People come to your website for the content

They have a problem, you have a solution

Are you delivering the solution in the right format? By offering people the right solution but also in the right format and at the right time you increase your brand awareness, you create trust therefore you increase the chance of them becoming happy clients.

Blog

Blog

Blog offers an easy way to present frequently refreshed Web content. Backed with easy-to-use technologies for syndication (e.g. RSS), comments and trackbacks, blogs are this days the core of social media that can incorporate sophisticated SEO strategies and audience-building campaigns.

Key points:

  • They encourage conversations: even "bad" comments can be an opportunity for developing good customer relations.
  • Be a good neighbor: write on other blogs as well as your own.
  • Be yourself and relax. Authenticity trumps perfection when connecting with readers.

Infographics

Infographics

As the name suggests, an infographic represents information or data visually, in a chart, graph or other form of illustration. But the power of an infographic goes beyond its immediate visual appeal; unlike a list, an infographic can expose the relationships among different pieces of information, delivering insight, not just raw data.

Key points:

  • Everyone's confusion can become your opportunity - so you can provide value with clarity.
  • Think metaphorically to find an idea that frames your information.
  • Sharing is caring. Make your infographic easy to share online for maximum reach.

Newsletter

Newsletter

A permission-based means of regular communication with current and future customers, usually distributed monthly or weekly. Available electronically, via text-based or HTML, they can include complete articles or brief descriptions with links to articles on your Website.

Key points:

  • Don't spam your contacts - get permission and offer opt-out links.
  • Can be a good vehicle for promoting other content: Webinars, ebooks, white papers, live events, etc.
  • A round-up of the blog content into your newsletter is a solid one-two punch. Try daily blogging and a weekly or monthly enewsletter review.

White Papers

White Papers

White Papers

The old-school type of content, white papers are topical reports, 8 to 12 pages long, on issues that require a lot of explanation. Also known as "conference papers", "research reports" or "technical briefs" they are perfect for demonstrating thought leadership on issues relevant to your clients.

Key points:

  • Can generate potential clients.
  • Increases company trust.
  • Delivered in print, electronic PDF or digital magazine format.

Articles

Articles

A flexible medium, the article gives you the opportunity to address issues, trends, concerns and topics of immediate interest to your intended audience. An ongoing article publishing campaign it's a smart tool for establishing trust in your industry.

Key points:

  • Repetition; do a series of articles to create impact.
  • Look for opportunities to place your articles in print and web, on your website as well as others websites in need of great content.
  • Use appropriate length and tone and be of immediate interest to the readers.

eBooks

eBooks

Think of it as a better designed white paper: a how-to guide, generally 12 to 40 pages, that presents complex information in a visually attractive, reader-friendly format. The content is both informative and entertaining; the tone, collegial; the format, "chunky" rather than linear, to facilitate scanning.

Key points:

  • Develop your distribution strategy early: how will you get your eBook to your readers?
  • Think visually: make liberal use of bullets, callouts, sidebars, graphics and images.
  • Call to action at the very end: what should readers do next? Also, include calls to action or links throughout the eBook.

Case Studys

Case Studys

The case study is a 1 to 2 pages long document, which combines the first-person authority of the testimonial with the narrative structure of a story. Based on real-life events, it helps the reader empathise with the featured client to build credibility and trust.

Key points:

  • Follow a simple, three-stage format:
  • problem - solution - results.
  • Use direct client quotes to reinforce the story, especially for the results.
  • Share case studies online, in direct mail, in press kits, as sales handouts, etc.

Video

Video

Sites like YouTube and Wistia have greatly simplified the challenge of uploading and sharing videos. With these tools at your disposal, you can embed or link video easily, social media options for conversing and sharing that can help your content get noticed.

Key points:

  • Think beyond the "talking head" approach.
  • Instead of taking a one-shot approach, consider a video series that builds interest, and an audience, over time.
  • Don't sweat "perfection": many of the most successful online videos have production values that would scandalize traditional media broadcasters.

Video Blog (Vlog)

Video Blog (Vlog)

A weekly series of brief videos built around a hot topic of interest. Available by subscription and for download, and often via video sharing services such as YouTube or Wistia, they can be watched at the viewer's convenience.

Key points:

  • Think in terms of a sustained series, not merely one or two quick shoots.
  • The combination of words, sound and visuals gives you an extraordinary opportunity for building a brand personality.
  • "Perfect" production qualities are NOT necessary; in fact, an imperfect realism can play in your favor.

Custom Print Magazine

Custom Print Magazine

Some marketing gurus say that all brands are now publishers. The custom print magazine takes this approach quite literally, offering the familiar magazine format with a new twist: it's sponsored and produced and issued by one company.

Key points:

  • Be prepared to spend some money for even a small initial distribution.
  • The most effective frequency is quarterly or even monthly.
  • Can be an excellent way to bypass gatekeepers.

Digital Magazine

Digital Magazine

A hybrid between the traditional magazine and a fancy PDF, digital magazines offer self-contained, visually compelling periodical content that doesn't require special software to open and read. These are generally distributed by email or via the websites.

Key points:

  • If you don't like the confinement of a digital replica, consider repurposing magazine content on a microsite.
  • Digital magazines are great for integrating print content with a web presence.
  • Consider adding video and podcasts to your magazine content.

Website Widgets

Website Widgets

A widget can execute a number of functions (time, weather, ticket sales, pool, survey) without redirecting users to another page or requiring the installation of additional software. Like mobile applications, widgets can be custom-made to encourage customer interaction with your brand.

Key points:

  • Could be a huge opportunity for organizations that require constant feedback.
  • Works effectively in modern browsers and mobile devices.
  • May be further customised.

Let's grab a coffee

How about coffee on us and a complementary content strategy session for your business?

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