Content Marketing has rapidly become our go-to method for branding media in an environment where people want their information free and easy to access. If your company isn’t using at least half of these resources or more to brand themselves, consider yourself either in the danger zone or close to it.
Websites in general are the most common form of content marketing and are a given at this point. At the same time, microsites are just as important to your branding strategy. Mobile marketing thrives on microsites and gives QR codes a reason to exist. Just make sure the microsite differentiates itself from the home site and gives consumers a reason (incentive) to visit it.
9. White Papers
The beauty of white papers is that they are known to be one of the most informative ways for an interested prospect to learn more about you. When I see a white paper with a clear focus in something I’m interested in, I am almost guaranteed to read the entire thing. The simplicity, credibility, and accessibility of white papers make them essential for any business.
Although they are not for everyone, webinars are fantastic tools for reaching a wide audience very quickly and keeping those prospects. They allow real-time feedback that can still be monitored and controlled, and webinars are ultimately far less costly than conferences while delivering even more effective results and engagement.
People love podcasts and RSS feeds for the same reason they love television. Keeping up with an episodic series of interesting content is addicting and satisfying. Creating a quality podcast with a loyal following is one of the best ways to network with people who are the most likely to do business with you.
When handled incorrectly, email and newsletters become spam and do a lot of damage (spamage?). The key is to remember that the purpose of email is to share and promote, not enforce. When handled correctly, email newsletters become your trump card for generating reaches and leads for your company.
Basically, an E-book is just a longer version of a white paper. They both set out to do the same thing (inform under the pretense of providing a solution to your problem), but your decision between the two comes down to how much information you are looking to disseminate.
Most people are visual, which means that your marketing strategy hinges on being just as aesthetic as it is informative. The truth is that infographics end up being one of the most persuasive forms of content marketing just because people are more likely to read through the whole thing and retain more of the information.
People don’t want to read paragraphs of text when they can just watch a video that is short, punchy, and to the point. Like infographics, people are more likely to remember more information from video, and high-quality videos lend an enormous amount of credibility to your brand, ensuring trust in what your company can deliver.
2. Q&A Sites
The reason these sites are becoming more popular is because they are essentially a forum for problem solving. Marketers are realizing that they can find interested prospects very easily just by networking on popular sites such as Quora and LinkedIn. Before you begin answering those industry questions, however, make sure you have the sales pitch needed to handle the likely competition.
Blogs lend a personal touch to an otherwise impersonal slew of communications your company has with its prospects. Unlike Q&A sites, your company’s blog is indirect, in that it is attracting people to your site for content rather than a sales pitch. This makes your company stand out when it comes time for that person to look for the service you’re providing, and bolsters one of the largest audiences you can accumulate online.
Jon Negroni is the Director of Public Relations, Promotion, and Marketing at Richter10.2 Media Group. For more information regarding Richter10.2, check out our introduction video here.
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