Content marketing has grown significantly over the past few years. So much so that a full sub-industry in marketing has sprung up to assist firms meet their content marketing wants.
There are some who confidence that content marketing is still a fad and will phase out in a kind of years. However, the numbers suggest otherwise with 89% of B2B and 86% B2C marketers saying they will boom their content marketing efforts this year.
Whether youre just commencing out with content marketing or already have a mindset, it can be a challenge to pull everything together into a cohesive mindset. You have to know what kind of content is relevant for your audience, when to show it to them, and the thanks to measure success.
Keep reading to learn more about the differing types of content marketing and the thanks to develop a mindset for your business.
What is Content Marketing?
Everyone has a wonderful definition of content marketing depending on how they use it for their business.
For the purposes of this article, well describe content marketing as the process of creating and sharing content online to assist transfer sales leads through a business sales funnel.
No matter what class of business you market for, the base of your content mindset must be a thorough understanding of your target customers and the way they make a purchase decision for your product.
When you develop a content marketing mindset, you will have four wonderful stages that you'd like to create content for awareness, interest, consideration, and conversion. You will use several types of content marketing to advisor your customers through your aligned sales and marketing funnel.
Something else to stay in mind is that the sales cycle is different for every business. Large enterprise software takes on average 12-18 months while purchasing a kitchen appliance might take 2-6 weeks.
The length of your content cycle will depend on the length of your sales cycle. Note that not all of these pieces are necessary for each business.
The purpose of awareness content is to create a desire for a new product or solution. You can create this desire by highlighting a problem that your target audience faces and presenting a solution.
There is a caveat here. In the awareness stage, you must not offer up your product or service as the solution. You simply desire to make a customer aware of their problem and aware of the fact that there's a solution out there.
Some popular types of content for this part of the funnel embrace blog posts, articles, podcasts, tip sheets, and webinars.
Overall, the goal of awareness content is to attract the right audience for your business.
Once youve created awareness that a problem and a solution exists for your target customers, you can begin providing a selected solution for the problem. At this element, you can introduce your product but dont push it heavily.
At this element, you prefer to convert those prospects into leads. You will additionally desire to collect data about your leads so you can check with them more effectively.
An easy thanks to collect data is to gate some of your interest content. That means you require a prospect provide you with an email address to down load or access a chunk of content.
If you do gate content, it must be well worth those prospects time. Content thats a bit longer and more in-depth is optimal for this stage. They embrace training videos, assessments, educational worksheets, and presentations.
Youve introduced your product or service as a solution and youve converted your prospects into leads. Now its time to provide content that puts your offering into your leads consideration set.
The purpose of this content is to build a preference for your brand. You do this by showing the value of your product and the way its different from your competitors products.
Part of showing your products value is actual ways it solves your leads complications. You can show this through evaluation tools, case stories, free trials, and customer testimonials.
Your leads now know what makes your product excellent and the way this would solve their problem. You now have to seal the deal or convert the result in a customer through your content.
At this stage, you prefer to use content to explain the economic value of your product. You additionally desire to provide enough data so your leads can go back to the decision makers at their company and advocate for your solution.
Some of the best pieces of content you can produce here embrace ROI tools and case stories, product demonstrations, and workshops tailored to your customers wants.
Popular Types of Content Marketing
As we cited, your content mindset must be rooted in who you target customers are, what their pain points are, and what types of content they respond to. Using this data, you can cater differing types of content marketing to pique their interest and meet their wants.
There are tons of types of content marketing you can use to serve your business objectives but there are a kind of that tend to make sense for the majority of organizations.
Email is one among the most popular types of content marketing because its an instantaneous line to leads that have expressed interest in your company and product.
Email marketing is additionally so popular because customers like it. In a survey, seventy two% of adults said they most popular firms stay up a correspondence with them via email as an alternative than different sources like mail, printed ads, and social media.
When you have direct access to someones inbox, its easy to abuse that drive. If you choose to pursue email marketing, dont spam your leads. Provide them with valuable data and tools that will help them perceive what your product or service does and the way its different from the competition.
How you use email is up to you. You can do a curated roundup of whats going on in your industry or provide relevant content for your leads lives.
Over the last few years, social media has change into one among the highest ROI types of content marketing. Thats thanks to so many people being active on several social media platforms.
If you sell a product or service to Millennials, youd be smart to embrace social media in your content marketing mindset. 33% of millennials prefer firms to stay up a correspondence with them over social media, second only to email.
When you decide to embrace social media in your content mindset, know that you dont have to use all of the platforms at your disposal. For example, if your company sells software solutions, being active on Instagram or Pinterest wont be the best uses of your time as theyll have low ROIs for your product.
On the different hand, if you sell a jstomer product like kitchen appliances or apparel, you must be on Facebook and Instagram. Its easy to embrace name-to-actions like more info or link in bio on these platforms which can encourage more traffic to visit your website.
When selecting social media platforms, begin with one or two platforms that your customers already hang out on. The best thanks to get your target audiences attention is to meet them where they are.
Blogging is one among the most powerful types of content marketing as it serves many purposes. It can help boost your SEO rankings, spread awareness about your product, and help establish your company as a thought-leader in your industry.
When it comes to SEO, blogging helps search engines perceive that you're active online. However, you must resist the urge to pump out sub-par content and in its location cope with producing high-quality content even if it means publishing it less frequently.
Blogging with long-tail keywords that are connected to your product and industry additionally make it more straightforward for expertise customers to uncover you when theyre hunting. You can use tools like SEMRush and Google Trends to uncover actual phrases that folk are hunting and write blog posts that incorporate those phrases.
If you cope with creating high-quality content thats helpful to your target customers as an alternative than selling to them, youll get higher engagement and higher conversion rates.
Humans are naturally highly visual creatures. We can process images much faster than text. Thats why so much new content is images or videos.
Infographics are a favored tool because they convey tons of data through visuals and little text. Its easy to explain how something works or display new research using an infographic.
You dont need much to create an infographic. You just need a positive extent of data about a connected topic and a graphic designer.
Infographics additionally get high engagement on Facebook and LinkedIn. You may even gate infographics to use as a collection tool for email addresses.
Video is additionally one among the most engaging types of content marketing available today. However, the cost to invest in video can often be too high for small to medium-sized organizations.
That being said, you dont need a high-production video to use video on social media. These days, smartphone cameras are very nearly as good as using a regular camera.
Video can serve multiple purposes. It can show how a product works, provide insight into a companys culture, or show the production process. On top of all that, video additionally helps with your SEO rankings.
Find the Right Types of Content Marketing for You
There are many more types of content marketing out there but the ones we discussed here are by far the most popular. Thats because each of a majority of these content marketing is adaptable to each business wants.
For more tips on content marketing mindset, test our content mindset section.
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