Let’s start at the basics. What exactly is content marketing?
In simple terms, it’s a form of marketing that involves the creation and sharing of useful content (for example, blogs, videos, social media posts and podcasts) to reach and engage your target audience.
Unlike traditional advertising methods, the ultimate goal of content marketing, is to stimulate the user’s interest in your brand without explicitly promoting your products or services.
Effective content marketing can increase:
- brand awareness
- brand stickiness
So what are the different types of content marketing your business can consider?
Whether you’re looking to boost conversions, educate prospective leads about your products and services, increase revenue or build a sense of community around your brand, you can choose between these different types of content marketing to reach your goal:
1. Blog Content Marketing
Having a blog that shares valuable information on your products and services can help attract potential customers looking for solutions your business offers.
Depending on the type of business you have, publishing useful guides, whitepapers, templates or infographics can also establish you as a subject matter authority amongst existing customers. Plus, well-written content improves SEO and can be a great way to boost organic traffic to your site.
However, if you don’t have the capabilities in-house to create engaging blog posts or want to tap into a different audience, you can also explore collaborating with a partner to create branded content on an external platform. Branded content gives your brand the perfect opportunity to leverage the pre-existing brand authority of others.
Here’s a good example of native content for Amazon launchpad on Startup Daily:
This post was created to generate awareness about the Amazon Launchpad Innovation Grants and led to great engagement and traffic numbers on the Startup Daily website.
2. Video content marketing
We’ve all heard how videos are one of the most effective ways of getting audience attention. In fact, according to a recent HubSpot survey, 54% of online users prefer seeing video content from the brands and businesses that they support, which is more than any other type of content. Having video integrated into your lead generation pages has also shown to increase conversions by over 80%. Having our own video production studio in Sydney opens up a wide range of options for our production team.
From livestreams and explainer videos to interviews and animations, read about the different types of videos that you can integrate into your overall marketing strategy.
Watch this example of a case study video that we shot for one of clients, WorldFirst.
3. Podcast Content Marketing
According to a recent survey, 25% Australians have listened to a podcast in the last month. It’s hardly surprising then that many businesses are creating and promoting their own podcasts.
Podcasts are a great way to spark a conversation and build a community of listeners who value your point of view on a subject. Plus they also allow for a lot of creativity based on the topic, the tone and the guests you invite on each episode.
Check out this popular podcast series by Flying Solo, which has built a passionate community of solo entrepreneurs.
4. Social Media Content Marketing
In January 2020, Australia had 18 million social media users. In context, the Australian population is 25.6 million. Plus given that 50% of consumers say they follow brands on social media to learn about new products or services, it only makes sense for businesses to use the multiple social media platforms to communicate with their customers.
Here’s a successful example of social media amplification for a survey conducted by Flying Solo and Yellow Online:
In the end, these are all ways to offer your audience valuable content from your business in a way that feels natural and organic rather than being intrusive.