Choosing the right type of marketing content for your business

Choosing the right type of marketing content for your business

Most businesses now know about the power of content marketing. It’s why 69% of businesses plan to increase their content marketing budgets in 2023. However, it’s important to think about and consider the different types of content marketing that will work best for you. When should you use them? Which marketing formats will work best? Knowing your audience and where they are in their buying journey is crucial.

Timing is key

Compelling content is always designed for the personality and interests of your target audience segments. But did you know that up to 95% of your audience may not be ready to buy from you? Usually, customers have an incubation period from when they’re first introduced to a product, to when they make a purchase. This is called ‘The Consumer Buying Process’.

Types of content marketing formats and when to deploy them

Content creation is an extremely helpful way to drive prospects through the buying process. Depending on the content format and type you choose, you can appeal to buyers at different stages. The buyers’ journey can generally be broken down into three stages:

  1. Awareness
  2. Consideration
  3. Decision

The awareness stage

At the awareness stage, potential customers realise that they have an issue that needs a solution. Then they’ll begin looking for answers. They won’t be looking for answers at this stage but will turn to search engines to contextualise their problem.

The best type of content that would help generate leads at this stage is top-level educational content that will direct them to a solution. This could be written content or other forms, such as blog posts, white papers and social content.

Blog content

A blog post falls under the category of awareness stage content. Writing blog posts allows a marketing team to target a specific pain point or problem that your audience is experiencing. You may also use search engine optimisation to target keywords that match the search turn. This will assist you in creating valuable content that search engine users may find, in turn potentially generating leads.

White papers

White papers are a form of long-form material, similar to blog posts. However, they differ from blogs in that they provide a comprehensive answer to a specific issue. They can be used to inform, clarify and educate prospects during the awareness stage. They are especially helpful for B2B companies because they cover specific issues related to the industry.

The consideration stage

This stage of the buying process is when your customer starts to think about using your service or product to solve their issue. With extensive research and careful consideration of all available options, it is regarded as the lengthiest phase of the buying process. During this phase, your content marketing strategy should include quality content that is as informative as possible, such as a how-to guide.

Social media posts

Social media platforms can help reveal more about your product and brand. It can also be the place where your audience can discover more about your brand’s reputation. Social media has an impact on consumers at the awareness stage, but it can also move people from the awareness stage to the consideration stage. Successful social media marketing, for instance, can show competitive value, increase brand awareness and facilitate decision-making.

Video content

Video is useful for marketing teams at many stages of the buyer journey, but it’s particularly useful during the consideration stage. This is because they provide an opportunity to create stories and be as content-dense as possible.

Video content also has the highest interest level out of any other content form. Visual content is incredibly versatile and offers a wide variety of creative opportunities for video marketers. A YouTube video, for example, can educate customers on how to use a product.

Email marketing

Email can be utilised at any point during the buying process, but it’s most effective during the consideration stage. Your customer might not be prepared to make a purchase at this time. But any queries they might have can be addressed in your emails.

Email also gives you the opportunity to learn more about your audience. Click-through-rates, web traffic, bounce data, email opens and behaviours on your site can provide valuable insights. To move buyers through the process, you can start introducing your product or service in more detail.

Decision time

This is the most valuable stage of the consumer buying process. It’s where the buyer will evaluate all of their options and decide on the right provider for a solution. At this stage, your buyer knows about your brand through reading your social media network, digital content and high-quality blog posts, and now intends to make a purchase. While they aren’t browsing anymore, they may still have some questions about your product or service.

Free trial

Offering a trial is the best method to address any last-minute queries your customer may have about your service. It’s like how car dealerships give test drives. Many software companies free trials to potential customers to give potential customers increase their customer base and widen their market appeal.

Coupon or voucher

Because it appeals to your customer’s fear of missing out, a coupon or voucher is an excellent marketing strategy for the decision stage. Your customer is already fully informed about your company or product at this point in the process. They are now seeking an excuse to make a purchase. At this point, a short-term offer or deal can frequently earn their business.

Case study

A case study can be used in both the consideration and decision-making stages of the buyer’s journey. They’re essentially a kind of research report that focuses on how your solution helped business at another company. They’re excellent for demonstrating how and why your good or service is superior to those of your rivals.

How you can use content to bolster your growth strategy

The most effective method for using content marketing as part of your growth strategy is to use different forms of content as part of your strategy. Many content types, such as on social media platforms and email marketing, can actually be used to reach people at different stages of the buying process. Knowing where your audience is in their purchasing process will help you better understand how to appeal to them.

Do you want to receive three times as many leads for sixty per cent of the price of conventional digital marketing? Get in touch with our team to see how you can increase the value of your content marketing in 2023. Call 0117 905 1177 or email [email protected].