Se a sua empresa investe em marketing de conteúdo, com certeza já sabe que existem diversos formatos possíveis de serem trabalhados.
Tamanha diversidade é ideal para variar a maneira com que o conteúdo será disponibilizado, aumentando as chances do público conhecer e interagir com a marca.
Mas como saber quais são os melhores formatos disponíveis para se trabalhar? A witu.digital irá te ajudar a descobrir!
Separamos as opções mais utilizados pelo marketing de conteúdo, explicando no que consiste cada um deles e como utilizá-lo em sua estratégia. Continue lendo!
Quais são os formatos mais utilizados pelo marketing de conteúdo?
Existem muitos formatos dentro do marketing de conteúdo, sendo que alguns deles são mais populares que outros.
Separamos para você os 8 principais formatos utilizados! Confira!
Blog post
O blog post é, com certeza, um dos formatos mais utilizados e populares do marketing de conteúdo.
De acordo com OptinMonster, sites que têm um blog tem até 434% páginas mais indexadas (que são vistas e aparecem no Google).
Esta pesquisa ressalta ainda que 77% dos usuários da Internet leem blogs.
Tais dados ressaltam a relevância que esse formato possui dentro do marketing de conteúdo.
Uma característica interessante do blog é que dentro dele é possível inserir diferentes formatos, como imagens, gifs, áudios e, claro, texto.
Outra grande vantagem é que se trata de um formato altamente personalizável, podendo se optar por pequenos posts ou textos mais elaborados. Você que decide.
Uma dica para produzir bons blogs posts é focar nas necessidades e interesses da sua persona, ofertando publicações educativas e guiando o cliente através do funil de marketing.
eBook
O eBook nada mais é do que um livro digital e normalmente é utilizado na prospecção de leads.
Você já deve ter encontrado na Internet uma página que pedia alguns dos seus dados em troca de um eBook sobre certo conteúdo, como você pode conferir nesse link.
Essas páginas de destino são conhecidas como landing pages.
O conteúdo desse formato dependerá dos produtos e serviços prestados pela sua empresa, mas, em geral serão elaborados de forma mais completa do que a encontrada em um em blog post.
Mas não pense que para ser um eBook é preciso ter mais de 100 páginas!
Muitos eBooks possuem menos de 2000 palavras, porém trazem um conteúdo mais completo e bem direcionado.
Lembre-se que um conteúdo mais elaborado não necessariamente quer dizer mais técnico ou mais complexo. Utilize uma linguagem que a sua persona entenda bem.
Além disso, um dos grandes diferenciais deste material encontra-se na diagramação, deixando o conteúdo visualmente atrativo e mais fácil de ser consumido.
Vídeos
Os vídeos também são um dos queridinhos do marketing de conteúdo, sendo cada vez mais utilizados por empresas.
É possível utilizar este formato para apresentar diferentes conteúdos, como:
- vídeos educativos,
- tutoriais,
- apresentação do produto ou serviço,
- testemunhos de clientes satisfeitos,
- entrevistas.
De acordo com a Forbes, vídeos aumentam a taxa de clique em 96% e são 1200% mais compartilhados do que links e textos.
Para produzir um bom vídeo, é necessário alguns cuidados, como um fundo neutro, um vocabulário adequado, uma boa iluminação e uma câmera de qualidade.
Você pode compartilhar esses vídeos nas mídias sociais da empresa ou disponibilizá-los em seu site. Mas lembre-se de sempre produzir algo que seja interessante para o seu público!
Infográfico
Os infográficos são textos explicados de uma maneira visual, normalmente com caráter informativo.
Esses textos visuais necessitam estar coerentes com os elementos não verbais utilizados, sendo geralmente imagens, desenhos ou gráficos.
Uma das principais vantagens de utilizar infográfico é a facilidade para transmitir informações e a agilidade do público em consumi-las.
De acordo com o Progressive Content, um infográfico é 30% mais atrativo do que um texto.
Uma boa ideia é criar um infográfico com informações relevantes para o seu público-alvo e compartilhar nas mídias sociais.
Vale ressaltar que existe uma rede social voltada para os infográficos, o Pinterest, sendo um bom local para encontrar modelos e inspirações para as suas produções.
Webinars
Os webinars são eventos ao vivo ou gravados sobre um tema específico que são do interesse do público-alvo.
Esses eventos têm como objetivo a divulgação de um conteúdo, podendo ocorrer nos formatos de:
- palestras,
- mesas redondas,
- debates,
- seminários,
- workshops,
- oficinas,
- demonstrações.
A disponibilização do conteúdo pode ser feita através de um cadastro prévio, onde é solicitado alguns dados para transformar o visitante em um lead.
A partir do momento que a pessoa está inscrita e assistindo o webinar, é possível que ela interaja com o conteúdo, podendo até mesmo fazer perguntas durante ou ao final da apresentação.
De acordo com o ZoomInfo, mais de 60% dos profissionais de marketing já utilizam webinars como estratégia de marketing de conteúdo e esse formato é considerado como o melhor método para gerar leads qualificados para o mercado B2B.
Uma boa dica é disponibilizar o webinar depois de sua exibição para que mais pessoas possam ter acesso e interagir com a empresa.
Checklists
Checklists são listas de verificação que tem como objetivo diminuir as falhas humanas e otimizar o trabalho, sendo uma ótima opção de formato para o marketing de conteúdo.
A ideia desse formato é disponibilizar uma lista que possa ajudar a solucionar um problema de sua persona, sendo um material que agregue valor para ela.
Os checklists podem ser utilizados em diferentes etapas do funil, dependendo da temática a ser tratada.
Para deixar o checklist visualmente mais chamativo, adicione imagens, desenhos ou ícones para cada item. Isso deixará o conteúdo mais amigável e atrativo para o usuário.
Planilhas
As planilhas seguem o mesmo princípio que os checklists, tendo como objetivo auxiliar os usuários em tarefas que exigem organização.
A ideia é disponibilizar uma planilha que seja visualmente atraente e cumpra com sua tarefa. Se a sua persona é um gerente administrativo, por exemplo, disponibilizar um material que faça o controle financeiro desta área é uma boa ideia.
Também é fundamental inserir um texto com instruções de uso, tirando as dúvidas do usuário antes mesmo delas surgirem.
Esse formato pode ser utilizado em diferentes etapas do funil, tanto na prospecção quanto na nutrição dos leads.
Conteúdos interativos
Dentro do marketing de conteúdo chamamos de materiais interativos os que envolvem uma participação direta do consumidor.
O conteúdo interativo é aquele que exige uma ação efetiva do usuário, seja um jogo, um teste, um quiz ou uma competição.
A Dell, por exemplo, começou a criar conteúdos interativos e aumentou 10 vezes a sua prospecção de novos leads!
Agora que você já sabe quais são os formatos mais utilizados pelo marketing de conteúdo, entre em contato com a witu.digital para descobrir quais são os mais indicados para a sua empresa e como produzi-los para alcançar um resultado expressivo!
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