8 types of content marketing

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How to Build a Marketing Strategy, Part 2

When I last discussed marketing strategy, I discussed how to outline a market and product focus to understand your audience’s needs and expectations. Now I am going to discuss 8 types of content marketing for building brand recognition. These 8 types of content marketing strategies are all about the different types of content that help build conversion and how you might incorporate this content into various digital platforms.

The 8 types of content marketing strategies I am going to discuss today are blogging, podcasting, streaming video, social media posts, e-mail campaigns, lead magnets, tools, and infographics. Each of these strategies can stand on their own, but they are a lot like Voltron- they get more powerful the more you stack up.

Draw eyes to your website with blog content

For some businesses, well-written blog content is the first introduction that an audience has with a business. Blog content is keyword-rich when it is well written, and it will help you rank higher in search engines. Long-tail keywords, like “8 types of content marketing”, can help you rank for specific queries that don’t have a lot of competition and this will help drive traffic to your site. Both of these factors add up to an audience discovering your business through incidental web searches.

Of course, for blog content to work it has to offer valuable information that your new audience can use. Useful content gives an audience steps it can take in order to achieve a goal or it gives users a new perspective on a topic. In either case, blog content helps to establish authority over your industry and inspires trust from potential clients that you know what you’re talking about. It’s been my experience that the most valuable content is content that gives your audience something to think about and apply on their own.

How to incorporate blog content into your digital platforms

The most obvious way to use blog content is to round out your website content. You can use blog content to build on your keyword strategies, support complex ideas in your industry, and to give a voice to your product or service. The comment section of your blog can be a great way to connect directly with your site visitors and allow them to ask questions. Expanded site content can also act as content for your social media content.

Blog content is a great starting point for just about any digital marketing plan because it can be built on in almost unlimited ways.

Draw ears to your website with podcast content

Podcasting has a lot of the same advantages as blog content, with one very big difference: it requires less effort on your audience to engage with. Over the years, we’ve seen a big shift from written web content about niche industries to aural content. While reading isn’t a barrier of entry to some people, listening to your content is a passive means of helping to connect with your people. Listening to a podcast has the distinct advantage of not requiring your audience to stop and focus only on your content. Instead, a podcast listener can engage with your content while at work, in their car, or otherwise in situations where your audience’s eyes must be free to engage with reading your content.

Better produced content can also become a means of build extra revenue. If you’re able to draw a large enough audience, not only will clients be drawn to you, but industry players who are interested in paying you to advertise for them will too. These small advertisements will generate extra income, and they may even secure you the chance to work with industry-related products before they go to the mainstream market for free.

How to incorporate a podcast stream in your digital platforms

Like blog content, podcast streams can be used to pull traffic to your website. While I never advise my clients to host their podcast streams directly on their web servers, you can stream your podcast through your website from podcast hosts like Libsyn or PodBean. One of the cool things about podcasting is that you can use your written content to create content for your podcast or vice versa, so with every blog post, you can offer written or audio versions of your content. Just like your blog content, podcast content can also be incorporated into your social media platforms as well.

Pull eyes and ears to your website with video streaming

Video streaming, or a Vlog, is the next logical step up from a podcast. You can take the same content you create for your blog or your podcast, and you can add a visual element to help add an extra layer of engagement with your audience. There are different ways to build a visual element to your content, for example, you can create visual aids and create a presentation style video, you can deliver your content personally and become the face of your content, or you can combine the two styles by going back and forth between interview-style video and supplemental content such as tables or demonstrations.

Like a well-produced podcast, a vlog offers an opportunity to build extra revenue if you can attract a large enough audience that will bring industry tables interest in you as an influencer.

How to incorporate a streaming video element to your digital platforms

Like a podcast, I never advise my clients to host their video files on their webserver. Instead, I prefer to suggest services like Youtube and Wistia.  YouTube offers the advantage of a robust search engine and huge traffic volume, Wistia gives you total control over your video player and supplemental controls. But no matter which service you choose to host your video stream, you can stream your videos from their servers through your website. Streaming video through your website is an excellent way to drive traffic and build your site ranking.

Aside from the benefits of streaming video through you website it is also a great way to create content for your social media platforms. The idea is to draw attention to your website and digital marketing, and video attracts interest and is highly shareable.

Build authority for your brand by using social media

Now let’s talk about taking a different avenue for building brand authority. Your website is a great tool, but I like to think of it as a foundational tool. Not the end of the road, but the beginning in a lot of ways. So far, I’ve talked about ways to super-charge your site content and draw traffic to your website, but this time I’m talking about building a new, more accessible way to deliver your message to your potential clients.  Social media platforms, like Facebook, Twitter, or Instagram, are powerful standalone tools for advertising your product or service.

It’s true that social media can be used for driving traffic to your website, but if you have a solid social media plan in place, each platform can be used to deliver unique content that stands apart from your website. The really cool thing about social media is that it is all about connecting with your audience and opening up a line of dialog. Where a website is a one-sided speech you give your audience, social media is a conversation where you can break your communication down to a conversation on a one-on-one basis.

How can you integrate your social media presence into your digital marketing plan?

Social media should be approached on two levels. On one level, social media should be its own unique part of your marketing plan. Primarily, you should use a wide-range of engagement techniques to take full advantage of the unique opportunities created by social media. In this way, your social media should have content that stands alone.

