Beyond the Blog: 3 Types of Content Writing to Bolster Your Brand
There are multiple reasons why blogging is a staple of content writing services, and there’s no shortage of resources explaining its paramount importance. That said, this doesn’t mean blogs are the only type of content you should produce. To develop a well-rounded content strategy, you should also consider publishing the following.
Blog posts are ideal for quick, informative reads. Sometimes, however, your clients need you to delve deeper into a subject.
This is where long-form content like white papers come in.
Hubspot defines white papers as “in-depth reports on a specific topic that present a problem and provide a solution.” Typically no shorter than six pages—and sometimes reaching over 50—white papers are built on statistics, graphs, charts, illustrations, references, and other forms of hard data. They aim to “inform and persuade based on facts and evidence, not tell the world why people need to buy your product.”
Their technical nature makes them suited for winning over audiences who are already familiar with an industry. It also makes them appropriate for business-to-business marketers who build customer trust through such approaches as:
discussing a specific issue (as when a content marketing agency tackles reaching an untapped demographic through a particular platform)
detailing a specific methodology (as when a paint-making firm describes a formula that would resist mold and mildew)
Nonetheless, some white papers can be useful for individual consumers. A house remodeling specialist, for instance, can produce reports on design trends to pique clients’ interests.
Like white papers, ebooks go beyond the scope expected of regular blogs. Unlike white papers, they don’t necessarily present a problem to offer a corresponding solution. They can simply discuss a topic. Though ebooks also inform based on hard evidence, they tend to be lighter on technical detail, making them more easily accessible to the layman. For instance, an ebook would elaborate on the properties and benefits of mold-resistant paint, not on the process of making it.
As such, ebooks are a valuable two-pronged tool. As a middle ground between blogs and white papers, they can attract readers who have more than a casual interest in a topic, and who can potentially be more-than-casually engaged with a brand. Incorporating ebooks into your marketing strategy can help you identify and cultivate, as well as inform, your core audience.
Customer success stories
On the other side of the spectrum, first-person, human-interest success stories are also valuable alternatives to blogs. If recommendations are any indication, people tend to buy something when they know another customer has faced a similar problem and solved it with the help of that product.
Businesses often publish success stories in the following formats:
Q-and-As or interviews with customers
With the assistance of professional content writing services, you could strategize which format to experiment with or otherwise use each one. Testimonials and case studies, after all, can complement each other, with the latter substantiating endorsements. They’d make a decisive one-two punch: according to ConstantContent.com, 89% of marketers consider case studies and testimonials highly influential on completing purchases.
Are you interested in developing a white paper, ebook, or case study? Consult your content marketing agency to determine how you can craft these to bolster your brand.