High-quality content is content that provides your customers with some kind of value which could be educational and informative or purely entertainment value. To illustrate, if a person was to Google “how to change a tyre” then they are looking for content that will be informative and provide them with the knowledge on changing a tyre. A video tutorial or blog post explaining how to do this would be of value to them and therefore be high-quality content.

In general, content can be categorised into three main categories: visual, audio, and written. Below are some examples of each category of content:

Visual Content: Infographics, photographs, charts, diagrams, and videos.

Audio Content: Podcasts, audiobooks and audio advertisements.

Written Content: Blog posts, social media posts, newsletters, eBooks, and case studies.

There is no right or wrong format for content. In fact, most content topics could be covered using any of the different formats. However, you may want to consider what you feel best showcases the topic you are creating content around, and also what format your audience prefers.

In the last decade, video content has surged in popularity thanks to the rise of social media. One of the reasons video content is so well-liked by audiences is because it is easy to digest with minimal effort. The combination of both visual and audio elements makes it great for storytelling and providing the audience with an engaging customer experience.

It is important to note that often it is a good idea to create content on the same subject matter across different formats to ensure you are reaching your target market no matter what their preferred content consumption method is.

Advertising is an outbound approach to marketing that can be an effective technique for seeing almost instant results. Its main purpose is to promote a product/ service and raise brand awareness. Whereas content marketing is a less direct, long term approach to marketing that can take longer to yield results. This is because content marketing involves first drawing customers in through valuable content and then trying to sell them your product/ service.

Just because it does not yield instant results does not mean it is not a useful marketing strategy. In fact, studies have shown that content marketing is one of the most effective marketing approaches and is seen as the future of marketing. As they say, Rome wasn’t built in a day. It takes a while to build up that trust between your business and your customers but once it is built it is a powerful asset. Fostering strong relationships between your business and its customers will be very lucrative in the long term so it is well worth putting the time and effort into content marketing.