What if there was a less expensive way than traditional marketing efforts to ensure your customers are well-informed, engaged and ready to get to the next level in your sales funnel?
Luckily for your brand there is!
Content Marketing is a strategy that revolves around building content for your brand using the internet as a platform.
This strategy, according to recent research by CMI, has been efficient at increasing engagement for 72% of marketers, and is known for being a long-term endeavor that can bring results to your business for years to come.
But what is Content Marketing, what types of content can your brand create, and how important is it to make different types of content marketing materials in the midst of a single strategy?
In this article, you will learn:
What is Content Marketing?
By now, you have probably heard the expression “Content Marketing” enough times to bring it to your attention.
But it is very likely that what you think is Content Marketing isn’t exactly so.
That’s why before we start talking about types of Content Marketing you can include in your strategy, it is important to define what we’re referring to here.
Content Marketing is developing and distributing — usually through the web — relevant and useful content to your audience.
That content can be blog posts, newsletters, white papers, social media posts and much more. Understanding these content formats will help improve your long-term decision making for your brand.
The goal of this content is to:
- Convey your brand’s expertise.
- Show that your company values its customers.
One of the greatest aspects of Content Marketing is its potential to be consistent and aligned with your brand’s messaging.
How often you post is as important as the quality of the content you produce because it helps nurture a long-term relationship with prospects and clients.
Because your company is willing to share knowledge and is interested in the success of its customers — as shown by the content it produces — people will be more apt to choose your brand when making purchases.
Do You Need to Use Different Types of Content Marketing in Your Strategies?
Using many types of Content Marketing in your strategy isn’t exactly obligatory.
But it sure can make a difference in your numbers.
That is because the internet is such a dynamic place, and seeing only one type of content all the time can be tiresome.
The more your brand invests in diversifying content the better.
This way, you can explore the difference in each format, making sure it is adequate for the type of information you are trying to deliver.
Another benefit of diversifying your content is making sure your audience is never bored.
Using the right channels and types of content marketing, your company will be able to get much more engagement than if it only did blog posts or social media constantly.
10 Essential Types of Content Marketing
With this basic knowledge of Content Marketing, you are now ready to consider the most effective types of content your business will utilize.
Take a look at these 10 ways to impress your customers with content:
1. Blog posts
Blog posts are a cornerstone of Content Marketing. They build brand awareness and increase engagement with your customers.
That’s clear when we look into how blogs work: they offer a platform that is so versatile it can be used to publish all sorts of content in the quickest and easiest way possible.
Tools like WordPress come ready out of the box (for free!) and can help you build a blog in a couple of minutes.
This cheap way to market your brand is based entirely upon the quality of the content you deliver.
The more elaborate, detailed and up-to-date a blog post is, the more it is likely to get the results your business wants.
A lot of complex ideas your brand might want to deliver to its customers are way too hard to explain using only a blog post.
Sometimes you need the visuals to go with it in order to be able to properly explain your solutions.
That’s where infographics come in handy.
Infographics are visual ways to present ideas. Usually, they prioritize bullet points and numbers, instead of long-form content you’d see more frequently in blog posts.
An infographic is a nice way to show a complex idea to your customer without having to rely on as many words in order to get it done.
Who doesn’t love to watch quick videos on interesting topics?
Ever since the popularization of broadband connections and the rise of the YouTube era, the internet has never been the same.
That’s because more and more of the content produced has navigated towards videos over the past few years.
Videos are hard to produce, but they generate the greatest results.
After all, people spend at least 100 minutes watching videos a day, and 48% of customers rely on videos to reflect what they are interested in.
If your company can create good video content, it is more likely to convert and nurture a lead than if it only invests in written content nowadays.
eBooks are also an alternative to producing content on the internet.
They are long-form texts that do more than blog posts for one important reason.
In order to download an eBook, customers have to provide your company with some information about themselves, such as an e-mail address and a name.
With that information in hand, your company can easily navigate the nurturing process, providing customers with more content that is likely to engage them.
eBooks on popular subjects can generate a great deal of interest for your company’s products and services, and that’s why you should invest in this type of content.
5. Case studies
How about using the knowledge your company already has in order to make sure new customers will come by?
That is what you can get with case studies content.
In case studies, your company shows how its expertise has already been used to help other businesses and, in return, gains a great opportunity to make sure your prospects understand what it does and how it does it.
Case studies are a great way to portray yourself as an expert in your field.
Therefore, they are among the top quality content a brand can produce online.
Customers love free tools and that’s what you give them once you make a checklist.
This type of content marketing can be used in order to make sure your customers are following the right steps to reach their goals.
That’s why they are such great features to have on your website.
A checklist is simple and easy to put together and can generate leads the same way an eBook does.
7. Testimonials and reviews
Giving a voice to your clients is also a great way to generate content for your brand.
That’s why testimonials and reviews are a cheap way to increase the amount of content you have on your website.
Consulting with your clients is all it takes to have this form of content ready.
No need to pay for copywriting or a designer to produce a stunning visual collection of ideas, like with an infographic.
8. Influencer marketing
Using influencers can also be a big deal for brands.
That’s why influencer marketing is at the top of your list if you want to make sure your money is well invested.
According to research, for each dollar you spend on influencer marketing, you generate up to $6.50 for your business.
Creating content in partnership with influencers that have everything to do with your brand is a great way to make sure your leads convert.
That’s because influencer marketing borrows the trust built by individuals in order to make your brand shine.
9. Guides and how-tos
Guides and how-tos are successful ways to increase your presence on the internet, and also the engagement of your brand.
They are quick posts where your business shares knowledge with customers on specific topics.
Let’s say you’re an expert in conversions.
How about sharing some of what you learn in a simple guide? This strategy is sure to potentialize the way your brand communicates with customers.
There’s no reason you can’t have fun with your Content Marketing strategy.
If it aligns with your brand and makes sense for your strategy, memes are a great way to make your audience interested in your message.
Memes are a quick way to communicate your intentions, and that’s why they work so well and make up most of the internet.
Such a shareable way to present ideas also has the added benefit of potentially becoming viral. If your company can work memes into its marketing strategy it should be doing so.
Wrap Up: Explore Different Types of Content Marketing to Engage Customers
With good ideas, your business can save a lot of money with traditional advertising and use techniques such as SEO to make sure your content reaches its audiences organically.
The creation of Content Marketing material can be a long run, though.
Don’t be shy of your initial numbers as they tend to grow over time — and are only an indicator of the potential of Content Marketing for your brand.
What do you think about taking a little quiz now?
Check out this Content Assessment we’ve prepared to help you understand where your business is currently at regarding content!