Content is king, and that’s unlikely to change anytime soon.Through content marketing, businesses can improve their online reputation by appearing more authoritative, attract new customers by offering valuable information, and even get higher search visibility through SEO. While visual forms of content, like images and videos have taken many forms as supporting players in mainstream content strategies, written content has remained relatively stagnant in the form of an onsite blog.
Onsite blogs are important because they’re highly valued by Google, and they give you a perfect opportunity to regularly update your site with new information. However, it’s important to have complementary forms of written content to fully round out your strategy. Here are five of the most valuable types you can use:
No matter what type of business you have or what your ultimate goals are, a landing page should be a part of your strategy. As a standalone page, your landing page will serve as the target destination for whichever segment of your audience you choose to funnel to it—for example, you could use social media or PPC advertising to drive targeted users to the appropriate page.
The goal of your landing page should be to drive your users to a conversion. How you define that conversion is up to you; for e-commerce sites, that conversion is a product purchase, but for B2B companies, a conversion could be the filling out of a short information form.Because it’s your conversion gateway, the copy of your landing page is some of the most important written content you’re going to have. Take your time and develop the most concise, most appealing wording you can to maximize your potential return.
Social media marketing should already be a part of your content marketing strategy, but you need to use those platforms for more than just basic updates and simplistic responses. Social media posting is a written art, and it’s much more complex than people realize.
Because you have a shorter space and shorter attention spans to deal with, you’re going to need to reduce your content to the bare minimum. It’s an entirely different format than a blog post, where you have room to elaborate on your ideas. Instead of focusing on detail or value, you need to focus on conciseness, and appeal to your customers as immediately and as clearly as possible.
The best way to improve your social media posting game is to measure the effectiveness of each of your posts. Use Facebook analytics and regular observations to determine which of your posts seem to get the most attention—are there certain topics or phrases that get more attention than others? Refine your strategy accordingly.
Whitepapers are dying in popularity due to their length and the requirement of effort involved, but they are still a highly valuable form of written content to use for your business. Select a topic in your industry—try to be as specific as possible—and write in as much detail as you can about it.
Then, use your whitepaper as a bargaining chip. Offer it as compensation for some type of user action—such as a reward for filling out a form or a questionnaire—or use it as a marketing tool to show off your true value. It’s your chance to show off what a major authority you are in the industry, provide valuable information to your customer, and immediately improve your reputation as a result.
If you’ve written a truly great whitepaper, you can even try to sell it as an independent product and recoup some of the costs you spent creating it.
Specific case studies are valuable because they describe a real example of your company’s work. Start off by describing your customer or client, including a description of how they were before your involvement, then describe the products and services you offered followed by a description of how they ended up. Use statistics and specific facts to back up your case, and try not to be too salesy with it—your goal should be to logically and factually demonstrate why your relationship was valuable to your client, not to directly sell.
That being said, case studies can be a valuable sales tool to offer on your site and distribute to your potential leads. Visualizing the type of results that are possible, in the form of a real story, has an incredibly powerful effect.
Of all the types of written content I’ve covered, this is probably the most difficult to accomplish, especially if you’re a startup or a small business with limited resources. Coming up with an idea for original research alone takes a substantial amount of effort, not to mention the exhaustive follow-through. Depending on what you’re researching and compiling, it could require a full-time team member.
In any case, producing original research makes you an instant magnet for inbound links. Writers and industry players everywhere will be dying to cite your brand-new information. It also bolsters your reputation as a thought leader in the industry, since you’ll be producing the information before anyone else. And like with whitepapers, if your original research is high enough quality, you can introduce it as a paid product, and make a little extra money on the side.
Every business is unique, so you may not need to include all these types of content in your specific strategy. However, it’s a good idea to at least consider forms of content as alternatives to the traditional blog post. Diversifying your strategy can only be beneficial for your search engine rankings, for your brand reputation, and for your overall user experience.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.