Content is king in today’s digital world. However, the change that is sweeping the content marketing domain is that content, as we know it, has evolved to take on new forms. As content marketing strategies gain traction globally, new tools are used for campaigns. Marketers are realizing that there are more ways to promote brands, other than just written content.
Modern-day content marketing has taken diverse new forms – be it blogs, infographics, podcasts, video content, whitepapers, or social content. In today’s competitive business environment, it is not enough to just create content – your content has to be useful to your audience in order to gain their interest and trust.
Choosing the right content for your digital marketing is both an art and science. After all, content that works for one brand may fail another. It’s critical to choose wisely and tactfully. Let’s look at some top-performing content types, and how your business – be it a startup or a big enterprise – can use each format to engage your leads, gain more subscribers, and boost sales.
Text-based content marketing
Blogging remains the most popular format in the written content domain. Also its not showing any signs of going away. Blog writing is a low-investment and high-return digital marketing strategy to drive people to your website, where they can convert or navigate your site.
As blogging becomes easy and accessible to all, this form has become an increasingly competitive space. Overcoming this roadblock is easy. Be smart about the topics you pick, write great content, and do due diligence when it comes to keyword research.
Blogs work best when they turn into thought leadership pieces. Rather than blogging about how your product works, write about topics related to your products or services. Add impact to your content by adding new and valuable information that goes beyond what other generic blogs offer.
Blogs are one of the best ways to improve SEO and drive traffic to your site from search engines. It’s a great way to make the most of your marketing budget. According to Forbes, websites that include a blog have 434% more indexed pages than those that don’t.
Video-based content marketing
It’s impossible to ignore the power of video content today. In an era of micro-content being promoted through platforms like Instagram’s Reels, TikTok and YouTube, it’s turning into one of the most attention grabbing form of content marketing.
Production of video content may be expensive and time taking. It’s fast gaining traction among consumers. Combining a video with written content is a match made in SEO heaven. Google’s algorithms often give a higher placement to content that comes with videos.
Videos are a fast and easy way to engage your audience. According to a HubSpot research, 54% audiences prefer watching videos of the brands they support, which is way more than any other content type. Videos are a multifaceted medium that allows you to create diverse content to engage your users and have them asking for more. Also, consumers today are viewing more video content than ever before.
Video is emerging as a great content marketing strategy for small businesses due to the high ROI it provides, as it boosts brand awareness and increases organic traffic from search engines.
Podcasts or audio-based content marketing
Podcasts are the next big thing in the content marketing domain. Premium quality podcasts are of great benefit to digital marketers. Even though they are still not considered a one-stop solution for your content requirements. With the right equipment, podcasts are easy to produce. And, if distributed through the right podcast networks, they are very accessible as well.
Podcasts are considered content that work best in the B2C space, but foresighted B2B marketers are jumping on the bandwagon as Google is now changing its algorithms to account for voice and podcast search as well. This will make podcasts the new SEO drivers, and could have them disrupt content marketing strategies in the near future.
Businesses can use podcasts to generate awareness about their brand, showcase their brand’s personality, and provide comprehensive information about the product as well as the industry at large.
Whitepaper content marketing
Whitepapers are a type of long-form content that can be super effective in attracting leads. It’s primarily a B2B content marketing type where surveys and documentation are used. Popular among corporate, whitepapers are heavily data-driven content.
Whitepapers usually come packed with data and information. They are an effective way for businesses to build thought leadership and gain peer respect in their industry. One of the biggest advantages of whitepapers for small businesses is that they can help collect information about new leads.
As per a 2019 Intercom report, 76% of buyers who were surveyed said they were willing to share personal information with a business in exchange for a whitepaper. This information can help enterprises gain better insight into their audience and also keep in touch with them even after they have downloaded the whitepaper.
Infographic content marketing
A good infographic can win a company huge attention in the form of shares and inbound links. Infographics can be fun and can add zing to your marketing strategy, as they’re a bright and visually appealing way to present statistics, product information, or processes. They’re also fast and easy to create and cost-effective, making them music for a marketer’s ears.
