The Different Types of Marketing Content
As a corporate copywriter, I work with clients from a vast array of industries and sizes, all of whom request ‘content’. However it’s far more complex than simply putting words on a page. There’s solid, appealing content which acts as an extension and execution of the organisation’s goals and marketing strategy, and then there’s space filler to simply tick that box.
In an information era where ‘content is king’ within all Marketing efforts, it’s vital to get this right, and that lies in the appreciation of matching the correct type of content with the target audience. Potential customers know the difference almost immediately between effective and poor executions, and it’s important that organisations do too.
Below are the main categories of content, all of which perform different roles.
Content which interests
Interest inducing content includes competitions, games, events, conferences and general branding reminders, aimed toward those who have little to no interaction currently with your organisation, but are of a demographic which your product could potentially appeal to.
They are the budding customers who would be interested if you were able to reach them, and this is be done through entertaining them with easily shareable, highly interactive content which sparks their interest and draws them in.
Content which teaches
Teaching content is similar to interest sparking pieces, in the fact that it’s aimed at the outlier, potential customers, however instead of entertaining them on an emotional level, it engages them in a more rational sense, introducing the organisation in a more mature, educational way.
This content, which again should be easily shareable, is aimed at more of an explanation of the product on offer, such as informational videos, webinars, instructions, blogs, organisational reports and statistics. This content draws budding customers in with tangible facts and figures.
Content which influences
Influencing content is aimed at the audience who have accepted the existence of your organisation and your product range, and now need that emotional nudge towards taking action.
This includes peer reviews, endorsements, ratings and case studies, all of which lower the customer’s hesitation barrier by serving them appealing content which makes them feel safe and secure, should they wish to proceed.
Content which converts
Conversion: that sweet Marketing buzzword that means we’re doing our job correctly.
Conversion content is that which closes the deal of the sale, and includes testimonials, product solution descriptions, demonstrations, Frequently Asked Questions, pricing guides, and strong calls to action.
This content serves as the final frontier, where the customer is almost convinced and requires that last piece of information in order to make a move to the sale.
Why this content mix is crucial
All customers and organisations are different. Therefore, getting the right mix of interesting, teaching, influential and conversional types of content is vital, as it can mean the difference between ineffective material versus compelling content which supports customers gently through the sales funnel.
In addition, the accessibility, arrangement and execution of all of this content is equally as important, so that the correct type is balanced and easily found by the intended recipient. There’s no point in your content’s careful creation if its delivery is poor.
Most importantly, it’s crucial to ensure that, regardless of what type of content you are utilising, it all must stem from the organisation’s goals and marketing strategy. There’s nothing more frustrating and disheartening when investing in content to support your business, only to find it’s having no effect what-so-ever.
The content must be rooted in your goals and objectives, and stem tactically outward from there, so that the fruits of your effort are appealing and attractive and lead to success.
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