strategy than others. Keep in mind the goals identified during step one, along with what you • Video content: With video-hosting sites like Wistia and know about your buyers from step two (including vidyard, it’s becoming easier than ever to collect lead their channel preferences), and decide which data from videos and integrate it directly into your content best aligns with your objectives. CRM. not only is video good for lead generation, it’s also a great way to connect with buyers and current Here are some popular types of content that might be clients on a more personal level. appropriate to work into your content strategy: • Graphics, infographics, microsites, and interactive • A company blog: A blog is a great way to content: visual content has grown in popularity as the position your business as a thought leader, and marketplace becomes more saturated with content. it can be a helpful resource for those looking for Buyers are looking for content that is easy to absorb more information about your industry. not only and doesn’t require a large time commitment to digest. does this give you an SeO boost, it also helps build a community around your brand, bring in • Case studies: Case studies show potential buyers new prospects, and cultivate a following of brand exactly how others are using your product or service. evangelists. Since they’re conducted with client approval, they carry much more weight than generic marketing See the checklist at the end of this chapter for content, making them an extremely valuable piece of more details about optimizing your content for collateral for your sales team. SeO. We’ve also included a number of blogging worksheets and checklists to help you get a • Webinars: If your goal is to position your company as company blog off the ground. (Already heave a a thought leader, educational webinars are a great way company blog? no problem — we’ve included a to demonstrate your knowledge of industry trends and few blogging and optimization tips as well.) best practices. An added bonus: they’re also great for lead generation. • White papers and e-books: Creating long-form pieces allows you to offer high-value content that • Podcasts: The new York Times has dubbed this “The can be gated behind a form. This gives you the Great Podcast Renaissance.” Buyers are busy, and opportunity to deliver a valuable resource to your podcasts are the perfect way for them to learn from audience while also collecting lead data to support you while multitasking. your demand generation efforts. 45 / Pardot