It is crucial in today’s digital world that businesses establish a strong online presence to stay competitive. The most important and effective way to achieve this is through content marketing. Content marketing is the practice of creating and sharing valuable, relevant, and consistent content. The goal is to attract and retain a clearly defined audience, ultimately driving profitable customer action. Word of mouth simply doesn’t cut it anymore. For a company to maximize their reach, they must invest in a content marketing plan.
There are four main types of content: written word, audio, video, and graphic design. Each type can be used to convey a different message and reach a different audience. Written content, like blog posts and articles, can establish a company as a thought leader in their industry. Audio content such as podcasts can provide valuable insights and engage with audiences on-the-go. Video content, such as product demos and explainer videos, can showcase a company’s products or services in an engaging and memorable way. And graphic design, including infographics, banners, and social media graphics, can convey complex information in an easily-digestible format.
The importance of a content marketing campaign for building awareness cannot be overstated. By creating and distributing high-quality content, companies can establish themselves as experts in their field, build trust with their audience, and ultimately drive more business. In fact, according to the Content Marketing Institute, content marketing can generate three times as many leads as traditional marketing methods while costing 62% less.
At EVERNET Consulting, we understand the importance of a strong content marketing strategy for any business. That’s why we offer a range of services to help companies of all sizes create and distribute high-quality content that drives results. From creation to distribution and analytics, we can help your business build a strong online presence and brand awareness through effective content marketing.
Forms of Content Marketing
Written content is a crucial aspect of any content marketing strategy. It can be used to establish a company as an expert in their field, supply helpful information to clients and potential customers, and ultimately drive business. Here, we will discuss the various types of written content and provide tips for creating effective written content.
Blogs: Blogs are one of the most popular forms of written content. They can be used to provide insights, share stories, or offer solutions to common problems. Search Engine Optimization (SEO) is also extremely important when it comes to blogs. By optimizing for relevant keywords and phrases, businesses can improve their visibility in search engine results and attract more traffic to their website. Blogs can be used to deliver quality information to current or potential customers while also getting them to interact with your site.
E-Books: E-books are longer-form written content that can be used to provide in-depth information on a specific topic. They are typically gated behind a form, requiring readers to provide their contact information in exchange for access. This can make e-books an effective lead generation tool, providing value to potential customers while also capturing their information for future marketing efforts.
Newsletters: Newsletters are a great way to keep customers and prospects up-to-date on the latest news and offerings from a company. They can include updates on new products or services, industry news, and educational content. Newsletters can also be personalized based on a customer’s interests or previous interactions with the company.
Email marketing: Email marketing is another effective way to distribute written content. It can include newsletters, promotional emails, and other forms of communication with customers and prospects. Email automation through Customer Relationship Management (CRM) tools can help personalize and streamline the email marketing process. This provides a more targeted experience for each recipient, while also taking the burden off the business.
Tips for creating effective written content:
- Know your audience: Understanding the interests, pain points, and goals of your audience is crucial for creating content that resonates with them.
- Focus on quality: Creating high-quality content that provides value to your audience is more important than quantity. Avoid “fluff” or filler content and instead focus on delivering valuable insights or solutions.
- Use a strong headline: A strong headline can make all the difference in whether someone clicks to read your content or not. Use attention-grabbing language and ensure the headline accurately reflects the content of the piece.
- Incorporate visuals: Including visuals such as images, infographics, or charts can help break up text and make the content more engaging and memorable.
- Optimize for SEO: When creating written content, it’s important to consider how it will be found by search engines. Conduct keyword research and incorporate relevant keywords and phrases throughout the piece.
The written word is a powerful form of content marketing that helps businesses demonstrate value to customers and ultimately drives business. By creating high-quality content that is optimized for SEO and personalized to the interests of their audience, businesses can establish themselves as authorities in their industry.
Audio content, which is typically in the form of podcasting, has become increasingly popular in recent years. Podcasts are essentially audio recordings of discussions, interviews, or other forms of audio content. They can be listened to on demand, making them a convenient way for people to consume information on-the-go or while multitasking.
This form of content can boost brand recognition by providing a platform for businesses to share their expertise, showcase their products or services, and build relationships with their audience. By creating regular audio content that is interesting and informative, businesses can establish themselves as thought leaders in their industry and attract a loyal following.
Creating effective audio content requires attention to detail regarding sound quality and content. It is important to invest in good recording equipment and editing software to ensure the audio is clear and easy to listen to. Additionally, the content should be engaging and educational, providing value to the listener and reflecting the brand’s expertise and personality.
When it comes to hosting audio content, there are several options available. Popular platforms include Apple Podcasts, Spotify, and Google Podcasts. It is important to choose a platform that is easy for listeners to access and navigate.
Audio content can be a useful form of content marketing that improves brand awareness. By creating high-quality audio content that is captivating and informative, businesses can attract a loyal following and provide value to their audience. With attention to sound quality and content, businesses can create effective audio content that resonates with their audience and drives growth.
