Content Marketing: 5 ways to keep it interesting
Content: Keeping it varied
Producing great content is what we do, right? Content marketing.
The content people want, the content that answers their questions, solves their problems and most of all the content that encourages people to believe in you and trust you.
Great content helps with visibility and will get you ranked on Google, Bing and Yahoo.
The question we need to address is how to keep our content fresh, interesting and clickable.
Is it only stunning articles and blog posts that will draw in the hordes or could mixing it up a little get more interest, clicks and sales?
Of course, content marketing is way more than just writing articles.
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Let’s have a look at the top five alternatives to traditional article or blog post. This list is by no means exhaustive, but can serve as a starting point for your own creativity and ideas on how to keep things interesting, fun and profitable.
That video is here to stay, I think is a given. The viewing statistics for YouTube are an eye-opener:
- They have over a billion users and each day those users watch a billion hours of video.
- YouTube reaches more 18 to 49-year-olds than any cable network in the US.
- And interestingly more than half of their views are on mobile devices.
These videos range from vloggers documenting their lives and passions to educational videos for every subject under the sun and a whole heap of corporate content. Why not you?
The opportunities to incorporate video into your content plan are endless. Explainer videos, product demonstration videos, turning your articles into videos with voice-over, the list goes on and on.
However, if you want your video to convert well; that is, drive sales and signups, it has to be scripted. A well-written script can really make the difference, even if you can't afford professional video production.
As Neil Patel from QuickSprout says, 'it's all about the script, not the video'.
Some companies do a regular weekly video explaining and interpreting complex, new ideas from within their market. An example would be Rand Fishkin's Whiteboard Friday form the SEO company Moz.
An infographic is a way of presenting often complex information and data in a visual way that is easier to understand and digest.
The beauty of infographics is that they get viewed more, shared more and linked to more than most of the other content types.
If you have an in-house graphic designer they'll be able to produce visually stunning infographics or otherwise's you can find a graphic artist on a site like Visually.
It is possible to design an infographic very cost effectively using a site like Canva, which has a range of infographic templates that are fully customisable.
Infographics are the perfect solution for communicating data, research, statistics, in fact almost anything, in a pleasing, easy to digest visual format.
Bear in mind that to get the shares and clicks that you want, as with all the content you produce, the infographic has to be fantastic and of course relevant to your desired customer base.
Think of a guide as a really long article on a subject that will solve a problem or a number of problems for your ideal customer.
The need to be visually appealing, easy to navigate and well written.
As well as using a writer who this is good at getting ideas across in an uncomplicated easy to understand way it is also important to recruit a capable designer, if you haven't got one in-house, to give the guide look and feel that will encourage engagement and shares, hire a freelancer.
Guides are great as lead magnets to collect email addresses and build a list of potential customers looking to hear more from you.
4. How to
How to articles are fantastic for addressing common problems that your product or service can alleviate.
They are generally in the format:
- Introduction of the problem
- Identifying the solution
- Discuss how the solution solves the problem in detail
- Conclusion and call to action
The more thorough and detailed this type of article is the better. Think diagrams, videos, charts and pictures which will all add credibility, interest and promote shareability.
5. Case Study
What is a case study?
A well written case study is an inspiring success story.
It describes how your product or service helped solve a customer problem in a unique way. The case study says:
- Here's what we do
- Here's how we do it
- And these are the results we got
It's important that the case study offers some interesting information and isn't an exercise in marketing.
Writing your case study you need to look at these areas:
- Start with a brief summary and a preview of how things turned out
- Discuss the problem that your client was facing
- Detail the solution that you offered; step-by-step
- Present the results and how it was sucessful for your client
- Write a conclusion and a call to action
By varying the type of content that you provide, you are casting the net that little bit wider by appealing to people who prefer visual content (video and infographics), those who like detailed information on what to do and how to do it (Guides, How to's) and those who are interested in real, relevant success stories that will enhance your credibility and authority and let them see your product in action (Case studies).
Potential customers and prospects have different needs and desires in how they consume content. The more options you offer, the wider readership or number of viewers you can attract, and these people may become customers rather than browsers.