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Novella or novel, which length is right for your target audience? That’s the question you have to ask yourself before creating a new piece of content. Short-form types of content marketing play a key role in engaging viewers and boiling down complex information into digestible portions.
After all, your potential customers may not appreciate an eBook or have time during the day to participate in a webinar. That doesn’t mean a content marketing strategy will fail your sales or engagement efforts. Instead it means you must select the right type of contenting to fit your buyers’ preferences. Short-form content like blog posts and case studies have the power to attract, convert, close and delight current and prospective clients if applied correctly. Learn more about these and other types of short-form content.
A blog is a core foundational element of a content and inbound marketing strategy and is critical to helping a company website generate demand. Blog articles provide the opportunity to create relevant content for current customers and prospects to strengthen relationships and develop thought leadership.
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How-to content is the workhorse of any content and inbound marketing strategy. Everyone on the Internet is looking to learn how to do something faster, cheaper or better than others, which means this type of content can drive significant traffic, according to HubSpot. Use how-to posts when your topic has to do with educating your audience about how to do something they might not know how to do.
Identify key areas that are within your brand’s wheelhouse of expertise to determine opportunities for developing how-to content. By using your buyer persona research, you can ascertain what area someone may be looking to improve or what processes they want to start using.
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How-to content can be used ungated or gated, depending on the topic, the buyer persona you’re targeting and the stage in the buyer’s journey
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Interviews in the form of Q&As are ideal for brands that wish to provide expert testimony about a process, new trend or concept, while showcasing an individual’s personality. Used by magazines for decades, Q&A-style articles enable your brand to include expert guests in your content organically and drive greater reach because of the expanded network they often provide.
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Web pages make up your website and are the foundation of any online presence. Content on a page may provide thought leadership, case studies, product and service descriptions and more. Web pages make up the framework of your website and funnel customers to an intended action.
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Case studies provide a useful mechanism for understanding intangible products or services in action. Instead of telling customers why something works for a particular application, case studies demonstrate through factual storytelling.
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E-newsletters offer an opportunity for your brand to maintain relationships with current customers and intrigue prospective customers with your informative content and updates.
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Does your marketing calendar require other types of content? Download the eBook “25 Types of Content Marketing” to discover a wide variety of content formats that can help increase current and prospective customer engagement, brand thought leadership and more.
Topics: Content Marketing
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