Content marketing is an effective tool, and one that – according to some reports – increases user engagement for 72% of marketers. However, when it comes to promoting your business, it’s hard to know which types of content marketing will work best.
From blog posts and videos, to guides, case studies and infographics, there’s an ever-increasing array of content types to choose from. Accordingly, you need to narrow down and focus on those that will be most effective in reaching and engaging people in your niche.
Here’s a quick roundup of some types of marketing content to consider:
1. Website Pages
Your website is the place you can showcase the various types of content discussed below, and your overall site is arguable one of the most important types of content marketing, hence number 1 in our list.
Make sure all your content is ‘on brand’ and supports customers on their ‘buyer journey’. Also, the content enables interested parties to make an informed decision on whether your products and services are for them, i.e. your website’s content can do much convert those you most want to do business with.
Creating long form articles allows you to discuss topics at length. When we say ‘long form’ this can mean anything from 2,000 to 20,000 words. The longer the piece, the more likely it is to get picked up by the right people in searches, simply because of the sheer volume of keywords within it – especially if you’re using technical terms.
Blog posts are essential for lead generation purposes. They can help you establish your thought leadership credentials and your expertise. Posting regularly is a sure-fire way to improve your SEO too, so it’s essential to pin down the right keywords to boost your reach and rankings.
Using a pillar or cluster model is a good way to organise your posts, and you should consider guest blogging as a way to extend your brand awareness.
4. Case Studies
Showing how you helped others gives potential customers clues about how you can help them too. Being able to see a customer’s journey with you, from start to finish – and understand how your product or service is working for them – provides potential customers with valuable insights.
Infographics visually captivating and can convey information in a quick and low-cost way. Use infographics to break up information, for example a long web page – and consider posting them on social media – with a link back to a blog or pillar page. Using verified data on your infographic can add kudos to your product, too.
Whitepapers are not eBooks! Rather, they are reports packed with data and information. They can play an important part in your prospects’ initial research into your products.
If your whitepaper is about a new product, for example, you can write about the philosophy, research and risk mitigation behind the design, manufacture and test. Whitepapers may not include the most exciting content – but that doesn’t mean they can’t be visually appealing – all of which will help to make readers more inclined to turn the page.
One of the most respected types of content marketing, but it requires a great deal of effort. eBooks have become highly popular with online marketers, as an effective way of earning more traffic, generating more leads and driving revenue. Use them as lead magnets, by asking prospects to hand over their information, in return for a download of your valuable content.
8. Social media posts
Posting regularly on social media is important because it makes your brand memorable – and the more memorable you are, the more likely you are to generate leads. You need to invest time and effort into building a following, but once it catches momentum you can turn your audience into an important propaganda tool.
According to HubSpot, 54% of audiences want to watch videos from brands they support, (more than for any other types of content). Videos can be used to show viewers how to use your product or service and deliver powerful messages about how you can help prospects and customers resolve their pain points, or achieve their goals.
These can help to support your buyer’s journey and provide them with reassurance about the products they are about to buy. They can be used to show readers how to solve a problem, step-by-step, and are ideal for posting on your social media pages.
If you’re new to content marketing, don’t make the mistake of using too many content types at once.
Jumping into too many formats – or too many channels – will end in confusion and won’t get you the results you want. Instead, branch out slowly. If something is working really well in a particular format, move on to one or two more formats or platforms.
Learn which types of content marketing are effective, and build up an audience there, before embarking on conquering another one.