Visual format Data is always easier to understand. A good infographic should be simple, self-explanatory, impactful, and meaningful. The USP of this content type is that it breaks down and simplifies complicated information.
Besides being used as standalone content, infographics can also be used to add colour and break the monotony of written content, be it for blogging platforms or the social media.
Infographics are emerging as a handy tool for content marketers to educate their audience and provide useful information that adds value for leads and customers. It also helps readers better visualize data and get an understanding of why a product or service is valuable or how it works.
Social content marketing
Small businesses can easily harness the power of social media to reach their target audiences. Platforms like Facebook, Twitter, LinkedIn, and Instagram are helping organizations reach new audiences and build long lasting relationships with their customers. What you post on your social media handles plays an important role in engaging with new leads and existing customers.
Purchase decisions can be influenced by social media platforms. Be it like alerting consumers about sales or discovering new leads with information on the product of service.
Social media content marketing works differently from the other formats. It is all about getting people to view your content and respond directly to it. The engagement happens in real-time.
It can take time and effort to figure the type of social media that resonates with your customers. But social media platforms are a good place to repurpose and reuse the other types of content that you create.
Content marketing has become one of the most powerful digital marketing strategies for businesses, as it helps drive traffic to landing pages, spreads brand awareness, build relationships, brings in revenue and generates social shares. So choose the format that works best for your business and enjoy the spiralling returns.
Did you increase your content marketing budget this year? If yes, then as a marketer or founder, you’re headed the right way. Content is much more relevant in today’s new world, that’s comfortable with Working from Anywhere, where purchase decisions are sealed in virtual meetings, and influencing buyers has moved online in a big way.
THE TIME FOR CONTENT MARKETING IS NOW
While content has had its share of the spotlight in the past, it is during the pandemic that content marketing has gained prominence and shining bright as a preferred marketing tool. Content can capture the fencing sitting customers who had never signed up. It’s become the go-to tool to capture those fence-sitting customers who never signed up.
Share use cases and case studies that are data intensified for hitting the bullseye. One question that may crop up is that why would your TG read your content now and take action when in the past you had to schedule several meetings for getting the same prospect on your side with no conversion?
Well, marketing has been largely digitally-driven in the last year and decision-makers are warming up to new ways of doing business. So, it’s time to give more attention to content. A good read is always welcome in comparison to long and boring virtual calls.
HYBRID MODEL OF WORK
Work from Anywhere is here to stay. You could call it a 360-degree behavioral shift. We definitely spend less time commuting and probably enjoy greater control over our day’s agenda. This translates into more time spent in front of the screen, and more opportunities to savor good content. No wonder, OTT platforms are having a field year.
Reports have suggested that internet consumption has gone up during the pandemic which correlates to higher content consumption. This is both for entertainment as well as for matters related to one’s profession. Podcasts are a good medium to engage with your TG.
As Work from Anywhere becomes a norm, physical interactions with co-workers dip and stimulating water cooler conversations turn into a memory of the past, a new itch has surfaced – marketers are scouting for tools that will make businesses efficient and increase workforce productivity and communication. Research and knowledge-heavy content is emerging as this new, handy tool of choice.
Irrespective of the situation, thirst for knowledge and learning new things to stay ahead of the curve is important for professionals and organizations. There is a lot of emphasis on enrolling for that virtual class that one couldn’t manage earlier or reading the report that would land in your mailbox. Even organizations are coming up with plans to focus on virtual methods for knowledge enhancement and sharing for their employees.
ITS BUSINESS AS USUAL
The pandemic made one thing clear – businesses have to continue running, albeit with changes. If offline events were once a great source to create customer pipelines, the new, eyeball-catching alternatives are online platforms including webinars and virtual events. Content from such events fetches premium traction in the digital space. In today’s new normal, innovative content to influence buying decisions has created a space.
It’s Time You
Leveraged (we have decided to let this word RIP) Got Content Marketing to Work For Your Business.