11 types of content to help you win business

When you’re sharing content on a regular basis, it’s common to experience moments of doubt. Will this piece of content engage my audience? How will I know it was worth sharing? When will I see results from this hard-slog routine of preparing content and getting it out there? Your uncertainties may be fuelled by a lack of engagement on your posts. Or you might have a beautiful website that only a few people ever visit. Or you could be experiencing a simple drop in confidence – making you worry whether you’re sharing valuable information in your updates, articles, videos and posts. These eleven types of content will help you overcome those doubts. If you share them consistently, they WILL help you win business.

Market-focused content

Firstly, you need to show prospective clients that you understand their market and the challenges they’re facing. Don’t be boring, but do touch on the latest technology or topics that you find interesting. Share posts which talk about:

  1. What’s affecting this industry – either tech, politics or regulations which mean changes for them and their end-customers. 
  2. How the environment is impacted by this industry and their end-clients. Many businesses are making the move to become carbon-neutral because they know it makes sense to be part of the solution, not the problem. 
  3. Where the new trends are coming from – your prospects’ services might be creating a wave of change in their industry, but are they aware of what others are doing?

Client-focused content

Your own clients are a brilliant source of inspiration for your content marketing, and because the situations are real, they’ll help build trust with prospects. Listen closely to what they say. On a daily basis, you or your team are speaking to clients and solving their problems. Develop these ideas to prove your expertise:

  1. Blogs or videos outlining a problem you know they have, which you can solve or help them resolve (like our one above: we know content marketing gets harder when you’ve been doing it for a while!)
  2. Bite-sized benefits which your products deliver for your clients – turn these in FAQs and mini videos to make them more engaging.
  3. Case studies sharing the successful results achieved for your clients – an in-depth story can help you convert leads when prospects are further along the buying journey, whereas testimonials can help you attract attention at the top of the funnel.

Operations-focused content

Prove how robust your business is by sharing some behind the scenes insight into your operations. Think about how your network of suppliers make a difference to the products or services – and design content that positively supports those, such as:

  1. Gratitude posts to thank your suppliers, mentioning what they do for you and how that has an impact on the end-clients’ experience
  2. Process improvements you’ve made or are making which materially affect your services and how they benefit clients

Culture-focused content

Whilst you don’t want to talk about yourself all the time, it does help to share posts that reflect your company culture. Even in business to business relationships, the people behind the process make the difference in how clients are feeling about buying from you. If you want to develop good relationships, you have to let clients and prospects get to know you. Think about sharing:

  1. Your business mission and back story – how did you start up and why? Don’t just leave it as a page on your website, turn it into short, visual posts for social media.
  2. Your photos of your team – with insights into who they are and why they do their role. Again, you can go beyond the team bio page, by doing Meet the Team interview posts or by enabling them to write a blog about their interests.
  3. The company values – how you decided on them and how you live up to them in your work. Make them memorable by turning them into graphics or videos

So, once you’ve picked your themes for the year (read more in How to Plan Your Content) you can intersperse these types of content across those themes, making sure you’ve got a range of interesting posts to keep your content marketing moving. And if you would like more help to plan your content, book a free 30-minute call to explore what you need with Debra. 

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