But don’t fear! It doesn’t have to be overly expensive or complicated. There’s a content strategy to fit every size and style of business, and while there’s never a ‘one size fits all’ approach, here I’ll share with you my pick of the six types of content your business should definitely look into producing.
1. Facebook Posts
Facebook is now literally digital marketing 101. With approximately 17 million active Australian users and a pretty kick a** advertising platform, the social media platform is a marketer’s bread and butter. In addition to an advertising campaign, regular interesting, informative and engaging posts on your profile will help keep your community interested (and a meme or two never hurt nobody!).
2. Lifestyle Imagery
How interesting is a product shot on a white background!? Answer: About as interesting as watching paint dry. Even your brand’s number one fan isn’t going to fall head over heels in love with an uninspiring product shot. I’m sorry to break it to you, it just won’t happen. Invest in some beautiful lifestyle imagery and then use it for as many purposes as you can – publicity, your blog, your social media channels, your website… and then update it as regularly as you can. Trust me, once you’ve got it at your fingertips, you’ll never know how you went without.
3. SEO Friendly Blog Content
Blogs are far from being anything new, in fact there are people out there who actually make a full-time income off their blogs! What a world we live in, right? Apart from giving your brand a voice and an avenue to speak to your customers in a non-salesy way, blogs can be vital to your SEO strategy. Spend some time looking into the keywords relevant to your business and get posting!
4. Instagram/Twitter/LinkedIn Posts
If Facebook is a brand’s social media bread and butter, these platforms are the sprinkles on top. Though proceed with caution. Not all of them may be suitable for your industry, so take a step back and think about where your customers are, and then find the best ways to reach. The rise of social media has opened the possibility for an authentic two-way conversation for businesses of all sizes. Talk to your customers, but also listen to them – find out what they’re interested in, what they’re talking about and what they actually want.
5. Expert Advice
Hands up who wants their customers to think they’re industry experts? This form of content could be anything from an official white paper or a passing market trend comment on Twitter. Each industry will be different, but take a quick look around your office. Do you have an industry expert in your midst? The answer is probably yes. Use their knowledge and pitch them out! (With their permission of course). Get them to write a company blog, give some tips for social media posts or make a comment in the press on a trending topic.
6. Relevant (and Captivating) Video
If content is king, video is the messiah. Online audiences expect short, sharp and engaging video content on the daily – sorry Danoz, but the days of long-winded infomercials are well and truly behind us. Depending on what your brand is, this could be an explanatory ad, a behind the scenes event reel or simply an engaging Insta-story. Whatever your brand is about, put it on video! But please do me a favour… no wine glass boomerangs people. You’re better than that.
So what are you waiting for? Get creating!
If the big, bad world of digital marketing still scares you – check out our Dummy’s Guide to Google Analytics.