What Is Marketing Content And How To Use It
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Marketing Content Examples For B2B Businesses
The best marketing content is emotional. It offers fresh ideas and insights that help people to solve their problems.
The most effective marketing content is entertaining whether it's an engaging video or a detailed white paper. It is valuable to its readers and satisfies its branding objectives. Learn from digital content marketing branded examples of content that are done right:.
Blog Posts
Blog posts are a popular type of marketing content that companies utilize to share their insights stories, thoughts and ideas on their websites. They can cover any subject or question and are typically educational in the sense that they are educational in. They may include audio, video, polls, or images to make the content more engaging. This improves on-page SEO (search engine optimization).
The process of creating blog posts that are high-quality begins with conducting market research to uncover and confirm a few essential facts about your audience. Once you know your audience's preferences and interests you can begin creating ideas and writing.
Some common types of blog posts are listsicles, how-to articles, infographics and curated collections. These kinds of blog posts ensure that your website is brimming with variety and provides the kind of content that your customers expect.
For example, a how-to blog post can teach your readers an entirely new skill and help them resolve any issue they're facing, which makes it a valuable piece of marketing content to keep your audience entertained. A collected collection is a particular kind of blog post that provides a number of actual examples to prove an idea. This kind of post can be used to market an organization and build credibility.
Case Studies
Case studies are not as sexy as blog post that is viral however they are one of the most effective marketing content pieces you can make. They're great for showcasing the expertise and building trust with potential customers. A case study that is well-written can help your audience to solve a particular issue by demonstrating how your product or service helped a prior customer solve the same problem.
Use videos and infographics to make your case study more interesting. Be cautious not to make your case studies into adverts because this could damage the credibility of your business. Make sure you create resources that help and inspire your readers.
You can also create case studies that showcase testimonials from clients and user-generated content (UGC). This builds trust and makes your website more credible. UGC is especially effective when it's backed by data.
White Papers
In contrast to feature articles and blogs white papers are generally long-form and provide a greater depth of information and research. B2B companies use them to demonstrate the power of their thinking or offer unique perspectives to help readers make purchasing decisions, understand more about their industry, or resolve issues for their business.
Because of their high level of deep content, they are a great way to build trust with casual readers and positioning businesses as an authoritative source of knowledge. They also help move potential customers through the sales funnel.
White papers can be found in a variety of types however they are most effective when they are tailored to specific groups. This means that everything from your tone of voice to distribution strategy should be tailored to the ideal reader.
White papers are typically used to communicate research findings. However, it's easy for them stray from the area of practical application and into the realm of theoretical. To avoid this, backgrounders and problem-solving white papers must include some form of success story to keep readers interested. In addition interactive designs are becoming popular in white papers. They let the reader filter charts and tables to focus only on the information they need. This makes it easier for the reader to absorb and navigate through the sales funnel.
Videos
Videos are a powerful method of communicating with your audience and are an excellent tool for marketing your company in a dynamic and engaging manner. They're great to grab the attention of your audience, as well as communicating complex concepts quickly.
Some of the most common video types are instructional videos, demonstrations and tutorials. These videos are meant to educate your customers about your products and increase their loyalty.
These videos can be used to showcase the expertise of your company and can also be used as an article for your blog or even as a part of an sales presentation. These videos can be an excellent tool to engage with your customers. Particularly if they are relevant and are connected to current events or cultural movements.
When you're releasing a animated explainer video or hosting a live Q&A session testimonials are a simple method to build trust in your brand and entice new customers to purchase your product. It is possible to ask your existing customers to record a short video about their experience with your product or host an AMA session on Reddit. You can also create screen sharing videos or how-to videos titled around specific pain points. For instance, if have an e-commerce service that helps small to medium-sized businesses run their online store, title your video "How to Create a Shopify Store". This will allow it to rank better in search engines.
Testimonials
Testimonials can be used as a social proof tool to help people feel more confident about an organization. They can be utilized in video or text format, and are an excellent way to boost sales and improve a company's image online.
Testimonial content is useful because it focuses on the requirements of the customer and how a company's products or services helped them solve their issues. It also gives credibility to the business since it shows that other people have already used the product and found it useful.
If you decide to use testimonials, be sure to include a name, title and company in order to increase their credibility. Make the testimonials as personal as possible by including an image of the person who wrote them. This will also help in creating an emotional bond between customer and the brand.
You can add testimonials to other pages on your website. Some businesses have separate pages for testimonials, but you can also add them to other pages. For instance the case where a testimonial refers to the product in question it can be displayed on the product's check-out page. This approach will avoid the page being viewed less frequently than other pages and will still provide the same social proof.
Interactive Landing Pages
Utilizing interactive elements on landing pages can increase the level of engagement of visitors. This type of content will help you achieve your goal of turning visitors to leads. Interactive pages are more engaging than static pages using the usual signup form and marketing content.
This interactive landing page for Mooala's dairy-free dairy milk takes an engaging approach to keep the user interested. The landing page has an easy sign-up form with several options, which speeds up the conversion process even more.
Another example of a dynamic landing page is this one from TransferWise which is a money transfer service. The first screen offers real-life success stories as well as social proof to reassure potential customers that the service is worth their money and allows them to complete a simple form to learn more about how the service operates.
A landing page can be a great method for B2B marketers to build an email list. In exchange for contact information you could provide an eBook or a webinar, free trials, or other content that could entice your audience to sign up.
Headache Trackers
Content should inform users about headache triggers and the best way to treat them, during the initial stage of consideration. Infographics that offer information on the causes of headaches, or white papers that provide exclusive research on headache cures are some examples. White papers often require users to provide their email address as a condition of access. This helps build credibility and trust for the brand with prospective customers. Headache trackers, which are apps that help users monitor things like their intake of food and stress levels, can also be beneficial content for the process of evaluating, Minen says. But, users should be careful about drawing conclusions based on the tracking data, she adds. It might not be a true reflection of the triggers for headaches.
