No matter what industry you’re in, content marketing is one of the best ways to leverage your website or social media to find new clients, increase sales, and transform your customers into enthusiastic adverts for your business.
So what types of writing should you be using for a great content marketing campaign?
In this post we’ll be taking a look at the four types of articles that you should be using as a content marketer.
1. Product Reviews
- This type of content can take two forms. You either provide an in-depth look at one particularly interesting product in your niche, or compare several products in the same category.
- You should include both positives and negatives points on the product. This doesn’t mean that you have to tell your readers that the product is bad. Instead, let them know possible improvements that could be made with aftermarket add-ons, or how later generations of the product have added corrected problems.
- Showing the negative side builds trust between your customers and your business. No product is perfect, and savvy buyers know this. Show that you are aware of potential issues with a product, and you establish yourself as an authority on the subject. People prefer expert advice when it comes to spending their money.
- The ideal length for a product review article is between 1000 – 1500 words. Any less than this and you rob yourself of the chance to fully explore the features of a product and share useful information for potential customers. More words increases the likelihood of losing the attention of those reading your content on a mobile device as they are more likely to be distracted before they make the decision to buy.
- Compliment the writing with other forms of content. Video demonstrations of products, and infographics which highlight the key differences between widget A and widget B are an excellent way to engage customers, and they are a great way to drive traffic to the main article through social media such as Facebook and Pintrest.
2. The ‘How-to’ with a twist
- One of the most common types of search queries are for information on how to use a product or how to achieve a particular goal.
- Wikihow and similar sites already dominate the search results for straight forward ‘how-to’ style articles, so you have to think differently to succeed with this form of content.
- To stand out, show readers how to do something differently or how a product can be used to achieve something that it hasn’t been used for before.
- Video content or sequential images are the perfect companion for ‘how-to’ content. No matter how clear the writing is, somewhere along the lines the intended meaning will be lost on a reader. Having easy to follow demonstrations allows you to avoid any problems arising from this before it happens.
- The format should be as mobile friendly as possible to work with the needs of a reader who will be trying to perform the task as they’re reading your guide.
3. Case studies
- Provide real life examples of your business helping past customers and clients save time, make money or achieve something so that potential clients can see how they could benefit from your products or services.
- Authenticity is the key. Anybody can create a fake testimonial. Having behind-the-scenes photos and footage is a solid way to show your business in action, and eliminates a potential client’s fear of being scammed or disappointed.
4. Meet the Team
- Show the people that make up your organisation. It’s much easier for a client to connect with another human being rather than a faceless corporate logo. Richard Branson is the perfect example. Although the Virgin logo is displayed on all of their products and commercials, it’s his face and personality that’s remembered.
- Demonstrating that you aren’t afraid to stand by your products and services is a mark of high quality – and this makes customers much more likely to want to buy from you.
- It’s also a great way to reward your team. There’s nothing quite like the rockstar appeal of having fans.
Any one of these types of content is good – but the best content marketing strategies employ all of them. The variety of content makes it much easier to spread across social media without being seen as clogging up people’s feeds with spam, lets you highlight different elements of your business, and each provides a unique way of growing your business – whether it be through increased sales, consumer-led advertising or boosting your search engine rankings.
If you want to take advantage of these great content marketing articles, get in touch with me and we can get started today.