Jump In! The Deeper Content Your Business Marketing Strategy Needs for Success

by Gabe Arnold

Here’s What You’ll Learn in This Guide:

1. E-books, White Papers and Reference Guides: The Perfect Pieces to Get your Feet Wet

E-books, white papers and reference guides give consumers the information they want. While you may be intimidated, check out this section to discover how prepared you already are to begin giving your audience what they want.

2. Video Content: Taking the Plunge

Visuals prove powerful in attracting and holding attention. Don’t be scared off by video content! This comprehensive section gives you the confidence to incorporate this valuable content into your business marketing strategy.

3. Premium Content: Riding the Wave

Premium content asks consumers to share information or pay a fee to access exclusive materials. While e-books, white papers and videos may be included, read this section to discover the breadth and depth of premium content all along the sales funnel.

4. Diving Deeper Into Content Reaps Greater Business Marketing Rewards

Content which speaks to the aspirations of your audience and elicits the response, “This is just what I was looking for!” brings success to your marketing efforts. Take the next step in curating content which goes deeper with your target audience readers and converts them to customers.


Congratulations! You have worked hard to bolster the copy on your website. Your blog offers valuable material consumers want to read. You hold a firm grasp on creating powerful content. In sum, the foundation of your business marketing plan is solidly in place. We applaud you!

You may now be asking:

Is this all there is to managing quality content? Just keep doing what I am doing?

Once the basics of your business to business (B2B) and inbound marketing efforts are drawing traffic, yes, you keep doing what you are doing. Continue to create great content for your site and blog. Use analytics to understand the impact of copy on consumers. Make adjustments to increase its reach and influence.

But there’s more!

Stopping at this level gives you only the shallow benefits of your content marketing potential. To fully capitalize on inbound methods, you need to go a little deeper into the water. Don’t fear. Pull on your oxygen tank and breathe easy. Getting creative and expanding your content beyond website copy and blogs is exciting.

Remember, you successfully dove into the first step of understanding and curating content which draws traffic. (For a review, check out our last guide.) It’s time to dive a bit deeper (not to the ocean floor, but maybe past snorkel level) to reap an even greater return on investment from your business marketing plan.

Plus, we promise to be your diving partner. Together, let’s look at the next level of content. E-books and reference guides, white papers, video scripts and premium content add dimension to your business marketing campaign.

1. E-books, White Papers and Reference Guides: The Perfect Pieces to Get your Feet Wet

Dogs and diamonds might rank up there as quality BFF material, but when it comes to B2B and B2C, quality content is where you’ll find the basis of a valuable friendship. Business marketing and quality content go hand-in-hand. Like PB&J, bread and butter, or masks and snorkels, they’re great on their own, but the best results come when they are perfectly matched.

You’ve already jumped into the world of blog publishing and content creation, and are doing swimmingly, with increased readers and a growing following. Let’s dip a bit deeper into the pool to check out a few other content areas that give your readers a better view of your business.

Why You Need to Take Your Content Deeper

Think about what your readers want. They are looking for content that enriches their lives and adds value to their days. Your readers should leave your blogs feeling satisfied.

Maybe they learned more about your business and now feel a greater connection with your company. Maybe they learned a new way to use your product or service and are excited to get started. Maybe they learned something related to your industry and now feel more educated.

The last thing anyone wants is to read a blog, click away and feel like those minutes were poorly spent. And, you’ve made sure this is not the case with your blog. Your content doesn’t waste anyone’s time.

Now, though, it’s time to give them more.

This isn’t just a marketing “do.” Offering this level of content is becoming a “must” in today’s business marketing world. Back in 2012, Sam Dogen, Financial Samurai and founder of Yakezie, wrote about a shift in Google’s algorithms that made this content change even more important.

“Thin content is out, thick content is in,” he wrote in a Yakezie blog post. “Think about the last health scare you had. When you searched online, how awesome was it to read something that went on and on about solutions to your potential problem? How frustrating was it to consistently see thin posts with no substance? Search traffic is huge. Cater to it as you get into the immediate stages of blogging.”

