Marketing content for companies – what are they about?

Marketing contents – contrary to popular belief

As the market develops, so do customers. And perhaps it’s no exaggeration to say that nowadays no one falls for cheap slogans and poor gradations of adjectives like “best, most effective, cheapest!” again. Customers expect something more, and experienced copywriters know this perfectly well.

For this reason, marketing content is extremely diverse, tailored to the specifics, needs, and business goals of a given company. We will now discuss the most fundamental types of marketing contents depending on the desired effect.

Types of marketing contents and uses

We have 3 major types of marketing contents as defined by their uses. They include:

i. Image building

ii. Audience engagement

iii. Sales

Below, we’ll try to discuss each of the three types in details:

i. Image building

Specialist information dressed in an attractive, accessible form is the first step to arouse recognition among readers.

It would seem that such a business goal is not lucrative, but in fact it is an important element of marketing. Presenting high-quality content is an effective way to increase interest in the offer and build a premium brand. Along with this, the company may raise prices in the name of “quality provided”.

The basic types of marketing content that serve this purpose are:

• blog articles,
• company description
• extensive offer subpages

In addition, thanks to the additional use of the SEO structure, they strengthen the visibility of the website, which increases organic traffic. So many benefits in one form!

Engaging your audience

To approach marketing comprehensively, you cannot only speak wisely – you also need to be open to talking to potential customers.

Posts should be:

• brief
• affordable
• attention-grabbing

Longer forms of content usually have the opposite effect to the intended one. Thus, we can see that the form of content is completely different from building an expert image, despite the fact that it also performs an important marketing function. A lot depends on the business goal – so let’s finally get to the most desirable one.

Sales

Although there are many marketing strategies, they all boil down to one thing – profit. Therefore, there are plenty of ways to formulate sales content, but there is no recipe for success.

The results depend on many factors, including real demand and the attractiveness of the offer. However, this does not change the fact that well-presented texts maximize the chance of success – and a professional copywriter is responsible for this.

The key is the language of benefits, a direct return to the reader, as well as CTA (call-to-action). These are basically the only constant elements, so it is worth discussing them in more detail.

• The language of benefits presents the company in a good light, clearly showing the advantages of the purchase. We clearly inform the client about what the transaction will bring, why it is worth choosing THIS company, and we also emphasize the strengths.
• A direct address to the reader is governed by a simple rule that says that we do not write to the wall  – the message is read by a living person, and a short moment of their attention is the only chance to influence the decision-making process.
• Sales content must persuade to buy, so it is worth placing a call to action at the end (e.g. Buy Now!).

Many recipes for marketing content

While we’ve listed the most common examples, it’s important to keep in mind that there are many factors that influence the final impact of effective content.

In addition to marketing purposes, it is also important to:

• industry
• target group (characterized by specific interests and expectations)
• company’s image issue (style of speech, customer relations)
• copywriter’s strategy in relation to the current market situation.

This makes marketing content an extremely capacious definition that should be adapted to a specific company and its needs.

There is no one-size-fits-all rule for creating such texts – and if that were the case, all companies would be publishing the same “effective” messages. Unfortunately, it is clear that this is not the case.