Why Marketers Should Embrace Diverse Content Types
September 12, 2019
Not all content communicates with customers in the same way, and there is value in providing a variety of content to effectively deliver your message.
The key behind successful content is a solid story. And that doesn’t necessarily require a lot of words. Find the story behind your brand and infuse your content with this consistent messaging. And that messaging can be embedded into all types of content across the buyer’s journey.
According to research from Zazzle Media, 65% of marketers find it challenging to produce engaging content, and 60% of companies struggle to keep producing content consistently. Still, the Content Marketing Institute’s B2B Content Marketing 2019 report found that nearly all of the most successful B2B content marketers (90%) prioritize the audience’s informational needs over their sales/promotional message, compared with 56% of the least successful.
Consider these content types that can help elevate your brand, share your perspective, and bring your message to your existing and potential customer audience.
While marketers are extremely familiar with the problems their products and services address, not all potential IT buyers are as informed on the challenges peers are also experiencing and, more importantly, the opportunities a technology purchase could represent.
Top of the funnel or thought leadership content will provide potential customers with useful, educational—and in some cases—actionable information around their top concerns without pushing specific products or services. This level of content falls within the awareness and consideration phases of the marketing funnel.
This type of content explores the state of the market and the challenges it poses to the buyers, without pitching products but providing resolutions by way of process and technology suggestions.
Identify the Evangelists
Your company is already full of experts on your content. You just need to identify them in the crowd, and nurture their knowledge in valuable ways for your content marketing efforts. Think of filling your corporate blog with thoughts from these subject-matter experts or finding the appropriate channel to share their expertise with the appropriate audience.
This is an opportunity for companies to establish brand evangelists who can speak to or write about the issues most affecting customers, the trends industries are seeing, and the technologies available or on the horizon that might address the challenges. Whether they can speak to how the technology works or how to best implement processes for success, evangelists can provide unique knowledge into your technology, product, and company.
Praise the Product
Not all content needs to be thought leadership. Customers also appreciate details on how the products works and how they can make it work better for their business.
Content with little-known product tips and tricks can not only educate new customers, but it can also give existing customers the know-how to pull more value out of their investment with your product—and that will win or boost your clients’ trust in your company.
Provide how-to guides to help customers better navigate your product or services, and to also give them a practical starting point to solving their issue. Being a proactive partner with your customer means giving them the tools they need to make the best use of the products they have, and compelling, engaging content is a great vehicle for detailed product information.
Most people who work on a computer are guilty of watching an entertaining and informing video from time to time during their day. Now imagine if the video was actually part of productive research into buying a new product or licensing a service. Savvy marketers will invest in video to break up longer form content into consumable, visually stimulating clips that customers will welcome.
Short-form and longer videos can really draw in viewers, or potential customers. Create videos that speak to your audience, and when the video is done, provide a clear path to the next piece of relevant content to reinforce the message.
A solid content marketing strategy doesn’t always mean starting from scratch.
In fact, a smart place to start with your content is doing an audit of what you already have and finding the value in evergreen assets that can be repurposed to communicate an updated message to your customers. An audit will also reveal any gaps in your content library that may need to be refreshed.
Determining the type of content you want to create and the cadence at which you want to deliver it to customers and on which channels it could best perform is part of a larger content marketing strategy. And while quality not quantity is the desired goal to any solid strategy, companies should have content for every step in a buyer’s journey.