A comprehensive digital marketing strategy is about much more than maintaining a robust blog and growing your email subscriber list. In an increasingly competitive landscape, you need to produce diverse types of online content geared toward potential leads at all stages of the decision process. Try incorporating these exciting content types into your digital marketing efforts to craft a compelling brand narrative and increase conversions.
Downloadable content is a great tool for gauging interest from potential customers, as well as a win-win way to build your list of subscribers. Visitors who read your eBook should come away with the impression that your company’s claims are backed up by serious expertise; the downloadable book or whitepaper should provide a more in-depth exploration of topics covered in your blog, or aspects of your company which are important to your potential customers.
Social Media Posts
The value of social media marketing may have come into question in recent years due to its inconsistent record in leading to conversions, but it is still an excellent tool for building your brand’s social capital. There is no substitute for Twitter and Facebook when it comes to cultivating direct engagement with customers and figuring out what matters to them. Even if you already have an active social media presence, consider finding new ways to use it, such as taking advantage of messaging functions or sharing short videos.
Video content continues its rise to prominence as a vital marketing tool. Whether you produce interviews, tutorials, or more offbeat content, be sure your videos are professional-looking and consistent with the rest of your brand messaging. Keep video content short and engaging, and make note of visitor feedback as you plan your ongoing video marketing strategy.
Case studies build trust in potential leads by showing in detail how your company has solved a particular problem in the past, which is especially helpful for high-value conversions. Provide an array of case studies, each focusing on a different type of problem, to show future clients that you understand their needs. Written recommendations and video testimonials are also useful in this regard.
It might seem obvious, but images are what a first-time website user is most likely to latch onto and associate with your brand, and generic stock photos just don’t leave much of an impression. High-quality, original photos that are in line with your website’s aesthetic can do as much to inspire confidence as a whole paragraph of copy. In addition, alt tags included with your images help crawlers find and index your site, which is great for SEO.
Other forms of content are rising in popularity, but high-value blogs are still a mainstay. Consistent, targeted blog content helps you to effectively garner organic search traffic while showing off the solutions you can offer potential customers.
Be sure blogs are sorted with appropriate tags and category designations. This will help visitors interested in a certain aspect of your products or services to find more information easily. You can also use categorized blogs to target various buyer personas.