All this gibberish about content marketing – what is everyone talking about? What do they mean when they say “content” – are they only talking about blog posts?
Well, maybe they are, but you shouldn’t be. Content is – or at least should be – much more than straightforward written posts. Here is a brief overview of the types of content you should include in your marketing efforts:
For B2B businesses, this is mandatory; your content marketing strategy must start here. And your blog should be focused on what is happening outside your walls; it’s fine to include the occasional company news, but the best corporate blogs focus on industry news and commentary. What’s happening in the space? What advice can you provide? What trends can you point out for your customers and prospects? The more you act like a news publisher, the more your target audience will see your blog as a go-to source of information. And becoming this font of information builds trust with that audience. And in a world of preference marketing, trust is the killer app.
This is the fastest-growing form of content marketing. Infographics are visual representations of information, data or knowledge. And those pictures are worth a thousand words. An infographic can depict a survey you’ve done. It can show off data you’ve collected from other sources. Or it can demonstrate a process. They’re great for sharing; always include an embed code so that other bloggers or marketers can use the graphic and link back to you.
Everybody loves video. And almost all of the video online is absolutely dreadful. So here’s a hint- the corporate videos you post to the web should not look like something you fell asleep to in fourth grade, and it shouldn’t look like a hostage tape. The organization that can create quality, broadcast-quality video online will win.
4. Case Studies
Particularly for B2B companies, case studies demonstrate expertise. Prospects come to your website looking for signs of success. The very simple format of problem-solution-result is effective and enables potential customers to understand how you might help them succeed. A well-done case study also allows the company that is the subject of this success to spread the word on your behalf; nothing is stronger than a third party testimonial.
5. Press releases
The old standby. Announcements of new products and services demonstrate business momentum. Interspersed with blog posts and case studies, they help to build trust with the audience.
6. White papers
White papers establish your thought leadership bona fides and connote industry authority. Plus, if they’re well done, they spark an industry conversation, with your organization at the middle of it; this elevates your position and makes it more likely that prospects will turn to you to discuss your products or services.
If you’ll look closely, you’ll notice that none of this is rocket science. Yes, creating infographics might be beyond your capabilities right now. And drafting a compelling white paper takes a significant commitment.
But, for the most part, content marketing is a matter of rinse-and-repeat. You need to get up each morning and do it again. But if you do it right, you’ll have a wide variety of topics and tactics that will keep it interesting for you … and for your audience.