5 Types Of Content Your Audience Is Begging For

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Businesses like to think that if they write content that interests them and relates to their products, customers will come flocking. 

But, unfortunately, that’s not how it works. When it comes to content marketing, there are specific types of content that your audience wants to see.

The question for us here, therefore, is; what are those types of content? 

Let’s take a look. 

Videos

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When it comes to content marketing, video should be your top priority. Evidence suggests that this is fast becoming the most popular medium for consuming content. So every brand needs to include it at some point in their outreach.

The statistics on video marketing are quite incredible. Cisco released a report a couple of years ago that suggested that video traffic comprises 80 percent of all traffic on the web. And Facebook said that it was thinking about moving over to a video-only setup for advertisers. (It hasn’t done this yet, but the fact that the social network even mentioned it says a lot about where online marketing is heading). 

When it comes to video creation, you have a lot of creative freedom. Your best bet here is to approach the task via a brainstorming session, thinking carefully about the kind of content your audience wants. It could be unboxing videos, explainer videos, or just entertaining snippets that build brand awareness. 

Online Classes

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We’re moving into a brand new era – one in which people demand more and more educational content online. Audiences want gurus – skilled individuals who can teach them how to achieve the things that they want from life. 

That’s why so many brands are now hosting online classes. It seems like a service. But it’s actually a very clever form of content marketing. 

Remember, you don’t actually have to charge people for the content they consume – at least not at first. You can use your classes to educate your customers to a degree. And then you can offer a premium service as a follow-on. 

Small businesses do this all the time. They ingratiate themselves with their clients via free tutorials. And then they offer paid classes or services for those who want to take things further. 

News Articles

Why would a brand want to write a news article? Isn’t that the job of journalists? 

Well, partly. But remember, your business is probably doing some “newsworthy” stuff. So there are often very good reasons for distributing content via media channels. 

Of course, whatever you write in a press release won’t be promotional. But it will communicate your goals, plans, and products to interested audiences. So, in a way, it is a subtle form of advertising. 

But the beauty of it is that customers don’t realize that that’s what’s happening. They see a press release and just assume that it’s information flowing out from a media agency somewhere. They view it as something permissive, not interruptive. And they don’t see it as promotional either, so long as you write it in the correct tone of voice. 

News works well because customers are much more likely to read it and take it onboard. Most users don’t have time to read the full text of an article, so sometimes you’ll want to break it up with bullet points and images to maintain their interest. 

Research Content

Any company can fire off a few quick blogs in succession. But, as every marketing company knows, what audiences really want is researched content. 

Regular blog content is usually quite abstract and ideas-based. A lot of what brands produce is simply common sense. Users like it to a degree, but it doesn’t always teach them a lot. 

What they really want is researched content that saves them time. They want to know the answers to their most burning questions. And they want to get the sense that you really understand what you’re talking about. Research content, therefore, should be a part of your marketing strategy. 

Naturally, creating this type of content is more costly than regular blogs and articles. You have to actually drill down into the details, do your own research, and put something together slowly over time. But this type of content also tends to be more effective in the long-run because it provides unique value. Chances are, nobody else has put anything like it together. 

When researching content, you’ll need a couple of people to complete the work. One is the writer and researcher. This person will put the article together, structure it, and write out all the main points. Then you’ll need an editor – somebody in a position to check the facts. If that sounds like a lot of work, then you can always outsource the job to somebody else. But bear in mind that they may not have industry-specific expertise as you do. 

Social Media Engagement

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Content marketers are focusing more and more on social media outreach

Why? Because they have a captive audience. Social media users love to consume the fun and light-hearted content that brands create. 

When marketing on social media, be sure to avoid direct advertising (unless you’re using paid ads). Don’t bombard people with sales pitches or product descriptions. 

The reason you shouldn’t do this is simple: social media users aren’t on these platforms to do shopping. They’re there to socialize, find out the latest gossip, hang out with friends, and find interesting content. 

As a marketer, therefore, you need to be sensitive to this. Think about what your brand could do to entertain your audience more. Perhaps you could create and post recipe videos. Maybe you could come up with funny memes to share on your pages. Whatever it is, do something that generates long-term value for your audience. Avoid pure promotion – that’s not how to use content on social media. 

Hopefully, this article has opened your eyes to the types of content that your users want the most. There’s nothing wrong with traditional approaches – they have their place too. But there are certainly specific channels that seem to have the biggest impact on a brand’s overall success online. 

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