Content, content, content… everyone raves about it. Content marketing means more than advertising. 89% of B2B marketers and 86% of B2C marketers are using content marketing to increase leads. According to Forbes, 2018 is the best year to focus on content marketing, with an emphasis on storytelling and visuals.
Why is content marketing important for your business?
It drives social media and emails to your site
Google loves it (the more fresh content, the more chances to improve your Google ranking)
It makes you an authority
It builds a community
It stimulates organic growth
How about giving away some of your knowledge and expertise? Blogging can enforce your connection with potential buyers and build your brand, while proving your technical skills. Most people visit a business website to get some general knowledge about a product. No one ever thinks that the technical industry could actually benefit from online presence. Why not be one step ahead? Take advantage of that and grow your audience by creating interesting, engaging content.
What to write
Not sure which areas to cover on your blog? Writing fresh, daily engaging content for your company might indeed seem daunting. You could, for example, include a section that helps clients through your products assembly process. You could also discuss current trends in your industry. Keep in mind that you must know your target audience and what they’re most likely to find interesting to read.
Do not write without understanding and considering your demographics.
Do not underestimate the power of visuals. As we are daily exposed to visual cue interaction, visual content marketing is a hot trend. Blogging is much more than writing plain text. It’s a mixture of multimedia elements offering the user an entertaining experience. Make sure you nail that. Not being able to spend time creating original videos and pictures is not an excuse. You can always use free stock images or create infographics in Canva, Visually or Picmonkey. Just make sure you don’t come across as looking ordinary.
Ebooks are also a strategic marketing tool. Main reason? It grants you status, authority and credibility. It goes beyond an ordinary blog post by giving you the position of an industry expert.
Write something you have knowledge about. An ebook is not a 500-1000 word vague blog post that hardly captures your subject. It’s an in-depth analysis of a particular subject that needs to cover every single aspect of it. You’ll have to be an innovator, collector and investigator at the same time. What does this mean?
Case studies are a great way to explain how your business came up with a clever solution for a customer. Therefore they represent some of the best selling strategies out there. And that’s because people love stories. You should always be storytelling in content marketing. We remember stories rather than cold, hard facts. Case studies mix storytelling with information that can help to sell your products and services.
Components of a case study:
Questions your Case study should Answer:
About the project
- Who is it for?
- Why do they need it?
About the customer and your solution
- What challenges were you facing and what motivated you to solve them?
- Why did you choose us over others?
- How does our product benefit you?
- Would you use our services in the future?
- What would you say to other businesses facing the same problems as you did?
Add a mix of media to your case study. We cannot stress enough the importance of complimenting imagery and video be it a case study or blog posts.They satisfy the desire for social proof, but also enhance credibility.
In an ever-expanding informational era, it’s becoming more and more difficult to grab attention. But people never get tired of compelling content. And infographics provide easily scannable, nicely packed information that goes well with almost any piece of written content. Provide useful data in a visual attractive matter with an infographic.
Video marketing has grown in the past few years, and it doesn’t seem to be stopping. Studies show that people engage with video way faster than with other type of media. Videos are a great way to explain products, demonstrate assembly, display processes or give a virtual tour. Google also likes media-rich content, making real-time and animated video a great tactic to add to your content marketing strategy.
This article is part of an ongoing series taken from our ebook on Product Marketing.
Chapter 1 - Building the basics
Chapter 2 - Building Online Connections
Chapter 3 - Content Marketing
Chapter 4 - Why use 2D/3D animation for video marketing
Chapter 5 - Advertise your Site
Chapter 6 - The power of Networking