Content marketing is driving most online businesses promotional strategies at present. The Content Marketing Institute has noted that 77 percent of B2B marketers employ the approach within their organizations, with no indication the popularity will decline. Content marketing covers a range of styles, and many companies are limiting their output considerably.
Elements like instructional articles on a blog and social media are, of course, highly effective, but you don’t want to miss out on other traffic opportunities. The following ideas can form the basis of a content marketing plan focused on delivering results.
Most industries have many recognized experts and personalities within the field. Many of these people are willing to be interviewed, providing high-quality content for visitors. Interviews can offer a different perspective on your platform, freshening up the voices people are used to hearing. One of the essential results of an expert interview is the social proof gained from speaking to an established personality.
Roundup posts can offer many of the same benefits as expert interviews, providing different perspectives to users. The content itself can be quick to produce, with industry names providing short opinions based on a general talking point. Everyone involved can gain publicity from a roundup article, while audiences get some valuable insights.
Many businesses choose not to add too much personality to their content. While there can be good reasons for taking this approach, it can also be worthwhile offering personal opinions. Opinion pieces can often run contrary to widespread feeling, with the potential for being controversial. You may divide opinion, but this approach can garner plenty of attention.
Statistics and Research
Industry statistics and detailed research can see your content shared widely. People in your niche, both consumers and business owners, will give you authority status as you have gone beyond the norm. Gathering the data may be more involved than most types of content, but the results can make it worthwhile. If the information is engaging, a host of sites will share your content and link it to your site.
Case studies can give detailed insights into business operations, helping potential customers to use your services. Many people are interested in the finer details of how a goal was achieved, so there is a good chance the content will get syndicated. While some businesses don’t like the idea of giving away information about their company, the upside can outweigh any concerns.
User-generated content (UGC) can be a great source of creativity, offering your brand an alternative perspective. UGC can be as simple as an image of a customer using your product, with the result getting shared on social media. You could go further, though, by developing contests that require your followers to make videos or something more time-consuming. Some users will choose to create content without request, but you can incentivize people when you share their output across your channels.
Memes won’t be appropriate for every brand, but they shouldn’t get immediately dismissed. Memes can get widely shared, particularly across sites like Twitter and Instagram. This type of content can show a lighthearted side that can be tricky to reproduce in other ways. There is always the potential to get the tone wrong, so it is crucial that you are up-to-date with trends.
Content marketing is a broad phrase that incorporates many areas of promotion. Your social media channels produce content, while a blog will be full of articles that help grow your brand. Limiting your output to a small number of styles, though, could be diminishing your results. Different segments of your target audience will respond to different things, so it is crucial that you offer a range of content. By using elements as diverse as original research, expert interviews, and memes, you can reach a broad audience with a positive first introduction to your business.
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