Content is King – So How Do We Master It?


Once again, VM coming to the rescue to reduce the overwhelm! We're giving you a run down on the various content types that can be used for marketing, what they're for, how to use them best and finishing it off by sharing some top tips for content.

Senior Marketing Manager
May 6, 2024
  (NZDT - GMT +12)

Let’s be real folks, the mantra "Content is King" has never been truer than it is in marketing today. As brands compete for attention in an increasingly crowded online space, content has become the most important piece of the marketing mix. But what types of content can you use, and how can you master each to boost your marketing efforts? Let's talk about it shall we?

1. Blog Posts

Purpose: Drive SEO and establish thought leadership.

Strategy: Regularly updated blog posts that target specific keywords can significantly improve your website's search engine ranking. Moreover, well-researched, insightful articles establish your brand as a thought leader in your industry. Use a mix of evergreen content that remains relevant over time and trend-based pieces that capitalise on current happenings.

2. Videos

Purpose: Increase engagement and reach.

Strategy: Videos are highly engaging and can convey complex information in an easily digestible format. From explainer videos and demos or how-to’s to testimonials and behind-the-scenes insights, video content can be shared across multiple platforms like YouTube, Instagram, and TikTok. Ensuring your videos are entertaining and informative will help capture and retain viewer attention. And they do not need to be long! Short and snappy is the current trend.

3. Infographics

Purpose: Simplify complex data.

Strategy: Infographics are a solid way to break down complex data into understandable branded visuals, which then become highly shareable on social media and blogs. Use clean, attractive designs with compelling data points that tell a story relevant to your audience. Don’t jam too much into it though! It’s a balance. They are particularly useful for B2B companies that need to convey detailed information succinctly (and perhaps make it a bit more fun).

4. Social Media Posts

Purpose: Build community and brand personality.

Strategy: Social media is pretty special in that it allows for direct interaction with your audience, a privilege not to be taken lightly. Regular posts that align with your brand's voice can really help foster a community of your followers (aka potential customers!) Engage with trends, use appropriate hashtags, and interact with followers through comments and messages. Platforms like Instagram and Facebook also offer advertising options to further boost your content's reach – so see what lands and then boost boost boost.

5. Email Newsletters

Purpose: Personalise communication and nurture leads.

Strategy: Email newsletters are another direct line to your audience. Segment your email lists to deliver personalised content that meets the interests and needs of different user groups e.g. those interested in a certain product, those who are return customers etc. etc. Regular updates about your business, insights into your industry, and special offers can keep your audience engaged and drive conversions.

6. Case Studies and Testimonials

Purpose: Build trust and credibility.

Strategy: Case studies and testimonials highlight your business's success and tell the many many stories of your happy clients, acting as social proof for potential customers. They are particularly effective for service-based businesses. Share these stories on your website and social media to highlight the value of your offerings, even just succinct quotes can be super helpful to move potential customers down the funnel.

7. Podcasts

Purpose: Engage audience in a deep, conversational format.

Strategy: Podcasts can create a strong personal connection with your audience by providing them with in-depth discussions on topics of interest. If yours is good they will also keep coming back! This format is ideal for brands looking to establish authority in a niche area. They also offer great partnership opportunities through guest appearances, expanding your reach within the industry.

8. E-books and Whitepapers

Purpose: Generate leads and demonstrate expertise.

Strategy: E-books and whitepapers offer detailed insights and solutions to specific problems, which can be a huge draw for potential leads. Offer these as free downloads in exchange for contact information (name, email, company), and use them to nurture leads through your sales funnel with more targeted marketing efforts.

So those are the key channels, now for some top tips to finish this piece off…

Top Tip 1: Mastering AI for Content

Incorporating AI tools can streamline the writing process by suggesting phrases, correcting grammar, and even drafting entire pieces. However, the magic happens when this is blended with a human touch. Human oversight ensures that the tone and style remain authentic and relatable, which AI alone might not achieve. Utilise AI to get a head start, but let human creativity play the lead role to truly engage and connect with your audience.

Top Tip 2: Utilisation of Keywords

Keywords are vital; they act as signposts that lead search engines and readers to your content. However, the key is to use them judiciously. Overstuffing content with keywords can make it unreadable and incur penalties from search engines. Instead, focus on integrating keywords naturally within high-quality, valuable content that answers your audience's questions and needs.

Top Tip 3: Create Content with Purpose and Clarity

Every piece of content you create should have a clear purpose. Whether it's to inform, entertain, persuade, or convert, the goal of your content should guide its creation from start to finish. Ensure that your content is not only purpose-driven but also clear and concise. Avoid jargon, fluff, and overly complex explanations. Clear, compelling content that communicates value effectively will resonate more deeply with your audience.

Mastering content creation involves more than just understanding what each type of content does; it requires a strategic approach tailored to your marketing goals and the needs of your audience. By diversifying your content types and optimising each for its unique benefits, you can enhance your brand's visibility, engage your audience more deeply, and drive meaningful business outcomes. Remember, content isn't just king – right now it's like… the entire kingdom.

One-Off Fundamentals