You Need Content, But What Type of Content?

You must get into content marketing. It’s all the rage. Everyone’s doing it.

How many times have you read a blog post that sells the virtues of content marketing?

However, more often than not, they gloss over one particular aspect – what type of content you need.

You see, content isn’t just this (i.e. a written blog post); it can also be video, podcast, images, infographics etc.

Of course, the type of content you need depends on what you want to achieve (the format of it will largely depend on your audience).

You’re probably after more traffic to your website, which is another way of saying more money.

Rational and emotional content

Emotional or rational?

Content boils down to two types: emotional and rational.

They will appeal to different people; some make decisions based on emotional responses, others on logical and rational foundations.

In that way, your content must be a mix of the following 4 types.

1. Something that entertains

Before you can sell to someone, you must get them interested in your company.

Entertaining content (for example, an amusing video) hits them at an emotional level. It intrigues them and makes them aware of your business. This is the type of content you need right at the top of your sales funnel.

Its purpose is to grab their interest and to engage them enough to make them want to share it so it can then do the same to others. It’s fantastic for building brand awareness and social sharing.

2. Education, education, education

Not as much fun as entertaining, but equally effective.

People love to learn, so putting out some content that educates them will a) appeal to their rational side and b) make them feel valued because you’ve taught them something valuable i.e. you’ve given them something for nothing.

Again, by giving them that warm and fuzzy feeling, it’s more likely to be shared. As before, educational content works at the top of your sales funnel and is a great way to start building valuable and trusting relationships.

3. Go on, you know you want to

The next type in the mix is content that persuades – yes, that’s right, back to emotional content. Tugging at their heartstrings will persuade them that what you’re offering is exactly what they need.

Testimonials and reviews are great for this because they give compelling reasons to buy without selling. Plus, you’re not the one telling them how great your product is, other customers are doing that for you.

Persuasion content comes in a little further along your sales funnel once your entertaining and educational content has done its job.

4. Convert

The final part of your sales funnel, converting content does what it says on the tin – it’s there to convert browsers to buyers.

This type of content must appeal to their rational side. They have to be convinced that buying your product is the right move because it will help them achieve what they want.

It’s essential that your content marketing covers all bases: video, blogs and articles and images to give it the widest appeal possible. But on top of that, it must also speak to both the emotional and rational sides of our brains.

Content is essential throughout the whole sales process from attraction right through to getting the sale. It can be web copy, brochure content, email marketing, videos, podcasts, direct mail…the list is endless. But whatever it is, it must cater for all types of customers – both the rational and emotional.


Author: Sally Ormond

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