You would bring a knife to a gunfight, so why would you use the wrong type of content to achieve your marketing goals?
Every campaign or product is different, and not every situation is suited to video explainers, email newsletters, or traditional blogs. In fact, using familiar content forms can sometimes be counter-productive, wasting resources and missing potential conversions.
That’s why greatcontent want our clients to find the perfect fit for every content marketing challenge. So let’s dive in and find out more about matching content types works.
What to Consider When Choosing Content Types
As a digital marketer, you aren’t short of potential ways to market products. Just think about the options. From in-depth technical white papers or blogs stressing case studies, to Snapchat memes, YouTube how-tos, and branded videos, there are plenty of ways to reach customers.
Choosing the correct content type matters, especially when marketing budgets are scarce. But by keeping these factors in mind, you should be able to focus on formats that get the job done and really connect with potential buyers.
1. Think about your audience
Above all else, the correct content format is the one that suits your audience best. Content marketing is all about reaching out to specific types of people – the people who are likely to buy particular products.
That’s why targeting teens with 2,000 word explainers about how clothing is produced will do less well than eye-catching stories from Instagram influences. And it’s why technically proficient white papers may sway executives seeking a secure networking solution, while hilarious Twitter memes will fail.
Using video to reach millennials can also pay off for the same reasons. As a 2015 Animoto study of “Generation Y” found, 80% of millennials rely on videos when making purchasing decisions – far higher than other age groups.
So for starters, research your audience and find out what types of content they consume.
2. What captures your brand most effectively?
The right type of content is also the one that allows your products and brand to shine. Again, this will vary depending on what you are trying to achieve.
If you are trying to build trust with a core audience, you will need to pick content styles that give you space to explore themes and deliver informative content. But if you are keen to spread awareness virally, easily-shareable memes and short videos will be preferable.
3. Pick the right type for each marketing channel
A related issue is picking what to use on Facebook, YouTube, Twitter, and what’s more effective as direct email marketing content. Each channel behaves differently and tends to attract a different audience, and what works in one place won’t work elsewhere.
For instance, if you communicate IT solutions via video explainers, you’ll find that YouTube works best, especially if connected to standalone blogs. But shorter videos will connect best with Twitter or Facebook users, who may not be seeking your content directly. If you attract most traffic via your own website, integrating infographics makes a lot of sense. And if you’re concerned with B2B marketing, eBooks come into play.
It all depends on how much attention customers are willing to devote. If you are competing in a low attention/high-turnover setting, simple content works best. If you know that visitors are more engaged, investing in complex content forms can have extremely high conversion rates.
Mix Up Content Types to Find the Recipe for Success
In reality, most companies arrive at a blend of different content styles. The most successful experiment constantly and test each type until they find a mixture that meets their goals. They tend to build profiles of different age groups, creating content that reflects the consumption patterns of those groups. And they always stay in touch with their audience to make sure that content strategies aren’t alienating potential buyers.
As we’ve seen, choosing content depends broadly on: where you post, who you target, and what you sell. Get that mix right, and you’re likely to do well. Make a blunder, and you can miss out on sales bonanzas.
However, whether you source scripts for explainer videos or technical white papers, producing high-quality content is essential. So find a formula that works and get in touch with greatcontent. Our copywriting and SEO experts can work across all major content types, and we can’t wait to help.
Text: Sam Urquhart