WEBVTT 00:00.000 --> 00:07.120 Hello and welcome to Section 2 of Content Marketing, where we will be discussing content creation, 00:07.120 --> 00:14.200 looking at the different types of content, mapping content to the buying stages, utilizing 00:14.200 --> 00:23.880 content curation, as well as gaining understanding of the best practices for content creation. 00:23.880 --> 00:31.000 So as we express in the first section, there are various types of content that can be branded, 00:31.000 --> 00:36.600 a wealth of content types that can be branded, so let's discuss these in more detail. 00:36.600 --> 00:43.320 Blog posts and articles as written content covering a wide range of topics, including industry insights, 00:43.320 --> 00:51.080 how to dide, remember how to is the number one form of content in terms of searching on YouTube, 00:51.800 --> 01:00.840 tutorials, explaining how to do things as well, listicles, the top five richest celebrities, 01:00.840 --> 01:08.360 well that same approach can work very effectively in marketing, top five things you should know 01:08.360 --> 01:14.440 before you buy your new home from a mortgage company, opinion pieces, opinion pieces provide 01:14.440 --> 01:21.800 perspective that can help lead to greater thought leadership and news updates, providing timely 01:21.800 --> 01:27.400 updates, particularly in industries where news moves quickly, you need to stay on top of it, such as 01:27.400 --> 01:34.520 the financial markets, right, videos, videos are highly engaging, see versus how format that can 01:34.520 --> 01:40.280 include everything from product demonstrations, tutorials, interviews behind the scene footage at 01:40.280 --> 01:45.000 a different fashion show, for example, customer testimonials, nothing brings the customer 01:45.000 --> 01:51.000 tester more to life than having that customer appear on the screen, or storytelling content, 01:51.000 --> 01:56.600 right, you know, the old saying pictures worth a thousand words, so videos perhaps worth a hundred 01:56.600 --> 02:03.000 thousand words, right, and you can show and demonstrate. Social media posts, these include social media 02:03.000 --> 02:09.320 text posts, images, videos, or links shared on social media platforms, you know, that might link 02:09.400 --> 02:16.840 to blog articles, et cetera, as well as using social media for announcements, interactive polls or 02:16.840 --> 02:23.720 quizzes, which is a great way to interact with your audience, gain engagement, gain information 02:23.720 --> 02:30.120 from your audience, depending on how they answer the polls, right, white papers and e-books, 02:30.120 --> 02:35.240 these are long-form content pieces that provide in-depth analysis, research findings, 02:35.240 --> 02:40.600 and actionable insights into a topic issue or trend, and very often these are great lead 02:40.600 --> 02:45.480 magnets because someone has to provide their email address before they get to white paper, 02:45.480 --> 02:50.440 and the white paper is providing important information for them. Infographics, it was discussed 02:50.440 --> 02:55.960 in this earlier, it's a visual representation of information presented in an easy to understand 02:55.960 --> 03:01.800 format, effective for conveying complex information quickly and engagingly, that gave me an example 03:01.800 --> 03:07.080 of deregulation industry, very complicated factor, but something that customers, for potential 03:07.080 --> 03:12.200 customers need to know, so they can understand the data options other than the local utility. 03:14.040 --> 03:20.600 All right, content types, podcasts, audio-based content, distributed via platforms like iTunes, 03:20.600 --> 03:26.920 Spotify, or SoundCloud, that may include interviews, discussions, storytelling, educational content, 03:26.920 --> 03:34.600 or industry insight. We don't always consider podcasts or audio content as actually 03:34.600 --> 03:39.640 mockering content, but it certainly is, and it's a great way to establish stored leadership, 03:39.640 --> 03:48.280 could be podcasts around investments or tax advice, which sets aside that brand, that service provider 03:48.280 --> 03:53.960 as a thought leader. Case studies, these are real life examples of how they brand, 03:53.960 --> 04:00.200 solve a specific problem or challenge for a customer, and hopefully it should be that you pick 04:00.200 --> 04:05.960 challenges that are relatable, right, other firms that may face the same challenge, other customers 04:05.960 --> 04:13.800 who might have the same issues that were addressed within that case study, and it provides evidence 04:13.800 --> 04:18.760 of success and demonstrates the value of the brand's offering. So essentially, case