitely look forward to a high ROI when you invest in SEO.

Pay Per Click Advertising

With a search for a product on Google or Amazon, you must have come across ads of similar or related products in your feed. This is PPC advertising, also called ‘pay per click’ since every click of these ads incurs a fee. PPC in digital marketing is always in high demand due to their ability to generate immediate leads and boost conversion rates almost simultaneously.

Here are a few benefits of PPC you should know about:

  • Good results within a short period of time
  • Performs better alongside other marketing channels
  • Generates a storehouse of valuable data
  • Produces measurable and trackable results, etc.

This includes search engine marketing like Google ads as well as social media campaigns on Facebook and Instagram. Their preference lies in the fact that PPC advertising is not an expensive affair and boasts advanced targeting options. With budget flexibility, quality traffic and conversions while reaching a wide set of prospects, you simply cannot ignore PPC in digital marketing.

Make sure you incorporate all these aspects into your strategy going forward!


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