These are educational content used in both B2B and B2C content marketing. You can think of white papers as falling somewhere in the space between articles and formal reports. White papers offer the advantage of highlighting product and service offerings without being overtly promotional.
White papers are often used as downloadable content with the site requiring an email address in order for the user to download the paper. This helps you to grow your email list whilst offering valuable content to site visitors.
These have become a valuable resource in terms of showcasing an organization’s expertise and success. Annual reports enhance prospects, whilst originally being intended for stakeholders, work to elicit interest in the right business circles.
Articles are a little more formal and longer form than the average blog post. They tend to be research-heavy and offer educational and informative content to the website visitor. Articles can help to position a company as a thought leader in their niche by engaging the attention of the reader and offering useful, insightful, advice. They also work to showcase your industry knowledge and bring in new leads.
Content marketing has come to the fore in recent years and the web is now used as a primary source for information. Informed decision making is made easier for the busy professional looking for authoritative partners and well-designed marketing content is key in ensuring that your business attracts the attention of prospective customers.
Originally known as Web Logs, blogs are less formal than white papers or articles and discuss industry happenings as well as present educational content. Good blogs, that are informative, attract attention from prospects on your site and social media. Blogs work to complement your other content marketing tactics.
In order to demonstrate to potential customers how your products can help them, it’s necessary to tell them about it. Whilst blogs, articles and white papers tend to be non-promotional, case studies allow you to showcase what your products and services have done for other business users.
Cheat sheets are a necessary addition to your content marketing strategy. These are similar to data sheets in that they give short-form tips and information that’s helpful to users. Cheat sheets work to detail your processes and align your content in order to offer a more rounded and effective campaign.
Data sheets provide in-depth information about your products or services. They provide technical details and service solutions as well as how they can help customers’ businesses. Data sheets can be used to link to product demo and training videos in order to give further value to the customer.
Digital publishing has come to the fore in recent years, whilst print has declined. We consume content on numerous devices in various forms, including fiction, non-fiction and news. Digital magazines help to cement your brand and make it more recognizable, whilst offering a digested version of your most popular content.
Used in B2B and B2C, eBooks offer a means of providing exhaustive information to the reader, whilst boosting brand recognition. Ebooks are written in an informal manner and can contain imagery as well as text. We offer a full service, from providing the content, to formatting for Kindle and other formats.
Email remains one of the most important aspects of your content marketing. In order to further attract potential customers, eNewsletters are used to showcase special offers, content and industry news. A regular newsletter to a targeted audience helps to maintain your company’s visibility online and off.
These are summaries of reports and white papers which work to further draw content consumers down the sales funnel. They contain condensed information which is presently in a concise manner and focuses the attention on specific content that has already been prepared.
In larger organizations, internal marketing is a necessity if employees are to be fully engaged with the business. HR communications can be used to ensure that employees are aware of company policies and values. In turn, this works to ensure that employees interact with customers and prospects in the right way.
The majority of industries have influential people working to create content and thought leadership in their niche. These influencers can be leveraged to back up content marketing campaigns and endorse products. Developing and maintaining relationships with key authorities in your niche brings immeasurable success.
Whilst written content is very important, a good content marketing strategy includes imagery. Infographics offer a means for presenting content in a highly visual manner, whilst at the same time giving useful, well-researched, information to the reader. Infographics attract backlinks, perform excellently on social media and induce site visitors to further explore your content.
Landing pages are specifically set up in order to compel a visitor to take some action. This can be anything from entering an email address, to signing up for a product or service. Landing pages should provide an excellent user experience (UX) using proven techniques that prompt action. We are expert in crafting landing pages that convert.
Licensed / Syndicated Content
Content that has been previously created and shared by influencers and researchers are often then sold on in order to allow other sites to use it. Syndicated content is usually published elsewhere and reused, with the permission of its creator. These are both beneficial to SEO.
Presentations can be made in the form of a webinar or podcast which grab the attention of the visitor as they can be consumed at any time. Whilst online readers tend to skim articles and blogs, audio and video offer the opportunity for you to hold the attention whilst presenting detailed information.
Microsites offer a means to leverage discussion on specific topics. They can be used to further promote content through another channel, to a different and engaged audience. Microsites can be used by your business and also offer a means for sponsors to deliver marketing content.
Mobile is an integral part of our personal and business lives and is incredibly important to modern content marketing. Apps can help to connect customers to your main website whilst they are out and about using a mobile device.
