If you’ve been marketing online for some time, you’ve probably seen the phrase content marketing.
Before the advent of the strategy, business relied on other marketing strategies to grow.
Traditional and online advertising made up the most part of their marketing strategy.
Then came content marketing, which has changed the way businesses view lead generation.
What Is Content Marketing?
So you’re practically marketing your products or services with content, not advertising budgets.
And then the question that this post seeks to answer…
What Are the Different Kinds of Content Marketing?
Are there any content types that really drive traffic to your website?
There are several different kinds of contents that can drive traffic to your products and services that you sell in your sites:
- Blog Posts
- Case Studies
Most opt-in forms these days promise a juicy eBook report if you leave your email address.
The ebook offer is meant to draw you in so you can keep visiting their site.
You can get better at using this technique to drive traffic by infusing a little smartness.
First things first, the best ebook to offer on your opt-in is the one that serves as a content upgrade.
I mean ebooks that are snippets of the exact post they’re placed on.
That’s how the content upgrade system and content marketing work.
Very few people would want to download a boost traffic ebook on a post that’s talking about Facebook marketing.
They just aren’t interested in learning about traffic growth at that moment.
If you think this strategy doesn’t work, look at this amazing discovery by Brian Dean.
He noticed a 785% increase in conversions by offering unique content upgrades.
The second thing you’d need to do is to work on your landing page.
The first thing a visitor sees on your landing page is the headline so make it very clear.
Don’t keep them guessing about what your ebook is about.
Then include a subheadline that restates the headline’s point with depth.
And include social proof.
Except you’re Superman (and not everyone knows who he is), you need people to believe your ebook does what you claim.
Once you’ve gotten those visitors on your list, make sure your ebook has a link to a landing page too.
If you want these new leads to check out your products or services or just more of your posts, you need that landing page.
If a picture is worth a thousand words, then you can only imagine how far videos go.
There are a few stats that can help you do the estimation.
55% of people consume online video content daily.
And only one in five customers will read a product description instead of watching a video review.
So how can you use videos to drive traffic?
Well start by creating a video, and you don’t need to pay anything, start with a YouTube channel.
But you’re not going to succeed by spamming YouTube with tons of videos no one cares about.
You should start with proper video keyword research.
Start your keyword research with YouTube suggest, a mechanism by which YouTube spits out the questions people are asking.
So for a seed keyword like “how to get traffic,” YouTube suggest comes up with results like “how to get traffic to your e-commerce store.”
You should also apply your everyday SEO knowledge to know the type of videos to create.
“How to” keywords and others that require lots of explanation have videos ranking for the keywords.
This means if you focus on these keywords and create something better than what’s available, you’d rank also.
The next thing is to do is investing time and money into creating awesome and helpful videos.
You should create long videos so they can improve your average watch time.
Optimize your videos for maximum exposure by including target keywords in your title and description.
Your title should grab a user’s attention and get them to click.
3. Blog Posts
There’s no way you can call yourself an authority if you’re not sharing ideas that shape and influence your industry.
One way to do that is by consistently publishing blog posts that engage and invite users.
77% of internet users read blogs and the average company that blogs generates 55% more website visitors.
If your posts aren’t driving traffic, here’s what you can do.
Again, don’t just writing anything, look for ideas people will love to read about.
You can do this by looking at keyword research tools like the Google Keyword Planner and SEMrush for those hot topics.
Focus on those keywords that don’t have quality and engaging content for their queries on the results page.
Do something better than the posts you’re competing against, make yours 10x better.
You can also look at social media for those trendy and seasonal topics.
Use power words that invoke curiosity to get readers to click.
And deliver a perfect intro, promise a tip that will be delivered at the end to get them to stay.
Another tip to use is to employ call-to-actions that drive traffic.
If you want people to comment or share your post with their friends, you should say it.
Your posts should also be readable, write for a 6th grader, your blog isn’t the right place to include notes from your degree thesis.
To get people reading more of your other content marketing material, make them scannable.
Your posts should have enough white spaces and actionable subheadings so readers can get the key ideas in minutes.
A webinar is a seminar on the web, so you can call it a web-based seminar.
Yes, webinars are also part of content marketing and it is good to know that they really work.
You can use an offline seminar to introduce your product or service to a market, same thing with a webinar.
Just that in this case it’d be called generating traffic for your site or business.
About 20-40% webinar attendees get converted to customers.
So you see why ignoring webinars means ignoring traffic.
But you’d need to drive traffic to your webinar before funneling that traffic to your website.
