There are four categories of content used in content creation and marketing: attraction, authority, affinity, and action. It's important to note that the four content categories aren't mutually exclusive, and a single content usually fits into multiple categories. But there's no denying that other forms of content are growing very fast. In the last two years, the world of podcasting went from 18.5 million episodes to 30 million.
For example, if you're teaching karate, a podcast doesn't make much sense. But videos can also work there. But other people are really good at making videos. For example, Wistia often hires people with experience in video production and editing.
So, even though they publish blog content, most of their stuff is videos. And since the video takes advantage of its strengths, the content they publish is REALLY good. Do you publish video content? Well, YouTube should probably be your go-to platform. That said, you might also want to publish your videos on sites like Twitch or Mixer.
For example, when my blog started to gain ground, I quickly realized that there were VERY few people posting videos about SEO. So I decided to focus on creating high-quality videos about SEO and digital marketing. I posted some of these videos on my own site. And since I was practically the only one who published professional SEO videos on YouTube, my number of views and subscribers grew in record time.
If they're posting images, create videos. But the good news is that you don't have to reinvent the wheel for every new article, video, infographic, or podcast. For example, a while ago I posted this video on my YouTube channel. And I used the content of that video to create this list post.
I could have copied and pasted the script that I used in a blog post. But I knew that much of the video's content wouldn't work as a text-based publication. For example, in the video I talk a little bit about how my YouTube channel took a while to take off. This kind of personal story is great for a video.
But it's not ideal for a blog post. In addition, my video only had about 10 strategies. And most of the posts on the “how to get more views” list that were ranked on Google included between 15 and 20 tips. So I added some strategies that weren't in the video.
Engaging content helps you reach a new audience and get your message to new people. But eventually you'll want to convince those people to trust you as an expert, so you'll have to provide them with Authority content. Once you've established your authority, your message will be spread through Affinity content. Affinity content is the way to create a community of like-minded people who share your beliefs.
And it's this community that will be your best customer. But no one will listen to you, much less buy from you unless you create action content. I hope you enjoy this week learning about the four essential types of content that every marketing strategy needs. Stay tuned to my article on tomorrow's Attraction content.
You have me saying, “They will become advocates, fanatics and even, in some cases, friends. I can't wait to know how the action is managed ???? It would be a practical publication for us to dive in and create the four types of publications as guidelines. I had read a lot about being an authority. It's interesting to see 3 other types and how to combine them with a single thread.
I look forward to reading articles on those topics. I would be interested to read about the Actionable Content Series Authority %26.Have you ever wondered if your content really attracts your customers? After all that planning and implementation, are they even reading, seeing, or interacting with your brand? Content marketing has revolutionized the way we interact with customers, both rationally and emotionally, as you guide them along the path to buying your product. This diagram represents the four main purposes of content, including to entertain, inspire, educate, and convince. If you don't create content that meets these criteria, you could lose the opportunity to attract your potential audience.
When it comes to content marketing, I personally prefer content that is entertaining and encourages participation, such as campaigns run by brands like Nando's. According to an Orbit Media survey, bloggers who publish content on a regular basis perform better compared to those who post infrequently. By using images, videos and text in their publications, they were able to create interesting and humorous content with which their community interacted. The successful use of all four types of content is also the way to convince people that they like you, trust you and, ultimately, buy from you.
Rolland Digital always aims to boost conversation by creating engaging content that not only educates, but also encourages audiences to become brand ambassadors. When used correctly, content marketing can be used as a key tool for creating lasting links between your brand and your audience. At this point, you're probably debating between a few different types of content marketing to focus on. Now that you've figured out what format to focus on, it's time to figure out where you're going to publish your content.
In addition, publishing different types of content allows you to be “anywhere your audience spends time online”. The goal is to find both the type of content and the social channel that attracts your brand's target audience. Educational content is less emotional and more rational, and it aims to help your audience solve challenges they may be struggling with. So, if you want to get traffic from Google, you need to publish very high-quality blog content (and create links to that content).