Know what blows my mind? When marketing teams assume “content = blog posts.” Somewhere over the last few years, CMOs and marketers have been tricked by agencies into thinking content = blog posts. Huge mistake. Here are some other content types that drive ROI 🧵
Let's start with first principles: Great content marketing plans are a lot more than just a Notion file filled with blog post ideas. Great strategies are rooted in research and showcase a range of efforts that can drive ROI. Here are some tactics a strategy might include:
A great content strategy considers: 1) Top Of Funnel Content: Attracts an audience 2) Middle Of Funnel Content: Educates on your solution 3) Bottom of Funnel Content: Drives the sale It doesn't have to be blog posts. This content can influence each step of the way.
TOP OF FUNNEL CONTENT: Create a podcast with your ideal customers. The right content strategist will help you identify the angle, select ideal guests, determine the format, and craft a pitch that guests will accept. Podcasts can open new doors and are great for repurposing.
Produce social media content to drive results. Whether it lives on LinkedIn or lives on Twitter - Social media content (ie. threads, carousels, videos, etc) are another great method to engage your target customers. You can also drive referral traffic from social.
Develop research reports worth covering. Can you conduct an analysis that would be worth your ideal customers time? Can you conduct a mass survey with your ideal customer to learn and cover their pain point? Create the Mary Meeker report for your space. Then distribute it.
MIDDLE OF FUNNEL CONTENT: Create assets with utility. Content such as tools and quizzes can drive amazing ROI for B2B. Creating something your audience can use like a template or ‘assessment’ can offer a lot of benefits for B2B brands.
Develop product driven assets. Whether it’s on YouTube or a landing page; you can make middle-of-the-funnel content that is worth reading while also giving your audience an in-depth run down on a few key features of your product.
Newsletters worth opening. A great content strategy will give you insight into whether you should launch a newsletter or partner with existing newsletters. A great strategist will help you understand how newsletter sponsorship, curation, etc → Fits in your mix.
BOTTOM OF THE FUNNEL: Search intent driven landing pages. From comparison pages to long tail keywords that reference your specific industry or niche – creating a series of landing pages that speak to bottom of the funnel keywords is powerful.
Case studies worth reading. What if I told you case studies don't have to be boring? You can create case studies with videos. You can create case studies with stories. You can create case studies that your sales team will want to share.
Remember: “Content Marketing” does not mean “Blog Posts” Don’t believe me? Check out this thread on how Stripe used a wide range of content types to build a competitive advantage:
Still not sold that blog posts aren't the only type of content that your brand should invest in? I'm okay with it. Some people never change. But don't say I didn't warn you...
This thread is getting long so I’m going to wrap it all up here ✌🏿 If you want in-depth breakdowns like this subscribe to our newsletter: https://t.co/Ob8XhYliMs And if you like content like this follow @TheCoolestCool.
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