You probably already know that content marketing can do amazing things for your business. But do you know what types of content you should be focusing on?
Whether you’re just getting started with a content marketing strategy or you’re trying to refine an existing one, focus on the types of content that meet your needs both in terms of tactic and identity — i.e., content that helps you rank and reaches your core audience while also furthering brand integrity and relevance.
With that in mind, here are the ten types of content you should definitely be incorporating into your strategy.
1. Long-Form Blog Posts
Give your readers some credit when it comes to their attention span.
There are plenty of people out there who are eager to engage with long-form content. And it definitely doesn’t hurt that the search engines like it, too.
Longer content (think 2,000 words and up):
Don’t try to make all blog posts clock in at 2,000+ words, but do try to incorporate long-form content like how-to guides and in-depth analyses to take advantage of those benefits.
2. Short-Form Blog Posts
Short-form content is concise and to the point, which makes it great for things like getting that coveted featured snippet or racking in traffic for a commonly queried search phrase.
Unlike their long-form counterparts, short blog posts might not rack up a ton of high-quality engagement. But they’re excellent for driving traffic to your site and building brand awareness. Keep your focus on keywords, and don’t forget to include some links to stretch the utility of the post.
3. Email Campaigns
Not only do emails help you stretch the possibilities of each piece of content you create by giving you a wider platform for distribution, but they also help target your content to the correct audience members.
Use an email marketing automation tool to segment your contacts and send out content based on what’s most likely to drive conversions. Be sure to monitor your analytics, too, so that you can see what content varieties are performing best at various stages of the funnel.
4. Gated Whitepapers, Checklists, and Guides
It’s important that you create high-quality content that contains unique and helpful tips. This can come in the form of whitepapers, checklists, guides, etc. and we recommend gating them.
When you gate your content, you’re basically asking people to fill out a form and provide their information in exchange for this great piece of content.
Authoritative, well-researched content like this takes time to create, but it can pay off in terms of further establishing your brand’s authority within your industry and in its ability to generate high-quality leads. Stick to topics that are highly relevant to what you do, and make these assets as comprehensive as possible to help develop some valuable thought leadership cred.
5. Proprietary Research
Proprietary research — think reports and studies — is content that your audience can’t get anywhere else. And like whitepapers, checklists, and guides, it helps build up your brand’s authority and credibility in some pretty major ways.
You can conduct surveys with your audience members or hire a research team to look into gathering some stats regarding trends and activity within your industry. Use your findings to compile a report that expands on these statistics and make sure you promote it through various channels to give it the most longevity.
Want to stretch the benefits further? Consider gating your proprietary research so that it helps your lead generation efforts in addition to your content efforts.
6. Video Tutorials and Walkthroughs
Videos are a highly effective form of digital marketing, and they’re expected to account for 82% of all IP traffic by 2022.
To hold attention and give your audience something worth watching, stick to videos that serve a real purpose, such as tutorials and walkthroughs. Show off your service in action, or give an explainer on how to use your product. Make sure to get to the point quickly and to include captions for more accessibility.
7. Social Media
There’s no denying the importance of social media content, which is crucial for expanding your reach and tapping into the widest possible audience.
You don’t need to be on every platform (though more power to you if you can pull it off). However, you should be on the platforms your audience uses, and you should put together a social media calendar to maintain consistent engagement and build organic reach.
We love webinars for lead generation and building your subscriber list. Try partnering up with a relevant but non-competing brand to access each other’s audience and pull in more contacts. While you’re at it, book an expert who can lend insight to whatever topic you’re covering — and who can bring in their own audience as well.
9. Case Studies
Case studies show off what an expert you are in your field. They can also double as effective sales enablement tools.
Start by identifying your loyal customers that have seen some great return from your partnership. You want to make sure you can show specific metrics and results, as that kind of information is great at showing others the possibilities that come from using your services. Interview them and ask them specific questions regarding what their needs were, why they decided to use your brand or company, what the relationship is like and why they’ve been such a loyal customer.
To spruce them up, use graphics and formatting to brighten up the page and make it easy for people to pull out the most important info. Make sure you use these in your sales emails and drip campaigns, too.
A great infographic is informative and highly shareable, both of which are prime for getting eyes and links back to your site. Stick to topics that aren’t already overdone, such as infographics built off of your own original data.
To get the most use out of an infographic you create, write up a blog post around it and share widely on your own channels, including social media and email. It also doesn’t hurt to reach out to outside publications and sites to see if they’d be interested in publishing it as well. Just make sure you offer to write up a blurb that introduces it our pulls out some of the most compelling information.
Mix it up with your content, and try to incorporate all of the varieties above. If you’re creating high-quality pieces, those high-performance outcomes will follow.
Best Email Marketing Practices to Generate Leads
Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.
There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand.
In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!
To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.
This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!
Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.
By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most.
Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox.
- Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
- Keep the main message and call to action above the fold.
- Include a personalized touch by adding your name and having a sign-off; viewers love it.
- Have a clean and concise email – no one likes too much content at one time!
First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.
This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop.
Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.
Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.
This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).
Therefore, they can use this information to their advantage by making sure the most important details are included above this fold.
Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.
A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.
The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity!
My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.
It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.
By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!
To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:
- Active campaign
And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!
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