{"id":46530,"date":"2022-05-25T08:00:53","date_gmt":"2022-05-25T12:00:53","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=46530"},"modified":"2023-01-03T14:33:46","modified_gmt":"2023-01-03T19:33:46","slug":"7-valuable-content-ideas-for-your-content-marketing-program","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/7-valuable-content-ideas-for-your-content-marketing-program","title":{"rendered":"7 Valuable Content Ideas for Your Content Marketing Program"},"content":{"rendered":"

Most successful professional services and B2B businesses today have embraced content marketing<\/a>. No other marketing approach is as well suited to the way modern buyers find, research and select their service and product providers. And it\u2019s not going away anytime soon.<\/p>\n

But coming up with valuable content ideas that convert qualified web visitors into leads can be a real challenge. In this blog post, we explore seven types of valuable content, from simple ideas you can implement right away to more sophisticated materials designed to build your reputation.<\/p>\n

What Is Valuable Content?<\/h2>\n

In a content marketing program, valuable content is a premium, high-value piece of content that an interested website visitor will be willing to download in exchange for their email address and, perhaps, other personal or business information. Unlike free content\u2014such as blog posts\u2014valuable content can only be accessed by filling out a web form. These individuals then become new contacts on your email list who you can (with their consent) nurture with additional valuable content and relevant offers.<\/p>\n

Over time, many of these contacts will come to trust your expertise. And when they need help with their business, they will seek you out as the trusted expert they think of first. That\u2019s the beauty of content marketing.<\/p>\n

7 Valuable Content Ideas<\/h2>\n

Newsletters<\/strong>\u2014Perhaps the most common type of valuable content, a newsletter is an easy way to build your list. Make sure you keep on a regular schedule and fill it with educational material. This is not the place to introduce new employees or share holiday party photos. A newsletter should educate. To capture the most people, keep your form as short as possible\u2014just an email field if possible.<\/p>\n

Checklists \/ Tools<\/strong>\u2014Business people are always looking for simple tools that can help them address their problems. Checklists, templates, spreadsheets and similar materials are easy to produce and appeal to web visitors who are interested in your services. These materials allow people to experience your expertise in a unique and interactive way.<\/p>\n

Webinar Recordings<\/strong>\u2014If you already conduct webinars, consider turning one or more of them into a downloadable or streaming piece of content. It\u2019s a simple, low-friction way for web visitors to see and hear your experts without the commitment of a live consultation. To make your webinars even more compelling, consider partnering with a subject matter expert<\/a> who can bring an added dimension to your presentation.<\/p>\n

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Watch the on-demand webinar: Fueling Your Marketing Engine with Research-Based Content<\/a><\/p>\n<\/div>\n

White Papers \/ Executive Guides<\/strong>\u2014While there is no generally accepted definition of these terms and they are often used interchangeably, we will make a distinction between white papers and executive guides. White papers are often technical in nature and speak to decision-makers in middle management who are tasked with solving complex operational problems. Executive Guides, on the other hand, address top executives, usually in the C-suite, who make strategic decisions that will affect the course of their businesses. Guides are generally written in less technical language but still explore an issue in significant depth. White papers and guides generally run 10 to 40 pages in length.<\/p>\n

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See also: Hinge’s Library of Executive Guides<\/a><\/p>\n<\/div>\n

Mini Courses<\/strong>\u2014People\u2019s demand for free resources to educate themselves is a top driver of content marketing\u2019s success. An on-demand mini course is an ideal way to teach your audience about a problem you solved or how to address a common challenge. This is not a multi-hour training program. Instead, it should be easy to consume. At its simplest, it could be a single video, 20- to 60-minutes long, Or it could be three or four units, each running 10 to 20 minutes. Some organizations spread access to a multi-part mini course over time, sending out links to each unit over the course of a few days or weeks. However you deliver it, it doesn\u2019t have to be fancy. It could be as simple as a Zoom screen recording with slides and a voiceover. Or you can invest in higher production values for a polished look.<\/p>\n

eBooks<\/strong>\u2014This term is used to describe a wide range of online written materials. In this article, however, we mean book-length content: 50 pages or more. When you write about a topic at this level of depth, the perceived value of the content is very high. And if the ebook is high quality, many readers will take it very seriously, even study it. The credibility a book can add to your firm\u2019s reputation is inestimable.<\/p>\n

Research Reports<\/strong>\u2014Research can be one of the most powerful ways to build your audience\u2014and your thought leadership credentials. If this sounds daunting, you should know that you don\u2019t have to conduct a research study yourself\u2014or even conduct one at all. You actually have several options:<\/p>\n

Custom research<\/em>\u2014This is what probably came to your mind first: a big original research study on a topic of significant interest to your audience. Original research<\/a> can be a huge boon to organizations that want to build credibility fast and have the time and budget to bring it to fruition. While it is possible to conduct a research study yourself, it requires specialized expertise to pull off a valid and insightful study. You would be better off working with an experienced research partner, especially one that knows your industry.<\/p>\n\"Click<\/a>