If your target is searching for a specific solution for their challenge and wants to learn something, they need effective content in a variety of formats. These include blog posts, landing pages, white papers, brochures or webinars, along with user stories for websites and specialist media. This content aims to maintain the target’s interest and ensure that they come to you again the next time they need information. It offers excellent potential for targeted SEO.
People who like to stay up to date want information about news and trends, presented in a concise and easy-to-find way.  News, infographics, newsletters, social media posts and press releases, when cleverly linked to an attractive offer, are a good way of generating potential leads.
Those who just want a quick overview of everything enjoy having fast access to information. Explainer videos are a good way of conveying technical information in an entertaining way. Cleverly presenting facts, figures and data keeps the user’s attention. Dialogue-based comments are good for generating reach on LinkedIn, Facebook, Instagram and other platforms.
If you want to communicate your company’s identity and values or build trust, then you must create space in your content strategy for background stories, interviews and reports. These create transparency and generate sympathy and empathy. They let you demonstrate that you are more than just the sum of your products and services. They give the reader confirmation and allow them to identify with you.