April 9, 2021 - Anna Hughes
Content marketing is one of the most cost-effective marketing techniques (apart from email marketing) that is why brands are putting more emphasis on the quality of content that they publish. The only challenge? Is figuring out the content types that can deliver real results for your business.
Before deciding on the type of content to use, below are some useful tips to keep your content fresh and relatable:
And now, let us have a look at the most engaging content types you can write today.
Introduce your brand, brag about it! Let your audience know how it can help them with their daily business needs. If your brand has a blog, use it. This will help generate traffic to your blog. One of the best ways to get your blog or site seen is to share it on your own social media platforms.
The main purpose of this type of content is to showcase the products and services your brand offers. The content should provide information that will teach the audience what these products and services do and why they’re beneficial.
This is an educational content where interested audiences can view a step-by-step guide on how to do something. A good how-to article contains a list of steps expounding on each phase of the process until completion.
When you need to learn something, the first thing that almost everyone does nowadays is to Google a how-to. How to cook lasagna, how to start a Youtube channel, etc. For content providers, these how-to search queries provide the most important marketing opportunities. Because of the problem-solution nature of how-to content, it provides a wide range of conversion opportunities where you can offer your products or services as a solution without ruining or interrupting your site users’ reading or browsing.
Video testimonials from happy customers are some of the best marketing resources you have. Making sure you capture their experiences as it creates a powerful tool that’s practically effortless to use.
Videos can easily grab attention, are engaging and easily shareable in the current online world that is why video marketing is one of the most efficient marketing formats today.
Why is it effective? Video reviews convert, it creates a deeper and more emotional appeal for your brand and it provides the opportunity for regular customers to be brand advocates. Who better to sell to your future customers than your current satisfied ones, right?
There are two types of seasonal content: season and month-by-month. The good thing with seasonal content is that you will never run out of topics to cover. Christmas alone will give you hundreds of topics to talk about! The challenge here is making these interesting topics apply to your industry.
Seasonal content requires months of planning (this is where your content visual calendar plays a big role!) – you can start with the national holidays, followed by the smaller holidays, then add some industry-specific occasions as well. Pretty soon you will have a filled up calendar that is good for the entire year!
Collaborating with other brands or individuals is always a great idea as it increases your reach to a group of users who may not yet be aware of your brand.
The most common and arguably the most overused content type, with good reason! People love to read lists rather than long paragraphs mainly because lists are easier to digest. Listicles work because they break the information into small, manageable chunks and then elaborates on each one.
So what makes a good listicle? Of course, topic should be fresh and interesting, something that your target audience would be interested in learning more. Notice how this article is actually a listicle itself? Instead of naming it “8 Different Types of Content,” I made the article click-worthy by making sure that it is focused not just on the different types of content, but on the different types of engaging content. Big difference.
Since customers are now spending more and more time researching their choices for products they are looking for online, consumer buying journeys have become more complicated than ever.
When you create a product comparison content, it will help you and your brand become a part of those increasingly complex buying journeys.
A product comparison content may be for a physical product, a software or an application, or even services rendered.
So how does it work? Try searching your brand’s name in Google followed by the word “vs.” Google will then automatically suggest competitors that often appear next to your brand’s name. From there, you can now create content to target those search queries. Make sure to provide accurate information for all comparable products or services and not sound too biased!
A great strategy for this type of content is the use of a comparison table. Instead of forcing readers to remember the information, take notes, flip between tabs, or open multiple browser windows, a side by side comparison will make their decision a lot easier.
Case studies are mainly stories about how your real customers have benefited or found solutions to their issues by simply using your brand’s services or the products you offer. Like typical stories, this content must have a leading character (your customer) who achieved their goals or overcame their problems by using your product or service.
Having a great variety of content in your marketing strategy is a great way for your audience to stay interested and be excited about your posts. Don’t be afraid to diversify and explore – different groups of customers require different writing styles so it is important to have some variety to reach new target markets and keep your previous customers coming back for more.
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