But it’s also powerfully effective when done correctly. Why? Because your audience is actively hunting for valuable, entertaining and informative content every hour of every day.
Look at what you’re doing right now! Look around at everyone on their phones.
Searching for content is ingrained into our lives.
So, what types of content do you need for content marketing?
What content does your brand need to create to be successful?
How content marketing works
First things first: how does content marketing work?
Here’s the truth – it doesn’t work alone. For content marketing to have an impact and earn results, it needs to work as a strategic collection content.
Because for every purchase, people go through a customer journey – from stranger to advocate.
This means that they need to experience and interact with your brand several times over 8 content stages if you want them to notice, truly care about and love your brand.
Do you give them this opportunity?
If you’re creating one social media post or one blog and hoping that will cut it – I’ve got news for you. It’s not that easy!
The truth about content marketing is that it doesn’t work alone. One post isn’t going to cut it.
If you truly want content marketing to promote your brand to the right people and engage them to the point they convert, you need a range of content pieces spread across multiple channels, all held together by a content marketing strategy.
If you want to be successful, you need a range of content pieces spread across multiple channels all held together by a content marketing strategy.
Gosh – content marketing sounds like a lot of work!
Because it is!
It takes time, resources, planning and strategy.
But then again, that’s business – right?
It’s no easier than using paid advertising, event marketing or phone sales. It takes work if you want results. If it were simple, everyone would do it and get amazing results. However, they don’t!
Why? Because they’re not creating multiple types of content to serve as multiple touchpoints that welcome and influence people.
Content marketing works when you create multiple types of content to serve as multiple touch-points that welcome, influence and convert people.
What types of content do you need for your content marketing strategy?
Below are my suggestions around the pieces of content you need to create.
And always remember: every piece needs to be quality content.
Blogs are an integral part of content marketing because they work. When written well, blog articles attract attention, can be shared easily, allow you to offer value, gain a following and ensure you’re found by search engines.
Content marketing blogs are great because they allow your readers to get to know your brand and learn more about solutions they care about – making you a key opinion leader in your industry.
Blogs work effectively when you write them consistently and frequently, with high-quality information that will drive traffic to your website and increase your brand’s relevance.
2. Long-form content
Longer form content pieces are like extended blogs, eBooks and whitepapers.
They help your brand build a strong reputation for thought leadership, and can lead to followers and subscribers. Longform content also strengthens your credibility in a certain area.
Long-form content works because it offers a lot of value all in one place. These long-form pieces are “the go-to place” for people to find answers because you offer everything they need. Just make sure you break them up into chapters so people can access the content easier than just one massive wall of text!
3. Case studies
Today, everyone wants social proof of what you do – they won’t just take your word for it.
Client case studies are a written account of a scenario where you helped a person or business through a challenge using your services and expertise. Case study content works really well because it demonstrates a real example of your work and how you helped them overcome a challenge.
A case study also provides evidence of your work and helps a new client or customer relate to how you will be able to help them too.
FAQ content is absolutely golden.
People today tend to search using questions – especially now that voice search is growing in popularity. This means that if you want to be the brand answering them and earning their attention, you need to have FAQ pages with quality answers.
Think of an FAQ page as a customer service team that’s available 24/7 – so long as people can find what they’re looking for, an FAQ is a very powerful piece of content.
5. Visual bites
People today like quick “shots” of content on the move – so give it to them!
Create little visual snippets of information, ideas, quotes and insights to grab their attention and keep you top of mind. They’re a great way of reminding your audience that you always provide value and you’re a brand that’s worth following.
Checklist content is another strong performing content marketing type because it offers an interactive way to engage people.
Audio content is becoming extremely popular because everyone is time-poor and always has a smart device with them. By creating engaging podcasts, your audience can be exposed to your branding while they’re on the move, listening while on public transport, driving, shopping and more.
The convenience plus the value you provide will certainly gain you their favour and earn their attention.
Video content should come as no surprise – people love video!
So, don’t forget to create compelling scripts and strong visuals to get attention and tell great stories. Through video content, you can communicate a lot in a very short time – so it’s definitely worth adding it to your content marketing mix.
9. Interactive Content
Interactive content is more advanced and complicated to create – but worth the effort. Interactive content means that you provide a quiz that asks people to select options so they can get shown a personalised result.
Interactive content is so powerful because it allows people to choose their own adventure to find their own answers, rather than just get given them like static content does.
People love to champion their own journey, which is why interactive content works so well.
Of course, this list is far from exhaustive!
But as you can see, each of these pieces each serves a different purpose and makes up a different part of your content marketing approach.
This of them all as pieces of your brand’s jigsaw.
Having a strong library of all of these types of content will really help you spread across multiple channels and catch attention in the most effective way.
Having a collection of all of these pieces of content is a winning strategy.
What about social media?
Before anyone asks – social media is an amplification channel.
That means social media is used to distribute content and help it reach the right audiences, as opposed to an actual piece of marketing content. But all social media channels should definitely be part of your content marketing strategy.
What content should you start with?
Another great question.
Sure, I’ve told you that you need a large array of content pieces to get traction and have an impact, but you have to start somewhere.
My suggestion is to start small and work your way up. That begins with a content marketing strategy to provide direction, and then pick a few pieces of content to begin with.
Have a read of my blog, the 5 ways how to do content marketing for some tips on how to get started.
Of course, don’t forget to contact Melotti Media if you need copywriting and content strategy assistance.
Having a copywriter who knows content strategy will really help you get your content marketing working for you faster and more effectively.
How Can Melotti Media Help You?
To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.
Perhaps you’re time poor and spread thin, or writing may not be your expertise.
So, let us take care of your message marketing, copywriting and content marketing needs!
For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at email@example.com.
Our Message Marketing services can sharpen your words into achieve your goals, today.
Melotti Media | Copywriting & Message Marketing Bureau
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