Content marketing is more than just blogs: What other types of content are out there?
To make sure you’re not missing out, we’ll go through each type explaining their pros, cons and showing you how to use them. Good luck!
Why bother with other types of content?
Don’t get us wrong, we love blogs! They’re awesome; they update SEO, educate visitors and are great for sharing. However, sometimes you might need something a little different.
Here are just a few reasons why you might look at using other types of content:
Blogs are primarily Top-of-Funnel content
Blogs are great for Top-of-Funnel (TOF) visitors, and generating traffic from Google, but as you work your way down the funnel their effectiveness wears off.
Your visitors there will be looking for more detail that’s focused on the product and targeted specifically at them. Other types of content, such as product pages, email campaigns and testimonials, achieve much better results with Bottom-of-Funnel (BOF) visitors.
You can’t commit to a blogging schedule
Most businesses would benefit from a regular blogging schedule, but many just can’t keep the pace.
This might be because they find it difficult to come up with different ideas each week, or they simply don’t have the resources to keep to a regular schedule. For some, blogging just isn’t the answer.
Companies in this position can turn to other methods, including social media, infographics and videos, to get their message out instead.
Your audience will get bored
If you only post blogs, your audience will get bored – especially if they don’t much care for reading. You need to mix it up and create a true multimedia experience for your users. Try different media, platforms and publishing times to change things up a bit and keep your audience engaged.
Types of online written content
Written content is our jam, so let’s take a closer look.
To help you out, we’ve ordered this list as if we were moving down the sales funnel. This way, you can really see where different types of content could be most effective.
Social media content
Social media is a great way to engage with followers and raise brand awareness.
We’d suggest creating social media content for three main channels:
Personalise content for the users of each channel, and keep it short and snappy. Try to spark conversation, and post interesting and engaging content.
Check out our Twitter feed for some inspiration – our ‘Content Marketing A-Z’ and ‘Monday Mess Ups’ are particularly popular!
This type of content is great for getting your name out there and establishing your brand as an industry authority.
If you publish relevant news content regularly, visitors will keep coming back to your site for more information. This is a great way to start developing a loyal client-base.
So, your social media pages and news content is attracting attention, but your landing pages are often the place people will come to once they’ve heard of your brand.
The aim of a landing page is to get your visitor to convert. This could be signing up for a newsletter, downloading a guide or even completing a purchase (though the latter usually requires more work).
Broad problem-based guides and white papers
At this stage in the sales funnel, your visitors are still testing the waters. A good guide or white paper that relates to the visitor’s problem is just the thing you need to nudge him or her down to the middle of the funnel.
Use audience personas to work out which content would benefit your audience most, and then create it.
Just remember, at this stage it needs to be informative and educational; it shouldn’t directly relate to your product at all!
Whether automated or specifically targeted, email campaigns are a very useful tool for marketers.
Think about where your sign-ups are in the sales funnel, and send them content that will persuade them to move down.
If they’ve shown interest in a specific area, send them content related to that. If not, send them a range of content covering topics that might pique their interest.
However, don’t overdo it – too many emails, and you’ll only push your audience away.
Now we’re at the consideration phase (pretty near the bottom of the funnel). Your content so far has caught their attention and informed them, now you just need to convince them that your product is the right option.
Do this by creating a killer product page! It needs to be factual, but benefit-led, demonstrating examples of how the product can be used in everyday life.
These can be included in your product page, email campaign or elsewhere on your website.
Testimonials act as ‘social proof’ of your product’s worth. These are what will convince your visitor to convert to a paying customer, so work hard to build up your bank of testimonials for every product.
Don’t fake them – that’s very bad practice and if found out, your reputation will be ruined.
How-to guides and online instruction manuals
You may think that after purchase, there’s nothing else you need to do. You would be wrong.
Your aim should be to re-engage your customer, and encourage them to repurchase at the next available opportunity. To do this, create a bank of content specifically for existing customers.
How-to guides and instruction manuals are great for this as they help the customer use the product and support their journey. If the customer has any questions on the product, these documents should answer them.
Types of visual content
We’re the first to admit that visual content is not our area of expertise. However, it can help create a well-rounded multimedia experience for your customer so we thought we should include it in this list.
Most of these items are TOF, so we’ll give you a quick run-down.
- Social media images: For all channels (including Instagram, Pinterest and SnapChat if you use them). Images will attract attention and are almost guaranteed to get you a higher rate of social interaction.
- Infographics: Informative and helpful images, great for companies who want to deliver a lot of information quickly. Could be sent out in an email, on social media, or housed on your website.
- Webinars/podcasts: Though not always visual, these are a great way to establish your authority and answer any questions from the public.
- Games: Gamification is hot right now. If you can add a gaming element to your site, you’re bound to retain more visitors.
- Videos: TOF videos are great for attracting attention and engaging visitors. You can also use them further down the funnel as product demos, testimonials and to persuade visitors to convert.
The most effective content strategies out there seek to combine all these types of content to create a top-notch customer experience. Think about where these new elements could slot into your strategy, and start making changes today!