Launching a multilayered content marketing strategy is the key to getting out there, getting noticed, and getting the leads your brand deserves.
We love blogs. In fact, blog content might even be the “favorite child” of marketing material here at L&T. But that doesn’t mean we don’t love and value all types of digital content marketing. A diverse collection of content – including podcasts, white papers, infographic images, and videos – leads to the best results.
Why? Let’s face it: our target audiences see dozens, even hundreds of ads or other content per day. Producing a diverse, engaging array of content ensures your brand stands out. Graphics? Great for grabbing attention on social media. Video content? A clear, engaging way to communicate a simple message. White papers? Perfect for customers looking to sink their teeth into something more substantial.
Going beyond the blog is a surefire way to reach a wider audience, full of influencers who could sway decision-makers. You never know who could be watching, reading, and sharing the media you create.
Here are a few of our favorite ways to ensure you have one of the best marketing strategies out there:
Whether they tout stats on the rise in kale consumption or the advantage of analytics, infographics are everywhere, and for good reason. They boil information down into digestible nuggets that can be quickly shared across channels.
In a world where many are short on time, infographics draw the reader in with engaging visuals, then present important information on a given topic. They work best as a gateway to other related content like blogs or white papers, driving traffic to your website and moving readers further down the conversion funnel.
Video content marketing can be intimidating, but it doesn’t have to be. Though the initial investment for original video assets can be high, most marketing professionals believe that video content has the greatest ROI of any format. In 2018, 81% of businesses were weaving videos into their effective marketing strategies, and that statistic has already crept up to 87% for 2019. The proof is in the numbers – including a video on your landing page can increase conversion by 80%.
Fortunately, video content doesn’t have to be complicated. Plug-and-play platforms like Lumen5 and Wotchit allow marketers without video experience to put together simple short videos for social media. The platforms provide stock imagery, video footage, music, and text effects to help you quickly create videos and widely promote them.
Most of us have a love-hate relationship with social media, but it’s an incredibly powerful tool for reaching audiences around the world. The key to social media prowess is understanding the nuances of each channel within the social media family.
LinkedIn, Twitter, Facebook and Instagram all have unique tones and audiences, so it’s necessary to create different strategies and content for each platform. For example, a consumer tech company may invest heavily in visual content about its products for Twitter and Instagram, but should probably use LinkedIn as a recruiting channel rather than another avenue for advertising.
For LinkedIn, think business/enterprise audience with posts between 150-300 characters. Tweets run between 140-244 characters, max, and have a much more casual tone. Both Facebook and Instagram posts fall somewhere in between LinkedIn and Twitter in terms of tone and can be slightly longer, but be sure to stay within 400 characters.
Above all else, keeping it simple is key. Social media is fast paced, and users’ attention spans are particularly short within this realm. Have a social media strategy in place to help pave your path to success.
At six to eight pages, white papers are likely some of the longest forms of premium content you’ll produce, but don’t let the length scare you. White papers play an essential role in driving interested audiences toward making a purchase.
Unlike video, social media posts, or infographics, these in-depth pieces focus on audience-specific problems – and, in most cases, how your company can solve those problems. Whereas a SaaS company might talk about general data trends on social media, a white paper would more likely cover an issue with, say, data management and how a SaaS product could eliminate that issue.
White papers are well worth all of the research and writing that goes into them. In fact, 78% of B2B marketers say white papers are an excellent source for lead generation. Most companies don’t need many white papers – perhaps only one per audience per year – but that effort can go a long way toward creating new customers.
A Plan in Place
We’ve only scratched the surface of the available digital marketing content options, but the list above is a perfect jumping-off-point for those looking to expand their marketing approach.
As you take the next step, it’s important to have a well-executed editorial plan. This will guide you from quarter to quarter and help frame your goals and accomplishments. It won’t be long before you notice you’re reaching larger and more engaged audiences than ever before.