People typically think of blog posts and articles when someone mentions content marketing. The creation of these 2 types of content certainly make up the bulk of CM efforts, but there are many other types of content that content creators and marketers can use for their campaigns. Each of these content forms have their pros and cons. Let’s take a closer look at them:
It’s not hard to see why video is one of the most popular types of content used in content marketing campaigns. It’s dynamic and attention-grabbing, and it can squeeze in a whole lot of information in just a few minutes, making it perfect for an audience that may be too distracted or too busy to read a particularly long blog post. A well-directed video also has a chance of going viral and getting millions of views from being shared all over social media. As far as content types go, video is hard to beat. Its only downside is that good video content can be very difficult and resource-intensive to produce. A company must balance the cost of video content marketing along with what they expect to get out of it.
Blogs and articles
There are many good reasons why blogs and articles are a staple part of any content marketing strategy. They’re faster, easier, and cheaper to produce compared to other forms of content. Paired with search engine optimization (SEO) efforts, they do an excellent job of making the client’s website more visible to search engines. Best of all, they also help the company build a relationship with their customers, one that goes beyond simply selling them a product or service. All these traits can serve to convert readers into paying customers. Of course, efforts must be taken to make the articles and blogs stand out on the internet. Each piece should be current, creative, and genuine, and they must have perfect grammar and be backed by solid research.
Podcast comes off as a more genuine and relatable type of content because this form communicates with the listener in a seemingly spontaneous way. While it definitely uses a script, this only serves as a guide for the topics to be tackled, and the resulting recording often sounds authentic and unconstrained. Podcasts are also quite accessible; one can listen to it while on the road or doing chores. While this form doesn’t necessarily require the full attention of the listener, it can still make an impact and connect well to its target audience. Just like in blogs, consistency is key when publishing podcasts.
Testimonials or reviews
Word of mouth is still a powerful tool when converting visitors to customers. Testimonials or reviews can be a double-edged sword in this regard. Glowing reviews can convince people that a company’s products or services are worth the price and fit their current requirements. At the same time, testimonials that sound too similar to each other will look suspicious and make people doubt the authenticity of the reviews and the integrity of the company. One way to get around this is to make testimonial or review videos. Reviews, no matter how positive, will always seem more genuine if there is a face for the viewer to look at.
Just like videos, infographics combine compelling visuals with pertinent, easily-digestible information. However, this content form is static and costs a bit of money and resources to create. Infographics must have a simple and clean overall design, one that presents facts and information in a visually appealing manner. Generous use of white spaces and careful organization of similar facts can help in this regard.
Some types of content can be more effective in reaching the right audience, depending on the product or service the client company is selling. To ensure that the content marketing campaign will be a resounding success, each step of the campaign must be coordinated with other digital marketing efforts and a lot of care must go into the creation of each content piece.