One size does certainly not fit all when it comes to digital marketing – and what works for one business may not work for another.
Too many businesses make the mistake of only creating blog post content – and although blog posts are highly effective, there are many more types of content that can be used in a quality content marketing strategy.
Why is content so important, and what are the main types of content that can be used in digital marketing? Read on to learn more about content, digital marketing, and what forms of content your business can start creating.
Why is Content Important in Digital Marketing?
Content marketing is a marketing strategy that focuses on the creation and distribution of content that is authoritative, useful, and relevant. There are many different forms of content, from blog posts to eBooks, that we will explore further in this post.
The main goals of content in content marketing are to share information, build authority, grow traffic, and show that your business is the right business for your clients. It’s important that any content produced is in line with your brand identity.
Regularly produced content as part of a well-developed digital marketing strategy can not only build website traffic, but help you generate more leads.
Clients and potential clients will have more trust in your business, seeing it as a valuable source of guidance and therefore will be more likely to choose your brand when they’re looking for products or services.
Content marketing fuels SEO (search engine optimisation)but in order to do so, content must include keywords and backlinks, as well as be relevant and authoritative.
Your target audience should want to engage with your content, which can get your pages ranking at the top of the SERPs (Search Engine Results Page).
Developing a content marketing strategy that works for your business won’t happen overnight – it takes time, effort, and a fair amount of trial and error. Every business is different, and your content marketing strategy should be tailored to your business.
The Main Types of Content in Digital Marketing
Content marketing isn’t just about creating web copy and blog posts – there are many more opportunities to create rich, engaging digital marketing content.
Blog Posts
Blog posts are a cornerstone of any digital marketing strategy. They not only improve SEO, but can be a great way to build brand awareness, share information, attract potential customers, and increase web traffic – especially when the content is optimised.
All blog content should be relevant to the business – for example, if you’re an online fashion retailer, it makes sense to write about topics such as seasonal catwalk trends.
The more relevant, detailed, and up-to-date the blog posts are, the better results you are likely to get. Blogs can vary in length – which is why many digital marketing experts use tools such to determine how long a blog post should be.
However, 1,000 words is the standard length for blogs that will generate traction with search engines.
Testimonials
Another popular form of content that is used by content marketing is testimonials. These, as well as well as customer reviews, are a great way to make your business stand out – and show potential customers why they should go to you for products/ services.
Using content straight from your audience can save you time, effort, and money – and publishing the endorsements that your clients give you will help prove that you’re a reliable business with a strong reputation and customer base.
Many big brands share testimonials to show potential customers that they’re the brand to go to, whether it be on the website, on social media, or on emails.
Case Studies
Case studies, just like client testimonials, can be an effective way to display your brand, your products, and your services – and show potential customers exactly how you can help them.
With a case study, potential clients can see a customer’s journey from the beginning to the end, and know what to expect from the product or service.
There are many platforms on which you can share case studies – for example, many business owners tend to share information across LinkedIn and other forms of social media, as well as on their website, whether it be a case studies page or via blog posts.
Videos
Don’t underestimate the power of the video. They’re a great way to get a message across to customers.
Audiences love video graphics, as it’s a great way to break up a long block of text. In fact, on social media platforms such as LinkedIn, users are more likely to engage with a video than text.
Although it may feel easier to write a chunk of text, videos are a more engaging way to share your message with clients and potential customers – whether it’s about your brand, your products, your services, or even opinions.
Take the time to put together an informative video and see the results. That being said, a combination of different forms of content tends to work best.
Infographics
Infographics, like videos, are a great way to add something eye-catching to any page, whether it be your LinkedIn page, Twitter, Facebook, Instagram, or your website – or a combination of them all.
Many marketers use infographics to get the message or data across in an easy way that’s visually appealing. It’s the best way for potential customers to understand data and can boost your brand’s reputation.
eBooks
Although eBooks aren’t for everybody, they can be a great way to share information. However, when writing copy for eBooks, it’s important to keep content concise and integrate keywords for full optimisation.
An eBook is essentially a long blog post, with the key intent of sharing information about either your brand, your products, or your services. A quality eBook on a popular subject can be an efficient way of generating interest in your business, so be sure to invest in this form of content.
Media Relations Vs Public Relations: What Are The Differences?