Content Marketing Pulls Prospects In [Chart]

18 Content Marketing Options & How To Use Them

Content marketing continues to gain traction among marketers, both B2C and B2B because it attracts and invites prospects and customers in without hitting them over the head with price-oriented promotions.

Additionally content marketing supplies food for social media, engages prospects at each step of the purchase process, and supports search optimization.
As a marketer, where should you focus your content marketing to meet your business goals? To help you, here’s a chart outlining the major eighteen options along with a description, rationale for using them and how to extend their use. (Once you’ve determined which formats you’re going to use, here’s a content marketing checklist.)

Content Marketing Options – What They Are & Why You Need Them

Option	Description	Rationale	Other uses
Website	Online storefront with product information	Provide online address	Support sales from other content; Create mobile version
Microsite	Small, targeted content site	Keep prospects focused on one product/issue	Support sales from other content
Social Media (excluding blogs)	Interact with content, comments, links, videos, photos, presos & audio	Be where prospects are; Engage in conversation	Cross promote activities
Blog	Create variety of content	Builds owned media, support SEO & sales	Mention posts in newsletters; Write guest posts on other blogs
Video	Develop live action with visual	Present talking heads, interviews, how to’s & entertain	Post on social media sites (including Facebook & YouTube); Include in blog
Podcast	Convey message with human voice	Provide aural version of brand	Distribute via iTunes; Incorporate in blog
Photograph	Show products & people	Show product in use	Use on photo sharing sites (Flickr); Post to Facebook; Include on blog; Incorporate in print collateral
Newsletter	Distribute news & information on regular basis- digital & paper	Keep customers up-to-date; Support sales; Generate leads	Create online version; Distribute to prospects via mail
Magazine	Write articles related to product in third party publications	Interest prospects in product; Support sales	Share content on social media; Consider online & print issues
Custom magazine	Create entire publication around topic of interest to customers	Help lead generation; Support post sales	Extend content on website and/or blog
White/ research paper	Create content around topic of interest	Generate leads; Provide thought leadership	Write related articles & social sharing
Ebook	Provides sexier content around topic of interest	Help generate leads; Provide thought leadership; Generate revenues	Offer via blog or other social media
Catalog	Show product available	Sell product	Integrate into website
Webinar/webcast	Present useful information	Generate leads; Offer training; Answer customer questions	Incorporate on website; Use piece for blog
Conference	Participate in panel or present useful information	Generate leads; Provide thought leadership	Share presentation on social sharing site
Other live events	Meet prospects and customers	Generate leads; Provide thought leadership	Create videos & photos; Share presos via Twitter
Infographic	Show complex information in simplified visual format	Provide thought leadership	Share via social media; insert in blog
Mobile app	Create information for targeted use	Generate leads; Provide customer service	Link to related products

To maximize your content marketing, it’s important to consider why the content is effective and how you can extend it’s life. Bear in mind, social sharing on social media platforms is a critical addition to any content marketing activity.

Are there any other content marketing formats that you think should be included in this list? If so, what are they and when should they be used?

Happy marketing,
Heidi Cohen

Here are some related articles on content marketing you may find of interest.

Photo credit: http://www.flickr.com/photos/pmarkham/2231521583/