You may have heard that customers are already 57 percent of the way through the buying process and have consumed seven or more pieces of content before they even engage with a sales team or buy something.
With that stat, it’s no wonder enterprises ranging from small and medium businesses (SMBs) to Fortune 500 companies are becoming their own media outlets by producing high-value content and even publications. About 77 percent of companies say they have a content marketing strategy in place according to SEMrush.
How can your organization gain increased awareness and address customers’ needs for specific types of content?
The following are 10 effective types of content to consider when you’re looking to connect with customers and prospects, gain brand awareness and drive leads. Read on to get your creative juices flowing.
1. Running lists (or listicles) – top lists of industry articles, blogs, books, resources, videos.
2. Industry terms – who wouldn’t love a glossary of industry terms to help as they are navigating a particular niche? Creating a glossary is a great way to be a resource. And, with all of those industry terms, this key word rich content can help to increase SEO.
3. Video messages – create short clips on tips from team members or feedback from your CEO. While videos should be professional in nature, they don’t have to be professionally produced. Spread the love by featuring people from different offices and departments.
4. Interviews/Q&As – are another great way for prospects to get to know the people and strong expertise your organization draws from.
5. Timeline/company history – who started your company? Why? How has it evolved? We all want to know who we are doing business with.
6. Company values – do you operate under a set of core organizational values? Communicating about your company culture is an effective way to show kinship with prospects looking for a business partner that will be a good fit.
7. Case studies and success stories – every serious customer wants to align with other successful companies just like them. Let prospects know how you will work with them and that they are making the right decision with a proven solution. Reach out to your customers to provide a testimonial on how your product saves time, money, and solves important problems.
8. Checklists – your prospects and customers have common challenges. Make it easy for them to find solutions. Consider commonly-asked questions and the 3, 4, 5 critical elements you recommend.
9. Frequently asked questions – whenever I can’t find the answer to a question on a company or service, this is the first thing I look for. Consider doing an FAQ via text, video, blog, or a combination thereof, as people often learn differently.
10. Tutorials – “how to” articles, videos or slide shows with step-by-step tips can be created to address your customers’ common challenges. In addition to helping them, these resources can also help to demonstrate your domain authority.
Your prospects are looking for information and resources. Give them what they are looking for, make it easy to consume, and they will see your organization as an authority, a problem-solver and a partner that can help them. Get writing!
Hilary McCarthy is Director of PR and Content at Clearpoint Agency, an award-winning PR and digital marketing programs for B2B and B2C clients in technology, financial services, life sciences, healthcare, e-commerce, associations, and consumer products online at clearpointagency.com