Dogen wasn’t alone. In 2014, Jesse Noyes, senior director of marketing at Upserve, said the same thing.

“‘Fat’ content will become the focus of marketers everywhere,” he predicted for 2015. “This includes content types like white papers, videos, e-books, infographics…content that can be broken up and used as the fuel for multi-channel campaigns.”

Both viewpoints effectively sum up the importance of diving into these new waters:

— You meet your readers’ needs and give them solid, meaty advice, and
— You curate pieces that will not only make Google happy, but will also drive people to your various platforms.

Adding E-books, White Papers and Reference Guides to Your Content Mix

The most exciting part of taking the step into the deeper water of deeper content is that you are more prepared than you believe. When you begin writing e-books, white papers and reference guides, you are set for much of the material. Yes, your content is nearly written already.

Let’s take a look at what makes up these business marketing tools:


In the most basic of definitions, an e-book is an electronic book. This is something you download directly to a reading device, tablet or smartphone, or access through a downloadable app for those devices. They are usually found in PDF form, although other options exist that allow business marketing specialists to include other media types.

Beacon does a great job of breaking down e-book details, as well as explaining why they are so important.

“To most people, an e-book is something you download to read while relaxing on a beach,” they write. “But for marketers an e-book is an opportunity to give detailed insight on an area of expertise, enhance their reputation and most importantly to generate new leads.”

An e-book can cover any topic — but is usually limited to one topic or problem. The content gives readers an in-depth, detailed look at the business marketer’s specialty area. Many people look at e-books as quick, easy-to-read pieces of information, broken down into bite-sized pieces any reader can understand. In most cases, the writers use a lighter, more conversational tone.

According to Gordon Graham, also known as That White Paper Guy, e-books are usually anywhere from ten to hundreds of pages, and are best used early in the sales funnel. Why? They help you get new leads while keeping those leads and other prospects engaged.

And, in the words of marketing strategist David Meerman Scott, e-books are “the stylish younger sister to the nerdy white paper,” he wrote in The New Rules of Viral Marketing.

“Never before has a medium allowed an idea (or a product) to spread instantly to millions of consumers the way that the Web does,” he continues. “E-books are true examples of thoughtful leadership at work, and they hold the potential to influence many thousands of people in ways that traditional marketing cannot. E-books are a great way to dip your toes into the word-of-mouth ocean.”

White Papers

So, what are these white papers, and why are they considered the nerdy older sister? White papers have long had the reputation of being scholarly, somewhat dry and usually boring. However, thanks to new technology and a greater understanding of the importance of writing compelling copy, white papers are seeing a resurgence.

White papers are typically seen as mini-guides that have a greater focus on the company’s products or services. In most cases, they take the problem or situation described in an e-book and show how and why the company is a good fit to solve the problem and resolve the situation.

That White Paper Guy notes that these five- to 12-page documents also bring the benefit of getting your company new leads. They are great to use early in the sales process to explain your product or service’s benefits.

While all of these are intriguing reasons to write one today, Scott says they aren’t his first choice for business marketing pieces.

“I do not agree with how white papers are typically used, which is why I talk so much about the e-book as different,” he says. “I’ve found that it is nearly impossible for marketers to get out of their bad white paper habits.”

Those bad habits, Scott says, include:

— Using a portrait landscape that doesn’t work well on a computer screen;
— Failing to deliver on interesting, useful content;
— Using industry jargon and slang that most readers don’t understand; and
— Making them so boring that “most people don’t want to read white papers.”

If you can break these bad habits, though, you can find yourself with a stand-out piece that shows your customers and prospects that you understand their problem, care about helping them find a solution and, in fact, provide that solution.

Reference Guides

White papers are the nerdy big sisters. E-books are the trendy younger ones. This leaves reference guides as the misunderstood middle sisters who are gaining popularity while finding their identity.

They’ve learned from their big sister the importance of focusing their content on one theme. (Jeff Goins has a great exercise on focusing.) However, they also understand that not everyone will appreciate the serious tone and presentation.

They’ve learned from their little sister that they need to present their information in a relatable, engaging and fun way. Well, if they want anyone to read the copy.

