Content is one of the essential ways to draw attention to your products and/or services. That’s why content marketing over digital media has been a perennially hot topic for businesses.
But it’s not just about blogging and posting videos to Facebook. Various types of content perform different functions. “Simply put: specific types of content marketing are more relevant and thus more effective to buyers based on where the content falls in the buyer’s journey,” explains an article from Boston Interactive.
“The information prospects seek as they make purchase decisions varies immensely, and the types of content marketing you create should too…. For instance, you wouldn’t want to offer a case study to someone in the awareness phase. An awareness-phase prospect likely knows little to nothing about your company and is still unaware he has a need.”
Just as vital as delivering the right kind of content at the right time is delivering a variety of content that has specific purposes. When you get to the selling part of content distribution, coming up with the precise content that will move your products and services is paramount.
These are the top content types that sell.
Consumers love FAQ pages that address their direct questions and concerns. FAQs promote sales by alleviating the primary purchasing anxieties that a product page might not address directly.
They’re also great for supporting customers after they purchase your product, improving SEO and site navigation, demonstrating trust and brand loyalty, and improving customer relations.
FAQs are best delivered with images and a contextual framework. Include calls to action and further information to promote your services constantly.
Here’s a great example from a personal injury firm in Texas. This FAQ is detailed and provides highly appropriate context and information to appeal to the firm’s target customers.
2. Product Videos
The easier it is for consumers to get information about your goods or services, the more likely they’ll make a sale. Video content has the benefit of being self-explanatory. Consumers can easily find all the information necessary to make an informed purchase.
According to research from Hubspot, 43 percent of people want to see more video content from marketers. This can be time consuming and expensive to generate, but you’ll get higher page views and greater customer retention if you can upload video content several times per month.
3. Product Blog Content
A key purpose of your blog is to establish thought leadership and attract potential customers. If you get too spammy with promotional content, you’ll risk losing customer interest.
That being said, your blog is a great way to promote your goods and services quietly but effectively. It can announce company news, introduce new products or services, explain how to use a product in context, and provide other promotional content.
All of that can still be regarded as educational and useful without coming off as spam.
Newsletter subscriptions usually come a little further down the sales funnel, but they’re a great way to garner repeat customers and possibly attract some new ones. Your newsletter can highlight company events, product releases, and recycled content designed to convert.
One of the best ways to get newsletter subscribers is through an opt-in page on your website. It’s also wise to use your email marketing list, blog, and social media accounts to attract such attention.
5. Memes and Infographics
According to research by Hubspot, people remember only about 10 percent of the information they read or hear three days later. However, if there’s a relevant image or graphic associated with the content, they might retain up to 65 percent of the information over the same period of time.
Thus, using memes, infographics, and other visual aids to promote your products can help customers remember the benefits of your products. Such visuals are essential for staying ahead of your competitors.
When faced with information from your competition, users will be more likely to recall your product information and use it to arrive at the best decision.
Creating more engaging content to sell your products could be the key to your success. Using the above types of content, you can pull ahead of your competitors and not only establish yourself as an authority in your industry, but sell more products and expand your business.