While lead generation is important, according to this article on Inc.com, many companies would see far greater results (and better, more-qualified leads) if more emphasis were placed on nurturing, engagement, and providing value through content marketing.
A good content marketing strategy should include many different types of content. The article lists the following top ten types of content most used by businesses, along with the percentage of businesses that report using each:
- Social Media Content (93%)
- Case Studies (82%)
- Blogs (81%)
- e-Newsletters (81%)
- In-Person Events (81%)
- Website Articles (79%)
- Videos (79%)
- Illustrations / Photos (76%)
- White Papers (71%)
- Infographics (67%)
While this list only contains the top ten types, all of the content on this list can serve to engage your audience and keep your brand top of mind. That is your goal in marketing, right?
Why is content marketing so effective? Simple. Because this content provides value to your audience. Each of these ten types of content is a way for your business to engage your audience other than screaming “Buy my stuff!” You’ve seen it yourself. Constant in-your-face style promotion just gets old.
Content marketing, on the other hand, can transform a business from obscurity into a resource where executives are viewed as thought leaders. Your audience’s perception is invaluable and can help place your business top-of-mind when the time is right.
According to the article, the first thing many companies want to do when entering the content marketing space, is generate leads. In fact 85% focus on lead generation, which in the author’s opinion, is a mistake. He states that, “companies would see far greater results (and better, more-qualified leads) if more emphasis was placed on nurturing, engagement, and providing value through content marketing.”
There is a place for content that generates leads. But, don’t make your content a constant stream of promotion after promotion. Instead, aim to engage your audience, by creating the types of content that they want to see – and you can only do that by listening and responding to the needs and wants of your audience.