What’s the point of investing in marketing if it doesn’t work the way you want it to? Many business owners feel like they don’t have this problem — that because the content they share gets the traffic or visibility or even sales, that this content is doing its due diligence. However, limiting the scope of what your content can do for you to only these basic capabilities is selling your content — and your brand — short.
One aspect of content function should always be credibility. This is a sort of unspoken goal that content creators should put into anything they make. When you post a blog to your business site, don’t you want it to speak to your knowledge base? To what your company can do for others that your competition can’t? Shouldn’t the information be new, or at the very least, shouldn’t it be accurate?
While any and all content can pull this off, some types of content are more influential than others. Don’t limit your business content marketing to just retweets and blog posts. If you’re ready to step up your content game, try these four types on for size:
Information sharing isn’t just about facts — it’s about appearance. As much as you may wish this wasn’t true, think about it in the context of capability. Anyone can write words; whether the content is quality or not is up for debate, but typing is something everyone does online all the time. Not everyone can make a great looking infographic that’s informative, attractive and engaging on a visual level.
Not only do infographics boost your credibility by sharing facts in a fun way, creating these images also shows that your business is aware of current marketing trends. Consumers also appreciate infographics because they’re easy ways to absorb key pieces of information. Imagine this blog as an infographic: it would be a brightly colored image, taking out only the key sentences to share with the world. Infographics cut through the fat and get straight to the meat of a topic.
Consider this quote from Monica Mayk, Market Connections VP of Client Relations at Market Connections Inc.: “Humans are highly visual…We are programmed to absorb visual information faster and more easily than other kinds of information […] Almost everyone will comprehend a visual immediately.”
If you work in the B2B sector, you probably already know what a webinar is. Businesses that focus on helping other businesses through some type of service do well with webinars because they fit very neatly into the B2B marketing methodology. However, B2C companies can also do wonders with webinars as long as they’re framed correctly.
As of 2015, over 60% of marketers were using webinars as a means of pushing content for marketing purposes, and for good reason. Nothing says that you know what you’re talking about more than positioning yourself as an educator. People instinctively trust those who put themselves in this role, and showcasing your knowledge on a subject, service or topic is a great way to build brand and business credibility.
A lot of credibility harvesting has to do with how you frame content, oddly enough. If you create a bunch of subpar blog posts, you’re just another business trying to get traffic. Combine these posts into an e-book marketed as a guide to a certain topic? Suddenly you’re a genius while simultaneously getting more email list subscribers than ever before.
But this doesn’t have to be so cynical — after all, it’s always important to focus on quality and not just how to position yourself for success. When it comes to e-books, try to put effort into what you create. A great e-book is one that offers readers valuable information while still containing calls to action so consumers know they can’t do everything themselves.
Aren’t e-books just for B2B businesses, or those who work in the marketing or self-help sectors? We say no way – with a little creativity, any business can create one. Consider a fashion brand creating an e-book about how to style jewelry with outfits, or the best way to turn a men’s shirt into a dress, all while suggesting products they sell during their instructions. Anyone can make an e-book, and the credibility they can gain is phenomenal.
Finally, nothing says credible like being able to provide new information. In creating these blog posts, we find research that’s already available online and include it to back up how we feel on a certain marketing subject. When a content creator plans an interview with someone related to their industry, however, they create information instead of replicating it.
Not only do interviews build credibility, they also bring in a lot of site traffic. Communicating with an interviewee means they’re likely to want to share the created content with their own following, doubling your visibility chances. If you truly want to be influential and credible as a business owner, interviews are one of your best bets.
Looking for more ways to boost your brand credibility? Learn how you can utilize user generated content to do just that!