Choosing Types of Content

Branding, Content Marketing

Choosing Types of Content

When people think of content marketing, they often think of blogs. While a blog post is certainly a popular form of content marketing, there are multiple types of effective content beyond blogging. One of the best things about content marketing is you can take one piece of content and turn it into different forms of content. For example, if you write an article on the current state of the fitness industry, highlighting facts and figures. You can transform it into an infographic using the stats from the article, you can create an eBook or video on the history of fitness...the options are endless.
Beyond these different forms of content, there are also different styles of content.
Here are a few essentials to consider when deciding what type of content will work best for your business.

Create Balance
Content marketing is a form of inbound marketing, not outbound marketing like advertising. This means your content shouldn’t blatantly promote your business 100% of the time. While you can create branded content that specifically highlights a product or promotes a new service you’re offering, it should only amount to about 15% of your total marketing content. The bulk of it should be a balance of evergreen, SEO-friendly content and timely pieces. For your evergreen content, answer questions your customers often have. For example, if you sell home security systems and your target customer is someone looking to keep their home safe, your evergreen content could discuss inexpensive ways to improve your home’s security, safety lessons for your children, and the top ways to deter burglars. For your timely pieces, discuss industry trends, new home security system releases, and advances in home security technology.

Evaluate Your Resources
As a small business, you don’t have the marketing budget of a Fortune 500, so you won’t be able to produce the types of content they do. Infographics, eBooks, and videos are the most expensive types of content to develop. They also take time and require an experienced designer. However, a whitepaper is simpler to produce and articles and Buzzfeed-style lists are the least expensive and timely methods. If you’d like to explore more expensive methods but don’t have the budget, consider hiring a college intern who has some experience, or speak with one of your strategic partners about sharing resources or working together to co-produce content.

Test, Test, Test
The best way to figure out what type of content works best for your target customer? Try new methods and evaluate results. Too often, people won’t try a new content type because it’s outside of their comfort zone and they assume it won’t turn out well or will take too long. Try it anyway. Start with a short video you film on your iPhone. Try to create your own series of memes. Start small and don’t limit your imagination. You never know what you may create.

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Business & Marketing Tips: Choosing Types of Content
Choosing Types of Content
Branding, Content Marketing
Business & Marketing Tips
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