Which is the best content format for your loyal customers?

• ˜       Blog
• ˜       Newsletter
• ˜       White paper
• ˜       Video

If you chose Newsletter from the choices above you are correct. This format is favored for loyal customers because when done well, newsletters contain information relevant to an already aware audience. When delivered on a consistent basis, it becomes familiar and anticipated. I just received Jakob Neilson’s Alert Box, a hybrid version of a newsletter from a content usability expert I admire. In it were links to 11 most hated advertising techniques and 10 Web design mistakes that readers loath the most as well as information on how to use PDFs and which content formats to avoid – Pop ups “which are the #1 most hated advertising design.” Alert Box is always worth my time because the topics are relevant and I trust the sender.

Which of the above is the best content format for potential customers? While it depends on what prospects are looking for, in general, a blog post may be your best bet. Prospects may not only be interested in the topic of the post but the reader comments regarding the post are often read. You can point prospects to a particular blog post during follow up or lead nurturing.

What format would you choose to help your prospects evaluate your services or products? A White Paper authored by a credible source offers an effective marketing tool to promote your company, your solutions, and your brand. A White Paper is helpful in establishing your thought leadership and building trust with prospects.

Video is an effective way for prospects to see your company’s brand using tone and personality. It’s great for showing “how to” processes as well. According to a recent Thomson Reuters survey, 73% of communications professionals expect the use of video to increase at their company this year. For a video content format to be most effective, include your website URL and a text summary. Keep it under three minutes in length. Remember, video can be embedded so viewers may find it in other locations besides your website. See this award winning sales Video by RightNow Technologies.

There are other great content formats including case studies, testimonials, podcasts, e-books, articles, social media, and slide shows that are effective when used wisely and strategically to reach a B2B audience. Ideas for each will be shared in later posts.

Understand what format is favored by your audience and you have a content package ready to be opened.

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