As a result, you get a powerful tool that capitalizes on the best of both worlds. The result is a file that presents the heavy information in a way that the reader not only understands, but also gets excited to implement. And, there are plenty of tips, tricks and instructions included in the reference guide to do so.

The guides can be presented in a shorter, more text-heavy white paper format or can be hefty e-book files, filled with graphics and unique design elements. They are highly downloaded and widely shared. Plus, their catchy headlines, which usually include words like “ultimate,” “complete” and “definitive,” leave you plenty of attention-grabbing options.

While all three content types are slightly different in their approaches to the customer, they all have one requirement in common. Deeper diving in any water type requires a snorkel; the tool that will give any of your business marketing pieces a breath of fresh air. The one requirement is amazing content.

Tips to Get You Swimming Successfully With Great Content

You’ve heard it before, but you really can’t emphasize the importance of good content enough. The advantage of using e-books, white papers and reference guides as your next business marketing step is that you’ve already done quite a bit of the hard work when you started writing your blog.

Think about all of your blog posts. Have you done a series that breaks down a problem and provides your readers a solution? Have you written a variety of reviews on certain products or services? What about more than one piece that shows how a customer can use your product? Your first guides can be compilations of these blog posts. Yes, you’ll probably have to rework them a bit. However, you’ll be taking practical and engaging information that benefits your readers and putting it into one easy-to-access spot.

Add in these content tricks to make sure that your first trip into the waters of longer content is a success for you and your readers:

— Not everyone will sift through your blog looking for the information they want. Some may arrive at a post because of one search. If that blog post includes a snippet at the end that lets readers know the piece is part of a bigger guide, your readers are more than likely to download and refer back to your guide.

Takeaway: Include links and a clear call-to-action to drive readers to your piece.

— Make sure your content adds value. Make it easy to read. Use short sentences, bullet points and lists — and lots of white space. Choose topics that your readers have already asked about. Checking your data and analytics for your blog will show you the most popular subjects.

Takeaway: Write creative content that catches someone’s attention. Add a sharp headline and market your piece to the right audience.

— Don’t worry so much about the type of piece you’re writing. In the end, all three pieces of content serve several of the same purposes: to draw your readers in, give them information and action steps and make them want to come back.

Takeaway: Put your readers first and focus on what Joe Pulizzi calls the “content tilt.” They won’t care whether or not they’re reading a white paper, e-book or reference guide, as long as they are receiving the information they signed up for and decided to read.

Most of all, have fun. Apply the joys of diving into new experiences to your writing. Your readers will be able to tell if you enjoyed writing about that topic. Happy writers make happy content, which leads to happy customers.

2. Video Content: Taking the Plunge

Did you know that recent marketing statistics show that video is the most popular way for people to consume content? Forty-three percent of people want to see more video content from marketers, and 51.9 percent of marketers say it’s the type of content with the best return on investment (ROI).

Video is accessible on mobile or desktop devices. Engaging and stimulating, it holds interest better than a page of text and offers a break from the barrage of print marketing materials. Interviews, animations, explanations and how-tos are all examples of videos to utilize in content marketing. Vlogs, customer testimonials and tutorials can help to personalize and humanize your brand.

Video can also help raise engagement rates in your marketing campaigns. If you are experiencing a dip in your engagement, integrating video into your marketing strategy may be a great way to breathe some fresh life back into it.

Video helps mix up a stale set of emails or webpages and brings new excitement to a social media profile. Of course, before you can post videos, you have to select what kind to use, and write a script.

Read on for how-to’s on using video in marketing – different types to use, how to integrate them into marketing campaigns, the importance and use of livestream video, how to write a video script and tips for success.

Let’s take the plunge, and see how you can direct, write or star in a film worthy of an award!

So Many Options: Different Kinds of Marketing Videos

There are a wide variety of options when it comes to the style and way to use marketing videos. They are a fantastic way to freshen up content – or even reuse content like blog posts or written guides.

Here are a few ideas to get you started:

How-To Videos and Tutorials

Have a product? Of course you do – that’s why you’re marketing! So why not show potential customers how to use that product? Demonstrate how it solves a problem your client is facing. Illustrate how it innovates or makes their job easier.

