Doubting the power of content marketing? Not for long: A new study shows that content marketing makes consumers 131% more likely to purchase.
If you’ve ever meant to quickly search for something, then found yourself falling down a 94 minute rabbit hole of information, then you’ve already discovered great content marketing examples that can draw an audience in -but did you know that outstanding content can also earn businesses loyalty, trust, and a lightsaber? (Okay. Maybe not a lightsaber.)
Chances are, you’re just as aware that poor content can detract your audience and discourage them from your brand as a whole.
From e-books to blog posts, whitepapers to infographics, videos to GIFs, webinars to podcasts, understanding which content format and what channels can make the most impact on your audience is critical – even if they reside in galaxies far, far away.
Content is much more than just text on a screen – and in a world full of digital competition, your assets need to stand out from the start – because if they don’t, you’ll be locked out of deals faster than you can say, “Now witness the firepower of this fully armed and operational battle station!”
“This is the way.”
—Mando, The Mandalorian
Someone has to save our skins: Benefits and types of content marketing
Great content can drive the bottom line, especially when you’ve got a continual flow of information, presented in various formats – add in some SEO wisdom, and you’ll find your success kicked into hyperdrive, thanks to organic traffic.
It doesn’t take Jedi Council wisdom levels to realize that spending more money on great content formats with high-quality information has far better payoffs than continually destroying all of your budgets on paid ads.
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Types of content marketing include:
- Thought leadership
- Social media
When it matters most, people will either turn to you or from you; no amount of money can overpower the human instinct, and it's humans who run businesses. The content you create must resonate with them, full stop.
Content marketing examples that kick ROI into hyperdrive
So, what are the content marketing examples fueling rebellions of creativity and armies of loyal subscribers?
- Blogs: I have it on good authority that this site has grown by over 1750% in year-over-year organic growth. Blogs can also inspire creativity – and sales when done right.
- Social media: Social media is a crucial part of marketing – and it’s also driving commerce, sales, and search.
- Podcast examples: The best podcasts are informational, engaging, and leave the listener wanting to learn more.
- Webinars: If you hope to get viewers for a webinar, the content must be engaging, benefits clear, and panelists diverse and representative of your customers.
- Visual content marketing examples: GIFs + videos help your brand tell compelling, powerful stories.
Be the spark that’ll light the fire that’ll burn your competitors down
No matter what type of content marketing you’re creating, there are a few battle plans to ensure your content is a trap to business success and loyalty:
“Your focus determines your reality.”
Successful content doesn’t have to go viral, but it does need to move your audience to a certain goal which should align to your business goals.
Too often, brands start churning out mass content without setting clear, measurable goals for what they hope to achieve.
Are your goals to generate downloads? Increase newsletter subscribers? Produce likes or shares?
Know your KPIs, put real numbers behind them, and ensure you’re creating content that sets a clear path to achieve those goals.
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“Many of the truths that we cling to depend on our viewpoint.”
If your audience understands the story you’re telling and sees themselves as characters in your story, they’re more likely to consume your content and buy your product or service.
The best content marketing examples predict + anticipate audiences questions, then provide solutions to challenges they’re experiencing.
You need to make clear the value your brand can provide.
Just like the ending of a good movie, keep your audience wanting more. Always remember to have a clear call to action on your content to direct your audience to the intended next step you wish for them to pursue. Content can’t be created in a silo – otherwise you risk cutting your customer’s journey short if they don’t know the next step they should take to continue the saga.
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“I can hear you. Can you hear me?”
Find out where your audience is engaging and make sure your content is on those channels and is easily accessible and beautifully visible to them.
It’s worth repeating in 2021 that the e-book you love on your website that looks great viewed with a laptop will create a terrible experience for your audience on mobile or social channels.
The superlaser to your Alderaan of content marketing is assuming one size fits all.
Does this mean creating multiple formats of content for different channels? YES. Great content doesn’t come with a short cut. The work, you must do. Know your audience, be present in the channels where they’re engaging, and ensure your content provides the best experience for them in that channel.
The importance of podcasting is clear: it nurtures customer relationships, boosts profit margins, creates loyal consumers, and fosters trust.
“Do or do not. There is no try.”
Great content marketing can pull your audience from one part to another in their buyer journey.
For brands and audiences, it’s not just about publishing a lot of content. It’s about publishing the right content to pull your audience in and keep them engaging with your brand for years to come.
If Yoda’s advice can bring down Emperor Palpatine, imagine what it could do for your customer engagement.