Which type of content marketing is best?
Which type of content marketing is best? The answer is simple! The content marketing that best suits you, your business and your ideal client.
Using digital and content marketing is a fantastic strategy for reaching a large audience and allowing you to truly engage with your clients – targeting their wants and needs – as well as getting direct feedback, in terms of comments and likes, for example. However, the choice is overwhelming. So, how do you evaluate which content marketing strategies and tools to concentrate on?
I recommend three key areas for you to consider to help you make your decision.
Content marketing that will work best for you
The first (and most important!) thing to consider is what you like doing. I think this consideration is not taken seriously enough.
Do you love writing? Do you love making videos? Do you love taking photos?
Do you enjoy hanging out on Instagram? Do you read lots of blogs? Do you enjoy watching YouTube shorts?
As the saying goes, “do what you love and you’ll never have to work a day in your life”. So, treat content marketing in this way. Figure out what elements of marketing you really enjoy. I love writing and researching, so blogging works really well for me. Writing this is not a chore. It is part of my ongoing personal development, as well as creating something which I hope (and believe) is of value to my audience.
If you hate writing, then don’t commit to a blog, in its traditional form, at any rate! It’s far worse to do something that is a chore. It will quickly become become inconsistent and sporadic…or you will give it up very soon.
Alternatively, if you love taking photos, go to town on creating an amazing Instagram or think about perhaps a Pinterest account for your business, as well as updating your website with great imagery!
If you love being in front of the camera, then do regular Lives, perhaps start a You Tube channel, or run online webinars. You can add video content to emails, as well as your website.
All marketing is time consuming – but doing what you really enjoy will make it feel good, because you’ll have loads of ideas. This, and the impact it will lead to do, is also really great for building your confidence in the content. Importantly, you’re more likely to make more engaging content because your passion will shine through.
Content marketing that will work best for your business
Every business has different needs. Also different types of content will better ‘show off’ your services or products. For example, I don’t have a lot to photograph. There’s me, a laptop and some words usually (!), so there is no point creating a content strategy around taking loads of beautiful photos to show off my services. I’m not that good a photographer either!
On the flip side, if you make jewellery, then learning to take great photos of what you make and enjoying the process, as well as figuring out where best to post/publish these photos is worth every penny.
Whilst writing is my favourite, videos work really well for my business, because I can educate and talk about a wide range of tips and suggestions that best shows off my services and the membership. I also love how videos can be published on many different content marketing platforms. This suits my business and, hopefully, should boost its credibility.
Another important take away here is that your business doesn’t need to be on every social media channel – that is not good for business! If you are super stressed and too busy to do your work (let alone marketing) then pick one! Your hero platform! If you have a little more time and feel your ideal clients also ‘hang out’ on more than one – then (and only then) pick two. But, you have to promise me you love that platform and the content you create, just as much!
Content marketing that will work best for your ideal client
This is an element that is often forgotten about. Your ideal clients do come last (!) when you are gaining clarity about what types of content marketing you should do. However, they are last but not least or completely ignored!
Taking an extreme example – imagine you love writing and you decide blogging is a great way to show off your business services because you have lots of FAQs to answers, etc., etc., It is fabulous for SEO and for driving people to your website. …and, the latest advice is the longer the better! However, if your ideal audience is children – how many are going to read a weekly 1000 word blog??
Another example, is if your ideal client is a CEO, as much as you may love it, you’ll probably find a limited number of them currently on TikTok! Give them time…but, right now, I hope you see what I mean.
Having said all this it doesn’t always mean that you can’t use a certain content marketing type if you truly love it. It might be that you slightly need to tweak the style. Your blog type and style needs to fit with the reading habits of your ideal clients. Your choice of social media posts needs to resonate with your ideal client – as does the social media platform you put them on. The regularity and length of your emails needs to suit the ideal inbox arrival time, length and style for your clients. Do you see what I mean?
Get your content working hard for your business now
Ideally, there will be a lot of cross over between the content you want to create; your business needs, and your ideal clients will want to consume. This is a great place for choosing the types of content marketing you want to focus on first, and the basis of your strategy.
If you are feeling completely flustered, then why not book a Power Hour session with me. It’s all about gaining total Content Clarity, especially if you are struggling to identify any piece of content marketing that you actually enjoy!
We can assess the content marketing you are already doing (if any), what you can stop (if relevant) and help you move towards a content plan that will allow you to focus and make the most of what you have to offer. For £99, get loads of ideas sorted in to an easy-to-follow plan.