4 Types of Content to Improve Your Marketing

Maximizing Impact Through Strategic Content

Creating effective content relies on understanding what buyers prefer and how to utilize existing resources effectively. With the capacity to generate content higher than ever, the critical question arises: should we continue at this pace? What if the focus shifted to content that genuinely interests buyers, rather than producing what's quick and easy?

Research indicates that around 80% of closed sales deals lack a clear connection to marketing content. This insight prompts a closer look at which types of content truly support the buyer's journey and drive conversions.

The Types of Content That Resonate with Buyers

Through extensive research across various industries, combined with insights from buyers and sales representatives (SDRs, BDRs, Account Managers, and Customer Success Managers), four key content categories emerged as effective in driving engagement and building connections.

1. Case Studies and Use Cases

Contrary to common assumptions, case studies are often utilized at the beginning of the buyer’s journey. Sales representatives frequently rely on industry-specific case studies or solution-focused use cases to establish credibility during initial discussions. These narratives showcase how a product or service has effectively resolved issues for others, serving as a powerful tool for building trust and relevance early on.

When potential buyers see how similar companies have benefited from a product or service, it creates a sense of relatability and confidence, laying a strong foundation for future discussions.

2. Events

Content related to user events attracts significant attention. Industry events, particularly those featuring company sponsorships or speakers, consistently perform well. Webinars can yield mixed results, with success often depending on the topic discussed.

Topics centered around industry trends or specific use cases tend to resonate more with attendees. Notably, the conversion rate from attendee to lead has become more challenging in late 2023 and 2024, highlighting the importance of aligning event content with audience interests.

3. Research

Research-based content has shown high effectiveness in certain sectors. For instance, in professional services, cybersecurity, and life sciences, studies focusing on trending topics—such as artificial intelligence, market dynamics, and emerging threats—perform particularly well.

While research content can draw considerable interest, it often struggles to convert into sales-qualified leads (SQLs). Interviews with sales teams reveal that research is frequently underutilized in outreach efforts, presenting an opportunity to better leverage findings for engaging potential buyers.

4. Websites

Though not traditionally categorized as content marketing, websites are vital content resources. Data from analytics platforms indicate that buyers often visit websites during both the initial and final stages of the sales process. However, tracking genuine interest can be complex due to marketing efforts directing audiences to specific landing pages.

Interestingly, personalized email campaigns have shown a clear correlation with increased web traffic, suggesting that targeted communication can lead to higher engagement from potential buyers.

Understanding Audience Content Preferences

While these categories offer valuable insights, they are not exhaustive. Challenges in visibility between sales and marketing systems limited the analysis. However, the key takeaway is clear: prospects have distinct content preferences, and understanding these can create significant opportunities for optimizing content strategies.

Some companies possess content that functions as a "brand" in itself—well-known industry reports or annual publications, for instance. Instead of continuously producing new content, brands can extract additional value from existing branded content through a process known as "atomization."

Atomizing Content for Maximum Impact

Atomization involves breaking down comprehensive reports or content into smaller, more digestible pieces. For instance, a detailed research report can be repurposed into several formats:

• Quarterly eBooks: Focus on individual topics highlighted in the report, providing in-depth analysis and insights.
• Monthly Social Media Posts: Share compelling graphs, statistics, or key takeaways to drive engagement among followers.
• Quarterly Webinars: Host discussions on findings from the report, using participant feedback to inform future research and improve content quality.

This approach can also apply to events. Instead of merely promoting an event, companies can create buzz by teasing speakers, venue details, and presentations over several months, building anticipation and enhancing engagement with potential attendees.

Leveraging existing assets can be a highly effective strategy for creating high-performing content. Reinforcing the value of known content is essential for maintaining audience interest.

The Aim of Content Marketing: Focus on Consumption

Ultimately, the goal of content marketing should be to encourage consumption rather than merely producing more content. By maximizing the value derived from existing content, businesses can significantly reduce the need for constant new content creation.

The market is saturated with content, making it increasingly difficult to capture audience attention. Therefore, a strategic approach that emphasizes quality over quantity is crucial. Brands should prioritize understanding their audience's content preferences and tailor their strategies accordingly.

Implementing the Four Types of Content

To effectively implement these content types, brands can take the following steps:

1. Identify Key Case Studies: Review past projects and client relationships to pinpoint compelling case studies that highlight successful outcomes. Share these early in the buyer’s journey to establish credibility.
2. Engage in Industry Events: Actively participate in industry events, both as attendees and sponsors. Use these opportunities to create engaging content that resonates with your audience.
3. Leverage Research Findings: Conduct research on trending topics within your industry and share these findings in various formats. Use this research to inform sales strategies and outreach efforts.
4. Optimize Your Website: Ensure that your website serves as a valuable content resource. Use analytics to track visitor behavior and adjust your content strategy based on insights gained.

Measuring Content Effectiveness

To ensure that content strategies are effective, measuring performance is essential. Key metrics to consider include:

• Engagement Rates: Track how audiences interact with content, such as social media shares, comments, and time spent on pages.
• Conversion Rates: Monitor the percentage of leads that convert into customers as a direct result of specific content pieces.
• Traffic Sources: Analyze where website traffic originates, helping to determine which content types and channels drive the most interest.

By regularly reviewing these metrics, businesses can refine their content strategies and focus on what truly resonates with their audience.

Elevate Your Content Strategy Today

In a landscape where content creation is abundant, understanding what buyers truly want is crucial. By focusing on the four types of content that resonate—case studies, event-related content, research, and web resources—brands can create more impactful marketing strategies that drive engagement and conversions.

Rather than simply adding to the noise, companies should aim to produce content that offers real value to their audience. By adopting an approach that emphasizes quality and relevance, businesses can enhance their content marketing efforts and strengthen their connections with buyers.

If your organization is ready to transform its content strategy and align with what truly matters to your audience, Convirzon is here to help. Our team of experts can assist you in developing a customized approach that maximizes the impact of your content, ensuring you meet your audience's needs effectively. Reach out to us today, and let's work together to elevate your brand and drive meaningful results!