Offer tutorials related to your product or service. For example, if you run a graphic design company, give a how-to on using branded images in blog posts to heighten brand credibility.


Thought leader or expert interviews are a fantastic way to generate content. Record the interview, select strong quotes to use in branded images for social media and so forth. People are more likely to watch your video if a thought leader or expert is involved.

Conduct interviews with different members of your team. Ask “getting to know you” questions to make them more relatable and show the human side of your business. Readers love this personal connection.


Repurpose blog posts into vlogs, or write entirely new content. This is a good way to offer engaging and relatable content in an informal way. Typically, a vlog also gives you more freedom to integrate comedy and down-to-earth attitudes than a more formal interview.

There are vloggers who are wildly successful at what they do – just think about the popularity of YouTube stars. Why not take this format and repurpose it for content marketing?


This is the category for everything that doesn’t fit somewhere else. It includes explaining the different packages or pricing you offer, serving as a welcome video to your website or just discussing a relevant topic.

Explainer videos, in particular, are usually 30-90 seconds long, explaining what your company or product is and why clients should be interested. HubSpot has a list of 17 explainer videos that are well-done and exciting, as well as some tips on making your own.

Customer Testimonials

Using customer testimonials is a great way to encourage new clients to buy into (figuratively and literally) your services. They’re a powerful tool for marketers, but turn those quotes into a video and it becomes even stronger.

A great added perk of using customer testimonials is that they don’t come across as a sales pitch. These are people outside of your company giving their opinion, so it seems less biased. Click here for tips on how to use customer testimonials.

Integrating Videos into Your Marketing

With all the different styles of videos for marketing, it’s easy to adjust the tone to the different places you’ll use video. So, now, let’s look at how to integrate these videos into your marketing setup – and your different platforms.


Any page on your website can include video content. From the landing page to the “About Us” section and beyond, using video on your site can bring otherwise dry pages to life. IMPACT has a fantastic list of ideas on where to creatively integrate video into your website.

For instance, use video in lieu of a background image on your landing page, as premium content offers for email signups, or as a “get to know us” strategy on your company page. You can also use shorter, catchy videos to sell your product, give demonstrations and show customer reviews.

Anywhere you would use an image, you can use a video. Just be careful of overloading pages, in case they cause the pages to load slowly or freeze.


Any marketer knows the value of email copy. A strong, energetic tone to emails is key to raising open and click rates. Emails are also one of the core components of a good inbound marketing strategy.

So how can you integrate video marketing into your already-existing emails? One great way to do this is through embedded video and YouTube links. Be sure that when you send messages with embedded video that they aren’t too large to send and receive properly.

Emails are also a great place for teaser footage that is linked to a longer video. For example, pull in a quick snippet from a recent interview, followed by a link to the full interview.

Social Media

Last but not least, we have social media. Any good marketer knows the importance of social media usage and copy. So let’s dive right into some information on how to use video in those campaigns.

Instagram: Instagram videos can be three to 60 seconds long. Like emails, this short footage restriction is a great opportunity for teaser footage with a link to the full video in the description.

Facebook: Facebook media is one of the least restrictive (in terms of length). Use this as a platform to promote interviews, tutorials and more. You can also employ it as a great chance for livestreaming, which we’ll look at next.

Livestream: Livestreaming video is the new lifeblood of video marketing. Live interviews, webinars, lectures, Q&As and more can be done through this medium. Livestream capability is built into Facebook, in a limited capacity on Instagram Stories and through the Twitter-owned Periscope. Livestreaming also can raise engagement, since it gives the audience the feeling of being “right there” and enhances the interaction with a real person.

How to Write a Great Script

So, now, we come to the part you’re probably most interested in – the part that involves copy! How do you go about writing a good script for these videos? As with any kind of writing, there are countless tips and theories on how you go about writing a script that will raise engagement and keep people hooked to the last second.

Here are a few – but truly, the best way to know is through research, targeting your audience and buyer profiles, and a bit of trial-and-error. If done well, video marketing can be one of the strongest tools in your arsenal.

