Blogging is a hugely important tool for business growth. A fully-functioning, insightful blog is typically the cornerstone of an effective content marketing strategy, as it’s one of the best ways to drive traffic, generate leads, convert sales, and boost overall engagement with your brand. However, it’s important not to get so caught up in creating a great blog that you forget about other forms of content.
If you want to expand your reach over the long term, you need to expand your content repertoire as well. Different content types help you convey different information about your brand, reach different audiences, and optimize your use of different channels.
Are you ready to go beyond the blog? Read on for a look at four other content types that are a great addition to your content marketing toolbox.
Video content has experienced booming popularity in recent years, and it is poised to be one of the most influential content types of 2021 (and beyond). A quick look at the statistics shows just how important it is to include video in your content repertoire.
According to a survey on video marketing conducted in December 2020 by the UK firm Wyzowl, 96% of consumers have watched a video in order to learn more about a brand’s product or service, and 84% say that a video has persuaded them to buy a product or service. In addition, video content was twice as likely to be shared as any other type of content.
When it comes to making your own video content, remember that consumers often turn to video to be informed as well as entertained. For this reason, how-to or “explainer” videos are particularly popular.
If you’re new to making videos, consider starting with a video that shows how to set up or use your brand’s product, for example, or that answers a specific question that people often have about your company. Don’t forget that shorter is better: good video content is usually just two to three minutes in length.
In this era of information saturation, audiences are looking for information presented in a way that is easy to look at and easy to understand. Enter the infographic. Bridging the gap between text and image (and offering the best of both these worlds), infographics are an excellent way to present statistics and facts clearly and attractively.
Because of their unique design, infographics can deliver a lot of relevant and useful information in a concise and consumable format. Of course, the more consumable the information, the more likely your audience is to want to buy your product or use your service. Furthermore, because they are engaging and easy to digest, infographics are extremely shareable.
When creating an infographic, the most important thing to keep in mind is clarity. The most visually appealing and informative infographics are clean and organized. This means plenty of white space, distinct sections to keep different types of information separate, fonts that are clear and easy to read, and complementary colors.
Case studies are a popular content type with established and prospective audiences alike, for one simple reason: everyone loves a success story. As a marketing tool, case studies can provide inspiration and reassurance for your future customers by showcasing the positive experiences and successes that current customers have had with your product or service.
Case studies also boost relatability. They highlight common challenges that many people in your audience may be facing, and then show how these obstacles have been overcome.
The most effective case studies keep the emphasis squarely on the customer experience. Of course, the role that your product or service played in helping the customer is important, but the focus should be on the customer’s accomplishment. This helps boost audience engagement by increasing their identification with the customer, and showing them an outcome that they can strive for. This is the main difference between a case study and a customer testimonial: one is customer-centric, while the other is brand-centric.
Don’t be deceived by their basic appearance: checklists are a content type that packs a surprisingly powerful punch. This is because they are essentially a simple, step-by-step how-to guide, and as discussed earlier, audiences love to engage with content that informs and instructs. Better still, checklists are instantly useable, making them a lead magnet for your brand’s website.
You can create a checklist for just about anything, but ideally, it will be something focused on a key moment in the customer journey that pertains to your product or service. For example, if your product is a travel app, consider making a packing checklist. Again, as with the case study, keep the focus on the customer and their experience rather than concentrating too much on your brand.