Guest blog by Kevin Vertommen from Fuseo.be
With the word content marketing, most people think of a simple blog filled with articles. That is only a small part of the story. Content marketing offers many more possibilities. That is why we put 3 types of content marketing in the spotlight.
Based on the type of content, the required effort and the potential result, we can divide content marketing into three groups:
- Simple articles
- Creative formats
- Side products
The required effort increases from 1 to 3. This also applies to the potential. Simple articles are easy to make, but have less chance of success. The information below will make this clear.
1) Simple articles
Simple articles are the most popular form of content marketing. Companies publish texts about new products, trends, tips & tricks, etc. on their website to inform visitors and attract new customers. An example of Bloeise itself is this extensive article about B2B content marketing.
Why is this form of content marketing so popular? Simple: it requires relatively low effort. Find an interesting subject, hire a copywriter to write about it, find matching images and everything is ready for publication. The cost of these articles is low, but that also applies to the chance of a large reach.
2) Creative formats
This second type of content marketing requires more effort. They package the information from the above articles in a creative form. Some examples are:
- Infographics - where you will display statistics in a fun, playful way. Sometimes these infographics are animated, such as the Animagraffs from Jacob O'Neal.
- Videos - can be used for all kinds of things, such as an event report or an online course.
- Interviews - interviewing an expert in your sector can improve the visibility of your brand.
- Quiz - gives an interactive touch to your content marketing.
More time is invested in creating these 'creative formats'. The potential ROI of this type of content marketing is a lot higher than the previous form.
3) Side products
The last type are the 'side products'. As the name suggests, this is a new product / service that is an extension of the core business of a company. The example below will make this clear:
Crew is an American startup that wants to bring freelance designers and developers together with new customers. Unfortunately, their launch did not go smoothly. They barely had any customers and were about 3 months away from bankruptcy.
What did they do?
To put their company in the spotlight, they gave away the extra stock photos they had taken for their website for free. They did this unsplash.com. Today, this website is one of the largest sources of free stock photos. Also remarkable: this site generates (via referrals) 40% of the turnover of Crew.
Why was this technology so successful?
We find the explanation with a quote from Brian Cark: “… Give something valuable away in order to sell something related.”Stock photos is something that the Crew target group needs. Through Unsplash, their brand awareness increased and they were able to attract new customers.
Another example of a side product is Pablo. Pablo is a tool developed by Buffer - the social media planning specialist. It allows users to generate social media images in seconds.
The 3D Home Planner is an example of closer to home. The online lighting store dmlights developed this tool to give customers the opportunity to design their own virtual home, which is very useful with an interior makeover. In this way, the 3D Home Planner forms the link between interior design and lighting. Value creation forms the basis of this type of content marketing. An article is rarely read multiple times (this is content marketing type 1). A good product, on the other hand, tempts people to come back multiple times. This repeated usability makes side products so efficient.
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