— Find your tone
Define what the overall tone of your video piece will be. For social media in particular, you want a conversational and light tone. Will this be a funnier piece? More serious? Formal? Informal? Decide this before you begin writing your script – or you’ll find yourself having to make far too many edits.

— Define your goal
What do you want your audience to take away from the video? Is the goal that they click through to your website? That they learn a new way to use your product? That they are inspired by the thoughts of an expert? Make sure your goal is doable and has actionable steps associated with it.

— Know your audience
Who are you targeting with this video? This will help you with writing a script that suits their needs, but it will also help if you choose to use the video in targeted marketing or advertisements.

— Determine your CTA
Like your goals, you need clear and actionable steps associated with your call-to-action (CTA). Will the CTA be verbal or appear as text at the end? Will you include links in your video description? There are a many ways to include a CTA, but make sure whatever you do fits naturally with the video so that viewers are compelled to take action.

— Make the script thorough
Script every word to be said, as well as camera shots, B-roll footage and any other elements that appear. You want to hand this script to any other member of your marketing team or company and have them follow it easily. If you are doing a livestream or an interview, write out key points to hit or questions to ask. Copy is still important even if the event itself isn’t quite as scripted.

— Create a hook
What is going to get your viewers interested instantly, and keep them from navigating away from the video? Is it a question, a statistic or a surprising claim? Perhaps a guest speaker or name recognition. Or maybe you’re aiming at a person facing a specific problem and offering to solve that crisis. Whatever it is, you have a matter of seconds to hook your viewer – make it count!

— Keep it simple
Don’t try to do too many things in one video. If you film a customer testimonial, let it be just that, with a CTA at the end. If you record an interview, focus on that. Don’t try to accomplish multiple goals in the space of one video. Be aware of the limitations that you face with each video length (especially shorter ones), and be careful not to make the video seem overcrowded.

Video marketing and the ability to do it well are becoming increasingly crucial to B2B success. Find your voice. Find the goal of your videos. Experiment with the different opportunities for live and recorded footage.

Learn the tricks, try out some different methods and find a way to incorporate this powerful tool into your next marketing campaign! Finally, like any inbound technique, video marketing is only as strong as the copy it houses – so make sure it shines!

3. Premium Content: Riding the Wave

Marketers often include e-books, references guides, white papers and videos as premium content. For the purposes of this guide, premium content gains something from the client. It is a trade of sorts. You offer value, and the consumer reciprocates.

In this sense, all of the content discussed thus far proves valuable as premium content. However, it may also be published in its raw state with no obvious strings attached. The primary difference is the exchange of value.

Let’s take a look.

Premium Content on the Surface

Through experience in an industry and the development of intellectual property, premium content is born. Your trade secrets, insights, exclusive knowledge and critical information prove desirable to consumers. They want to know what you know to better their lives.

On the surface, premium content offers:

— Inside information
— Niche knowledge
— An exchange of value

This action-producing content elicits the consumer response, “This is exactly what I needed!” Through alluring, engaging copy, premium content compels consumers to click, enter data and formally engage with you.

However, you must be willing to share these secrets with your audience. Now, please understand, sharing all secrets gives away too much. Premium content finds the balance between speaking to the deepest information needs of the reader while avoiding complete transparency.

In exchange, you ask for a contribution of finances or personal data. For example, an e-book may come with a low to moderate price tag to generate commitment and revenue. Or, a statistical report is the reward for entering contact information. A low-cost subscription garners both monetary and informational references.

Premium content succeeds in:

— Answering the burning questions of buyers
— Enticing consumers by providing for their needs
— Nurturing leads all along the sales funnel

What Lies Beneath the Surface of Premium Content

Diving deeper into premium content reveals another level of understanding as to how this copy works (and why you need it). Beyond the obvious exchange of value are principles which speak to human tendencies and drive behavior.

First, premium content establishes your industry authority. You become a thought leader. By engaging consumers in a conversation around your ability to solve their problems, they come to appreciate your counsel which brings them back for more.

The truth is that seeing you as an expert increases a prospect’s chance of exchanging information or hard-earned dollars for your insight. However, quality premium content also bolsters this trust and authority as well.

