Advertisers have better potential of seeing high conversion rates with the right content marketing strategy. Research done by the Content Marketing Association (CMA) shows that over 60% of marketers use content marketing, meaning they create and run organic marketing campaigns to leverage more business and grow their customer base. Many companies see it as a way to develop brand awareness and nurture long-term relationships with their partners and consumers.
So where should a company start? Which format should they use? Which is the most effective? The options for content marketing have gradually multiplied due to access to new information and continuing technological advancements. A marketer new to the content market scene might feel overwhelmed with too many choices. Hopefully, the below will shed some light on which direction to take.
Content Marketing Formats
As mentioned above, a number of content marketing formats exist and the list keeps growing. Some of the most commonly used formats include:
• Scrolling Websites – traditional websites
• Blogs – an ongoing forum with posts that discuss industry and brand-related topics
• Social Media Profiles – Facebook, Twitter, LinkedIn, etc.
• Webinars – online seminars that offer participants information about a product, service or brand
• eBooks – published works distributed electronically for ease of use
• Podcasts – similar to a blog, an ongoing verbal discussion of industry and brand-related topics
• Infographics – creative images used to communicate research and other relevant information
• Case Studies – compiled research relating to an industry or brand, especially in relation to consumers
• Video Advertisements – commercial-like advertisements displayed as embedded ads on websites or as a precursor to other online videos
• User Reviews & Testimonials – real-life feedback from past or current customers who can speak to the quality and effectiveness of a service or product
• Web Forums – online discussion boards where people can discuss any topic of interest or pose questions to people who may have informed answers
• Mobile Apps – downloadable apps on mobile devices that can provide information and offers similar to what is displayed on a traditional website