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Inbound marketing can be a very effective technique to attract potential customers and improve brand awareness, but businesses often struggle to make it work for them. This is because there isn’t a pre-made recipe for successful digital content marketing strategies. After all, your actions will depend on what your business is about, the objectives you’ve set, and your target audience.
So, in this article, we’ll go over some of the most common types of content you can create and how each of them works to fulfill specific objectives. This way, you can come up with an optimized, effective digital content strategy that perfectly fits you and your brand.
One of the hardest parts of any marketing tactic is standing out among the overflow of information that users find available on the internet. This is why sharing video content can be a great way to start your digital content marketing strategies.
It has been discovered that our brains process visual elements much faster than text or other types of content. As videos combine attractive visuals with audio or a compelling voiceover, you can use them to create striking pieces that catch your target audience’s attention. On top of that, they don’t require much effort to understand, so they can appeal to a wide range of people.
Depending on your objectives and the audience you’re targeting, there are various types of videos you can create:
Also known as tutorials, how-to videos can be an effective way to teach viewers a concept or skill. Nowadays, many users surf the internet to gather information and research topics they’re interested in, so adding how-to videos to your digital content marketing strategies will allow you to attract your potential customers in an easy way.
In most cases, people like to research a product online before buying it. So, you can create videos to instruct them on how to navigate your good’s features or guide them on new ways to take advantage of them. No one knows your product better than you do, so provide that information directly and build satisfaction among prospects by saving them the effort of having to learn on their own.
Explainer videos are an effective way of conveying a piece of information without boring the viewer. By taking advantage of animation, you can help them visualize the concept you’re trying to explain, making things like software processes or a character’s unique feelings and perceptions easy to understand.
Additionally, animated characters can be of great help to strengthen your relationship with your target audience. Moreover, conveying emotions is easier with a character tailored to specific buyer personas, as viewers tend to relate to them more easily.
As a result, when you showcase how you can solve their problem in your explainer videos, they’ll feel identified and will be more willing to hear you out.
A testimonial is a type of video where your past customers talk about your product’s performance, the benefits it provided, and its overall quality. For businesses looking to attract potential customers, it can be one of the most powerful digital content marketing strategies, as other people’s opinions are the most honest proof of your brand’s value.
However, you should be careful not to make a testimonial video that feels like a sales pitch. Instead, take advantage of storytelling techniques to address the customer’s personal experience with your product, the problem they had beforehand, and how it helped solve it.
A case study video demonstrates to potential customers how others are using a product and finding success with it. They are very similar to testimonials, but the difference lies in their approach.
The goal of this type of video is to thoroughly analyze a customer’s experience. Case studies outline the problems the customer went through, reflecting on the context and situation they were in and the results they obtained after using the product. It’s about taking all of these aspects into consideration to offer a real, relatable experience of success with your product or service.
An important aspect of these videos is offering key takeaways. Oftentimes, people looking for case studies are business owners trying to learn more about their industry. So don’t focus solely on the benefits of your product, and make sure to offer insightful information that educates viewers on new ways to make their business grow.
Behind-the-scenes videos offer a sneak peek at what happens in your company every day and the work that goes into presenting your perfectly completed product in the hands of customers. These pieces allow you to show your brand’s story and the people who are part of it, giving a human face to your company that is easier for customers to relate to.
Through these content marketing strategies, you can gain your audience’s trust and add value to your brand. Ultimately, this can mean the difference between being a faceless corporation that customers quickly forget about and a recognizable brand that stands out among others and attracts leads.
These videos are demonstrations showcasing your product or service in action. If you want to familiarize viewers with your goods and highlight the different features they offer, this type of video is a must. However, this doesn’t mean that product videos can only be used at the first stage of the conversion funnel.
In fact, you can add them to your digital content marketing strategies to increase retention. A product introduction video, for instance, can be used to highlight its key features and how they address your target audience’s pain points. Meanwhile, for a more experienced audience, a piece announcing new features can urge them to buy again and increase their loyalty.
Another important element of digital content marketing strategies is social media. With 60% of the world’s population having an account on these platforms, showcasing your brand online is fundamental.
Social media is the place to reach your target audience in a friendly way, without bothering them by being too sales-focused. So, you should share funny or valuable content that entertains your target audience and helps build a favorable opinion of your brand.
Additionally, content on social media tends to have a higher reach than on other digital channels and even has the chance to go viral. This is because users like to share funny content with family and friends, so they can laugh alongside them. All of this makes these platforms a great means to attract a broader audience.
