Types of content marketing

When it comes to your content strategy, you have to think about what types of content are relevant to your business and industry sector - but also what will effectively promote your business and encourage the most engagement. There are a number of ways to present your content, and a ‘mix and match’ approach is often the most effective at engaging your audience:

1. Blogging is generally considered to be the most important of all content-marketing vehicles. Although time-consuming, industry-related articles must be researched, written and distributed on a regular basis to help boost your company’s search rankings and build customer confidence in your expertise. You’ll want to plan a full content calendar that shows how often will you blog each month and potential topics of interest. Always consider including content about what your company does best, discuss industry trends, provide commentary and opinion on latest news and announcements, and showcase the story and culture of your company.

2. Videos engage an audience quickly and effectively. 54 per cent of audiences want to see videos from brands and businesses they follow – a lot higher than other types of content. And videos can be cost-effective - you don’t need a professional film crew to create an engaging video. Any decent smartphone will do! Videos are a hugely versatile medium enabling you to portray and visualise your brand messaging effectively.

3. Podcasts, like videos, are a largely untapped form of content marketing because people think it’s expensive and difficult to produce. Developing creative audio ideas that inform and inspire your target audience can range from branded content and documentaries to personal conversations with subject matter experts or industry influencers. Simple podcast production can involve basic scripting, audio formatting, talent management, recording, editing, hosting and dissemination.

4. Case studies are hugely effective for leads who want to find out more about your business and understand the success and satisfaction you bring to your customers. These short, synopsis-type reports help prospective buyers see how you bring value to your customers and are proven to heavily influence purchasing decisions.

5. Photos are a critical component of content marketing. High quality, relevant photos that tell a story or inform your target audience should be curated to optimise ROI. Where possible, be creative and entertaining when posting on social media to create rapport and engagement.

6. User-Generated Content is a great content method that actively seeks the involvement and engagement of your audience. They can post their own content, or comment and share yours, which promotes awareness amongst their network, expanding your reach.

7. Whitepapers are dense, research-based pieces packed with information and data. They can be time-consuming to prepare and don’t exactly make for light reading but can be used to sway prospective buyers who are in the research phase of their buying journey.

8. How-to Guides/eBooks are like a long-form blog post that pull together information, tips, and visual media into an easily-digestible, downloadable piece of content. These are great opportunity for you to provide something of real value for your customers – something so valuable in fact, that they might be prepared to give you something you want in exchange.

9. Gated content. Consider ‘gating’ valuable content like eBooks or guides behind a pop-up or contact form where you can prompt visitors to enter their contact information in exchange for access to that content. It’s a great way to build up your contact database so long as the transaction is balanced and fair.

10. Infographics are an informative, visual way to present and share key pieces of information and statistics with your followers. They are versatile and can be used on social posts, blog images and websites. These are generally scrolling, vertical graphics that give a quick visual overview of a topic. While they should always be attention-grabbing, they must help the audience to understand and retain the content.

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