Why You Should Use Content Ideas That Are Proven To Convert
There are a handful of content formats that convert consistently time after time. They convert because they embrace the buying triggers – credibility, trust, and reputation. So what are these content formats?
- Case studies
- White papers
- Reports
- eBooks (and workbooks)
- Webinars
Let’s take a quick look at them individually.
Case Studies
Case studies are documents that highlight how a company solved a problem for a customer. They have a general format that shows the reader what the problem was, why it wasn’t being solved, how the company solved the problem, and the end result. They can be anywhere from 4-20 pages long, depending on the information being shared and the industry.
Case studies work quite well for business-to-business (B2B) marketing, where credibility and proof are essential to get through the buying process. However, case studies can also work very well for service-oriented businesses. A virtual assistant, a coach, or a consultant can help convert leads to customers by including case studies in their content marketing.
White Papers
White papers are documents that are designed to inform your reader about an issue, help them solve a problem, or guide them to make a decision. They are often longer documents, 10-30 pages. They work well for business-to-business marketing efforts. They speak directly to establishing credibility and authority.
A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body’s philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. They’re excellent tools for lead generation and make a great opt-in offer.
Like a case study, a general format begins with an abstract or a summary of the information. The next and perhaps main section of a white paper is to talk about the challenges, the product or service, and then how the product or service solves the challenges. There’s then a conclusion and an opportunity to encourage some type of action. For example, connect with a sales representative.
Reports, eBooks, and Workbooks
Reports and eBooks help establish credibility and authority. They work for a large variety of industries and niches, however they work better for business-to-consumer (B2C) marketing efforts. Reports are generally structured to help a prospect solve a problem.
For example, a personal trainer might create an extensive report on how to hire the right personal trainer for your needs and goals. It then helps people researching personal trainers solve their problem while at the same time it positions the author as a potential candidate to hire. Reports, eBooks, and workbooks make exceptional lead generation tools. They’re readily branded, easy to download, and provide value to prospects.
EBooks specifically work well for businesses where the owner or face of the business is recognizable. Or if your goal is to help brand your name as your business, then an eBook can help. It’s generally used as a calling card or lead generation tool.
Workbooks are useful tools to add onto a report or eBook. They encourage the reader, or prospect, to take action and can convert a lead into a customer. For example, an eBook on how to increase your personal wealth could be paired with a workbook that helps prospects track and organize their financial goals. The eBook is the lead generator and the workbook can be used to convert those new leads to customers.
Webinars
Webinars can be used for both B2B and B2C marketing initiatives. They are also excellent methods to build a list or to sell to a list. Webinars become more effective when you pair them with handouts and other content that is disseminated during or after the event. These supplemental pieces can provide additional value and include relevant and timely calls to action.
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