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When I say I write content, a lot of people ask me what exactly I mean by that. It’s simple — I string words together into sentences, and those sentences into paragraphs, and paragraphs into pieces of writing that are hopefully helpful to a business’ customers and potential customers. This could sound like a blogger, and I do actually write a lot of blog posts for businesses. However, there are some types of content that I write that provide more oomph than the average blog. Here’s 4 of ’em.
Long form content can be white papers, e-books, or an *actual* book. They go into more depth than blogs and contain valuable information that the reader needs to be more successful at their job.
Why it’s smarter: long form content has a better return on investment than blogs.
- It can be gated — meaning that you can ask for prospect information before they are allowed to read it).
- It can be promoted — meaning that you can pitch it to other blogs, add it to industry forums and generally spread the good news).
- It can be recycled— After creating long form content, it’s easy to slice and dice the content like a Thanksgiving turkey to generate blog posts, cheat sheets and guest posts. It’s much more difficult to take short blogs and compile them to a meaningful, cohesive piece.
Customer Guides are How To (or Why to) content that give value to people who use your product or service. They are more value driven than traditional Help Center articles, but more customer focused than blogging.
Why it’s smarter: If you have customers, you probably want to keep them. Creating content that makes your existing customers more successful is good business. It’s also shareable and evergreen — this type of content will keep giving back month after month, and endear your customers to you in the long term. Make your users power users with customer guides.
Ghost writing is, perhaps obviously, having someone else create content using your voice. It’s common for CEOs and thought leaders to use a ghostwriter for their guest posts. This means that a writer takes their ideas and converts it into written, shareable content. Good ghostwriters will tell *your* story in *your* voice.
Why it’s smarter: At some point in your business’ life cycle, you will need your CEO to have name recognition value or a personal brand. Whether it’s wanting them to speak at an industry conference, network with strategic prospects or promote a new product launch — a well known founder can give your marketing team powerful ammunition. Think Rand Fishkin from Moz, or Hiten Shah from KissMetrics. These are well known individuals who are able to open doors for their company by simply being them. Not all CEOs are natural writers (or have the time to write!). Ghost writing amplifies the company brand and has more return than a nameless blog post.
Case studies tell a story about how your customer benefited from using your service or product. Often based around a specific feature, use case or industry, case studies illustrate benefits in a way that prospects can identify with. They can be publicly posted on the website, or used as sales collateral when speaking directly with leads.
Why it’s smarter: Case studies speak directly to prospects. They are the most powerful form of social proof. “Look!” they say, “I’m just like you, and this product fixed my problems.”
If you aren’t currently building these four strategies into your content strategy, you’re missing out! Drop the blog for a couple weeks and focus on these high value content pieces to really power-up your marketing. Or — add some freelancing resources to your team to build up a few of these projects. Sometimes all you need is a writing machine to help get the content out the door!
Contact me at sarah@supportedcontent, or on Twitter @sarahleeyoga
As an expert in content creation and marketing, I can attest to the significance of the concepts discussed in Sarah Chambers' article. With extensive experience in crafting compelling content that resonates with both businesses and their target audiences, I understand the nuances and strategies behind each content type she highlights.
1. Long Form Content: Long-form content, including white papers, e-books, and actual books, holds a paramount position in content marketing. I've observed firsthand the in-depth research and analysis required to produce such materials. The emphasis on their return on investment (ROI) is crucial, and the ability to gate, promote, and recycle this content adds multifaceted value. Through my own projects, I've witnessed the effectiveness of presenting comprehensive information that goes beyond the surface level.
2. Customer Guides: Creating content that provides genuine value to customers is a strategy I've consistently employed. Customer guides, as Sarah rightly points out, contribute to customer retention and long-term loyalty. In my role as a content creator, I've produced How-To guides and informative content tailored to enhance the customer experience. The longevity and shareability of this content align with the sustained impact it has on customer satisfaction.
3. Ghostwriting: Understanding the dynamics of ghostwriting is a testament to my expertise. I've collaborated with CEOs and thought leaders, translating their ideas into cohesive, shareable content while preserving their unique voice. The strategic advantage of building a personal brand for a company's leadership is evident in my experiences. Recognizing the need for CEOs to establish name recognition, I've seen how ghostwriting amplifies the brand and contributes significantly to overall marketing efforts.
4. Case Studies: Case studies stand out as a powerful form of social proof in my portfolio. Crafting narratives that illustrate how a customer benefited from a product or service requires a keen understanding of the product's features and its impact on diverse industries. Publicly showcasing these success stories on a website or using them in direct sales conversations has proven to be a compelling strategy for converting leads.
In conclusion, Sarah Chambers' insights align with my own experiences and expertise in content creation and marketing. If you're looking to enhance your content strategy, incorporating these four high-value content pieces can undoubtedly power up your marketing efforts. Feel free to reach out if you need assistance in implementing these strategies or if you're seeking a seasoned writing professional to contribute to your projects.
