We're all a bit tired of seeing all those adverts strewn throughout our favourite websites, social media channels, on TV, in newspapers and magazine. That constant "buy buy buy" is...exhausting.
So why keep making content that is all about the hard sell?
Instead, you can use different types of content to engage current and potential clients, become a trusted brand, and increase your online presence (and of course sales).
Here's a quick overview of 12 types of content you might want to include in your communication strategy.
1. Case studies
Case studies shine a spotlight on how you helped your client achieve their goals. They are a great way to build trust and demonstrate your capabilities. Case studies not only provide real-world examples of your work in action, but they can also inspire others to try something they hadn't considered before. They come in different styles and different formats. My personal favourite is to write them as a story that engages as well as informs.
2. Explainers
Explainers are a great way of making complex topics understandable. Explainers typically focus on the how and why of a specific aspect of your work or product. Since they are written in plain language, they are great entry points for people who don't know your company, your work, your products or service, or technical aspects about your products or service inside-out.
3. Profiles
Profile pieces are perfect for when you want to highlight the work of a particular individual. This person may be in your company, they may be a client, or they may be an expert or trusted source in your field. Profiles can reveal "the person behind the scenes," what makes them tick, what they have achieved, what excites them - anything. Profile pieces may be a short overview, they can include a Q&A, and of course they can be written as a story.
4. Expert Interviews
Expert interviews differ from profiles in that they they normally explore a specific topic with a series of questions, and they may include more than one person. The expert may be someone who works in your company, in your field, or the field of your target audience.
5. Expert Roundups
Expert roundups are similar to expert interviews. The primary difference is that they are a one-question, many response style piece. The questions are very specific, but responses can vary from single sentences to a paragraph.
6. Fact Sheets
Fact Sheets tend to focus on one key issue. They are shorter than explainers and although they tend to include some background information, the main focus is on imparting facts and figures in an easy-to-digest format.
7. How To Guides
How to guides are comprehensive pieces that explain, step-by-step, how your readers can reach a desired goal. Unlike user manuals and other technical documents written for people who have purchased a particular product or service, how to guides that appear on your website tend to focus on higher-level issues.
8. Listicles
Listicles are great for imparting snippets of information on a particular topic in a fun and easily digestible manner. They come in many different flavours such as "five things you need to know about X" or "seven common misconceptions about Y."
9. Comparisons
Comparison pieces are great for when you want to help your clients understand the differences between two or more products or services you offer. Comparison pieces can also include competitor offerings, but you should approach this with caution as being overly critical about a competitor can loose brand trust and create unnecessary tension.
10. Sponsored Content
Sponsored content is material that you pay a publisher to share in their outlet. Sponsored content typically advertises a service, product, or a campaign but rather than written as a hard sales piece, the content more closely resembles an editorial (storytelling) piece.
11. White Papers
White papers are reports that help readers explore different options, solve a problem, make a decision, or simply understand a issue or a particular position/opinion. Unlike content that appears directly on your website, white papers are documents in their own right. They can come in different flavour, like the backgrounders, problem-solutions, or sometimes even listicle-style (though normally much more detailed than the listicle you would put on your website).
12. Research & Synthesis
Research and synthesis are large pieces involving gathering an vetting information from multiple sources. Like white papers, research and synthesis are normally presented as stand-alone documents