When you hear the term content marketing, what do you think of? For some people, it brings up thoughts of pages and pages of text on a website, packed with keywords, and focused on getting the best engine rankings possible. That might work for some companies, but not for the successful ones. Content marketing is so much more than just the written word.
What else does content marketing entail?
Marketers typically use 12 forms of content on their website. Each one plays a part in attracting people to the website and keeping them interested in the business, the brand, and the products/services offered. Having a variety of content types on your website will make you more attractive to both visitors and search engine bots.
Here are seven examples of content you should start experimenting with:
- Images and Videos - Articles with images attract 94% more views online than articles without them, according to content+2013. People retain more information when they see and hear it rather than just reading it. This is great for companies who want to make a lasting impression on consumers. You want to catch the reader's eye, and rows and rows of black, boring text isn't going to cut it.
- Podcasts - Being able to hear a person's voice helps a consumer build trust. Podcasts can be educational and build trust and loyalty, all at the same time.
- Webinars - If you can educate your audience, you can gain trust and set your company up as an expert in the industry. That is very valuable to any marketing effort.
- Infographics - People like to have complex topics broken down into bite-size chunks. The visual presentation of a creative infographic is perfect for this.
- Games - Companies that can tie their business into a game have a leg up with certain potential customers. This type of content doesn't work for every business, though, so if it doesn't make sense for your business, don't use it.
- Newsletter - Many people like to get useful information. Delivering a newsletter by email is one way to build rapport with the leads your website generates.
- Mobile Apps - Mobile websites are no longer optional. They are a necessity for businesses. Being able to connect consumers' mobile devices directly to your company's website with an app is the next step forward.
How do I create quality content?
Now, before you start throwing everything and the kitchen sink on your website, you need to think about the value a piece of content brings. Answer these questions:
- Does this piece of content support your brand's values?
- Is the format of this piece of content appropriate for your website?
- Is there any entry point for this content piece in your website?
- Does this piece of content speak to your target audience?
- Does this content provide value?
By assessing every piece of content before posting and publishing it, you will ensure you only have high-quality, focused content that supports your brand and goals. If you provide interesting, educational and relevant content, you will be regarded as an authority and thought leader in your field. And that is the heart of today's content marketing.
Questions and Final Thoughts?
What is your business's content marketing strategy? Is there room for improvement?
The best way to find out what type of content relates to your customers is to first nail down your Buyer Personas. Don't know how? Download our free Buyer Persona eBook and learn how to establish your company's Buyer Personas.
