For someone who has worked creating and publishing content for over 15 years, I consider content and, may I say, its’ subsequent communication is essential to the success of any business.
However, content is only powerful if it gets seen or heard by the target audience at which it is aimed.
Content comes in many forms, of course. This can include video clips – in both real or animated format and it can include visual content such as images, logos, gifs and infographics.
With sites like Instagram, all these different types of visual images can be a powerful tool, especially for b2c marketers.
Audio content is also an option. e.g. sound bites – maybe your own voice recording or a radio interview for example. Audio clips may be particularly useful if your prospects spend a lot of their ‘research’ time driving in their car.
Written Content – Leave it to the experts
Then we come to good old written content. It never goes out of fashion and we can all write it very easily. Is that maybe not quite true, dare I say?
It doesn’t go out of fashion – that’s true, and maybe words and styles may change.
Do we all find it easy to write? No, that’s certainly not the case with the majority of people I talk with.
One of my first clients for content marketing asked me the question…
- Client: “Do I have to write our content?”
- Me: “No, we will do it for you”
- Client: “Excellent, we’ll go with that!” he said, very relieved
I learnt very soon, that clients did not want to have to write their own content as it was time-consuming and not their area of expertise. They also did not feel very comfortable singing the praises of their own business.
Producing good content is one thing but getting the content right is an art in itself
What is the Best Type of Content for your Audience?
A recent study into content by global research specialists Nielsen, looked at the three main types of content that we, as marketers, produce.
- Branded or company-generated content, which focuses on the facts about a business, maybe including case studies highlighting work being done
- Secondly, testimonial type content or product reviews from customers
- Lastly, there is what we refer to as ‘third-party expert’ content.
In the survey, it was found that the 3rd-party expert content had the most impact and influence on customers.
Why is Third Party Content so Valuable?
The implied endorsement of third-party experts holds much more weight to consumers than anything a company can say about itself.
This content needs to appear on some place other than your own website of course, otherwise it doesn’t quite achieve that critical 3rd party legitimacy. The website also needs to have credibility for your content to be taken seriously by your reader.
This third-party content can therefore be very powerful if used correctly, within your content marketing & communication strategy.
If you can position yourself as a ‘quoted’ expert with integrity, within your chosen sector, your authority and reputation can acquire a real boost.