Second, premium content speaks to the consumer’s need for a relationship. As it turns out, the exchange of value is hardwired into human behavior. Experts call this the principle of reciprocity. In brief, when we receive a gift, we feel obligated to give a gift.

Offering free and low-cost items through premium content represents a gift. Reciprocity kicks in. As humans, we need to return the favor, even to a company. And, as we do so, a sense of relationship is produced. If well-nurtured, this connection breeds loyalty.

In sum, the value of premium content goes beyond gathering information or nurturing leads. Boosting trust and authority further builds your audience. Items offered for an exchange of value develop connection and spark loyalty. These concepts prove to be the gifts that keep on giving to your marketing success.

Examples of Premium Content Along the Sales Funnel

Diving deeper into content takes consumers deeper into the sales funnel. (For an overview of the funnel stages, read HubSpot’s great article.) Quality premium content at each point of this journey further nurtures leads and reaps rewards.

Marketer behavior offers evidence of the value on investing time and money into this type of copy. Custom content marketing is used by 88 percent of B2B marketers. And 72 percent place engaging content at the top of their priority lists. Because it works.

For the greatest impact, you must understand the sales funnel based on your specific:

— Industry
— Business model
— Product
— Pricing
— Buyer persona

In particular, your audience possesses a unique process through the awareness and evaluation stages which impact your success in reaching and converting them to customers. A one-size-fits-all formula fails as a best practice with premium content. Be inspired by others. But do not copy their efforts. Develop your own.

Here are a few sales funnel basics to get you started:


The first step into the sea of the sales funnel is awareness. The consumer needs to know you exist. And, human digital behavior is on your side. The large majority (81 percent) of shoppers research purchases online before making a decision.

At this point, consumers look to be informed through references, research data, educational material and insight. They have a problem or a need which requires resolution. Providing the answer gets you noticed.

Authoritative and engaging white papers, e-books, how-to videos and webinars offer the educational content to drive them toward a solution. To state the obvious, producing quality premium content at this level raises your product or service as THE solution.


You have the consumer’s attention. As they enter the evaluation stage of the funnel, their behavior is marked by heavy research. The goal is to discover the fit of particular products or services to their needs.

Potentially, evaluation is the most critical point for the buyer. Well-planned and established middle funnel strategies increase consumer response rates by four to ten times. Nurturing these leads increases sales opportunities by 20 percent.

At this point, a focus on product features and benefits over the competition demonstrates how your product or service is a good fit for a consumer or not. After all, poorly fitting products and buyers lead to unhealthy customer relationships and decrease retention. Gimmicks aside, finding consumers with a true need for what you offer furthers your success.

Through product white papers, expert guides, live interactions, webinars, case studies, data sheets and demo videos, premium content builds engagement and relationship, establishes trust and nurtures leads. Again, you hold the opportunity to demonstrate authority in your niche.


The final depths of the sales funnel include purchase. This stage finds consumers identifying the steps necessary to become a customer. They are ready to buy. But from whom? Already knowing what they need, the goal of the consumer becomes the final purchase decision.

In these last decision-making moments, a compelling call-to-action (CTA) nudges bottom-of-the-funnel consumers to become customers. Premium content in the form of perfectly chosen offers and content increase these conversions.

For instance, free trials and live demos give consumers an opportunity to try out your product and see it in action. Consultations allow you to personally understand the consumer and the benefit of your product to him or her. Finally, coupons work well to close a sale. After all, deals are hard to resist.

Successful Premium Content: Generating Revenue and Leads

If a primary characteristic of premium content is generating revenue (in one way or another), then exploring these depths seem prudent. Direct and indirect revenue streams result depending on the types of content you choose to use.

The Content Marketing Institute handles this topic in greater depth in the article, The Only 10 Ways to Make Money From Content Marketing. In this guide, the highlights give us a basic understanding of ways to generate revenue through content.

As a foundation, the four keys successful B2B content marketers engage in include:

— Documenting their strategy (48 percent)
— Writing out editorial mission statements (49 percent)
— Holding frequent content team meetings (41 percent)
— Clearly defining content success within their organization (55 percent)

In other words, these marketers do not simply jump into content production. Each piece falls within a clearly laid-out plan based on their content marketing goals. While a random e-book may add a few dollars to the company income stream, a strategized plan generates greater dividends.

