Many of us have heard the saying “content is king.” It has earned this reputation because it serves many purposes, including driving new eyes to your website, educating prospects down the sales funnel, and generating leads.
Many potential telecom, IT and cloud services clients we speak with hear the phrase “content marketing” and think only of blog posts. Although blogs are one type of content (and a great one at that), there are many other options available to showcase your expertise.
Below is a breakdown of all the different types of lead generation content and how each one best suits certain business goals.
Blogs are the type of content most people are familiar with. They are a simple and inexpensive way to build trust and appease Google’s search algorithms, if optimized properly. Blog posts are typically around 400-600 words and should demonstrate expertise on a subject. If you ramble on or are just writing for the sake of posting something, readers will catch on quickly. Check out our tips on how to write a good blog post.
According to a study by WordStream, one-third of all online activity is spent watching video. Because of this, many businesses have implemented video marketing into their content strategies.
Video is a great way to elicit emotion from the viewer and present a lot of information in a short amount of time. Telecom and IT companies can leverage this medium with videos such as:
- Customer testimonials
- Product launches
- “Live” updates from a Channel show
- Partner interviews
Infographics are a long-form visual design, typically around 250 words, that present a specific topic in a fun and visual way. Infographics typically use the following design elements to present information:
Although an infographic is branded to the company that releases it, it is usually meant to be kept strictly educational. More on that here.
Infographics are a great way to break up the monotony of plain text blog posts. They are also useful for educating potential or existing clients. Do you keep getting the same questions about UCaaS, for example? It may be time to present the answer in an infographic to utilize in future discussions.
Because they are so visual, infographics get a lot of engagement on social media, which helps to boost your authority with the platforms. You can also use them in email campaigns or as a lead bait download. As you can see, infographics are a versatile addition to any content marketing plan.
Memes (pronounced “meems”) present a concept, catchphrase, quote, or statistic in a sentence or two with an optional accompanying graphic or photo. Memes make the most impact when kept simple and visual. For example, Facebook’s recent update allows users to change their status using different font sizes and colors. This is a great example of the growing trend toward more visual content.
Although memes can be self-promotional, they typically get the most engagement when they are funny, informational, and/or clever. Memes are also a great way to post announcements such as awards, events, or congratulations. Memes can also contribute to lead generation.
A case study tells a story about an existing or past client and how your business was able to help that client succeed. Case studies can vary in length depending how much research is included. Whether used in the sales process or available on your website, case studies are a great way to tell a compelling story and build trust among prospects.
Long-form content lives on a business’s website and is available for download for interested readers. Specifically:
- A white paper is an authoritative report that, according to Investopedia, “promotes or highlights the features of a solution, product, or service.” White papers are usually around six pages and are in PDF format.
- E-books are a more in-depth type of long-form content that give even deeper insight to an area of expertise. These are also typically in PDF format and are available for download on a company’s website. E-books are usually free in exchange for the viewer’s email address.
Long-form content helps with online visibility and establishing expertise and thought leadership in the industry. Its also a great excuse to reach out to your email list and re-engage prospects. This type of evergreen content can be really useful in the sales process to educate prospects and increase site traffic.
It should go without saying that a content marketing strategy should be part of your overall ongoing marketing plan. Creating these pieces in isolation will likely not give you the results your looking for, so if you’re lacking a plan, start there.
If you need help developing an effective content marketing plan or creating any of the pieces mentioned above, we’re here to help! We can create all of the content mentioned above a la carte, or as part of our Web Triangle program. Contact us to learn more.