The one thing my customers struggle the most with is content.
There are three big reasons for this:
Of course, the one big thing that solves for the latter two (I am not even going to pay attention to number one) is your buyer persona and making sure you are creating content for the right audience and promoting it there where your audience really is. With strategy you fascinate.
But there's one other thing that marketing people often forget. Content is not just words. The internet is flooded with so many blogs, LinkedIn articles, Medium articles, magazines and newspapers. All words, words, words.
However, text may not always be the right approach. In a crowded world of information, you need something to stand out. And words don't always do the trick. You might need to get a bit more creative to attract people to your site. (I'm guilty of the words, words, words addiction too...)
The type of content you choose to create and the formats you choose to use are an equally important part of your content strategy and plan just as your keywords strategy and your content topics.
To help you find the right proportions, UK agency JBH has created a mixology formula, concluding that, as half art and half science, remarkable content is a mix of eight key recipes: industry news, user-generated content, social videos, blogs, viral content, infographics, whitepapers and long-form journalism.
Each recipe has its specific ingredients as you can see in the infographic below.
Even though I don' drink alcohol, I love the infographic. It's super cool because it's creative and different. It sure catches your eye. And so I'll say it again, visual content really is king today.
Take a closer look at the content cocktail menu below and ensure you mix and serve enough of it with your content plan and strategy.