So, you’re ready to invest in content marketing, huh? We’re not surprised; entrepreneurs have used these sources of power for centuries to promote their products and services better. The real question is, which content channels should you use?
That’s what we’re going to help you determine in this blog post! Keep reading to learn about the seven sources of power content marketing and which one is right for your business.
What is “Power” Content Marketing?
Power content marketing is simply our way of saying that the content channels listed in this article have been proven to be powerful tools for companies who use them correctly.
“Correctly” is the key word here, as all seven content types below will fail miserably if you don’t use them in strategic ways that suit your unique business and target audience. Fortunately, we’re here to make sure you have the information you need to thrive with each channel.
So, without further ado, let’s take a look at the seven sources of power content marketing.
Sources of Power Content Marketing
Can you write sentences that would make Shakespeare weep? Were you born to be on camera? Maybe you’re a wizard with the computer and can build handy tools that your audience will love. Whatever your skillset, we have a content marketing channel for you.
If you’ve spent five minutes online, you’ve probably seen a webinar advertisement. They’re a VERY popular content marketing channel. But just in case you aren’t familiar with them, here’s a quick definition:
A webinar is an educational event that’s hosted online via video conferencing or webinar software. They are often business-related and interactive though these things can vary.
Webinars are one of the seven sources of power content marketing because they allow companies to build their email lists, establish authority in their niches, create additional content (webinars can be recorded and redistributed), and generate more sales.
Sounds pretty great, right? To host an effective webinar for your own company, read our full guide on the topic. Short on time? Here’s the gist:
- Invest in webinar software;
- Choose a topic for your online event;
- Market your event to your target audience;
- Host your presentation using best practices;
- Sit back and watch your business grow.
We can’t talk about webinars without mentioning ClickMeeting. Our webinar platform is used by nearly 150k people in 120 countries around the world. Why? Because it’s chock full of industry-leading features like screen sharing, polls and surveys, CTA buttons, on-demand webinars, custom branding features, and in-depth statistics.
Sign up for a free 30-day trial of ClickMeeting and experience the power of our software for yourself. We think you’ll be pleasantly surprised by the results!
2. White Papers
According to HubSpot, a white paper is a “persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.”
White papers are NOT product pitches, though they can definitely help generate sales. They’re educational documents that use facts and statistics to inform readers and make them think a certain way.
The key to crafting a quality white paper is research. These aren’t documents you can write in a couple of hours. Most take weeks — months even — to finish because of the length and amount of quality facts that must be sourced and inputted.
But don’t worry; your hard work will be rewarded! White papers are high-value content pieces, and many folks are more than willing to share with their email addresses to read them, which is why so many white papers are gated.
If you’re looking to grow your email list, a white paper can definitely help. Just keep these tips in mind before and during the writing process:
Get the Length Right. A quality white paper should be at least six pages long (including graphics, charts, etc.) but can be much longer, depending on the topic.
Structure Your White Paper. White papers usually start with a title page, followed by a table of contents, and an executive summary before getting down to business.
Do Your Research. As we mentioned above, white papers need to be loaded with facts and statistics. Take the time to include them, and your document will improve.
Keep It Professional. White papers are generally serious in tone. These are business-oriented documents meant to be consumed by business-oriented people.
Contrary to popular belief, eBooks and white papers are not the same things.
Sure, both are long-form documents and amazing sources of power when it comes to content marketing. But whereas white papers are heavily researched and serious in tone, eBooks tend to be less stats-dependent and written in conversational language.
That doesn’t mean you can skimp on quality when you write your eBook. It just means that your audience will have different expectations when it comes to the number of facts shared.
Like white papers, eBooks will allow you to grow your email list, educate readers, and boost sales. To write one, follow these four easy steps:
Choose Your Topic. What should your eBook be about? The answer is, “something my audience is interested in.” Since one of the main goals of your eBook is to generate leads, choose a topic that will resonate with your target customers.
Write Your Content. Your eBook needs to be informative andfun to read. Give your audience quality information but present it in an easily digestible way. When writing, imagine you’re having a conversation with a friend.
Make Time for Design. The better your eBook looks, the more downloads it will get. Take time to create an eye-catching cover. Or, if you’re not artistically inclined, hire a professional to design it for you. The cost will definitely be worth it.
Promote Your eBook. A well-written eBook will do nothing for your business if no one reads it. Market your content via email, social media, etc., to make sure that your target audience knows about it and has the chance to download.
If you (or someone on your team) have writing skills, an eBook can supercharge your lead generation efforts, which is why it makes our list of seven sources of power content marketing.
4. Video Marketing
Video marketing has exploded in the last five years or so, which isn’t surprising. According to Biteable, 72% of people would rather learn about a product via video, and 50% of internet users watch product-related videos before going to the store.
