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. . . . . . . . . . . o . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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employ an average of 13 CONTENT MARKETING TACTICS. When
asked to rate them by effectiveness, their TOP 5 were:
03. O4. 05.
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average 12 TACTICS. Their TOP 5 effectiveness ratings were:
O1. O2. O3. O4. O5.
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What should you create? How much time and money will it take? How can you
make your efforts pay? Start smart by understanding your options. Following is an
overview of 11 popular content types.
Most content marketers
think of their blog
(or content hub) as the
cornerstone of their
content marketing. A
company blog allows for
a subjective point of view.
Articles address issues
your audience faces with
an objective writing style.
INFOGRAPHICS
Most people love
infographics.
Video has become a
dominant force in
content marketing.
Podcasts are booming in
popularity, but remain
under-utilized.
CASE
STUDIES
Case studies are a
powerful sales
enablement tool.
eBooks are versatile.
powerful and can serve
many purposes over a
long period of time.
WHITE
PAPERS
White papers are a good
fit for complex product
categories.
E-I~! EWSLE'| TERS
eNewsletters package
timely and topical
content for prospects and
customers who have
granted you permission
to send them email.
Quizzes have proven to
be immensely popular,
especially with younger
demographics.
VISUAL
CONTEIIT FOR
SOCIAL MEDIA
Visual content may be an
illustration, photograph,
or collage created or
chosen to attract social
media users.
. .
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® VENNGAGE
An online hub for opinion
pieces, advice, listicles,
checklists and more __ __
Search rankings, thought . ... ..
leadership, community building,
subscription growth
Company website
Low to moderate
Easy to start; a challenge to
maintain
- Marry keyword strategy and
storytelling
Write magnetic headlines
o Feature interesting images
Helpful, informative lessons
Search rankings, thought
leadership
Company website, guest posts
Low to moderate (often priced
per length)
- Solicit ideas and drafts from
subject matter experts
- Address common problems
- Feature interesting images
Visual representation of data,
lists, ideas and stories
Great potential to be shared;
communicate a lot of
information in a small space‘, -----
flit:
High; requires design expertise
Secure guest posts with infographics
Keep it simple
Offer code to embed the infographic
Video styles include how-to,
animation, documentary,
demonstrations, and more
High engagement and
conversion; appeals to mobile
users
YouTube, Vimeo, blog
Usually high
Ranges from easy to
demanding
Make them fun and human
Ensure audio quality is high
Publish full or partial transcripts
for SEO
Audio program, like radio
segments
Appeals to mobile users
Blog, iTunes and other podcast
networks
Moderate to high
Time-intensive
Establish a regular schedule
Hire for voice skills
Invest in quality recording
equipment
True story of client success;
usually text
Credibility booster
Website, blog
Moderate
Time-intensive
include specific information
Conduct interviews for quotes
Repurpose for other formats (i. e.
podcast and video)
Multi-page documents with
generous use of graphics
Thought leadership, lead
magnet
Offers on key pages; often
gated (form fill required)
Plan to extract key elements
and repurpose
Think visual
Include call to action for leads
Deep educational content
Thought leadership
Offers on key pages; often
gated (form fill required): print
Time- and research-intensive
Plan in advance to extract key
elements and repurpose
Include research
Include insights of industry leaders
Email with consolidated stories
and links
Lead nurturing
Applicable to all devices and
receptive audiences
Moderate
Easy; usually based on existing
content
-Promote other content
-Be brief
Fun. interactive tests,
assessments, etc.
High engagement
Blog, social media
Moderate
Can be demanding
Use simple formats, e. g.
multiple choice
Deliver scores/ conclusions
Make highly visual
Images with
captions/ quotes/ headlines
Highly shared by avid social
media users
Format separately per social channel
Choose images with stopping power
Experiment with writing styles
Data source: Content Marketing 2016 Benchmarks, Budgets and Trends, North America, B2B & B2C version
(Content Marketing Institute. MarketingProfs, Brightcove, TrackMaven)