The most important thing about content marketing is to always be the best answer anyone is looking for on the channels they are looking for you on. The way you answer your potential customers is through the use of valuable content. But what type of content? And how often? We recently attended the Social Media Success Summit and there was a presentation by Lee Odden on "How to Create Content That Will Win You More Fans, Customers, and Advocates." Especially for social media marketing, it is important to provide all four types of content to stimulate your readers in every aspect without over promoting your business. These four content types can be used in unison to attract, engage, and convert your readers into customers.
1. Curated - Themed content that is collected and organized such as statistics, quotes, practical tips, news, lists, media. This type of content is easy and efficient. It drives social shares and is useful to the audience. This content aligns with the brand and integrates well. Unfortunately, this type of content has less value, is not original, and cannot be used as a stand alone tactic.
2. Evergreen - Content that is timless, useful, and robust such as an in-depth guide, how-to article, tutorial, history of a topic, stats collections, and FAQs. Evergreen content has a long shelf life. It requires deep engagement and attracts links and shares. It provides many repurposing opportunities. This type of content takes a substantial investment with longer development time.
3. Co-Created - Content created by a partnership that has mutual value for both of them such as small and medium sized enterprises, employees, industry, influencers, customers, and partners. This type of content is a quantity of quality. It builds high awareness and is shared by influencers. As a collective experience, it is thematic and creative. However, influencers can be tricky. There is no guarantee of quality or shares and this type of content is not a lead generation tactic.
4. Repurposed - Deconstructed content that is a personalized version of the original such as blog posts, infographics, videos, and social shares. Repurposed content is efficient and can be personalized by segment, platform, or geography. It extends reach and engagement while fueling other programs. The overuse of this type of content can cause a negative effect on your business. It can also be an SEO liability.
To attract your customers, you will use your blog, social networks, direct social messages, email, and search. However, in order to engage your potential customers you have to offer value in the form of eBooks, slideshares, infographics, and other microcontent. When you're ready to convert, you can entice your customers with downloads, registrations, and socia media share/like requests. When all is said and done, it is important to measure your success from the top of the funnel all the way to the bottom in order to know the best way to connect with customers.
We believe great content can also lead to customer loyalty. With great content, readers are going to keep coming back. Visit our blog for more valuable content pertaining to your business and how to attract, engage, convert, and delight your current and potential customers.