We live in an age where consumers skip television commercials, ignore magazine ads, and have become so proficient at “surfing” online that they’ve started processing online information without ever noticing advertising ads, rendering them irrelevant. Smart brands understand that traditional marketing is becoming less and less effective by the minute, and have discovered there is a better way. Content marketing. What exactly is content marketing?
“Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, blogs, etc.”
Content marketing is used to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
What approach works when creating your content strategy? As you start to contemplate your brand’s content strategy, ask yourself these questions:
1. What niche do I want to be known for? Example: Luxury Real Estate
2. What are my buyer’s interests? Example: Sustainable Building Materials
3. What kind of content do they consume? Example: Articles and Videos
4. How do you create interesting yet consistent content that will attract new customers and retain old ones? Example: Create a blog on your website showing them where to find local Green Realtors and what questions to ask (featuring both text and video). Publish weekly.
5. What business results do I want to achieve for all my hard work? Example: More clients and more sales.
6. How will I know if this stuff is working? Example: Periodically measuring how many new customers and how many new sales, I have made since executing my content strategy.
Marketing is impossible without great content. Regardless of what type of advertising tactics you use, content marketing should be part of your process. Quality content is part of all forms of marketing:
Social Media Marketing: Content marketing strategy comes before your social media strategy.
SEO: Search engines reward businesses that publish quality, consistent content.
PR: Successful PR strategies address issues readers care about, not their business.
Inbound marketing: Content is key to driving inbound traffic and leads.
Of course, content marketing doesn’t just mean blogging, videos, infographics and whitepapers. Innovative media professionals are creating new content distribution mediums all the time. Take for instance Green Drone’s aerial projection mapping campaigns. Not only is video mapping an immersive experience, when paired with audio support the impressions become everlasting. And that is the point of great content. You want your audience to connect, relate and search for more. Helping others find their way often rewards us with what direction we should travel ourselves.
Here are 11 different types of content marketing. All of them, when used correctly can help strengthen a brand’s connection with its respective markets and communities.
An infographic is a visual presentation of information or data. Information graphics or infographics are graphic visual representations of information, data or knowledge intended to present information quickly and clearly. Its name sums it up —info + graphic.
A meme is “an idea, behavior, or style that spreads from person to person within a culture”
How to do it
- Memes don’t require graphic design skills. Meme Generator is a site that allows you to add your own text to popular meme images.
- Memes often are not the best type of content to share on your blog, but they’re perfect for social media platforms. Twitter, Facebook, Reddit, and Tumblr (especially Tumblr) will help your meme to spread.
The variety within videos is staggering. I could write an entire separate blog on different types of videos. No matter what kind it is, a good video communicates a message in a concise and unforgettable way. Done right, a video can be extremely persuasive.
Guide content is thoroughly detailed and partially long winded content. Think of it as a larger-than-life online journal. It goes beyond the length, style, and approach of an ordinary blog post. And often it will serve as a source for readers to come back and reference.
5: Book reviews
A book review is a simple discussion of a book plus your interpretation of it. You endorse good ones, critique not-so-good ones, and share the value that you gather from them. Book reviews are great because they help to position you as a thought leader.
6: Product reviews
Much like a book review, the product review can help you establish yourself as an expert in your industry. Each industry has its distinctive arrangement of products, software, and services. When you engage manufacturers, key developers, or service providers, you gain recognition and respect. All you need to do is share your experience with the product and provide your endorsement.
An eBook or electronic book is a book-publication in digital form, consisting of text, images, or both, readable on computers and usually as a PDF. Ebooks are often a downloadable product, available for free in exchange for joining a mailing list. Producing an ebook helps to strengthen your authority within a field, and it makes for a powerful technique of sharing your knowledge with others.
8: Case Studies
A case study explains what your product or service is and how it helped a consumer. The case study basically says, “Here’s how we do it, why we do it and the results we get.”
A Podcast is a digital audio file made available on the Internet for downloading to a computer or portable media player, typically available as a series, subscribers receive new installments automatically. Many people listen to podcasts during their commute or exercise.
Every industry has its own thought leaders. When interviewing a leader, you often garner respect from your peers and others in the field, not to mention huge amounts of website traffic. Interviews are exclusive. No one else has this information only you and the person being interviewed.
11: Research Data & Metrics
Numbers and metrics hold a lot of value. Sharing your findings with others is a powerful way to build trust, drive traffic, and establish yourself as an expert. When you do the research, which is tough work, people respect that. And, people share it.
Planning your content marketing strategy is challenging, but it remains an effective method in delivering your company’s message. If you need help with choosing what type of content would work best for your brand, then don’t hesitate to contact us.