Content marketing is hot topic these days. Content is essential for small business marketers looking to move from the old, interruption based methods of marketing to the modern marketing methods that revolve around inbound marketing and other methods that strive to be found by potential customers when they are ready to buy.
We typically talk about two broad areas of content – content that builds trust and content that educates. Content that educates is content that helps your prospective customers learn about your unique approach to solving their problem. Your educational content is also where you can share your story and information about your organization. Here are 5 broad types of content your can use to deliver your educational marketing materials.
1. Seminars / Webinars
Presentations, webinars and seminars are a great way to provide prospects with the information they want. Recording your presentation and making it available on demand it a great way to expand your reach and help your prospective customers learn when they are ready to learn.
You probably have a standard set of questions that you hear over and over again on sales calls or when beginning to work with a new customer. Writing those FAQs down and sharing them on your website or in your marketing kit not only provides valuable information, but often helps prospects achieve the level of comfort they need in order to begin having a sales conversation. FAQs also make for great training materials when it comes time to add another salesperson to your staff.
3. Success Stories / Case Studies
Prospects want to know that you have helped other people like them. Case studies and success stories are a great way to demonstrate this as well as demonstrating the many different ways you can help.
4. Point of View Whitepaper or eBook
While the eBook format is quickly replacing the whitepaper, both can be used to dive into detail about what makes your firm different, what your unique approach is, and why you do what you do.
5. Survey Data
Many businesses differentiate themselves by specializing in a particular industry and/or niche. Collecting, summarizing, and interpreting industry specific data is a great way to establish yourself as the go-to firm in your area of expertise. People want to know how their competitors and peers are handling the issues they face. Conducting these types of surveys will also give you a competitive advantage by keeping you in close touch with the needs of the marketplace.
Those are only a few ways to deliver marketing content that educates. Share your favorite vehicles and techniques in the comments below.
Bill Brelsford Small Business Marketing Consultant