Content Marketing – Content Types that Attract Relevant Leads

Posted by on 13th, Dec, 2012

My role at Tone has evolved with time. We’re a fast moving agency, and as such there has been a lot of role-switching as each of us pivots around the positions we’re strongest in. I graduated University with journalism under my belt, but having spent a few years in the industry my role has definitely changed.

In an ever-evolving industry such as digital design and marketing, web agencies and their employees need to be diverse enough to adapt to industry shifts. Algorithms are constantly changing, which means that our roles as individuals can never truly remain the same if we want to evolve with the advances in technology and industry trends to maintain our reputation as being at the pinnacle of online strategy.

One thing that remains a constant however is an unshakable thirst for new content. The trick is to outdo the quantity of content with quality, rather than the other way around. Content needs to be engaging, but one of the most common problems our clients face is that although they’re creating highly engaging content, they recognise that they’re engaging the wrong type of audience as opposed to their target market. This is before they come to us of course.

We recently penned a post about lead generation and buyer personas that goes into this in a little more detail. We also have a great ebook which we’re really proud of that gives step by step guidance in and around mapping your target buyer personas. These resources should definitely give you a head start in maximising your content’s reach for the benefit of business.

We do realise, however, that mapping buyer personas and nurturing leads through the sales funnel is an ongoing project that requires a lot of planning and management. So here we thought we’d pull together a quick guide to act as a snapshot into the types of content certain audiences are likely to be engaged by. Hopefully this should simplify the whole process and be used as a reference guide for content writers and editors alike as they build their editorial calendars and content marketing plans.

I wrote a similar post a while ago that went into detail about which social networks businesses should be using in order to find and cater for their target audience in the social sector.

Take a look below to find your business sector and see first-hand which content types are likely to engage your audience, keep them hooked and build a buzz around your brand that surpasses your initial expectations.

Based on our experience, these are the most common content types that are likely to engage the users in each sector.

Please note that this is just a guide as some businesses are quite diverse and might regularly push out more or differing content than is suggested here in this list.

The financial sector is a very upmarket and professional industry. Content that’s engaging in this sector tends to be based around stats – financiers love numbers and data so the best types of content would be statistical releases, blog posts, case studies and whitepapers.

Distribute to: Redditt, NewsVine and Digg

The services sector is very much led by imagery, video and branding, so content that’s visual and not too lengthy is likely to engage this type of audience. Content creation for businesses in this area should include videos, blog posts, infographics, email newsletters and social media updates.

Distribute to: YouTube, Pinterest and Instagram.

The utilities sector includes public services as well as gas and water boards so the need to be professional yet informative is of utmost importance. The best types of content for users in this area are Slideshare presentations, statistical releases, whitepapers, email newsletters, industry reports and press releases.

Distribute to: Facebook, Twitter and Google+.

A conglomerate is a multi-industry company. As they operate in more than one area, they need their content to be engaging enough for a diverse range of users that are often interested in totally different industries. This type of content is the most difficult to produce as it needs to be un-biased yet informative. Varied yet professional content such as Slideshare presentations, videos, case studies, email newsletters and virtual conferences are the types of content that might suit the audience of conglomerates.

Distribute to: Facebook, Twitter and LinkedIn.

Companies producing basic materials may find it difficult to come up with interesting ideas for new content. Many feel that their industry is boring, but they’re wrong. In fact, this type of industry is known for producing highly engaging content that appeals to audiences of various other sectors as well as their own. Gases, oils and coal are materials that have an effect in everybody’s daily life. Statistical releases, ebooks, whitepapers, industry reports and press releases are all great ways to publish those numbers and statistics.

Distribute to: Facebook, LinkedIn and Google+.

Essential consumer products like food, toiletries and clothing need to cater for a mass audience in arguably the most competitive market on the planet. Being able to stand out from the crowd can often be the difference between successful or failing content marketing campaigns. Engaging content such as podcasts, videos, blog posts, press releases and social media updates tend to get the most online traction for this sector.

