The creation and sharing of any sort of media (including written) is known as content marketing. The marketing side of the equation comes in through the fact that somewhere along the line there is money to be made. In some cases the money may be a direct result of the content being made. For example, a web designer may be paid by a client for the design he/she created. In other cases the money may come later, such as when a webmaster creates and uploads written content with a view to convincing his/her traffic to buy certain things.
Even content that pulls in traffic from search engines or other domains is known as media suitable for content marketing, because web traffic is often valuable in one sense or another.
What sort of media or content is suitable for content marketing?
As stated in the introduction, any content that is capable of earning money either immediately (directly) or later on (passively). Some examples may include those listed below (this is not an exhaustive list):
- White papers
- How-to guides
- Research data
- Case studies
- Photos, images and diagrams
Produce images that may go viral
This may be done by simply uploading a few images and sharing them with people. It is difficult to guess which images are going to go viral and which ones will never be shared again. But, you can start it all off by spreading the image around as many people as you possibly can, and around as may web domains as you can.
Obviously, the viral image must be easy to spread around and must relate to you (hopefully in a positive way). Do not make the image easy to change, as that is what Samsung did when their image of the crazy girl went viral, and people removed their tag line and added their own funny one.
Embed brand building images on your website and blog
Brand building involves telling people about your brand principles, whether they are for your high quality, fast service, etc. The good thing about images is that they may show people your brand principles instead of just telling them. For example, if you claim that your products are the strongest then you may show an image of your product supporting a crate of bricks without cracking.
Add promotional images onto your social media campaign
There is nothing wrong with outright and brazen promotion. Any sort of promotional images that help to spread the word of your products or services is going to be at home on social media. Social media is not a place where content is limited/restricted, as you may post about mostly anything (mostly). It is also free to post images, and after a while you may re-post the images for all the people who missed them the first time (this does not count for sites such as Pinterest where your images remain visible on pin boards).
Give away e-books that have promotional pages
The page just after the front page can say that it is sponsored by your company, along with a website address. You can do the same on the back pages too. You may also write things into the e-book that promote your company, such as giving examples from your own (business) experience.
Create a video explaining what your company does
These may be easily embedded into your website or easily spread around social media. Just make sure that your video is of a high quality and that it is interesting enough to be watched through to the end.
Offer how-to-guides on how to use your products
This will not only provide a service to people who need such guidance, but will also promote your products at the same time. Do not be too brazen with your promotion, but do not be afraid to make sure the world can see that the products you are using are your own.
Write brand building articles on guest posts
Brand building is more about communicating your company principles rather than outright promotion. There may be some bloggers who are interested in having such articles on their blog; if anything it gives them a little bit of free content that may increase their traffic or SEO (Search Engine Optimization).
Offer online branded tools for free
This is just a case of installing a tool online and having your brand on the page that hosts it. You may even put your affiliate adverts on there too, or update it weekly with a new offer from your company. If the tool is useful then it will generate weekly traffic and will slowly climb up the SERP (Search Engine Results Page).
Kate Funk is an expert in teaching Finances and Marketing courses at Tutorsville.
She coaches individuals in SEO and business networking skills.