Content marketing is a compelling strategy that can capture the attention of an audience and heighten their sense of loyalty to a brand. One of the most common ways to take advantage of this type of marketing is with the use of a blog.
As Google’s search engine became more popular among users searching for information, businesses evolved their internet strategies to meet this demand for information. Since then, it has become a competition for several companies within the same niche vying for the highly coveted top ranks in Google’s search engine results.
However, Google has continued to update its algorithm, making the fight for consumers’ attention even more competitive as time passes. While blogs have shown to be a successful way to reach a broad consumer base, there are many other ways to reach your audience and increase your chances of earning good spots in search engine results.
Many people interpret information in different ways, therefore, the content should be diverse enough to leave a positive impression on all the different types of people in the respected audience. For example, while some people may enjoy reading long articles about specific topics, others would rather watch a video or look at images that explain those topics. In fact, the average reader spends roughly 15-30 seconds reading an article or blog post.
Hundreds of types of content can be created, but the four main ones that you should make sure to implement in addition to your written blogs are videos, quizzes, infographics and image galleries.
Everything you need to know about content marketing: What is Content Marketing?
Videos are a better way to capture the attention of the audience that are focused on the action, movement, and visuals of the subject. You can portray complex ideas in a simple way, by explaining them in a video. This helps your audience to have a better understanding of what you’re trying to say and is a better option for users with reading problems. Videos can also reach a broader array of people, including those who are not in the intended audience. There are several types of videos that you can implement in your content strategy such as:
- Video blogs (vlogs)
- Interviews and short case-study documentaries
- Product reviews and demos
- Video ads
- Live streams
These videos can be posted as stand-alone content, supporting material to a blog post, or on your Youtube channel. To drive up engagement, you can create incentives for people to leave comments or watch your next video. For example, some video bloggers give viewers challenges and encourage them to find out if they won in the following video. This way viewers return and even turn on notifications for the video. Just like you would do with a blog, your video content has to be engaging, informative and factually accurate.
While it is the status quo to create content that users read and possibly leave comments on, there is an even better way to get their attention. By creating a means for users to interact with a topic directly, you can increase engagement, including shares and ultimately, conversions.
Content like this is known as interactive content and quizzes are a prominent example. The average quiz has a lead capture rate of 33.6%, and Sideshow stated that it had made over $75,000 in sales just from one quiz. Interactive content has become increasingly popular among marketers, with Forbes stating that the demand will continue to grow.
A quiz for people to learn about themselves is always interactive and makes the audience spend more time on your site, especially if there are other quizzes to participate in. These quizzes don’t have to be complicated, but they have to relate to your niche and contain questions that your audience will be interested in answering and sharing.
A good example is a personality quiz that draws people in because they are eager to know what type of personalities they have. Quizzes like this also have a high share value because users are always eager to share their results with their social media followers who, in turn, visit the site to take the quiz.
Infographics are a creative alternative to writing a bunch of facts and numbers. They combine text and graphics to bring users a learning experience that doesn’t seem as packed as articles but conveys the same information. This is because the added graphics help your audience to generate a visual picture of the information in their minds.
Most users easily comprehend information in this format because it is simple to read and understand. Studies show that 65% more people recall information easily if it is paired with a visual. This necessitates the use of infographics in your content strategy.
If your audience finds it easier to understand and remember the information on your site, then there’s a good chance that they’ll go straight there whenever they’re searching for answers. When it comes to generating leads and conversions, which is the goal of content marketing, infographics are the best option. In fact, users are 3 times more likely to share an infographic than any other type of content.
Infographics can be created with the help of a graphic designer or DIY applications like Canva, Venngage, Piktochart, and Infogr.am. When creating one, you should ensure that the content is simple, relevant to your target audience and filled with authentic information. You should also do some research on design best practices to see how colors, fonts, and images influence your audience’s perception.
If you’ve ever heard a person say they have the attention span of a Goldfish, they were probably right. Studies show that the average human attention span is 8 seconds, even less than that of a Goldfish which has an attention span of 9 seconds. As the human attention span decreases, marketers have to look for creative ways to gain their fleeting interest. One way is by creating image galleries that users can view and share.
In 2015, a travel gallery in the New York Times, gained over 500,000 shares. It was their 4th most shared post that year. The Guardian also got over 700,000 shares by using high definition images to show the dangers of overpopulation. In a world where taking and sharing pictures has become commonplace, having a well-curated album for people to look through gives them a way to connect with your company on a personal level. Building a more personal connection with your audience can lead to a sense of loyalty and make your company a contender in their top list of businesses in the long-term.
Content marketing continues to be one of the most reliable methods for businesses to reach their consumers. However, people consume content in different ways and it would be counterproductive to end up losing part of your audience, not because your post isn’t informative enough but because it’s in a format that they are not interested in.
This is why content creation should be approached in several ways that include the use of visuals to drive points. Using videos, infographics, images and interactive content like quizzes is a great way to ensure increased engagement, lead generation, and sales conversions.