Give Your Audience Content to Keep Them Coming Back for More
In the business world, having a great product or service and a good advertising campaign around it have long been the winning formula for attracting customers and creating revenue. However, now that so much of what we do takes place on the Internet — from entertainment and education to socializing and shopping — brands have had to learn new ways to connect with customers and build relationships, not just through the quality and usefulness of what they offer but also in the content they provide on their websites and social media.
This is why there’s a whole subset of marketing called digital content marketing which is a strategy that involves the creation and sharing of relevant online material, such as videos, blogs, podcasts, and social media posts, that creates more value in order to better attract, engage, and retain customers.
While also helping to establish expertise, promote brand awareness, and encourage engagement, the ultimate aim of most marketing content is to spark interest in a company’s products or services, whether directly or indirectly. For instance, you can create a social media post that directly highlights the features and benefits of your new product or service. You can also publish an ongoing blog/vlog that gives insight into a certain category or industry, which adds more credibility to your business and can lead to greater customer loyalty.
Digital Content Delivery Methods
Whether on your social media, your company website, through email or another channel, there are several different methods available to deliver your online content, including:
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- Video
- Blog/article
- Social post
- Web page
- Guide
- E-Newsletter
- Case study
- Checklist
- Infographic
- White paper
The method you should choose depends on the type of content you’re making as well as your intended goals. Your audience’s preferences and behavior also come into play, e.g. older audiences may prefer reading while younger ones would likely be more drawn to videos or infographics. At the same time, videos are usually shared more often than other types of social media posts, which make them great for engagement and brand awareness. It’s important to research our audience to know which methods and content will resonate with them most effectively.
Some content like white papers, guides, and infographics can be used as lead magnets, which are documents, typically in PDF form, that provide useful insight in exchange for potential customers’ contact email, phone, and other contact information.
The subject of your content should be relevant to your audience’s interests, inspiring them to interact with your brand or others to discuss your brand. It’s important to hook your audience quickly and lean toward short and sweet rather than overly long or pedantic. A conversational tone is usually best, though your subject matter may dictate a more serious or urgent tone at times.
9 Types of Digital Marketing Content
If you’re looking to build a more robust content marketing strategy, it helps to know what your choices are and incorporate different options to keep your content diverse and fresh. Here are nine of the most effective types of content to consider when developing future content marketing strategies:
1. Information & Advice
The more “free stuff” and value you can give consumers, the more likely they’ll keep coming to you. A powerful way to do this is by publishing regular blogs, vlogs, or social media posts featuring expert advice and insight on a specific category or industry. Be it evergreen or topical, this informative content can make you an authority in your space and therefore a trusted source to purchase from.
2. How-To’s & Tutorials
Along the same lines, people love doing things themselves, and they often turn to the Internet to learn how. Through tips, steps, videos, infographics, and more, you can show and tell your audience how to do something correctly, more effectively, or more efficiently, making your brand one they can count on to better their everyday lives.
3. Product Launches, Demonstrations, & Comparisons
Straightforward marketing about your product is still an essential part of content marketing, whether you’re announcing and showcasing a new product to your audience, demonstrating it, or comparing it favorably to similar offerings by competitors. Keep customers up to date on your latest products or services and how they can make their lives easier.
4. Customer Testimonials
Earning consumers’ trust is crucial to earning their business, but people tend to trust other people’s opinions on your brand first, rather than what you say about it. That’s why customer testimonials are so powerful. In your social posts, videos, and on your website, testimonials from real existing customers touting your brand and what it’s done for them can go a long way in earning potential customers’ trust and patronage.
5. Live Event Coverage
Whether it’s a trade show, store opening, concert, game, or other live event, sharing live videos that are relevant to your brand is a great way to engage your audience and stay topical and fresh. From sneak peaks to behind-the-scenes, live videos help you build anticipation and excitement around your brand.
6. Questions, Polls, & Other Interactive Means
Make your audience part of the content by getting their direct input through polls, comments, and other types of interactive feedback. Discuss your product or take on a relevant topic in your industry, inviting customers into the conversation so they can share their thoughts with your brand and other consumers.
7. Interviews
In an article, video, or post, ask stakeholders relevant, topical questions that your audience would be interested in hearing about. Pick the brain of a CEO, thought leader, influencer, employee, or customer to offer insight into them, your product, or industry.
8. Company Initiatives & Milestones
Your brand is more than a business; it’s made up of real people with their own ideas, wants, and needs. Consumers want to know their brands are run by real people who represent them and their values, which makes it important to humanize your brand when you can. Make content that speaks to your company’s initiatives in the community, celebrates milestones, and highlights its mission and vision.
9. Original Research
While more time- and resource-consuming than other options on this list, compiling and sharing original research is a powerful way to stand out among competitors. Draw from a number of sources, including surveys, feedback, and in-depth analysis of a topic, to create reports, infographics, or other research content that your audience will find valuable.
These are nine of the most popular and effective types of digital marketing content to incorporate into your own marketing strategies. At M:7 Agency, we’re experts at crafting content that increases traffic, engagement, and ultimately revenue. If you need help developing your content marketing strategy or us to create engaging content for you, reach out to us today!