According to Hobsbawm, consistent, high quality and engaging content impacts audience decision making
more than any other technique.
And obviously, you would like to use it to your advantage, hopefully in the 21st century, with all
of the digital tools, you have more options than ever.
Let's cover the most important content types.
There are pros and cons and suggestions how to make them shareable, popular and simply awesome.
Remember to juice content types that are best aligned with your business and that help you achieve your
goals.
Remember also that each content piece should have its purpose.
No one article, blog posts, this is one of the most popular content types on the Web and is heavily
based on text, which is one of the oldest forms of communication.
As for the pros, these type of content is one of the fastest and cheapest to create.
It influences your position in the search results, so help you with the organic traffic.
Often it engages people for a longer period of time so you can communicate more.
However, for many users, especially younger, it may be too boring and not worth attention.
To create great articles, you need to devote a significant amount of time to research, tracking all
of the sources and choosing on relevant ones.
You need to take care of the proper structure, easy navigation and optimization for SEO.
I will cover copywriting in practice in more detail in the copywriting video, but don't rely purely
on text, but rather including articles, other elements as well as images and videos.
No.
Two White papers reports.
They are often the main source of information about the industry or trends among managers.
This fact alone makes them an important tool in your arsenal.
Producing them will boost your authority, help you in establishing valuable business contacts, and
gives you the knowledge that you can use to your advantage.
As for cons, they are hard to prepare.
Often you need to buy external data to make them informative.
People interested in this type of content.
Are you really more demanding?
And if any inconsistencies occur, they often comment or ask uncomfortable questions.
To create great white paper reports, you need to make sure they are up to date and contain only confirmed
data.
You do not want to risk your reputation.
You can include a couple of experts as voices in this content, which gives you more credibility, profound
analysis, different angles and analyze scenarios, increase variability.
No free graphical content.
With this type of content, you can communicate more in a shorter period of time.
For example, one infographics can replace a dense paragraph or text.
You can underline important information by changing their size and placing them in the prominent places.
As far as accounts for more complicated graphics, you should cooperate with a trusted illustrator who
will know the look and feel of your brand to create successful graphical content.
Try not to rely on stock, but focus on custom made illustrations, use bold colors, play with the
fonts and always look for the innovations.
Don't be afraid to experiment.
No for photos and videos.
This content is definitely on the rise, especially with the emergence of social media platforms.
Photos allow you to present your products in an attractive way.
Videos engage both eyes and ears and can easily become your company's card.
At the same time, they are expensive and need production and postproduction time to create great photos
and videos.
You either have to have skills and suitable equipment, or you just need to hire an external partner.
If the photos or videos have an amateur feel attached to them, they may do more damage than good to
your company.
Number five interactive content.
There is nothing more engaging than the content.
You can interact with people of quizzes and games.
They can spend hundreds of hours on them, however, is very hard to convey.
Your message with this type of content user are more focused on the activity itself and may even forget
who prepared it in the first place.
To create valuable interactive content.
You should somehow connected to your brand.
If you prepare a game, maybe information from your products packages could unlock additional bonuses
for quizzes.
One of the questions could feature your product or service.
Such content should be easily accessible for different types of devices, which is often not the case.
Number six podcasts and webinars.
These content types allows you to record expert opinions about important topics and is well suited for
the B2B sector.
It gives you a huge boost to your credibility if done right.
However, our organization is always a challenge, especially if there are multiple guest speakers you
need to manage to make it relevant for your business.
At least one of the panelists or the hosts should be from your company before recording make a test
whether everything works as expected, No.7 templates and checklists, great templates and checklists
allow users to save time and complete the tasks better.
And the user who found your materials helpful is more willing to buy from you.
Disadvantages of templates and checklists is that it is harder to keep them up to date and edit them
before putting downloadable material online.
Check it for your company.
Is it valuable for you?
Did it help you?
Can it be used as part of the process?
If the answer is yes, you are ready to publish now that you know which types of content you can create
in theory, what are their pros and cons and how to take advantage of each content type?
Let's see how you can create content in practice in the next video.