Inbound marketing relies on multiple elements to make it work, and content is a big part of it. Content includes basic and advanced, each serving an important function in your overall inbound marketing plan. What’s the difference between basic content and advanced content, and what’s the purpose of each? Read on, and we’ll explain.
What is Basic Content?
Basic content includes blog articles, website text, emails, newsletters, and social media posts. This type of content is ungated for visitors, meaning there is no need to download anything onto their device or fill out a form to receive it.
The purpose of basic content is to provide something of value to your readers to attract them to your website and brand. That value can come in the form of educational information, entertainment, solving a problem, providing a solution, or any combination of the above.
What is Advanced Content?
Advanced content is a catch-all category visitors can download in exchange for their personal information. This category can include eBooks, checklists, case studies, guides, tutorials, whitepapers, or any other type of content visitors feel is valuable enough to share their personal information.
The purpose of advanced content is to generate leads. Once you have a visitor’s email address, you can start nurturing the lead with the goal of moving the person through the marketing funnel toward a sale.
Because advanced content asks for something from the visitor, it takes more time to create than basic content. It may contain multiple graphics, a compelling layout and design, and focus on a topic your buyer persona is itching to read.
Since advanced content is set up to entice your buyer persona or ideal customer, people who trade their information for the content will likely be interested in your products or services. Do advanced content right, and each download can provide you with a promising prospect with whom you can build a relationship, expand your reach, and ultimately transform into a paying customer.
How to Write Advanced Content
Three quick tips can help you create the most effective advanced content.
Understand your buyer persona and the type of content they’d want. Even if your awesome eBook took two months to create, it isn’t all that awesome if your target audience has no interest in downloading it.
Get content creators and designers on the same page. Your content writers and designers should work closely together to create a design that flows well, makes sense, and is easy to read.
Indulge in creativity. The more creative your advanced content is, the better. Try unique titles and captivating cover art. Make your advanced content tell a story your target audience would be eager to read. When you promote your content, pull information that will entice people to click and fill out the form.
When you create a landing page to promote your content, include enough descriptive information that will leave your visitors wanting more. Vague landing pages won’t lead to conversions.
Examples of Advanced Content
Advanced content should drive your visitors from the top of the funnel to the bottom, ultimately leading to a purchase. Here are some examples of advanced content that can do this.
Templates provide users with a runway to solve specific problems. Example: 2023 Inbound Marketing Template | Lynton
Guides can be short or more in-depth, but they often walk customers through a process. Example: WordPress vs. HubSpot | Lynton
Checklists also guide customers through a process. Example: Choosing Your Web Development Team Checklist
Webinars give visitors a chance to ask questions and hear directly from subject matter experts. Example: 6 Easy Ways to Engage Your Audience with Text Message Marketing
Other examples of advanced content include:
Surveys or research reports
Get Started with Advanced Content
Basic content and advanced content share the overall aim of giving your visitors something of value that’s relevant to their needs. Advanced content just does a more in-depth, detailed, and creative job of doing so, with enough allure for visitors to provide their information to receive it.
Lynton has a team of dedicated copywriters and designers ready to help you up your advanced content game. Reach out to us today.
By: Roman Kniahynyckyj
Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.