4 types of content for marketing your business

Creating and curating actionable content have become essential parts of marketing your business. In today’s digital age, it’s nearly impossible to find new customers online without using unique advertisements that grab people’s attention. There are a wide range of tools at your disposal when it comes to your content marketing efforts, and you should use all of these resources for lead generation.

Unfortunately, some small business owners limit themselves to one specific form of content. For instance, a restaurateur may lean too heavily on blogs to promote new dishes and ignore other advertisements. To create an effective advertising campaign, and maybe even develop a viral marketing campaign, entrepreneurs must use a variety of content that’s both informative and shareable.

Below is a look at four types of content you should consider for marketing your business. Infographics, white papers, blogs and videos can all play vital roles in your lead generation efforts. Using all of these advertisements in concert can bolster your brand and help your company flourish.

Visually dynamic data
Most people respond more strongly to visual stimuli than those that affect the other senses. After all, seeing is believing, and the internet is a visual medium, so content that is dynamic and aesthetically pleasing is usually well-received. As a result, infographics have become very popular and are arguably the most effective form of content marketing.

Infographics are appealing because they allow you to distill data into a visual form. Survey results can be compiled into a presentation. Consumers respond to these advertisements because they’re not lengthy reports. If you’re summarizing data in a 1,000-word report, many readers might ignore the information. As a result, infographics can go viral helping you reach potential customers.

However, infographics don’t spread across the internet without some help. The Content Marketing Institute recommends giving certain partners exclusive access to advertisements. If popular blogs and sites host your infographic, then it may start appearing on other pages.

The written authority
Many businesses rely on articles to become a reliable source of information. This strategy can be effective, but short blogs don’t quite have the authority necessary to help companies become a trustworthy enterprise

White papers are reports that can help your business position itself as an industry leader. Unlike other forms of content, white papers aren’t optimized for shareability. Instead, the documents are meant to create credibility for your organization. The reports aren’t short or easy to write, but they can cultivate an image of authority. When potential clients read a white paper, they know that the data is well-researched and reliable, whereas blogs might not have been as well written.

Promotional aspects shouldn’t be at the forefront of your white paper. According to the Purdue Online Writing Lab, you must articulate an argument before advertising your business in the report. Find a problem that troubles your target audience, explain a possible solution and then tie your company to that resolution. This ensures that readers view your company as a beneficial resource. If you promote too heavily early in your white paper, it might be dismissed as just another advertisement.

Regular articles for a target audience
That said, blogs are still effective for reaching new customers and bolstering a brand online. Regular articles might not create the credibility provided by white papers, but they have another great benefit – value for search engine optimization. Regularly updating your website with new content makes search engines mark are you page as active, which leads to a higher ranking in results listings.

Social Media Today notes that you must understand your audience before blogging. Knowing your readers, who are also your current and potential clients, allows you to write interesting articles that grab people’s attention. If you don’t know to whom you’re writing and marketing, you’ll likely end up causing disinterest among your target audience. Research your core customers to learn what type of blogs are responded to most frequently.

The video revolution
While all three forms of content are effective and interesting, they are static and only operate on a visual level. Consumers can easily ignore or become disengaged with the advertisements, so businesses must find ways to keep people interested.

Video marketing has continually gained popularity over the last few years because businesses have begun to realize how strongly consumers respond to multimedia content. Short clips are sometimes the perfect way to engage an audience with your brand. Additionally, videos provide enhance flexibility over your message. For instance, you can produce a how-to lesson or a product demonstration. You can create any type of advertisement you like to reach new leads.

These are only four of the most popular forms of content. Which do you think is the best? Is there one not on this list you think should have been included?

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Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.