6 Types of Content and When to Use Them
According to data from Statista Research, twice as many marketers indicated content marketing would be their most influential marketing tool in 2018 as compared to social media marketing. More effective than mobile marketing and paid search marketing. If you too are convinced of the power of content marketing to grow your business, it is imperative you have a detailed content strategy for reaching your target audience. The diversity of your content strategy and quality of your content will determine your success rate.
The old adage 'variety is the spice of life' holds true for effective #digitalmarketing. Click To Tweet
Doubling-down on content for business growth is only your first step. Creating various forms of content will ensure your target audience remains engaged with your brand marketing. The old adage ‘variety is the spice of life’ holds true for effective digital marketing. Offer your audience multiple forms of content and your content marketing ROI (return on investment) is likely to increase. If you want to increase your brand marketing ROI, following are six types of content you should consider using as well as tips on when you should use each type.
Create blog posts when you want to inform your audience, increase brand awareness, highlight your company’s knowledge of current industry news, or build a long-term track record of providing helpful, valuable content.
Use video in your content marketing when you want to increase your conversion rates, boost your time-on-site ratio, improve your audience’s information retention, and increase your social media engagement rate.
Use e-books when you want to offer in-depth or background information, when your audience isn’t time-constrained, or when you want to move past the building awareness stage and help guide potential customers deeper into your sales funnel.
Use white papers when you want to solidify your reputation as a SME (subject matter expert) or when you want to offer a specific opinion that is best delivered in long format. Unlike a blog post or thought-piece offered as a guest post, white papers should be educational and backed up by hard evidence and statistics.
Use case studies when you need to prove value, highlight differentiation points against your competitors, or showcase your company’s sales history within your industry. A testimonial on the front page of your website is a teaser; a case study delivers the real results behind a testimonial teaser.
Use infographics to share business knowledge on trends within your industry, spotlight features of your latest product release, simplify complex content into a digestible format, or boost engagement on older blog posts on your business’ blog.
These six types of content are by no means your only options for creating valuable content, but they should be the base of your digital marketing strategy. Understanding the types of content you have at your disposal and when to use them is essential if you want content marketing to work for your business.
Need help building a well-rounded content strategy for your business? Our team at Constant Content can help you understand the benefits of content marketing and can connect you with content creation specialists to supercharge your brand marketing efforts.
The old adage 'variety is the spice of life' holds true for effective #digitalmarketing. Click To Tweet
Doubling-down on content for business growth is only your first step. Creating various forms of content will ensure your target audience remains engaged with your brand marketing. The old adage ‘variety is the spice of life’ holds true for effective digital marketing. Offer your audience multiple forms of content and your content marketing ROI (return on investment) is likely to increase. If you want to increase your brand marketing ROI, following are six types of content you should consider using as well as tips on when you should use each type.
1. Blog Posts
Blog posts are consistently a top performer for brands. Not only are blog posts essential for effective SEO (search engine optimization), they can increase your thought leadership status, help build networking opportunities, and act as a lead generator for your business. Blog posts should be a cornerstone of your digital marketing strategy and should be used for everything from company news updates and product releases to educating your audience on the latest trends within your niche.Create blog posts when you want to inform your audience, increase brand awareness, highlight your company’s knowledge of current industry news, or build a long-term track record of providing helpful, valuable content.
2. Video
Video is another vital component of effective audience outreach. Video is essential for reaching a mobile-enabled audience and performs well as a critical component of a SEO strategy. Brand marketing via video can be used for education product/service content, behind-the-scenes looks at your business, or even livestreamed presentations at conferences and trade shows.Use video in your content marketing when you want to increase your conversion rates, boost your time-on-site ratio, improve your audience’s information retention, and increase your social media engagement rate.
3. E-Books
E-books are powerful lead generators for brands hoping to grow their email marketing subscriber list or boost engagement opportunities for their sales teams. E-books can be offered as a free digital download, provided as gated content to premium subscribers, or offered on marketplaces like Amazon to establish brand authority for a company CEO.Use e-books when you want to offer in-depth or background information, when your audience isn’t time-constrained, or when you want to move past the building awareness stage and help guide potential customers deeper into your sales funnel.
4. White Papers
White papers are effective for businesses wanting to prove industry expertise. Like e-books, white papers can be offered as a free digital download, or can be published online as PDFs for improved search engine optimization.Use white papers when you want to solidify your reputation as a SME (subject matter expert) or when you want to offer a specific opinion that is best delivered in long format. Unlike a blog post or thought-piece offered as a guest post, white papers should be educational and backed up by hard evidence and statistics.
5. Case Studies
Case studies are especially useful for conversion rate optimization. Providing case studies as a component of your content marketing strategy can help convince customers to try your product/service and are also helpful for long-term search engine optimization.Use case studies when you need to prove value, highlight differentiation points against your competitors, or showcase your company’s sales history within your industry. A testimonial on the front page of your website is a teaser; a case study delivers the real results behind a testimonial teaser.
6. Infographics
Infographics are an excellent form of visual marketing to offer large amounts of information in an easily digestible format. Thanks to tools like Canva, infographics are now easier to create than ever.Use infographics to share business knowledge on trends within your industry, spotlight features of your latest product release, simplify complex content into a digestible format, or boost engagement on older blog posts on your business’ blog.
These six types of content are by no means your only options for creating valuable content, but they should be the base of your digital marketing strategy. Understanding the types of content you have at your disposal and when to use them is essential if you want content marketing to work for your business.
Need help building a well-rounded content strategy for your business? Our team at Constant Content can help you understand the benefits of content marketing and can connect you with content creation specialists to supercharge your brand marketing efforts.
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