With the rise of the internet, the way businesses are being run are vastly different than a decade ago. More specifically, the way sales and marketing are done, and how the two sectors intertwine with one another. Long gone are the days where new business was found purely through cold calling. Nowadays, it’s a combined effort of marketing + sales to create a public profile profile for the company. And this is where content marketing comes into place.
According to the official definition, content marketing is defined as a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. So, what exactly can you do with content marketing?
Well, as the definition said, its main point is to stimulate interest in its products and services. Depending on what industry your company is in, your job is to present yourself as an expert in that same field. And, what better way to do that than through an interesting & well thought out blog/video/infographic? So, let’s go through some of the most popular forms of content.
Blogs are a great tool for sharing important bits of information and being able to focus on certain topics at certain points in your marketing campaign. This is probably the most popular type of content because it is also the easiest one to create. A great feature blog posts have is that you can easily create customer stories or testimonials to showcase the great work you’ve done for your clients.
Videos are one of the most prominent forms of creation in content marketing for two main reasons. Firstly, because as humans we’re wired to pay more attention to visual things (paying more attention to an animation instead of text), which is why videos have amongst the highest audience retention rates out of all content forms. Secondly, videos let you create bite-sized visual representations of certain topics. Never underestimate the power of a short 2-minute video to showcase your story in the best way possible.
eBooks have the added benefit that you can talk about a variety of different topics and in much greater detail than with blogs. And you can be sure that the person reading your eBook is more interested in the topic than your average blog reader. This is because people go out of their way and sign up to access to eBooks, which make them a great content format.
Infographics have similar features with videos, in a sense that they’re both very visual-based and give you bite-sized information. However, with infographics you can download, access and show them to anyone at any time. Not to say you can’t do this with videos as well, but being images, infographics are far more accessible. It is also a great way to present a theme that might be take too long to showcase in a video. A good infographic can go a long way in explaining something that might be complex.
All in all, there are many different types of content that you can create for your marketing and sales needs. Each one of them has its own unique characteristics, so there isn’t a “right” type of content to create. Utilise all the different types, be creative, and see which topics fit which content the best.