As a business owner, you are probably used to experts advocating the benefits of content marketing in 2015. You are probably heeding these too, with an estimated 70% of all B2B organisations publishing more content in 2014 than they did during the preceding 12 months and this trend set to continue for the foreseeable future.

While knowledge is one thing, however, execution is a separate entity entirely and a large number of brands are still unsure of how to use content effectively. More specifically, they are uncertain about what types of content will effectively raise brand awareness while also increasing engagement and sales conversions.

3 Types of Content that will empower the Growth of your Business

In order to understand this further, it is important to consider how Google’s constant algorithm updates have impacted on the creation and publication of content. Essentially, it is no longer enough to publish low-quality blog posts that are stuffed with generic or promotional homepage links, as Google now ranks brands according to the value that their content offers to readers. It must also engage visitors and encourage organic sharing and link building while also including relevant external links where necessary.

With this in mind, the next step is to understand the precise types of content that have the best chance of facilitating this. Consider the following content types for your business: –

Statistical Data and Information

Arguably the most important point is that your content adds value, and one of the best ways to achieve is to inform readers. We all enjoy learning as individuals, and being presented with interesting insights and statistical data can help to enrich the typical browsing experience. The cultivation of informative content with statistical data will also encourage bloggers and link-builders to link organically to your page, driving additional traffic and more social shares.

Survey’s and polls provide a good starting point for this type of content, as are visually appealing and well-researched infographics. So long as your statistics are also verified and well presented, you can genuinely engage readers while also securing a viable search engine ranking. If you need any further encouragement, just remember that the Office National Statistics has generated in excess of one million links from over 22 thousand domains during its time.

Interactive Content

According to Google, there are now an estimated 30 trillion individual landing pages accessible online. This means that the Internet is overload with content, much of which is similar in terms of its format, layout and output. This means that you need to diversify the types of content published on your blog and website, with interactive posts providing a unique opportunity to achieve this. This type of content enables readers to tailor how they read and digest the information included, while it also drives greater levels of engagement through direct interaction.

Interactive timelines and infographics offer the best examples of this, primarily because they can present detailed information as a snapshot and allow readers to explore this at their leisure. They can also be formatted in various ways depending on the layout of your individual landing page, making the reader experience easier and ultimately seamless. Interactive polls can also be useful, specifically because they implore users to share an opinion and engage with a specific talking point (this also drives social sharing).

Video Content and Tutorials

Interestingly, video content has been promoted as the future of content marketing, thanks primarily to its instantaneous visual impact and its ability to engage viewers. According to Cisco, it will also account for up to 69% of all consumer Internet traffic by 2017, with on-demand viewership alone set to treble during the next two years. This creates a unique opportunity for you to diversify your content effectively, by creating videos that are relevant to your niche and capable of adding value to customers.

‘How-to’ videos offer an excellent example of this content, especially if the subject matter can be directly attributed with a product or service that you deliver. Power tool suppliers have embodied this ethos perfectly, using their blog to share informative videos that offer practical home-improvement tips and advice. Any type of video tutorial will offer considerable value to interested browsers, and it is this type of purposeful interaction that will effectively promote your brand in 2015.

If you do look to follow this path, remember that it is easier to upload content to an official YouTube channel before embedding it onto your website. This will minimize the risk of downtime, while it also offers an opportunity to reach a wider audience and link back to specific landing pages.