Clearly, the world loves video, which is why you should consider adding this content marketing channel to your repertoire as soon as possible.
While a complete video marketing tutorial is beyond the scope of this article, we do have a few tips for you. Keep these things in mind before hitting the record button:
Know Your Audience. It is just a general rule for all content marketing channels. If you don’t know your audience, you won’t be able to create quality content for them regularly. Do your homework and learn who your ideal customers are.
Choose the Right Video Type. What kind of video will you create? Your options include explainer videos, product demo videos, customer testimonial videos, social media ads, and more. The type you choose will depend on your audience.
Use Video Marketing Tools. You don’t have to spend a ton of money on video equipment, but you do need something. The phone in your pocket can capture solid footage. And free apps like iMovie will allow you to edit your videos easily.
Pay Attention to Lighting. If there’s one thing that will automatically mark you as an amateur video creator, it’s lighting. Make sure the subject of your video is well-lit. Faces that are shrouded in shadow aren’t appealing to viewers.
Video marketing isn’t for everybody. If you’re terrified of being on camera, consider one of the other sources of power content marketing on this list. But if you can muster up the courage to film yourself and learn how to do it well, the benefits are enormous.
5. Free Tools
Each of the content channels listed here works because they provide amazing value to audience members. Most of this value comes in the form of information. But that’s not the only thing you can offer. You can also provide your target customers with a free tool.
Ubersuggest is a fantastic example. This tool, owned by marketing guru, Neil Patel, helps people discover keywords to use in their blog posts, web pages, etc. The app is super handy, but it doesn’t cost anything to use. All you have to do is give Neil your email address, and you can start researching keywords immediately.
What if you did something similar? Ask yourself, “What would my audience love to have?” Then build it and offer it to them in exchange for their email.
Some people hate writing, don’t have the skills to create a free tool, and feel faint every time they think about stepping in front of a camera. Sound like you? Never fear, we have another content channel for you to consider – podcasts.
Did you know that 144 million Americans listen to podcasts? That’s a huge audience! Tap into it by creating a show your target customers will want to listen to.
Just like video marketing, a complete guide on how to start a podcast is too much to cover in this article. So instead, we’ll leave you with a few tips. Hopefully, they’ll inspire you and help you realize that podcasting isn’t terribly difficult to get into.
Use the Right Equipment. You don’t need to spend a bazillion dollars on audio equipment, but you will need to invest in some gear. We suggest a quality microphone like the Blue Yeti, comfortable headphones, and editing software such as Audacity.
Plan Your Episodes. While you can simply hit the record button and go for it, we recommend planning your episodes — at least at first. It will ensure you come across knowledgeable and professional to your listeners.
Stay Consistent. Consistency is key in podcasting. Try to release episodes on the same day of the week so that your audience knows when to download them. Also, aim to keep your episode length fairly uniform as well.
Market Your Content. Like everything else, don’t expect your podcast to blow up overnight without any promotion. Email your list, post on social media, run Facebook ads— whatever you have to do to make sure people are listening.
One of the benefits of podcasting is the lack of competition. Millions of blog posts are published and, 300 hours of footage are uploaded to YouTube every minute. Statistically speaking, you have a much better chance of breaking through with a podcast.
7. Online Courses
Finally, consider creating an online course for your target audience. It is one of our seven sources of power content marketing because it’s so flexible.
You can choose to give your course away for free or charge a fee for access. You can deliver your content via written documents, audio clips, video footage, or a combination of the three. And you can distribute your course via digital download, a webinar platform like ClickMeeting, or an online course software such as Teachable.
Whatever you decide to do, keep your audience in mind. Its needs should dictate the topic of your course, it’s cost, and the distribution channel you use.
This content channel has really taken off in the last few years and launched no-name entrepreneurs into super stardom. If you want the same thing to happen to you, make sure you:
Know Your Goals. What do you want to achieve with your course? Are you trying to generate leads, build authority, or grow profits? Your goals will help you create course content that resonates with your ideal customers.
Offer Amazing Value. Go above and beyond when creating course content. Your audience likely has a plethora of other options when it comes to learning about a topic. They’ll only choose your course if it’s really, really good.
Update When Needed. The word is constantly changing, which means you’ll probably need to update your course content regularly. Stay on top of your subject and create updated materials when necessary to protect the integrity of your course.
One More Thing…
Remember, just because someone’s heard of your company, it doesn’t mean they care about it. The content channels listed above will give you the ability to reach and engage your audience. That’s why we consider them as sources of power for your business.
Provide value to your target customers, and they’ll reward you with their loyalty, which you can use to propel your business closer to your goals.
Beef Up Your Content Marketing Game
Content marketing is one of the best ways to reach an audience and draw them into your company’s world. But not all content types are created equal. Use the seven sources of power content marketing outlined above to take your business to new heights. Good luck!