Content refers to the information or materials presented to an audience through various media such as text, images, videos and audio. In digital marketing, content refers to the information that is created and distributed through various online channels such as websites, social media and emails. The purpose of content is to inform, educate and entertain the audience and persuade them to take a particular action, such as making a purchase or signing up for a service.

Content research

Effective content is

  • well researched,
  • relevant and
  • valuable for the target group.

It should be easy to understand and captivate the reader. In digital marketing it is also important that the Content for search engines optimised so that they can be easily found by potential customers.

Types of content

There are different types of content:

  • written content,
  • visual contents and
  • Audio content.

To the written content include articles, blog posts and e-books. To the visual content include pictures and videos. To the Audio content include podcasts and music. Each type of content serves a different purpose and can be used in different ways to reach the target audience.

Content Format

In addition to the type of content, the Format of the content is important. For example, a long article is suitable for detailed information, while a short video is better suited to get a message across quickly. A well-rounded content strategy should include a variety of formats to reach the target group in different ways.


Content plays an important role in digital marketing because it helps build brand credibility, build trust with the target audience and drive conversions. By creating valuable and relevant content, companies can attract and retain customers, which ultimately leads to higher sales.