At the heart of your content marketing strategy is, of course, your content. If you have a strong collection of content, it is a company asset. Building this asset takes time and effort. But with the right strategy, you can create valuable content from several different content types.
In this chapter, you find out how working with a variety of content types helps you effectively reach your customers and win the sale. You have numerous categories to choose from, and when you combine them, you get even greater results.
Dipping into Content Categories
Eight different content categories are available to you. Rather than write everything from scratch, you can create unique content by taking one of the eight content categories shown in Table 11-1 and turning it into a custom piece that has value to you and your customer. By paying attention to your audience personas, you can develop exactly what your personas need for each stage of the buyer’s journey (see Chapter 8 for details about the buyer’s journey).
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Considering original content creation