On another level, if you play your social media engagement right, you will drive traffic to your site. This will help build search engine ranking, pull your traffic further into your marketing funnel, and further your audience to business relationship. Unlike blogging, vlogging, or podcasting, your social media platforms aren’t subordinate to your website content.  Ideally, your social media platform should build up your website content and vice versa.

Engage your audience on a personal level through e-mail campaigns

There are many ways to build relationships through e-mail. Through e-mail you can connect with your audience with a regular newsletter, tell your audience about special savings and new products, and to pull your audience further into your marketing funnel by just reminding them who you are. E-mail done right has been proven to convert traffic consider that e-mail campaigns have:

  • A 40% open rate
  • An 8% click through rate

So if you build a 1000 subscriber e-mail list, then you should see 400 subscribers open your e-mail, and 32 people who will click on your offer.  If half of those people actually buy (which is the next step in conversion) than your average e-mail campaign can net you up to 16 paying clients. Of course, e-mail conversation rates aren’t that straightforward, there are many factors that will affect your average conversion rate- such as your industry, campaign type, and content strategy.

How can you integrate your e-mail campaign into your digital marketing plan?

Integrating your e-mail campaign is pretty straight forward. In order to use an e-mail campaign, you need to generate a subscriber list, plan your campaign, build your meaningful content, and create a means of sending your content to your subscriber list.

Build your subscriber list with lead magnets

One of the ways that you can build an e-mail subscriber list is with a lead magnet. A lead magnet is basically an agreement that you make with your audience. In exchange for their contact information, you will give them something of value. On KCX Media’s website we offer a free estimate for building your website with us. We’re also currently working on a free e-book about creating engaging content for your website. Trading something of value for a subscriber is called a lead magnet and it is a great way for building…yup, you guess it…leads!

Now that you have a hefty list of subscribers, you are ready to build and execute an effective e-mail campaign.

How can you integrate your lead magnet into your digital marketing plan?

My favorite part of building lead magnets is that they can literally be used in conjunction with every digital advertising platform that you use.  Special pages, called “landing pages” on your website focus on the lead magnet by explaining what it is, what it means, and what it can do for your would-e subscriber and why it’s worth signing up.  On your social media platforms, special posts advertising your lead magnet will help draw visitors to your website. You can also mention your lead magnet on your blog, vlog, or podcast.

All you need to execute your lead magnet strategy is a page on your site where a form takes user information and submits it to your subscriber database, a content interaction tool which sends the lead magnet in your user’s first email (or executes an automatic download), and maybe a means of creating campaign triggers for sending your e-mails at the right time interval. Integrating your lead magnet into your e-mail campaign is a great idea and will help you build up site authority at the end of the day.

Build site traffic and industry authority by offering access to tools

The internet is chalked full of free tools that help users establish trust in a brand’s industry authority. In the web development world, site’s like GT Metrix or SEMrush offer basic versions of their services to help build trust and dependability.  If it’s applicable to your industry, you can offer a free tool to help your users solve a problem. If they come to you for the free stuff, and like your tools, the chances are good that they will come to you when the tools just aren’t enough to get the job done.

How can you integrate tools into your digital marketing plan?

Tools will help to increase the value of your website and that’s where you should make your tool available for your audience. The type of tool that you offer is completely dependent on your industry, but the important thing is that your tool holds some fairly significant value.

There are two ways to utilize a tool as site content. The first is to have a tool professionally developed. Conversion tools, where the user takes a value they know and converts it into an unknown value using an industry algorithm is a fairly common approach. Cost estimators, educational games, and code generators are some of the tools we use a lot in the web design industry and they are typically considered pretty valuable. Companies like GTMetrix and Pingdom are common names in my industry, because the free speed testing tools are invaluable for speed testing websites. However, the speed testing is just the beginning; the premium services they offer allow us to test websites under traffic loads and with live environment simulations. By offering a free tool that is in common usage and highly trusted, these companies have built a loyal following that helps drive conversion to their premium services.

The second way to utilize tools as site content is through curation. You can curate a collection of tools that industry leader’s offer, by creating supplemental content that rates their tool curation by value and even teaches the user how to apply the tool in the user’s workflow. You would be surprised how often tools are used, without being fully knowledgeable about the tools output. If you can use curation to bridge the gap between non-professional users and the professionals who understand the tools, then you can become as important as the company who provided the tool in the first place.

Educate through visual information with infographics

Infographics are another way to drive traffic to your website. If you don’t know what infographics are then you need to know that infographics are a way to communicate numerical and statistical information through visual representations of data. So you take the “info” and wrap it all up into a pretty little “graphic”: thus the infographic. One of my favorite examples of a viral infographic is the Logo Company’s “Guide to Fonts and Typography”.

How can you integrate infographics into your digital marketing plan?

Some of your better designed infographics can become viral content that other websites link to through curation. If your content goes viral and is curated by other websites, you can build backlinks which help to drive your search rankings up. So obviously, I’m saying that you should integrate your infographics into your entire digital marketing strategy by hosting on your website and promoting through all of your available channels. A good infographic can serve the same purpose as well written blog, vlog, or podcast content as they help drive traffic to your content.

Jason Usher

Jason has been studying design and web programming for over 10 years. He's a big fan of brand-oriented design with an emphasis on value for value growth. When he is not neck-deep in market research, he enjoys photography, time with his wife and kids, and a good movie.

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