More Than Words: Types of Content that Get Results

     

Published: May 15, 2017

Blogging is the most important component of your content marketing strategy. Your blog is where people will go to find information, and where search engines like Google will go to see who you are and what you do. On the other hand, an established, well-running blog is only the beginning of your content journey. Here’s a look at other types of content that will get results.

Video
By 2020, more than 80 percent of all consumer internet traffic will consist of visits to videos. Already more than 100 million hours of video are being watched on Facebook every day. People like to watch videos and they pay attention to them. Video content allows you more opportunities to make an emotional connection with your audience and plenty of opportunities to boost your SEO. 

So, why isn’t all content video content? First, videos can be expensive to make--especially when compared to written content. Second, in many B2B contexts where consumers are gathering information at work, a noisy video isn’t always a good fit for the office. 

Webinar
A webinar is a live, video-based conference that connects people via the internet. A host will do most of the speaking, and the screen is often switching between the speaker, demonstrations, slideshows, and other guests. 

Webinars are perfect for educational presentations and interactive events. If you want to showcase how to implement your products and services or host a Q&A session with current and potential customers, a webinar is the way to go. Plus, once it is complete, your webinar can be rewatched by anyone who couldn’t make the initial meeting.

Infographics
There are not many people in the world who enjoy reading through a long list of printed statistics and other data. On the other hand, that data is probably important to the viewer and absorbing the information could be critical to whether they become a customer of yours or not.

Enter the infographic: a visual representation of information and data. By turning boring statistics into interesting graphics, people will be more engaged and far more likely to share the information with others. The key to getting these right is to make sure they are visually appealing, and that usually means using a professional designer to get it done right.

Ebooks
If you are looking for a way to establish yourself or your company as the authority on a topic, an ebook is an excellent way to make that happen. Ebooks are also considered premium content or something that consumers will trade their contact information to get, provided they trust you and they are interested in the topic.

When creating an ebook, remember that it needs to resemble a book! That means at least 10,000 words (about 20 single-spaced, typed pages), and that design is important--people still want to see great layouts, graphics, and a little color from time to time.

Emailed Content
From newsletters to product information, emailed content plays a major role in your content marketing machine. When the rest of your online content has done a good job, then somewhere along the line a consumer will give you their contact information. Whether you choose to send out individual messages or use an automated drip campaign, email can be one of the best ways to nurture leads until they are ready to buy.

When considering email, however, keep in mind that your consumer’s email address should be treated like the gold that it is. People will not hesitate for a single moment to hit “unsubscribe” or even report your messages as spam if they are annoying, off-target, or too frequent.

Offline Content
Don’t forget about life outside the web. From brochures and product information to printed whitepapers and other collateral packages, everything in your office that’s on display and everything in your briefcase that’s taken to clients is considered content, too, so make sure it is all aligned with your primary goals. 

Remember Your Strategy
With so many content options available, it can be easy to get carried away on a creativity binge and try out a bunch of different things to see how they work. If you want to get the best results, however, make sure you begin each content project by checking your goals and touching base with your buyer personas. That way, you’ll be sure that your content is working hard for you and that your audience will be drawn in by the possibilities.

Categories: Content Marketing
Tags: Content Marketing
Content marketing builds trust while helping your customers make informed decisions. The result? More leads.

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