It’s important that content on mobile is presented in the correct manner, if your business is to make the most of the mobile revolution. Reading on a mobile device is different to any other medium and often, users have different sized screens across devices. Your mobile content should load quickly and be simple to read and navigate, without the need for pinching and scrolling, Well-designed mobile content is a sure-fire way of reaching more prospects and increasing traffic to your main site.
News feeds – customized for your audience
News is an integral part of many business person’s day. By providing current news that’s relevant to your audience, you further increase the authority and usefulness of your site and attract more prospects.
Multimedia content is an important part of the overall content marketing mix. Images, when used in written work, provide context as well as break up text in order to make it more readable. Great visuals help to enhance brand awareness and add further appeal to your website.
Podcasts are extremely popular with users who don’t have the time to engage with the written content on your site. They can be used to provide a digest of all your blog posts, to make announcements and much more. Podcasts are great for getting your content out to busy professionals whilst they are commuting or driving.
Industry-specific print publications can be used to further capture customer attention, especially in a B2B scenario. Whilst they are not as popular as they once were, an article in a print magazine retains the attention of the prospect more thoroughly.
Research – Custom Research
Data is an important aspect to any business and is vital to planning an effective content marketing strategy. Custom research is vital in identifying and targeting the correct audience, and giving you the necessary facts and figures which can be used to direct your content marketing activity.
Research – Market Intelligence
A successful content marketing campaign needs behind it a realistic and thorough understanding of the target market. This is gathered from numerous sources such as market conditions, competitors, market share and SWOT analysis results. Market research intelligence can be gathered from both internal and external sources such as consultancies, market reports and more.
Research – Buyer Insights
In order to successfully market your products and services, it’s necessary to know your audience. Buyer insights (also known as personas) provide information on buyer behaviours, interests and how and when they make a purchase. They are a central part of any marketing campaign and paramount to success.
Research – Reports
The internet provides a huge amount of information which can aid the planning and strategy of content marketing campaigns. When complemented with internal research sources, reports can be generated which inform marketing content.
Every business has to answer to the finance department when it comes to its marketing spend. Providing measurable results is key to understanding how well a content marketing campaign is performing. In order to calculate ROI (return on investment) it’s necessary to compare the cost of launching and maintaining it with its success. Content marketing has many benefits that are difficult to quantify (goodwill, brand recognition, etc.) but proving ROI will always be necessary.
A technical paper is similar to a white paper, but more specific to your products and their technicalities. They offer a means for your customers to understand products and services fully, without any additional promotional content clouding the text.
Tip sheets are similar to cheat sheets and work to ensure content marketing strategy is going in the right direction. Think of them as simple check lists, which are created in order to work through each phase of your content marketing campaign. They enable flawless tracking and a means to see at-a-glance how improvements can be made.
Video – Explainer videos
An excellent tool for increasing conversion rates, explainer videos are short and use animated graphics or a personal presenter to explain in a concise manner a specific product or service.
Video – Demo videos
As a content marketing tool, video has become incredibly popular with consumers and marketers alike. Demo videos offer your business an opportunity to showcase your product in order to gain further attention from prospective clients. A demo video placed on a landing page or in an email can significantly increase conversion rates.
Video – How-to-videos
How-to videos are an educational tool which can be used to explain product features, teach certain techniques to readers and more. They are very popular in the service industry and can be used on your website and across social media to great effect.
Video – Testimonials
Testimonials provide site visitors with social proof which in turn increases trust in your company. Video testimonials are an excellent means for your company to show prospects what others think of your products or services. They provide a compelling motivation for prospective customers to contact your business for further information or to make a purchase.
Web conferences are useful for getting together industry experts and your employees to provide discussion surrounding your content, products or services. Modern technology and the internet have reduced the need for in-person conferences and they can be an excellent means of prompting discussion and questions about your business.
Webcasts deliver messages to the public or to specifically targeted audiences. They can be accessed ‘on-demand’ at any time and are useful for prompting discussion about your industry and business.
Webinars can be likened to virtual seminars. They are interactive sessions which are hosted online which interested parties sign up to participate in. Webinars are an excellent marketing tool and provide a cost-effective way to present products and services or prompt discussion. Following the webinar, the ‘panel’ can be opened up to questions from participants. Special landing pages can also be set up in order to send targeted special offers to those who attend.