Content marketing works best when you diversify and switch up your methods and mediums. This often means promoting your business with a mix of blog posts and informational articles, social media content, video content, emails, case studies, and more.
Here are some of the key types of content marketing that we recommend using to organically draw web users to your business.
Blog Posts and Articles
Blog content is a solid starting point for an organic marketing strategy. This is because every post you share on your website can be indexed and ranked by Google, giving you a chance to show up in the results when someone searches a question related to your services.
A well-planned, relevant blog can serve your business by establishing you as a source of authority within your industry, which gives you more credibility in the eyes of both Google and potential customers.
For the best results, publish blogs that are specifically targeted to your ideal customers. To maintain a competitive edge within your niche, use keyword research to find topics that aren’t well-covered online and fill in those gaps with readable, trustworthy info.
Social Media Content
Social media is where you can show more of your brand’s personality and the behind-the-scenes details of your business. Posts, stories, and reels keep you at the front of mind for customers, both new and old. Plus, unlike most blog content, social media content is interactive, which gives your customers a connection point with your team.
Every social media platform has its own best practices, so a strategic social media plan is a must. Posting without a strategy will most likely result in getting passed over by algorithms and users alike. If you need backup, collaborate with social media marketing experts to get help with content ideas and account management.
Video Content
Video is one of the best formats to add to your content marketing plan because it’s engaging, unique, and versatile. Visuals connect with potential customers in a way text can’t, and even short clips can get you more attention in many digital spaces than written content.
Professional videography for small businesses gives your brand a serious aesthetic upgrade as well. It can show customers that you’re serious about your work and showcase your products and services better than photos alone.
Email Marketing
Emails help you stay in touch with people who have already shown interest in your business. This makes it a unique platform in that you have a captive audience from the start.
A consistent newsletter keeps you at the forefront of your customers’ attention, and it also gives you a chance to test out new marketing strategies on a group that is already invested in your work.
Case Studies and Testimonials
Case studies show the results of your work with transparent, useful data that potential customers may use when comparing you with your competitors.
The best case studies walk a reader through a client’s challenge, the way you approached the problem, and the outcome, which makes them especially persuasive for anyone who’s actively comparing their options within your industry.
Likewise, short testimonials serve a similar purpose in that they demonstrate that you have a loyal customer base and go above and beyond to serve. These should live on your homepage or core services pages for max visibility.
Infographics and Visual Content
Infographics can showcase the core aspects of your business in clear terms that are easy to share across multiple marketing channels. Plus, graphics can earn you backlinks from other sites that may use them for educational purposes.
If you work in a highly specialized industry (commercial HVAC, for example), graphics and guides can be incredibly useful in building visibility for your company. A commercial HVAC company might benefit from sharing detailed infographics that companies can use to teach employees about operating heating and cooling systems. The same goes for countless other industries.
Long-Form Guides and eBooks
If you have expert information to share with potential customers, put it out there in the form of a longer digital offering like an eBook or PDF guide. These resources can be used as incentives to get email signups or social media follows, and they may help website visitors get to know your company better and, eventually, choose you over a competitor.
Podcasts
Releasing a podcast is time-intensive and takes some technical skill, but it can be a rewarding way to connect with your audience and others in your industry. A podcast can be especially helpful for your business if you have lots of informational and educational material to cover. Serving as an industry expert can give listeners more motivation to stay tuned for more episodes.
User-Generated Content
Reviews, tagged photos, and posts from your customers act as word-of-mouth marketing on a higher level. Sharing this content with your customers’ permission gives you a free body of additional material to share for marketing, and it’s one of the best ways to encourage participation from people who love your work.
How Do You Choose the Right Marketing Channels for Your Business?
To build a solid marketing strategy for your business, start by getting expert input. Digital marketing specialists can walk you through the benefits of the many different types of content at your disposal, and from there, you can collaboratively make a plan to build your audience.
For most companies, a mix of social media, email marketing, and blogs is an excellent place to start. However, the best options can vary quite a bit depending on the size of your business, who you want to reach, and how much time and energy you have available for content creation.
We’re Here To Help
If you’re not sure where to start with content marketing, let’s talk. Our digital marketing team handles content strategy, writing, social media management, and video production under one roof, so every piece of your content will work toward the same goals.
If you’re ready to build a content plan that fits your business, reach out to us and let’s get you ready for growth.