Inbound marketing relies on multiple elements to make it work, and content is one of them. Content includes basic content and advanced content, with 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.
Basic content consists of things like blog articles, website text, emails, newsletters and social media posts. This type of content is freely given to any online visitor, without the need to download anything onto their own device or exchange any information in order to receive it.
The purpose of basic content is to provide something of value to your readers to draw 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.
Advanced content is a catch-all category for content visitors can download in exchange for their personal information. This category can include e-books, checklists, case studies, guides, tutorials or any other type of content visitors would be likely to relinquish personal information in order to receive.
Advanced content must also provide something of value to your visitors, and that value needs to be perceived as substantial enough for visitors to exchange their name, email address or whatever other information you’re requesting.
The purpose of advanced content is to gather visitor information in order 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 (or at least it should!). 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 are likely to 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.
Related: Developing Buyer Personas
How to Do It Right
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 e-book took two months to create, it really isn’t all that awesome of your target audience has no interest in downloading it.
- Get content creators and designers on the same page. Your content writers and content designers should work closely together, creating 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 that your target audience would be eager to read.
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 own information in order to receive it.