Introduction
Now that you’ve established your goals and target audiences, you should be able to lay out the types of content that will help you reach both. Here are examples of content that might helps you achieve specific content marketing goals:
Goal: Increase brand awareness in key markets or verticals
You’ll want to create content with a bit of a broad appeal. It should illustrate your expertise, but be helpful to a wide-range of people, not only those using your products or services.
Useful content types will likely include:
- Videos tutorials
- Client success stories or case studies
- Culture-jacking social media content with mass appeal
- Practitioner blog content
Goal: Drive traffic back to your website
If you’re looking to drive people back to your web properties, you should focus on creating content that’s easy to find with strong ties to your industry or business.
- Useful content types will include:
- Targeted social media ads
- SEO-optimized blog content
- Guest posts on popular industry blogs
- Email newsletters
Goal: Increase signups
To increase signups, your content should illustrate the benefits of your particular product or service while including a clear call to action, encouraging people to sign up or try it out. If your prospect pool is quite niche, the subject of your content should focus on that niche. If your business has mass appeal, try and create content that more people who be interested in seeing and sharing.
- Useful content types will include:
- Product demos
- Video tutorials
- Targeted social media campaigns/ads
- Thought leadership content, including publishing in major publications
Goal: Drive to a lead generation landing page/form fill
To drive people to lead generation forms, you need to create content that is detailed and helpful enough that people will be willing to exchange their information for access. Either that, or offer an incentive that they can’t resist.
- Useful content types will include:
- Gated content: white papers, guides, toolkits
- Webinars
- Live product demos
- Contests
Content Marketing Strategy Tip: In addition to catering to your target audience and meeting the requirements of your business goals, you will need to decide kind of content your marketing team is best suited for. If your team lacks a videographer and can’t afford to outsource one, you may not want to make videos your focus. If you’re a startup and don’t have any major clients, case studies aren’t really an option for you. Find the content types that best suit your strengths and resources, and make them your priority. You’re not trying to reinvent the wheel, just highlight your strengths and drive business with great content