There are many different types of content you can create for marketing your business. Some are more effective than others, some are easier to create and deliver than others. Regardless of what type of content you create, each piece of content should have a specific purpose, audience, and goal. The details of these should be captured within your overarching content marketing strategy.
In this article, we’re going to focus on the 3 best content types for customer attraction, nurture and conversion, but first let’s start with the basics…
What types of content are there?
There are many different types of content, including:
- Case studies
- Social media posts
- Visual content
- White papers
And a whole lot more.
Each piece of content, no matter their type, can be used to Attract, Nurture, Convert, or Re-Engage leads and customers.
Effective use of your chosen content types will:
- Build relationships
- Solve problems
- Drive traffic to your website
- Increase brand awareness
- Improve online presence
- Increase conversions
- Improve customer experience
Creating content is definitely not about creating #allthethings and then sending them sporadically out there into the internet abyss and hoping they do something for your business. You need to have a content marketing strategy in place so you have content types strategically matched to your audience and goals.
Why you need different types of content
A mix of different content types is needed because:
- different segments of your niche will be attracted to different media,
- different platforms prioritise different content types
- different content pieces are needed to support different phases of your customer’s journey
The exact types of content to use really depends on what you’re selling and who you’re trying to reach. If you haven’t yet worked out who your ideal client is, start here with this free workbook.
The 3 best content types for attracting, nurturing and converting customers
Numero uno on this list is…
With more than 3 billion searches a month on YouTube and the evergrowing popularity of Facebook Live and IGTV, it’s obvious that more and more people are choosing to view videos online.
Lyfe Marketing tells us that video is the best type of content marketing for reaching and engaging your target market, regardless of your industry.
So, if you want to increase your audience reach, then get recording.
We also know that videos help to deliver messages more effectively in a shorter amount of time. In fact, viewers retain 95% of a message when they watch it in a video, compared to 10% when they read it in the copy.
However, if you’re new to the medium, don’t be daunted by videos as a type of content. There are many online tools available that make video creation easy (and fun!) for beginners. And if you’ve got one of the latest smartphones at your disposal, well, you’re pretty much a video pro already!
How to use videos for content marketing
Don’t feel like you have to be front and centre in your videos. There are various types of videos that you can use for your content marketing, including:
- Product demo videos
- Brand videos
- Event or conference videos
- Educational or how-to videos
- Expert interview videos
- Animated videos
- Live videos
- Behind-the-Scenes videos
- Go-Pro videos
- Short snippets videos
- Welcome videos
- Introduction videos
- Facebook Live / IGTV videos to share an update or message
And the list continues…
If you’re unsure where to start, simply repurpose some of your already existing content into a video – this is a popular, effective, and easy way to increase your reach.
When to use videos in your content marketing
Videos can be used within all stages of your customers’ journey, from awareness through to evaluation, and eventually purchasing your product or service. Upload to YouTube or Vimeo and then embed your videos on web pages, landing pages, sales pages, in emails, and on your social media profiles.
In their very first interactions with your brand, your customers could view social videos, explainers or how-tos to find out more about what you have to offer.
It’s important to include calls to action in your videos to help guide your customers on what to do next.
As they move into evaluating your brand, you could offer webinars, landing page promotional videos, or product demos to further enhance your marketing efforts.
When it comes to buying from you, you can work to close the deal by offering up testimonial videos. Hubspot also recommends using personalised videos and cultural videos that sell viewers on the quality of your product or service to their lives during the close.
Of course, your customers’ journey doesn’t end there. Consider encouraging additional purchases or rave reviews from customers through the use of thank you videos or onboarding videos.
By engaging with the customer at every step of their journey with your brand you’ll also be working towards improving their customer experience and this can have a massive positive impact on your sales.
Blogs are the classic LBD of content marketing and when done correctly there is no reason why you wouldn’t see an increase in traffic, leads, and sales.
For businesses, blogging as a content marketing activity makes sense because it has the longest online life span and can, therefore, bring you the greatest return on your investment.
Think about it: when you publish a blog to your website it is working for you 24/7 to attract traffic and nurture those leads into sales. And it will continue to do this until you remove it from your website.
How to use blogging for content marketing
When you consistently blog, you’re creating fresh content about your business, product, or service.
When you correctly structure your blog (for readers and the Google gods) and you use keyword research to inform your content, you’ll end up driving more organic traffic to your site from online searches.
With all this traffic coming to your site, you’re going to have more opportunities to:
- Build your credibility in your industry
- Increase your brand awareness
- Grow your email list
- Drive more sales
New businesses can release multiple engaging and high-quality blogs each week to start attracting organic traffic and build an online presence. Once website traffic has increased, you can move to a slower release of content. The focus is on optimised attraction content, published consistently.
Mid-level and larger businesses can release fewer, but longer-form blogs in order to demonstrate credibility, increase opportunities for internal linking strategies and start working on some serious backlinks to boost your website’s SEO. The focus is on optimised attraction and nurture content.
All businesses that use blogging as a marketing tool need quality content that is up-to-date, optimised for search, and consistent. Yes, that means going back through old posts and refreshing blogs so that they remain current and relevant for the target market.
When to use blogging in your content plan
Short answer: all the time.
Long answer: Essentially you’re going to use blogging consistently in your content marketing efforts. Honestly, if you don’t have one, then we strongly recommend you start one, today!.
But blogging needs to be planned out thoroughly and should link up to other marketing efforts that are nurturing leads and driving sales.
We would recommend including links to your relevant blogs when you:
- Launch a new product or service
- Send out any email marketing campaigns
- Undertake social media campaigns
- Create content for sales funnels
- Want to help your customer find out more information
- As a customer service tool (saves you from writing the same answers repeatedly)
Key elements to incorporate if you’re blogging for business:
- Quality – the article needs depth to captivate the reader’s attention and keep it.
- Structure – it needs an introduction, middle and end. Ideally, the intro needs a hook, and the ending needs a clear call to action.
- Optimisation – if you’re blogging at all, SEO opens up your blog to more potential readers and customers. And you want more customers, right?!
And the last on the list of best content types for marketing is…
#3 Visual Content
Approximately 65% of us are visual learners so if you don’t include visual content in your marketing strategy, you’re potentially missing a pretty big chunk of your target market.
It is also becoming increasingly clearer that visual content has a distinct impact on reach, engagement, and conversion.
So if you’re looking to set yourself apart or increase your brand engagement, investing in visual content in one way or another is a good place to start.
How to use visual content
Complementing your written content with visuals can help to engage your audience, make your content more interesting, and help to make your messages easier to understand. It also helps to capture attention when people are scrolling.
Visual content is also a great way to showcase your brand and build that awareness and shareability factor (who doesn’t want to go viral?).
There are different types of visual content and you don’t need to invest in all of these, all of the time. But consider including some of these in your overall strategy:
- Stock photography
- Data-driven images
- Signature branded images
- Photos of you (or your team)!
When to use visual content
You are likely using visual content in a lot of your marketing efforts, however, if you want to further improve your engagement and nurture sales consider using visuals within:
- Email campaigns
- Longer-form content such as white papers or guides
- Social media marketing
Also, consider investing in brand visuals and a colour palette to further help solidify your brand awareness within your market.
Which are the best content types to market YOUR business?
While the above listed content types are undeniably powerful, the right content types for your specific business may vary. Finding the right content types for your business really starts with defining their purpose, audience and goals.
If you don’t know why you’re creating specific types of content now, stop and think about:
- Why are you creating each piece of marketing content?
- What goal do you want to