Inbound Marketing Insights

When someone suggests you need "more content" for your website, you probably assume they're referring to blogs. They might be but don't overlook other content marketing methods that your customers will appreciate, too.

Using a variety of content types allows you to create unique, signature content 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 a more persuasive punch, ask a customer to write it for you. Either way, a case study should tell 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 to showcase the features of your products or services and the benefits.
• Lists: People love lists. 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 based on their creativity and helpfulness. 
• Interviews: For this content type, you should interview a person with a high enough profile to grab your readers' attention. 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. A professional-grade video indeed 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. 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 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 strategize, implement, and fine-tune a cohesive inbound marketing strategy.