The Most Successful Content Formats

2017-01-10-the-most-successful-content-formats

A recent study by BuzzSumo reveals the top 6 types of content that attract massive engagement as measured by social shares and incoming links.

1. Practical guides and helpful content
2. In vogue and hot topics
3. Research and insights
4. Case studies
5. Infographics
6. Authoritative industry news

Every single one of these content marketing formats requires considerable effort to create. But as the study points out the payoff can be substantial.

You may be wondering which of these content marketing formats offers the greatest payout for the least amount of effort.

My vote is for case studies.

Customer Interviews Provide Powerful Insights

After setting up your process the time investment is a 30-minute customer interview and the compilation of its results.

From it, you should have the following:

#1 – A great case study that validates your solutions

#2 – Customer backstories to use in marketing and selling situations

#3 – Useful quotes

#4 – Valuable testimonials

#5 – Keywords and trigger phrases that resonate with potential
buyers (and Google)

#6 – Insights about why your customers choose you

#7 – The top challenges your content marketing needs to address

#8 – Competitive information

#9 – Warm leads to future customers now working with the competition

#10 – A stronger relationship with your customer

People will tell their story if you give them that opportunity. Some will share more than others but everyone eventually speaks their mind.

Listening is selling because it shows you care. It’s inviting your customers to tell you what will make them happier.

In the process, you are getting great marketing material to use for all of your channels, including that most crucial primary website.

If you’d like more on this I recently recorded a comprehensive podcast episode that will guide you through how to interview your customers while avoiding the common mistakes.

This original article first appeared at Landscape Digital Institute, a digital marketing training community for landscape industry professionals. 

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social and host of This Old New Business podcastHe helps organizations create exceptional customer experiences that drive business growth. 

Marketing Systems: How Guiding the Customer Journey with Content Works

Marketing Systems: How Guiding the Customer Journey with Content Works

This is Episode 74 of This Old New Business weekly business podcast with Jeff Korhan and John Jantsch.

In this episode, we are thrilled to have John Jantsch back on the show to discuss marketing systems. John is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine, and also the founder of the Duct Tape Marketing Consultant Network.

Think of Marketing as Value (Like a Product)

When John Jantsch developed the Duct Tape Marketing system he solved a problem for himself and his clients. By bringing together the necessary marketing components into one system and putting a name to it, marketing was easier to buy and sell.

This marketing systems mindset changed everything for John. And it can work for you too. Instead of thinking of marketing as something you do for or with your prospective buyer, consider it to be value that is baked into your products and services.

Marketing content is the voice that conveys your core message to ideal customers. It guides their experience with your business, holding their attention and earning trust along the way. And that content inspired journey continues long after a purchase is made.

But you already knew that, didn’t you?

I’d love to hear your thoughts on the marketing systems. Meet me over on Twitter to take the conversation further.

Key Take-Aways

  • You can learn more about John’s work at Duct Tape Marketing. Check out his abundant resources for entrepreneurs, marketing coaches, consultants, and digital agency owners.

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedInFacebook, and Google+

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