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A few years ago, you might often hear people saying that "content is king" whether or not they truly understood what that meant. I talked to a friend the other day and he asked me, "is content still king as social media is getting all the attractions.
Content was, is and will be king, no matter what platform the content is on. Let me share seven types of content that are helpful supporting marketing objectives to both B2B and B2C industries.
The wrong question you may often hear is, is blogging for B2B? The answer is yes and you should ask what content you should generate for blogs to make it work. Producing both search engine friendly and compelling content is important promoting your posts out to the crowd.
Virtual Events (e.g. Webinars)
Highly interactive virtual events are found to be a cost effective way by many marketers. B2B marketers specially find webinars effective for generating leads and interacting with prospective customers.
White Papers & e-Books
What I found to be a helpful tip marketing with white papers is that, keep your copy short and to the point. Sometimes, long white paper can backfire. Make sure the content of the white paper is rich and well written.
The beauty of white papers, compared with some other types of content like webinars, is that they can be passed along by readers to others who are interested. I met a telecom company not along ago, being part of my consultancy business to a media company, and they recognized me after I introduced myself as someone inside the organization sent an article I wrote to other members of their marketing team.
Video can be costly to companies but it’s not necessarily very expensive; don’t waste your creativity. People love videos but don’t forget the fact that they hate boring videos; make it fun and engaging. Videos gone viral will be very powerful with high ROI. Check out Listerine’s campaign here.
Research Report, Study
Data-driven research report and studies are powerful weapons positioning yourself as experts in certain fields.
User Generated Content (UGC)
UGC make good use of the public wisdom. Not necessarily your consumers but also your employees and co-workers. The essential part is encouraging them to actively share content.
Podcasts are not dead though it’s not a popular type of content nowadays. There are many occasions your prospects would prefer to consume content with “ears” such as in transportation and bathing.
Experiment with different types of content creation and identify what work best for your business. And, remember, content creation is just the start for meeting your business objective; it’s very important you distribute your content to the targeted audience.