Content Strategy is a necessary element in the planning process for digital marketing success. Content is referred to as being king on any website, but in a world that’s become so “content-heavy”, it can be difficult to know where to find the information or topics you need. It can be difficult to know what kind of content is best for the goals of your company. Strategies are important. Without them, you would never know when to change tactics. Many people think that a strategy is for organizing a bunch of goals and your plans for meeting them. You may be surprised to learn that planning each marketing campaign and keeping on top of it with analytics is also a form of content strategy.
There are many different types of content on the internet. You’ve probably noticed that some get more attention than others. The first step to improving your content strategy is learning how to get the right type of content in front of the right people. Here we will be looking at the most effective web content, blogging, product content, and e-mail marketing strategies designed to help businesses succeed online.
Let’s take a look into 10 types of content you must include in your digital marketing strategy.
It’s been found that 95% of viewers retain a message when they watch an informative video rather than reading it in text.
In addition, 64% of users are more likely to purchase a product or service after watching an informative video that’s advertised online.
So it’s safe to say, video content is not going away any time soon and is one the most demanded types of content – just look at how popular YouTube and even TikTok have become in recent years!
Ultimately, videos are the easiest way for people to take in information, so regardless of your industry, videos should be included in your digital marketing strategy.
Moreover, videos that are short and sweet but include compelling information perform better in regards to increasing leads, sales, and website traffic.
Saying that, if you would like to convert more of your leads into sales, you will find the following video useful
It’s been reported that blogs account for 86% of content marketing strategies and for good reason too.
Because, businesses that use blogs with high-quality links perform better in search rankings – plus it’s inexpensive making it an excellent choice for those on a tighter budget.
Keep in mind, blogs need to be informative and provide valuable insights into your industry, therefore don’t just write about your new product or service, rather wider topics that are closely related.
By doing so, you’ll establish yourself as an industry expert and build trust with prospective customers.
In addition, write topics that will solve your target audience’s problems instead of writing generic posts that have already been done.
Podcasts are very easy to create – once you have the right equipment of course.
And, whilst they may not be a universal solution for your digital marketing needs, if distributed correctly they can have a huge reach.
Keep in mind though, a high-quality podcast will require time and planning – you want to know what you’re talking about.
At the same time, podcasts are a great way to communicate your brand’s personality and tap into niche markets.
Using infographics will prove to be a great asset to your digital marketing strategy.
To put it simply, infographics bring together various bits of information, using pictures, texts, and graphics, to give a clever idea of what’s being said.
Essentially, the majority of people use smartphones for the internet and infographics are popular because it makes posts easier to read, reflects important issues, brightens the message, and is easily accessible to all – not to mention you can add persuasive language to text and convey information easily.
With that in mind, the next time you write a blog, think about the key ideas you want to deliver to your audience and create a fun infographic to push the overall message.
5. Case Studies
For leads that need a final push, case studies are an effective way for them to learn more about your business from existing customers.
With all things said and done, potential customers want to make sure you’re able to solve their problems with quality and cases are a good way for them to understand better what experience they should expect.
For instance, if you’re in the service industry, you could show a previous client’s before and after results and what you did to achieve those results.
6. Social Media
Once you’ve been regularly publishing content on your own site for a while, start thinking about a social media strategy to distribute your content on social media.
In addition to sharing your content, you can also repurpose it into new formats and create original content specifically for each platform.
Posting on social media is pivotal to amplifying your brand’s reach and delivering your content to your customers where you know they spend their time. Popular social networks include:
When launching a business account on any of the social networks above, adjust your content to the platform.
On Instagram, for example, users want aesthetically pleasing visuals. With feeds, IGTV, Stories, you have a lot of room to play with. TikTok, on the other hand, appeals to a younger demographic that wants trendy, funny, and creative short-form videos.
Do some market research to discover which platforms your buyers are on, and mold your content to their expectations.
It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won’t be a hassle if you follow the steps and explore the resources here.
7. Testimonials and customer reviews
Testimonials and customer reviews are different form of content marketing that leverages social proof. They’re especially useful in helping your brand overcome potential objections from prospects and reducing their feeling of risk. Additionally, online reviews on third-party sites like Google, Angi, or Trustpilot also serve as a valuable off-page SEO signal.
When Google sees a large number of positive reviews associated with your brand, it indicates to them that your brand is trustworthy and your website should be ranked higher in search results than brands with fewer positive reviews.
Some simple ways to increase the number of reviews and testimonials you get include:
- Directly ask existing customers
- Create an automated follow-up request that is sent to customers after they purchase from you
- Incentivize customers with a discount or other reward for sharing their opinion
- Add a review/testimonials widget to your website home page and other key pages so that visitors can quickly leave feedback without ever leaving your site
Prominently display testimonials and reviews on your home page, as well as on any other relevant pages of your website. A power tip is to place testimonials and reviews where they would be most contextually relevant to what’s on a given page.
Webinars are a content marketing tool that can help you educate your prospects and customers to help them better understand a variety of subjects, such as how to best use your product, expert insights on a specific topic, how to overcome a particular problem, etc. Most webinars tend to be on the longer side (30+ minutes) since they contain a strong educational element.
Similar to podcasts, you can use your webinar to interview actual prospects, helping your webinars to perform double duty. Again, you’ll be able to generate unique content while building a relationship with a new lead.
Another key benefit of webinars is that they allow live interaction between the presenter and the viewers. Viewers can ask questions and the presenter can respond to them in real-time, which helps create a more personal connection than other, more static forms of content.
9. Interactive content
Interactive content like quizzes, assessments, checklists, apps, tools, or games can be used to engage with your target audience while also collecting valuable information. For example, mattress company Helix has an interactive “Sleep Quiz” designed to help potential buyers find the perfect mattress based on their sleep preferences. And, of course, to receive the results of the quiz, you need to supply your email address, which Helix can use to further market their products to you.
You can use similar types of interactive content to capture new leads, receive customer feedback, boost retention and engagement, or build an initial audience for further retargeting. And of course, you always have the option to simply entertain them.
One added benefit of interactive content is that it can attract a large number of inbound links. For example, HubSpot’s tool to build personas has attracted more than 15,000 backlinks from approximately 3,300 websites.
10. Marketing templates
Does your business rely on on-demand generation to build a lead pipeline? Then downloadable templates could be your trojan horse. These can be as simple as an email template or a blog post framework, or as complex as a tool to research and build out buyer personas like the one below.
Templates are one of the best types of content for marketing to B2B teams because they provide value for free. Then, after you collect a user’s contact information, you can leverage marketing automation tools to nurture them through email sequences.
To summarise, your digital marketing strategy should include different forms of content; the more diverse it is, the more traffic it will generate.
And, don’t worry if you haven’t used all of the above.
Simply create a content plan ahead of time and stick to it to avoid posting just for the sake of it.
Most of all, choose the types that align with your business the best, and don’t be afraid to experiment with new forms.