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5 Types of Content to Engage Your Customers (Other than Blogs)

Posted by Kerrie Brooks in General on June 1st, 2016

When it comes to content, many businesses often start and stop at the blog. This may be due to a reluctance to venture into creating unfamiliar formats or simply down to not being aware of the other types of content that are out there. Whatever the reason, sticking to the default content type could be holding you back.

From attracting attention to engaging customers and driving more traffic, mixing up what you share with your audience offers numerous benefits. To get you started, here are some popular types of content you might want to consider.


1. Infographics

Infographics transform data into captivating, memorable imagery and are one of the most popular types of content around today. Consumers love digesting them and businesses like the results they bring. Recent figures from LinkedIn suggest that infographics are 3 X more likely to be shared on social media than other types of content.

But why do they work? Not only are they visually enticing, but humans also process images 60,000 times faster than text. If you have a complicated process to explain or some interesting statistics to share, infographics can help you communicate them to your audience more effectively. Good infographics tell a story, include minimal copy and focus on one key message.

2. Video

The play button is becoming the most compelling call to action. According to recent statistics, 78% of people watch videos online very week, 92% of mobile video consumers share them with others, and 52% of marketing professionals globally name video as the type of content with the best ROI.

Video content is extremely versatile. From raising awareness about a new product or service to showcasing your company culture or sharing a story, you can use it in a way which is effective for your business and resonates with your audience. Cost a concern? A do-it-yourself video, such as a vlog or webinar, can be just as effective.

3. SlideShare

SlideShare, owned by LinkedIn, is a presentation sharing platform which offers businesses the chance to showcase their expertise.  However it is the social media site that is most often overlooked. The process is simple. Whatever you want to get across, simplify it, make a PowerPoint presentation and upload to a global audience.

Not only does SlideShare play to the consumer preference for visual information, but it also offers a highly targeted audience that is interested in your content – over 80% of its 70 million visitors come through targeted search. But you have to get it right. And getting it right relies on great design, a powerful title, useful content and inclusion of keywords.

4. Useable guides

A guide is a fairly lengthy piece of content, often in PDF format, that educates your audience on a certain topic. Whilst a blog can do this to some extent, a guide can do it more effectively, enabling you to provide more detailed information in an easy to follow way. In addition, it gives you the flexibility to include value added extras such as visuals and printable pages.

To produce an effective guide, you need to first think of a useful topic to share with your audience. This could be anything from how to write a business plan to how to stay healthy – but make sure it is relevant to your business. Because of the popularity of this type of content, it is a great tool to encourage sign up when offered as an incentive.

5. eBooks

An eBook is essentially a condensed and more appealing version of a whitepaper – a ‘persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution’ (HubSpot). For SMEs, they are often a more manageable and timely option.

Why are they effective? Their main selling point is that they are a great way for you to share your expertise with your audience. Their lengthy format of at least 10,000 words gives you the opportunity to go into detail and thoroughly answer a question. To make it credible, and save you time, consider getting a professional writer and designer on board.

Using different types of content can be a very effective strategy for engaging with your audience. But it is important to ensure that the format you choose is not only fit for purpose, but is also a suitable fit for your industry, customers and budget.