Again, while white papers, e-books, reference guides and video scripts may become components of premium content, the ocean of opportunities is endless. If your audience values a particular platform and type of content, combine them to get the response you desire. (Knowing well your target and its behaviors helps here.)

A few ideas to spark your imagination:

Industry Events

In-person events ranked as the most effective B2B marketing tactic by 75 percent of marketers in 2016. Webinars came in second at 66 percent. Hosting such events offers premium content to your audience which draws a fee or is worthy of information exchange.

Invite consumers to:

— In-person conferences, trainings, concerts, anything of value
— Livestreamed events
— Virtual conferences
— Webinars or webcasts
— Podcasts
— Online presentations
— Live social media events
— Client events

Content Products

Top-rate e-books and specialized reports fall within the premium content category of content products. Offering these types of items for direct sale draws revenue. Be sure to link the topics to your audience’s interests. Provide plenty of valuable information to make the exchange worthwhile. And write it all well.

A few imagination ignitors:

Customized cookbooks offered on culinary sites
— Published fashion guides or trend reports for clothing companies
— Statistical reports which detail current trends worth noting in a given industry
— Downloadable travel idea videos (particularly in the summer or around holidays)
— Inspirational material which encourages readers to dream and aspire to success

Syndicated Content

Taking content to a third-party site for publishing, in exchange for a fee, defines syndicated content. Increasing reach through popular sites adds value to your content. And, it is suggested that this type of collaboration and distribution engages younger audiences, according to a recent Smart Insights post.

Getting your content noted on reputable sites gains traction with new audiences as well as builds authority. Also, publishing syndicated content on your site draws revenue and again, connects you with industry leaders.

Paid Subscriptions

While not a one-time exchange, subscriptions offer consumers ongoing content delivery for their investment. Typically, subscriptions run for a year. However, this period can be adjusted to fit your audience and marketing goals.

This direct revenue source also extends your relationship with the consumer, as well. Multiple points of contact over time offer space to develop deeper connections. Plus, opportunities increase to introduce products and services into their pain points or speak to their aspirations.

Final Thoughts on Premium Content

Is your mind spinning with valuable ways to utilize premium content in your marketing strategy?

These last examples of how to use premium content focus on revenue. However, they also work to generate an exchange of information as well. Subscriptions generate emails. Hardcopy versions of e-books require mailing addresses. In either case, you gain quality leads.

Again, knowing your audience and your content marketing goals define the best practices for each of these tactics in reaping the greatest results. This knowledge helps narrow the options of tactics to use and where to best place them along the sales funnel. Success is at hand. (Content Marketing founder, Joe Pulizzi, helps us understand what this looks like.)

4. Diving Deeper Into Content Reaps Greater Business Marketing Rewards

In all content, Joe Pulizzi wisely states in his book, Content Inc, “to get to the heart of your customers’ needs, you have to focus on what they want to be and help them get to where they really want to go.” In brief, this means addressing needs but also focusing on aspirations.

To fully achieve this goal, marketers must go deeper than surface level with content creation. Furthermore, nurturing leads all along the sales funnel proves vital. E-books, reference guides, white papers, video scripts and premium content fill this need in your marketing content.

Fortunately, your blog provides much of the material needed to get started with white papers, e-books and reference guides. Plus, once you outline these pieces, adding video components for reader interest and engagement is a natural step.

Premium content requires little more than creating an exchange. Well-written, valuable content from a trusted source becomes a no-brainer for consumers to share information or trade a few dollars to receive.

Remember, (yes, it bears repeating) none of these ideas work if they are not done well. Great content is required for great results. Relevancy, accuracy, spelling and grammar details and production quality all play a vital role in your success.

More importantly, these digital marketing components solve the problems, answer the questions and speak to the aspirations of your targeted consumer. Curating them well proves worth the investment of time, money and other references whether you take on the project or hire it done.

Either way, jump in! Your audience and your business are cheering you on!

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