Video content has become one of the most effective forms of content marketing in recent years. It offers businesses an engaging and interactive way to showcase their products or services, and builds relationships with their audience. There are several types of video content that businesses can utilize to attract and engage their audience, including vlogging, product reviews, and whiteboard videos.
Vlogging is a popular form of video content that involves creating regular updates that showcase a business’s products or services, or provide valuable information to their audience. Vlogs are a great way to humanize a brand and provide a behind-the-scenes look at a business’s operations. They can also help establish a personal connection with their audience.
Product reviews are another effective form of video content that can help businesses build brand awareness. Such reviews provide valuable information to potential customers and can help them make informed decisions about purchasing a product or service.
Lastly, whiteboard videos are a type of animated video content that can help businesses explain ideas or concepts in a simple and engaging way. They are often used to create valuable educational content for a business’s audience and can help establish the business as an authority in their industry.
Here is an example from our own EVERNET YouTube channel on Network Security:
Creating effective video content requires an attention around picture and sound quality, as well as graphics and editing. It is important to invest in recording equipment and editing software to ensure the video is clear and well-produced. Additionally, businesses should ensure that the content is interesting and providing value to their audience.
Graphics can also play an important role in creating effective video content. Businesses should consider using graphics to highlight key points or to create visual aids that help explain complex ideas. This can keep the audience’s attention and make the content easier to understand.
Video content is a powerful tool that businesses can use to build brand awareness and engage their audience. By creating video content, businesses can demonstrate value with content that resonates among their target market. With an attention to qualify, graphics, and editing, businesses can make effective video content that drives business growth and helps achieve their marketing goals.
Graphic design is a critical component of content marketing, as it can capture the attention of an audience and convey messages in a more impactful way. One of the most important places for graphic design is in blog posts. Featured images can help grab the reader’s attention and encourage them to click through to the post. A high-quality featured image can also set the tone for the post and give readers an idea of what to expect.
These images are also an essential part of social media marketing, where they can help businesses receive positive engagement from their audience. Social media platforms such as Instagram and Pinterest are highly visual, and businesses that utilize eye-catching images can attract a larger following and increase their reach.
In addition to featured images and social media, businesses can also use graphics in other forms of content marketing, such as email marketing and infographics. Images can help break up long blocks of text and make the content more visually appealing and digestible.
When it comes to using graphic design in content marketing, quality is key. Businesses should focus on using high-quality images that are visually appealing and relevant to their message. It is also important to optimize images for different platforms and devices. This will ensure that they are displayed correctly and load quickly.
Content Marketing on Social Media
Social media has become a key component of content marketing. It provides businesses a platform to reach and engage with their audience on a daily basis. The shareability of social media content means that businesses can easily amplify their message and reach a larger audience.
Consistency is crucial when it comes to social media. Businesses need to establish a regular posting schedule and ensure that their content is aligned with their overall messaging and brand identity. This consistency will help build trust and loyalty with a business’s audience, making them more likely to engage with and share the content.
Engagement is another important factor in social media success. By engaging with their audience through comments, direct messages, and other forms of interaction, businesses can build stronger relationships with their customers and increase brand awareness.
Conversion rate optimization (CRO) is also an important aspect of social media content marketing. Businesses can use social media to drive traffic to their website and optimize their conversion rates through email sign-up forms and call-to-actions (CTAs). By providing valuable content and incentives, businesses can encourage their social media audience to sign up for their email list, where they can nurture them with targeted content and promotions.
To maximize CRO through email sign-up forms and CTAs, businesses should focus on creating compelling and relevant offers that align with their audience’s interests or pain points. The language used in these forms and CTAs should be clear, concise, and action-oriented, providing a sense of urgency and value to the user.
Take Your Business to the Next Level with Content Marketing
At EVERNET Consulting, we understand that content marketing is a vast field that offers a lot of options. Starting out can be daunting, and we encourage you to take it one step at a time. Instead of trying to do it all, focus on one or two content platforms and test your ideas. Once you see what works, you can build on it. Consistency is key, and it’s better to do one thing well than to attempt too much and fail.
To determine where to begin, think about your target audience. What type of content do they consume regularly, and where do they spend their time? By combining this information with your interests and skills, you can increase your chances of success. Ultimately, the best content marketing offers value to your audience, addresses their problems, and builds relationships. Keep this in mind as you embark on your content marketing journey.
At EVERNET Consulting, we are dedicated to helping organizations with their marketing needs. We work diligently to find the solutions that best fit the needs of your business. Whether you’re looking for IT support, software recommendations, or guidance on how to get the most out of your content marketing platform, we are here to help. Let’s schedule a discovery call and see how we can help you work smarter, not harder.
Eric is a Business IT cybersecurity advisor, consultant, manager, integrator, and protector who founded EVERNET in 2007. Eric co-hosts a podcast called “Finance and Technology Insights by Brian & Eric” on YouTube. Eric is a regular contributor to the EVERNET blog, writing about the latest technology news and providing his expertise in cyber security prevention and management.