Vary Marketing Content to Keep Readers Engaged

guy pulling marketing ideas out of a hatGreat marketing content comes in many different forms. Thinking through the different possibilities can spark loads of great new ideas.

Here are a dozen varied themes that have all been used repeatedly to create very popular marketing content. Have a look through the list and see if there are some forms here you haven’t used in a while.

1. Success stories. Some of the most engaging blog posts and articles are mini case studies. Has your company, or one of your customers using your product, had a recent win? Tell that story. Even if you decide to create a full-blown case study, you can create an abbreviated version for your blog or other publication.

2. A “learn from my mistake” piece. This is the opposite of a success story. Have you experienced a failure along the way? Don’t waste that -- write about it, and tell people what you learned as a result. This kind of candor is not only helpful to others, it can very endearing. You’ll have to get past your ego to do it, but the fact that you’re able to demonstrate how you learned from your mistakes can actually help establish your credibility as a bona fide expert.

3. How-to tutorials.  These are a staple on the internet, and the reason is very simple: they get results. People are searching online for answers and solutions. If you can create marketing content that takes them clearly and simply through a process to accomplish their goal, that content will be read and shared widely. Similarly …

4. Explain something complex in simple terms.  If something in your industry is very complicated, but you can break it down and make it quickly accessible to people, you’ll have created winning content.  TIP: Make an infographic out of it as well!

5. Offer a different perspective. It may seem controversial to write an opinion piece that flies in the face of what most others are saying, but providing it’s not a ridiculous idea, a different view is refreshing and can position you as someone that understands the issues and is looking for new solutions.

6. Interpret some data. This is another way to offer a fresh perspective. When some new statistics have been released that has your industry buzzing, dig a little deeper into them and try to explain what the data may be revealing. Sometimes you can pinpoint takeaways that are not immediately apparent to all.

7. Break News. If you can be the first to announce something -- an event, or a new product, or a competition -- you have a great opportunity to create a spike in traffic. This kind of content probably won’t be popular for a long time, but it’s useful in getting you a burst of exposure.

8. Review a product or service. This goes right along with the breaking news idea, but a review is more than just an announcement or press release. Give your honest evaluation and opinion.

9. Interview a thought leader. The beauty of interviews is that they provide popular marketing content that virtually writes itself.  Just come up with some good questions you can put to your interviewee, and let them talk. You record the conversation, have it typed up and then do a simple edit. Voila!

10. Edit a compilation article.  Here's another really easy way of producing marketing content: invite a number of contributors to give you their "top tip" or best quote on a particular topic. Put them all together, add an introduction and conclusion, and you can have a great piece of content. This is especially effective if the contributors are well-known to your audience.

11. Compile a list of resources. Provide a list of links that people can keep coming back and referring to while they are researching a topic or buying decision. Point to experts, options, reviews, instructions, data, and whatever else will be helpful to your reader

12. Retool marketing content. Everything you ever produce should be evaluated for how it might be turned into content in another form. Turn your tutorial article into a video; turn your video into a set of images; compile your blog posts into an ebook. The possibilities are virtually endless, and it keeps the flow of content coming.

There you have it. 12 forms of marketing content that provide variety and have proven to be consistently popular. It’s certainly not an exhaustive list, so if you have other ideas leave a comment.

 

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