Why Is Content Key In Any Integrated Marketing Strategy?

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As more and more digital marketing channels – for example Instagram, Snapchat and Pinterest and digital platforms like Google, Facebook and Twitter – grow in popularity with consumers, marketers now more than ever before need to be integrating their communication efforts.

In the past, definitions of integrated marketing have concentrated on integrated marketing communications (IMC), however these are no longer fit for purpose as these imply an old media mindset of campaigns with broadcast in addition to push communications which are one-way and not interactive.

Digital media and the internet have brought us the opportunity to share via social media [including user generated content (UGC)] and create immersive experiences on websites as well as in mobile apps. Also, we can personalise across ads, website and email through techniques such as re-targeting and website personalisation.

So, in today’s context, if you have integrated your marketing successfully, it means that you have established a unified and seamless experience for your customers to interact with your brand across all your selected channels.

Those which have achieved this will know that integrating all facets of marketing communication – such as sales promotion, advertising, public relations, direct marketing, and social media and then getting them all to work together as a unified force – is not an easy task. Consistency of messaging across all channels is the goal which is why it is highly necessary to great bespoke content for all of your channels.

What Is Value-Adding Content?

Value-adding content is any unique, original, or exclusive content or information which your audience cannot get anywhere else. Examples of this value-adding content include video content, case studies, research studies, white papers, promotional offers, tutorials as well as blog posts.

As this content provides real value, it tends to be popular with readers and is rewarded by Google. Think of value-adding content as a multi-course, thoughtfully presented meal at that hot new restaurant with an award-winning chef. The meal you remember affectionately months later and which you break your personal “no pictures of my meals on Instagram” rule for.

Content without added value is more like fast food. OK in a pinch, but not something you’re going to tell your friends about.

What Are The Characteristics Of Value-Adding Content?

Value-adding content can possess some of the characteristics listed below.


This is the content which teaches your audience about your product or service. Not just regarding what you do – however why you need it? What are the different aspects which you can focus on? Maybe your shampoo is chemical-free – however WHY is it important that people utilise that shampoo over a different brand? Why is it absolutely vital to have a clear SEO strategy or an optimised website? No matter what your product or service happens to be – there are ways for you to educate your audience.


Entertaining content has to be one of the most fun types! Entertaining content can be anything from a funny meme to a video which is trending. It’s usually content which causes some sort of emotional reaction – whether it’s a happy emotion or even a sad reaction. Things such as motivational content or inspirational quotes are in this category.


This content has the particular goal of getting your audience to comment. Asking questions is a fantastic way of doing this. “Pineapple on pizza? Yes or No?” “What’s the one teacher who made a massive impact on your life? What did they do?” There are limitless possibilities here – even if it’s something such as asking a “this or that” question!

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