What “content” should I produce for my business?
Here at E.A.G. Advertising, we are frequently asked from customers, partners, and friends about content.
What content should we produce? What content works best? Where should we place our content? Who should our content be speaking to? Should we create content for specific audiences?
To assist those who are not all too familiar with “content” and what forms of “content” are available for you and your business. We wanted to provide a high-level look into “content” and the different forms in which you and your business can utilize content.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.
The primary goal of content marketing is to build a relationship with the audience, establish trust, and ultimately drive profitable customer action.
Key elements of content marketing include:
Audience-Centric: Content marketing is driven by an understanding of the target audience. Content is created to address their pain points, answer their questions, and provide solutions to their problems.
Consistency: Successful content marketing requires a consistent and sustained effort. Regularly producing and sharing valuable content helps to build and maintain an audience over time.
Multichannel Distribution: Content can be distributed through various channels such as social media, blogs, email newsletters, podcasts, videos, and more. The choice of channels depends on where the target audience is most active.
Measurable Results: Content marketing efforts should be measurable. Metrics such as website traffic, engagement, lead generation, and conversion rates are often used to evaluate the effectiveness of content marketing campaigns.
Content marketing is a long-term strategy that aims to build a loyal audience over time, fostering a relationship that goes beyond immediate sales.
The best content mix for businesses to reach consumers depends on various factors, including the nature of the business, target audience, industry, and marketing goals.
However, a well-rounded content mix often includes a variety of content types to cater to different preferences and stages of the customer journey.
Written content refers to any information, communication, or creative expression that is presented in a textual form. This can include a wide range of materials, from short-form pieces like social media posts and blog entries to longer-form content such as articles, whitepapers, and more.
Key examples of written content include:
Blog Posts and Articles: Written pieces on specific topics, often published on a website or blog.
Social Media Posts: Captions, updates, and other textual content shared on social media platforms.
Emails and Newsletters: Written messages sent via email to communicate with subscribers, customers, or leads.
Whitepapers: Detailed reports or documents that explore a specific issue, often used in business and technical contexts.
Case Studies: Written analyses of real-world situations, typically focusing on the success of a product or service.
Product Descriptions: Textual content that describes the features, benefits, and usage of a product.
Website Content: Text that appears on various pages of a website, including homepages, about pages, and product/service pages.
Video content refers to any type of visual material that is presented in a moving image format. It is a dynamic and engaging form of content that can be used for various purposes, including entertainment, education, marketing, and communication.
Video content can take many forms, ranging from short clips on social media to longer, more elaborate productions like documentaries or instructional videos.
Examples of video content include:
Short-form Videos: Quick, engaging clips often used on social media platforms.
Explainer Videos: Videos that explain a concept, product, or process in a concise and easy-to-understand manner.
Product Demos: Videos showcasing how a product works or demonstrating its features.
Tutorials and How-To Videos: Step-by-step guides or instructions on how to do something.
Vlogs (Video Blogs): Personal or informational videos created by individuals or brands, often featuring a person speaking directly to the camera.
Webinars and Online Courses: Longer-form videos used for educational purposes, often in a live or recorded format.
Interviews: Conversations captured on video, typically featuring one or more individuals discussing a specific topic.
Branded Content: Videos created by businesses to promote their products, services, or brand identity.
For a small business looking to brand itself and reach consumers effectively, it's essential to employ a well-rounded content strategy. Here are some key forms of content that can be particularly beneficial:
Purpose: Establish expertise, share industry insights, and address customer pain points.
Benefits: Boosts SEO, positions the business as a thought leader, provides value to the audience.
Social Media Content:
Purpose: Build brand awareness, engage with the audience, and share updates.
Benefits: Connects directly with consumers, encourages social sharing, provides a platform for community building.
Visual Content (Images and Infographics):
Purpose: Convey information visually, enhance brand aesthetics.
Benefits: Grabs attention communicates complex information in a digestible format.
Purpose: Showcase products/services, share behind-the-scenes content, and connect on a personal level.
Benefits: Highly engaging, fosters a connection with the audience, ideal for storytelling.
Testimonials and User-Generated Content (UGC):
Purpose: Build trust by showcasing positive customer experiences.
Benefits: Authenticity, social proof, strengthens the brand-consumer relationship.
Purpose: Nurture leads, share exclusive offers, and keep the audience informed.
Benefits: Direct communication, personalized messaging, fosters customer loyalty.
Purpose: Engage the audience and encourage participation.
Benefits: Higher user involvement, data collection opportunities, memorable experiences.
Local SEO and Google My Business:
Purpose: Improve local visibility for small businesses with physical locations.
Benefits: Increases discoverability in local searches, provides essential business information.
Contests and Giveaways:
Purpose: Generate excitement, encourage user participation.
Benefits: Increases brand visibility, builds a sense of community, collects user data.
Purpose: Actively participate in online communities related to the industry.
Benefits: Builds relationships, establishes the brand as part of the community, increases brand trust.
Remember that consistency in branding across all these content forms is crucial. Develop a cohesive brand message, use consistent messaging, and tailor your content to resonate with your target audience. Regularly analyze the performance of your content and adjust your strategy based on insights and feedback.
E.A.G. Advertising specializes in business to consumer outreach and marketing for businesses of all sizes and budgets. Understanding your business goals, target audience, and geography is key to building and creating a cohesive marketing plan. Contact E.A.G. Advertising today for a no obligation consultation.