Catching— and keeping— the attention of your target audience is already a huge achievement. But now, you’ve got to improve your brand image among those leads and help them recognize a potential need your product could solve.
Blog posts are great to this end because you can share knowledge and discuss relevant topics related to your product without sounding too promotional. By educating your audience, you’ll establish yourself as a knowledgeable and professional actor among your competition.
To come up with interesting articles that appeal to your audience and tackle their pain points, you can use SEO tools like Google Trends to discover what users are looking for.
Researching topics and keywords that interest your target audience has to be a fundamental step in all of your digital content marketing strategies. After all, the heart of inbound marketing lies in creating pieces that attract prospective buyers.
So, you’ve attracted potential customers to your sales funnel and slowly improved their opinion of your brand. Now, how can you get them to finally engage? A common practice is offering a free ebook.
Ebooks are a longer form of content that delivers information with more depth than blog articles or social media posts. That makes them attractive to users who are looking to learn more about a certain topic. You can create an ebook and offer it to visitors for free, only in exchange for their email addresses to slowly start building an email list.
Although the ultimate goal of this action is to gain leads to follow up with, you can’t come up with a half-hearted ebook to distribute. Combine text, images, educational videos, and other elements to come up with a valuable piece of content that properly answers users’ doubts and addresses the topic at hand thoroughly.
If not, they could be disappointed and may stop engaging completely with your brand, ruining all of the work you put into your digital content strategy.
Among the most effective digital content marketing strategies to convert, I find that a compelling newsletter can be the final step in convincing your potential buyers that you’re the best option for their needs.
If you didn’t already know, people who subscribe to your newsletter have expressed interest in your product and openly agreed to receive communications from your brand. They’re probably looking forward to learning more about your product or service, so you can use it to promote yourself in a more direct way.
So, take advantage of this amazing opportunity to send how-to videos that guide readers through the functionalities of your products, or add a testimonial video that shares previous customers’ experiences. Just make sure to share your newsletter on a regular basis. By actively and regularly sending out new messages, customers and prospects will feel your brand is familiar and will think of it more often.
As I mentioned before, video content marketing can be a really effective marketing tactic. But if you have no previous knowledge in this area,n, video production can be hard to handle on your own.
This is where we, at Yum Yum Videos, come in!
We’re a worldwide trusted company accustomed to coming up with high-quality pieces that value transparency above all. That’s why we like to partner with companies that share those same standards and prioritize communication, be they small businesses or Fortune 500 companies.
Here are some of the principles that guide us:
But, just in case you are curious about how everything fits together, we made this awesome video about how we make videos.
So, if you are considering creating professional videos for your digital content marketing strategies, contact us right away. We want to know everything there is to know about your project!
Although videos are an integral part of any digital content strategy, you also need to come up with different pieces of content that complement your efforts and guide leads on every step of the funnel.
Because we couldn’t find a marketing agency that did all of this we way we liked, we decided to make one from scratch. That’s why we’re pleased to inform you that Yum Yum Videos is expanding, into a complete, integral marketing agency. Yay!
Our team is now made up of professional strategists, designers, developers, marketers, and creatives whose mission is to help you reach your full potential. From Branding to Web Design and Development to a fully tailored Content Marketing Plan that includes blogging, creating ebooks, and SEO, we work hard to adjust to your needs and objectives.
The most important part is that our core goal stays the same: connecting brands and people through tailored digital content. So all the benefits you enjoyed in Yum Yum Videos, you’ll find in our new agency, too.
If you want to learn more, hit us up! We’re always eager to discuss your ideas in order to help you find the best way to market your firm.
Content has the ability to serve many purposes. In order to make the most of your digital content marketing strategies, you need to consider your potential customers every step of the way, what they’re looking for, and how you can guide them to advance and convert in the future.
Thankfully, digital channels allow businesses to keep an eye on their leads through the conversion funnel, and see what’s working, and what’s not. Keep your audience’s satisfaction as a maxim, and you’ll be able to come up with effective pieces of content that attract prospects and build a positive opinion of your brand 🙂
A skilled writer, translator, and co-editor for our web and blog content. As a self-defined "wordsmith," she’s talented in adapting the latest marketing news into all kinds of digital formats. If she’s not watching the latest Sci-Fi show on Netflix, then can find her tending to her
perfectly reasonable number of plants.
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