If you’re just getting involved in content marketing, the first thing you need to do is launch your blog and start writing.
Then, when your blog is established and purring along, try throwing in a new type of content.
I predict that you’ll immediately see a difference — fresh traffic, targeted visitors, higher conversion rates, and better SEO.
But before I share the types of content that will drive you more traffic, there are a few things you need to know:
You don’t need to try all of these examples – different content types suit different brands in different ways. If you don’t think that a certain type of content will serve you, no problem. This list isn’t about must-haves. It’s about maybe.
Don’t be afraid to try new stuff – I’ve found that some people shy away from new types of content because they think it will take too long, be too hard, or fall flat. I understand your apprehension, but I encourage you to try it anyway. Want to get started with a video? You don’t need to buy a green screen, editing software, or a pro-grade camera. Use your iPhone and your YouTube account. Start small and work your way up.
Pick one and put it in your schedule – if you use a content marketing schedule, slot one or two of these into the editorial calendar for the next month. If you don’t plan it, you probably won’t do it. I challenge you to pick one and give it a try sometime in the next four weeks.
This list is not exhaustive – I encourage you to think of content not in terms of types but ideas. The form that the content takes is secondary. The idea is primary. First, develop your idea. Then, determine what it’s going to look like. The variety of content is endless. Heck, you may even want to invent your own type of content.
So, let’s get started..
1. Infographics
An infographic is the presentation of information or data in a visual way. Its name sums it up — info + graphic.
Infographics get shared more, viewed more, and loved more than most other content types. They are a powerful way to get your information out there in an explosively visual format. A study found that infographics were liked and shared on social media up to three times more often than other content. The viral potential is there.
How to do it
If you have a graphic designer in your professional network, tap him or her to make an infographic for you. Some graphic artists specialize in infographics.
When to use it
Infographics are perfect for communicating almost any idea or concept. Data, research, statistics, and findings work especially well.
Things to keep in mind
Infographics can be expensive. The amount cited above — a thousand dollars — is pretty close to the standard price.
Infographics used to go viral just by virtue of being an infographic. That doesn’t work anymore. Everyone is making infographics. Today, you have to make it really good to make it shareable.
Make a gifographic. Gifographics use the infographic model but feature animated gifs instead of the static images of a conventional infographic.
2. Memes
You’ve seen memes. They’re easy to make. They’re viral. They’re hilarious.
That’s one of the great benefits of memes — their humor. People love something that they can laugh at, share, and get a kick out of.
How to do it
Memes don’t require graphic design skills. There are sites that allow you to add your own text to popular meme images.
Memes may not be the best type of content to share on your blog, but they’re primed for social media outlets.
Memes are just-because content. When the mood hits or a funny idea strikes you, go ahead and meme it.
Things to keep in mind
They are adaptable. The great thing about memes is that they can be adapted for use in any niche. Your niche is neither too narrow nor abstruse to warrant its own meme.
Memes can be low value, so don’t overuse them. When misused, they can devalue the message or brand that you’re trying to promote.
3. Videos
There’s a world of variety within videos. I could write a whole separate post on different types of videos. No matter what type it is, however, a good video communicates a message in a succinct and memorable way. Done well, a video can be extraordinarily persuasive. This video on Crazy Egg helps to bring in $21k every month.
How to do it
Whether you create a video of an office tour, an explainer video, or a music video you’ve got to get the script right. A video isn’t only about the moving picture; it’s about the words that you say or display
Put the video on YouTube. This video sharing site is great to garner social signals for SEO and improved results for video search itself.
Things to keep in mind
Making a good video is not cheap. You can start small, of course, but contracting a video specialist or a camera crew can cost quite a bit.
Videos aren’t supposed to be long. Two to three minutes is a good length.
4. Opinion post (a.k.a. “Rant”)
This style of post is substantially different from your typical blog post, mostly due to its tone. You may be used to publishing a careful and researched discussion of a topic. The rant or opinion, by contrast, may be stronger and more expressive. The more vociferous your position, the more it’s going to get read and shared.
How to do it
Occasionally, write a strong first-person take on a hot topic or big issue. It could be your opinion on a major industry change. When you address popular topics, you’re able to get stronger search potential and shareability.
Things to keep in mind
This should not be a daily thing. Someone who is constantly sharing his or her opinions or ranting about a topic can become odious. Use with caution.
Be civil. Don’t let your opinions degenerate into people bashing. “Rant” does not equal “angry.”
Be clear about what you’re doing — that this is your opinion, your take, your position — and be humble about it.
5. How-to
The how-to is one of the most popular types of content, especially in my niche. On my blog, I write a lot of how-to guides. How-to articles have awesome long tail search potential due to these popular long tail query introductions: “How to…” and “How do I…?”
How to do it
First, identify a common problem. Then, come up with a solution. The model is simple:
Introduce the problem
Introduce the solution
Discuss each step of the solution
Summarize the discussion
Provide a conclusion
Things to keep in mind
The options for how-tos are inexhaustible. Think of one topic that reflects something you do on a daily basis. Next, write a how-to article based on that one issue. It could be industry specific or more general: “How to reply to every email in one minute or less” or “How to optimize your robots.txt for search engines.”
The more thorough your explanation is, the better. Diagrams, videos, and pictures can all help enhance the how-to blog.
6. Link pages
A link page is simply a post that provides links to great resources around the web. The great thing about link posts is that they spread link love to other sites, provide your own site with authoritative SEO signals, and assert your thought leadership within your field.
How to do it
A link page, often called a link roundup, is simply a list of links. Write down the title of the article, hyperlink it, and number it. Done.
Things to keep in mind
It’s helpful to add your own blurb or introduction for each link you provide. Although not necessary, it’s a good way to put your own spin on a topic or add a bit of value to the discussion. Besides, if a post is particularly good (or bad), you may want to point this out.
7. Case Studies
A case study explains what your product or service is and how it helped a client. The case study basically says, “here’s what we do, how we do it, and the results we get.”
How to do it
To create a case study, follow this model:
Write a summary of the study and a preview of the outcome.
Explain the challenges that you had to overcome or the problem that the client was facing.
Write out the solution you provided. Make it clear and explain it in a step-by-step way.
Discuss the results of your solution and the ways in which it was successful.
Provide a conclusion and a call to action.
Things to keep in mind
Write your case study in such a way that it doesn’t come off as pure marketing.
Make it a story. “Case study” sounds pretty bland, but a good case study is really an inspiring “success story.”
8. Interviews
Every field has its leaders. When you’re able to interview a leader, you can garner a lot of respect from others in the field, not to mention huge amounts of traffic. Interviews are unique. No one else has this information — only you.
How to do it
First, you’ve got to invite the interviewee and set up a time to talk. Once you’ve done that, here’s a good format for conducting the interview:
Introduce the interviewee. Generate excitement and anticipation.
Ask a question. Let the interviewee answer.
Continue with the question and answer format until conclusion. If intriguing points come up during the discussion (and you’re adept at thinking on your feet), you may wish to chase down the point with further questions.
Conclusion. Be sure to thank the interviewee and provide a call to action for your audience.
Things to keep in mind
If your interview is audio or video, be sure to provide a written summary or an overview of the interview.
Conclusion
It is absolutely necessary for your content to stand out if you want to succeed with content marketing.
As you’ve seen from this list, there are plenty of content options. The more types of content you use, the more powerful your content marketing efforts become.
Content, regardless of its form, speaks to an audience. That audience, in turn, listens, shares, learns, and converts.
There’s a wealth of potential here — the kind of potential that your brand needs in order to advance to the next level. Now, you have a plan to get there. Go get started.
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