Branded Content

“It is the ability to use our entrepreneurial creativity to generate great and differentiated content and messages that sets us apart.” 

In order to capture the greatest degree of prospect interest possible in your product or service, you’ve got to have something truly awesome to trade if you want consumers to interact with your brand. Even simple tasks such as getting consumers to join an email list has become difficult as consumers have become hyper-sensitive to being spammed.

Research by the Content Marketing Institute has found that as many as 71% of content marketers are currently using offers as part of their content strategy, with case studies the most commonly-reported form. An additional 62% use whitepapers, and 32% are investing in eBooks. Investing in visual and creative content can allow you to capture the interest of a different segment of prospects who just aren’t into whitepapers. Here are some creative ideas to help you kick your content strategy:

• FAQ Lists. Compile answers to your customer’s top questions in a single document, drawing from your blog archives if applicable. Design the answers into an offer, and you’ll have a wonderful tool for capturing prospect interest.
• Data Visualizations. Provide an interest and visually-appealing twist on original or trending data by creating an engaging infographic which casts the facts in a new light.
• Publish Original Research. Is your company currently surveying your customers on a regular basis? Why not expand this practice slightly to create a new report in your industry? Identify an area in your niche that’s not currently being examined regularly, create a survey, and publish the results in a report.
• Create a Deadly Sins List. Address the negativity bias in your content strategy by addressing the thing your prospects are really thinking about: what not to do. Whether you speak to best practices for purchase, or how to best use your prospect, taking a negative spin can result in an irresistible content offer.
• Compile Data. If you’re trying to convert marketers or knowledge-hungry professionals into leads, consider doing some of your prospect’s legwork by compiling the freshest data and stats in your industry. Creating an eBook that’s solely comprised of statistics can be an efficient and effective addition to your content strategy.
• Glossaries. If your industry has tons of buzzwords, jargon, and lingo that can be positively overwhelming to prospects, consider making the product research process significantly less confusing by offering a glossary which defines key terms. Keep it simple and short, and consider creating glossaries around each product or service offering if there’s a ton of terms to define.
• Competitive Comparisons. How does your product stack up against the competition? Comparison sheets have been a powerful sales tool for years. Provide an objective, step-by-step overview that delves a little deeper than price, and your content strategy lead generation could soar.
• Webinars. Video conferences which address common questions and hot topics in your industry can be a powerful way to engage visual learners. Once the session is complete, the video recording of the session can serve as an on-demand lead generation resource for visitors to your website.
• Interview an Expert. Record an expert interview on a given topic, and offer a special podcast as a lead generation offer.
• Tutorials. Your company’s contacts at all stages of the buying cycle can benefit from a thorough tutorial which details the ins and outs of how to solve common problems, or demonstrates real usage of your product. You can create a how-to document, short video, or slideshow.
• Co-Branded Offers. Partner with a company that offers a complimentary product or service to collaboratively produce an eBook, presentation, or webinar. Depending on the strength of your relationship and their content strategy, you may even opt to promote the other company’s eBooks.
• Coupons. Sometimes, the simplest way to catch people’s attention is by offering a discount. Limited-time offers can create the impression of scarcity, allowing you to experience accelerated lead generation while the coupon is available for download.
• Kits. Repackaging your existing content offers can be a good content strategy practice, particularly if you’re dealing with eBooks or whitepapers which aren’t performing particularly well. HubSpot Consultant Shaun Pinney recommends packaging whitepapers, webinars, and slideshows together into a high-value kit.
• Blog Bundles. Creating an in-depth eBook can sometimes be as simple as packaging several of your best-performing articles into a single document. Alternatively, use your blogs to create a training course that’s emailed daily to newly-converted leads.
• Timelines. How long after purchasing your product or service does it take to see results? What actions do you recommend your prospects take, and when? Creating a timeline that spells out the steps necessary to see results is a smart addition to your content strategy.
• Monthly Email Newsletters. You can still capture the hearts, minds, and email addresses of prospects who aren’t quite ready to commit to a full-on subscription to your blog by offering a monthly email newsletter option.
• Customer Testimonials. Case studies can be a power player in your content marketing strategy, but simple testimonials can do the trick, too. Showcase your satisfied client’s thoughts on your company in a slideshow, eBook, or video, and use the final product for lead generation.
• Create a Screencast. If your product is web-based, or you’re an expert at a process that matters to your prospects, film a simple screencast which details the ins and outs of the task.
• Cartoons. Cartoons can be a fun and shareable addition to your content marketing strategy. You don’t need to utilize cartoons for lead generation, but be sure to offer a special subscription to your comic if you turn it into a regular part of your content strategy.
• Create a Deadly Sins List. Address the negativity bias in your content strategy by addressing the thing your prospects are really thinking about: what not to do. Whether you speak to best practices for purchase, or how to best use your prospect, taking a negative spin can result in an irresistible content offer.
• Debunk The Conventional Myths. No one wants to feel like a fool. Empower your prospects to educate themselves through your content strategy by offering short whitepapers, eBooks, or video offers which explode common myths, misperceptions, or even rumors.
• Case Study Excerpts. Cater to your busiest prospects by taking the high-points of your content strategy’s best case studies, and publishing these highlights in a mini case-study digest that gets straight to the results.
• Review Other Products and Services. What apps does your CEO have on his phone? What tools does your content team use for curation? There’s a good chance your prospects are wondering about the technology and tactics used to power your business. Provide a behind-the-scenes glimpse and value by reviewing products and services that aren’t in direct competition with your company.
• Create a ROI Calculator. Take advantage of your office Excel whiz’ ability to write spreadsheet formulas, and create a document which calculates the ROI your prospects can expect if they become customers of your company.

Having great content is a must have in today’s ever changing world. Some of these ideas will hopefully move your content ahead of your competition.