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3 Types of Digital Content to Engage Your Audience Better

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You need to actively engage your audience, and digital content is one of the best ways to do this.

But why does it matter?

If you aren't interacting with your target customers and followers, someone else will. The last thing you want is to lose customers to competitors because they forgot about you (or worse, never knew you existed).

This is the problem digital content can solve, and we'll cover 3 ways you can get the ball rolling with it to engage your audience better. Let's dive in!

What is digital content?

Digital content refers to anything you create and distribute online. That includes:

  • Blog posts like this one
  • PDFs
  • Ads
  • Videos
  • Slideshows
  • Social media posts and status updates
  • GIFs
  • Podcasts or music
  • Images
  • Infographics
  • Whitepapers
  • Emails
  • Proposals, and more

So content is something you create and share. The purpose of content is to grab consumers' attention and provide value, so that they'll want to follow and buy from your brand.

Related: 11 Digital Marketing Basics You Need to Eat and Breathe to Succeed

There are lots of types of content (like those listed above), but we're going to cover the 3 that should be easiest for you to start with and see results from.

1. Video Content

Video is is currently the fastest growing form of digital content. People are eating it up! And it's so easy to create.

All you need is your phone and Wifi. But what should you create videos of?

Well, what do your targets find interesting? What do your targets want?

If you're an HVAC service, for instance, your audience might be interested in videos on solving various HVAC related issues, or how to give proper maintenance to units.

People will appreciate these videos, realize your company's value and expertise, and will want to work with you instead of the other guys.

It would really easy for one or several of your service techs to video and talk through their work on site. Then upload that to YouTube, Facebook, Instagram, and wherever else you might share videos.

You can follow this same concept as a cleaning service, pest control service, manufacturer, restaurant, software provider, and more!

Show your audience how to solve their problems, or how you can solve their problems. Your targets will see this, they'll enjoy it, and they'll want to work with you because of it.

2. Image Content

Images are easy to create, and easy for viewers to digest, which makes them a great asset for everyone.

There are plenty of sites to get free stock photos if you need. Pexels is currently my favorite, but you can always Google "free high resolution stock photos" for a slough of other options.

There are also free online tools like Canva you can use to create your own images, infographics, ebook covers, and more.

You can use these images in your emails, ads, blog articles, social profiles, and anywhere else you want your brand to be.

Just remember to align the image with your goals. For instance, if you want to alert your audience to a flash sale, a good image could be an excited shopper with the text "Friday Sale, 30% off everything in store!"

Men's Wearhouse Flash Sale Email

Or, if you're encouraging people to contact you for a quote, your image could be of a stressed out person on their couch with the text "Moving soon? Text us for help!"

A 3rd option, if you need your image to sell your product for you, is to create an infographic on 5 ways your product/service will benefit customers.

Whatever you create and share, do it with a next step in mind. What do you want viewers to do after they see the image?

Do you want them to follow your profile? Do you want them to start a conversation with you? Or are you going for gold and wanting them to buy from you?

3. Blog Content

Blog content is exactly like this page (or any of the other millions of blogs out there), and can have several goals:

  • To educate
  • Drive subscribers, leads, and sales
  • Or help your brand and website be found

The best blogs have a combination of these goals. They create and share informative articles that bring in viewers from Google, social media, or email, and encourage them to subscribe, purchase, or share.

Popular website and blogging options are WordPress, Wix, and SquareSpace. You might need to refer to your webmaster (or a developer friend), but if your brand has a website, you can easily add a blog to it. 

Here's the real question, though. What do people want to read about, anyway? T

ake a look at your target audience. What questions are they asking?

Related: 7 Small Business Marketing Tips to Drive Exponential Growth

For instance, one of our targets is small business owners looking to increase lead conversions. They often ask questions like, How can I reach people faster? How can I get more people to convert online?

So we have a lot of blog content answering these questions. Our targets search for answers in Google, and they find us. You can do the same thing for your business if you answer your targets' questions.

Give it time.

Digital content is not a get rich quick scheme. Engaging viewers takes time. Creating content takes time. People finding you online takes time.

That's okay.

Don't get discouraged!

Keep creating content, and over time you'll notice your numbers starting to grow. You'll get more likes and follows on social media. Your website will get more traffic. You'll start getting more leads and sales.

There are plenty of factors that go into how effective your content marketing will be, or how long it will take to start producing. But the most important thing is that you start.

If you don't engage your audience, someone else will. Nobody wants that, so use these types of digital content to build relationships with your audience and grow your business.

Related: 7 Digital Marketing Experts Share Their Best Tips