Distribute to: Facebook, Twitter and LinkedIn.

The healthcare sector has arguably one of the largest audiences on the planet. Most of the content distributed in this sector is absorbed and respected throughout the world. Numbers and figures tend to get a lot of engagement in this sector and a well-researched and designed infographic or ebook has the potential to go viral very quickly. Other engaging content types include statistical releases, industry reports and videos.

Distribute to: LinkedIn, Facebook and Twitter.

Working in the media sector brings about a whole new challenge. Media is a very broad topic area so content needs to be diverse and varied. Your brand is everything in the media world so design is an important commodity for engaging content. They need to be visually and aurally appealing so a well-branded podcast, video or blog post is always likely to be well received by this sector’s target audience. Nicely branded email newsletters and social media updates are a good way to keep the audience regularly in touch with your brand.

Distribute to: Facebook, YouTube and Twitter.

Professionalism, customer service and expertise need to ooze from businesses publishing content in the industrial goods arena. They need to be aware that every piece of written content is designed to prove they’re more qualified as a potential suitor than their competition. Slideshare presentations, statistical releases and branded ebooks, industry reports and whitepapers are all likely to gain reputation within the industry – should they be delivered to a high standard.

Distribute to: Facebook, Twitter and Google+.

The technology sector is probably the most competitive of all – especially in the online world. I.T. companies and online marketers are very tech savvy and as such have the ability to produce outstanding online content – quality that is rarely matched by any other sector. They’re so far advanced online that many of these companies will produce and white label content for various other businesses in every sector. Content should be innovative, engaging and should spark curiosity. Things like Slideshare presentations, branded videos, engaging infographics, blog posts, viral ebooks and social media updates are sure to get a great reaction from fans and followers throughout the online world.

Distribute to: Facebook, Twitter, LinkedIn and Pinterest.

So as you can see, different sectors should be concentrating on different audiences and these audiences are likely to be engaged by different content types. Here I hope we’ve helped you understand what makes for a more engaging piece of content based on your individual sector. This is obviously just a guide so when you actually drill down into these sectors, you might find lots of sub-sectors that actually require a totally different type of content to the ones shown here in this list.

Our aim was to give you and your business a little more food for thought based on our experiences and wanted to pass on knowledge gained from years of trialling  monitoring and tweaking to give you a head start in your content marketing plan.

If done correctly and regularly, you should see a significant increase in user interaction, website traffic and ultimately sales. That should be reason enough to take your content seriously; especially today when more people than ever are consuming online content before making a buying decision.

Let me know if you found this helpful. I’d love to hear your feedback in the comments.

Content for Profits Ebook

Adam Veitch

Posted By Adam Veitch

Adam is our Project Manager - responsible for day-to-day client communication and seamless project delivery. Follow him on Twitter @adamveitch_tone or on Google+ Adam Veitch

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  • Mark Soto

    Thanks for sharing this post!

    I agree with what you posted in this article. In SEO terms, these are called, “linkable assets” wherein people would share your asset because they have seen the value of what you are offering to them. VALUE and TRUST is what makes content increase shareability.

    One of the types of leads or I should say one that attracts leads is CONTENT.

    • AdamVeitch_Tone

      Hi Mark,

      Great point! Linkable assets are what we pride ourselves at here at Tone; we’re all about resources that benefit our target market and the target market of our clients. Content marketing has been, and should continue to be, arguably the most influential ranking factor for online marketers. However, these days it’s all about adding ‘VALUE and TRUST’ like you mention.

      This new wave of awesome content takes a lot longer to produce. However, has the potential to go viral. A mediocre 300 word blog post would just find it impossible to have the same link potential as an interactive parallax-scrolling infographic for instance.

      The latter will take much longer to produce, however has the power to generate links indefinitely while at the same time establishing your brand as a world-class industry leading player.

      Thanks for the comment Mark!