To get that initial traffic to your webinar, start with your blog or email list.
Or any other platform where you have a loyal following and promote the webinar.
Then redesign your site to reflect your webinar notice with options for interested attendees to learn more.
And create a unique landing page for your webinar.
Just like any other successful landing page, it should be able to get a lot of people to register.
Encourage attendees to invite others and send reminders so they don’t forget the time.
And don’t mess your appreciation page with loads of “thank you” phrases.
If you’re planning on hosting another webinar soon, that’s the page to include a link to that one.
Since you should be getting lots of new attendees, converting them to regular website visitors is the next step.
Make sure you get speakers who are entertaining and engaging if you won’t be speaking alone.
Don’t forget to promote your website and its social media channels so you won’t lose all that traffic.
Encourage attendees to leave feedback so you can use that as social proof for your site if it’s good.
People love listening to authority figures so that’d get you the traffic you need.
You should be on a few podcasts yourself, I mean, you can’t give what you don’t have, right?
A podcast is a series of digital audio or video files made available on the internet for visitors to listen.
Just so you know how big podcasting is, the same number of Americans listen to podcasts and use Twitter.
As your podcast grows in subscriptions, you’d be able to promote your site and get those visits.
But that’s if it grows, that’s if you can drive traffic to the podcast itself.
You can start by leveraging your guest’s audience.
And it works so well if you can grab those authority figures in your industry.
Make it easy for them to share by creating quotable snippets and key sound bites.
Share your podcast on social media by using cute images and short teasers.
If your teasers can’t make an audience want more, then they’re not good enough.
You should leverage YouTube also, with a beautiful thumbnail, for the SEO benefits at least.
YouTube also exposes you to a larger audience and you can get metrics like watch time and engagement rate.
Trust me, you’d need those metrics to improve the quality of your podcasts.
There are also sites that collect the best podcasts across different industries.
They’re like content aggregators, but this time, with podcasts.
Check out an aggregator like PodcastLand, there’s a lot to gain, and nothing to lose.
And get your show notes (transcript) on the podcast page.
Apart from letting the search engines know what your podcast is about, you could also capture leads on that page.
An infographic is a graphical display of information.
And that’s how you should see infographics from now.
It’s not about how beautiful your infographic is, if people aren’t getting its message, it’s not an infographic.
So how do you make your infographic go viral so it brings your site the much-needed traffic?
The first thing you need to do is to publish blog posts for your infographic.
You can also use guest posts, this forms a core part of the guestographics strategy.
Secondly, make it easy to share, by using an embed code.
Believe me, nobody would go through the hassle of downloading your infographic and developing their own unique sharing links.
They’d just read and go, “wow, what a great infographic, too bad I can’t share.”
And that’s one visitor lost for nothing.
Do some blogger outreach too, cause bloggers are always looking for content.
But that means you need to have a super awesome infographic, no one would promote junk on their blog.
Don’t ignore social media, but you don’t need to share to all of them.
Pinterest, Twitter and Facebook are the ones you want to target.
People on these platforms are always searching for cute and informative images to share.
You should also email the embed code to your subscribers.
The share rate will be high since they trust and follow your stuff already.
And those directories again.
Visually and Flickr are two good locations to start with.
Finally, use Google alerts to know when content on your infographic topic has been published somewhere else.
You can contact the blogger and ask for your infographic to be added to the post.
7. Case Studies
If you’re going to make money off your products or services on the internet, buyers must trust you.
They have to believe that you can actually do what you say you can.
But it’s very easy to forge testimonials and reviews.
Case study posts are a very practical way to show that you can deliver.
But many people do a bad job at writing them.
To write a great post, you need to think like the customer, not the seller.
Most sellers want to sell at all costs, but customers need to be convinced to buy.
Your post should target how you were able to meet your customer’s needs with your expertise.
Talk about everything you did, your successes, your failures, you want your post to be real.
Provide images and different bullet points to help readers understand how the goal was achieved.
And provide the numbers, if you’re an SEO consultant, provide a snapshot of your analytics page.
Everyone should be able to see the behind the scenes action.
If you need images and videos to buttress your points (and you would), provide them.
Nobody likes digesting tactics provided in a large, boring, block of text.
And there are different ways to use case studies on your site.
You can have a dedicated page so people can hop on and see what you can do.
You can use them on your landing pages.
So instead of saying, “buy this because it does this and this,” your page can read, “see how we helped this website, we can help you too.”
Every customer makes a decision to buy or not to buy before putting in their credit card numbers.
They make that decision by looking at the opinions of others, it’s called reviews in the e-commerce world.
