Advanced content. eBooks. Checklists. Case studies. Blah blah blah. If you're an inbound marketing nerd like myself and my coworkers, you know these things all too well. But if you're just getting started in the crazy world of inbound marketing, you may not know what all these things are, and why they are so important to your business. So, first things first:
What is content?
'Basic' content includes blog articles, social media posts, newsletters, website text, and emails. This is content that does not have to be downloaded, and website visitors do not have to provide any information to receive it.
What is advanced content?
Unlike 'basic content,' advanced content is a catch-all phrase for anything that includes eBooks, checklists, guides, whitepapers, etc. Basically anything that can be downloaded in exchange for contact information. Advanced content takes more time to create (normally including multiple revisions and time for design), and it includes relevant and interesting information that your buyer persona will want to read.
If you don't know the difference between the types of advanced content, check out our Inbound Marketing Checklist, our Guide to Hiring a Web Design Agency, and our eBook Being an Inbound Marketer is Hard.
Why is advanced content so important?
Plain and simple, advanced content is the way that you receive leads. When you create advanced content that is relevant to your buyer persona, you will begin capturing contact information from people that are actually interested in your products or services. That's what is so stinking awesome about inbound marketing. You're not paying for ads and hoping you reach your ideal client. Instead you're providing relevant information and bringing customers to you. With the lead information you received from your advanced content, you're able to market to them further with lead nurturing campaigns, build lasting relationships, as well as expand your company reach.
3 tips to make your advanced content even that much more awesome:
- Make sure you understand your buyer persona and what type of content is important to them. You can spend weeks creating an awesome eBook, but if it isn't something your buyer personas can relate to, then no one will download it and it's just a waste of time.
- Make sure whoever creates content and whoever is working with the design work closely together. The design of your advanced content should flow well and should be easy to read.
- The more creative, the better. Try unique titles for your advanced content or even try telling a story.
This is just the tip of the iceberg when it comes to creating great content. You can go much further when explaining how to get someone to download your content- but we'll save that for next time. Do you have any other tips for creating great content? Let me know!