Online content comes in a wide variety of formats involving text, graphics, video, and audio. Your “content” is the reason people visit your website, learn more about what you do or offer, and interact with you on social media platforms. Using different types of content is a good strategy to reach a larger audience online. Here are five types of online content and how they fit into your marketing plan:
One of the first methods of publishing information online, blogs were originally used as a digital journal. Today blogs have a wider reach, giving both individuals and businesses a venue to share information. Businesses can use a blog to generate new leads, engage prospective and existing customers, and maintain the brand’s voice. Individual and business brands can establish themselves as the ‘authority’ on a specific topic simply through regular contributions on that topic in the form of blog posts.
Blogs are often a main ingredient in a marketing plan as they serve as a platform for publishing a variety of content. They make it possible to quickly link to related information on your website or blog, your social media channels, and other relevant sources of information. In addition to short or long articles, a blog can also publish videos, animated gifs, and graphics.
Blogs give companies a way to stay in touch with their customers and prospects as they allow subscribers to receive notifications whenever new content is published.
Video content captures attention, evokes emotion, and triggers action from the viewer more than any other form of content. A well-done video is an effective marketing tool that helps you stand out over the constant noise of non-stop social media posts and emails. Video content is proven to convert prospects to customers, particularly in the form of tutorials, demos, and how-to style “explainer” videos – 73% of people are more likely to buy after watching a video that explains the product or service.
An infographic condenses a topic into the most important information and displays it in a visual format. They don’t require a lot of reading and are easily consumed and understood by the average viewer. Infographics can live on their own online, and are often shared across social media platforms, but they can also supplement a blog article by highlighting the most important aspects of the article in a graphical format and used as a link to the full article source.
Creating infographics that follow your brand guidelines for design also helps establish brand awareness.
4. Downloadable Content
Downloadable content not only provides website visitors with valuable information but also provides the company or individual providing the content a way to grow their email list for future marketing efforts. You’ll know exactly what type of information people are interested in based on what they download from your website.
Downloadable content may include:
- User guides, how-to guides
- Tips and tricks
- Fillable spreadsheets and templates
- Case studies
Well-designed downloadable content includes your branding, so the reader is reminded of your organization every time they use it.
5. Case Studies
Case studies provide potential customers with proof of how you or your company solved a pain point for a customer. Case studies typically follow the same structure to clearly define the problem and the successful solution. When the success story is shared effectively, a prospective customer would be convinced your company could create similar results for them.
Content Variety is Essential
Your marketing plan should incorporate a variety of all types of content to reach the widest audience. Some people prefer to read articles while others prefer to watch videos. Some people love easily digestible content in the form of infographics or animated gifs, while others want in-depth articles of 2500 words or more. Having content variety in your marketing plan enables you to reach more prospective customers in a format they enjoy.