You can get lots of visitors to your site by writing helpful product reviews.
And you can earn some affiliate income on the side too, but that’s where a lot of people miss it.
They promote crappy products and lie about descriptions just to earn a quick buck.
To stay on track, you should be reviewing only products you’ve had a personal experience with.
This enables you see things from the customer’s end.
Don’t give a positive review because you’re earning money from the post.
If a product or service is bad, you should let your readers know.
You don’t want to earn a few bucks and lose the trust of thousands.
And every good product review has a “Pros” and “Cons” section.
No matter how good a product or service is, there are always some bad sides.
Let your readers know about them.
When you’re done with your post, you’d want to promote the post.
The best source of traffic for your product reviews would come from the search engines.
That’s because people are actively searching for those reviews before landing on your site.
So you may want to target product keywords that very few sites have reviews on.
Your review should give readers lots of choices, don’t make the decision for them.
There are still a thousand and one things people aren’t clear on in your niche.
So many arguments but very few that are definitive enough to be accepted by the industry.
You can get lots of traffic to your site by cashing in on this.
You just need to get those research boots on.
So, what are the subjects you can research on that’d bring you traffic?
Simple, the hot topics or the most competitive keywords in your industry.
If many people have a different opinion on something, it’s obvious there are lots of agreements.
For example, no SEO knows how long it’d take your site to rank on page one.
If you’re in the digital marketing industry, you can take that as a research topic.
Maybe, the SEO industry will now have a timeline to look at when predicting ranking.
And you don’t even want to imagine the number of visitors you’d get on your site.
All wanting to know how you arrived at your conclusion.
When you’re done with your research you need to promote it.
Start with your influencer bloggers, and yes, don’t be afraid.
You have access to data that could change the thinking in your industry.
No influencer wants to miss that kind of thing.
They’ll add your research data to their previous posts so they look more credible.
You can use HARO too.
Journalists are always looking for sources and references for their posts.
Your research can contain information that they’d need so they’d be happy to leave a link to it.
You need images on your content to make it visually appealing.
Images also boost your share count on social media.
There are important image optimization tips you should live by to put your site in front of those visitors.
One of them is that you should use little of stock imagery.
Thousands of sites use the same stock images you’re putting on yours.
And one tactic in SEO is to try to look different from others to enable the search engines spot you.
It’s very likely that you’d rank for many image keywords with your original images.
With stock photos, your chances are quite slim.
Also, you should use tools like Canva to improve your images, let those images interact with readers.
Choose the right image formats also.
If you don’t have an idea which works best, just stick with the JPEG, PNG and GIF formats.
You should optimize these formats with web tools that help with compression.
Some images are bulky and can add a lot of load on your server so you’d have slow loading times.
Make sure your file names are in plain English or in any other language you blog in.
You don’t want to use funny characters in naming your image file as it makes it harder for search engines to recognize it.
Use the “alt” tag also, it plays a big role in image SEO.
And don’t rely on third-party image hosts, you should have copies on your own servers also.
It’s okay to syndicate your images on some of these hosting sites.
But just so you know, you don’t own those sites, and they can take down your images at any time.
Of course, Q&A is short for questions and answers.
It’s a content marketing type that responds directly to the problems your readers have with your blog posts, products and services.
You can have these Q&As on your own site or on third-party aggregators.
The latter option is better as you’d be exposed to more potential visitors.
There are many Q&A sites out there, but the one you should be focusing on is Quora.
Quora receives 190 million unique visits monthly, just think of how even 0.1% of that number would help your site.
But you need to know some tips to win on Quora.
Firstly, try to aim for longer answers.
Okay, I’m not saying you should ramble around a question without saying anything.
Most of the questions you should be targeting should be intellectual questions that require deep thinking.
So, long-form content won’t be out of place.
Quora, just like Google and some other engines, seems to rank longer content that covers a lot of areas higher.
Since you’d be writing long answers, some readers won’t be able to read everything.
This is where you need those bullet points that’d make your answer scannable.
And just like with your normal blog posts, people on Quora are looking for explainer content.
So if you have images that ease comprehension, you should use those.
Employ this rule: more help and less promotion.
If your blog link is on your profile or post, it’s clear you want people to check out your stuff.
And that’s fine, but nobody is going to do that if you don’t provide a helpful answer, and you’d get lots of downvotes.
And avoid posting irrelevant links, you don’t want to be given the spammer tag as it will hurt your reputation.
Content marketing can only work when you’re marketing with the right type of content.
Now you know eleven of them to use.