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.
In today’s business environment, organizations invest heavily in content marketing for their brands. Why? Because Content Marketing is effective and can provide resounding business results. As one of the most effective ways to engage your audience, develop your brand presence, and drive sales, content marketing is a critical growth strategy for most businesses.
Today, most non-internet professionals understand the importance of content marketing. It is key to a brand’s success because it establishes trust for their product and presents in a logical way how it will help a business. If you are a business seeking to boost your online brand this year, make sure to adopt the following strategies to drive more traffic to your site-
1. Tell A Story
A compelling story can make a very powerful marketing tool. Focus on the story you want to tell. Every successful business has a story. In the event that you don’t come up with any content ideas, understand who your audience is. What industries and companies do they work for? Explore the impact these industries have on the world as a source of innovation and inspiration. Or, go to the employers themselves. Your product/service addresses a pain point, so, you can create a story about how it will impact their lives. The narrative has to include enough information to send your reader to the most interesting sections.
Additionally, a high-quality call to action can be your most potent persuasion tool.
2. Ensure Your Website Is Top-Notch
Your website must act as the centrepiece of all your content marketing initiatives. Email newsletters should link to your website for convenience. Blog posts on the social media should redirect traffic to your website. Publications and documents you share at tradeshows and conferences should include your website’s URLs. When people search for your products and services, you want your website to be the number one result.
People will go to your B2B website to learn more about your products and services because you have complete control over it. Make sure your website is optimised with keywords to boost your SEO results. It’s also important to continuously update your website.
3. Do Lots Of Different Things In Different Places
Ensure to provide an appropriate mix of multi-layered content. In order to reach your audience, it is best to use both text-based and visual material in your content. To ensure a well-rounded campaign, we need text, image and video content. Usually, the text element is the part that organisations struggle with the least. It is typically the only one of the three marketing groups that companies have experience with. The other two groups are just as important, if not more. Videos are probably the most influential force in the digital world as they offer higher engagement levels than text. Using photos to share information can include screenshots of related data, infographics and data sources. Remember to spread your content out across formats and platforms.
4. Provide A Kickass User Experience
Any potential B2B customer will rely on the product they purchase to help save money and increase profitability. A well-designed User Experience will ensure that the site accomplishes this through high-quality productivity. There are statistics that show a correlation between productivity and things such as satisfaction and ease of use. UX design can greatly improve productivity. A solid user experience in a business tool will support the needs of the consumer instead of hampering it. The customer is able to focus on core tasks without having to deal with the more messy and poorly designed aspects of the product. This is a direct benefit to the customer, and will boost their bottom line.
5. Ensure Your Content Is SEO Optimized
If done right, your content helps to build your buyer’s confidence and trust in your business. For B2B, your buyers want to know that their vendors are reliable, trustworthy, and know the products they sell. SEO helps increase the value of the content assets you have created, as well as increase the overall value of new content. Without creating content and using SEO, you will be lost in the crowd. Market share has a great influence on your company’s success. By using SEO practices you could be actively marketing to tens of thousands of additional web users monthly. If you can convert visitors into leads, it will increase your monthly lead tally. That’s how SEO impacts businesses. Its effect is significant and increases in value every day.
6. Make Maximum Use Of Social Media
According to Hubspot research, 92% of marketers said their social media efforts generated increased exposure for their companies. Social media is definitely among the better tools to increase visibility and traffic, develop customer loyalty, gain leads and marketplace intelligence, and improve sales. Big businesses have a higher price point and a longer sales cycle than smaller ones. B2B customers need to be sold on the idea of purchasing a product or service far more than B2C customers. So these customers rely on websites, blogs, and social media to access information about the product they’re considering purchasing. This means, B2B sales need encouragement, nurturing, and support. Social media comes handy at this point. It is one of the best tools to build brand awareness, promote your products and promote links to your page. For your content to be shared, make sure you use social media to your advantage.
B2B content marketing has a variety of challenges, including promotion and creation. Fortunately, to make the process smooth, these are a few things you can do. Ensure that your content tells compelling stories and doesn’t just bombard your audience with self-promotion. Recognize the significance of the user experience and the potential for brand loyalty that content can add to your marketing efforts. Optimize your content via SEO. With all of this, there is a good chance that you will be able to connect the dots of B2B content marketing and create something that is truly impactful.
Today SaaS is the darling for both investors and users. However, like any industry, there are too many SaaS players vying for business
SaaS companies thrive and survive on lead generation, which unsurprisingly, also happens to be their biggest challenge.
The one sure-shot success strategy that SaaS companies can adopt to bring customers on-board is build brand awareness. It’s easier said than done, of course.
Despite the COVID-19 pandemic causing havoc across the world and hurting all businesses, one industry that is expected to be resilient in the face of this storm is SaaS.
Marketing is the engine that drives your SaaS business into the next phase of expansion. It’s the most important thread that ties all the functions of your business together and leads it to success.
SaaS products with its greater flexibility, control over cost and ease of use finds its place in the technology.