studies are 04:18.840 --> 04:24.760 great social proofs. We did so well, we discussed about the results that they have, and if you do a 04:24.760 --> 04:31.400 case study, you do want to specify the results. After using our approach, the brand increased 04:32.440 --> 04:40.840 the effectiveness of this sales campaign by 20%. Webinars, live or pre-recorded online seminars that 04:40.840 --> 04:45.720 provide instructional content covering industry trends, best practices, and expert insights, 04:46.200 --> 04:51.000 in a great way to also engage directly with your customers. I've seen webinars where 04:51.640 --> 04:56.840 they allocate a portion, sort of like a Zoom call, where customers can, the audience can ask 04:56.840 --> 05:03.800 questions, text questions, and get responses in real time. Interactive content, you know, 05:03.800 --> 05:10.920 engage users actively and encourage participation, participation such as quizzes, polls, surveys, 05:11.560 --> 05:17.400 or even interactive videos, where you can click on a product shown in the video and get sent 05:17.400 --> 05:23.640 to a product page where you can purchase that product. Email newsletters, a great way of staying 05:23.640 --> 05:30.120 in constant communication or regular communication with your customers or subscribers, 05:31.080 --> 05:36.280 providing them update news tips, offers, promotional offers, or promotional campaigns, 05:36.280 --> 05:41.960 I can be a favorite friend, and content that's relevant to their interests. 05:43.480 --> 05:51.640 So there's very many content types, as you can see, but why do it? Talk performing B2C content, 05:52.200 --> 05:57.320 maybe how to do it, I should say, for a really top performer B2C content are short articles, 05:57.320 --> 06:04.200 less than 3,000 words, and videos, right? That's what performs best with B2C consumers. They don't 06:04.200 --> 06:11.320 really have the time or patience for very long content pieces, so less than 3,000 words, 06:11.320 --> 06:18.440 and videos were voted the most created type of content for marketing for the fourth consecutive year. 06:20.040 --> 06:27.640 So, because videos are very engaging, again, we convey a lot of information and even convey, 06:29.240 --> 06:33.560 effectively reach people emotionally with videos, but moving images and music, 06:34.200 --> 06:39.720 it can be far more impactful than just the written word. Short form videos like TikTok and 06:39.720 --> 06:44.600 Instagram Reels and live streaming were the most effective formats on social media, and certainly 06:44.600 --> 06:50.520 you would see the popularity of TikTok videos in IG Reels, what's the difference between a real 06:50.520 --> 06:56.440 or TikTok video and a normal YouTube video is that these are vertical formats and they tend to be 06:56.440 --> 07:02.680 shorter, right? Most TikTok Reels in IG are TikTok and IG Reels are less than a minute in length, 07:02.680 --> 07:08.600 so that means that a person can consume a lot of this form of content in one city, 07:08.600 --> 07:14.760 and it's a very TikTok is the most discoverable social media platform in terms of 07:14.760 --> 07:21.080 it's the platform where a brand has the best chance of going viral or content creator does, 07:21.080 --> 07:29.400 because of the fact that so much content is presented in one visit to a TikTok, 07:30.360 --> 07:37.080 to TikTok, right? So a lot of content can be displayed and discovered. It's a very consumable 07:37.080 --> 07:45.240 content. Podcasts become increasingly popular in most recent years, in 2020, we have data in 2020, 07:45.240 --> 07:52.360 2024, a number of weekly listed in the US project is projected to reach 109.1 million people, 07:52.360 --> 07:58.520 and let's just continue, and as you know, their podcast is about every subject area, it's certainly 07:58.520 --> 08:05.960 a lot of opportunities for brands to, you know, to center on relative topics that are relevant 08:05.960 --> 08:12.200 to their audiences. And this is shouldn't be surprising, but 70% of people radicate information 08:12.200 --> 08:18.920 from blogs and traditional advertisements, because blog information, if it's by a blogger, 08:18.920 --> 08:25.160 assumption is that it's more objective. It's not a marketing message, but it's information and 08:25.240 --> 08:32.440 that information may actually prove that one bread might be the best option, but it's done in a 08:32.440 --> 08:39.960 straightforward objective way. And, you know, if people with consumers will find that more 08:39.960 --> 08:47.720 trustworthy source of information, then advertisement, which is obviously skewed towards presenting, 08:47.720 --> 08:55.320 you know, the advertising as the best.