Sticking to one channel when you produce content isn’t the ideal decision. After all, you can’t be confident that every prospect you are targeting will be on that channel. You should be meeting them where they are. While that isn’t to say that you need to be always everywhere, branching out with a variety of content formats will help you to better achieve your overarching business goals. Let’s consider some of the ways that you can engage with your audience.
Did you know that there are over 600 million blogs on the internet? Blogging predates social media, and it remains a very accessible and effective form of content. Many brands even use blogging as the core of their content marketing strategy. You can attract quality traffic to your site by making your blog posts detailed and keyword-optimized. Include internal links and a call-to-action, as well, so that readers can navigate your offerings better. An ideal option for lead nurturing, authoritative blog content keeps visitors on your site.
Any business that utilizes data can construct an eye-catching infographic. However, you aren’t limited to just displaying research findings. You can also share events, timelines, and maps through an infographic. They are perfect for packing a lot of information into a relatively small amount of space. And because they are visual content, they are highly shareable and have a lot of viral potential. To not overwhelm consumers, make your design simple and break up the information in a digestible way.
Sometimes you may have so much information that it can’t all fit comfortably in one technical piece. This may mean you structure it into a series, or else you build an e-book. E-books are long-form content that is typically packaged as downloadable PDFs. Note that long-form content has proved itself to be valuable to a variety of business types because they have a better opportunity to share their industry knowledge. Oftentimes, businesses exchange e-books (or white papers) for free when you sign up for their newsletter. So, while you are building your authority, you are also building your mailing list.
Email marketing has an impressive return on investment, which is why it is used so heavily by both B2B and B2C organizations. Good emails focus on readability. They use concise language with meaningful headlines to reel people in with content that will be relevant to them. When you create a newsletter, you can bring forth new and old content alike by linking back to it. By segmenting your audience, you can better nurture your email campaigns as you give them exactly what they need.
One of the best things about video content is that they draw emotion out of the viewer. Perhaps you have watched a commercial that made you tear up or laugh out loud. Emotions are a powerful tool that every business should work with. When we engage with a piece of content on an emotional level, we are more easily persuaded to carry out the requested action. Taking video marketing seriously has become a necessity considering it targets every age group on every device. Put your creations on YouTube to get more engagement and boost your SEO.
Today, being active on social media is a must. There are billions of daily active users across social media platforms, so members of your audience can likely be found on at least one. You need to figure out which of those channels they are primarily on. Once you have determined that, you can make your presence known in an honest, approachable way. For your channels to perform well, you need to not solely make your profiles promotional. You also have content marketing goals in place, such as driving traffic to your cornerstone web pages.
Interactive content is a fun way to engage with your prospective and current customers. When you use quizzes in the right way, they can be extremely effective. As the most engaging content type, they reveal to you what the interests and needs are of your audience. To accomplish getting this data, you first need to decide what the point of the quiz is and make sure that it’s something participants will be curious about. In the end, you can have them supply their email to get their results and ask if they’d want to opt-in for your newsletter.
The pandemic brought about the rise of webinars. It became an easy way to host educational events that everyone would be able to attend from the comfort of their homes. Webinars offer tremendous value because, with the help of interesting subjects and panelists, they can keep attendees engaged for an extended period. Most webinars last for longer than 30 minutes, with many reaching the hour mark. Because attendees are those that are already intrigued by the topic and in the later stages of the marketing funnel, a webinar is exceptionally capable of driving conversions.
While webinars are better suited for those that have the time to sit down and watch, podcasts are the perfect format for on-the-go consumption. Many people enjoy listening to them in the car, in place of music. As an increasingly powerful form of content marketing, podcasts offer high-value information at your convenience. To make a successful podcast, build off topics that you are well-versed in. Share stories that you haven’t elsewhere to build a relationship with your lead. If you publish the transcript, you also receive added SEO value.
Google makes it simple for us to find step-by-step instructions. By inputting a search that starts with “how-to,” you receive hundreds of thousands of sites that want to help guide you through your problem. If you are producing a how-to guide, you want to be at the top of that list. The content could come in the form of blog posts, infographics, or videos. Whichever route you choose, the goal is to be precise in your explanation. Where applicable, how-to guides benefit from the inclusion of diagrams or screenshots, so consumers don’t rely on just text.