22nd May 2020 | Content Marketing
Why Your Content is About More Than Just Your Blog
While it’s true that blogging is an important element of content marketing – it’s not the only one. There are many types of content, from mailshots and testimonials to interviews and podcasts. With fresh, creative ways to tell your story, you can easily boost your content strategy.
In this article, we’re taking a look at 10 different types of content you can create as well as blogs.
There’s been a 70% increase in the amount of online audio content in the last few years, which is a huge leap. It’s largely down to the fact that audio content is a more convenient way to consume information, especially when you take our increasingly busy lives into account. With podcasts, you can reach your audience while they’re on the go, be it on their commute or when they’re getting on with household chores.
And, with distributors like SoundCloud and iTunes, it’s now easier than ever to inform, educate or entertain people.
Email marketing should be part of your content strategy for the simple fact that it helps create and develop relationships with customers. They can help you to generate leads, build trust and are useful to inform people of your latest news.
Don’t forget that newsletters bring people to your website – you can include links to any pages you want people to visit.
Measuring how the newsletter performs is just as important as the content you write. By checking out how many people open it and what they click on, you can understand the type of content they want to see more of. Platforms like Mailchimp have a section which is similar to Google Analytics that gives you all this information.
If it’s done well, your audience will get plenty value from it, since you can round-up your recent content, offer incentives, add links to your latest deals, and so much more.
A case study is the ideal format to highlight a success story. If your clients have used your products or services and loved them, tell that to the world. Case studies double as testimonials because they encourage potential clients to consider you as a business.
They also build confidence, help during the decision-making process, increase audience’s engagement and allow you to repurpose content.
Your case studies can be written as articles, published as videos or shared in audio format – it’s up to you. For inspiration, browse our case studies page and you’ll see some of the great work we’ve done for our clients.
Very much a popular format, videos are key on social media, And they’ve also become a fundamental part of digital content. You can use them to show product demos, showcase your company culture, inform your audience, tell stories about your brand, and lots more. There are endless possibilities when it comes to video.
And it doesn’t have to be a glossy, expensive, high-end production that takes weeks to put together. Depending on your brand, a short simple video message to your audience can generate huge engagement.
Online videos are expected to make up more than 82% of all internet traffic by 2022, so if you’re not already taking advantage of this digital marketing trend, now is the time to get involved.
Webinars – or web seminars – can be anything from video presentations and lectures to workshops. These online, interactive events will help you to share your knowledge and expertise with large audiences, no matter where they are in the world.
Webinars can help you to generate new content for your website, and they’re a great way to engage, educate and most importantly, get to know your audience. Webinars are helpful for developing as well, since you can have an unlimited number of participants.
They’re also a cost-effective way to promote your business, allow you to add more value to your brand and help to cast you as an expert in your field. Offer paid webinar events and they can become another source of revenue to your business.
This type of content is perfect for a variety of businesses, from SMEs to large companies. White papers are your opportunity to address an issue in detail and offer a solution to a problem – all with plenty of research to back it up.
If you sell domestic appliances, for example, a white paper can show your clients the benefits of purchasing a particular product. The same goes for watches; a white paper will have all the details and specifications of a watch, which can help people to make a purchasing decision.
There are many benefits to producing interview content. It can help you develop ideas for your content and can spark collaborative relationships between you and others in your industry. This type of content is fantastic as written blogs, podcasts and videos.
And if you’re the interviewer, you don’t even need to provide most of the content, just ask the question and the interviewee will provide the rest – is there any easier way to create valuable engaging content?
Another big advantage is that people who know your guests (or follow them on social media) can find you when you interview them. This means you’re potentially reaching a wider audience just by talking to people.
This is a visual way to educate your audience. By putting bite-sized information on a visually appealing image, you make this information fun to engage with and easy to understand. White space, bullet points and graphics are your friends when it comes to infographics. Infographics can be shared and create backlinks to your website – these are links from other websites to yours and are seen by Search Engine Results Pages, like Google, as a vote of confidence. If you have many good quality backlinks, you’re more likely to rank for relevant keywords.
Ebooks can easily turn into evergreen content and act as lead generation tools. They also help to establish you as an authority in your industry. A major advantage of digital books is that they’re hosted on several apps and platforms, making them convenient for your audience.
If you’ve ever come across the concept of ‘social proof’, you’ll know that it helps buyers feel more informed and confident about a purchase. For example, if you’re planning to buy a product, large or small, you probably check out reviews from existing purchasers. If visitors to your website find positive reviews and testimonials from happy customers, they’re much more likely to choose your products or services over a competitor.
Because they come directly from your clients, they are the social proof needed to convert more people to your business. Testimonials are like referrals and help to build trust, to show the benefits of your products and to build an emotional link to your products.
And, while getting testimonials is one thing, you must add them to your website so people can see them when they’re scrolling through the pages on your site. Pepper them throughout the site instead of having a dedicated testimonials page – most people don’t tend to look there.
These are just some examples of the different types of content you can add to your overall strategy to help your business reach a wider audience.