When someone suggests that you need "more content" for your website, you probably assume they're referring to blogs. They might be, but don't overlook other methods of content marketing that your customers will appreciate too.
Using a variety of content types gives you the opportunity to create content that is unique, signature to you, and gives your audience a change of pace.
Here are 5 content types you can consider:
- Case Studies: Transform the connotation many people have of case studies from "dull" and "obtuse" to "vibrant" and "compelling." You can write a case study yourself or, for more persuasive punch, ask a customer to write it for you. Either way, a case study should tell a story - an interesting, relational story about how your product or service improved someone's quality of life or helped them solve a problem. Think of case studies as success stories – an opportunity for you to showcase not only the features of your products or services, but also the benefits.
- Lists: People love lists. In fact, many people cannot get enough of them because they provide succinct and useful information in a snappy format. While there is no “magic number” of list items to aspire to, you might wish to cap your list at 10 items. Any more than that might cause readers to wander. Beyond the number of items, they will judge your lists on the basis of their creativity and helpfulness. Some examples that you can check out are: “Inbound Marketing Campaign Checklist,” the “Digital Marketing Checklists for Small Businesses” or LinkedIn's "Content Marketing Toolkit."
- Interviews: For this content type, you should interview a person with a high enough profile to grab the attention of your readers. Admittedly, this is the tricky part; who might these people be? Think of people in your community – those “movers and shakers” who may be known by name and are leaders within your industry. Naturally, your interview subjects should have some connection to your product or service. If you're uncomfortable creating a “story format” interview article, you can also present it in a Q & A format.
- Infographics: Helpful, succinct information in a captivating visual format has made infographics some of the most viewed and shared forms of content on the web. Less expensive than video, they nevertheless require the touch of a professional graphic designer – or a service such as Visual.ly – to inspire people to view and share.
- Videos: This is the most under-used form of content on the web, perhaps because businesses assume they're so expensive to produce. It is true that a professional-grade video requires an investment, but you can start small by hiring local, freelance talent. You can also keep costs down by keeping videos to two- or three-minute showpieces.
In fact, one of the best ways we have found to communicate Content Marketing is through the use of videos. Here's an example of an explainer video, centered around content marketing, that has helped us educate beyond blog posts for individuals who have more of an interest in visual content.
It's rare to be able to fully execute every form of content effectively. But don’t let this reality stop you from getting started on broadening the depth and breadth of the content you offer to your customers. Schedule your complimentary content marketing consultation with us to help you in strategizing, implementing and finessing a cohesive inbound marketing strategy.