Implementing a robust content marketing strategy to drive traffic, nurture leads, and make more sales means knowing which types of content to distribute and when.
There are many different types of content marketing strategies, and each can help you to connect with your customers in different ways, at varying stages of their buying journey.
Each content channel you choose to use will have its own purpose, audience, messages, and measurement metrics. The details of these should be captured within your overarching content marketing strategy.
In this article, we’re going to focus on the 3 most effective types of content marketing strategies for businesses and delve into how and when to use them in your overall marketing efforts.
Types of content
There are many different types of content, including:
- Case studies
- Social media posts
- Visual content
- White papers
And a whole lot more.
The purpose of creating these different types of content is primarily to inform, engage, and entertain your target market. AKA Attraction Marketing.
Specific content pieces are also created to then Nurture, Convert, and Re-Engage those leads. We call this the ANCR marketing cycle.
Other things that an effective content marketing strategy does is:
- Build relationships
- Solve problems
- Drive traffic to websites
- Increase brand awareness
- Improve online presence
Depending on the types of content marketing strategies you want to use, will change:
- What types of content needs to be created,
- Where the content will be delivered to,
- When it is delivered, and
- How it will be delivered.
Content marketing is definitely not about creating all the things and then sending them sporadically out there into the internet abyss and hoping that we make profits, and fast.
It’s all about being holistic and strategic and then optimising for even better results the next time.
Why you need different types of content marketing strategies
A mix of different content marketing strategies is needed when you create your marketing plan if you plan to use a number of different media channels.
For each of the content channels, you will utilise specific content types and a specific marketing strategy for each content type on each content channel.
This may include specific strategies to attract different audience types, to achieve different goals, to utilise the algorithms, etc.
Let’s say you want to use Facebook, a Facebook group, mailing list and your blog as your primary marketing channels.
Your content for Facebook may include a mix of content types including branded graphic images, text-only posts, links to blog articles and live videos. Their primary goal is to build brand awareness, build trust and recognition, and get people onto your list or website.
Your blog content may be a mix of text-only and multi-media posts that are both educational and personalised. Their primary goal is to attract traffic from search and nurture readers into becoming leads or buying.
Your Facebook Group may be a place where you share text, photo and video posts. Their primary goal is to nurture and build relationships, and build your credibility and referral network.
Your mailing list may be where you deliver written content that nurtures leads into buyers. Its primary goal is sales conversion.
Using the above example we now have our content channels, and content types.
Then there is another layer of the content marketing strategy which digs into how to structure each of those content pieces to achieve their desired goals.
For example, if you use Facebook, you would consider the aesthetics, wording, and timing of posts to boost exposure in news feeds, warm the audience or drive the click or purchase.
Even the structure of a Facebook live would have its own mini-strategy. For example, how to start the video, how to position the content and keep people engaged, how to get more eyes on the video content, and how to end the video so that it achieves its goal.
So as you can see, even with just a few content channels and content types, there are quite a few considerations and layers to building out your content marketing strategy.
The exact types of content marketing strategies 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.
Which content marketing strategies should you use?
Effective content marketing strategies need to be holistic, considered and have purpose!
If you don’t know why you’re actively creating content for a particular content channel, stop and think about it right now.
- Is it where your target market are spending time?
- What content does your target market consume on that content channel?
- What makes your target market engage, click and buy on that content channel?
- Is it the right channel fit for your brand message and purpose?
- What structure does your content need on this channel to effectively achieve your goals?
- Does the channel align with your brand?
- Does the channel offer the functionality for accessibility and engagement in the way that you need to meet your goals?
- And, most importantly, how do you enjoy showing up on that channel?
Answering these questions will help you refine your current content marketing strategy and open up the conversation on how to further develop your marketing plans.
How to get started with developing a content marketing strategy
Our approach to content marketing always starts with:
- What is the purpose?
- Who is the audience?
- What are the goals?
- What are we “selling”?
We then look to:
Regardless of which content channel or content type, this is where we recommend you start too.
Now over to you…
Are you ready to dig into mapping out the different types of Content Marketing strategies you’re going to utilise for your business? Check out our Complete Content Marketing Toolkit to get you started.
Need a helping hand? Have your content marketing strategy created with one of our in-house content marketers, book in a free discovery call here.