Having you been relying heavily on eBook offers to boost your lead generation? Wondering why your readers seem listless, and your leads keep dwindling?
Imagine being faced with a banqueting table groaning with a variety of delicacies, every kind imaginable. Sounds appealing, doesn't it? Now imagine being handed a plate with a peanut butter sandwich, and being told that's all you can have to eat. That's how your audience feels when you feed them the same content format over and over again.
If you've been depending on eBooks to satisfy the cravings of your audience, that's okay. We all enjoy a good peanut butter sandwich - but we'd like the option of a variation of dish occasionally. So if you've been serving up the same eBook-style content, perhaps it's time to spice up your lead generation attempts by mixing up your Content Marketing format.
Start Serving Up Content That Lands Leads Who Are Hungry for More
Websites
Before even attempting any new content formats, you've got to have a look at one of the most important ones - your website. It's pointless putting fantastic content out if it leads back to a bland, ineffective website (or worse, no website at all!). The web pages that make up your website should be carefully designed and a delight to view. Remember the lasting impression your website will create on visitors brought in by your content marketing efforts. If it's not going to wow them, perhaps it's time for a redesign.
Blogs
Regular blogging pays dividends, but only if you stay committed to producing relevant content that addresses your readers' interests, questions and pain points. Blogging isn't about you or your business; it's all about your target buyer personas. It's an excellent way to reach out and establish yourself as a source of educational and entertaining information. If you haven't considered blogging, it's time to start. Remember to determine your blog format before you start.
Social Media
Social media is an opportunity to come into direct contact with your target audience and clients. It's here that you can spread the word about your latest blog post, publish trending ideas and establish your business's presence. It's also an opportunity to see what your buyer personas are talking about, what their concerns and interests may be, and gain insight into ways of improving your authority. Remember that different social media platforms require different approaches. Nobody will take you seriously on LinkedIn if you publish content rampant with LOLs and emoticons, so tailor your efforts to each platform.
Guides
Knowledge empowers people, and it's no different for your target audience. By publishing interesting and informative "How Tos" and guides you're building respect and authority among your readers as an expert in a specific subject, and they'll be more likely to turn to you with future queries. You're also giving them the tools they need to solve a particular problem set.
Lists
You'd be hard pressed to find someone who doesn't love lists. Our brains are hardwired to enjoy and appreciate the simplistic order of a well-made list. When last did you see a magazine cover that didn't display at least one list-style article? It's no different when catering to your target audience. Lists are a great content format, and they're easy to create as well. All you need is a topic, and a number and you're halfway there! Remember that the more detailed you make your list, the more effective it will be.
Industry Whitepapers
Although a bit more formal, whitepapers are still an excellent content format because they offer in-depth insight into a specific topic. If you're planning on writing and offering whitepapers, bear in mind that to be successful they need to contain rich, substantial and educational content. Skip the sales pitch with this content format, and focus on presenting new and thought-provoking ideas.
Slideshares
If you've been blogging, or you've published some great lists before, why not repurpose them as slideshares? A slideshare is a visual presentation of slides, normally keep to basic points addressed in each slide. They're easy to create, and their visual element works to their advantage, along with the relatively low timeframe needed to go through one (making them a great content format for readers on the go).
Templates
Templates and checklists boost engagement with your readers by offering them a practical way to implement change. This content format is also fairly short and easy to formulate - use actionable statements and motivate your audience to follow the steps laid out to achieve success.
Tools/Applications
Much like the previous example, tools and applications inspire and help your target audience take action.
Video
The popularity of video content just keeps growing. As growing numbers of people use modern technology to view video content, the power of this medium grows along with its popularity. It can be used in many different ways, from interviews to how-tos, branded web series and tutorials. Consider that an estimated 79% of all internet traffic in 2018 is predicted to consist of video, and you get an idea of the strength of this format.
Infographics
Their visual nature makes this content format instantly appealing. And it's not just us who think so - studies have shown that infographics are shared up to three times more often on social media than other forms of content. Recently the trend has shifted towards using interactive infographics, and doesn't show signs of slowing down. If you're planning an infographic, remember to stay focused on a specific topic and to create visual representations of your data.
Case Studies
A valuable content format if you're looking to explain the nature of your product or service, a case study gives you the opportunity to describe the benefits of a product/brand within the scope of a real-use situation. Don't miss the opportunity to spice up your case study with a strong story-telling element, and try avoiding pure marketing-speak.
Podcasts
Podcasts are an awesome content format if your audience is often on the go, whether in-between meetings or during their daily commute. Podcasts can be hosted on podcasting websites or iTunes, but they can be linked to your website as well, and are a great way to engage with your target personas.
Memes
For the adventurous marketers at heart, memes are a fun way to get your brand or opinions out there. The key is to stay attuned to the memes currently going viral, and identifying ones you could twist up to work with your message. The viral nature of memes means that a well-timed and placed meme could win you a lot of exposure.
Creating content that keeps your audience coming back for seconds means switching up your game and trying different formats. Not all your audience members will be in the same stage of the buyer's journey, and your content variations need to reflect this by catering to your target content consumer. So how do you cater for different stages of the buying journey?
What Content to Serve Up at The Different Stages of the Marketing Funnel
Appetisers – Top of Funnel
At this stage of the buyer journey, your prospects have become aware of a need or opportunity. They want to get to know you a little better, have a taster of what’s to come and see what’s on the ‘menu’ so to speak. And so you offer them something off the ‘starter’ menu.
Content at this early stage of engagement needs to be educational and informative, laying the foundation for the ‘meatier’ information to come. Content formats best suited as ‘appetisers’ include:
- Guides
- eBooks
- Checklists
- Templates
- Whitepapers
- Presentations
Main Course - Middle of Funnel
At this point, your prospect is now considered a lead. They’ve sampled your first course, and you’ve stimulated their appetite. They’re now keen for a more substantial plate.
Content at the middle of the funnel is geared to help buyers in their consideration stage. You’ll want to present content that will satisfy their product or service related questions and highlight why you’re best situated to help them solve their challenges or leverage opportunities. Content formats that work well as a ‘main course’ offering include:
- Case Studies
- Product videos
- Reviews
- Testimonials
- FAQs
- Webinars
- Calculators
- Data Sheets
Dessert - Bottom of Funnel
By now, your lead has enjoyed what you’ve offered in terms of savoury flavours and it’s time to sweeten the deal. Encourage a firm buying decision at this point, by providing content to show your lead that the ‘proof is in the pudding’.
Content at the bottom of the funnel should be offers for direct contact or engagement and include:
- Consultation
- Live Demos
- Assessments
- Audits
- Vouchers / Coupons
- Free Trials
Serving up the right content at the right time is critical to moving your prospects and leads through the marketing funnel, and more importantly ensuring they’re satisfied with what they’re consuming along the way.
