When crafting marketing content, have you ever taken a minute to think about what your prospects crave?
No, I’m not talking about that delicious triple layer chocolate cake or a hot fudge sundae. (Although if you include a piece of cake and some ice cream with your content, your sales might actually increase.)
I’m talking about the type of marketing content your audience wants to read.
The content that will draw people to your website, blog, videos, and social media channels time and time again because they can’t get enough of it.
Yes, that kind of content does exist. And we’re going to share these content types with you.
Keep reading to discover 5 content types your audience craves.
Value-Driven Marketing Content
“What’s in it for me?”
This is a question your audience will ask long before they dive into your content.
When creating content, you need to keep in mind the following:
What will your prospects get out of it?
What value do you offer?
What key pain points do you attempt to solve?
Do you speak your prospect’s language?
The key to keeping your audience engaged and wanting more is to provide value.
Notice how this piece of content provides valuable information, gives instructions, and shows examples of how to execute the tip given. It includes everything you need to provide value to your prospect.
Exclusive Marketing Content
Everybody likes feeling special. And your prospects are no exception.
If you have a special membership site, members-only newsletter, or a special email newsletter for exclusive customers, take advantage of these private communities and create exclusive marketing content just for them.
This content can be an announcement about your latest product or service, a quick tip sheet, video training, special discounts, or even a personal letter thanking your audience for being loyal customers or subscribers.
The point is to make your audience feel as though they are getting something that no one else is getting.
When your audience is consistently given exclusive content, they will crave more, knowing that they receive insider information and special deals before anyone else.
Shareable Marketing Content
People share funny stories, silly memes, tear-jerking videos, educational content, etc., for a simple reason. They enjoy it or learn something from it, and want others to also enjoy it or learn something as well.
That’s why it’s a great idea to regularly create infographics, videos, blog posts, and other content that your prospects can pass along.
Here are a few types of content that frequently get shared online:
It’s easy to track if your marketing content is shareable or not by viewing your social media share stats.
In fact, you can use those stats to determine what type of shareable content your audience craves the most by viewing how many times it’s been shared.
Take, for example, this series of photos Budweiser promoted for their new American history beer can design.
This image got 19,084 shares, simply because Budweiser’s audience enjoyed the American-themed photo series promoting the new can design.
You better bet that Budweiser took notice of the success of this content and will use it as inspiration in the future while promoting new products.
Now, on the other hand, if your content only gets 3 shares, you’re probably not giving your audience what they crave. No worries, simply try a different type of content, measure its success, and go from there.
Participatory Marketing Content
Prospects crave participatory content. And that’s because participatory content allows your prospects to engage and communicate with you.
It’s all about letting your prospects’ voice be heard.
Most commonly, participatory content is made via creating a poll or survey. These polls and surveys can ask just about anything, but are most commonly used to gather data on:
Why people need specific products/services
What people like/dislike about a specific product/service
But, with social media outlets readily available at our fingertips, participatory content has evolved.
Businesses now have the opportunity to post ideas, questions, new product ideas, and other types of content on social pages to get responses from prospects.
Check out this example from Search Engine Watch…
The post asks a question in hopes that the audience will read the article and then engage in conversation.
Not only does this allow prospects to have their voice heard, but it also gives Search Engine Watch knowledge about the questions people have about this topic.
From there, Search Engine Watch can craft content that continues to engage readers and spark conversation.
Personal Marketing Content
From time to time your prospects are going to desire a break from hard-hitting, educational, salesly, product/service driven marketing content.
And there’s no better way to do that than by sharing more personal content. After all, isn’t it nice to know a little more about the person or company you are purchasing your products and services from?
We think so.
There’s no need to get too personal, but an occasional story about your dog, or your favorite hobby, or even what inspired you to start your company is very refreshing.
And let’s be honest. People truly do have a desire to know more about others on a personal level. But the biggest reason your audience craves this type of content is probably because, like most people, they are nosy.
Why do you think publications like People Magazine are so successful?
So go ahead and indulge your audience with some fun personal content.
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