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Email, social media, search and other elements of your digital marketing mix will depend on delivering useful content. Though video outlets, podcasts, and media galleries present other options, a blog is by far the most used tactic for distributing marketing content on a channel over which you have complete control.

Content marketing is the creation and distribution of educational and/or entertaining information assets for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is generally free and does not explicitly promote your brand as an ad would.

Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.

The majority of web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels.

Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.

Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.

A buyer persona is a representation of your ideal customer based on market research and data. Personas generally include customer demographics, behavior patterns, motivations, and goals. They should reveal insights about the buyers’ decisions including attitudes, concerns and criteria that drive buying decisions.

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