There’s a reason people say “content is king” when it comes to digital marketing. Particularly in the B2B space, your content marketing strategy is essential for connecting with your target audience and establishing your business as an authority.
The problem is that everyone else in your industry wants their content to do the same thing for them. How do you create content that stands out? In this guide, we’ll take a look at the many kinds of content, and how to cut through the noise.
Types of Content
There are many kinds of content you can use to connect with your target audience. Each one serves a slightly different purpose and requires different formatting. This isn’t a complete list of every kind of content, but some of the more common and effective content resources to create.
Blog Posts
Blogs are one of the primary ways to build organic traffic and improve search engine optimization (SEO). While the word “blog” may conjure thoughts of an online diary, what we mean in this context is concise, informative articles that answer common questions your target audience may have. Hint: you’re reading a blog post right now.
White Papers
Similar to a blog post, a white paper is a more in-depth report that explains a technical topic in your industry. White papers are for people well-versed in your industry, so you can explore more complex ideas than with a blog post.
Case Studies
Case studies are a way for you to showcase positive customer experiences. Studies should include results you’ve achieved for your customers. These brief reports help build credibility with potential customers.
Landing Page Content
Landing pages are often the first web page a visitor to your site encounters. Unlike a homepage, the landing page has a specific offer or resource for potential customers.
eBooks
An ebook is a downloadable digital book that offers useful information about your industry. You can include links in ebooks to direct readers to your product/service sales pages.
Infographics
Infographics use images and graphics to convey information rather than long-form text. They are one of the most effective formats for users to consume and understand the content you are presenting
FAQ Sell Sheets
An FAQ sell sheet is a document that answers questions your target audience is likely to have and addresses common pain points. This type of content is a great way to help build trust with your audience.
Structuring Your Content
To encourage visitors to stay on your website, your content should be easy to read. Format your content to guide the reader from start to end smoothly.
Grab Their Attention With a Hook
People often decide whether or not to read through an entire piece of content in seconds. The first sentence should be something that pulls the reader in right away. Address a common pain point or ask a leading question to show the reader you have a solution.
Provide Value
If a potential customer views your content, it should offer something useful. One of the easiest ways to provide value is to answer the reader’s questions. If your content just feels like an ad, your audience will see through it and click away.
Make sure your content is unique and original as well. Find out what your competitors aren’t doing and fill in that gap.
Be Clear and Concise
Nothing makes people stop reading faster than a wall of text. Your web content should use headers, subheaders, and bullet points to break up big sections. Your headers also allow the reader to quickly scroll through and see if the content is useful.
End Strong With a CTA
Wrap up the piece with a brief conclusion and give the reader their next steps. The last thing you want your reader to think after finishing a piece of content is, “Now what?” Include a call to action (CTA) like, “contact us,” or “schedule a free consultation.”
Understanding Your Audience
Your content is more than a marketing tool. It’s a way to make your audience think of you as a trusted resource for their challenges. Before you publish web content, you should identify:
- Your audience’s unique pain points
- The type of brand voice your audience resonates with
- The questions your audience has
Your content should address these things all while being authentic to your brand’s personality.
Reach Your Content Goals
Creating unique, actionable content that provides value is a great way to stand out from competitors in your niche. With a robust content strategy, you’ll see improved engagement and traffic. We can help you reach your target audience with the right content mix.