Content marketing is a great way to create awareness around your brand and show your business in a myriad of different ways. The Content Marketing Institute defines content marketing as: a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. Every business wants to attract and retain their audience, but does content marketing actually do what it says on the tin?
A study by DemandMetric showed that when compared to traditional methods of marketing, content marketing can cost 62% less, all while tripling the number leads traditional marketing offers. The same study revealed that 90% of consumers find content useful, with 60% then seeking out a product after seeing related content.
EXAMPLES OF DIFFERENT TYPES OF CONTENT MARKETING
Blogging, like what we do here, is probably the most popular form of content marketing, with over 409 million people reading more than 22.2 billion blog pages per month. They are a fantastic way to drive website traffic and improve your search engine optimisation (SEO) by utilising keywords and phrases.
By providing valuable, informative, relevant blog content you will position your business as an expert and can become a go-to source within your industry. 77% of internet users read blogs, why not add your insights and information to that library?
Video is an increasingly popular type of content marketing, but it has changed a lot over the last few years. Videos were first used for a television audience in mini documentaries or programmes whereas now, video content is mainly created for an online audience. Providing a visual insight into your company is a great idea and is only getting more and more popular. Social Media Examiner’s recent report showed that YouTube is currently being used by 57% of marketers with 71% planning to increase their use of the channel.
Whether it’s a virtual tour of your event space or an interview with the boss, video content adds another dimension to your business and is also a nice way to break up static content on social media to catch someone’s eye.
Another great way to incorporate content marketing into your strategy, and diversify your social media feed, is by using infographics. You may have some fantastic statistics or facts that are getting buried under a sea of copy. Pull out what’s important and it will grab someone’s attention in a quick and creative way.
One Spot released its own infographic showing that 40% of people respond better to visualised information than copy and that the use of infographics can also increase traffic to a website by 12%.
A case study is a really good way of showcasing a certain project or event in your business. It’s a different way of showing how your company has dealt with a problem and solved it, educating consumers and increasing conversions. Which makes case studies a great form of content marketing for a B2B company.
A recent report shows that a good case study was the most effective content marketing tool when it came to the purchasing stage of a buyer’s journey. Case studies are brilliant to send to journalists and potential clients as an example of what your business can do.