It’s never too early to start planning and refining your marketing strategy. Producing great content (i.e. content marketing) is one of the best ways to use inbound marketing to promote your company website.
The following is a look at the best content tactics I recommend implementing into your inbound marketing plan today!
Most people think of blogging as it applies to content marketing. They are partly correct. Running a company blog on your website is a great way to feature your content in an informal and familiar format.
Even traditional corporate websites are slowly replacing old-school “company news” sections and “press releases” with friendlier blog posts.
Effective blog posts are designed to attract, interact with and engage visitors by providing the content people want in a casual and user-friendly format. In fact, with proper inbound marketing tactics, your website’s blog could be the most visited section of your website.
Regardless of the purpose of your website, you should consider running an accompanying blog. It will act as a hub for your content and will be tightly integrated with your inbound marketing campaigns.
2. Guest Blogging
Contributing your content to third-party online magazine’s, websites, and blogs that are willing to publish your content in exchange for credit and/or a backlink to your website is a proven marketing tactic. It’s a great way to build an audience, grow industry credibility, improve SEO and more … especially if very few people are aware of your business or brand.
When your content is well-liked and appreciated, readers will naturally travel from your guest post back to your company website or blog. Guest blogging also allows you to build partnerships and affiliations with other online publishers to share high quality content on a regular basis.
Infographics are fun. People love them because they make even the most technical and complex information visually attractive and easy to digest. Incorporate them into your online marketing efforts. Their visual nature makes them great for sharing on social media as well. Sites like Venngage and Canva offer a free and user-friendly way to create infographics with ease.
An e-book is an electronic version of a book designed to be viewed on a computer, electronic reader, or mobile device. E-books may be the length of a book or just a few pages focusing on a particular topic for busy readers.
Unlike whitepapers, e-books are generally more casual and visual, often containing images, interactive presentations and even videos. Content marketers often utilize e-books as lead generation tools with an offer that can be downloaded in exchange for a site visitor’s information. Every company, including yours, has similar material that can be converted into an e-book.
Whitepapers are slowly being replaced with more casual, visual e-books in content marketing. However, they still have many applications for specific industries. They are generally technical documents or reports focusing on a particular topic. They are more academic and formal than e-books and typically consist of text and minimal graphics.
Consider using whitepapers to share information that is data-centric, technical, or based on quantifiable research. Whitepapers are often PDFs that can be downloaded, just as e-books, in exchange for a visitor’s contact information.
6. LinkedIn SlideShare presentations
LinkedIn SlideShare is a great way to deliver lengthy, in-depth content in an easily accessible format to millions of people. Many of the world’s best content producers use SlideShare.
Visitors regularly use the site to look for information, learn about new topics, and to research products and services. It’s also easy to use. If you have already created presentations, videos, infographics or documents, uploading them is a breeze.
Videos are a great communication tool for your website. People love sharing videos on social media. Google includes videos in its search results that create yet another avenue. Finally, there are entire communities such as YouTube or Vimeo where you can get even more exposure by uploading your videos. Videos are great for educating and entertaining. Think about how you can use videos to help your customers: video tutorials, screencasts, product demonstrations, interviews and more. Learn how to create your first video here.
A podcast helps you deliver content on-the-go. Thanks to mobile devices, people have quick access to their favorite content in their car, on a flight, on a train commute to work and while traveling.
It may seem like a lot of work, but podcasts can actually use the same recycled content that you and your team record and release on a regular basis. Some of the best podcasts are informal and conversational.
Of all content marketing tactics, the webinar is probably the most immersive. Attendees invest all their attention in the webinar for as long as an hour. Unlike a static video, the webinar format allows for interaction with others, including Q&A. This makes the webinar an incredibly effective tool.
Ready to put these content ideas to use in your inbound marketing strategy? Jump in! Have fun and good luck.
This article has been edited and condensed.
Andrew Kucheriavy is the founder and CEO of Intechnic, a leading web design agency with locations and clientele in North America, Europe and Australia. He is also a published author, blogger and a recognized visionary with functional expertise in web development, marketing, e-commerce and business development. The ROI or “Results on Internet” approach Andrew pioneered helped many companies worldwide reach their full potential. “ROI – Results on Internet” also happens to be the title of his book. A version of this article originally appeared here. Connect with @ky4ep on Twitter.
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