Types
- Written content
- Original research
- ‘How-to’ solution-focused content
- ‘Hub-and-spoke’ authority content clusters
- A glossary
- Video content
- User-generated content
- Social media content
- Lead magnets
- Case studies
- Multi-channel content
Key Elements
- Tell powerful stories.
- Be honest and open.
- Personalize where possible.
- Quality over quantity — but if you can have both, then do.
- Employ visual content at all costs.
Personalization
- Audiences naturally gravitate toward brands they relate to on a personal level – whether they share a sense of style, a passion for a hobby or activity, or an affinity for a value or belief.
- The more your audience can see themselves in your content, the more likely they’ll engage and act on it.
- Think of your customers as people with emotions, just like you. How do you want to make them feel? Personalization and emotional connection are key.
Education
- What’s even more powerful than showing you understand your customers’ concerns and challenges?
- Providing them with the tools and know-how to overcome them.
- Delivering educational insights and tactical advice is a staple of content marketing
your content becomes a living testimonial that your brand has more to offer than products and services. - Give behind-the-scenes solutions
- tell the stories people want to hear
- provide solutions to specific problems for specific people
Authentic storytelling
- Storytelling releases the feel-good hormone oxytocin. And if you can get your audience to feel emotion with your story, they’ll trust you — and they’ll buy from you
- Be human. It’s the one trait you and all of your customers have in common
- builds trust and belief
Inbound marketing with content
Create top-notch content. This may seem like an obvious statement, but quality and relevance trump quantity.
- Attracting
- Converting
- Closing
- Delighting
Answer all customer’s questions
- share the facts. And, people loved their transparency.
Create quality visual content
- infographics can potentially double traffic, according to entrepreneur Neil Patel.
- Posts with photos are proven to engage users more than those without.
- You see a funny/great/slightly weird picture or meme on social media and you share it. It creates a personal connection
Invite influential thought leaders to play with your brand
- infographics can potentially double traffic, according to entrepreneur Neil Patel.
- Posts with photos are proven to engage users more than those without.
- You see a funny/great/slightly weird picture or meme on social media and you share it. It creates a personal connection
Create a hashtag
- Create and use uniquely recognizable key phrases to provide a space for like-minded fans to gather, express their ideas, and show off their skills.
- don’t arbitrarily stuff popular hashtags into all your brand’s posts in the hopes of capturing unearned attention
Talk about issues they care about
- like sustainability; diversity, equity, and inclusivity; and giving back to their local communities.
- 2021 Survey Monkey research found 78% of consumers say they made a purchase based on values in the past year, and 55% say they are much more likely to purchase from a company that shares their values.
Highlight the people behind your products
- Behind-the-scenes videos are a great way to make your company and team personable and relatable
Enhance your online events with unique offers
- exclusive downloads
- live networking chat rooms
- one-on-one conversations with your speakers and sponsors