What Types of Content Works for Your Audience?

Written by Nick Stamoulis

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Content marketing is a type of marketing focused on delivering value to a prospect or customer in exchange for permission to engage in a relationship.  Content marketing is often confused with traditional marketing, such as media advertising, but that’s because they’re both so new, and many people haven’t thought about them.

There are many different ways to do content marketing: some are more effective than others. You probably want to know what works the best so you can decide which tactics give you the most bang for your buck.  With that in mind, here are some different types of content marketing.

Here are some types of content that could work for your target audience:

1. Sponsored Content

It is one of the most widely used types of content marketing. Sponsored content is essentially a form of advertising. It’s created by an advertiser who intends to promote their brand or product.
It needs to be written so that it is interesting, informative, and engaging. The fact that it’s sponsored should not be immediately apparent to the reader. Content should not be overly promotional. It should add value for the reader.
The content must be relevant to the target customer’s needs and interests. You can find out your audience’s interests by conducting a survey or asking them directly.

2. Infographics and Images

Images can be tremendously helpful when trying to get your message across. By using images, you can make your content more visually appealing, which will make it more likely that people share it with their friends and colleagues.
They can also be helpful in terms of increasing engagement with your content.

3. Case Studies

These stories detail the benefits that a particular customer has gained from using a product or service.

4. Infographic Case Studies

Infographics are generally better at attracting attention than straight-up case studies since they are more visual. They also communicate the story more condensed way and can get information across faster.

5. Press Releases

You must be making the right kind of news with these. You don’t want to create a big buzz and a lot of noise, or it won’t be effective.
Make sure you’re picking on something that will be of interest to your target audience. Focus your message on the benefits of your services and why the press should write about you.

6. Blogs

Blogs effectively use the same medium like email. Blogging is great, but social media posts can help you reach a wider audience at a faster pace. You can also narrow your focus and target specific groups of individuals.

7. In-person Events

These are always fun and engaging, but they require some planning and work upfront to ensure it goes well. You will need employees who are willing to attend the event with you. Events should be more casual, interactive, and fun than an average seminar or webinar.

Styles and Topics for Better Engagement with your Target Audience

For some companies, the best way to reach the target audience is to create content in different styles and topics to appeal to a broader audience.  Make sure that you’re targeting people across different demographics and making an effort to engage both men and women. The more diverse your content, the better chance you hit a wider variety of customers.

Market Trends that may Impact what Types of Content Marketing will Work in the Future
Trends come and go, but some more slowly than others. It’s essential to keep an eye on the industry as a whole, so you are aware of what is happening in your own company and how that may affect your content marketing efforts.   Preplanning for upcoming trends can help you stay on top of things if a change occurs.

Types of content that don’t work for your audience

1. Product or Service Specific Content

Most customers don’t want to know about the company’s products and services; they want to know what you can do for them. Instead of focusing on your products, focus on your customers’ needs. Then use any knowledge you have of your products or services to talk about how they can benefit from using them.

2. Content that is too sales-oriented

Don’t get yourself into the mindset that you’re trying to hard-sell people. Focus on giving people information, tips, and advice to make informed decisions. People will appreciate the value you are giving them and are more likely to reciprocate by buying something from you.

3. Content that is poorly written

Your content must be well-written since it effectively communicates your message and relieves customers’ concerns about buying a product or using a service.

4. Too much content

You don’t want to overwhelm the customer with too much information. Make sure that you are only putting out quality content relevant to your customers and their needs. Content should support your marketing efforts and not be a distraction from them.

Content marketing is extensive and open to interpretation regarding what content would work best with your audience. It’s up to you to find out exactly what your customers want and need from you.


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