Types of Content
Hello! Hey! Yoohoo! We’re all competing for consumers’ attention.
Sharing engaging and useful content can help to attract new customers and grow your brand.
But with so much competition, using content marketing in a way that makes best use of your resources is important. As with so many things in life, emphasising quality over quantity is key.
Don’t waste your time producing content willy-nilly. Instead, decide on the type of content that makes the most sense for your company, and focus on doing it well. This can help you streamline your marketing activities and get better results.
What is Content Marketing?
Put simply, content marketing is all about using different types of content to gain visibility for your brand. By delivering consistent, quality content, you can attract a reliable and engaged audience, before converting them into customers. (CMI) Using a content-led strategy, thousands of businesses are cultivating their public brand and engaging customers every day.
This isn’t just another fleeting marketing craze. Content marketing has been at the centre of most modern marketing strategies for many years, including those of giants such as Microsoft and P&G. When done right, content marketing can be a game-changer for any new business looking to increase sales, make cost savings, and capture a loyal customer base.
The Content Marketing Flywheel
To understand how to do content marketing effectively, it’s helpful to think of your communications activity as a flywheel. Rather than following a rigid marketing-to-sales-to-customer funnel, recognise that all aspects of your communications can generate momentum, which routinely brings in and re-engages customers. In other words, through reaching out to and acquiring loyal customers, your business gains momentum and consequently, referrals and repeat sales (Hubspot).
Your flywheel’s momentum depends on three factors: How fast you spin it, how much friction there is, and how big it is (Hubspot). We can adjust these factors through our approach to content marketing.
Different Types of Content
There are many types of content that might pique the interest of your prospective customers.
Blogs are one of the most prolific forms of content used by companies;
79% of marketers rank blogs as the most efficient marketing tactic (Inc). Blogs can offer insightful and informative ideas related to your product or service, nurturing the interest of your customers. They also allow you to use search engine-optimised content through the use of certain keywords. This will allow you to appear in Google search results.
Videos can also be highly effective marketing tools. Whether it be helpful tutorials or simply fun clips related to your business, videos can engage your audience in a more colourful and dynamic way than a traditional blog post alone.
Podcasts can be a great place to advertise your product or service. 65% of podcast listeners consider purchasing a product or service after it’s promoted on their favourite podcast (Lemonlight).
From GIFs, to infographics, to podcasts, there are many great ways of engaging with customers. But it’s important to be mindful of which type of content might be optimal for you and your business, so you can avoid wasting time churning out ineffective content.
Which Type of Content Suits Your Business
So, which type of content should you be focusing on? To answer that question, contextualising your product or service offering is key. For example, if you’re looking for to promote your legal practice, serious and informative search-optimised blog content could achieve better results than Instagram videos. In the same way, if your company sells children’s toys, a long-read blog exploring the benefits of your product is unlikely to be the way to go.
It’s helpful to consider your company’s aims, as well as your target audience when settling on a form of content to get cracking with.
Blogs are a great marketing tool for any business, meaning some companies might want to prioritise them over other types of content.
For instance, if you’re trying to create a more serious, professional image for your company, a copy-first approach might be your best option. Think opinion pieces, whitepapers and blogs. This forms of content can attract customers seeking answers, and gain their business by helping to provide a solution.
A video-first approach consisting of video essays or tutorials can help retain potential customers’ attention, while establishing a distinctive brand
Videos and other visual content tend to captivate a younger audience, which is certainly something to bear in mind when considering which kind of content best suits your brand (Forbes). Think video platforms such as YouTube, Snapchat and Instagram.
With podcasts and audiobooks on the up, audio-first can give real flavour to your company’s personality, which is especially important in the service industry, where a personal touch is just that little bit more important.
As podcast ads are highly targeted, you can be sure that your ads will reach the intended audience (Bm).
While podcasts are highly popular in general, this is particularly true among business professionals, with the rise in productivity and business-related podcasts. More than a third of SME owners listen to podcasts, so new clients and colleagues may well be tuning in (Forbes).
Knowing which kind of content to focus on can make or break your marketing strategy. Make sure you’re using your valuable time and energy efficiently by approaching content marketing the smart way.
Think about the message you’re trying to send to your customers and implement a consistent plan to engage them.
Want support with your content marketing strategy? Get in touch.