Some business owners and entrepreners believe that by investing in building a website and once it is up and running, it is going to work for them. Reality is that It doesn’t work that way anymore. Nowadays days you need to constantly update your content. Major search engines like google and yahoo are constantly updating their search ranking algorithm, and a major factor to determine how your website will rank in search quieres related to your business, is how much fresh, new, unique content you have on your website.
This means that you need to regulary create new, creative content, and make it as fresh and original as possible, for search engines to reward you with high ranking.
Here are a some statistic that shows why you should be regularly creating content to succeed in digital marketing:
Content costs 62% less than traditional marketing, and generates 3x as many leads (Source: DemandMetric)
Visual content generates 94% more views than text based posts (Source: DMP)
An incredible 27,000,000 pieces of content are shared each day (Source: AOL)
Interesting content is a top reason that people follow brands on social media (Source: Content+)
Content creation ranked as the single most effective SEO tactic by 53% (Source: Marketing Sherpa)
Since you will be creating content for people to consume, note that people have different preferences, habits and tastes, no matter how well you have defined your buyer personas. You will find that within a group of people that fit one specific buyer persona, they have different preference on the method they consume content. This is why it is important to create content of many different types to cater for as many people as possible to stimulate your prospects and generate more leads.
Here’s an example of how American Apparel used animated GIFs to promote their online store:
A meme is a popular Internet trend that pairs an image with a clever phrase to create a relatable or funny situation.
An Internet meme is an image paired with a catch phrase which spreads, often as mimicry, from person to person via the Internet. When marketers attach brand messages to already-trending memes, it helps audiences remember and relate to the brand. The results: more engagement and higher reach.
Marketers around the world have embraced Internet memes as a form of viral marketing to create marketing "buzz" for their product or service.
Internet memes are cost effective to produce here is a list of free websites that you can use to generate your own memes
An infographic is a visual interpretation of your message it is a combination of graphs, data and and pictures in an easy format to consume and share.
Infographics have huge viral potential as they are easy to share on social networks, and they simplify consuming and understanding complex data and statistics.
Infographics, when properly designed and executed will be shared by visitors. They will generate more leads for your business, as they attract SEO linkbacks, and influential social media users or companies will link to your infographic from their websites and blogs.
A successful infographic should tell a timely story and be backed up with reliable data and statistics. Here are some of the tools that can help you create your next infographic:
By 2017, video will account for 69% of all consumer internet traffic. (Source: Cisco)
Video is the future of content marketing. Many studies show more than half of companies are already making use of the medium. 64% of marketers expect video to dominate their strategies in the near future (Source: Nielsen).
For your video to go viral you need to be creative, not only with the videos themselves but in the campaign strategy you build around them.
Here is an example of Google’s year in search viral video that had over 31 million views:
5) Embedded Tweets
Twitter embedded tweets allows you to add more social and interactive content to your sites. Embedded tweets allow you to post tweets to your website so that you can share your activity with a larger audience.
The benefit of embedded tweets is that it’s interactive. Anyone viewing site or blog can retweet, reply, or favorite the tweet or engage with the conversation. They can also choose to follow the tweet author, and with tweets that contain a picture or a video, the media will also be displayed .
Here is what an embedded tweet looks like.
If you don't take risks, you'll always have regret. #justdoit
Click the. ••• More icon located within the Tweet.
From the menu that pops up, select Embed Tweet.
From the pop-up box that appears, copy and paste the code provided into your blog or website.
A Podcast is a digital audio file made available on the Internet for downloading to a computer or portable media player, typically available as a series, new installments of which can be received by subscribers automatically.
According to Google Analytics the average website visitor stays only for two minutes and seven seconds. According to Stitcher the average podcast listener stays for 22 minutes, that is almost 11X the time a user will spend on your website.
The more time a customer or prospect listens to you speak and teach about your industry trends, you’re establishing yourself as a thought-leader. The more time your audience spends with your content, the more authority you have.
Here is an example of how podcasts can be embeded in your website or blog post
Here are some of the tools you can use to create your next podcast:
SlideShare is the world’s largest community for sharing presentations. With 60 million monthly visitors and 130 million page views, it is amongst the most visited 200 websites in the world.
SlideShare has also been referred to as “the world’s largest professional content sharing community.” SlideShare presentations are great as they are sharable over social media, as well can be embeded into your website or blog post.
Now It’s time to experiment with these 7 different types of content and implement them into your next campaign and blog posts. You have to experiment and test to figure out the best types of content that works in your industry and fit your buyer personas. I hope you find this information useful and helpful. Please let me know by leaving your comments and suggestions below. I wiuld love to hear from you. Don't forget to share your content on your content on your social media platforms. While at it, please make sure that your social media covers are well designed and placed. You can download free social media cover templates by clicking on the link below.
Inbound Marketing & Sales Enablement Consultant, HubSpot User Group Leader, HubSpot Platinum Partner